The Total Cost of Mass Media May Force a Small

question 255

True/False

The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.

---

Definitions:

Safety and Security

Refers to measures, practices, and policies aimed at ensuring the protection of individuals, organizations, or nations from harm or danger.

Cognitive Dissonance

is the mental discomfort (psychological stress) experienced by a person who simultaneously holds two or more contradictory beliefs, ideas, or values.

Opinion Leader

An individual whose beliefs or attitudes are respected and can influence the opinions and behaviors of a wider audience.

Dissociative Reference Group

A group to which an individual does not want to belong or be associated with, often influencing consumer behavior by avoiding products or brands favored by the group.