Chapter 5 Belch & Belch

Question 1

Communication

Answer 1

The passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver

Question 2

Source/sender

Answer 2

the person or organization that has information to share with another person or group of people

Question 3

Encoding

Answer 3

the source selects words, symbols, pictures and the like to represent the message that will be delivered to the receiver(s). it involves putting thoughts, ideas or information into a symbolic form

Question 4

Channel message

Answer 4

contains the information or meaning the source hopes to convey. the message may be verbal or nonverbal, oral or written, or symbolic.

Question 5

Buzz marketing

Answer 5

(personal channel) one of the new names for what used to be known simply as word of mouth communication while terms such as consumer generated marketing and viral marketing are also used to describe the process

Question 6

Difference buzz marketing and worth-of-mouth communication

Answer 6

Buzz marketing includes systematic and organized efforts to encourage people to speak favorably about a company, brand, organization or issue and often to recommend it to others in their social network

Question 7

Viral marketing

Answer 7

the act of propagating marketing-relevant messages through the help and cooperation of individual consumers

Question 8

Three major factors that affect the success of viral marketing program

Answer 8

1. message characteristics
2. individual sender or receiver characteristics
3. social network characteristics (seeding)

Question 9

Seeding

Answer 9

involves identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of message

Question 10

Receiver

Answer 10

the person(s) with whom the sender shares thoughts or information

Question 11

Decoding

Answer 11

the process of transforming the sender’s message back into thought. influenced by the receiver’s frame of reference or field of experience

Question 12

Noise

Answer 12

any extraneous factors in the system that can interfere with the process and work against effective communication. noice may also occur because the fields of experience of the sender and receiver don’t overlap

Question 13

Response/feedback

Answer 13

the receiver’s set of reactions after seeing, hearing or reading the message

Question 14

Levels of audience aggregation

Answer 14

1. individual and group audiences
2. niche markets
3. market segments
4. mass markets and audiences

Question 15

Level 1 audience aggregation

Answer 15

Individual and group audiences: often requires person-to-person communication (f2f) and is generally accomplished through personal selling. The detailed message is carried by a salesperson

Question 16

Level 2 audience aggregation

Answer 16

Niche markets: can usually be reached through personal-selling efforts or highly targeted media such as direct mail

Question 17

Level 3 audience aggregation

Answer 17

Market segments: broader classes of buyers who have similar needs and can be reached with similar messages. As market segments get larger, marketers usually turn to broader-based media such as news-papers, magazines and TV to reach them

Question 18

Level 4 audience aggregation

Answer 18

Mass markets and audiences: through mass communication such as advertising or publicity

Question 19

Hierarchy models of communication

Answer 19

1. AIDA model
2. Hierarchy of effects model
3. Innovation adoption model
4. Information processing model

Question 20

AIDA model

Answer 20

Developed to represent the stages a salesperson must take a customer through in the personal selling process (attention-interest-desire-action)

Question 21

Hierarchy of effects model

Answer 21

A basic premise of this model is that advertising effects occur over a period of time. this model is also the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through (awareness-knowledge-liking-preference-conviction-purchase)

Question 22

Innovation adoption model

Answer 22

Evolved from work on the diffusion of innovations. Especially important to companies who are using IMC tools to introduce new products (awareness-interest-evaluation-trial-adoption)

Question 23

Information processing model

Answer 23

assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver (presentation-attention-comprehension-retention-behavior)

Question 24

Retention

Answer 24

the receiver’s ability to retain that portion of the comprehended information that he or she accepts as valid or relevant. this stage is important since most promotional campaigns are designed not to motivate consumers to take immediate action but rather to provide information they will use later when making a purchase decision

Question 25

Implications of the hierarchy models

Answer 25

1. they delineate the series of steps potential purchasers must be taken through to move them from unawareness of a product or service to readiness to purchase it
2. potential buyers may be at different stages in the hierarchy so the advertiser will face different sets of communication problems
3. the hierarchy models can also be useful as intermediate measures of communication effectiveness. the marketer needs to know there audience members are in the response hierarchy

Question 26

Alternative response hierarchies

Answer 26

1. standard learning model
2. dissonance/attribution model
3. low involvement hierarchy

Question 27

Standard learning model

Answer 27

• Learn - feel - do
• the consumer is viewed as an active participant in the communication process who gathers information through active learning
• the consumer is highly involved in the purchase process and there is much differentiation among competing brands

Question 28

Dissonance/attribution model

Answer 28

• do - feel - learn
• consumers must choose between two alternatives that are similar in quality bu are complex and may have hidden or unknown attributes
• reducing any postpurchase dissonance the consumer may experience resulting from doubt over the purchase
• dissonance reduction involves selective learning

Question 29

Selective learning

Answer 29

The consumer seeks information that supports the choice made and avoids information that would raise doubts about the decision

Question 30

Low involvement hierarchy

Answer 30

• learn - do - feel
• the consumer engages in passive learning and random information catching rather than active information seeking

Question 31

Findings ARF

Answer 31

1. consumers are always ‘on’ (constantly considering potential purchases, both active and passive shopping mode)
2. not a linear process (consumers go through a much more iterative and less reductive process and can enter a purchase path at various points

Question 32

Consumer decision journey

Answer 32

views the consumer decision-making process as a winding journey with multiple feedback loops rather than a linear, single uniform path purchase based on active shopping and influenced by marketer dominated and controlled touch points such as media advertising

Question 33

Cognitive responses

Answer 33

the thoughts that occur to them while reading, viewing and/or hearing a communication

Question 34

Three basic categories of cognitive responses

Answer 34

1. product/message thoughts (counter/support arguments)
2. source-oriented thoughts (derogations=negative and bolsters=positive)
3. ad execution thoughts (A->ad represents the receivers’ feeling of favorability or unfavorability toward the ad)