In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to:
A) use neither
B) use the symmetric scale unless the researcher is confident respondents will only use one side of the scale
C) use the non-symmetric scale unless the researcher is confident that respondents will use both sides of the scale
D) always use both to be certain that the respondent has a choice of how to best express his or her attitude
E) none of the above
Answer: B
Marketing Research
- Public Relations Function: Working with donors or members of nonprofit organizations to gain financial or volunteer support.
- Public Relations Function: Maintaining relationships with shareholders and others in the financial community.
- Public Relations Function: Building and maintaining relationships with legislators and government officials to influence legislation and regulation.
- Public Relations Function: Building and maintaining national or local community relationships.
- Public Relations Function: Publicizing specific products.
- Public Relations Function: Creating and placing newsworthy information in the news media to attract attention to a person, product, or service.
- A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
- The net return on advertising investment divided by the costs of the advertising investment.
- The vehicles through which advertising messages are delivered to their intended audiences.
- Execution Style: This style features a highly believable or likable source endorsing the product.
- Execution Style: This style presents survey or scientific evidence that the brand is better or better than one or more other brands.
- Execution Style: This style shows the company's expertise in making the product.
- Execution Style: This style creates a character that represents the product. (like Mr. Clean, the Gecko)
- Execution Style: This style shows people or cartoon characters singing about the product.
- Execution Style: This style builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity. Few claims are made about the product or service except through suggestion.
- Execution style: EXAMPLE: an IKEA ad show consumers creating fanciful room designs with IKEA furniture.
- Execution Style: This style creates a fantasy around the product or its use.
- Execution style: EXAMPLE: an ad for Athleta active wear shows a woman in a complex yoga pose and states "if your body is your temple, build it one piece at a time."
- Execution Style: This style shows how a product fits in with a particular lifestyle.
- Execution style: EXAMPLE: Silk Soymilk "Rise and Shine" ad shows a young professional starting the day with a healthier breakfast and high hopes.
- Execution Style: this style shows one or more "typical" people using the product in a normal setting.
- The advertising team team must find the best approach, style, tone, words, and format for executing the message.
- Advertiser must next develop this, also known as a big idea, that will bring the message strategy to life in a distinctive and memorable way.
- The general message that will be communicated to consumers.
- A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages.