Chapter 5 Flashcards
communication
passing of information; establish common thought between sender and receiver
channel
facilitates communication between sender and receiver
mass media/non-personal
lacks contact between sender and receiver
personal channel
direct communication between people. WOM or buzz marketing
buzz marketing
generating positive WOM discussion
personal channel examples
personal selling
word of mouth
nonpersonal channel examples
print media
broadcast media
viral marketing
propagating marketing-relevant messages with the help of individual consumers
seeding
identifying and choosing the initial group of consumers who will be used to start spreading the message
receiver
person with whom the sender shares thoughts or information
decoding
transforming the sender’s message into thought
field of experience
experiences, perceptions, attitudes, values a person brings to the communication situation
noise
unplanned distoration in the communication process
response
receiver’s set of reactions after seeing, hearing, or reading the message
feedback
receiver’s response that is communicated back to the sender
levels of audience aggregation
mass markets
market segments
niche markets
individual/group audience
cognitive stage
represents what the receiver knows or perceives about the particular product or brand
affective stage
receiver’s feelings or affect level for the particular brand
behavioral stage
refers to the consumer’s action toward the brand
cognitive responses
thoughts that occur to individuals while reading, viewing, and/or hearing a communication
counterarguments
thoughts the recipient has that are opposed to the position taken in the message
*relate negatively to message acceptance
support arguments
thoughts that affirm the claims made in the message
relate positively to message acceptance
source derogations
negative thoughts about a spokesperson or organization making the claims- lower message acceptance
source bolsters
positive thoughts about the spokesperson or organization making the claims
ad execution related thoughts
affect attitudes toward the advertisement as well as the brand
attitude toward the ad
represents the receivers feelings of favorability or unfavorability toward the ad
elaboration likelihood model
focus on differences in ways consumers process and respond to persuasive messages
elaboration likelihood is a function of
motivation
ability
ELM routes to attitude change
central and peripheral route
central route
ability and motivation to process a message is high and close attention is paid to message content
peripheral route
ability and motivation to process a message is low, reciever focuses more on peripheral cues than message content
implications of the ELM
customers level of involvemet has important implications for marketing communications (high and low)
