Scenario 5-6 Voice-It Technologies Produces Inexpensive Personal Voice Recording Devices That Serve

question 45

Multiple Choice

Scenario 5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20.00. Voice-It's products are about the size of four credit cards stacked on one another and have a useful life of about one year. The slogan this firm uses on its packaging and advertising is "Don't Write It, Voice-It!"
-(Scenario 5-6) Voice-It hired Madonna to do a TV advertisement in which she merely states "Don't Write It, Voice-It!" In this ad, Madonna is:

• A) attempting to generate a cognitive response.
• B) serving as a peripheral cue.
• C) attempting to define consumer values.
• D) a part of an existing brand community

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