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Questions and Answers
Which type of advertising aims to establish pre-behavioral responses to advertising?
Which type of advertising aims to establish pre-behavioral responses to advertising?
- Direct objectives
- Indirect objectives (correct)
- Advertising to end-users
- Sales promotion advertising
Which of the following is NOT a way to stimulate consumer demand for products?
Which of the following is NOT a way to stimulate consumer demand for products?
- Direct objectives (correct)
- Sales promotions
- Public relations
- Personal sales
What is the key factor in using sports celebrities to endorse sports-related products?
What is the key factor in using sports celebrities to endorse sports-related products?
- The athlete's performance during events
- The athlete's skill level
- The athlete's long-term relationship or association with the product (correct)
- The athlete's popularity
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Study Notes
- Advertising, personal sales, sales promotions, and public relations are used to stimulate consumer demand for products.
- Direct objectives aim to elicit a behavioral response from the target audience.
- Two distinct types of advertising are advertising to end-users and sales promotion advertising.
- Indirect objectives aim to establish pre-behavioral responses to advertising.
- Sports celebrities are effective for endorsing sports-related products.
- Long-term relationships or associations between the product and endorser are key.
- Advertisements using athlete endorsers during events are less effective.
- Overexposed athletes may lose credibility and power to influence consumers.
- Indirect objectives should lead to more direct behavioral responses.
- Public relations maintains mutually beneficial relationships between sports organizations and various publics.
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