RaviChandra
A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser's message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation.
Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.
RC00492-01 It can be inferred from the passage that one reason an advertiser might prefer a hard-sell approach to a soft-sell approach is thatA) the risks of boomerang effects are minimized when the conclusions an advertiser wants the consumer to draw are themselves left unstated
B) counter argumentation is likely from consumers who fail to draw their own conclusions regarding an advertising claims
C) inferential activity is likely to occur even if consumers perceive themselves to be more knowledgeable than the individuals presenting product claims
D) research on consumer memory suggests that the explicit conclusions provided by an advertiser using hard-sell approach have a significant impact on decision making
E) the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers
RC00492-02 Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPTA) its overall message is readily grasped
B) it appeals to consumers' knowledge about the product
C) it makes to explicit claims that the advertised brand is superior to other brands
D) it uses statements that are expressed very clearly
E) it makes claims in the form of direct conclusions
RC00492-03 It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provideA) motivation for consumers to think about the advertisement’s message
B) information that implies the advertiser’s intended conclusion but leaves that conclusion unstated
C) subtle evidence that the advertised product is superior to that of competitors
D) information comparing the advertised product with its competitors
E) opportunity for consumers to generate their own beliefs or conclusions
OA
A) point out the risks involved in the use of a particular advertising strategy
B) make a case or the superiority of one advertising strategy over another
C) illustrate the ways in which two advertising strategies may be implemented
D) present the advantages and disadvantages of two advertising strategies
E) contrast the types of target markets for which two advertising strategies are appropriate
RC00492-05 which of the following best describes the function of the sentence in lines 25-28(Because consumers are invited to make up their) in the context of the passage as a whole?A) it reiterates a distinction between two advertising strategies that is made in the first paragraph
B) it explains how a particular strategy avoids a drawback described earlier in the paragraph
C) it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be
D) it outlines why the strategy described in the previous sentence involves certain risks for an advertiser
E) it introduces an argument that will be refuted in the following paragraph
RC00492-06 It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumersA) have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message
B) have previous self-generated beliefs or conclusions that are readily accessible from memory
C) are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong
D) are confused regarding the point of the advertiser’s message
E) come to view the advertiser’s message with suspicion
RC00492-07 It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?A) implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.
B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.
C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.
D) When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.
E) Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.
A) the risks of boomerang effects are minimized when the conclusions an advertiser wants the consumer to draw are themselves left unstated
B) counter argumentation is likely from consumers who fail to draw their own conclusions regarding an advertising claims
C) inferential activity is likely to occur even if consumers perceive themselves to be more knowledgeable than the individuals presenting product claims
D) research on consumer memory suggests that the explicit conclusions provided by an advertiser using hard-sell approach have a significant impact on decision making
E) the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers
Solution: Infer question
An advertiser will prefer a hard-sell approach because of the pros of hard sell or the cons of soft sell.
'risks of boomerang' and 'counter argumentation' are given as cons of hard sell. So options (A) and (B) are incorrect.
'inferential activity' doesn't occur in hard sell so option (C) this is incorrect.
'research on consumer memory suggests that inferential conclusions are more impactful, not explicit conclusions' hence (D) is incorrect too.
E) the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers Option (E) is a con of soft sell.
Last paragraph:
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. ..
Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser...
This is a reason an advertiser may prefer hard sell, not soft sell.
Answer (E)Question 2RC00492-02 Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPTA) its overall message is readily grasped
B) it appeals to consumers' knowledge about the product
C) it makes to explicit claims that the advertised brand is superior to other brands
D) it uses statements that are expressed very clearly
E) it makes claims in the form of direct conclusions
Solution: Stated-detail Question
Given: The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings... One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusionsHence the hard sell approach does
make explicit claims of superiority, uses clear language, makes claims in the form of direct conclusions and its message is readily understood (even if not believed, it is understood)
But it does not appeal to consumers' knowledge about the product. It informs the consumer about the product using clear and forceful claims. Hence option (B) is not mentioned in the passage.
Answer (B)Question 3RC00492-03 It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provideA) motivation for consumers to think about the advertisement’s message
B) information that implies the advertiser’s intended conclusion but leaves that conclusion unstated
C) subtle evidence that the advertised product is superior to that of competitors
D) information comparing the advertised product with its competitors
E) opportunity for consumers to generate their own beliefs or conclusions
Solution: Infer question
One of the Risks of soft sell discussed in the last para:
- One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are
motivated and able to engage in effortful cognitive processes.
