Reason (R) : Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
Codes :
Brand Ambassador Popularity: Solution Analysis
This question requires evaluating the truthfulness of two statements (Assertion A and Reason R) concerning Brand Ambassadors and the effectiveness of communication sources.
Assertion (A) Truthfulness
Assertion (A): Movie stars and sporting heroes are popularly used as Brand ambassadors.
- It is a common practice in marketing and advertising to use celebrities, such as movie stars and athletes, as Brand Ambassadors.
- Their public recognition and appeal help brands connect with target audiences more effectively.
Therefore, Assertion (A) is considered correct.
Reason (R) Validity
Reason (R): Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
- This statement reflects established principles in communication and psychology, particularly regarding source credibility and attractiveness.
- Sources perceived as more attractive (e.g., likable, famous, physically appealing) often lead to greater message acceptance and attitude change compared to less attractive sources.
Therefore, Reason (R) is also considered correct.
Connecting Role of Attractiveness
The effectiveness of Brand Ambassadors mentioned in Assertion (A) is often attributed to the principles outlined in Reason (R). Celebrities are chosen for their perceived attractiveness and positive image, which enhances their persuasive power in endorsing brands.
Thus, the reason (R) provides a valid explanation for why the assertion (A) holds true.
Conclusion on Both Statements
Based on the analysis, both Assertion (A) and Reason (R) are factually correct, and Reason (R) logically supports Assertion (A).
Important Questions from Promotion decisions
Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
- Select the correct sequence for Hierarchy-of-effects model related to marketing communication :
The major advantage of the direct mail marketing is :
- Match the items of List – I with the items of List – II and select the correct code.
List – I List – II (a) Coupons (i) Using one brand to advertise another non-competing brand. (b) Tie-in Promotions (ii) Offers to consumers of savings off the regular price of a product. (c) Cross Promotions (iii) Certificates entitling the bearer to a stated saving on the purchase of a specific product. (d) Price Packs (iv) Two or more brands or companies team up on coupons, refunds, and contests to increase pulling power.
Codes : On which one of the following, the corporate advertising concentrates ?
