"The Gary Vee and K-Swiss Campaign: a Successful Partnership" Case

question 6

Multiple Choice

"The Gary Vee and K-Swiss Campaign: A Successful Partnership" case is described as an example of the asymmetrical communication model. How do you know this is true?

• A) The campaign utilized endorsements, social media, and audience engagement.
• B) Gary Vaynerchuck released the same product information to everyone at once.
• C) K-Swiss shoes were tested by athletes against other top brands such as Nike.
• D) K-Swiss officials employed media relations and special events to build brand awareness.

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Definitions:

Foot-In-The-Door Phenomenon

A psychological tactic involving getting someone to agree to a small request to increase the chances of them agreeing to a larger request later.

Cognitive Dissonance

The psychological discomfort experienced when holding two or more conflicting thoughts, beliefs, values, or attitudes.

Role-Playing

A teaching or training technique that involves acting out situations or assuming the roles of characters to simulate real-life scenarios.

Cognitive Dissonance Theory

The theory that we act to reduce the discomfort (dissonance) we feel when two of our thoughts (cognitions) are inconsistent. For example, when our awareness of our attitudes and of our actions clash, we can reduce the resulting dissonance by changing our attitudes.