communication and persuasion

Question 1

general communications objectives

Answer 1

1. build category wants
2. create brand awareness
3. enhance brand attitudes
4. influence brand purchase intention
5. facilitate purchase

Question 2

communications process

Answer 2

communications : creating a shared understanding between a sender and receiver
Encoding : process of putting thought into symbolic form (eq. words, sentence structure, symbols, non-verbal cues)
Decoding : process of transforming message symbols back into thought

Question 3

elements in the communication process

Answer 3

1. source ( marketing communicator)
2. communication objective (awareness, image, influence behavior)
   3.message (advertisement, pop displays)
3. message channel (media)
4. receiver (target audience)
5. communication outcome (brand awareness, attitude change, brand associates, behavior, etc)
6. feedback

Question 4

semiotics

Answer 4

• the study of meaning and meaning-producing events
• meaning : a constructive process that is determined as much by the communicators as by the receivers of the message (internal responses when presented with a sign, stimulus, or object)

Question 5

sign and socialization meaning

Answer 5

sign : represents something to someone in a given context
socialization : process by which people learn cultural values, form beliefs, and become familiar with “physical cues” representing these values and beliefs

Question 6

forms of meaning

Answer 6

denotative : exact
connotative : implied

structural : only a sign to sign relationship (straightforward)
contextual : description of signs

Question 7

signal

Answer 7

the product is a cause or effect of something else

Question 8

symbolic relationship

Answer 8

simile : comparison using “like” or “as”
metaphor : direct, not using “like” or “as”
allegory : equates objects in a narrative with meanings lying outside narrative, ex, M&M

Question 9

consumer processing model (CPM)

Answer 9

behavior is seen as rational, highly cognitive, systematic, and reasoned

Question 10

hedonic, experiential model (HEM)

Answer 10

driven by emotions in pursuit of “fun, fantasies, and feelings” 3F

• CPM and HEM exist on a continuum

Question 11

McGuire’s 8 stages of information processing

Answer 11

1. exposure to information : consumers come in contact with the marketer’s message (enhanced through familiarity)
2. selective attention : involuntary, non-voluntary, voluntary, no-attention
3. comprehension : understanding and creating meaning out of stimuli and symbols
   factors: expectations, context, needs, personality, attitudes, mood
4. agreement :
5. retention in memory : memory factors
6. retrieval
7. consumer decision-making
8. action

Question 12

factors accounting for attention selectivity

Answer 12

• stimulus intensity (sound, color, smell)
• novel stimuli (adaptation theory) : things stand out from their usual environment
• past experience : rewards/reinforcement
• needs : basic and hedonic
• expectations : product interest
• values : families, culture

Question 13

agreement depends on

Answer 13

1.whether the message is credible and the quality of arguments
2. whether the information is compatible with the values that are important to the consumer

Question 14

attention

Answer 14

• involuntary : an individual reacts to
  a loud noise even when the source of the noise
  holds little, if any, personal relevance.
• non-voluntary : spontaneous
  attention, in which the Tesla ad might offer
  potential interest—but not prior or willful interest, as found in voluntary attention
• voluntary : hold a high level of involvement or relevance to their interests
• non-attention : product has little relevance to them

Question 15

comprehension

Answer 15

perceptual encoding : process of interpreting stimuli

• feature analysis (1st stage): receiver examines basic features of a stimulus
• active synthesis (2nd stage) : goes
  beyond merely examining physical features.
  The context or situation in which information is received plays a major
  role in determining
  what is perceived and
  interpreted

Question 16

miscomprehension

Answer 16

Miscomprehension of marcom messages
occurs primarily for three reasons:
(1) messages are
themselves sometimes misleading or unclear,
(2) consumers are biased by their own preconceptions and
thus “see” what they choose to see, and
(3) processing of
advertisements often takes place under time pressures
and noisy circumstances.

Question 17

elements of memory

Answer 17

Multiple store approach

• sensory stores (SS) : information is rapidly lost unless attention is allocated to the stimulus
• short-term memory (STM) : limited processing capacity, information not thought about or rehearsed will be lost in 30 seconds or less.
• LTM : a virtual storehouse of unlimited information. Information in LTM is organized into coherent and associated cognitive units, which are variously
  called schema, memory organization packets, or knowledge structures. The marketer’s job is to provide positively valued information that consumers will store in LTM

Question 18

learning

Answer 18

definition : changes in the content or organization of information in a consumer’s long term memory

learning types
1. strengthen present linkages
2. establish new linkages
3. generalize linkages
4. adjust competitor’s linkages
5. move closer to “ideal” linkage

low involvement learning
1) motivational drive
2) cue
3) behavior

Question 19

search and retrieval of information

Answer 19

• concretizing : providing concrete examples
• imagery : visualization of a concept or relationship
• dual-coding theory : Pictures and visuals
  (versus words) are better
  remembered because
  pictures are able to elicit
  mental images.

Question 20

consumer-decision making

Answer 20

1. affect referral (low involvement) : individual calls from memory his or
   her attitude, or affect,
   toward relevant alternatives and picks that
   alternative for which
   the affect is most
   positive.
2. compensatory heuristics (high involvement) :
   for a given alternative (e.g., college), the strength of one attribute (e.g., education) offsets (or
   compensates for) the
   weakness of another
   attribute (e.g., social
   life).
3. non-compensatory heuristics :
   - conjunctive : The consumer establishes minimum cutoffs (e.g., a “7” out of
   “10”) on all attributes
   considered.

• disjunctive : for a product to be
  considered, it only has
  to meet or exceed the
  minimum cutoffs on
  just one attribute.
• lexicographic : attributes are
  first ranked, then the
  alternative that is the
  best on the highest
  ranked attribute is
  selected.

4. phased strategies (combination of heuristics)

Question 21

attitude

Answer 21

A general
and somewhat enduring positive or negative
feeling toward, or
evaluative judgment of,
some person, object,
or issue.

Question 22

attitude components and hierarchy of effects

Answer 22

3 components of an attitude
1. cognitive (knowledge, thoughts, beliefs)
2. affective (feelings, evaluation)
3. conative (behavioral intentions)

hierarchy of effects models
1. learning (high involvement) hierarchy : cognition - affect - conation
2. low involvement : minimal cognition - conation - affect

Question 23

predicting behavior from attitudes : TACT, direct vs indirect

Answer 23

target, action, context, and time

Question 24

6 tools of persuasion influence

Answer 24

1. reciprocation : samples, gifts, sincerity
2. commitment and consistency
3. social proof
4. liking
5. authority
6. scarcity

Question 25

5 important persuasion factors

Answer 25

1. message strength : clear, logical, creative
2. peripheral cues : external factors
3. receiver involvement : personal relevance or interest
4. receiver initial position : attitude, belief
5. communication modality : deliver message