Exam 7: Persuading Customers

$\text{TISSUE MINI CASE:}$ 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, the way Paper Queen measured the effectiveness of its advertising is considered ________.

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

For consumers with an independent self-view (who view themselves as defined by unique characteristics), messages that stress avoidance goals (negative framing)are more convincing.

$\text{FOOT CREAM MINI CASE:}$ 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, ________ is the sender of the message.

How do mass media senders infer feedback from their messages?

How do marketers assess the effects of mass communications?

Negative message framing is likely to appeal to which two groups?