Exam 9: Communication and Consumer Behavior

Receivers decode the messages they receive on the basis of ________.

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

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,Fast Relief maintains that its tablets relieve headache pain 10 times more effectively than Cure-All.This is an example of ________.

While Revlon nail polish advertising is specifically targeted to women,men watching television may be exposed to nail polish commercials.In this case,men would be considered part of the unintended audience.

Upper-level executives at one's place of employment whose lifestyle,clothing,and other possessions appear to be admired and worthy of imitation by a person holding a lower managerial position constitute a(n)________ group.

Who are the informal sources in the communication process,and how does their credibility affect the receiver?

________ consists of encouraging individuals to pass on an e-mail message to others,thus creating the potential for exponential growth in the message's exposure and influence.

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

Not-for-profit sources generally have more credibility than for-profit sources.

Which of the following is an example of an informal communications source?

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 ________.

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,by pointing out that Fast Relief is not very effective at relieving muscle pain,the company is engaging in ________.

Buzz agents may be enlisted by firms in an attempt to initiate ________.

________ reference groups influence broadly defined values or behavior.

The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.

Generally,it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.

Using rhetorical figures and symbols in ads decrease the recall and memory of these messages.

Consumers tend to read ads carefully for products they are interested in and tend to ignore ads that have no interest or relevance for them.

Past performance and reputation of the brand,and the image and attractiveness of the spokesperson used are all factors on which ________ is judged.

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 is advertising via ________.