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  3. A key decision required of advertising managers is whether a "hard-sell" or "sof

A key decision required of advertising managers is whether a "hard-sell" or "sof

游客2024-01-12  31
问题 A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific target market. The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang effects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.
Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference. [br] Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPT:
选项 A、Its overall message is readily grasped.
B、It appeals to consumers’ knowledge about the product.
C、It makes explicit claims that the advertised brand is superior to other brands.
D、It uses statements that are expressed very clearly.
E、It makes claims in the form of direct conclusions.
答案 B
解析 Supporting idea
This question asks about what is directly stated in the passage about the hard-sell approach. The first and second paragraphs provide the details about this approach, including that it uses direct, forceful claims about benefits of a brand over competitors’ brands; its claims are simple and straightforward, in the form of explicit conclusions; and consumers are generally left with little room for confusion about the message.
A The second paragraph states that there is little room for confusion about the message.
B Correct. The extent of consumers’ knowledge about the product is not mentioned in the passage.
C The first paragraph indicates that in the hard-sell approach advertisers make direct claims regarding the benefits of the advertised brand over other offerings.
D The first and second paragraphs say that hard-sell claims are direct, simple, and straightforward.
E The second paragraph emphasizes that the hard-sell approach presents it claims in the form of explicit conclusions.
The correct answer is B.
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