Download 1) Does subliminal adverting work? If so why? Yes this form of

1) Does subliminal adverting work? If so why?
Yes this form of advertising does work when we are concerned with negative thoughts and
words. People are more sensitive to emotions (negativity in this case) rather than
neutral scenes, so they capture the negative words or expressions and can easily recall it.
2) How do advertisers use contrast to make sure that their ads are noticed? Would the lack of
contrast between the ad and the medium in which it appears help or hinder the effectiveness of
the ad?
The contrast makes the product more appealing to the targeted audience as the print is
designed in such a manner using scheme colors (black and white) that it forces the reader to
have a glance at the ad. It will definitely hold back the desired impact as it won’t promote to
that extent.
3)
Why is it more difficult for consumers to evaluate the effective quality of services than quality
of products?
As services are intangible in nature, they have no correspondence with a product. Customers
can easily judge a product rather than a service because a product has certain features, which
are physical and have standards to evaluate them with ease.
4) Why marketers are sometimes forced to reposition their products or services? Provided
examples?
There are certain market events, which force the company to take such measures, which include
unplanned or not forecasted market events like change in customer taste or arrival or a new
strong competitor. Example is when we highlight the brand and company image to make
our product more prominent rather than to apply basic marketing strategies.
5)
Why are both attitudinal and behavioral measures important in measuring brand loyalty?
Brand loyalty refers to buy a same product of a particular company at every time of purchase. If
a customer’s attitude is highly positive towards a brand, he will never switch to other
products as it will be reflected in his purchase behavior.
6) How can marketers use measures of recognition and recall to study the extent of consumer
learning?
These experiments check the memory of the user regarding a product’s advertisement he
has viewed or read about. The merchandise’s contents, price detail and the intention of the
buyer are tested.
7) What is the relationship between brand loyalty and brand equity? What role do concepts play in
the development of the marketing strategies?
They are both directly proportional to each other because as the brand equity/name will gain
popularity, the consumer using their products will be attached to the same product for longer
time thus an increase in brand loyalty. When a marketing strategy is devised, the brand name is
used to publicize the merchandise which will result in sales growth and customer satisfaction.
8) Describe in learning terms the conditions under which family branding is a good policy and those
under which it is not.
Family branding is a good marketing strategy as the introduction of new products under
stimulus generalization gives a more chance of being successful as it reduces the marketing
costs, and offers gain in the market share. The limitation is that all the products should lie in
same category to apply this method of marketing.
9) How does information overload affect the consumer’s ability to comprehend an ad and store it
in his or her memory?
When a consumer is provided with excess information about the product, he doesn’t grasp all
the data and mixes it all up. This result in poor purchasing decision as the consumer doesn’t
know what to buy or how much to invest.
10) Explain how situational factors are likely to influence the degree of consistency between
attitudes and behavior.
Situational factors include norms, values and reference groups’ role which enforce individual to
behave different from its attitude, resulting in a different action. In some situations, the
company’s standards and principles become the factor in front of the customer which obliges
the sales representative to act well even he is in bad mood.
11) Explain a person’s attitude towards visiting Disney world in terms of the tricomponet attitude
model.
A person who visits the famous Disney World would have high regards and thoughts about the
place as the amusement park has lots of fame and people also give positive reviews. His mood
will be pleasant as he would be there to have fun which automatically makes his trip amusing
and the park will be awarded with affirmative compliments, this will result in potential purchase
of products from the park.
12) Describe personality trait theory. Give five examples of how personality traits can be used in
consumer research?
The theory is based on the fact that a personality comprises of multiple characteristics which
reacts the behavior of an individual. Change of culture and values is included in this type.