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Exam 1 - “W Marlmiing 3T ditch k haulphah qua Ida-5 hi H...

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Unformatted text preview: “W Marlmiing 3T: ditch. k haulphah qua}; Ida-5; hi! H H. Li Hull. M. Hui-.1]: EAL! ELK}: Fi r5: Emmi 11TH, .1 nun—mt! ‘-‘~T§"h‘1'l :t'1-' giuhi'rsla'ti r.“ m. a“. flan—- Fci'nzrlifi" l Wh} an: mark-ultra A; main? til-air urn-5'; m' 3.1-. cruising m Hut-z main in much {Emir target market and infirm}:in Ehuir Hit: 91' mtcgrahfi Imrkuiir‘g cmmmmiumium'? A] The mass mark: hay iuwmrn: frugmutfifld. B} The cxpinsjun ej'ncw [cal-lamingjus hm: gin cn .cuzmumcra grams: cmflmi nvur I‘m mammunimiinn pr: mum. (1} Ti - us: ufllar: Enigma-l :me' Mammal-1r: 'L‘t‘l‘il‘E‘JSEll‘ in gmwing. D} New gluiml [It'll-mm an: emerging. +2} _ AH :91" 111-: above explain the: firm-Lain; Irlihm- on mtrgnucd amrkcting: ' L‘UIWIHCBIiLH—n’i ."E. :13 aflxmiserx cmhmmr‘: the pmmsg of 'uflcgmlcd nmrkcting mmmunicutmm; A) auxilian' pmmticm! yen-ices Dream: :m hummum clmmm in cfimlivc nmrkcziai: commlnmmmm 13} many umupmfics began Making; hum-Md tiwir lrudiLicmul mivmii'shtg agrnuiug and wing ulfier types fifpnmmtim‘m! Hpflcii'lfifitfl m dcvflézp and implunmnt Iimir pr'mmlinnul pmgrums C} many ad gawk-2: acquimd public mini lunfi pruuminn. and dirm! “nu-kelmg mmpaniL-s m €19;de :hci' :Eimt'niiih‘cs inn-.5 [Iii-hr L'iistl‘lh' H: 2mm fillippimi [hr :1}: limit pmmmhma! mum‘s i3} {null-units began Ming a variety ufpnumzium! tor-I5 mthcr than it§}'ir§g_ primed??- _ upon mass Imam udvcniaing I512“ . of “in: ainwe 133mm! 3. As nmrkttcrfi imunme man: suphifiticaled in [hair unfiurs’mnding m‘irrmgmmd whim mnmmnicalimm. they are rccmguizing 111m A} cfl‘wiw flagramd nmrkcting communicatqu calls for 2 centralized nwmgimg fimclinn B} hacgrmcd mrkfiing cnmnur-jcminm muzal camidtr all warm nfhmmfi er Emmy mm: that a mum: or wasp-tau has with a pmduc: C] hula-glued mitiing mummimiiflns nfi'hm mam than just Eda-.2: for mrdhaaiing all uflh: clam-:15 ofthc marketing and pramlilmi prung D} imagrazed helps companies: idtfiflfiz' the must flpfi'fifmlc :mci cfimht . -_ mflmds {cur Humming msmms all'ofthr: aimvema true “am: I 4 Ads fin: Wagner Brut-if: Prudtlctfi. EEprEtilt 941:er plugs, M5111] nut—5E5 Farm, and Ktj'hiiflllc which; in Fry Rfl'fl'h‘. u jnurrml wring-:1 add puttflshml mitmiutty fitr uttwmm'amfiinm Inn-fun!“ .mlpbh an: cvrfiptcs L't .t't‘r retail dirtttl-t'thtmnsc ii}- mmm-ttI—hmimm I?!) mini-551011.11 E} primary’dumtmd 3.! vent-£515}- J- Huw flee: the 'ttcgrami “mining; mint-12:53:12 $.21..- {tit-{Ct gh'rqxtcth-e tu grmnntimml plianttlfig difi'ur tram tmditim'tnl appreaner to prmttuLiuu'.‘ Pd IMF puts 111nm- cmp’nas'ts {m tad-venting and tem- mt $1111.35 pmmutfinn. ‘S‘EL IMC puts tmn: cmpbmtifi {at sales prmmt-inn and his til-l! advertising. _ 1C]; [MC recognizes that marketers must he an}: In tIsr :1 “16‘: mg: of mariacth and pmnmticrml touts m communicate cfi'ctttit'fl} and prcscnt 11 consistcnt image tu Htrgfil nudist-nets. D} IMC places harrircrs around the: “Hiatus Humming amt promtiumfl fitnctiamt and r requires that thtty ht! piamtad and mmwgctt Separately. '13:} Al! fifth: abet-c- dmfihc ways that the “Mt? pct-331:1in difihrs from tmuiitimtal r” apprttachrs in pram-33mm. 6- Which