In the context of video games, which of the following is true of advergames?
a. There are two levels of brand promotion within an advergame.
b. The advergame content centers around a brand.
c. It is the concept of showing ads at the end of a video game.
d. Repeated display of advergames has a positive effect on players' attitudes toward a brand.
Question 2Which of the following is true about branding and advertising based on social and cultural factors?
a. Consumer behavior lacks the ability to be meaningfully social.
b. Advertisements are purely socially isolated attempts to attitude manipulation.
c. Consumers are merely information processors.
d. Advertisers have meaning as a primary focus.
Question 3It is important to know if a company respects consumer privacy before opting to receive communication from it because:
a. an individual can be identified through a minimal compilation of anonymous information.
b. a consumer must be aware of a company's ethical standards to provide appropriate feedback.
c. the company may circulate an individual's email address and invade his or her privacy.
d. if a company lacks ethical standards, its products are more likely to be of substandard quality.
Question 4While waiting for his wife to get ready to go out, Marcus picks up one of her interior design magazines and skims through the pages. Six ads in the magazine are for flooring and carpeting, but he and his wife don't need new flooring or carpeting, and he barely glances at these ads. This is an example of:
a. conversion.
b. limited problem solving.
c. cognitive dissonance.
d. selective attention.
Question 5A is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser.
a. digital footprint
b. post ad
c. cookie
d. privacy seal
Question 6An elderly woman has always been happy with Ivory soap and does not believe in trying out another brand. In such a scenario, what type of an obstacle would a new brand experience in order to reach her and be effective?
a. A consumer who is not exposed to massive volumes of ads
b. A consumer who seeks variety
c. A consumer who is resistant to changing rituals
d. A consumer who misinterprets messages
Question 7In the context of social media advertising, which of the following is a reason for online resistance?
a. The absolute cost for ads placed in traditional media tends to be lower than those placed on the Web.
b. Social media provide a seamless interface with television.
c. Consumers have a perception that marketers and advertisers are stomping on their sacred territory.
d. Consumers are cautious because the Internet leaves a trail of digital footprint.
Question 8Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them. However, he is distracted by the ads for other games and is not sure which product to purchase. In this scenario, Manuel is encountering:
a. cognitive dissonance.
b. a high degree of brand loyalty.
c. advertising clutter.
d. predecisional distortion
Question 9One big advantage for advertisers using the Internet as their medium is that:
a. it is much more secure than traditional forms of media.
b. consumers consider commercial messages via Internet to be more reliable.
c. the format is unique and uncluttered because few commercial organizations use it.
d. it is a precise way to target particular markets and narrow segments.
Question 10Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over. He is admired among his friends at the university for owning a Redwood Bicycle. This scenario demonstrates the concept of _________ .
a. an internal search
b. conversion
c. cultural capital
d. variety seeking
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