An advertisement for the honda civic hybrid featured

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71. An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal? A. value- expressive appeal B. comparative ad C. two-sided message D. utilitarian appeal E. supportive appeal 72. Which of the following is true regarding value- expressive versus utilitarian appeals?
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73. Advertisements or sales messages in which only one point of view is expressed are referred to as _____. 74. Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____. 75. Which type of advertisement or sales presentation presents both good and bad points? A. unbiased message B. one-sided message C. two-sided message D. positive/negative message E. balanced message
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76. For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement? 77. _____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms. 78. The simplest form of message framing where only a single attribute is the focus of the frame is known as _____. 79. Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
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A. attribute framing B. two-sided framing C. goal framing D. end-state framing E. benefit/loss framing 80. Segmenting consumers on the basis of their most important attribute or attributes is called _____.
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  • Fall '12
  • Pantel
  • d., B., c., E.

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