Chapter 5 Brand communication

Question 1

Adding interaction to Marketing

Answer 1

2-way communication. Sender becomes recepients, messages bounce back and forth. Word of mouth, social media buzz, viral marketing.

Question 2

Facets Model of effects

Answer 2

• Advertising creates 6 types of consumer responses:
  1. Awareness: the perception facet
  2. Feel: the Affective or emotional facet
  3. Think/understand: Cognitive facet
  4. Connect: Association facet
  5. Belive: Persuasion Facet
  6. Act/Do: The Behavior Facet

Question 3

Perception

Answer 3

The process where we receive info through 5 senses and assign meaning to it.

Question 4

Factors that drive persuasion

Answer 4

Loyalty ( brand loyalty)
Believability (refers to the credibility of the message)
credibility (Trustworthiness of the source)

Question 5

Recall vs Recognition

Answer 5

Recall (better) - remembering what ad said.
Recognition - Remember seeing the ad.

Question 6

Factors that drive behavioral response

Answer 6

1. Mental rehearsal - Advertising attempts to create virtual memories, we can imagine ourselves doing
2. Trial: Important for new or expensive products.
3. Buying: Advertising can stimulate sales by a call to action.