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This is an abbreviated version of the name of an agency that is commonly recognized as being a leader in the creative revolution. The person whose last name Della Femina omitted is a. Leo Burnett. Bill Bernbach. David Ogilvy. Rosser Reeves. Therefore, it can be described as having a. Scenario In early consumers a. It asks consumers to submit their ads, with the idea of using one of them for this purpose. What is the most likely downside risk? The winning consumer may sue to be paid a lot of money for their creativity b.
Fox Sports will deem the ad amateurish and refuse to air it c. The agencies in this region tend to be more creatively oriented, and the high school teacher who created the first consumer produced ad is an example of the creativity of the new center. Which of the shifts below describe that shift? Chicago to Los Angeles. Boston to Denver. New York to California, Oregon and Washington. Product orientation. Use of nostalgia music c. Self aware that they are ads — and likable anyway d.
How could they reach them best? Launch a relationship building site with ties to generation appropriate other sites b. The metro section of suburban newspapers. Billboards listing only the Tahoe website address with a picture of the vehicle. For example, the VCR and cable television both became factors to be considered by advertisers in the a. C, Esery, former Sprint chairman and CEO, the world of interactive media will allow direct measurement of ad exposure and impact, quickly revealing those that perform well and those that do not.
Secondly, a. Advertainment c. Consumer generated content d. Horizontally integrated advertising. One set of advantages that advertainment offers advertisers is: a. Here are some descriptions of the ads that he found: Scenario An ad that openly talked about Generation X likely came from: a.
The s to c. The Republican Era to d. The Depression to d. List two of theses changes and explain how they encouraged the rise of advertising. ANS: American households moved away from self-sufficiency to a dependency on the marketplace for goods. List two eras characterized by the use of this theme. Briefly describe societal trends that made the use of this theme effective during each era.
ANS: The P. Describe the change in consumer perception and explain the reason or reasons for this occurrence. Describe how the style of advertising changed between these eras.
ANS: The s were a prosperous time, and advertisements exhorted the public to consume and enjoy life. Describe the change in consumer perception and explain the reason or reasons for this occurrence. Describe how the style of advertising changed between these eras. ANS: The s were a prosperous time, and advertisements exhorted the public to consume and enjoy life.
Describe what was occurring in America at that time. Describe how the advertisements of the era related to the larger societal changes. ANS: Advertising in the United States during the s was slow to respond to the massive social revolution going on all around it. Describe the nature of two of the changes advertising must confront. Describe two characteristics of advertising that will remain constant.
ANS: The most dramatic change will be in the way advertising is prepared and delivered to the target audience. It can also provide information on how to alleviate the discomfort of an existing unfulfilled need.
However, it can be a very effective tool once a consumer begins an external search. Because the purchase of this particular type of product is very involving for her, she is engaging in extended problem solving. Members of a culture tend to do them one way and members of a different culture do them another way. This is an example of an advertisement that is trying to a. More cats prefer its taste than that of any other brand. It is fortified with the vitamins cats need.
It has an easy-opening, resealable lid. Buying it makes you feel like a more caring cat owner. The copy is detailed and very informative. In general, this ad would be most appropriate for someone who is a. Which of the following is an example of such a factor? Extended problem solving b. Brand loyalty c. Limited problem solving d. One is the cognitive consistency impetus, which is a. Phil is encountering a. There are six ads in the magazine for headache remedies, yet he does not stop to read any of the ads because he does not have a headache and he does not need headache relief.
The man is experiencing: a. This problem is a consumer phenomenon called a. Being the conscientious sort, you decide to do an MAAM analysis. Which one of the following would your analysis not include?
Attitudes toward your advertising c. The importance of various criteria in evaluation d. Multi-attribute attitude model, or MAAM b. Saliency c. The elaboration likelihood model, or ELM d. Smart advertisers realize they are best used when a.
This is an example of a company trying to a. Social class is hierarchical—membership in a social class places you above some people and below others. Different social classes have different values—the same event can be seen very differently by members of different social classes. You can ask the woman one of the following questions. To maximize your chances of being right, you should ask: a.
