The Combination of Rational and Emotional Advertising Appeals

question 58

Multiple Choice

The combination of rational and emotional advertising appeals:

• A)should never be done
• B)can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives
• C)would not be an effective way to advertise a high tech product such as a personal computer
• D)has limited applicability since most purchases are made entirely for rational reasons
• E)does not occur if an agency is used to prepare the advertising campaign

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Definitions:

Experimental Methods

A research methodology involving the manipulation of variables to establish cause-and-effect relationships.

Central Assumptions

Fundamental beliefs or ideas that are taken for granted at the base of an argument, theory, or policy.

Cognitive Theory

A theory focusing on the understanding of mental processes such as perception, memory, thought, and problem solving.

Task at Hand

This phrase refers to the immediate job, work, or activity that requires attention or completion without delay.