In which type of ad does a person generally a typical

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51. In which type of ad does a person , generally a typical member of the target market, recount his or her successful use of the product, service, or idea? A. single message B. two-sided message C. comparative ad D. testimonial ad倾倾倾倾倾 E. demonstration 52. Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this? 11-11
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Chapter 11 - Attitudes and Influencing Attitudes 53. Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____. 54. Which of the following is NOT a reason why celebrity sources are effective? 55. Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons? A. overexposure of the celebrity B. negative behavior involving the spokesperson C. image of the celebrity does not match the image of the product or brand D. a and b E. a, b, and c 56. Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
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  • Fall '12
  • Pantel
  • d., B., c., E.

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