Shaping involves
a. taking consumers through a series of successive steps to lead them to a desired response.
b. focusing consumer attention on processing the positive attributes of the brand so that they will form a positive overall evaluation.
c. focusing consumer attention on processing the negative attributes of the competing brand so that they will form a negative overall evaluation.
d. the strengthening of brand associations.
e. utilizing the law of small numbers to form evaluations.
Question 2
The cost-per-thousand calculation should be based on circulation to the total audience.
Indicate whether the statement is true or false
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