A Kraft ad informing consumers about the company's endorsement of ...

[tatyanajohnson]

A Kraft ad informing consumers about the company's endorsement of community events is an example of
 a. Corporate advertising c. Advocacy advertising
  b. Image advertising d. Public service advertising

Question 2

In the context of mispredictions about emotions, which of the following statements is true of negative performance disconfirmation?
 A) It occurs when a product makes a consumer feel worse than what it was forecasted to be.
  B) It occurs when a product has been tried and evaluations do not match reviews.
  C) It occurs when consumers do not care about outcomes because they already have strong biases.
  D) It occurs when a product fails to perform how a consumer thought it would.
  E) It occurs when consumers do not switch because they are loyal to a brand.

[sierrahalpin]

Answer to Question 1

B
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

D