Describe the theory of reasoned action. Why might it not be equally valuable when it is applied to non-Western cultures?
Answer to relevant QuestionsDescribe the elements of the traditional communications model, and tell how the updated model differs. What is an avatar, and why might an advertiser choose to use one instead of hiring a celebrity endorser? Contrast the hierarchies of effects the chapter outlines. How should marketers’ strategic decisions related to the marketing mix change depending on which hierarchy its target consumers use? Discuss some conditions where it would be advisable to use a comparative advertising strategy. Why would a marketer consider saying negative things about his or her product? When is this strategy feasible? Can you find examples of it?
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