MKTG (with MindTap Marketing, 1 term (6 months) Printed Access Card) (MindTap Course List)
12th Edition
ISBN: 9781337407588
Author: Charles W. Lamb, Joe F. Hair, Carl McDaniel
Publisher: Cengage Learning
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Question
Chapter 16, Problem 2LO
Summary Introduction
To identify: The major types of advertising.
An advertisement is an announcement made in public to promote their product or service through television ads, radio ads, and advertising campaigns.
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Write the best answer in the blank.
Here is your word bank: Ego, monetary risk, psychographic, physical risk, demographic, social risk, geographic, functional risk, behavioral, Super Ego, psychological risk, Ikea Effect, Classical Conditioning, Linked Prosperity, Id, J.N.D.
Home Depot targets the Professional segment (e.g. contractors, builders etc). They purchase in bulk and generally have specific delivery requirements because of the types of products they purchase. Home Depot uses what basis of segmentation to target their “Pros”: _______________________
This print ad is targeting a consumer that most likely falls into this Maslow’s Hierarchy of Needs category:
a) Self-Actualization
b) Physiological Needs
c) Love and Belonging
d) Safety and Security
e) None of the Above
Self-image congruence models suggest that we choose products when their attributes match some aspect of the self. Beyonce’s Beehive fan club uses this theory of the self-concept:
a) Looking Glass Self
b) Influential Self
c) Ideal Self
d) Extended Self
e) None of the above
Chapter 16 Solutions
MKTG (with MindTap Marketing, 1 term (6 months) Printed Access Card) (MindTap Course List)
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- According to Freud, the desire to have a practical wedding instead of splurging on an extravagant one is part of your: a) Id b) Superego c) Ego d) None of the abovearrow_forwardQuestion: In 1985, Coke decided to change its 100-year-old iconic formula to meet the need of young consumers. The company faced an immediate revolt. The infamous Coke debacle of the 1980’s illustrates what can happen when a marketer messes with strongly held attitudes. This is an example of: a) Classical Conditioning b) Nostalgia c) Product Congruence d) Product Involvement e) All of the Abovearrow_forwardUnited Airlines has a rewards program where consumers can earn points for travel. This is called: a) Instrumental Conditioning b) Cognitive Conditioning c) Variable-ratio conditioning d) Classical conditioning e) None of the abovearrow_forward
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