The communication process - chap. 5

Communication

The passing of information and exchange of ideas.

Successful communication factors

Nature of message, audience's interpretation, environment, receiver's perception of source, medium used to transmit message.

Encoding

Putting thoughts, ideas, or information into symbolic form.

Channel

The method which communication travels between sender and receiver.

Word-of-mouth (WOM)

Informal communication amongst consumers.

Buzz Marketing

Generating positive word-of-mouth discussion, often paid.

Influencer Marketing

Using social media influencers to promote products or services.

Decoding

Transforming the sender’s message into thought.

AIDA model

Stages a buyer goes through in personal selling process: Attention, Interest, Desire, Action.

Cognitive stage (traditional hierarchy)

What the receiver knows or perceives about the product or brand.

Affective stage (traditional hierarchy)

The receiver's feelings or affect level for the brand.

Behavioral stage (traditional hierarchy)

The consumer's action toward the brand.

Elaboration likelihood model (ELM)

A model that explains how consumers process and respond to persuasive messages.

Central route to persuasion

Occurs when the ability and motivation to process a message are high.

Peripheral route to persuasion

Occurs when the ability and motivation to process a message are low.

Cognitive processing of communications

Refers to the way individuals think about and interpret information presented to them.

Source derogations

Negative thoughts about the spokesperson or organization making the claims.

Attitude toward the ad

The receiver's feelings of favorability or unfavorability toward the advertisement.

Criticisms of Hierarchy of Effects models

oversimplification of the consumer decision-making process by evaluating advertising effects through cognition (know or understand), affect (emotions), and experience (actual interaction w product) dimensions.

Consumer decision journey stages

Consider, evaluate, buy, enjoy-advocate-bond.

Seeding

Identifying and choosing the initial group of consumers who will start the spread.

Feedback

The receiver's response communicated back to the sender.

Non personal or mass media

A method that lacks direct, interpersonal contact between sender and receiver.

Cognitive response approach

Focuses on thoughts that occur while reading, viewing, or hearing a communication.

Counter Arguments

Thoughts that differ from the message trying to be conveyed.

Support arguments

Thoughts that affirm the information or claims the message hopes to convey.

Hierarchy of effects model

Stages consumers progress through from awareness to eventual action.

High Involvement

Ad contain strong arguments that are difficult to reject

Low Involvement

Peripheral cues more important than detailed message arguments