Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?
A)Tangibilize the intangible.
B)Promise what is possible.
C)Reduce consumer fears about variation in performance.
D)Make the service more abstract.
E)Feature the working relationship between provider and customer.

Question

Quizplus · Accepted Answer

Prudential's "piece of the rock" campaign is a good example of the guideline to tangibilize the intangible by using a physical object, a rock, to represent the intangible concept of security and stability in financial planning.

Prudential's "Piece of the Rock" Is a Good Example of Which