Author Question: A service organization's service personnel often have the greatest impact on the long-term success ... (Read 39 times)

soccerdreamer_17 · **on:** Jun 29, 2018

A service organization's service personnel often have the greatest impact on the long-term success of the service organization itself.

Indicate whether the statement is true or false

Question 2

In the past, research has suggested that advertisers should exert caution when attempting to use certain methods of advertising. List at least two of these methods and, for each method, describe two of the lessons that advertisers can learn from the research.

Laurenleakan · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

T

Answer to Question 2

Humor ads: Research suggests that advertisers should use humor with caution. The goal of humor is to create a pleasant and memorable association with the product for the consumer. However, research shows that humorous messages may adversely affect comprehension and can actually interfere with memory processes: the consumer doesn't remember what brand
the ad was for. In addition, humor can attract attention without increasing the effectiveness or persuasive impact of the advertisement.
Fear-appeal ads: Some research also indicates that intense fear appeals actually short-circuit persuasion and result in a negative attitude toward the advertised product. The research on this, however, is far from conclusive. The text suggests the use of a moderate level of fear is most successful. Whether or not a fear appeal is successful may also come down to how believable the fear is, and how clearly the escape from this fear is identified and explained.
Comparison ads: Extensive research has been done on making comparisons. Among the findings are that (1) direct comparison by a low-share brand to a high-share brand increases the attention on the part of receivers and increases the purchase intention of the low-share brand; (2) direct comparison by a high-share brand to a low-share
brand does not attract additional attention and increases awareness of the low-share brand; and (3) direct comparison is more effective if members of the target audience have not demonstrated clear brand preference in their product choices.
For these reasons, established market leaders almost never use comparison ads.
These ads are almost always used by the underdog brand, the brand that wishes to be seen in the company of the market leader.