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:

Conflict Resolution

The process of resolving a dispute or disagreement between two or more parties in a constructive manner.

Smoothing

In conflict resolution, smoothing refers to an approach that emphasizes agreement and minimizes disagreement to reach a harmonious outcome.

Superordinate Goals

Goals that are shared and require cooperative efforts from individuals or groups that might otherwise have individual or conflicting objectives.

Compromise

An agreement or a settlement of a dispute that is reached by each side making concessions.