Chapter 6 Flashcards
What is the persuasion matrix?
It helps marketers see how each controllable elements interacts with the consumer’s response process (has 2 variables: independent and dependent)
What does the term “source” mean?
The person involved in communicating a marketing message, either directly or indirectly
What is credibility?
The extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information (2 important dimensions: expertise and trustworthiness)
What is internalization?
Occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate
Why do some companies use corporate leader’s as spokespeople?
Many companies believe the use of their president or CEO is the ultimate expression of the company’s commitment to quality and customer service
What are the negatives of using a leader as a spokesperson?
- Businesspeople should get in front of the camera only if they exude credibility and provoking a warm feeling in viewers
- CEO spokespeople
who become very popular may get more attention than their company’s product/service or advertising message
What is the sleeper effect?
When the persuasiveness of a message increases with the passage of time
What is stopping power?
Used in reference to celebrities in ads; they draw attention to advertising messages in a very cluttered media environment
What is source power?
A source has power when he or she can actually administer rewards and punishments to the receiver
What is compliance?
When a receiver perceives a source as having power
What is a primacy effect?
Whereby information presented first is most effective
What is a recency effect?
Whereby the last arguments presented are most persuasive
What is refutational appeal?
When the communicator presents both sides of an issue and then refutes the opposing viewpoint
What is comparative advertising?
The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes
What is the fear appeal?
Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat
What is a qualitative media effect?
The influence the medium has on a message
What is clutter?
The amount of advertising in a medium
What is a one-sided message?
Communications in which only positive
attributes or benefits of a product or service are presented
What is a two-sided message?
A message in which both good and bad points about a product or claim are presented
What is DAGMAR?
A model for advertising goal setting
Defining Advertising Goals for Measured Advertising Results
Which of the following statements best describes the relationship between marketing and communications objectives?
Communication objectives are derived from marketing objectives
Under the DAGMAR approach, the communication task is based on the model ACCA which stands for?
Awareness Comprehension Conviction Action
Utilizing the DAGMAR approach, which of the following is not a stage of commercial communication?
Sales
What are criticisms of DAGMAR?
- Problems with the response hierarchy (consumers don’t always go through the purchase steps)
- Sales objectives (not the only measure)
- Practicality and costs (Difficult to implement)
- Inhibition of creativity
