Many universities contract with commercial companies to run campus websites and e-mail services. These agreements provide Web services to colleges at little or no cost. However, these actions have aroused controversy, because major companies pay to place advertising on the sites. That gives marketers entrée to influence the attitudes of thousands of students who are involuntarily exposed to product messages. University administrators argue that they could not provide the services by themselves—students expect to be able to fill out financial aid forms and register for classes online. Colleges that do not offer such services may lose their ability to attract students. How do you feel about this situation? Should companies be able to buy access to your eyeballs from the school you pay to attend?
Answer to relevant QuestionsList the three hierarchies of attitudes, and describe the major differences among them. The sleeper effect implies that perhaps we should not worry too much, about how positively people evaluate a source. Similarly, there is a saying in public relations that “any publicity is good publicity.” Do you agree? Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you incorporate. Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse? Define de-individuation and give an example of this effect.
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