Exam 9: Communication and Consumer Behavior

The process by which one person informally influences the actions or attitudes of others is known as ________.

The key basis for message credibility is ________.

Consumers sometimes regard the spokesperson who gives the product message as the source of the message.

Consumers who score more highly on susceptibility to normative influence tend to be more influenced by ads that include testimonials.

A(n)________ group is one in which an individual is not likely to receive membership,despite acting like a member by adopting the group's values,attitudes,and behavior.

Addressable communications,often termed narrowcast messages,are significantly less response measurable than traditional broadcasted ads.

Identify three of the key findings in research investigating the relationship between the effectiveness of an advertising message and the spokesperson or endorser employed.

Logos or symbols that are associated exclusively with a given product and achieve high recognition are examples of ________.

A group to which a person either belongs or would qualify to belong to is called a(n)________ group.

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,________ is the sender of the message.

Opinion leadership tends to be ________.

Firms with established reputations generally have an easier time selling their products than do firms with lesser reputations.The ability of a quality image to invoke credibility is one of the reasons for the growth of ________.

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,Tom Brown's testimonial about using Athlete's Aid to prevent athlete's foot,as opposed to having him list the medical justification for how the cream works,is an example of which of the following rules about the use of celebrity endorsers?

A photograph or illustration conveys verbal messages.

Newspapers,magazines,and billboards are examples of print mass media.

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

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 ________.

In order to assess whether respondents like a message,understand it correctly,and regard it as effective and persuasive,researchers generally use ________.

Immediate feedback is the factor that makes ________ so effective.

________ are persistent critics of marketers who initiate bad publicity online.