Question

Sweepstakes and contests: A. are primarily used to move consumers into the conviction stage of the hierarchy of effects model. B. can be used to generate excitement and involvement with a popular and timely event. C. contribute minimally to consumer franchise building. D. do not distract from consumer franchise building activities. E. are synonymous to one another."

Answer 1

Sweepstakes and contests are marketing strategies aimed at generating consumer excitement and involvement, playing a role in building consumer franchise, while differing from one another in terms of chance and skill requirements.

Step-by-step explanation:

The student question pertains to sweepstakes and contests within the context of marketing and the hierarchy of effects model. Sweepstakes and contests are marketing strategies that can energize consumer engagement and interaction with a brand or event. They are not merely tools to bring customers to a conviction stage but can also be utilized for excitement and involvement, contributing to consumer franchise building. However, it is important to distinguish between sweepstakes, which are usually based on chance, and contests, which typically require some skill or effort to enter.

Advertisers invest significantly in understanding human behavior to craft compelling ads that lead to sales, as validated by the principles of associative learning and conditioning. For example, adding an attractive model to a car advertisement can make the car seem more desirable. In terms of political and social influence, social media has significantly expedited the spread of information and the emergence of leaders, which impacts the way people get involved with issues or causes.

Answer 2

Sweepstakes and contests are marketing strategies used to engage consumers and create excitement (option B). Sweepstakes involve random drawings, while contests require skill or judgment. They should align with overall brand goals for effective consumer franchise building.

Step-by-step explanation:

The question pertains to the use of sweepstakes and contests in the context of advertising and their role in customer engagement and brand building. Sweepstakes and contests are marketing tools that can generate excitement and involvement, tapping into human behavior laws that are sensitive to conditioned responses and the lure of rewards. While these tactics can be effective in capturing attention and potentially moving consumers further along the hierarchy of effects model—towards conviction and purchase—they are also subject to certain criticisms. They may be seen as contributing minimally to building a lasting consumer franchise since their impact can be ephemeral without the integration into a broader, more substantive marketing strategy. Sweepstakes typically involve entries into a random drawing for a prize, whereas contests involve some level of skill or judgment for the chance to win.

As per associative learning in advertising, tactics like sweepstakes and contests can anchor positive associations with a brand. However, they should be used judiciously to ensure they do not detract from long-term brand value and customer relationships. When engaging with these promotional tools, marketers should aim for an alignment with the overall brand messaging and goals to uphold consumer franchise building.

Hence, the answer is option b.