Mktg 430 Ch 5

Front 1

communication

Back 1

The passing of information, 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 information into a symbolic form.

Front 4

message

Back 4

A communication containing information 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

word-of-mouth communications

Back 6

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

Front 7

buzz marketing

Back 7

aka word of mouth, viral marketing, consumer generated marketing

Front 8

mass media

Back 8

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

Front 9

receiver

Back 9

The person or persons with whom the sender of a message shares thoughts or information.

Front 10

decoding

Back 10

The process by which a message recipient transforms and interprets a message.

Front 11

field of experience

Back 11

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

Front 12

noise

Back 12

Extraneous factors that create unplanned distortion or interference in the communications process.

Front 13

response

Back 13

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

Front 14

feedback

Back 14

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 15

AIDA model

Back 15

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

Front 16

hierarchy of effects model

Back 16

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. The stages include awareness, interest, evaluation, trial, and adoption.

Front 17

innovation adoption model

Back 17

A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes awareness, interest, evaluation, trial, and adoption.

Front 18

information processing model

Back 18

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

Front 19

standard learning model

Back 19

Progression by the consumers through a learn-feel-do hierarchical response.

Front 20

dissonance/attribution model

Back 20

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 information that supports the attitude and behavior.

Front 21

low-involvement hierarchy

Back 21

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

Front 22

cognitive responses

Back 22

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

Front 23

counterargument

Back 23

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

Front 24

support argument

Back 24

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

Front 25

source derogations

Back 25

Negative thoughts generated about the source of a communication.

Front 26

source bolsters

Back 26

Favorable cognitive thoughts generated toward the source of a message.

Front 27

ad execution-related thoughts

Back 27

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 28

attitude toward the ad

Back 28

msg recipient's affective feelings of favoribility or unfavorability toward an ad.

Front 29

elaboration likelihood model (ELM)

Back 29

A model that identifies two processes by which communications can lead to persuasion— central and peripheral routes.

Front 30

central route to persuasion

Back 30

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

Front 31

peripheral route to persuasion

Back 31

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 information and is not likely to be engaging in detailed cognitive processing.