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25 Cards in this Set
- Front
- Back
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Communication Model
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source,
message, channels, receiver |
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Interactive communication
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a dialogue and marketing communication is moving in that direction.
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Noise: internal & external
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External noise- Noise that hinders the consumer’s interpretation of the message
I- Personal factors that affect the message of advertisement |
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Message, medium
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Channel of Communication
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Receiver
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reader, viewer, listener
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Facets Model Concepts
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1. See/hear
2. Feel 3. Think/understand 4. Connect 5. Believe 6. Act/do All of these work together to create a response to a brand message |
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Impact
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an advertisement has on receivers of the message
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AIDA
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Attention, Interest, Desire, Action
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Facets Model of Effects
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***present a model of advertising effects that does a more complete job of explaining how advertising creates various types of consumer responses.
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Perception
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the process by which we receive information through our five senses and assign meaning to it.
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Exposure
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important goal of media planners who try to find best way to reach consumers with a message.
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Awareness
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an ad makes an impression
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Recognition & recall
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people remember seeing the ad and recall
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Subliminal effects
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message cues given below the threshold of perception
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influence
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opinion leaders,
bandwagon appeals |
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Differentiation
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consumer's ability to separate one brand from another in a product category
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Recall
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measure of learning or understanding
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involvement
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the degree to which you are engaged in attending to an ad and the process through responding to a message and making decision
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Brand linkage
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reflects degree to which the associations presented in message, and interest, connected to brand
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Motivation
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creating a persuasive message
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Conviction
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consumers agree with a persuasive message and achieve a state certainty
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Brand loyalty
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a response to brand communication that crosses over between thinking, feeling, and doing
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Trial
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allows a customer to test a product without committing
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Advocacy & referral
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speaking out a brand's behalf and referring to it when someone asks for reccommendation
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Strong & Weak Theories
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strong- sales is the only true effectiveness
weak- reinforce existing brand perceptions rather than change attitudes |
