Exam 7: Persuading Customers

CADE International used after-sale interviews with its customers to examine how well the customers were served by the sales and service staff of the company. When CADE International follows this procedure, the company is attempting to use feedback as a means to improve communications.

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's placement of advertisements at the end of an advertising series is an attempt to take advantage of ________.

Which of the following is NOT true regarding humorous appeal?

________ is consumers' selectivity in paying attention to advertising messages.

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

Why is humor used so frequently in advertisements? In your response, include evidence from research studies on using humor in advertising.

During testing for the movie Her, test audiences used dials (located in their armrests) to indicate their levels of interest or disinterest during the showing of the movie. This feedback is an example of ________.