Exam 7: Persuading Customers

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

A marketer is better off using a one-sided message than a two-sided message when ________.

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

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.

When Christopher sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why he did not buy the product, he is providing ________ in the communications model established by the store.

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.

When Aleve notes that you can take two Aleve caplets all day instead of more Tylenol caplets, it is using a ________.

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

During the economic downturn, companies like Chase and Bank of America used advertising appeals to help restore confidence in banks and make people feel good during the down economic times. These were examples of ________.

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

Identify strategies that marketers can use to overcome psychological noise.

An advertisement is ________ when it contains dense perceptual features and/or elaborate creative designs.

In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication.

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 outlines a side-by-side comparison between its pain reliever and that of Cure-All. This is known as ________

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

________, which are tied to computerized cash registers, are used to track the sales effects of food and other packaged good advertising.

A marketer uses a ________ when it claims product superiority for its brand over one or more explicitly named or implicitly identified competitors.

The personality trait named ________ is focused on a person's tendency to enjoy, engage or seek out amusement.

What are the advantages and disadvantages of using comparative advertising?

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 ________.