18. Hyundai/Kia Motors, a brand that sponsored the 2018 World Cup Football compe

Question

18. Hyundai/Kia Motors, a brand that sponsored the 2018 World Cup Football competition, learned that during the broadcast of the postgame interviews following the final, 20 million French consumers were able to see its brand name and its logo, as these were displayed behind the players being interviewed. Based on this information, Hyundai/Kia Motors would be able to assess the effectiveness of its communication through this method.

a.         advertising effects

b.         subliminal index

c.         persuasion effects

d.         exposure effects

e.         ad impact index

19. Which learning theory suggests that consumers learn about brands based on marketers using models to show the benefits that consumers who use the brand will derive?

a.         neo-instrumental conditioning

b.         classical conditioning

c.         elaboration likelihood model

d.         non-cognitive learning

e.         observational learning

Explanation / Answer

18. a. advertising effects- This method enables consumers to associate positive feelings to the main content to the advertisement behind.

19 b. classical conditioning- where associative learning occurs by intenionally associating feelings and behaviour to the model demonstrated that show benefits of the brand.

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