Advertisers Use the Image Transfer Process in Radio Advertising in Order

question 23

Multiple Choice

Advertisers use the image transfer process in radio advertising in order to

• A)emphasize the zapping effect.
• B)reinforce its television messages.
• C)transfer the image created by a radio commercial to the point of purchase.
• D)transfer the image of celebrities to the advertised brand.
• E)increase commercial clutter.

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Definitions:

Ego

A part of the psyche that mediates between the conscious, the unconscious, and the reality by deploying defense mechanisms.

Superego

A component of Sigmund Freud's psychoanalytic theory, representing the moral conscience and the ideal self, influenced by societal and parental standards.

Conservative

A political and social philosophy that promotes retaining traditional social institutions in the context of culture and civilization.

Moralistic

Pertaining to the expression of ideas about what is right or wrong behavior; often involving the imposition of moral standards onto others.