Mktg. 320 - Test 2

Front 1

includes word of mouth; these sources also called opinion leaders; seen as credible given lack of ulterior motive

Back 1

credibility of informal source

Front 2

neutral sources have the greatest credibility; source credibility judged on past performance, reputation, service, quality, spokesperson image, retailers, social responsibility

Back 2

credibility of formal sources

Front 3

the idea that both positive and negative credibility effects tend to disappear after a period of time

Back 3

sleeper effect

Front 4

barriers to communication

Back 4

selective perception, psychological noise

Front 5

access to large audiences; effective for local reach; flexible; fast; feedback possible through coupon redemption; not selective; short message life; clutter; cost varies

Back 5

newspaper

Front 6

highly selective; high quality production; high credibility; long message life; high pass along rate; long lead time; high clutter; delayed and indirect feedback; rates vary based on circulation and selectivity

Back 6

magazines

Front 7

large audiences possible; appeals to many senses; emotion and attention possible; very high cost overall; long lead time; high clutter; short message life;

Back 7

television

Front 8

high geographic and demographic selectivity; short lead time; relatively inexpensive; good local coverage; short exposure time; audio only; high clutter

Back 8

radio

Front 9

useful for branding and reinforcement of messages; very high clutter; variation in pricing; privacy concerns

Back 9

internet

Front 10

high audience selectivity; personalization possible; low clutter; high cost per contact

Back 10

direct mail

Front 11

a widely used marketing strategy in which a marketer claims product superiority for its brand over one or more explicitly named or identified competitors; useful for product positioning, target market selection, and brand positioning strategies

Back 11

comparative advertising