BASICS Flashcards
Agents
Agent knowledge refers to beliefs about traits, motivation, and competencies of the persuader.
Agents seek to change the attitude of targets.
Central route processing
When the ability and motivation to process information are high, people will tend to expend more effort in evaluating the message, and central route processing will tend to be dominant.
The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. active participant
e.g. While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown off a new model of car. The advertisement has shown facts and figures that really show the car to be better than what the person has been using.
Change in meaning
Occurs when the target perceives that agent is trying to persuade, leading to coping behaviors such as:
- process advertising information with more skepticism
- counterarguments of advertising claims
- rejection of advertising claims
- stop paying attention to advertising once static is recognized
- Search for more information to validate advertiser clams
- delay decision making until after reflection on persuasion attempt or after more information can be gained.
Channel
A channel is the type of media selected…
- print media: send messages via written communication
- broadcast media: sends messages
Counterarguments
Counterarguments of advertising claims….
Counter-advertising is when an advertisement poses an argument against a preceding argument in regard to a certain issue, person, or product. … Basically, counter-advertising is exposing a previous ad and its product or products. For example, take the fast-food industry.
Exposure
Both exposure to the ads and understanding the meaning of the ads can build social capital.
Advertising exposure is a presentation of an advertisement to the consumer.
Examples of advertisements include print ads, radio and television commercials, infomercials, advertorials, and billboards and kiosks–both of which may be stagnant or interactive. …
integrated marketing communication
IMC) is an approach to creating a unified and seamless brand experience for consumers across channels. Integrated marketing is a strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.
IMC is coordinated customers communication program:
-it is sponsored (paid for)
-it is delivered through the mass media
-it has an intent to persuade
other elements of IMC plan complement advertising
-public relations is typically non-sponsored and instead exploits opportunities for exposure in the news media
-customer service communication fo not typically have an intent to persuade
-social media
e.g. Old Spice: Smell Like a Man
This heads up our list not only because it was integrated with great videos and social media, but solid copywriting for the complete package. This integrated marketing campaign held your attention first and sold you later.
interpretevist
For example, a sociologist might ask people why they scratch their face or twirl their hair when they talk, and the sociologist would analyze those responses to come up with a conclusion; this is an example of interpretivism. Traditionally, quantitative researchers remain detached from what they are studying
Mass Media
Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets
e.g. common platforms for mass media are newspapers, magazines, radio, television, and the Internet. The general public typically relies on the mass media to provide information regarding political issues, social issues, entertainment, and news in pop culture.
Mediator
is a variable that is a step in a process that is a key driver of the relationship between the independent variable and the dependent variable.
- dough > baking> cookie
- frustration>anger?aggression
Mediation marketing is about giving people the opportunity to know – not through our eyes – for their very selves.
E.g. mediator variable may be something as simple as a psychological response to given events. For example, suppose buying pizza for a work party leads to positive morale and to the work being done in half the time.
Pizza is the independent variable,
Work speed is the dependent variable,
The mediator, the middle man without which there would be no connection, is positive morale.
Although we may observe a definite effect on work speed when and if pizza is bought, the pizza itself does not have the power to affect work rates: only by affecting the morale of the workers can it make an actual difference.
Moderator
A moderator is a variable that changes the nature of the relationship
- adding chocolate chips to cookie dough changes the flavor of the cookie
- making people aware that frustration can lead to anger can result in lowered anger from a stimulus that causes frustration (e.g., a poor score on an an assignment)
narrative
ads become part of popular culture…
Building a narrative in advertising draws the customer into the story of the ad, creating a more immersive experience and positive emotions toward the ad.
This can be difficult to do in 60 seconds or less, but there have been many campaigns utilizing such narratives, which have enhanced the success of these campaigns
some of these narratives have run for as much as a half-century
e.g : When your friend tells a story about seeing a deer on the way to school, he or she is using characteristics of a narrative. Fairy tales are narratives. The plot typically begins with “Once upon a time …” and ends with “happily ever after.”
need for cognition
is a personality trait that has an important influence on whether individuals are motivated to use central or peripheral route processing.
-individuals higher in need for cognition tend to evaluate ads the contain strong arguments more favorably (e.g., information from a credible source with information germane to product performance)
- these attitudes also tend to be persistent over
time and more predictive of behavior because the
individual has carefully considered their attitude at
time of formation.
-indviduals lower in need for cognition tend to evaluate ads with peripheral persuasion elements more favorably (e.g., a physically attractive source, heuristics such as number of arguments)
People are more motivated to attend to information when it is has personal relevance.
noise
how is advertising distinct from other communications?
-operates in an environment with a lot of noise that creates a need for the source to “break through the clutter.”
peripheral route processing
When ability and motivation to process information are low, people will tend to expend less effort in evaluating the message and peripheral route processing will tend to be dominant.
Peripheral Route Processing (also known as Peripheral Route To Persuasion) occurs when someone evaluates a message, such as an advertisement, on the basis of physical attractiveness, background music, or other surface-level characteristics rather than the actual content of the message.
E.g. if you’re watching a political debate on TV and the best-dressed candidate seems the most convincing to you, you may have taken the peripheral route to be persuaded.
