Exam 9: Communication and Consumer Behavior

Advertisers develop ________ as a way to describe their target customers,including the specific media they read or watch.Media organizations develop ________ as a way to describe the consumers that use their media.

________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.

Manufacturers with favorable brand images prefer to give their new products a new brand name in order to minimize the potential risk to the established brand reputation.

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.

A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.

Consumers are either opinion leaders or opinion receivers,but never both.

When the material presented first produces a greater effect than material presented later,this is known as the ________.When the material presented last produces a greater effect than material presented earlier,this is known as the ________.

Television is the medium with the most credibility.

The key factor underlying the persuasive impact of a personal or interpersonal message received from either a formal or informal source is ________.

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.

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

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

People who are not specifically targeted by the sender but are exposed to the message anyway are considered ________.

What is comparative advertising,and what results do marketers gain from using it?

The ________ affects the ________ of the message.

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,by sponsoring the Friday Night Tear-Jerker movie series,Paper Queen was the only advertiser to air ads during the movie.By removing competitive advertising from the consumer's TV-watching environment during the movie,Paper Queen was trying to minimize ________.

The most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through effective positioning and a unique selling proposition.

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's advertising campaign delivery is best described as ________ communication.

Which of the following statements is true about spokespeople?

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 the 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 ________.