According to the Law of Double Jeopardy, consumers are less drawn towards: Select one: O small brands in the category. O only one brand in the category. O big brands in the category. O the brand with the different attributes. ME Brand image analyses cannot identify: Select one: O the attributes which the brand scores above or below expectations. O whether it is possible to make substantive changes to a brand's image. O which attributes are owned by particular brands. O the extent to which attributes are owned by particular brands. According to the well-established pattern, the Negative Binomial Distribution, highly targeted campaigns will not lead to brand growth because: Select one: O They do not reach many light buyers/consumers O They do not reach many heavy buyers/consumers O They do not use the media budget efficiently O They do not measure the audience efficiently MOVE is the industry currency for measuring the audience of: Select one: O Radio advertising O Out of home advertising O Television advertising O Print advertising According to the Elaboration Likelihood Model of persuasion, a change in people's attitudes is lasting if: Select one: O The central argument from an advertising campaign is understood Both the peripheral cues and the key argument are understood MOA is medium MOA is low The reinforcement model of consumer behaviour aligns with: Select one: O Both the strong and the weak advertising theories The strong advertising theory Neither the strong nor the weak advertising theory The weak advertising theory In line with the Strong theory of advertising, to influence consumers, advertising campaigns by high involvement categories such as insurance should: Select one: O Deal with rational matters. O Raise interest and desires by playing with emotions. O Include elements specifically directed at encouraging action. O All of the above. Encoding brand information into permanent storage can take up to two years and is encoded through repetition of the information. This repetition is known as: Select one: Cueing memory Working memory Rehearsal Retrieval At the problem/need recognition stage of the cognitive decision-making model, IMC could be used to: Select one: Increase awareness Persuade Create loyalty Increase satisfaction The use of distinctive brand elements used consistently over time and across media is an example of: Select one: Positive reinforcement Classical conditioning Negative reinforcement Operant conditioning