Exam 7: Persuading Customers

The ________ is the initiator of communication.

If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If the audience is critical or unfriendly and well educated, then a ________ is likely to be more effective.

What are the advantages of interpersonal communications relative to impersonal communications?

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

Channels of ________ permit marketers to send addressable, customized messages based on data gathered from tracing consumers' surfing and clicks online to individual consumers or small groups.

Which of the following is an example of an informal communications source?

The sponsor's first step in developing a communication for a consumer is ________.

________ track bodily responses to stimuli.

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.

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 ________.

________ are messages that companies transmit through their marketing departments, advertising or public relations agencies and spokespersons.

Which of the following factors does NOT make a one-sided message more effective than a two-sided message.

$\text{TISSUE MINI CASE:}$ 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, 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 ________.

Consumers with ________ are less likely to consider peripheral cues, such as endorser's likeability, in processing the ad.

A marketer uses ________ to increase the acceptance and persuasiveness of their advertising communications, resulting in their use in an estimated 80% of all ads.

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

The transmission of a message from a sender to a receiver via a medium of transmission is known as ________.

Before launching his ad campaign, Jerry asked a test group of consumers to read the ad copy and report whether they liked the message, understood the message correctly, and regarded the message as effective and persuasive using semantic-differential and Likert scales. This feedback is an example of ________.

Compared with impersonal communications in mass media, a key advantage of interpersonal communications is the ability to obtain immediate feedback through verbal and nonverbal cues.

________ are the channels for transmitting communications.