The Rossiter and Percy Perspective Summarizes Four Communication Effects for the Target

question 38

Multiple Choice

The Rossiter and Percy perspective summarizes four communication effects for the target audience. They are:

• A) level of involvement, brand attitude, reference group influence, and affective behaviour
• B) choice, consumption, loyalty, and habits
• C) category need, brand awareness, brand attitude, and brand purchase intention
• D) consumer memory, brand knowledge, feelings, and action