Message strategies

Question 1

A model of the communication process

Answer 1

1. Source/sener –> 2. Encoding –> 3. Channel Message –> 4. Decoding –> 5. Receiver ——–> Response & feedback } NOISE

Question 2

Message strategies: Cognitive

Answer 2

1. Awareness
2. Knowledge

Question 3

Message strategies: Affective

Answer 3

1. Liking
2. Preference
3. COnviction

Question 4

Message strategies: Conative

Answer 4

1. Actual purchase

Question 5

Hierarchy models: AIDA

Answer 5

1. Awareness 2. Interest 3. Desire 4. Action

Question 6

Persuasion Matrix

Answer 6

1. Receiver/ comprehension
2. Channel/ presentation
3. Message/ yielding (what type of message will create favourable attitudes or feelings)
4. Source/ attention (

Question 7

Source factors

Answer 7

Source as a term is typically attributed
to the person involved in communicating the marketing message.

Credibility
Attractiveness: similarity (resemblance between the source and the receiver of the
message), familiarity (exposure) and likability (affection)

Question 8

Source power

Answer 8

(Clint Eastwood) A source has power when he or she can actually administer rewards and punishments to the receiver.

Question 9

Source attributes

Answer 9

• Internalization – a receiver
  adopts an opinion and believes
  information from the source.
• Identification – a receiver is
  motivated to seek some type of
  relationship with the source.
• Compliance – a receiver accepts
  the persuasive influence of the
  source.

Question 10

Source characteristics:

Answer 10

• Credibility (expertise, trustworthiness)
• Attractiveness (similarity, familiarity, likability)
• Power

Question 11

Advertising appeal

Answer 11

• Informational/ rational appeal
• Emotional appeal
• Fear