Marketing 420 Ch. 5 The communication process – Flashcards
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Different types of encoding
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Verbal, graphic, musical, animation
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Channel
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Communication between sender and receiver
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Personal channels
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Personal selling, word of mouth
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Nonpersonal channels
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Print media, broadcast media
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Buzz marketing
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Generating positive word-of-mouth discussion
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Noise
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Unplanned distortion in the communication process
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Viral marketing
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Propagating marketing-relevant messages with the help of individual consumers
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Seeding
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Identifying and choosing the initial group of consumers who will be used to start spreading the message
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Cognitive responses
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Thoughts that occur to individuals while reading, viewing, and/or hearing a communication
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Counterarguments
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Thoughts the recipient has that are opposes to the position taken in the message
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Support arguments
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Thoughts that affirm the claims made in the message
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Source derogations
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Negative thoughts about the spokesperson or organization making the claims
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Source bolsters
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Positive thoughts about the spokesperson or organization making the claims
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Ad execution-related thoughts
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Affect attitudes toward the advertisement as well as the brand
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Attitude toward the ad
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Represents the receivers feelings of favorability or unfavorability toward the ad
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Elaboration Likelihood Model
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Focuses on the differences in the ways consumers process and respond to persuasive messages
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(ELM) Central route
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Ability and motivation to process a message is high and close attention is paid to message content
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(ELM) Peripheral route
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Ability and motivation to process a message is low, receiver focuses more on peripheral cues than on message content
