When should a marketer present a message visually versus verbally?
Answer to relevant QuestionsHow does the two-factor theory explain the effects of message repetition on attitude change? 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? 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? Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve an establishment’s images via the strategies described in this chapter. Conduct an “avatar hunt” by going to e-commerce websites, online video game sites, and online communities like the Sims that let people select what they want to look like in cyberspace. What seem to be the dominant ...
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