Test 2; Chapter 7

Front 1

Effective communicators need the following:

Back 1

- what constitutes comm and how people receive messages
- how people process information and change perceptions
- what kind of media and communication tools are appropriate for a particular message

Front 2

Grunig 5 Possible Objectives

Back 2

1. message exposure: controlled, uncontrolled
2. accurate dissemination of message
3. acceptance of message
4. attitude change
5. change in overt behavior

Front 3

Hallahan Integrated PR Model

Back 3

- public media: awareness, credibility
- controlled media: promotion; detailed info
- interactive media: queries; exchange info; engage
- events/groups: motivate; reinforce existing beliefs, attitudes
- one-on-one: obtain commitments; negotiation/resolution of problems
- table 7.1

Front 4

Therkelsen: To Be Successful

Back 4

- receiving the message
- paying attention to the message
- understanding the message
- believing the message
- remembering the message
- acting on the message

Front 5

Receiving Message: 2-Way Communication

Back 5

- local process: obtain in research and evaluation
- feedback = 2-way; ex. facebook vs. traditional media (tv)
- grunig: 2-way symmetrical; understanding vs. persuasion
- key to excellent practice

Front 6

Paying Attention to the Message

Back 6

- exposure not = attention, memory, understanding
- uses and gratification theory: surveillance, entertain/diversion, reinforcement, decision making
- passive: need style and creativity
- active: at interest stage; ready for more
- triggering event: cause to act on latent willingness to behave in a certain way ex. H1N1

Front 7

Other Attention Concepts

Back 7

- five senses: 83% learn via sight, 11% hearing
- retain: 50% retention based on seeing and hearing
- multiple tools: IMC
- raise need level upfront: census bureau
- interest at beginning of message: get them; tell them; summarize
- channeling: reinforce predispositions, values
- prior knowledge and interest, pay more attention

Front 8

Understanding the Message

Back 8

- communication: transmit, common understanding of symbols
- writing for clarity
- flesch readibility: ex. 9th grade: random 100 words 4.2 sentences and 142 syllables
- cloze comprehension: fill in missing words
- microsoft program: copy test

Front 9

Understanding the Message

Back 9

- use symbols, acronyms, slogans: branding, audio too ex. apple logo, GASP, NOW, AIDS
- avoid jargon: semantic noise: ex. attenuation rates (cell phone)
- avoid cliches, hype words: superstar, word class, 110%
- avoid euphemisms: ethnic cleansing, collateral damage
- avoid discriminatory language: police man vs officer

Front 10

Believing the Message

Back 10

- source credibility
- context: action speaks louder than words: ex. buy US meeting with "Made in China" cup
- involvement: high, what is said; low, who says it

Front 11

Believing the Message

Back 11

- predispositions: festinger's cognitive dissonance
- won't believe something contrary to their predispositions unless
* situation change: gas price increase, development in China, India
* new information about new developements: perception of China toys when Mattel admits problems
* use unexpected communicator: chevron uses conservationists

Front 12

Remembering the Message

Back 12

- repetition (redundancy)
- multiple channels
- fight entropy: messages lose information as they process along
- truman: tell them what you're going to tell them; tell them; tell them what you told them

Front 13

Five-Stage Adoption Process

Back 13

- awareness
- interest
- evaluation
- trial
- adoption

Front 14

Roger's: Factors Affecting Adoption

Back 14

- relative advantage: perceived as better
- compatibility: consistent with values
- trialability: experienced on a limited basis
- observability: results are visable

Front 15

Time Factor: Varies with Product/Idea

Back 15

- innovators: venturesome, try new
- early adopters: savvy, keep up, opinion leaders for friends
- early majority: deliberate, pragmatic approach
- late majority: skeptical, somewhat resistant
- laggards: very traditional, easy to adopt

Front 16

How Decisions Are Influenced

Back 16

- awareness: mass media: ads, news, features, radio/TV announcements; support with eWOM, web
- interest: mass media more detailed info: features, web, brochures; meetings, seminars
- evaluation, trial, adoption: personal experience, group norms, family/friend opinions; credible sources, experts contact
- WOM: word of mouth ex. P&G herbal essences and old spice; opinion leaders: influentials or catalysts