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31 Cards in this Set
- Front
- Back
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What is direction?
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for, against, neutral
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What is intensity?
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how strongly people feel about their opinions (Likert scale)
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What is stability?
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how long respondents have held or will hold the same direction and intensity of feelings
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What is informational support?
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how much knowledge people hold about the object of the opinion.
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What is social support?
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–the evidence to which people think their opinions are shared by others in their social circles.
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Who are creators?
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online consumers who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites such as YouTube.
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Who are critics?
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post comments on blogs or online forums, post ratings or reviews or edit wikis
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Who are collectors?
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save URLs and tags on social bookmarking services like deli.icio.us., vote for sites on a service like Digg, or use RSS feeds
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Who are joiners?
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participate in or maintain profiles on social networking sites like MySpace, Facebook or LinkedIn
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Who are spectators?
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consume what the rest produce – blogs, online videos, podcasts, forums, and reviews – largest group – 48 % of online adult Americans
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Who are inactives?
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non-participants
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What is perception?
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The process by which we receive information through our five senses and assign meaning to it
-has to get noticed |
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What is exposure?
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making contact, being seen or heard by the target audience
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What is selection and attention?
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Creating stopping power.
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What is interest and relevance?
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creating pulling power. Interest – means the receiver of the message has become mentally engaged in some way with the ad and product. Relevance – means the message connects on some personal level.
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What is cognition?
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How consumers respond to information, learn and understand something
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What are needs?
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How consumers respond to information, learn and understand something
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What is information?
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facts about product performance and features
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What is cognitive learning?
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occurs when a presentation of facts, information and explanations leads to understanding.
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What is differentiation?
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occurs when consumers understand the explanation of a competitive advantage, how one product differs from another.
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What is recall?
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measurement of learning or understanding.
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What is affective response?
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Stimulates wants, touches the emotions and creates feelings.
Liking the brand is an important affective response that advertisers monitor. |
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What is association?
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Communication through symbolism, the process of making symbolic connections between a brand and characteristics, qualities or lifestyles that represent the brand’s image and personality.
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What is persuasion?
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Conscience intent on the part of the source to influence or motivate the receiver of a message to believe or do something.
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What is try and buy ?
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initiating action through trial
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What is contact?
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responding by visiting, calling, sending back a card, clicking on a web site.
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What is prevention?
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discouraging unwanted behaviors, examples – anti-drug and anti-smoking campaigns.
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What is cybersmear?
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those with real or perceived grievances against an organization frequently use the Internet as a potent new tool to publicize their discontent. These individuals can instantly publish gossip, accusations, opinions, complaints or misinformation to a global audience.
-devasting impact on the companies reputation or stock prices -respond with litigation |
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What is cybercrisis?
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happens when rumors that originate on the Internet often make their way into print and the broadcast media before a company even knows they exist.
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What is a package?
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Reporter’s story that includes narration, video and interviews with sources.
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What is the behavior communication model?
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4 Step Process
1. Awareness 2. Latent Readiness- people get ready to act by accumulating information 4. Triggering Event- election day 5. Behavior- visiting a showroom, trying a product |
