While Any Given Advertisement for a Product May Focus on Only

question 43

Multiple Choice

While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.

• A) advertising campaign should focus more on manifest motives because they always have a stronger influence on purchase decisions
• B) overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives
• C) advertising campaign needs to cover all the important purchase motives of the target market
• D) A and B
• E) B and C

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Definitions:

Opera

A dramatic art form that combines text (libretto) and musical score, typically in a theatrical setting, involving singers and musicians.

Magical

Relating to, invoking, or possessing supernatural powers or qualities.

Proposition

A pronouncement that reveals a judgment or perspective.

Equivalent

Equal in value, amount, function, meaning, etc.