5/20/2021 IGN ITOR Student

Positioning

1. Exposure occurs when _ .

a. consumers come in contact with the marketer's message NOTES
b. consumers become aware of the message
c. consumers are impacted by the message
d. consumers store information in long-term memory
e. consumers agree with the message
2. By definition, simply means that consumers come into contact with the marketer's
message.
a. perception b. exposure
c. attention d. comprehension
e. interpretation
3. Gaining exposure is a necessary but _ condition for communication success.
a. sufficient b. insufficient
c. nominal d. unnecessary
e. unimportant
4. The mere fact of being repeatedly exposed to a message increases the likelihood that the
receiver will judge that message to be true is known as the _ .
a. mere repetition effect b. mere exposure effect
c. exposure paradox d. truth effect
e. repeat effect
5. In practical terms, exposing consumers to a brand's message is a function of _ .
a. establishing a sufficient marcom budget
b. selecting appropriate media and vehicles in which to present a brand
message
c. having a creative message
d. a and b
e. a, b, and c
6. Focusing on and considering a message to which one has been exposed is known as

a. perception b. exposure
c. attention d. comprehension
e. interpretation
7. A brand 's _ represents the key feature, benefit, or image that it stands for in the target
audience's collective mind.
a. logo b. name
c. positioning d. placement
e. semiotics
8. The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis
competitive brands is known as. a .
a. positioning statement b. summary statement
c. constructive process d. sign
e. symbol
9. Fundamental to the concept and practice of positioning is the idea of _ .
a. meaning b. target marketing
c. signs d. symbols
e. referents
10. _ is the study of signs and the analysis of meaning-producing events.
a. Feature analysis b. Active synthesis
c. Meaning analysis d. Semiotics
e. Psychographics

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