Reference no: EM132231631
1. In the case of promotional strategy, market segmentation will dictate:
a. Media selection
b. Timing
c. Copy strategy
d. all of the above
e. none of the above
2. Which of the following represent(s) disadvantage(s) of using a two-sided message:
a. convincing the audience about superiority of competitor's brand
b. tend to be long and costly to produce
c. produce a carry-forward effect
d. need to utilize a clearly recognizable celebrity
e. b. and c. only
3. A two-sided message will be more effective when:
a. used together with one-sided message
b. used with audiences already exposed to counter-arguments
c. used in print rather than television
d. all of the above
e. b. and c. are true
4. Communication research support the thesis of preference for explicit messages by intelligent audiences
a. True
b. False
5. Studies on the relationship between self-confidence and persuasibility imply that audiences in the middle range of confidence:
a. are relatively easy to persuade
b. are relatively difficult to persuade
c. must be made more self-confidence prior to a persuasive attempt
d. must be made less confident prior to the persuasive attempt
e. none of the above