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21 Cards in this Set
- Front
- Back
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What is communications?
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The passing and sharing of meaning (information)
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Communication model (additional two parts)
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(Noise)
Sender-Encode message-Media-Decoded by-receiver \___________________Response___________________________/ |
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FCB Model?
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Represents left and right Brain and how to market based on which side of the brain your target market uses
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What do models usually do?
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deal with getting receivers to attend to the message, process, comprehend, and store the message
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ELM Model?
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(Elaboration Likelihood Model)
A generally accepted way that a person will process info and respond to a message (either will have high or low elaboration) |
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What is Cognitive Processing?
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concerns how external info is transformed into meanings and how these meanings are combined to form judgments
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Semiotics?
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The study and nature of meaning (words, gestures, symbols)
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Mnemonics?
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Symbols, rhymes, jingles, and associations that aid learning
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Two main channels we have in a Medium?
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Personal and Non-personal
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What is noise?
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anything which interferes with what is trying to be said
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What is feedback?
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audience response from which advertisers can obtain information about how well the advertising message is received, the environment in which it is received, and the temperament and attitude of the consumer upon its reception.
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What is Word of Mouth?
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advertising communicated from one satisfied customer of a product or service to a family member, friend, or acquaintance who may be a prospective customer for the same product or service.
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Define Decoding
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the step in the communication process in which the receiver accepts and interprets the message.
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Define Encoding
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the translation of a message into code by a sender so that it can be relayed through a medium to a receiver.
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Define Message?
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all the activities which concentrate on the communication of the value of the product, or service
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define attitude toward ad?
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mental position or emotional feelings about the ad. Want to generate favorable perceptions toward the thing being advertised
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AIDA Model?
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Attention-attract the attention of the customer.
Interest-raise customer interest by focusing on and demonstrating advantages and benefits Desire-convince customers that they want and desire the product or service and that it will satisfy their needs Action-lead customers towards taking action and/or purchasing. |
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Define Channel?
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A medium through which a message is transmitted to its intended audience, such as print media or broadcast (electronic) media.
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Define receiver
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the target of a message in the communication process
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Define Central route to persuasion
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This method focuses on facts and the content of the message in order to convince the listener
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Define peripheral route to persuasion
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involves being persuaded in a manner that is not based on the the message content (attractiveness of the speaker, like the person's voice)
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