The only effective way for marketers to handle a commercial rumor is to ignore it.
a. True
b. False
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Question 2Laddering involves short, one-on-one interviews that typically last between 5 to 10 minutes.
a. True
b. False
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Question 3A person who is an opinion leader in one consumption area will probably also be generally influential on other, unrelated, areas.
a. True
b. False
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Question 4Laddering is a marketing research technique that has been developed to identify links between attributes, consequences, and values.
a. True
b. False
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Question 5Commercial rumors are widely circulated but unverified propositions about a product, brand, company, store, or other commercial target.
a. True
b. False
Indicate whether the statement is true or false
Question 6According to the MECCAS model, the value orientation represents the product value level on which the advertising style focuses and can be thought of as the driving force behind the advertising execution.
a. True
b. False
Indicate whether the statement is true or false
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