Exam 7: Persuading Customers

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 emphasizes the use of its product to prevent athlete's foot. This is an example of ________.

Addressable advertising consists of ads sent to specific persons or small audiences rather than groups of consumers.

Using puns or wordplay in ads increase readership.

Jonas noticed that he got better results from his direct marketing television campaign when his ad appeared first in the series of advertisements. He is likely experiencing the impact of the ________.

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

Mass communications feedback is usually inferred.

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

Geoff is responsible for online marketing for the local automotive dealership. He manages the website, Facebook page, and Twitter account. The type of media he is responsible for is broadly categorized as ________.

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

The communications model requires a source and a message, but receivers of the message are not part of the model.

________ media are the original communications channels that advertisers have used, and include print and broadcast.

One study discovered that a strong graphic threat message had a greater effect for a familiar issue than it did for an unfamiliar issue.

Newspapers and magazines are examples of print mass media.

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.

The appropriate message framing decision depends on consumer's attitudes and characteristics as well as the product itself.

Which of the following is NOT one of the guidelines marketers should follow when using fear appeals?

________ are the channels for transmitting communications.

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, which of the following is most likely to be used to track the sales effects of the promotional campaign?

Marketers measure their communications' ________, or whether the messages of a given campaign have generated the sales level defined in the campaign's objectives.

What is the difference between a one-sided message and a two-sided message? When are they used?