A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?

• The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.
• The company confused a subordinate level with a basic level of categorization.
• The company confused a superordinate level with a subordinate level of categorization.
• T

A charity group wants to raise money for famine relief for children. They know that people have little interest in the faraway country where the famine is raging, or in the complicated causes of the famine, but they love children. What type of ad should the charity run to increase contributions?

• They should sponsor vivid ads with little abstract material.
• They should sponsor highly verbal ads with little visual material.
• They should sponsor one-sided ads with logical verbal material.
• They should sponsor ads that raise the fear level of viewers.he determinant attributes between diet pills and breakfast was not sufficiently strong.

A study was conducted among respondents who claimed to know about the dangers of smoking. Each respondent was asked to estimate how long he or she would live. On average, smokers estimated that they would live longer than nonsmokers for each age group tested. Which theory of attitudes would most correctly explain this behavior on the part of smokers?

• theory of cognitive dissonance
• self-perception theory
• social judgment theory
• balance theory

Helen loves women's volleyball. She played in high school and watches every college match. A lot of her friends expressed similar interests. Helen set up a network of more than a thousand people who were willing to get messages about the school's volleyball team and the volleyball program on their cell phones. The athletic program now pays Helen a small fee to place the team's schedule in her messages. Helen is also considering selling advertising on her Web space to athletic corporations and equipment manufacturers. Helen is engaged in ________.

• blogging
• activity mining
• m-commerce
• buzz management

Dan is doing marketing for an herbal supplier who has a new product that the developer believes will help people to lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources. What is Dan trying to avoid?

• He is trying to avoid the sleeper effect.
• He is attempting to build credibility by avoiding the corporate paradox.
• He is afraid that if people really knew where his product came from, they would not be interested in it.
• He is trying to avoid the negative spin created by the uses and gratification theory.