urthc- foliuwing statcmts alum flu: “L‘vln E's-hrs" being thught by CLEEFCOIH. and P ' is that? J Both Com-Cum and Pepsi—Cola Spend filth! mu:th an advertising and promutitm _ targeted al cit-Mums but rather nil}; an trad: pmmntiuns. r jCokc‘s aura-L: (m Pepsi in 1993 came 31mm “than flak: milled Pepsi was achitzving “_ Supcrtm'itj' in int-axmtiunal mm‘kct-s. C} Both companies are finalising attention on foreign matkets fur grant}: sine]: the LLB. ' . wit-drink market isexpericmhmg stow mm]: D) Both Coca-Cola and Pepsi an: giving little alt-cation to the [5.5. Hurksiit 5m all ut‘titc ” gmwth ptttantial is in fureign markets. E] Both comic; rail-r solely on mum adttnising a3 :1 wag: ufpremthtg their hands. '3- An advertising wupaign stating that BMW “nutpcrforms mun cars on that: read even before you step on the: minute? is an examph: of _ _ Win11 benefit - )1 dmmgt'aphic gmgraphi: n was a E} 3111-— ii. 1Iii-"lien MetaiioLEIe first eartie on the market. its 051i 5' pr'odiset was a ~.x-eii?Ji1-inss pii'. titer was guaranteed to energize the user by emitting; a greater level of ithysieai activity. niaci- would burn calories. 'I‘Itis was its only product, and it was marketed to anyone witt- wanted to lose weight or have more energy. This means- that its target market Wm. virttta iy anyone breathing! because very few peopie iiico their etlt'rettl weight- and et'eryute; eoti'tti use a little more energy. Meta‘onL-HE' used. A}_ eoneentrated marketing tirit‘lifierentiated rttarketirie market :ttrimimtion D} Hittite marketiflg F.) deniegrapitie segmentation 9. 'When consumers think oi" Quantab' Hil'iint'st-L the first thing that comics to mind is the koala. 1fleeause oi'tltis strong association, the Rosie anti Quarters are i'reewing tlte he eiit of positioning by: A] produet eiass [it]j useiappiierititm Elli euittrra! symbols 1?} product at t ri'ntrtes T1} eotttpetitor It}. GM's bran-a rriariagers' primary responsioiiity for the immediate iiatare is in the advertising: and promotion areas. EVEHEUHiij' GIVE hopes to make its timer! managers restioitsihie for. fit} planning the marketing program for a ear model B} det-‘eioping and coordinating tire budget C} traeiratg protit rmt‘oi-manee of the ear iirodei impteritem Era; and eootroiling tire ritariteting program 0% doing. ali ofthe above .I’ 1 I. (Irities argue that the use ol'____ ean encourage ageneies to ignore eost aeeotmtirtg systems and avoid media such as direct maii and sales pron-retains. A] percentage charges E3} 1' uteri fee arrangements C} oust-pies agreements the oorrurtission system E} the ooieetit-‘e—aod—tasit compensation systetrt TFS- nfrmnkflitg and ad agency :xucutivcs about Integrated marketing Whm (IMCJ In“: flmwn tint: A} agency cxucfltitms d0 nut mppnrt tht: iduu nfintcgrattd mrkflil’lf. B} markctcrfi and agency Executives haw: similar upinians regarding whu should ht in charge of the IMC pmng - interm! turI'bttttk-s. agency cgus, and fear ufhudget reductier an: mm as tmtim' barium-to Sumsgfifl IMC campaigtm D}- mktfing amtivcs the! that a lack arm-upk: with IMC skill; is a trutiur nbflaclc tu impknmting integrand matkctmg E} 1mm: 0!" the. alum: is true 5]. Oral B marketsan imiicator Inc-thitde that rtmimis mrtmmm “Mt they med ta rflphcr: their nIci warn brushes. This Strategy