Hence, if advertisers provided motivation for consumers to draw their own conclusions, this risk could be mitigated. Hence (A) is correct.
B) information that implies the advertiser’s intended conclusion but leaves that conclusion unstatedThis is already what the soft sell approach does and it is exactly what leads to the risk given above. Since the conclusion is unstated, it leads to the risk that the consumer may not draw conclusions from it.
C) subtle evidence that the advertised product is superior to that of competitorsAgain, this is what soft sell does.
D) information comparing the advertised product with its competitorsIt will not lead to mitigating any of the mentioned risks.
E) opportunity for consumers to generate their own beliefs or conclusionsAgain, soft sell does give the opportunity to consumers to generate their own beliefs.
Question 4RC00492-04 The primary purpose of the passage is toA) point out the risks involved in the use of a particular advertising strategy
B) make a case or the superiority of one advertising strategy over another
C) illustrate the ways in which two advertising strategies may be implemented
D) present the advantages and disadvantages of two advertising strategies
E) contrast the types of target markets for which two advertising strategies are appropriate
Solution: Universal question (main idea question)
The entire passage focusses on pros and cons of hard sell and soft sell. Passage 1 introduces what they are.
Passage 2 talks about some pros and cons of both approaches. Passage 3 discusses pros of soft sell. Passage 4 discusses cons of soft sell.
Hence option (D) makes sense.A) point out the risks involved in the use of a particular advertising strategyIt discusses 2 strategies, not one and their pros and cons.
B) make a case or the superiority of one advertising strategy over anotherIt doesn't say that one is superior to the other. It only objectively lists out pros and cons.
C) illustrate the ways in which two advertising strategies may be implementedVery little discussion on implementation.
E) contrast the types of target markets for which two advertising strategies are appropriateNo target markets discussed.
Answer (D)Question 5RC00492-05 which of the following best describes the function of the sentence in lines 25-28(Because consumers are invited to make up their) in the context of the passage as a whole?A) it reiterates a distinction between two advertising strategies that is made in the first paragraph
B) it explains how a particular strategy avoids a drawback described earlier in the paragraph
C) it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be
D) it outlines why the strategy described in the previous sentence involves certain risks for an advertiser
E) it introduces an argument that will be refuted in the following paragraph
Solution: Function question
Given in the paragraph: However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. ... Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation.Option (B) is correct. It explains how soft sell avoids the drawback of hard sell (resentment, distrust, and counter argumentation) mentioned in the paragraph earlier.
Answer (B)Question 6RC00492-06 It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumersA) have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message
B) have previous self-generated beliefs or conclusions that are readily accessible from memory
C) are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong
D) are confused regarding the point of the advertiser’s message
E) come to view the advertiser’s message with suspicion
Solution: Infer question
Given in the paragraph: However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims.We are given that resentment and distrust lead to boomerang effect. Option (E) talks about suspicion which is the same as distrust.
Hence boomerang effect would occur when consumers view the advertiser’s message with suspicion
Answer (E)Question 7RC00492-07 It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?A) implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.
B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.
C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.
D) When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.
E) Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.
Solution: Infer question
Given: Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making...The "recent research" suggests this advantage - Self generated beliefs are more accessible from memory and hence, have a greater impact on judgment and decision making.
Recall-ability is higher with self generated beliefs. This is turn leads to greater impact on decision making (when you recall it, you are able to consider it in your decision)
So the research supports this higher recall-ability.
B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.Given in paragraph 2 (Research not mentioned till now): Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation.Given in paragraph 3: Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making.We are given that research suggests one other advantage - that readily accessible beliefs have a greater impact on judgment and decision making. We are not given that research also suggests that counterargument action is less likely to occur if an individual's beliefs are readily accessible from memory.
Hence this is not correct. The research mentioned does not support option (B). We need to be given that research supports it for this option to be correct.
C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.Correct. This is what the research suggests. That soft sell approach leads to self generated beliefs which are easier to recall.
Answer (C)
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18 Sep 2021, 09:33
But it’s up to you whether you actually eat them. Because the opportunity to do something and actually doing it are two different things, we can eliminate (E).
