Chapter 7 - Persuading Customers

Question 1

What is source credibility?

Answer 1

A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believeability

Question 2

What is the sleeper effect?

Answer 2

when the consumer separates the message from its source (can work in marketers favour sometimes). A consumer may remember the content but not the source. For example remembering a notice about the health system but not the political party putting out that notice.

Question 3

What is the theory of differential decay?

Answer 3

suggests that the negative memory of low-credibility sources decays faster than the content of the message.

Question 4

What is the difference between impersonal and interpersonal communications?

Answer 4

impersonal communications (marketing departments, advertising, or public relations agencies)

Interpersonal communications may be either formal sources (sales person in retail location) or informal sources (peers)

Question 5

What are three barriers to communication?

Answer 5

Selective exposure (levels of attention to ads depending on interest)

Time shift (recording and skipping over commercials, personalized editions of newspapers, do not call list)

Psychological noise (competing advertising messages or distracting thoughts)

Question 6

How can we overcome the noise? What is noise?

Answer 6

Noise is anything that breaks the flow of communication or distracts from the content of the message.

Ways to overcome include repetition, contrast, digital technologies, effective positioning and providing value

Question 7

What are experiential ads?

Answer 7

Allow customers to engage and interact with products and services in sensory ways and to create emotional bonds between consumers and brands

Question 8

Mid-Roll Ads

Answer 8

Promotions that run in the middle of streaming videos, allowing viewers to view about 50 percent of the program before they appear

Question 9

What is the difference between traditional media and new media?

Answer 9

Traditional media - broadcast, one-way, directed at groups. everyone gets the same message

New Media - narrowcast, two-way, addressable. targets smaller groups and interactions

Question 10

What are three components of addressable advertising?

Answer 10

Customized (tailored ads enable marketers to focus on customers who have already shown interest in their products), interactive (elicit action) and response measurable (can measures responses because of consumer feedback from consumers)

Question 11

How can messages be structured?

Answer 11

Verbal (spoken or written) and non verbal (a photograph, illustration, or a symbol) or both!

Question 12

What is cognitive learning?

Answer 12

exposure to a message leads to interest and desire for the product and ultimately to buying behaviour.

Question 13

What are the steps for sponsors?

Answer 13

1. Establish objectives (create awareness, promote sales, encourage/discourage practices, attract patronage, reduce dissonance, create goodwill)
2. Select medium
3. Design (encode) messages

Question 14

What are the four message decisions?

Answer 14

Image and text (visual complexity (feature and design complexity. Preference for words vs pictures varies)

Message framing (benefits, need for cognition etc., negative framing is something bad you want to avoid used more for a low need for cognition. Positive framing would be used when you have approach goals and the benefits are stated)

One-sided (marketers pretend that its products are the only ones of their kind) vs two-sided messages (when competition exists, acknowledging competition)

order of presentation (ex. ads shown first are recalled the best primacy effect (particularly if your ad is low interest), and recency effect - those shown last are more noticeable)

Question 15

What is native advertising?

Answer 15

when messages are designed to blend in with editorial content, podcasts and infomercials

Question 16

What are comparative ads?

Answer 16

It’s when marketer’s claims of roduct superiority for its brand over more competitors

Promotion (aspirational effects) vs Prevention-focused (absence of negative outcomes)

Reasonable factual evidence

Question 17

What are fear appeals? when do they work and when do they not?

Answer 17

Arousing or depicting fear is effective

• strong fear works for highly relevant topics (ex. cigarette smoking)
• but need to be reasonable (not always appropriate). ex. reduced fat foods, don’t need warnings!

Question 18

What are the eight guidelines for fear appeals?

Answer 18

1. Understand reactions and previous experiences
2. Beware the boomerang effect
3. Behaviour change long and complex process
4. Study relationships with action and anxiety
5. Determine whether rational or emotional fear appeal
6. Repeat advertising over the long term
7. Accept that some addicts may not respond
8. Consider alternatives

Question 19

How are humour appeals used?

Answer 19

attracts attention and enhances liking of the advertised product. Increases acceptance

Question 20

How are sex appeals used?

Answer 20

Sexual self-schema (view of self with regard to sexuality, influences reactions to sex-related promotional themes

Sensation seeking (respond favourable to nuidity, but others do not)

Question 21

How are measuring feedback is done while interpersonal communications?

Answer 21

interpersonal communication’s key advantage is the ability to obtain feedback immediately

Question 22

What are the primary measures marketers employ to gauge advertising effectiveness?

Answer 22

Persuasion effects - whether message was received, understood, and interpreted correctly

Sales effects - whether message of a given campaign have generated sales level defined in the campaign’s objectives

Media exposure effects of their messages to monitor audiences and conduct audience research to find out which television programs are viewed more extensively than others