Exam 7: Persuading Customers

When a marketer stresses the benefits to be lost by not using the product, s/he is using ________.

Only through ________ can the sender of a message determine whether and how well the message was received.

The personality trait named ________ is focused on a person's tendency to enjoy, engage or seek out amusement.

While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ________.

$\text{FOOT CREAM MINI CASE:}$ Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game. -In the FOOT CREAM MINI CASE, Athlete's Aid emphasizes the use of its product to prevent athlete's foot. This is an example of ________.

When Aleve notes that you can take two Aleve caplets all day instead of more Tylenol caplets, it is using a ________.

In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication.

Feedback from mass communication is generally direct.

$\text{TISSUE MINI CASE:}$ Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues. In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations. During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising. After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold. -In the TISSUE MINI CASE, Paper Queen measured the effectiveness of its advertising via the ________.

The appropriate message framing decision depends on consumer's attitudes and characteristics as well as the product itself.

Which of the following is true of sex in advertising?

Immediate feedback is the factor that makes ________ so effective.

An advertisement is ________ when it contains dense perceptual features and/or elaborate creative designs.

________ in the form of competing advertising messages or distracting thoughts can impact the reception of a promotional message.

What guidelines should a marketer following when using fear appeals in advertising?

Why is humor used so frequently in advertisements? In your response, include evidence from research studies on using humor in advertising.

Fear appeals are unlikely to be effective among persons to score high on the personality variable termed ________.

A photograph or illustration conveys verbal messages.

________ stresses the benefits to be gained by using a specific product, whereas ________ stresses the benefits to be lost by not using the product.

Among women, attention-getting comparative appeals produced inferences regarding the ads' manipulative intentions and reduced purchase likelihood.