Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer. Based on the use of humor in advertising for beer, does Budweiser believe that beer is a high-involvement or low-involvement purchase for most consumers? Explain your answer using the elaboration likelihood model.
What will be an ideal response?
Low-involvement. The purpose of the ads is not to provide a high-involvement buyer with information about the beer to be processed deeply in order to form strong attitudes; rather, the ads seek to entertain us and to associate good feelings about the ad with the beer being advertised. This forms weaker attitudes; in fact, the danger of using humor in advertising is that we may remember the ad but not the brand that was advertised.
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A. diversified communication B. proverbs C. verbal dueling D. servant leadership
If Japanese consumers demand Brazilian goods, this would lead to
A) an increase in the demand for Brazilian Real. B) an increase in the supply of Brazilian Real. C) a decrease in the demand for Brazilian Real. D) an increase in the demand for Japanese Yen.
Safety is a big concern at the Glory Canning Company, and so the company has spent a great deal of money on an education program that includes cartoons, stickers, skits put on by employees, daily announcements, and array of other promotional methods and items. Nevertheless, employees have proven less than enthusiastic about the initiative. Most likely their resistance is due to
A) inertia. B) self-interest. C) peer pressure. D) management tactics. E) surprise.
All the variables for one individual person are called a(n) ____
A) data source B) field C) main document D) record