Exam 7: Persuading Customers

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

$\text{FOOT CREAM MINI CASE:}$ 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's placement of advertisements at the end of an advertising series is an attempt to take advantage of ________.

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.

The term "traditional media" is synonymous with broadcast media and mass media.

$\text{FOOT CREAM MINI CASE:}$ 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, the Athlete's Aid commercial is an example of ________ communication.

Josie directs her advertising agency to focus on the benefits of her company's product without mentioning the competition. She is asking for a ________.

$\text{TISSUE MINI CASE:}$ 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's advertising campaign delivery is best described as ________ communication.

Using puns or wordplay in ads decrease readership.

Provide an example of how data helps advertisers identify consumers and send narrowcast messages.

$\text{HEADACHE MINI CASE:}$ 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 sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons.

Which of the following is NOT true regarding humor appeals?

During testing for the movie Her, test audiences used dials (located in their armrests)to indicate their levels of interest or disinterest during the showing of the movie. This feedback is an example of ________.

$\text{HEADACHE MINI CASE:}$ 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, the woman shown in the television ad demonstrates that Fast Relief is helping relieve her headache by using ________.

________ is consumers' selectivity in paying attention to advertising messages.

Design complexity hurts 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.

Unlike informal sources, the formal communications sources are typically considered to be more credible because they have nothing to gain from the persuasive impact of the message.

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

Fear is a frequently used appeal in advertising. Talk about its intensity versus its effectiveness.

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