Topic 5: Communication & Brand Engagement *

Question 1

Communication

Answer 1

The passage of information, exchange of ideas or process of establishing shared meaning between sender and receiver.

Question 2

Source

Answer 2

The originator -person, group, brand or organisation -of the message.

Question 3

Encoding

Answer 3

The process if putting thoughts, ideas or information into a symbolic form.

Question 4

Message

Answer 4

A communication containing information or meaning that a source wants to convey to a receiver.

Question 5

Semiotics

Answer 5

The study of the nature of meaning.

Question 6

Chanel

Answer 6

The method or medium by which communication travels from a source or sender to a receiver.

Question 7

Word-Of-Mouth Communication

Answer 7

Social channels of communication such as friends, neighbours, associates, co-workers, or family members.

Question 8

Mass Media

Answer 8

Non-personal channels of communication that allow a message to be sent to many individuals at one time.

Question 9

Receiver

Answer 9

The person or persons with whom the sender of a message shares thoughts or information.

Question 10

Decoding

Answer 10

The process by which a message recipient transforms and interprets a message.

Question 11

Field of Experience

Answer 11

The experience, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.

Question 12

Noise

Answer 12

Extraneous factors that create unplanned distortion or interference in the communication process.

Question 13

AIDA Model

Answer 13

A model that depicts the successive stages a buyer passes through in the personal selling process, including attention, interest, desire, and action.

Question 14

Hierarchy of Effects Model

Answer 14

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.

Question 15

Innovation Adaption Model

Answer 15

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.

Question 16

Information Processing Model

Answer 16

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.

Question 17

Standard Learning Model

Answer 17

Progression by consumers through a learn-feel-do hierarchy response.

Question 18

Dissonance/Attribution Model

Answer 18

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.

Question 19

Selective Learning

Answer 19

The process whereby consumers seek information that supports the choice made and avoids information that would raise doubts about the decision.

Question 20

Low-Involvement Hierarchy

Answer 20

A response hierarchy whereby a message recipient is viewed as passing from cognition to behaviour to attitude change.

Question 21

Nudge

Answer 21

A way to influence behaviour by using positive reinforcement and indirect messaging.

Question 22

Brand Touchpoints

Answer 22

The occasions on which a person comes into contact with a brand in the course of their everyday activities.

Question 23

Cognitive Responses

Answer 23

Thoughts that occur to a message recipient while hearing, viewing, or hearing a communication.

Question 24

Source Derogation

Answer 24

Negative thoughts generated by the source of a communication.

Question 25

Source Bolsters

Answer 25

favourable cognitive thoughts generated towards the source of a message.

Question 26

Elaboration Likelihood Model (ELM)

Answer 26

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.

Question 27

Brand Identity

Answer 27

The sum of all points of encounter or contact that consumers have with the brand, extending beyond their experience or outcome of using it.

Question 28

Brand Audit

Answer 28

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.

Question 29

Branding

Answer 29

The core identity, ‘personality’ and intangible associations in the advertiser’s or consumer’s mind of a particular product.

Question 30

Brand Equity

Answer 30

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.

Question 31

Brand Utility

Answer 31

The overall utility that the consumer associates with the use and consumption of the brand, including associations expressing both functional and symbolic utilities.

Question 32

Emotional Bonding

Answer 32

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.

Question 33

Behavioural Bonding

Answer 33

The process through which consumers develop attachments and loyalties to brands.

Question 34

Transactional Data

Answer 34

Data gained through consumer transactions with the brand or other commercial organisations.

Question 35

Relational Data

Answer 35

Data that describes relationships between consumers and brand information.