Chapter 6 The Communications Process and Consumer Behaviour Flashcards
Define Semiotics.
Study of signs and the analysis of meaning-producing event.s
Define Sign.
Words, visualisations, tactile objects, anything else perceivable by the senses has a constructed meaning to the receiver interpreter that is both idiosyncratic and context dependent.
Define Meanings.
Thoughts and feelings evoked within a person when presented with a sign in a particular context; internal responses people hold for external stimuli.
Define Denotative.
Exact or direct meaning (e.g. home = where we live).
Define Connotative.
Implied or interpretative meaning (cozy home)
What is the difference between structural and contextual.
sign-to-sign relationship. ??????????
Difference between simile and metaphor.
Simile - Love is like a rose
Metaphor - love is a rose
Define Allegory.
Conveys meaning in a story-under-story, where something other than what is literally represented is also occurring (an extended metaphor).
Define Personalisation.
Geico gecko, who exemplifies a smart-thinking spokesperson touring how much money you could be saving with Geico.
What is meaning determined by?
- The message source’s choice of communication elements
- The receiver’s unique social-cultural background and mind-set at the time of exposure to a message
What do people get out of socialisation?
People learn cultural values, form beliefs, and become familiar with the physical cues representing these values and beliefs.
COLOUR
LECTURE SLIDE/ NOTES
Define communication.
Process of establishing a commonness between a message sender (advertiser) and a receiver (consumer).
Describe the Communication Process.
- Source - encoding
- Communication objective
- Message
- Message channel
- Target audience - decoding
- Communication Outcome
- Feedback
- Noise
Define a source.
A Communicator in some marcom capacity: advertiser, salesperson, blogger, etc.
Define Encoding.
Process of translating through into symbolic form
Define a message.
Symbolic expression of what the communicator intends to accomplish: ads, sales presentations, package designs, etc.
Define message channel.
Path through which the message moves from source: receiver, tv radio, newspaper, salesperson, etc.
Define Target Audience (receiver).
Prospective and present customers of an organisation’s product or service.
Define Decoding.
Involves activities undertaken by receivers to interpret - or derive meaning from - marketing messages.
Define Communication Outcome.
This outcome hopefully matches the communicator’s general objective and result in increased levels of brand awareness, more positive attitudes, or greater purchasing of the brand.
Define feedback.
Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).
Define Noise.
The distractions surrounding a message that moves through a channel.
May occur at any stage
What are some examples of Noise.
poor internet connection, crowded magazine page, personal sales convo being interrupted.
Define Consumer Processing Model (CPM).
Information and choice are a rational, cognitive, systematic and reasoned process.
Define Hedonic, Experiential, Model (HEM).
Consumers’ processing of marcom messages and behaviour are driven by emotions in pursuit of fun, fantasies, and feeling.
CPM HEM (look at model)
MODEL SLIDES OR NOTES
List the Consumer Processing Steps.
- Being exposed to info
- Paying attention
- Comprehending attended info
- Agreeing with comprehended info
- Retaining accepted info in memory
- Retrieving info from memory
- Deciding from alternatives
- Acting on the basis of the decision.
What are the reasons for miscomprehension?
- Misleading or unclear messages
- Biased preconceptions
- Time pressures and noise
List the elements of memory.
- Sensory Receptors
- Sensory Stores (SS)
- Short-term Memory (STM)
- Long-term memory (LTM)
- The marketer’s job is to provide positively valued information that consumers will store in LTM.
Define learned info.
Impacts consumer choice behaviour when it is searched and retrieved.
Define Retrieval of stored info.
Facilitated when new info is linked with another well-known concept that is easily accessed.
Define Dual-coding Theory.
- Pictures are represented in memory in both verbal and visual form.
- Words are less likely to have visual reps.
Define HEM perspective.
The CPM and HEM models are not mutually exclusive - consumers can be both rational and self-involved in their decision-making processes.
Define HEM communications.
- Generate images, fantasies, and positive emotions and feelings about brands that consumers interpret idiosyncratically
- Emphasise non-verbal content or emotionally provocative words to connect consumers to brands.
What are the benefits of having no relation to consumer (mismatch)?
Higher awareness of the ad.
