Communication/ Chapter 14 Flashcards
1
Q
what types of communication is there?
A
- intrapersonal communications (self image, esteem, and perception)
- group communication
- interpersonal communications- social roles, non-verbal communications, language and meaning
- mass communication- marketing communications, violence in the media
2
Q
why do we need to communicate?
A
- decision making
- co-operation
- survival
- power
- relationships
- social needs
3
Q
what is the simple model of communication?
A
where there is one sender/speaker and they send the message to multiple receivers/ the audience
4
Q
what is the Shannon-weaver model?
A
it believes that communication has 5 elements
- source
- encoder (sell something, provide info, convince someone, persuade, when you communicate, you have a particular purpose in mind)
- signal
- decoder ( recognising the meaning presented by the words, images, pictures)
- destination
5
Q
what is a strong theory of how advertising works?
A
- awareness
- interest
- desire (or communication)
- action
6
Q
what is a weak theory of how advertising works?
A
- awareness
- trial
- reinforcement
7
Q
how do you develop an advertising strategy?
A
- marketing strategy
- identify and understand target audience
- define advertising objectives
- set advertising budget
- message decisions/ media decisions
- execute campaign
- evaluate advertising effectiveness
8
Q
what are the two broad approaches to understanding consumers?
A
- quantitative
- qualitative
9
Q
what are advertising objectives?
A
- create awareness
- position products
- correct misconceptions
- remind and reinforce
- provide support for the sales force
10
Q
what considerations do you need to consider when select media to advertise?
A
- creative factors
- size of the advertising budget
- relative cost per opportunity to see
- competitive activity
- views of the retail trade
11
Q
what are the key characteristics of publicity?
A
- credibility of the message
- no direct media costs
- loss of control of publication timing and content
12
Q
what are ethical issues in advertising?
A
- misleading advertising
- advertisings influence on society’s values
- advertising to children
