Chapter 8 Attitude change and Marketing Communications

Question 1

Traditional Communication Model

Answer 1

source - message - medium –> consumer (5 consumers)

• one way process
• the first component is the source. Such as an organization where the communication originates
• the message -> many ways to say something, structure it to transfer meaning
• submit a message via a medium -> which could be a video, social
• one or more consumers then interpret the message
• finally the source then receives feedback from the consumers

Question 2

mass communications

Answer 2

• one to multiple consumers
• problems include:
• message is seen as perishable
• no effective two way communications
• not narrowcasting (ex. personalized)
• ex. radio

Question 3

direct one to one communications

Answer 3

• personal selling
• personalized and tailored to the specific needs
• ex. a phone call, email

Question 4

Interactive communication

Answer 4

• multiple sender to multiple receiver
• two way communication active participation from the sender and receiver
• ex. social media/internet, real time
• ex. oreo dunk in the dark

Question 5

source effect

Answer 5

• same words by different people can have very different meanings
  –> source credibility
  –> source attractiveness

Question 6

source credibility

Answer 6

• how much we believe
• sources perceived expertise, trustworthiness
• native/local advertising
• considering misleading information
• knowledge bias: a sources knowledge about a topic is not accurate
• reporting bias: “hired gun” being paid to say they like something

Question 7

source attractiveness

Answer 7

• how much we like the source
• perceived social value of the source (halo effect)
• physical appearance
• personality
• social status
• similarity

Question 8

comparative advertising

Answer 8

• message compares two or more recognizable brands on specific attributes
• ex. Coca cola and pepsi advertisment

Question 9

integrated marketing communications

Answer 9

• (IMC): the careful coordination of all promotional messages for a product or service to ensure the consistency of messages at every contact point at which a company meets the consumer
• consistent message
• old spice “smell like a man” campaign
• coca colas “share a coke”

Question 10

Elaborative likelihood model (ELM) of persuasion

Answer 10

• ELM: assumes that once consumers receive a message, they begin to process it, people are persuaded by messages

–> central route to persuasion, cognitive, relevant
- cares and think deeply
ex. Buying a laptop, read the reviews, compare laptop

–> peripheral route to persuasion, affective, irrelevant
- not interested, wants to make a decision
- ex.You buy the laptop because the influencer promotes it