Chapter 6 Flashcards

0
Q

Encoding

A

Is the process of translating thought into symbolic form.

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1
Q

Source

A

Is a communicator in some Marcom capacity – an advertiser, salesperson, blogger, etc. – who has thoughts to share with an individual customer/prospect of an entire target audience

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2
Q

Message

A

Is it symbolic expression of what the communicator intends to accomplish

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3
Q

Message channel

A

Is the path through which the message moves from source to receiver

Example: television radio newspapers T-shirts signs and advertisements

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4
Q

Receiver

A

Is the person or group of people with whom the source attempts to share ideas

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5
Q

Decoding

A

Involves activities undertaken by receivers to interpret or derive meaning from marketing messages

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6
Q

Feedback

A

Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objectives

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7
Q

Noise

A

The Stimuli that interfere with or interrupt reception of the message and it’s pure an original form

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8
Q

Semiotics

A

Is the study of signs and the analysis of meaning – producing events

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9
Q

Sign

A

Is something physical and perceivable that signifies something to somebody in some context

Example: the $

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10
Q

Meaning

A

The thoughts and feelings that are invoked within a person when presented with a sign a particular context

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11
Q

Symbol

A

It is formed when an object becomes a symbol of something else when the object and referent have no prior interesting relationship but rather are arbitrarily or metaphorically related

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12
Q

Simile

A

Uses a comparative term such as like or as to join itself from different classes of experience

Example: love is like a rose

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13
Q

Metaphor

A

Applies a word or a phrase to a concept or object that it does not literally denote in order to suggest a comparison and to make the abstract more concrete

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14
Q

Allegory

A

Represents a form of extended metaphor

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15
Q

Exposure

A

Consumers come in contact with the marketers message

Example: they see a magazine ad, car radio commercial, notice and Internet banner, text message, etc.

16
Q

Attention

A

Means to focus cognitive resources on and think about a message to which one has been exposed

17
Q

Comprehend

A

To understand and create meaning out of stimuli and symbols

18
Q

Perceptual including

A

Is the perceptual process of interpreting stimuli

19
Q

Feature analysis

A

Is the initial stage in perceptual encoding in which the receiver examines the basic feature of a stimuli such as shape color and angles and from this makes preliminary classifications

Example: distinguishing a motorcycle from a bicycle

20
Q

Active synthesis

A

Is the second stage and perceptual including me and goes beyond merely examining physical features

21
Q

Concretizing

A

Is the process of providing more concrete information for consumers to process as it is easier for them to remember and retrieve tangible rather than abstract information

22
Q

Imagery

A

Is a representation of sensory experiences in short-term, for working, memory – including visual, auditory, and other sensory experiences.

23
Q

Dual coding theory

A

Pictures are represented in memory in verbal as well as visual form, whereas words are less likely to have visual representation

24
Affect referral
The individual simply calls from memory his or her attitude, or effect, toward relevant alternatives and pics of that alternative for which the effect is most positive.
25
Compensatory heuristic
In this situation, for a given alternative, the strength of one attribute offsets the weakness of another attribute. Thus trade-off among attitudes are being made
26
Noncompensatory heuristics
One attribute does not compensate for another one. Rather, a series of simple decision rules are used.
27
Conjunctive model
The consumer establishes minimum cut off on all attributes considered
28
Disjunctive model
For an alternative to be considered it only has to meet or exceed the minimum cut off on just one of the attributes
29
Lexicographic model
Attributes are first ranked