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

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

Which statement is true of word-of-mouth (WOM) marketing?

Tasty Inc., a manufacturer of cat food in Texas, places an ad in a publication aimed at veterinarians. The ad explains why they should recommend Tasty’s cat food to the owners of the cats they treat. This scenario illustrates a

Chris is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of LT smartphones and scrutinized how the advertising message argued in favor of LT’s superiority. According to the elaboration likelihood model (ELM), Chris is engaging in which route to persuasion?

Which statement is true of word-of-mouth (WOM) marketing?