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
