Exam 7: Persuading Customers

________ is the first element in the traditional communications model.

When the source is well respected and highly thought of by the intended audience, the message is much more likely to be ignored.

Marketers encode messages by using words, pictures, signs, symbols, spokespersons, and special channels.

Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?

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.

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

Big Jim's Furniture Store frequently advertises on the local radio station. The type of media Big Jim's is using is broadly categorized as ________.

Only through ________ can the sender of a message determine whether and how well the message was received.

Immediate feedback is the factor that makes ________ so effective.

While Julia is watching television, she is faced with the clutter of nine successive commercial messages during a program break. The marketer who is running the second ad in the series is unlikely to communicate effectively with Julia because the other eight ads are ________.

Marketers measure their communications' ________, or whether the message was received, understood, and interpreted correctly.

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 ________.

When a marketer stresses the benefits to be lost by not using the product, the company is using ________.

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.

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

Which is the most studied advertising appeal?

________ media are online channels, social networks, and mobile electronic devices.

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

In order to be persuasive, the receivers ________.

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 measured the effectiveness of its advertising via the ________.