330 final exam

using BDI to determine market potential

% of total brand sales in utah / % of total US population in Utah multiplied by 100 ex; 2%/ 1% x 100= 20

cognitive response categories -product/message thoughts-

*counterarguments *support arguments

cognitive response categories -source-oriented thoughts

*source derogation *source bolstering

cognitive response categories -ad execution thoughts

*thoughts about the ad itself *affect attitude toward the ad

animation forms of encoding

-action/motion -pace/speed -shape/form

musical forms of encoding

-arrangement -instruments -voices

graphic sources of encoding

-pictures -drawings -charts

social based-appealing to personal states or feelings

-recognition -status -respect -involvement -embarassment -affiliation -rejection -acceptance -approval

verbal sources of encoding

-spoken word -written word -song lyric

Ad Execution Techniques

-straight sell or factual message -scientific/technical evidence -demonstration -comparison -testimonial -slice of life -animation -personality symbol -imagery -dramatization -humor -combinations

source attributes and receiver processing modes

1,Credibility>> Internalization 2 Attractiveness>.>Identification 3 Power>> Compliance

using CDI to determine market potential

CDI

Message Development

Content Structure Design

Nonpersonal channels of communication

Mass-media communication channels, such as television, newspapers, radio, direct mail, and the Internet. since the message they contain is directed to more then one person and is often sent to many individuals at one time.

source; power

Perceived concern, scrutiny, control can lead to compliance

Target Market Identification

Primary research and/or secondary sources help determine which specific groups to target.

successful communication

Select an appropriate source Develop a properly encoded message Select appropriate channel for target audience Receive feedback

viral marketing

act of propagating marketing relevant messages through the help and cooperation of individual consumers. facebook ,google plus, twitter,pinterest ,instagram, and youtube.

behavioral stage

action, purchase, adoption

attractiveness;likeability

affection for the source resulting from physical appearance,behavior, or personal traits

information/rational appeals -news

announcement about the product

noise

anything that interferes with, distorts, or slows down the transmission of information

seeding

aspect of viral marketing, which involves identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of a message.

cognitive stage

attention, awareness, knowledge, awareness, presentation, attention, comprehension

message; recall and order of presentation

beginning, middle and end -makes a dip -recall goes up

personal channels of communication

direct communication between two or more persons and can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media. salespeople serve ass personal channels of communication when they deliver...

information/rational appeals

feature, competitive, price, news, popularity

information/rational appeals -feature

focus on dominant product traits

index number

good indicator of the potential of a market

Word of mouth

influence that involves informal communication among consumers about products and services and is very powerful source of information

affective stage

interest, desire, liking, preference, conviction, interest,evaluation,yielding,retention

encoding

involves putting thoughts,ideas, or information into a symbolic form.the senders goal is to ____ the message in such a way that will be understood by the receiver.

decode

is the process of transforming the sender's message back into thought.

transformational ads; "it makes the product use experience"

it makes the product use experience; richer,more exciting,warmer,more enjoyable

attractiveness; familiarity

knowledge of the source through repeated or prolonged exposure

reasons why a receiver may think a source is credible

knowledgeable, skillful, experienced, ethical,trustworthy,believable,unbiased,honest

significant barrier

language

information/rational appeals -competitive

makes comparisons to other brands

information/rational appeals -price

makes price offer the dominant point

feedback

marketers are very interested in_____, that part of the receiver's response that is communicated back to the sender. closes the loop in communication flow

success depends on the

nature of the message, audience's interpretation, environment in which it is received

buzz marketing

new name for word of mouth.

source/sender

of a communication is a person or organization that has information to share with another person or group of people. -indiv. salesperson, such as a celebrity, who appears in company's advertisement

coomunication

passing of information or exchange of ideas -process of establishing a commonness of thought between a sender and a receiver

index equals what

percentage of users in a demographic segment/ percentage of population in the same segment ----all multi[lied by 100

communication channels

personal and nonpersonal channels

nonpersonal channels

print media, broadcast media

attractiveness; similarity

resemblance between the source and recipient

personal-appealing to personal states or feelings

safety,security, fear, love, affection, happiness, joy,nostalgia, sentiment, excitement, sorrow,grief

companies that utilize viral marketing must develop a _______ _____ which involves determining how many initial consumers for "seeds" are needed and selecting the right consumers to start the viral process.

seeding strategy

different worlds

sender experience, receiver experience far apart

moderate commonality

sender experience, receiver experience partially overlapping

high commonality

sender experience, receiver experience close together

source: attractiveness

similarity, familiarity, likeability

information/rational appeals -popularity

stresses the brands popularity

transformational ads"the ad creates"

the ad creates: feelings, meanings, images, and beliefs

message

the encoding process leads to development of this, that contains the information or meaning the source hopes to convey. verbal, nonverbal, oral or written, or symbolic.

channel

the method by which the communication travels from the source or sender to the receiver. at a broad level there are two levels; personal and nonpersonal.

response

the receiver's set of reactions after seeing, hearing, or reading the message is known as this

field of experience

this process is heavily influenced by the receiver's frame of reference , or _______ which refers to experience, perceptions, attitudes, and values he or she brings to the communication situation.

Forms of Encoding

verbal, graphic, musical, animation

receiver

whom the message is sent, whom decode, generally, these people are the consumers in the target market or audience who read,hear,and/or see the marketers message and decode it.

personal channels

word of mouth and personal selling