transformational advertising (9) An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement. transit advertising (13) Advertising targeted to target audiences exposed to commercial transportation facilities, including buses, taxis, trains, elevators, trolleys, airplanes, and subways. trustworthiness (6) The honesty, integrity, and believability of the source of a communication. two-sided message (6) A message in which both good and bad points about a product or claim are presented. two-step approach (14) A direct-marketing strategy in which the first effort is designed to screen or qualify potential buyers, while the second effort has the responsibility of generating the response.

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