首页
登录
职称英语
A key decision required of advertising managers is whether a "hard-sell" or "sof
A key decision required of advertising managers is whether a "hard-sell" or "sof
游客
2024-01-12
18
管理
问题
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific target market. The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang effects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.
Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference. [br] It can be inferred from the passage that one reason an advertiser might prefer a hard-sell approach to a soft-sell approach is that
选项
A、the risks of boomerang effects are minimized when the conclusions an advertiser wants the consumer to draw are themselves left unstated
B、counterargumentation is likely from consumers who fail to draw their own conclusions regarding an advertising claim
C、inferential activity is likely to occur even if consumers perceive themselves to be more knowledgeable than the individuals presenting product claims
D、research on consumer memory suggests that the explicit conclusions provided by an advertiser using the hard-sell approach have a significant impact on decision making
E、the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers
答案
E
解析
Inference
This question relies on what the passage suggests about the difference between the hard-sell and soft-sell approaches—and why the hard-sell approach might be preferred. The hard-sell approach, according to the second paragraph, presents explicit conclusions. The soft-sell approach, on the other hand, does not explicitly state conclusions about products; instead, consumers make up their own minds.
A While the passage makes clear that boomerang effects are minimized when conclusions are left unstated, this is an advantage of the soft-sell approach over the hard-sell approach.
B According to the second paragraph, counterargumentation is a disadvantage not an advantage, of the hard-sell approach This is a reason not to prefer the hard sell.
C The third paragraph suggests that in cases in which consumers may perceive themselves as more knowledgeable than individuals presenting product claims, the soft-sell approach offers an advantage over the hard sell approach.
D According to the third paragraph, self-generated conclusions that are associated with the soft-sell approach have a greater impact on decision making than explicit conclusions. The passage does not allude to any research on memory that would favor the hard-sell approach.
E Correct. The fourth paragraph suggests that one problem with the soft-sell approach is that consumers could miss the point; they may not come to the conclusions that the advertiser would prefer. Thus an advertiser might prefer a hard-sell approach. The correct answer is E.
转载请注明原文地址:https://tihaiku.com/zcyy/3357262.html
相关试题推荐
________hewillcomeornotisunknown.A、IfB、WhetherC、ThatD、WhatB本题考查连词的用法
SpeakerA:Iwaswonderingwhetheryouneededanypart-timers(业余工).SpeakerB:_
Thecompanyisstartinganewadvertisingcampaignto________newcustomerstoit
Atfirsttheinstituterefusedtopurchasethetelescope,butthisdecisionwas
SpeakerA:So,what’sthestatusofouradvertisingcampaign?SpeakerB:AsIme
SpeakerA:So,what’sthestatusofouradvertisingcampaign?SpeakerB:AsIme
Atfirsttheinstituterefusedtopurchasethetelescope,butthisdecisionwas
Hewrote2,000wordsadayandherequiredcompletequietwhilehewrote.他每天创作两千
Schoolsarebadbusinesses,whetherpublicorprivate,notusuallybecauseofba
Forthispart,you’rerequiredtowriteacompositiononthetopic"Gettingto
随机试题
易燃易爆化学物品出厂时,必须有产品安全说明书。说明书中必须有经法定检验机构测定的
环刀法测定压实度试验中,须进行两次平行测定,其平行差不得大于()A.0.1g/
电风扇高速转动时,人们看到的不再是一扇一扇的叶片,而是一个整体的圆盘在旋转,这种
精益管理指变电运检验收工作坚持精益求精的态度,以精益化评价为抓手,(____),
下列关于培训结果层面的评估的说法错误的是( )。A.可以打消高层主管投资培训的
招标文件中,由于各种管理要求、管理价格的制定都具有(),所以过一段时间可能需要调
单线循环脱挂抱索器客运架空索道在吊具距地高度大于()时,应配备缓降器救护工具。
某点的真空压强为65000Pa,当地大气压为0.1MPa,该点的绝对压强为(
根据记账凭证登账,误将200元记为2000元,而记账凭证没错,应采用()进行更正
项目成本指标控制的工作包括:①采集成本数据,监测成本形成过程;②制定对策,纠正偏
最新回复
(
0
)