Questions from Advertising and Promotion

Q: NFL quarterbacks Peyton Manning and Tom Brady are both very popular endorsers

NFL quarterbacks Peyton Manning and Tom Brady are both very popular endorsers. Compare Manning and Brady as advertising spokespersons. Why might a company choose to use one versus the other as an endo...

Q: Marketers recognize that subcultures have an influence on consumer behaviors. Give

Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact one’s buying decision.

Q: The chapter discusses marketers' use of multiattribute attitude models. Explain what

The chapter discusses marketers' use of multiattribute attitude models. Explain what a multiattribute model is and how a marketer might use it in an attempt to reach the consumer.

Q: Explain what is meant by cognitive dissonance. Why is this concept

Explain what is meant by cognitive dissonance. Why is this concept important to marketers?

Q: In attempting to segment the market, marketers often will segment on

In attempting to segment the market, marketers often will segment on the basis of subcultures. Citing the chapter, explain the advantages and potential pitfalls of this strategy.

Q: Figure 4–1 presents a basic model of consumer decision making

Figure 4–1 presents a basic model of consumer decision making. Describe the model, and explain what happens at each step of the process.

Q: Consumers experience different forms of problem recognition. Explain each type of

Consumers experience different forms of problem recognition. Explain each type of problem recognition and give an example of a purchase of this type.

Q: The chapter discusses a variety of research methodologies to examine consumers’ behaviors

The chapter discusses a variety of research methodologies to examine consumers’ behaviors. Discuss some of these, focusing on the advantages and disadvantages of each.

Q: How might one’s social class influence his or her consumer behaviors?

How might one’s social class influence his or her consumer behaviors? Give examples of products and/or services that might be influenced by social class standing.

Q: Explain the differences between functional and psychosocial consequences. Give examples of

Explain the differences between functional and psychosocial consequences. Give examples of advertisements that focus on both types.