Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?
a. Advertisements aimed at changing the person's deep-rooted values
b. Advertisements emphasizing luxury
c. Humorous advertisements
d. Dramatic advertisements
ANSWER: d
Serious or dramatic advertisements are more effective at changing consumers' negative attitudes. Humorous ads, on the other hand, have been shown to be more effective at shaping attitudes when consumers already have a positive image of an advertised brand.
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The "spread" is a bank's profit margin on foreign exchange trading and equals the difference between the bid rate and the offer rate.
a. True b. False
A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. The marketing term that best describes this scenario is
A. customer valuation. B. supplier-consumer partnership. C. customer relationship management. D. relationship marketing. E. customer satisfaction promotion.
Which of the following statements about ethics and organizations at large is accurate?
a. Organizations must work hard to maintain an internal culture free of ethical challenges. b. Organizations face ethical challenges only if they fail to both engage in ethics training and in hiring ethical employees. c. All organizations are ethically challenged. d. Most organizations are ethically challenged.
Due to a number of lawsuits related to toxic wastes, a major chemical manufacturer has recently experienced a market reevaluation. The firm has a bond issue outstanding with 15 years to maturity and a coupon rate of 8 percent, with interest being paid semiannually. The face value of the bond is $1,000. The required simple rate of return on this debt has now risen to 16 percent. What is the current value of this bond?
A. $1,273 B. $554 C. $7,783 D. $550 E. $450