In order to better remember people's names, Ann associates each name with an animal that most closely resembles the person's physical appearance. Ann's mnemonic device makes use of _____.
a. heuristics
b. schemata
c. dual retrieval
d. imagery
e. knowledge structures
Question 2Trade allowances are also called trade deals.
a. True
b. False
Indicate whether the statement is true or false
Question 3Anita, who is in the process of shopping for a new car, is fascinated with a television commercial that relates the Porsche 911 to a thoroughbred horse, comparing the quality of design and aerodynamics of the car to the fine breeding and training of a champion race horse. This commercial is an example of _____.
a. symbolic interaction
b. animalistic referral
c. schematic linkage
d. concretizing
e. a simile
Question 4Trade allowances are used by retailers to reward manufacturers for performing activities in support of the retailer.
a. True
b. False
Indicate whether the statement is true or false
Question 5Let's say that you are watching a TV advertisement. During the ad, a spokesperson talks about the attributes of the product. At the same time you are shown a picture of the product in use, the warranty information is flashed across the screen. Your ability to process the warranty detail is limited because _____ cannot handle the information overload.
a. perceptual field
b. sensory store
c. short-term memory
d. long-term memory
e. knowledge structures
Question 6The most effective trade promotions are those that target long-term sales goals.
a. True
b. False
Indicate whether the statement is true or false
Question 7Assume a consumer who has just eaten is driving down the road when an advertisement for the Yellow Submarine sandwich shop catches her attention. Although she is not hungry or in the mood to think about food, the radio ad has attracted her attention with a loud foghorn sound effect. This consumer's attention to the ad for the Yellow Submarine sandwich shop is best described as _____.
a. nonvoluntary attention
b. selective intention
c. involuntary attention
d. relevant attention
e. feedback
Question 8Trade promotions are appropriately timed when they are used strategically to offset competitive promotional activity.
a. True
b. False
Indicate whether the statement is true or false
Question 9The Yellow Submarine is a submarine sandwich shop that specializes in take-out orders. The sub shop advertises on radio stations close to meal times. Radio listeners may not willfully attend to the Yellow Submarine's advertising; however, if listeners are hungry and notice that food advertisement is on, they may then consciously listen to see if the restaurant is within driving distance. This is best described as an example of _____.
a. spontaneous attention
b. involuntary attention
c. relevant attention
d. voluntary attention
e. feedback
Question 10Trade promotions are appropriately timed when they are tied in with a seasonal event during a time of growing sales.
a. True
b. False
Indicate whether the statement is true or false
Question 11Which of the following does NOT represent the use of metaphor?
a. Wheaties is the cereal of champions.
b. Chevrolet is the heartbeat of America.
c. Jaguar XJ-S is the stuff of legends.
d. The Citizen Noblia watch is as beautiful as a peacock.
e. Budwiesr is the King of Beers.
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