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69 Cards in this Set
- Front
- Back
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Idolatry
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Focus on product, rational, descriptive, and informative
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Iconistic
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what a prodcut represents
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Narcissitic
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how product meets personal, individual needs, less symbolic, and more transformative
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Totemic
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portrayed as emblems of group membership
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Mise en scene
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products are stage product
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Positioning approach
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response to "over-communicated" society
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Psychographics
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research that classifies population groups according to psychological variables like attitudes, interests, and opinions
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VALS approach
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independent psychological traits that control behavior
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Motivation
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ideals, achievement, self expression
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Resources
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material and psychological
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Psychological model
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based on stimulus response, predicts behavior, people are robots
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Economic model
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assume people are rational and make purchases based on price quality, pleasure or esteem
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Sociological model
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specific social groups directly influence consumer desires, preferences and purchases
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Statistical model
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buying behavior focus on purchasing patterns of groups or types of consumers
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Decision making process
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problem recognition, information search, alternative evaluation, actual purchase, purchase
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Four levels of persuasion
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Precipitation
Persuasion Reinforcement Reminder |
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Reach
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how many people in the target audince will see or hear an ad
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Frequency
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how many times the target audience will see or hear an ad in a specific time frame
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Three steps to induce behavior
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stimulate interest
prompt product evaluation and recognition reinforce message variables |
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short term
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immediate sales boosts when a specific brand is advertised
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Longterm
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impact means a continuation of short term effects, a result strong enough to detect over a year and measured by an improvement in the brand's marketshare
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Advertising campaigns have three characteristics
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Amusing and entertaining advertisement rewards viewers who commit their time to watching the ad
Effective ad are visual not verbal Campaigns are intrisically likable, highly visual, encourage viewer engagement by communicating promises in terms relevant to the consumer |
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Four steps to internet marketing
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gain attention
creating interest interactivity action |
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Magazine advertising
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selectivity
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television
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Ideal advertising medium, perfect or service demonstration
cost efficient exposure to ads: guaranteed for a large percentage of the viewing audience |
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junk mail
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ubiquitous, very efficient
low cost "hits" to targeted consumers |
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messages succeed on two levels
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people remember the ads
the targeted behavior |
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Four major changes in contemporary advertising
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exposed to more and more advertising
advertising messages have become shorter more emphasis on creativity and on the likability of the advertising message consumer and trade promotions has increased |
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advertising as myths
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myths are enduring stories that teach valuable lessons as well as entertain
mythic archetypes provide many of the story lines and characters found in commercials |
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Fear
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ads can make us fearful of many diverse circumstances
too strong of a fear appeal can cause a people to feel helpless and without control over the situation |
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Humor
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works best in radio and television
receptive moods can result in positive opinion of the product some say humorous commercials lose effectiveness more quickly than nonhumorous |
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Guilty
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most prominent appeal
motivates behavior to compensate for a wrong doing |
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Isolation
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product appeal as a mean of identifying with a certain crowd
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Sex
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stronger psychological appeal behind that of self-preservation, primary purpose is to gain attention
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Transformative Appeals
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Power
Meaning Self Esteem |
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Power
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economic, physical, political and social
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Meaning
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Advertising offers productss that will make it easier to be effective and to navigate the complexities of our environment
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Self-esteem
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a number of ads play on feelings of self-esteem
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Norms
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advertising tells us what is good or bad, in or out, right or wrong
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Deception
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business based on deception and half-truths
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Deceptive ads
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Pseudo claims
Comparison with an unidentified other Camparison of the product to its earlier form Irrelevant comparisons Pseudo survey Juxtaposition |
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Psychoactive ads
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a meaningful well-defined group of viewers who feel extremely anxious towards others or to feel a loss of self-esteem
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Two behavioral dimensions to ethics
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ability to discern right from wrong
commitment to do what is right, good, and appropriate |
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Moral Virtue
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moral conduct worthy of admiration
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Four influencial sources
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family
peer groups role models societal institution |
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five approaches to communication
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democratic ethics
universal humanitarian ethics procedural or code ethics contextual ethics narrative ethics |
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democratic ethical concerns
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how to improve the functioning of democracy in the US
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Universal humanitarian approach
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attempts to identify universal, concrete guidelines for social interaction
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Narrative ethics
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newest and most theoretical, belief that social drama, vision, and storytelling interaction to construct community values
a code emerges from public discussion and interaction |
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Deceptive ads
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Pseudo claims
Comparison with an unidentified other Camparison of the product to its earlier form Irrelevant comparisons Pseudo survey Juxtaposition |
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Psychoactive ads
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a meaningful well-defined group of viewers who feel extremely anxious towards others or to feel a loss of self-esteem
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Two behavioral dimensions to ethics
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ability to discern right from wrong
commitment to do what is right, good, and appropriate |
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Moral Virtue
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moral conduct worthy of admiration
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Four influencial sources
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family
peer groups role models societal institution |
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five approaches to communication
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democratic ethics
universal humanitarian ethics procedural or code ethics contextual ethics narrative ethics |
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democratic ethical concerns
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how to improve the functioning of democracy in the US
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Universal humanitarian approach
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attempts to identify universal, concrete guidelines for social interaction
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Narrative ethics
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newest and most theoretical, belief that social drama, vision, and storytelling interaction to construct community values
a code emerges from public discussion and interaction |
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How can you tell if something is ethical?
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Conscience
peer evaluation publicity personal, religious, professional guidelines |
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7 key values of communicators
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benevolence, equality, truthfulness, equity, environmental protection, freedom, treat other as you would like to be treat
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5 point checklist for web site credibility
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Authority
Accuracy Objectivity Currency Coverage |
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Checkbook journalism
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paying sources for exclusive interviews
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Campaign strategy coverage is comprised of several characteristics
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winning and losing
language of war games and competition dominates stories with performers, critics, and audience performance styles and perception of the candidate are central features heavy reliance on polls |
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Concern about the media
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rise of elite corps of "celebrity journalist"
news is selected, created, and communicated by the people news and truth are not the same |
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Ethical considerations
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story selection should be based on newsworthiness
source selection should involved careful evaluation of information and reliability rather than selecting only sources that mirror the opinions of a preferred position fact selection and arrangement must report all perspectives in a balanced manner language selection impact |
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Dramas can be assessed from four moral vantage points
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message makers
message consumers the messages themselves situational expectations |
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Public morality
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constructed by collectivities through they public discourse in the process of reflexive reproduction that utlizes the capacity of discourse simultaneously to create, extend and apply moral concepts
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Discourse
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no just a mere expression, it is in the service of the public good, about values, policies, and national character
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Constructive confrontation
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Important to separate people from the problem
Identify the technical facts of a problem or situation will reduce conflict there needs to be more persuasion, more exchange, less force |
