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16 Cards in this Set
- Front
- Back
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Learning obj 6 |
the communications model identified several important components for markets when they try to change consumers attitudes toward products and services |
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learning obj 7 |
the consumer who processes a message is not necessarily the passive recover of information marketers once believed him or her to be |
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M- Commerce |
marketers promote goods and services via wirless devices |
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new social media platforms |
-blogs and video blogs -podcasts -twiter -virtual worlds -widgets |
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learning obj 8 |
several factors influence the effectiveness of a message source |
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learning obj 9 |
the way a marketer structures his or her message determines how persuasive it will be |
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decisions to make about the message |
-should we use pictures or words -how often should message be repeated -should it draw an explicit conclusion -should it show both sides of the argument -should it explicitly compare product to competitors -should it arouse emotions -should it be concrete or based on imagery |
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the positive effects of the message |
-showing convince of use -showing new product / improved features -casting background ( people are incidental to message) -indirect comparison to other products |
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the negative effects of the message |
-extensive information on componenets, ingredients, nutrition -outdoor setting( message gets lost) -large number of onscreen characters -graphic displays |
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one sided (argument) |
supportive arguments |
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two sided |
both positive and negative information |
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refutational argument |
-negative issue is raised then dismissed -positive attributes should refute presented negative attributes -effective with well educated and not yet loyal audiences |
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comparative advertising |
-message compared two or more recognizable brands on specific attributed -negative outcomes include source derogation |
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types of message appeals |
-emotional vs rational appeals -sex appeals -humorous appeals -fear appeals |
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learning obj 10 |
audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective |
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summary |
-attitudes are very powerful, and they are formed in several ways -people try to maintain consistency among their attitudinal components and their attitudes and behaviors -the communications model includes several important components which can be influenced by marketers to enhance the persuasiveness of the message |
