Topic 5: Communication & Brand Engagement * Flashcards
Communication
The passage of information, exchange of ideas or process of establishing shared meaning between sender and receiver.
Source
The originator -person, group, brand or organisation -of the message.
Encoding
The process if putting thoughts, ideas or information into a symbolic form.
Message
A communication containing information or meaning that a source wants to convey to a receiver.
Semiotics
The study of the nature of meaning.
Chanel
The method or medium by which communication travels from a source or sender to a receiver.
Word-Of-Mouth Communication
Social channels of communication such as friends, neighbours, associates, co-workers, or family members.
Mass Media
Non-personal channels of communication that allow a message to be sent to many individuals at one time.
Receiver
The person or persons with whom the sender of a message shares thoughts or information.
Decoding
The process by which a message recipient transforms and interprets a message.
Field of Experience
The experience, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.
Noise
Extraneous factors that create unplanned distortion or interference in the communication process.
AIDA Model
A model that depicts the successive stages a buyer passes through in the personal selling process, including attention, interest, desire, and action.
Hierarchy of Effects Model
A model of the process by which advertising works that assumes a consumer must pass through sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption.
Innovation Adaption Model
A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. the series of steps include awareness, interest, evaluation, trial and adoption.
Information Processing Model
A model of advertising effects that views the receiver of a message as an information processor and problem solver. The receiver passes through a response hierarchy that includes presentation, attention, comprehension, yielding, retention, and behaviour.
Standard Learning Model
Progression by consumers through a learn-feel-do hierarchy response.
Dissonance/Attribution Model
do-feel-learn
A type of response hierarchy in which consumers first behave, then develop attitudes or feeling as a result of that behaviour, and then learn or process information that supports the attitude and behaviour.
Selective Learning
The process whereby consumers seek information that supports the choice made and avoids information that would raise doubts about the decision.
Low-Involvement Hierarchy
A response hierarchy whereby a message recipient is viewed as passing from cognition to behaviour to attitude change.
Nudge
A way to influence behaviour by using positive reinforcement and indirect messaging.
Brand Touchpoints
The occasions on which a person comes into contact with a brand in the course of their everyday activities.
Cognitive Responses
Thoughts that occur to a message recipient while hearing, viewing, or hearing a communication.
Source Derogation
Negative thoughts generated by the source of a communication.
Source Bolsters
favourable cognitive thoughts generated towards the source of a message.
Elaboration Likelihood Model (ELM)
A model that identifies two processes by which communications can lead to persuasion -central and peripheral routes.
- Central Route To Persuasion: one of the two routes to persuasion recognised by the ELM . The central route to persuasion views a message recipient as very active and involved in the communications process and as having the ability and motivation to attend to and process a message.
- Peripheral Route To Persuasion: in the ELM, one of two routes to persuasion which the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaging in detailed cognitive processing.
- Dual Route To Persuasion: two paths to persuasion, typically conceived as being high-thinking/ high-involvement / high-elaboration path and a second path, which is based on peripheral cues or heuristic or low elaboration.
Brand Identity
The sum of all points of encounter or contact that consumers have with the brand, extending beyond their experience or outcome of using it.
Brand Audit
Commonly used as a starting point in planning activity. It helps us determine what a brand means to its different stakeholders -such as its customers, employees, the governmental retailers.
Branding
The core identity, ‘personality’ and intangible associations in the advertiser’s or consumer’s mind of a particular product.
Brand Equity
The intangible asset of added value or goodwill that results from the favourable image, impressions of differentiation or the strength of consumer attachment of a company name, brand name or trademark.
Brand Utility
The overall utility that the consumer associates with the use and consumption of the brand, including associations expressing both functional and symbolic utilities.
Emotional Bonding
A technique that evaluates how consumers feel about brands and the nature of any emotional rapport they have with a brand compared to the ideal emotional state they associate with the product category.
Behavioural Bonding
The process through which consumers develop attachments and loyalties to brands.
Transactional Data
Data gained through consumer transactions with the brand or other commercial organisations.
Relational Data
Data that describes relationships between consumers and brand information.
