SCENARIOS Cable TV

question 132

Multiple Choice

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to Methodist Church.According to the AIDA concept,the ads must first:

• A) create interest in the Methodist Church
• B) draw attention to the Methodist Church
• C) act on unfulfilled needs of the unchurched
• D) augment current knowledge
• E) create a desire to attend the Methodist Church

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Definitions:

Conditioned Emotional Response

A type of learned response in which an emotional reaction is elicited by a previously neutral stimulus through conditioning.

Classical Conditioning

The process of learning through which two stimuli are continually paired; a reaction that starts out being elicited by the second stimulus is in the end prompted by the sole presentation of the first stimulus.

Classical Conditioning

A teaching technique involving the connection between a stimulus from the surroundings and one that happens naturally.

US Immediately Follows CS

In classical conditioning, the unconditioned stimulus consistently and immediately follows the conditioned stimulus, establishing an association.