L13 & 14 Marketing Communications Flashcards
what is communication
the process of conveying a message to others
what are the 6 elements communicate requires
- source
- message
- channel of communication
- receiver
- processes of encoding and 6. decoding
what is denotation and connotation
- denotation = literal meaning, what it says
- connotation = underlying meaning, feeling, suggestion
what are semiotics
the study of signs (words, pictures, gestures, symbols etc and the ways in which they acquire meaning, emphasis is not on the sign but the way it is interpreted
what are the major models for communication
- lasswells model
- AIDA model
- Heirachy of Effects
- Persuasion Model
- Uses and Gratifications Theory
What is Lasswells model
- communicator (who)
- message (says what)
- medium (in which channel)
- audience (to whom)
- effect (with what effect)
What is the AIDA model
- awareness
- interest
- desire
- action
what is the hierarchy of effects model
-awareness (recognise brand)
- interest (learn about product)
- evaluation (appraise attributes)
- trial (purchase and use)
- adoption (repeated purchase)
what is the persuasion model
- exposure (audience presented with a message through a channel)
- attention (attention is grabbed by creativity, repetition)
- comprehension (audiences comprehend the value or point of the message)
- acceptance (audiences believe the message)
- retention (audiences remember the message, and identify the message with the company and its products
- action (audiences change their behaviour in the desired direction PURCHASE)
what is the uses and gratification theory
- consumers actively pursue that which suits their needs and desires
- consumers choose what media they want to use, how they want to use it and why they want to use it the way they do. They do so based on the gratification they receive from it
what are promotional elements used for
- inform prospective buyers about the benefits of the product
- persuade them to try it
- remind them later about the benefits they enjoyed by using the product
what is advertising
- the placement of announcements and messages in time or space by a source who seeks to inform/persuade members of a particular target market or audience regarding their products.
what are the 3 types of product advertisements
- pioneering- explains product
- competitive- promotes brands special features
- reminder- reinforces previous knowledge
what are the 6 steps in developing the advertising program
- identify the target audience
- specify the advertising objectives
- set the budget
- select the promotional tools
- design the promotion
- schedule the promotion
what are some things to consider when developing an advertisement
- message content and creativity; informational and persuasive elements, original and appropriate
- ## message appeals; fear, sex, humour, celebrity, guilt