Author Question: Experimenting with the service setting allows managers to try out new setting features on a limited ... (Read 72 times)

darbym82 · **on:** Jun 29, 2018

Experimenting with the service setting allows managers to try out new setting features on a limited basis before embracing them.

Indicate whether the statement is true or false

Question 2

Name and describe in detail the three primary methods of promoting brand recall. Give an example of each from familiar ads or commercials. Explain why brand recall is particularly relevant to the advertising of low- involvement goods and services.

zogaridan · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

T

Answer to Question 2

There are three methods used to promote easy brand recallrepetition of the brand
name, use of slogans and jingles, and point-of-purchase methods.

Repetition ads play off the notion that things said more often will be remembered more easily than things said less frequently, and so the brand name is mentioned over and over again.

Slogans and jingles rely on linguistic devices to enhance brand name retrieval, such as metaphors, similes, rhyme, meter, and (in the case of jingles) music.

Point-of-purchase methods involve in-store displays that act as instant reminders for brands. These include eye-catching visual displays at the store entrances and within store aisles, or within the packaging itself.

Student examples may vary.

Low-involvement goods are often parity goodssuch items as soap, laundry
detergent, cereal, canned soup. Low-involvement services might include such ordinary transactions as film developing and dry cleaning. In the case of low-involvement goods, the first brand remembered is often the most likely brand to be purchased
just the recall of a name can drive the purchase decision. Consumers choose from among parity brands, not because of extensive deliberation, but because of name recall and habit.