A Reply to Reed

Abstract

contact approach (group-individual) to a single track. This should be part of the design of future studies on the closure effectiveness of the canned presentation. Sixth, Jolson also mentioned that the use of audiovisual equipment suggests a company image of bigness, success, and quality. This conception would then facilitate a prospect's exhibition of a certain effect. According to Levitt, whom the author cited, the source effect is the influence that a company's generalized reputation has on the outcome of a persuasional sales effort. The greater the perceived prestige and credibility of a firm, the more likely it is that its image will influence the prospect in the direction suggested by the sales presentation.3 Therefore, it seems more logical that the use of audiovisual media in the study helped create a positive presentation effect, that is, favorable consequences from a quality presentation. Since 75.6% of the sampled students were unaware of the company's offerings before the presentation, the salesman's verbal and audiovisual present tion apparently overcame the effects of Great Books of the Western World being relatively unknown.