Advertising Set 4

Front 1

Define communications.

Back 1

--the passing of information

--the exchange of ideas

--the process of establishing a commonness oroneness of thought between a sender and a receiver

Front 2

Promotion is simply just_____________.

Back 2

communication

Front 3

What is the goal of the marketer as it pertains to communications?

Back 3

The goal of the marketer is to getthe audience to think common things, or on the same wavelength

Front 4

What two things must happen in order for communication to occur?

Back 4

Theremust be some common thinking between 2 parties.

Informationmust be passed from one person to another (or from one group to another).

Front 5

What are the five steps of the communication process?

Back 5

sender

encoding

message/channel

decoding

receiver

Front 6

Whose field of experience must be considered during communications?

Back 6

The senders and the receivers

Front 7

discuss how the different fields of experiences of the sender and receiver impact communication.

Back 7

The sender and receiver havedifferent fields of experience. Theyhave experienced different things throughout their lifetime, which influencesthe way they think. They key is for thesender to communicate in the middle, so it will be easier for the consumer, orreceiver, to understand.

Front 8

The _______ _______ of thesource influences how you feel about the product.

Back 8

receivers perception

Front 9

What is a channel?

Back 9

The channel is the way that youcommunicate the message from the sender to receiver (television, newspaper,social media)

Front 10

What is the goal of the sender in communication?

Back 10

The goal of the sender is for thereceiver to decode the message to have a similar interpretation of the messageas the sender

Front 11

What is noise?

Back 11

external factors that prevents thereceiver from getting the message. (ex- the telephone rings during thecommercial, the consumer is thinking of different things at the time themessage should be received.)

Front 12

_______ sources are appropriate for image related products.

Back 12

attractive sources

Front 13

What is an attractive source?

Back 13

A source that is easy to relate to.

Front 14

What are the four different forms of encoding?

Back 14

verbal, graphic, musical, animation

Front 15

List three examples of verbal encoding.

Back 15

•Spoken Word•Written Word•Song Lyrics

Front 16

List three examples of graphic encoding.

Back 16

•Pictures•Drawings•Charts

Front 17

List three examples of musical encoding?

Back 17

•Arrange-ment•Instrum-entation•Voices

Front 18

List three examples of animation in encoding.

Back 18

•Action/Motion•Pace/ Speed•Shape/Form

Front 19

The semiotic perspective says that there are how many components to every marketing message?

Back 19

three

Front 20

What are the three components to every marketing message?

Back 20

Object

Sign or symbol representing the intended meaning

The interpretant/ the intended meaning

Front 21

What is the meaning of semiotic?

Back 21

Semiotic is the meaning of words.

Front 22

What are the two different channels?

Back 22

Personal and nonpersonal selling channels

Front 23

What are two types of personal selling channels?

Back 23

personal selling and word of mouth

Front 24

What are two types of nonpersonal selling channels?

Back 24

print media and broadcast media

Front 25

Explain experiential overlap?

Back 25

The sender and the receiver can be from different worlds. This means they have very different experiences.

The sender and the receiver can have moderate commonality. This means they have some overlapping experience.

The sender and the receiver can have high commonality. This means they have a lot of overlapping experience

Front 26

What are the four steps for successful communication?

Back 26

(1) Select an appropriate source

(2) Develop a properly encoded message

(3) Select the appropriate channel for thetarget audience

(4) Receive feedback

Front 27

The communicate effectively marketers must understand...

Back 27

Marketersmust understand:

1.Who the target audience is

2.What (if anything) it knows or feelsabout the company’sproduct or service

3.How to communicate with the audience toinfluence its decision-making process

Front 28

What are the five levels of audience aggregation, listed from biggest to smallest?

Back 28

(1) Mass Markets

(2) Market Segments

(3) Niche Markets

(4) Small Groups

(5) Individuals

Front 29

Niche markets are ________ and___________

Back 29

small and specialized

Front 30

What are the names of the three models of the response process?

Back 30

(1)AIDA Model

(2)Heirarchy of effects model

(3) Innovation Adoption model

Front 31

With personal selling, you must...

Back 31

think, feel, then buy

Front 32

The only one that we should know inthis class is the ___________________. This is based on advertising andhow it reaches people.

Back 32

hierarchy of effects model.

Front 33

What two things are involved in the cognitive stage of The Hierarchy of Effects Model?

Back 33

Awareness

Knowledge

Front 34

What three things are involved in the affective stage of The Hierarchy of Effects Model?

Back 34

liking

preference

conviction

Front 35

What one thing is involved in the behavioral stage of The Hierarchy of Effects Model?

Back 35

buying

Front 36

What is cognitive response?

Back 36

Amethod for examining consumers’ cognitive processing of advertisingmessages by looking at their cognitive responses to hearing, viewing, orreading communications.

Front 37

Cognitive response examines the type of thoughts that are...

Back 37

Examinestypes of thoughts that are evoked by an advertising message.

Front 38

What happens during cognitive response?

Back 38

Consumerswrite down or verbally report their reactions to a message.

Front 39

What is the simple definition for cognitive response?

Back 39

Cognitive response is how somebodythinks of an advertising message.

Front 40

The model of cognitive response starts with...

Back 40

exposure to advertisement

Front 41

Exposure to advertisement then creates...

Back 41

cognitive response

Front 42

What are three forms of cognitive response?

Back 42

(1) product/message thoughts

(2)source oriented thoughts

(3) ad execution thoughts

Front 43

Cognitive responses cause _______

Back 43

attitudes

Front 44

What are two types of attitudes involved in the model of cognitive response?

Back 44

Brand attitudes and attitudes toward the advertisement

Front 45

Attitudes leads to _________ _______

Back 45

purchase intent