Question

Exam 1 0 Help Save& Exit Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, t When SeaWorld was using messages 04 2900 Multiple Choice leeper ndirect refutationa < Prev 56 of 0 Next

Answer 1

Q.56) refutational messages

The company was trying to refute or object the criticisms laid down by PETA, hence the integrated campaign was a refutational message being sent as a response.

Q.57) refutational appeal

Refutational appeal states that a party presents both sides on a subject, initially a viewpoint and then it counters the established subject. Hence it refutes its own viewpoint that was stated in the beginning.

Q.58) the processing stimulated by the magazine ad is less controlled and less favorable as compared to the processing stimulated by the radio ad

The radio ad had a catchy jingle phrase with a certain voice and tone to the jingle. Music helps in establishing a better positioning of the product in the consumer's minds as compared to that of a mere visual presentation of the same ad which was the case in the magazine ad. Hence radio ad had a better processing stimulated as compared to the magazine ad.

Q.59) comparative advertising

The ad compares its product with its competitors and shows its superiority as compared to the other products by stating the presence of vitamin E in the product. Hene this is an example of comparative advertising.

Q.60) fear appeal

By showing the visuals of accidents and experiences of people being a part of such accidents, the ad is trying to induce a sense of fear in the viewers. The viewers are expected to divert from such behavior due to the induced fear and hence the ad is expected to accomplish its objective of creating awareness about driving under the influence of alcohol.