Current thinking is that celebrities help contemporary consumers a. Which of the following is true about advertising and gender? No definitive list of gender differences in consumption exists because the expression of gender depends to such a great degree on situation and social circumstances.
Which of the following is true of community? It is the quintessential social domain so consumption is inseparable from where we live either physically or metaphorically b. Community can but need not refer to geographic place c.
Communities can exert a great deal of power over the meaning of a brand to consumers d. If so, which of the following is true? Ads try to turn already meaningful images and symbols into messages projected through mass media with the purpose of selling. The consumer determines the ultimate meaning of ads and brands. In linking culture and persuasive messages advertising aids other cultural agendas in the transmission of meaning. All of these statements are true.
Scenario For many years, when people thought of iced tea, they thought of Lipton and Nestea. Which one of the following characteristics of the Snapple brand situation suggests that this tactic might not be successful?
Bottled iced tea is a product category of brands that consumers find involving. Brand selection in this category is commonly habitual. Iced tea is a product for which sensory experience is unimportant. There is little perceived difference between brands. If viewers admire Jerry Seinfeld and begin to drink Snapple because they see him drink it, Seinfeld a.
Bayer starts to run advertisements. It alleviates worries about osteoporosis. It comes in an easy-to-carry package.
It costs the same as other brands of aspirin. The fundamental component of the analysis that would provide them with the most insight on the salience of the belief would be a. He believes that people get enough calcium from the food they regularly eat. The commercial failed to have its desired effect on him because a.
Which one of the following statements regarding these different perspectives is true? Neither perspective can give a complete explanation of consumer behavior. Only one of these perspectives attempts to explain why people buy certain brands. The sociologist would consider the consumer as a systematic decision maker. Neither perspective can give a valid explanation of consumer behavior. In fact, if the store was out of it, she would just buy the store brand.
Which of the following statements regarding her purchase of Kraft macaroni and cheese is true? Her choice of Kraft macaroni and cheese is probably the result of a successful problem-solving episode long since forgotten. She holds no brand attitude toward Kraft macaroni and cheese. He has been given the task of researching the history of modern advertising as a part of a group presentation. Here are some descriptions of the ads that he found: The Industrial Revolution was accompanied by several important social and economic changes.
List two of theses changes and explain how they encouraged the rise of advertising. Improved transportation, especially the growth of the railroad, allowed for the distribution of mass quantities of goods. Rapid population growth in urban areas created a reachable audience. The rise of mass communication created viable advertising vehicles.
Over the years, advertisements have often used the theme of modernity. List two eras characterized by the use of this theme. Briefly describe societal trends that made the use of this theme effective during each era.
ANS: The P. Barnum era to was noted for rapid urbanization, massive immigration, labor unrest, and concerns over the abuses of capitalism. It included the first wave of the feminist movement, the progressive movement, motion pictures, and mass culture. Advertising offered solutions to the stresses of this rapidly changing modern life. The s to were prosperous times. Victorian sexual repression and modesty gave way to a more open sexuality and a love affair with modernity.
Advertising instructed consumers how to be thoroughly modern and how to avoid the pitfalls of this new age. There was a product with a cure. The ads of the times also exhorted consumers to have a good time and enjoy life. In addition, scientific and technological themes were prevalent. The era of war, paranoia, and economic growth to saw enormous growth in the U. The suburbs emerged, and along with them there was an explosion of consumption. Technological change fascinated the nation.
The television, the telephone, and the automatic washer and dryer became common to the American lifestyle. Scenes of modern life, social promises, and a reliance on science and technology characterized advertisements of this era. The advertising industry underwent major changes in consumer perception from the s to the s.
Describe the change in consumer perception and explain the reason or reasons for this occurrence. Describe how the style of advertising changed between these eras. ANS: The s were a prosperous time, and advertisements exhorted the public to consume and enjoy life.
Advertising found a previously unknown level of respectability, fame, and glamour. Advertisements were highly aesthetic— much more visual and far less wordy than those of the previous decade. However, in the s, as a result of the depression, advertising became a villain. It was held to blame for seducing people into the excesses of the s.
Ads were crammed with visuals and copy.
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