Chapter 5 Flashcards
What is a channel?
A method by which the communication travels from the source or sender to the receiver
What are nonpersonal channels?
Communication that carry a message without interpersonal contact between sender and receiver (2 types: print and broadcast)
What is a field of experience?
Refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation
What is noise?
Unplanned distortion or interference
What is the difference between response and feedback?
Response is the receiver’s reactions after seeing, hearing or reading the message while feedback is a response that is communicated back to the sender
What are the levels of audience aggregation?
- Mass markets and audiences
- Market segments
- Niche markets
- Individual and group audienes
What is the AIDA model?
A model developed to represent the stages a salesperson must take a customer through in the personal-selling process A - Attention I - Interest D - Desire A - Action
What are the 4 traditional response hierarchy models?
- AIDA model
- Hierarchy of effects model
- Innovation adoption model
- Information processing model
What is the hierarchy of effects models?
The process by which advertising works; it assumes a consumer passes through a series of steps in sequential order from initial awareness to actual purchase
What is the innovation adoption model?
The stages a consumer passes through in adopting a new product or service
What is the information processing model?
This model assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver
What are the implications of the traditional hierarchy models?
- They delineate the series of steps potential purchases must be taken through to move them from unawareness to readiness to purchase a product
- Potential buyers may be at different sets of communication problems
- They are useful as intermediate measures of communications effectiveness
What is the difference between the standard learning model and the dissonance/attribution model?
SLM: learn –> feel –> do
DAM: do –> feel –> learn
The fact that marketers and advertising people have different backgrounds and interests that are different from target markets makes it difficult to establish what?
Common ground
An ad for a hotel contains an 1 800 number that people can use for more info. One way to determine the effectiveness of the ad is by tracking the number of calls made. This is called?
Feedback
What is the low-involvement hierarchy?
The receiver is viewed as passing from cognition to behaviour to attitude change
(In a low involvement situation, the consumer does not compare the message with previously acquired beliefs, needs, or past experiences)
What is source derogation?
A category of cognitive response where there are negative thoughts about the spokesperson or organization making the claims
What is ELM?
The elaboration likelihood model (ELM) of persuasion was devised to explain the process by which persuasive communications (such as ads) lead to persuasion by influencing attitudes.
According to this model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of relevant information that occurs in response to a persuasive message
What is the central route to persuasion?
The receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high
What is the peripheral route to persuasion?
The receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing
What is ad execution-related thoughts?
A type of thought or cogni- tive response a message recipient has concerning factors related to the execution of the ad such as creativity, usual
effects, colour, and style