i3 focuseti 1::- math mmumra at “Huh SI:th fiflht‘: cansmmx dmlfifln making preterm? _ problem nwthithn ) internal march C} tattle-rm! search D} ahfimfii‘lfl: cmluatimt E] putting: E4. The percquimt pmcesifi whereby curmunwrs interpret inft‘lrmatiun based an [heir 1.11m att' “fits, bciizt'a, mfiws and expat-damn is mum as: gt gleam: atttcntlnn ,{I—i}! imitative cxposure fig?) mixtiu: Wantreimttstcn } mkclhfc retention 3E; suhhnunal parccmum IS- Every aficmouu at about 3 o'clock: Neil buys. a mid drink. He Eifi'lt: [3-535 :1 Coca—(Ith a Mounth D¢w, or :1 Minute: Maid Imtonad: He: wiII mitt buy any thith brand or tfim 0f mfidfitfltbacatflctimfluficdrhflunukfluplfisz A} decision cfiicrifl B} brand altributinn list g} marking mud-:1 D}, mind 5E1 E} subliminal chuicex ‘ 16. With affix: {album 5mm :12ng manila] adxmisiug is true? E] The mjurizy :5th mm berm-e adwrtim do not use subiimiml 7 3(1vang H—a Bi Cmnnybemnumufsuhfimhflndwflhingmgn Subliminal advertising has prawn to be cfl'ecliv: pi Must advertisem us: subliminal ativmi'sing. {Bf Must 3.1mm beam subliminal admbfing wutks. 1?. Spaldirtg ran art-advertising campaign ruminating 'l'ep Flight gall" balls as the brand that is the mast durable and guest the farthest. This ad campaign attempted ta influence et'tttsemers‘ attitudes by: / A} inereasirtg er dunghig the strength at heliet'ratiri; et'the brand er: an imminent attribute _ B} changing ennstttrleta' perceptiens of the mwnaaee er valve et'an attribute * “I {3} adding a new attribute to the attitude fat-nastier: prt‘beefi fir igmrirtg that mnlpciilian E} avoiding mtgdirw effeCt an mmm‘ attitudes: IS. Shnpiified decision rules stash as "always hug- tite largest. size nt‘dte cheapest pinned detetgult" er “Gray 1113' mater ail ifthe n'tanuihcterer is ofi‘eta'tg a whale" are called: 1 w i A}_ farm] integration strategifi w E! as been-isties fl C) farmaliaed group norms [Tl] pmhletn~salving consulaenees E] flimuluseesponse humefits 19. Why are ptineiples ofeperatlt conditioning uwiel in the detr‘elepmenl afpmmnlhtnal strategies? A] The pritteipies afeperattt canditiening explain the L‘flgnllivr.‘ preeestses that mediate a eettsumet‘s response ta advertising. fish The principles at" aperat‘tt eenditiening shew that experiences with pmdtiets previde " reinfereemems that affect future purchase behaviors. L ‘6; The ptieeipies efeperant conditioning explain why eaupens and samples are unlikely to have an}! desirable eflbet e-n consumer behavior. 4%} The principles ef‘apemnt condititm'tng explain censumer helmvier in bath the high afld law itlttfllt’ertlaflnl Siluatinnfi. E} The principles efeperant canditiening explains lmwtlte pairing el‘tt neutral stimulus with a pusit'we stimulus ean produce an immediate desired respense. 10. Peugeot ran a print aliveflishlg campaign liar its nummhiles that presented twenty good reasons for buying a Peugeot 5115. The ad was very detailed and euntained a great deal at" infatuation cementing perfemtanee eiumetezisties affine ear. This type of ad campaign weld he consist-em with which affix: following learning theories? A) Wmndflhnhg )f classieai mm 101» "Involvement hauling D magi-tithe learnth I.th . Page .