Ch 5 The Communication Process

Front 1

communication

Back 1

the passing of info, exchange of ideas, or process of establishing shared meaning between a sender and a receiver

Front 2

source

Back 2

the sender--person, group, or organization-- of the message

Front 3

encoding

Back 3

the process of putting thoughts, ideas, or info into a symbolic form

Front 4

message

Back 4

a communication containing info or meaning that a source wants to convey to a receiver

Front 5

channel

Back 5

the method or medium by which communication travels from a source or sender to a receiver

Front 6

mass media

Back 6

nonpersonal channels of communication that allow a message to be sent to many individuals at one time

Front 7

personal channels

Back 7

direct communication b/t 2 or more persons and can occur through interpersonal contact (face to face) or via other methods (email, social media)

Front 8

word-of-mouth communications

Back 8

social channels of communication such as friends, neighbors, associates, co-workers, or family members

Front 9

buzz marketing

Back 9

the use of various activities that generate conversations and word-of-mouth communications about a particular topic such as a company, brand or marketing activity

Front 10

viral marketing

Back 10

the act of propagating marketing-relevant messages through the help and cooperation of individual conusmers

Front 11

seeding

Back 11

the process of identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of a message

Front 12

seeding strategy

Back 12

determining how many initial consumers are needed and selecting the right influence to plant the model

Front 13

receiver

Back 13

the person or persons with whom the sender of a message shares thoughts or info

Front 14

decoding

Back 14

the process by which a message recipient transforms and interprets a message

Front 15

field of experience

Back 15

the experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation

Front 16

noise

Back 16

unplanned distortion or interference in message delivery

Front 17

response

Back 17

the set of reactions the receiver has after seeing, hearing, or reading a message

Front 18

feedback

Back 18

part of the message recipient's response that is communicated back to the sender. Can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received

Front 19

Levels of Audience aggregation

Back 19

Front 20

AIDA model

Back 20

a model that depicts the successive stages a buyer passes through in the personal-selling process, including attention, interest, desire, and action

Front 21

hierarchy of effects model

Back 21

a model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. Stages include: awareness, interest, evaluation, trial, & adoption

Front 22

innovation adoption model

Back 22

a model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. Stages include: awareness, interest, evaluation, trial, & adoption

Front 23

information processing model

Back 23

a model of advertising effects developed by William McGuire that views the receiver of a message as an info processor and problem solver. The model views the receiver as passing through a response hierarchy that includes a series of stages including message presnetaiton, attention, comprehension, acceptance or yielding, retention, and behavior

Front 24

standard learning model

Back 24

progression by the consumers through a learn-feel-do hierarchical response

Front 25

dissonance/ attribution model

Back 25

a type of response hierarchy where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process info that supports the attitude and behavior

Front 26

low-involvement hierarchy

Back 26

a response hierarchy whereby a message recipient is viewed as passing from cognition to behavior to attitude change

Front 27

cognitive responses

Back 27

thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication

Front 28

counterarguments

Back 28

a type of thought or cognitive response a receiver has that is counter or opposed to the position advocated in a message

Front 29

support arguments

Back 29

consumers' thoughts that support or affirm the claims being made by a message

Front 30

source derogations

Back 30

negative thoughts generated about the source of a communication

Front 31

source bolsters

Back 31

favorable cognitive thoughts generated toward the source of a message

Front 32

ad execution-related thoughts

Back 32

a type of thought or cognitive response a message recipient has concerning factors related to the execution of the ad, such as creativity, visual effects, color, and style

Front 33

attitude toward the ad

Back 33

a message recipient's affective feelings of favorability or unfavorability toward an advertisement

Front 34

elaboration likelihood model

Back 34

a model that identifies two processes by which communication scan lead to persuasion centrally or peripherally

Front 35

central route to persuasion

Back 35

one of two routes to persuasion recognized by the elaboration likelihood model. this views a message recipient as very active and involved in the communications proves and as having the ability and motivation to attend to and process a message

Front 36

peripheral route to persuasion

Back 36

in the elaboration likelihood model, one of two routes to persuasion in which the receiver is viewed as lacking the ability or motivation to process info and is not likely to be engaging in detailed cognitive processing