When selecting an event to sponsor, which factor to consider requires examining existing sponsorships and programs for the brand?
a. economic viability
b. complement other marcom elements
c. clutter
d. target audience fit
e. image matchup
Question 2
Which of the following is a criticism of the means-end approach and the method of laddering?
a. The laddering method forces interviewees to identify hierarchies among attributes, consequences, and values that may actually not have existed before the interview and absent the interviewer's directive probes.
b. Consumers may possess clear-cut linkages between attributes and consequences but not necessarily between consequences and values.
c. The ultimate hierarchy constructed through laddering is a crude aggregation of the ACV chains from multiple individuals into a single chain that represents the input into a MECCAS model.
d. None of these are correct.
e. All of these are correct.
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