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Question
A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes people's attitudes toward a brand do change, they:a. cannot be accurately measured with a test.
b. rely heavily on an artificial viewing experience.
c. only occur with repetitive exposures.
d. don"t always translate to sales increases.
Answer
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Which of the following has been found regarding advertising and gender?
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b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
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Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.
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In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False
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It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
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The social aspects of advertisement are often volatile. a. Trueb. False
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.