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Author Question: Benetton's ad for the French market showing a reporter interviewing an ethnic protester while he is ... (Read 59 times)

vicotolentino

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on: Jun 29, 2018
Benetton's ad for the French market showing a reporter interviewing an ethnic protester while he is being brutally arrested could be perceived as a protest against police brutality. Which type of advertising does this represent?
 a. Corporate advertising c. Advocacy advertising
  b. Image advertising d. Public service advertising

Question 2

Negative word-of-mouth communication is more likely to occur when consumers:
 A) perceive that the problem is severe.
  B) face problems that are unstable.
  C) repeatedly purchase products of a single brand.
  D) make purchase decisions that are not credible.
  E) are satisfied with the company's responsiveness.


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polinasid

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Reply #1 on: Jun 29, 2018
Answer to Question 1

C
Image advertising is used to enhance perceptions of a company in a given market. Corporate advertising is used to promote the company behind the different brands. Advocacy advertising is used by companies to stress a particular point of view. Umbrella advertising is not discussed in this chapter.

Answer to Question 2

A


vicotolentino

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Reply 2 on: Jun 29, 2018
Great answer, keep it coming :)

tuate

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Reply 3 on: Yesterday
Thanks for the timely response, appreciate it

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