Creative Strategies Are How Marketers Translate Their Messages into a Specific

question 13

Multiple Choice

Creative strategies are how marketers translate their messages into a specific communication.Creative strategies can be broadly classified as involving either informational or ________ appeals.

• A) branded entertainment
• B) point-of-purchase
• C) advertorials
• D) transformational
• E) individualization

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Definitions:

Enjoyable

Experiences or activities that provide pleasure, satisfaction, or joy, making them desirable to engage in.

Cognitive Dissonance Theory

The Cognitive Dissonance Theory proposes that people experience discomfort (dissonance) when their beliefs or actions contradict each other, prompting them to alter their attitudes or behaviors to reduce the dissonance.

Festinger and Carlsmith

refers to the researchers Leon Festinger and James M. Carlsmith, known for their classic 1959 study on cognitive dissonance, showing how inconsistencies between attitudes and behaviors lead to psychological discomfort and a drive to resolve it.

Festinger's Report

Refers to works by social psychologist Leon Festinger, notably involving his theory of cognitive dissonance which highlights the discomfort felt at having conflicting beliefs or behaviors.