BMK
Source ------- relates to consumer’s beliefs that a communicator is both competent and willing to provide the information necessary for them to make an adequate evaluation of competing product
CREDIBILITY
A car advertiser says that its cars are the most expensive withing the model class and are not known for their style but have the best safety and quality record of any car in the model class. What argument is the car advertiser using?
A TWO-SIDED ARGUMENT
A former well-liked French politician appears in an advertisement for Viagra. This is an example of:
SOURCE ATTRACTIVENESS
When a company pays a blogger to write about its products in a positive manner, it is called a
PAID INFLUENCER PROGRAM
A lot of the major Superbowl sponsors have their digital media teams at the ready so that they can leverage opportunities during the game. This is known as
REAL-TIME MARKETING
When advertising a coffee machine, the advertiser limited the amount of exposure per repetition and slightly modified the setting of the ads. This overcame the problem of
ADVERTISING WEAR-OUT
If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have “star power” due to
THE MATCH-UP HYPOTHESIS
An electronics company hires a group of young people to go into websites and insert comments that are made to look as if they came from actual clients. This practice is known as
CREATING A STEALTH CAMPAIGN
Two key characteristics of the source for persuasive purposes in marketing communications are
CREDIBILITY AND ATTRACTIVENESS
The tendency of consumers to like things, including products, only because they are more familiar to them is called the
MERE EXPOSURE EFFECT