‘i I 3mm: advertising and marketing musk: an: skcptkal Hhfllu'! the value of semi-tins banana: they bclJ'ct'c: hf thc m3 at" an aduuniscnmm any all other form at" cammunitstion lie-5 sulcly in flu: matsng If H} social scientists rtmy rand inn much int“ adwnishg messang and an: twat-1:. ' ' lute-qua] in immmting {hL‘SL' messages C} com-mus inturpmt advertising, nmsagcs in tusimlh the samn: Way it casts 109 TIME!"- mtsg' to cattth statistic analysis nfatiwflising mtssagcs mcuhum cammt tat: explained by anything as simplistic as sumiotics 23. Mamas mint candy uses an advertising canqraign that slmws 13mph: smith; pmhlcms by thinking mastic of 111:: black box—by tut-Ling a flesh km]: at a cnmn pmblcm- Tl: advertiscrs think the Imssagc :11: ad deiivns is fiasluwss. Haws-kw. Bid: and Bali: Minmn thith Ills? ad is sénqsh' shunting people being rude and bmrish. fine of the: 110115331: 1 7 explanatian fimr these lfigllly :iiffiartnt paccptinus fifth: ads is due to an abscnrc nfi A} iificrprctutivc links H} feedback mechanisms ' resinous: hierarchies l. __ comnmn gmde If} fields ul’expcrlcncc 23. What dentiaping 1-. conuulsnjcatitms plan. the: pruccss shauld begin with: A} dam who will hit: the scum: fifth: maimth --~. E3 the identificatim and armlysis ofrcmivcrs in the target nudism \‘L {‘1 dmiding what fwdhack level is Escapism: / D} dctcnnining What media to us: 13} ascertaining the type of fwdback that wilt be acct-pied {I} 24. Which only: following teapot-15c hicrarchy models depicts commas-rs as going thmngh the f ' st «:5 afamcuess =3! interest «5' evaluatitm ‘9' t:'ial 9 aduptinn? the AIDA made! ' B} the. hismmhy oftflbcts triads] - —- C innuvatiun adaptinn madch tit: infmmt'mn mm model] the integrated mammalian response nudel 25. Which fifth: {Guessing reaponsc hicsarcly Mdfllfi inclust a Cognitive stage? a} the AIDA mcdd 5' B} fin: Hermit; ul'cflbm model C} the irritation-atlas}me mt}ch D the floatation m mdtl is} 11 own.- show. / 21'... Which uflhe fullewing statements demibes how the traditimet' deflects mind .7- can he used as at Measure for udtrenisittg efi'eetiveness‘.’ A] Consumers tttust pass thtuugh each stage befere making 2 pteehflse. B} .ewaremss amt: meal! an: the must important n‘teesures et'm! efl‘eeth-eness C1 The stages ul'ttm hierarchy ufl'er useful inert-[mime tttetmtres efedwt'tiséng _ __ effectiveness. DE The hierarchy is net useth because sales are the uni}; sppmpfiete gettI of advertising. ' “E1 “time is net 3 situatieml teeter when using this meet to {11615911 Ed efleetit-emss. f .4 1. He: ttse et'enrpsmte leaders as smkespenems Fer e eempeng humane: the Ismael: sewee's: A expertise and attractiveness fig} primer and compliment: fir ettteetiveness. power, and emertise ED)” t:t:Ittt;.JI-.tanetti u:-::rrttigttitjr= and image I TEE} credibility and image 23. A ' rein; to the shaft-er effm‘t plummm: thc- impact of permive messages diminislws our: time ,AB'E people retain advertising. messages when they see them right before gt‘ling to bed and _J rehearse them in their sleep ~ __ 7:9} the impact ef permsh'e Illness-ages fruit: ktw-etetiibifity memes can increase eve: the: ' '— sirm the message eurtttml become disameieted {hem L'te sen-“cc the impact efpersuasive messages fmm low-eredfhifity snttrees decreases ever time since pettple Forget the content of the message #151 pimple iratther d'fizsseaiale law-credibility