首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific t
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific t
admin
2019-11-17
75
问题
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific target market. The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang effects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.
Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.
Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPT:
选项
A、Its overall message is readily grasped.
B、It appeals to consumers’ knowledge about the product.
C、It makes explicit claims that the advertised brand is superior to other brands.
D、It uses statements that are expressed very clearly.
E、It makes claims in the form of direct conclusions.
答案
B
解析
Supporting idea
This question asks about what is directly stated in the passage about the hard-sell approach. The first and second paragraphs provide the details about this approach, including that it uses direct, forceful claims about benefits of a brand over competitors’ brands; its claims are simple and straightforward, in the form of explicit conclusions; and consumers are generally left with little room for confusion about the message.
A The second paragraph states that there is little room for confusion about the message.
B Correct. The extent of consumers’ knowledge about the product is not mentioned in the passage.
C The first paragraph indicates that in the hard-sell approach advertisers make direct claims regarding the benefits of the advertised brand over other offerings.
D The first and second paragraphs say that hard-sell claims are direct, simple, and straightforward.
E The second paragraph emphasizes that the hard-sell approach presents it claims in the form of explicit conclusions.
The correct answer is B.
转载请注明原文地址:https://kaotiyun.com/show/iQkO777K
本试题收录于:
GMAT VERBAL题库GMAT分类
0
GMAT VERBAL
GMAT
相关试题推荐
Therewasonethoughtthatairpollutionaffectedonlytheareaimmediatelyaroundlargecitieswithfactoriesandheavyautomob
IftheDakotaAccessPipeline(输油管道)iscompleted,itwillcarrynearlyhalfamillionbarrelsofoilacrossfourstateseveryd
SpeakerA:Hello.CanIbeofservicetoyou?SpeakerB:I’mjustwindowshopping.SpeakerA:Youarealwayswelcome.【D8】______
Normallyastudentmustattendanumberofcoursesinordertograduate,andeachcoursewhichheattendsgiveshimagradewhic
Belowisapictureshowingayoungwomanwhoworksathome.Writeanessayofabout120wordsmakingreferencetothefollowing
Greenseaturtles(海龟)aretheworld’slargestspeciesofhard-shelledseaturtle.Whilemostindividualsweighabout136to181
Thesimplestwaytosayitisthis:Ibelieveinmymother.My【C1】______beganwhenIwasjustakid.I【C2】______becomingadocto
Outofallthestudentswhoenrollinamassiveopenonlinecourse(MOOC),onlyabout5percentcompletethecourseandreceive
1mustdeclineitbecausetheconditionsyouofferedarenot______.
随机试题
幽门螺杆菌与胃癌有关的可能机制是
A.两眼鼻侧视野受损B.两眼颞侧视野受损C.同侧眼鼻侧和颞侧视野均受损D.同侧眼鼻侧视野和对侧眼颞侧视野受损E.同侧眼颞侧视野和对侧眼鼻侧视野受损切断视交叉将出现
在传染病区,护士穿好隔离衣后禁止进入的区域是
Ⅱ类洞与髓室顶平行的壁接近牙龈的壁
室外电缆线架空敷设时,应沿墙壁或电杆设置,严禁用金属裸线作绑线,电缆的最大弧垂距地面不小于()。
英国、美国采用间接标价法,欧元区采用直接标价法。()
背景材料:××年7月15日,长沙市组团参加了在广州召开的“泛珠三角贸易洽谈会”。会上,该市一老牌中型国有企业——星城汽车制造厂引起了一家台商——宏远汽车股份有限公司的投资兴趣。当日下午,双方在广州市天地宾馆举行了洽谈。
解决劳动力就业问题
Eatinghealthilycostsabout$1.50moreperpersondaily,accordingtothemostthoroughreviewyetoftheaffordabilityofahe
ThehistoryofWesternmusicproperlybeginswiththemusicoftheChristian,Church.ButallthroughtheMiddleAgesandevent
最新回复
(
0
)