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If we use the model of the hierarchy of effects to define the communication objectives, in order for a consumer to have the necessary knowledge about the brand so that he begins to consider it as an alternative, we could use which of the following strategies: Select one: a. Make an announcement that uses the central persuasion route. b. Make an announcement that uses the peripheral persuasion route. c. Make an advertisement in which the theory of operant conditioning is applied. d. Make an advertisement in which classical conditioning theory is applied.

If we use the model of the hierarchy of effects to define the communication objectives, in order for a consumer to have the necessary knowledge about the brand so that he begins to consider it as an alternative, we could use which of the following strategies: Select one: a. Make an announcement that uses the central persuasion route. b. Make an announcement that uses the peripheral persuasion route. c. Make an advertisement in which the theory of operant conditioning is applied. d. Make an advertisement in which classical conditioning theory is applied.

Principles Of Marketing
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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If we use the model of the hierarchy of effects to define the communication objectives, in order for a consumer to have the necessary knowledge about the brand so that he begins to consider it as an alternative, we could use which of the following strategies: Select one:

a. Make an announcement that uses the central persuasion route.

b. Make an announcement that uses the peripheral persuasion route.

c. Make an advertisement in which the theory of operant conditioning is applied.

d. Make an advertisement in which classical conditioning theory is applied.

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