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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 6
Identify a television commercial that uses a humorous appeal. Then interview five individuals not enrolled in your class and measure their
a. Awareness of this commercial
b. Recall of the brand advertised
c. Recall of relevant information
d. Liking of the commercial
e. Preference for the brand advertised
Evaluate your results and assess the level of communication that has taken place in terms of these five consumers' exposure, attention, interpretation, and preferences for this product and commercial.
a. Awareness of this commercial
b. Recall of the brand advertised
c. Recall of relevant information
d. Liking of the commercial
e. Preference for the brand advertised
Evaluate your results and assess the level of communication that has taken place in terms of these five consumers' exposure, attention, interpretation, and preferences for this product and commercial.
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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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