Exam 7: Persuading Customers

The ________ affects the persuasive impact of the message.

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

A marketer uses a ________ when it acknowledges competing products in its marketing communications.

The ________ of formal, interpersonal marketing communications is likely to be a targeted prospect or a customer.

A marketing study found that respondents believed that a dark-haired celebrity model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

Design complexity enhances attention to the brand and attitude toward the ad, whereas feature complexity enhances paying attention to the ad, its comprehensibility, and attitude toward the ad.

How do mass media senders infer feedback from their messages?

The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power.

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's advertising campaign delivery is best described as ________ communication.

Which of the following is an example of a formal communications source?

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

Feedback from mass communication is generally direct.

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, the way Paper Queen measured the effectiveness of its advertising is considered ________.

The sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons.

________ track bodily responses to stimuli.

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

A photograph or illustration conveys nonverbal messages.

HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on relieving headache pain. Under the slogan "If you really want to fix a problem, you have to use the right tools," Fast Relief advertising points out that while its tablets aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving headaches. At the beginning of the advertising spot, a woman is shown with her eyes shut tight and her hand pressed against her forehead. Over the course of the ad, the woman's face gradually relaxes and she begins to look relieved and comfortable. Fast Relief also advertises its products by having its tablets used by actors to relieve their headaches during popular television shows. -In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All. This is an example of ________.

The medium or communication channel can be impersonal, like ________, or interpersonal, like ________.

Customized messages that are sent to particular consumers based mostly on the consumers' prior shopping behavior, which marketers have observed and analyzed, are also called ________.