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How can the marketer of a nicotine patch (a device that assists individuals to stop smoking) use the theory of trying to segment its market?
Explain how the product manager of a breakfast cereal might change consumer attitudes towards the company.
Assume that Greenpeace is planning an advertising campaign that encourages people to switch from private cars to public transport.
Assume that Toyota is faced with the problem that many European consumers perceive small and medium-sized Japanese cars.
Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions? Explain your answer.
Find two print advertisements, one illustrating the use of the affective component and the other illustrating the cognitive component.
Describe a situation in which you acquired an attitude towards a new product through exposure to an advertisement for that product.
Distinguish between those that are designed to reinforce an existing attitude and those aimed at changing an attitude.
Think back to the time when you were selecting a university. Did you experience dissonance immediately after you made a decision? Why or why not?
List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
Which of the measures you use to evaluate the effectiveness of each advertisement? Explain your answers.
Watch one hour of television on a single commercial channel during prime time and also tape the broadcast. Immediately after watching the broadcast.
For three of the commercials you watched in the preceding exercise, identify whether the marketer used the central or peripheral route to persuasion.
Find an example of a promotional message delivered by narrowcasting and discuss it in the light of the ethical issues.
Does the use of such celebrities in beer advertising constitute an unethical marketing practice? Discuss.
Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product.
Describe how marketers can apply their knowledge of the differential threshold to packaging, pricing and promotional claims during periods.
How do advertisers use contrast to make sure that their advertisements are noticed? Would the lack of contrast between the advertisement.
How can the figure–ground construct help or interfere with the communication of advertising messages?
Find two advertisements depicting two different types of perceptual distortion. Discuss your choices.
Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of- graduate education.
Find three examples of print advertisements that use some of the stimulus factors discussed to gain attention.
Select a company that produces several versions of the same product under the same brand name.
Discuss the implications of this perceptual map for the student recruitment function of the university that you did not choose.
Describe in learning terms the conditions under which family branding is a good policy and those under which it is not.