Which of the following, if true, suggests that there was a failure in planning in the marketing of the thermal leak detector?
A) Inventory of the thermal leak detector has consistently been insufficient.
B) Advertisements for the thermal leak detector failed to illustrate the amount of money that could be saved by identifying leaks.
C) Company displays promoting the thermal leak detector were flimsy and likely to fall apart.
D) Black & Decker overestimated the willingness of people to examine their homes in search of energy-saving opportunities.
E) The thermal leak detector is available in a variety of colors, but not the color that customers prefer most.
Answer: D
Explanation: D) All of the choices describe problems, but only Choice D suggests that the product itself was the problem. Choice D, if true, suggests that Black & Decker overestimated the interest in the thermal leak detector, which is relevant to the question of whether it should have been produced in the first place. The other choices are relevant to the question of how the thermal leak detector should be marketed.
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Advertising is generally more effective than personal selling in closing the sale.
a. true b. false
Emotional appeals are based on each of the following ideas except:
A) humor and sex appeals are being overused and therefore not as effective as in the past. B) consumers ignore most advertisements. C) rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised. D) emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand.