Exam 7: Persuading Customers

The principle of redundancy suggests marketers should repeat exposures to advertising messages to overcome psychological noise and facilitate message reception.

How do marketers assess the effects of mass communications?

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, ________ is the sender of the message.

Day-after recall tests ask viewers of TV shows or listeners to radio broadcasts to respond to interview questions a day after listening to or watching a given program.

When material presented first produces a greater effect than material presented later, this is known as the ________. When the material presented last produces a greater effect than material presented earlier, this is known as the ________.

The two psychological constructs that impact consumers' responses to ads that depict nudity include ________ and sensation seeking.

The use of humor can harm the comprehension of ads, and, in some cases, it aids comprehension.

Addressable advertising consists of ads sent to specific persons or small audiences rather than groups of consumers. Unlike broadcasted promotional messages, addressable ads have which of the following characteristics?

Radio is an example of an interpersonal medium.

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, by pointing out that Fast Relief is not very effective at relieving muscle pain, the company is engaging in ________.

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, by sponsoring the Friday Night Tear-Jerker movie series, Paper Queen was the only advertiser to air ads during the movie. By removing competitive advertising from the consumer's TV-watching environment during the movie, Paper Queen was trying to minimize ________.

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

Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Which of the following is NOT a way to overcome psychological noise?

In order to assess whether respondents like a message, understand it correctly, and regard it as effective and persuasive, researchers generally use ________.

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

The most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through effective positioning and a unique selling proposition.

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

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

What is the most effective way to make sure a promotional message stands out and is received and decoded appropriately by the target audience?