Message Structure
The lowest point of recall in a presentation
Appeal often used to discourage unsafe behaviors?
Two paces used in alternative mass media
What is self-paced and externally paced?
What company is an example of using source similarity in an advertising campaign?
Message that only mentions positive benefits
The amount of advertising in a channel
What is clutter?
True or False: When applying likeability in a marketing campaign, the endorser is always a celebrity.
What is false?
Message effect that is presented last, and most persuasive
What is Recency effect?
Positive attribute of humor appeals
What is .. Attract and holds consumers' attention
Puts consumers in a positive mood
Distracts the consumer from arguing against the ad?
Medium used to deliver the message to the target audience
What is channel factors?
What draws attention in cluttered media environments?
What is stopping power?
When a communicator presents both sides and then refutes the opposing viewpoint
What is Refutation
Negative attribute of humor appeals
Distracts consumers from the brand and its qualities.
Difficult to create well and it may be too subtle.
Consumers may experience wear-rout
Which is more persuasive, personal channels or non-personal channels?
What is personal channels?
A negative of using celebrity endorsers
overexposure
target audience receptivity
risk to the advertiser
Headline is example of this effect
What is primary effect?
Comparative advertising is used frequently in this type of advertising.
What is political advertising?
For alternative mass media, do radios and television fall under self-paced or externally paced media?
What is externally paced?
Perceived control, perceived concern, and perceived scrutiny are elements of what?
What is source power?