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Author Question: _____ validity consists of several components, including face validity, content validity, criterion ... (Read 118 times)

luvbio

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on: Jun 29, 2018
_____ validity consists of several components, including face validity, content validity, criterion validity, convergent validity, and discriminant validity.
 Fill in the blank(s) with correct word

Question 2

In the positioning-by-celebrity strategy, resources are allocated to perform what tasks?


wtf444

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

Construct

Answer to Question 2

In the positioning-by-celebrity strategy, resources are allocated to conduct market research to identify celebrities or spokespersons that have images matching the product and the self-concept of target consumers, to develop messages with selected celebrities or spokespersons, and to place the messages in media categories and vehicles that are associated with the celebrities' or spokespersons' image.


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