Benetton's ad for the French market showing a reporter ...

[vicotolentino]

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.

[polinasid]

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]

Excellent

[cdmart10]

Gracias!