The Makers of a New Type of Soap That Can

question 126

Essay

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.

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Definitions:

Autokinetic Effect

A visual phenomenon where a stationary point of light in a dark room appears to move because of small, involuntary eye movements.

Convert Communicators

People perceived as credible sources because they are arguing against their own previously held attitudes and behaviors.

Credibility

The quality or power of inspiring belief; the degree to which a source or message is considered trustworthy and reliable.

Advertising Wear Out

The decline in audience response as a result of repeated exposure to the same advertisement over time.