What are blogs and how can marketers use them?
Answer to relevant QuestionsWhat is the difference between buzz and hype? How does this difference relate to the corporate paradox? Corporate paradox is not in this chapter any more. Buzz and hype appear in the summary but not in the chapter. How does the two-factor theory explain the effects of message repetition on attitude change? List the three hierarchies of attitudes, and describe the major differences among them. A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to using one or the other. Observe the process of counter-argumentation by asking a friend to talk aloud while watching a commercial. Ask him to respond to each point in the ad or to write down reactions to the claims made. How much skepticism ...
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