Big Burgers runs a promotional campaign stressing the large 1 lb. burgers and 2 quart drinks. The campaign is called MORE! The objective is to have everyone in the country believing that Big Burger gives more for the same price as their competitors. Research later shows that consumers polled do indeed believe that Big Burger gives larger portions for the same price as the competition. The campaign has succeeded against the objective of

Question

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The campaign objective was to shape attitudes by making consumers believe that Big Burger gives more for the same price as their competitors, and the research later confirmed that the campaign succeeded in achieving this objective. The campaign did not necessarily aim to impart knowledge or attach feelings and emotions.

Big Burgers Runs a Promotional Campaign Stressing the Large 1