A Key Decision Required of Advertising Managers is Whether a “hard-sell” GMAT Reading Comprehension

byRituparna Nath Content Writer at Study Abroad Exams

Reading Passage Question

A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.

One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser's message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation.

Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.

Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.

Solutions and Explanation

Question 1: It can be inferred from the passage that one reason an advertiser might prefer a hard-sell approach to a soft-sell approach is that

A) the risks of boomerang effects are minimized when the conclusions an advertiser wants the consumer to draw are themselves left unstated
B) counter argumentation is likely from consumers who fail to draw their own conclusions regarding an advertising claims
C) inferential activity is likely to occur even if consumers perceive themselves to be more knowledgeable than the individuals presenting product claims
D) research on consumer memory suggests that the explicit conclusions provided by an advertiser using hard-sell approach have a significant impact on decision making
E) the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers

Answer: E
Explanation: When a marketer uses a soft-sell strategy, the information supplied may lead various customers to draw different conclusions. The soft-sell technique is to deliver information that indicates the primary conclusions the advertiser wants the customer to take. The hard-sell method is the use of extremely plain and clear product claims presented as stated conclusions.

Question 2: Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPT

A) its overall message is readily grasped
B) it appeals to consumers' knowledge about the product
C) it makes to explicit claims that the advertised brand is superior to other brands
D) it uses statements that are expressed very clearly
E) it makes claims in the form of direct conclusions

Answer: B
Explanation: Option B is not mentioned in the passage. Hence option B is the correct answer.

Question 3: It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide

A) motivation for consumers to think about the advertisement’s message
B) information that implies the advertiser’s intended conclusion but leaves that conclusion unstated
C) subtle evidence that the advertised product is superior to that of competitors
D) information comparing the advertised product with its competitors
E) opportunity for consumers to generate their own beliefs or conclusions

Answer: A
Explanation: Although they have certain benefits, implicit conclusions may not always be superior to explicit conclusions. One danger is that some customers can fail to reach their own judgments and so miss the message's main meaning. Only when customers are motivated and able to exert effort in their cognitive processes is inferential behavior likely. Another concern is that some customers can make inaccuracies in their judgements. Although inferential behavior is probably to occur, there is no assurance that customers will choose the route suggested by the advertising. The third concern is that customers might get the intended inference but then doubt the accuracy of their deduction.

Question 4: The primary purpose of the passage is to

A) point out the risks involved in the use of a particular advertising strategy
B) make a case or the superiority of one advertising strategy over another
C) illustrate the ways in which two advertising strategies may be implemented
D) present the advantages and disadvantages of two advertising strategies
E) contrast the types of target markets for which two advertising strategies are appropriate

Answer: D
Explanation: The paragraph discusses two advertising tactics. The strategies are described in the first paragraph. The second paragraph discusses how one component of one strategy could have both good and bad effects, as well as how the second option addresses these issues. The concept of mitigation is continued in the third paragraph, and the fourth paragraph identifies some disadvantages of this strategy. Hence, both tactics have advantages and disadvantages, according to the passage.

Question 5: Which of the following best describes the function of the sentence in lines 25-28(Because consumers are invited to make up their) in the context of the passage as a whole?

A) it reiterates a distinction between two advertising strategies that is made in the first paragraph
B) it explains how a particular strategy avoids a drawback described earlier in the paragraph
C) it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be
D) it outlines why the strategy described in the previous sentence involves certain risks for an advertiser
E) it introduces an argument that will be refuted in the following paragraph

Answer: D
Explanation: Implicit conclusions lessen the danger of animosity, mistrust, and counter argumentation since customers are encouraged to make their own decisions. These risks are associated with hard-sell techniques. Hence option D is the correct answer.

Question 6: It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers

A) have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message
B) have previous self-generated beliefs or conclusions that are readily accessible from memory
C) are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong
D) are confused regarding the point of the advertiser’s message
E) come to view the advertiser’s message with suspicion

Answer: E
Explanation: The text claims that the boomerang effect happens in hard cell approaches, when advertising managers explicitly say to clients that their product is superior. Yet, certain customers who previously held certain beliefs would doubt these findings, which might have a boomerang effect. These clients will be dubious of these firm conclusions. Since, according to the passage, one's own opinions are seen to be more correct than those advanced by others. Customers who arrive suspiciously are more likely to hold opinions that conflict with those of the advertising manager, which might have a boomerang effect.

Question 7: It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?

A) implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.
B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.
C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.
D) When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.
E) Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

Answer: C
Explanation: Self-generated beliefs or conclusions are easier to recall from memory than explicitly presented beliefs or conclusions. As a result, have a higher influence on judgment and decision-making.

“A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market.” - is a GMAT reading comprehension passage with answers. Candidates need a strong knowledge of English GMAT reading comprehension.

This GMAT Reading Comprehension consists of 7 comprehension questions. The GMAT Reading Comprehension questions are designed for the purpose of testing candidates’ abilities in understanding, analyzing, and applying information or concepts. Candidates can actively prepare with the help of GMAT Reading Comprehension Practice Questions.

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A Key Decision Required of Advertising Managers is Whether a “hard-sell” GMAT Reading Comprehension

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