sources i'mm mesmges miter: the:- are paying less than filll attentiunte the unmet- 29. Georgia Gevemet Rey Barnes appeared in a television eemnereie] luring to permeate all Geerg'wts te fill out the Zflrflfl census form He spate of" all the rem-nee the State hast due tesnmtypeeplemtbeingemmted inthe 1mm. Hestaledlhet mreereufied mhuels, nvenwrked sewer and W‘fllflf menu. and Iess funding fer city and mm governments would result once again unless everyone filled eut a farm. Ii‘eitizens :31" Georgia fified out the eensus thrm because they were petsmded that he. had the pewer te- negatively impact their Quality ei’lifc. Barnes mutt! have influence tin-neg}: .5. irtten'etlizatiun ICE; eemplienee t1) idmtifieetien D) attractiveness E] referent patter 3h. Bcfiirc tic-ciding in can a {Elf-:IMEFH human: strut-cg}. an acivcnimi shuuld cunaidcr what In:ch {ii—hair In an: in 1hr: inmsagc hccaiL-tc: :1} fun: nprxmln hnvc huh facilitating and inhibiting ditch-z iii :icfcncivc maclimm inch 35 tuning mu :1 nmssagc us pcrccixing n scicctivciy may accnr if tin: icvul nt' 11:1: is high t“! tltc incwsagc rccipicni may mt hc nnitimtcfl In act in (mice iii: than: ifthi: Jim-ct of [car is tun law D} a law In medium Icvci cficar can attract aiicaticn and inicrca‘: and may :mtivatc that Jr.“ nil-3:55?! in am to mwtvc thc tiircat '{ii‘ixnli iii—Thu: aich an: mm ll 3] _ Which tifthc Ihlinwing Sialctl'tttilis doc? NIH dfic‘ii'm: :: minim: wit}- i-mkctc1'31-flcn US? personal channch afmmmunicaticn‘! )fi' iaihmmtion rcccivcd {ruin pcrscrcil iniiumcc cinnamc gcnccaiiy marc- pctcuasim than infcmiaticn rcccivcd {mm the mass n‘icdia. . - fi‘)’ Pcrscna] channcls cfccmnmnicaiicn cfl‘cc more ficxihility than ucrqicrscnai clcmiicis. ‘ 9}" Pcmnal cimmcis hfcnrmrmnicatioa can has casiij. titiapiufi tn fit thc nccds nl'thc . . rcccimr. I "i - . . DJ Pummd channcls cf ccmimtnicaucn can kc caailj. adaptcd ta rcach hugc cumin-rs cf Caz-acumen“; a: a law cast. /} Pcrccmi chansiclS ui'ccniinunicatinn can tcapcnd tn uhiccflcnc miscd hf; Gamma. 3f: 31 1'Jlr'hich cf fulittwing is a likcly pruhlcni fur a tinncigcr “in! macs calm as a fiK‘dStIri‘ 11f advertising cil'cciivcncac‘? {it} Saica nfi‘cr littic guidancc cr tiitDCIitln tn thcsc cawnsihlic thr chiming and Hg] dct‘clnping thc adccnising magi-airs. "-1 i3}: Thcrc is sharL. nficn unnicamirahic Link: pcric-d hetnccn win-1 adccrtising is runch I " whcn 5311.1: actual?!)- circuit- \ Salt-.5 rcauits an: afl‘cctcvd by m mkcth'ig mix cariahlc cthcr than Fri-cc and pmmficn. Na intcrnai cnvircnmcnial varich haw any significant influcncc cn saics tcsults. j With thc conccfly acicclcd lamination variabics, tic catcnia] environmental vafiahics have any significant influence on salt: Emits. 33. Managers who ace the communications cfi'cctc pyramid its act chjccth-cs bciicvc that: A} lam-hid cljcclivcc Etch as purci'insc and rcusc farm the foundation afthc _ ccmmunicaiianc prcgi'am , A the {emulation cfthc mimtians program is sci by acmmplishhig hammer-kw! i chjcctivcs cuch as ammcfi, knowlcdgc, and comprehension C} Hamish; and promotion maid first acmnipfish icwcré'lcvcl objcctivcs such as trial ' and purchasc D} animating and pmmntinn shnuid first acccnipliah highcrmrdcr chiwiccs. such as triat and purcl'iast ami then create- amrcnccs and brand