communication Flashcards
What is the most important aspect of communication according to Peter Drucker?
To hear what isn’t being said.
What role does understanding consumers play in marketing?
Enables markets to develop persuasive messages.
What are the objectives of marketing communication? List them.
- Raise awareness of the product
- Provide information about the product
- Induce positive attitude towards the product
- Persuade consumers to buy the product
- Convince consumers that the product will solve problems
What is impersonal communication?
One-way information transmission process.
What are the limitations of impersonal communication?
- Limited feedback from receivers
- Difficult to know if receivers understand the message
- Mostly unable to control timing of message being read/received
What is interpersonal communication?
Two-way information transmission process.
What are the advantages of interpersonal communication?
- Able to obtain immediate feedback
- Builds stronger, more personal relationships
What is interactive communication?
Customizable one-way information transmission process.
What are the limitations of interactive communication?
Requires audience to participate for effectiveness.
What are the components of the communication model?
- The sender
- The message
- The receiver
- The medium
What distinguishes informal sources in communication?
Receiver usually knows the sender personally.
What distinguishes formal sources in communication?
Receiver does not know sender personally.
What is a normative reference group?
Groups that influence broadly defined values and behaviour.
What is a comparative reference group?
Groups serving as benchmarks for specific attitudes or behaviour.
What are the two types of message framing?
- Positive framing
- Negative framing
What is advertising resonance?
A play on words or graphics containing witty double meaning.
What are some persuasive advertising appeals?
- Celebrity
- Comparative
- Fear
- Humour
- Sexual
- Timeliness
- Audience Participation
What is the purpose of fear appeals in advertising?
Scares the audience by describing a serious threat to them.
How does humour appeal work in advertising?
Amusing and enhances liking, attracts attention, and evokes positive emotions.
Fill in the blank: The key advantage of interpersonal communication is the ability to obtain _______.
immediate feedback.
True or False: Interactive communication allows for direct feedback from the audience.
True.
What is the main goal of persuasive advertising appeals?
To enhance attention, liking, and/or persuasiveness.
What is the primary function of advertising?
Attracts attention and evokes positive emotions
True or False: Advertising enhances source credibility.
False
Which type of products is advertising usually more appropriate for?
Low-involvement products
What is sexual appeal in advertising?
Advertisements that are sensuous and provocative
What does timeliness appeal in advertising refer to?
Advertisements that make references to current issues, situations, or crises
What is audience participation appeal in advertising?
Advertisements that can be customized to the receiver and/or allow receivers to participate in the creation of the advertisement
What are the two broad categories of traditional media?
- Print (newspapers, magazines, billboards)
- Broadcast (radio, television)
What are the two broad categories of non-traditional media?
- Online and mobile media
- Interactive TV
Who are the receivers of formal marketing communications?
Usually a targeted prospect or customer
What is the Elaboration Likelihood Model (ELM)?
It explains how a persuasive message works in changing the attitude of the reader or viewer
What are the two routes of persuasion in the ELM?
- Central route
- Peripheral route
What characterizes the central route of persuasion?
Focus is on the content of the message
What characterizes the peripheral route of persuasion?
Focus is on the presentation of the message
What type of information is used in the central route?
Straightforward, factual information
What type of information is used in the peripheral route?
Surface features and secondary inducements like message visual/audio attractiveness
How does the level of elaboration differ between the central and peripheral routes?
- Central route: High elaboration
- Peripheral route: Low elaboration
What type of attitude is formed through the central route?
More enduring and less subject to counterarguments
What type of attitude is formed through the peripheral route?
Less enduring and subject to change through future persuasive messages
What are the steps to help establish a target segment?
- Identify a target segment
- Establish the identity of the sender and type of communication
- Design the message
- Select the right channel
What is an example of a potential customer group?
- Elderly
- Busy working professionals
- Parents of latchkey kids
What are the characteristics of busy working professionals as a target segment?
- Work long hours
- Have sufficient spending power
- Highly exposed to media channels
- Strong preference for healthy food
What type of communication should a sender use?
- Impersonal
- Interpersonal
What is an example of formal source, impersonal communication?
Advertising on flyers, billboards, and websites with suitable celebrities
What is an example of informal source, interpersonal communication?
Word-of-mouth from existing satisfied customers
What are the measures of advertising effectiveness?
- Exposure
- Persuasion
- Sales
What does the exposure measure indicate?
How many people were exposed to the message
How is persuasion measured?
Using physiological measures, attitudinal measures, recall, and recognition measures
What does the sales measure assess?
Did the ad increase the sales?
What is the conclusion regarding communication in advertising?
Communication is the transmission of a message from a sender to a receiver through a medium of transmission
What are the components of the concept diagram in advertising?
- Sender
- Message
- Channel
- Receiver
What is advertising effectiveness?
The measure of how well advertising achieves its intended goals
Advertising effectiveness can be assessed through various metrics, including sales increases, brand awareness, and consumer engagement.
What are the three types of communication?
- Impersonal
- Interpersonal
- Interactive
These types categorize how messages are conveyed between individuals and groups in marketing contexts.
What does ‘encodes’ refer to in communication?
The process of transforming thoughts into communicable messages
Encoding involves selecting words, symbols, or images to effectively convey information.
What does ‘decodes’ refer to in communication?
The process of interpreting and understanding the message received
Decoding is influenced by the receiver’s experiences, knowledge, and context.
True or False: Advertising only has a single type of effectiveness measure.
False
Advertising effectiveness can be measured in various ways, including quantitative metrics and qualitative assessments.
Fill in the blank: The importance of advertising is highlighted in its ability to _______.
[drive consumer behavior]
Effective advertising can significantly influence consumer decisions and market trends.
What are some key references for understanding consumer behavior and advertising?
- Schiffman, L. & Kanuk, L. (Global Edition)
- Kotler, P. & Armstrong, G. (2012)
- Websites on advertising scope and importance
These sources provide foundational knowledge on consumer behavior and marketing principles.
What does ‘non-sensitive references’ imply in the context of advertising?
References that do not invoke emotional or personal responses in communication
Non-sensitive references are often used to maintain a neutral tone in advertising.
