A ________ involves taking an existing brand into a new category

Bill is a good friend of his subordinate, Anita. He gives her higher ratings than all other employees even though she is a below-average employee. Bill has had difficulty in the cognitive processing stage known as:

A) observation. B) encoding. C) integration. D) retrieval.

In these ads, the copy touts how popular the product is among the target audience. Identify the informational appeal being used

A) feature/benefit popularity appeal B) competitive advantage appeal C) news appeal D) product or service popularity appeal