3 Questions
Which type of advertising aims to establish pre-behavioral responses to advertising?
Indirect objectives
Which of the following is NOT a way to stimulate consumer demand for products?
Direct objectives
What is the key factor in using sports celebrities to endorse sports-related products?
The athlete's long-term relationship or association with the product
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.
This quiz will test your knowledge on the various techniques used to stimulate consumer demand for products, such as advertising, personal sales, sales promotions, and public relations. You will learn about the different types of advertising and the effectiveness of athlete endorsers in sports-related products. We will also cover the importance of establishing long-term relationships between products and endorsers, and the potential risks of overexposure. Test your understanding of indirect and direct objectives and how they elicit behavioral and pre-behavioral responses
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