An online bookstore seeks your agency out to boost its book sales. You review its social media channels and pinpoint that the bookstore needs to create organic campaigns featuring its customers shopping for books as retail therapy to increase impulse buying. Why would this strategy work? O Customers would be more likely to buy books after hearing user testimonials. O Retail therapy can be perceived as a fun experience by potential book buyers. O The retail therapy campaign has a better likelihood of going viral on social media. O The campaigns would make potential customers feel like they can decrease their feelings of anxiety and sadness through emotional buying of books. A work from home platform company sends your agency a message about needing help with grabbing people's attention on the company's YouTube channel. You review the channel and come up with the idea to create YouTube ads that promote the concept of greed. The ads would talk about the possibility of potential users earning a lot of money if they find a job on the work from home platform. Why would a greed appeal increase view times on the company's YouTube ads? O Humans want to feel industrious according to Erik Erikson's personality theory. O Humans are intrinsically greedy according to Freudian personality theory O Humans desire to be the heroes of their own lives according to Jungian archetypes. O Humans are attracted to video versus other types of media content.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

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Help, stuck on questions #19 & #20

Thanks much!

19
An online bookstore seeks your agency out to boost its book sales. You review its social media channels and pinpoint that the bookstore needs to create organic campaigns featuring its customers
shopping for books as retail therapy to increase impulse buying. Why would this strategy work?
O Customers would be more likely to buy books after hearing user testimonials.
O Retail therapy can be perceived as a fun experience by potential book buyers.
O The retail therapy campaign has a better likelihood of going viral on social media.
O The campaigns would make potential customers feel like they can decrease their feelings of anxiety and sadness through emotional buying of books.
A work from home platform company sends your agency a message about needing help with grabbing people's attention on the company's YouTube channel. You review the channel and come up with the
idea to create YouTube ads that promote the concept of greed. The ads would talk about the possibility of potential users earning a lot of money if they find a job on the work from home platform. Why would
a greed appeal increase view times on the company's YouTube ads?
20
O Humans want to feel industrious according to Erik Erikson's personality theory.
O Humans are intrinsically greedy according to Freudian personality theory.
O Humans desire to be the heroes of their own lives according to Jungian archetypes.
O Humans are attracted to video versus other types of media content.

Expert Solution

Step 1

In the given Multiple Choice Question,

a book store seeks help with in marketing and improving their sale, after a thorough scrutiny of their social media handles and channels, a marketing tactic that involves creating organic campaigns featuring its customers shopping for books as retail therapy to increase impulse buying.

Now before we move to choose the correct answer to the question, let us first understand the meaning of Retail Therapy, which is a coping mechanism that most of the people does voluntarily or involuntarily in order to relief stress, which usually involves purchasing something small which boost the buyer's mood when dealing with stress.

Now let us identify and reason the correct answer in the next step. (Step 2)