chapter 3

Question 1

COGNITIVE RESPONSE

Answer 1

(people engage in mental (thinking) processes which lead to awareness and knowledge of the brand communicated

Question 2

CONATIVE

Answer 2

( emotional or evaluative responses occur which are associated with the advertised brand and attitudes towards the brand are formed)

Question 3

BEHAVIOURAL

Answer 3

(i know the brand, I think the brand suits me) (undertaking actions with respect to the advertised brand such as buying it)

Question 4

In simple words:
We think
We feel
We do

Answer 4

Consumers need to be aware of brand (cognitive) (advertisement communication)
Consumers need to develop an affective response (affective) (sampling communication)
Consumers need to develop a demand to buy the product (behavioural) (point of purchase communication)

Question 5

FCB grid-four

Answer 5

different situations are distinguished based on two dimensions (high-low involvement, think feel dimension)

Question 6

INVOLVEMENT

Answer 6

importance people attach to a product or a buying decision, the extent to which one has to think it over and the level of perceived risk associated with an inadequate brand choice

Question 7

Think feel-

Answer 7

reflecting the extent to which a decision is made on a cognitive or an affective basis

Question 8

1. think, feel and do

Answer 8

cars, furniture, loans

Question 9

2. feel, think and do

Answer 9

jewellery, perfume and fashion

Question 10

3.do, think, feel

Answer 10

food, think, feel

Question 11

4.soft drinks, ice cream, sweets

Answer 11

do, feel, think