Simply Dressed has had a long-standing consumer base aged 12–21. The market has become saturated by competition causing Simply Dressed to expand its product line by partnering with a celebrity designer of premium brand business casual wear. The company is also changing the name of its stores in metro market high-end malls to Simply Spectacular. This positioning strategy is called

Spark Candy launches an ad that shows people being revitalized after eating their candy bar. The ad attempts to deliver the message “Instant energy.” Riley, a viewer of the ad, thinks that people in the ad seem rude and irritating. In terms of the communication process, Riley has________ the message improperly.

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In the case of the peripheral route to persuasion,

What are the two important dimensions to credibility?

A company hires a popular movie actor to be the brand ambassador for the company. The company hopes that the actor’s endorsements of its products will increase the popularity of the brand and also attract a large number of customers. Receivers who respond favorably to the actor’s endorsements will express

A new athletic wear company used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by its top management. In addition, the company opted for direct marketing on a project-to-project basis. The combination of these various promotional tools is commonly referred to as

Which is the best example of a celebrity endorser enhancing consumers’ perceptions of a product’s performance capabilities?

Malia has found an ad article for a skin care product brand offered by her local spa. The ad, along with the sales presentation by her spa aesthetician (who also sells the product on commission) present strong arguments for the brand’s benefits. Malia is finding it hard to refute these arguments as she carefully considers and evaluates the message toward a major investment in the brand’s line of products. Which model describes Malia’s response to the persuasive messages?

What are the two important dimensions to credibility?

A new athletic wear company used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by its top management. In addition, the company opted for direct marketing on a project-to-project basis. The combination of these various promotional tools is commonly referred to as