Final Exam Flashcards
Carefully coordinated messages interact with one another for a more powerful effect
Integrative Marketing Communications
According to your textbook, until recently, marketing were ran by single shot approach
True
Campaigns
o Can be oriented ideologically
o Can be product oriented
o Can be person oriented
Yale 5 Stage Developmental Model
o Identification o Legitimacy o Participation o Penetration o Distribution
This model assumes potential customers must pass through specific stages ending with ultimate purpose?
Hierarchy of Effects
Things are on the top of your mind so your more likely to think or act on this topic (positioning model)
Top of mind awareness
What a persuader uses when turned down on a request for a significant commitment and then settles for an initial small commitment or engages in rejection-then-retreat
Door in the face model
Diffusion of innovation
o How you get your information about something or some product
o Describes how things are adopted
o How new ideas or products
How shared meanings begin, develop, continue, and finally motivate us to action
Symbolic convergence theory by Bormann
Describe people in quantifiable terms of their shared attributes
Demographics
The study of personality, values, opinions, attitudes, interests, and lifestyle
Cycographics
Patterns of organizations
o Do not confuse the chronological for the spatial
o Deal with time (chronological)
o Deal with position (spatial)
Motivated sequence
o Get attention o Establish need o A way to satisfy the need o Visualize achieving the action o Take the action
Thing “a” causing thing “b”, what type of organization is this?
Causal organization
Protection acquisition prevention and relief
Rank’s desire stimulating model
Ways to foster credibility
o Trust
o Expertise
o Dynamism
Getting the target to respond positively to several parts of the target appeal, withholding the key request until last
Yes-yes model
Persuasive tactic of answering a question with a question is useful why?
Puts the ball back in the court of the questioner
According to Tony Schwartz, we are most often persuaded by evoked recall as opposed to transportation
True
Mashall Mcluen
o The medium is the message
o Have to adapt message to media you are using
High fidelity media
Very little effort on your part
Low fidelity media
More effort on your part
Most useful when the message you want to convey covers several topics or issues
Topical pattern of organization
Gender positions
Virginia Slims Commercial