kmwlcagc E} advcnising and prcmcticn caiunit accomplish inw-cr-ardcr chjccticu PAIN: I 3-1. Aeeurding tn the criteria eutfined i.n Unfit-EAR. which affine '31]leng is the heat quantitative benchmark fintetmm? - A} Phineas: prednet user:- tn 4f} percent at" the tntul market." “Win new custnmers and increase files eehmte by ii let-teem,“ _ f} "Inereuse the nmtthet' mesnienittg tlm brand name when asked for brand prefeeem‘e fi‘flm «10 percent tn 5'!) peteenL" D;- "lnereztee awareness nfthe braid-" E} “lmreen- tales revenue by lt} percent-" 35- Jeanine that the {ireylmund Dun Cernpmty Inns :1 nix-Intent: advertising campaign prenmting it: eunvenient has mutes and exeeEI-ent en~time without enndttcting an sen er maflmting rematch. :11 the end {Ii-the eLt—nnnth [tenet], Greg’heund mnduets a stud}: and finds that lit} percent of its frequent travelers agree that the hes eempany has mmtnient bus remes and exeeflamt nun-time mm. Urey-hunt! can mnehjde that: A] the campaign was. memsful in changing perceptions-regarding its three E} the campaign “nut sueeessfid in clungmg perceptions mgnrdnlg its service C} the campaign teae nnt fitteeefififl since it Shani-'1 have nearly Elfl get-cent el‘riders agreeing that it nI‘i‘exe wettenient bus mute; and excellent etrtime eervke I3] its advertising is “mining Efl- withuut heflehmarlt memes. it will new: knew iFthe campaign was a success er a Mime \ QI'EETIGHS Lie-4t] USE THE FULLUW'ING (TEH‘H'EIES: :L liognitiv: H. I' H'dmzennlfiic {L Relethrccmcnt D All cr'the Aimee E. Hunt: et'the aim-cc West-me (llama Well; a; at: invite. “"H [CH 0F TH E ABGVE TH EORI ES I” “I: [T BFHT EXPLAIN: j: .t 36. The use 0(53-1'i'1l'lfll3 m sutitiiimmi percein ten f? 3?. Leave advettieing appeals l'. f“: 5"" 33. Changing attitudes te influence purchase behavian ' if 3-9. The pfimnrj: value essaciatmi with the use Cf teal-mast: fit f 40. The attracth’eness ei'aute racing and violent Spa-I15 A UESTIDNS 41-45 USE THE FGIJJJWING CHUICES: A. Can‘tplience B. Intemelizetien C- Identification n ltmculatimt E, Selective Perceptinn “’H [CH OF TH E ABOVE “'{JULD BEST EKPLA I N: .11. The ability of a powerful scurce such as the IRS te clunge atfltucles it? thq 42. The effectiveness of Censutiier Reperts. Welter Cffit‘lkim: and Ralph Ned-er. ‘3 vi Jr: if 43. The fact that receivers that ltaVe recently ptIICthfld e. Ferd may screen out inlbrmeticrt ebeut Chevmlets. F. S} 4-4. The ability.r tn prectaie infeneetie-n useful in refuting counter in fermenezi C 45. The efieetimncsseffeshien meiiels such 35 Cindy Crawford, and actresses such as F-{edcnna and Richard Gene {1 UESTIONS 4fi-fifl USE T I}: FGLLOWING CHOICES: A Attention B. Cemprehmsien C. Yielding I}- Behawer E- All et'thc eimve MATCH THE FflLLfl‘WlNG T0 THE BEST CHOICE. ABOVE: j _ é- an‘vfi’fl. Tue level of fear that can be effectivelyr used in fear appeals is leu'er if the gcal is m ' change (45} it? than ifthe goat is rc- change [4?] l} _ . X it 43. Changing beliefs andfer the inipertance of beliefs would meet clirccti}r be measured by i 2 . _f' 't 49. May be affected by processes cf SEIECII‘H: pmcptien. 3.3: r g :74]. Ads designed to effect 3,; fight attempt :e app-eel to the cognitive, effective or beiuuierel Components. ' ...
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