When Brian explains to his supervisor that advertising communication may not lead to immediate behavioral response or purchase, and uses a purchase funnel analogy to explain that a series of effects must occur, with each step fulfilled before the consumer can move to the next stage, he is explaining the ________ model of how advertising works.
A. hierarchy of effects
B. AIDA
C. diffusion of innovations
D. innovation adoption
E. information processing
Answer: A
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Indicate whether the statement is true or false
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a. True b. False Indicate whether the statement is true or false
When the makers of Arm and Hammer Baking Soda created toothpaste containing baking soda as one of its ingredients, it was attempting to broaden its current brand with a new product. This strategy is called brand ________.
Fill in the blank(s) with the appropriate word(s).