146) Explain how the message source affects consumers' perceptions of the message. Answer: The message source will affect how the consumer perceives the message. For example, highly credible as certain be more persuasive. In some cases, the use of celebrity testimonials works well to persuade consumers to make the purchase. Page Ref: 414 147) When is it most advisable to predominantly use advertising in a promotion mix? Answer: Advertising works well when the marketer's goal is to reach geographically dispersed groups of consumers. In addition, advertising works well when the marketer wants to control the intended message geared toward a specific group of consumers. Advertising also allows the marketer to repeat a message many times. Page Ref: 416-417 148) When is it advisable to predominantly use personal selling in a promotion mix? Answer: Personal selling well when the marketer's goal is to build up buyers' preferences, convictions, and actions. Personal selling allows marketers to build personal relationships with the prospective buyers and allows marketers to provide demonstrations directly to an intended audience. Many industrial companies prefer personal selling to other promotional tools. Page Ref: 417 149) When is it advisable to predominantly use sales promotions in a promotion mix? Answer: Sales promotions are used to invite and reward quick response. Sales promotions are short-lived; therefore, sales promotions are used when the marketer intends to make a quick, dramatic impact on an intended audience with the use of coupons, samples, contest, etc. Page Ref: 417 150) Describe the FTC cooling off rule. Answer: The three-day cooling-off rule gives special protection to customers who are not seeking products. Under this rule, customers who agree in their own homes to buy something costing more than $25 have 72 hours in which to cancel a contract or return merchandise and get their money back, no questions asked. Page Ref: 422
146) Explain how the message source affects consumers' perceptions of the message. Answer: The message source will affect how the consumer perceives the message. For example, highly credible as certain be more persuasive. In some cases, the use of celebrity testimonials works well to persuade consumers to make the purchase. Page Ref: 414 147) When is it most advisable to predominantly use advertising in a promotion mix? Answer: Advertising works well when the marketer's goal is to reach geographically dispersed groups of consumers. In addition, advertising works well when the marketer wants to control the intended message geared toward a specific group of consumers. Advertising also allows the marketer to repeat a message many times. Page Ref: 416-417 148) When is it advisable to predominantly use personal selling in a promotion mix? Answer: Personal selling well when the marketer's goal is to build up buyers' preferences, convictions, and actions. Personal selling allows marketers to build personal relationships with the prospective buyers and allows marketers to provide demonstrations directly to an intended audience. Many industrial companies prefer personal selling to other promotional tools. Page Ref: 417 149) When is it advisable to predominantly use sales promotions in a promotion mix? Answer: Sales promotions are used to invite and reward quick response. Sales promotions are short-lived; therefore, sales promotions are used when the marketer intends to make a quick, dramatic impact on an intended audience with the use of coupons, samples, contest, etc. Page Ref: 417 150) Describe the FTC cooling off rule. Answer: The three-day cooling-off rule gives special protection to customers who are not seeking products. Under this rule, customers who agree in their own homes to buy something costing more than $25 have 72 hours in which to cancel a contract or return merchandise and get their money back, no questions asked. Page Ref: 422
Ch14%20Communicating%20Customer%20Value.docx