Linda saw a print ad in a magazine for Clairol's Natural Essence semi-permanent hair color that she knew existed but did not know anything about it.The ad informed her that users of this hair dye will not see gray roots.In terms of the hierarchy-of-effects model,which step does this marketing communication represent?
A) creating awareness
B) creating an expectation
C) encouraging trial purchase
D) reinforcing attitudes
E) accomplishing brand loyalty

Question

Linda saw a print ad in a magazine for Clairol's Natural Essence semi-permanent hair color that she knew existed but did not know anything about it.The ad informed her that users of this hair dye will not see gray roots.In terms of the hierarchy-of-effects model,which step does this marketing communication represent? 
A) creating awareness 
B) creating an expectation 
C) encouraging trial purchase 
D) reinforcing attitudes 
E) accomplishing brand loyalty

Quizplus · Accepted Answer

The marketing communication in the print ad for Clairol's Natural Essence semi-permanent hair color is creating an expectation by informing the reader that users of this hair dye will not see gray roots. This is a benefit of the product that creates an expectation for the consumer about what the product can do for them.

Linda Saw a Print Ad in a Magazine for Clairol's