Week TWO: The Communication Process Flashcards

1
Q

What is meaning?

A
  • The perception (mental) and affective (emotional) reactions evoked when presented with words, symbols or other signs
  • Meaning is internal, subjective and can differ from person to person
  • Over time a brand can become its own symbol for meaning
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2
Q

How are symbols used to transfer meaning and what are some examples of figurative language that can assist this?

A
  • Used to establish a relationship between a brand and referent (idea)
  • Often symbolic relationship is established using figurative or non-literal language

Use of Figurative Language

  • Simile: compare
  • Metaphor: transfer (relatively simple) associations or make comparisons without using literal descriptions
  • Allegory: extended metaphor to create a narrative -> can use characters, figures and events, often uses personification
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3
Q

What are the eight steps in the Consumer Processing Model?

A

-> focuses on changing knowledge and beliefs using facts and logic (functional needs)

Stage 1&2: Exposure and - Selective Attention

  • Consumers are exposed to the marketer’s message
  • Overcome clutter with specifically targeted messages -> catch attention

Stage 3: Comprehension

  • Interpret the message
  • Depends on context
  • Individual needs, mood
  • Where the message is seen
  • Time and energy to process

Stage 4: Agreement

  • Does the consumer agree/accept the message?
  • Depends on:
  • Information compatible with consumer’s existing values
  • Message being credible

Stage 5&6: Retention & Retrieval

  • Transfer information from short term to long term memory
  • Repeat claims to strengthen associations/learning
  • > ‘Truth effect’
  • > Stronger associations are more easily retrieved

Stage 7: Decision Making

  • Affect referral - how do I feel about this product/brand
  • Compensatory heuristic - which brand ‘wins’ on the things I care about

Stage 8: Action
- Prior preferences don’t always win
- Situational factors can influence what products are purchased
Must coordinate with all the marketing mix variables

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4
Q

Outline the hedonic experiential model

A
  • views consumers’ processing of messages and behaviour as driven by emotions in pursuit of fun and feeling (experiential/symbolic needs)
  • want to emphasise non-verbal content or emotionally provocative words to connect consumers to brand
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