The mere fact of being repeatedly exposed to a message increases ...

[Chelseaamend]

The mere fact of being repeatedly exposed to a message increases the likelihood that the receiver will judge that message to be true is known as the ____.
 a. mere repetition effect
  b. mere exposure effect
  c. exposure paradox
  d. truth effect
  e. repeat effect

Question 2

The text on page 10 discusses a number of generic marketing objectives that can be accomplished on the Internet. Explain the nature of each, and give a brief example of how an Internet marketer (real or hypothetical) might achieve each objective.

[aadams68]

Answer to Question 1

D

Answer to Question 2

The generic objectives of marketing can be summarized as

Customer acquisition. Marketers engage in online advertising to attract more customers, usually to their websites.
Conversion from prospects to customers. When a first-time visitor comes to a website, they may or may not take the desired action. The desired action can be either a sale or some kind of request for additional information or services that allows the marketer to identify the visitor and begin a dialog. If the desired action is an inquiry or a registration, that may not meet the standard of becoming a customer. If a sale is the end goal, the conversion process may require several steps that take place over a period of time.
Retention. When the visitor becomes a customer, the marketer may choose to engage in a proactive retention (CRM) strategy. May choose because the desirability of retaining the customer depends on their potential value to the business (Customer Lifetime Value).
Growth in Customer Value: Marketers can use the data obtained on the Internet about their customers to identify the potentially most valuable customers and market to these customers differently.

Students should be able to identify the three generic strategies at this point, but they may lack insight into the nature and importance of each.