A commercial depicting the Canadian Rockies in the backdrop behind a 4-wheel-drive vehicle can be thought of as an example of
a. the use of humor in advertising.
b. an infomercial.
c. cognitive appeal.
d. shock appeal.
e. the use of attractive visuals in advertising.
Question 2
Marketing researchers must make many decisions over the course of a single research project, and throughout the
process consider the ethics involved in the choices they make. Ethics are the _______ that govern the way an
individual or a group conducts it activities:
a. Moral principles and values
b. Established rules
c. Traditional beliefs
d. Accepted practices
e. Approved methods
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