Chapter 6 The Communications Process and Consumer Behaviour

Question 1

Define Semiotics.

Answer 1

Study of signs and the analysis of meaning-producing event.s

Question 2

Define Sign.

Answer 2

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.

Question 3

Define Meanings.

Answer 3

Thoughts and feelings evoked within a person when presented with a sign in a particular context; internal responses people hold for external stimuli.

Question 4

Define Denotative.

Answer 4

Exact or direct meaning (e.g. home = where we live).

Question 5

Define Connotative.

Answer 5

Implied or interpretative meaning (cozy home)

Question 6

What is the difference between structural and contextual.

Answer 6

sign-to-sign relationship. ??????????

Question 7

Difference between simile and metaphor.

Answer 7

Simile - Love is like a rose

Metaphor - love is a rose

Question 8

Define Allegory.

Answer 8

Conveys meaning in a story-under-story, where something other than what is literally represented is also occurring (an extended metaphor).

Question 9

Define Personalisation.

Answer 9

Geico gecko, who exemplifies a smart-thinking spokesperson touring how much money you could be saving with Geico.

Question 10

What is meaning determined by?

Answer 10

• 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

Question 11

What do people get out of socialisation?

Answer 11

People learn cultural values, form beliefs, and become familiar with the physical cues representing these values and beliefs.

Question 12

COLOUR

Answer 12

LECTURE SLIDE/ NOTES

Question 13

Define communication.

Answer 13

Process of establishing a commonness between a message sender (advertiser) and a receiver (consumer).

Question 14

Describe the Communication Process.

Answer 14

1. Source - encoding
2. Communication objective
3. Message
4. Message channel
5. Target audience - decoding
6. Communication Outcome
7. Feedback
8. Noise

Question 15

Define a source.

Answer 15

A Communicator in some marcom capacity: advertiser, salesperson, blogger, etc.

Question 16

Define Encoding.

Answer 16

Process of translating through into symbolic form

Question 17

Define a message.

Answer 17

Symbolic expression of what the communicator intends to accomplish: ads, sales presentations, package designs, etc.

Question 18

Define message channel.

Answer 18

Path through which the message moves from source: receiver, tv radio, newspaper, salesperson, etc.

Question 19

Define Target Audience (receiver).

Answer 19

Prospective and present customers of an organisation’s product or service.

Question 20

Define Decoding.

Answer 20

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

Question 21

Define Communication Outcome.

Answer 21

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.

Question 22

Define feedback.

Answer 22

Allows the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).

Question 23

Define Noise.

Answer 23

The distractions surrounding a message that moves through a channel.

May occur at any stage

Question 24

What are some examples of Noise.

Answer 24

poor internet connection, crowded magazine page, personal sales convo being interrupted.

Question 25

Define Consumer Processing Model (CPM).

Answer 25

Information and choice are a rational, cognitive, systematic and reasoned process.

Question 26

Define Hedonic, Experiential, Model (HEM).

Answer 26

Consumers’ processing of marcom messages and behaviour are driven by emotions in pursuit of fun, fantasies, and feeling.

Question 27

CPM HEM (look at model)

Answer 27

MODEL SLIDES OR NOTES

Question 28

List the Consumer Processing Steps.

Answer 28

1. Being exposed to info
2. Paying attention
3. Comprehending attended info
4. Agreeing with comprehended info
5. Retaining accepted info in memory
6. Retrieving info from memory
7. Deciding from alternatives
8. Acting on the basis of the decision.

Question 29

What are the reasons for miscomprehension?

Answer 29

1. Misleading or unclear messages
2. Biased preconceptions
3. Time pressures and noise

Question 30

List the elements of memory.

Answer 30

1. Sensory Receptors
2. Sensory Stores (SS)
3. Short-term Memory (STM)
4. Long-term memory (LTM)
5. The marketer’s job is to provide positively valued information that consumers will store in LTM.

Question 31

Define learned info.

Answer 31

Impacts consumer choice behaviour when it is searched and retrieved.

Question 32

Define Retrieval of stored info.

Answer 32

Facilitated when new info is linked with another well-known concept that is easily accessed.

Question 33

Define Dual-coding Theory.

Answer 33

• Pictures are represented in memory in both verbal and visual form.
• Words are less likely to have visual reps.

Question 34

Define HEM perspective.

Answer 34

The CPM and HEM models are not mutually exclusive - consumers can be both rational and self-involved in their decision-making processes.

Question 35

Define HEM communications.

Answer 35

• 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.

Question 36

What are the benefits of having no relation to consumer (mismatch)?

Answer 36

Higher awareness of the ad.