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  3. 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  31
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 advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide
选项 A、motivation for consumers to think about the advertisement’s message
B、information that implies the advertiser’s intended conclusion but leaves that conclusion unstated
C、subtle evidence that the advertised product is superior to that of competitors
D、information comparing the advertised product with its competitors
E、opportunity for consumers to generate their own beliefs or conclusions
答案 A
解析 Inference
This question requires understanding the risks discussed in the last paragraph of the passage. Those risks are, first, that consumers would not be motivated to think about the advertisement and thus would miss the message’s point; second, that consumers may draw conclusions that the advertiser did not intend; and finally, that consumers could question the validity of the conclusions they reach, even if those conclusions are what advertisers intend.
A Correct. Providing motivation for consumers to think about an advertisement’s message would reduce the first risk discussed in the last paragraph: that consumers would fail to draw any conclusions because they would lack motivation to engage with advertisements.
B Providing information that implies a conclusion but leaves it unstated is the very definition of the soft-sell approach, and it is this approach that gives rise to the risks discussed in the last paragraph.
C Providing subtle evidence that a product is superior is most likely to give rise to all three of the risks identified in the last paragraph, in that its subtlety would leave consumers free to draw their own conclusions, to fail to draw those conclusions, or to question the validity of their own conclusions.
D A direct comparison of the advertised product with its competitors would run all the risks identified in the last paragraph: consumers might not find the comparison motivating; they could draw conclusions that the advertiser did not intend (e.g., that the competing products are superior); or they could question whatever conclusions they do draw.
E Giving consumers the opportunity to generate their own beliefs or conclusions is an intrinsic part of the soft-sell approach, which produces the risks discussed in the last paragraph.
The correct answer is A.
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