With regards to persuasive messages in social media, the AIDA approach is limited because it
A) cultivates long-term relationships.
B) focuses on one-time events.
C) lacks persuasive elements.
D) uses a multidirectional, conversational approach.
E) seeks input and feedback from customers who don't understand marketing.
Answer: B
Explanation: B) The AIDA approach essentially talks at audiences, not with them, and it focuses on one-time events, not long-term relationships. Therefore, a conversational approach is more suited to today's social media.
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Wenger (1998) argues there are three ways of managing boundaries in communities of practice: people, artifact, and interaction. A director of a major organization is asked to sit on the board of a smaller organization. This is an example of using ________ as a way of managing boundaries.
a. Artifact b. People c. Interaction d. Directors
Mandato Corporation has provided the following data for its two most recent years of operation: Selling price per unit$50 Manufacturing costs: Variable manufacturing cost per unit produced: Direct materials$10Direct labor$6Variable manufacturing overhead$5Fixed manufacturing overhead per year$72,000Selling and administrative expenses: Variable selling and administrative expense per unit sold$5Fixed selling and administrative expense per year$70,000 Year 1Year 2Units in beginning inventory03,000Units produced during the year9,0008,000Units sold during the year6,0009,000Units in ending inventory3,0002,000The net operating income (loss) under variable costing in Year 1 is closest to:
A. $174,000 B. $2,000 C. $26,000 D. $144,000
How does a McDonald's television ad for a Big Mac meet the three primary objectives of an advertising campaign to inform, persuade and remind?
What will be an ideal response?
In the context of marketing research data, if the marketer of a company wants to gather secondary data, he or she should use _____.
A. mall interviews B. a focus group C. his or her own surveys D. the company's product sales history