Chapter 6 Flashcards
Encoding
Is the process of translating thought into symbolic form.
Source
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
Message
Is it symbolic expression of what the communicator intends to accomplish
Message channel
Is the path through which the message moves from source to receiver
Example: television radio newspapers T-shirts signs and advertisements
Receiver
Is the person or group of people with whom the source attempts to share ideas
Decoding
Involves activities undertaken by receivers to interpret or derive meaning from marketing messages
Feedback
Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objectives
Noise
The Stimuli that interfere with or interrupt reception of the message and it’s pure an original form
Semiotics
Is the study of signs and the analysis of meaning – producing events
Sign
Is something physical and perceivable that signifies something to somebody in some context
Example: the $
Meaning
The thoughts and feelings that are invoked within a person when presented with a sign a particular context
Symbol
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
Simile
Uses a comparative term such as like or as to join itself from different classes of experience
Example: love is like a rose
Metaphor
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
Allegory
Represents a form of extended metaphor
Exposure
Consumers come in contact with the marketers message
Example: they see a magazine ad, car radio commercial, notice and Internet banner, text message, etc.
Attention
Means to focus cognitive resources on and think about a message to which one has been exposed
Comprehend
To understand and create meaning out of stimuli and symbols
Perceptual including
Is the perceptual process of interpreting stimuli
Feature analysis
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
Active synthesis
Is the second stage and perceptual including me and goes beyond merely examining physical features
Concretizing
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
Imagery
Is a representation of sensory experiences in short-term, for working, memory – including visual, auditory, and other sensory experiences.
Dual coding theory
Pictures are represented in memory in verbal as well as visual form, whereas words are less likely to have visual representation
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.
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
Noncompensatory heuristics
One attribute does not compensate for another one. Rather, a series of simple decision rules are used.
Conjunctive model
The consumer establishes minimum cut off on all attributes considered
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
Lexicographic model
Attributes are first ranked
