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Lecture 4: The Communications Process
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1What is the communications process?
- ASource> Encoding> Channel/Message > Decoding > Receiver > Noise > Feedback
- BSource> Encoding> Channel/Message > Decoding > Feedback> Receiver > Noise
- CSource> Decoding> Channel/Message > Encoding > Feedback> Receiver > Noise
- DSource> Encoding> Channel/Message > Decoding > Noise > Feedback > Receiver
2How do we encode?
- AVerbal, Graphic, Musical and Animation Symbols
- BSpoken/Written Word, Pictures/Drawings, Arrangement/Instrumentation, Action/Motion
- CInternalisation, Identification, Compliance
- DVocabulary, Grammar, Inflection, Gestures, Body Language
3How is the VisCAP model of presenter characteristics aligned with Communication objectives?
- ARelates to Source Attributes and Receiver Processing Modes
- BRelates to Source Attributes and Feedback Modes
- CRelates to Receiver Processing Modes and Feedback Modes
- DRelates to Source Attributes and Message/Channel
4Factors to Consider when using Celebrities
- AOvershadowing the product
- BOverexposure
- CAudience receptivity
- DRisk to the advertiser
- ERisk to the target market
- FOverattention
- GInteralisation
- HIdentification
5When to use a Presenter:
- AWhen one or more communication effects need to be amplified
- BWhen the target audience is known to suffer “information overload” when making a brand choice
- CWhen a brand needs to leverage a channel such as display ads, paid search, or sponsorships
- DWhen consumers become the media talking
- EWhen scanned acts provide additional content or take scanner to website/take out print
6VisCAP means:
Vis[blank_start]ibility[blank_end] , C[blank_start]redibility[blank_end] , A[blank_start]ttraction[blank_end] , P[blank_start]ower[blank_end]- Aredibility
- Bttraction
- Cower
- Dibility
7Motivations for social sharing of videos:
[blank_start]Opinion Seeking[blank_end] : I want to see what my friends think
[blank_start]Shared passion[blank_end] : It lets me connect with my fiends about a shared interest
[blank_start]Conversation Starting[blank_end] : I want to start an online conversation
[blank_start]Social Utility[blank_end] : This could be useful to my friends
[blank_start]Self-Expression[blank_end] : It says something about me
[blank_start]Social in Real Life[blank_end] : This will help me socialise with my friends offline
[blank_start]Social Good[blank_end] : it is for a good cause and I want to help
[blank_start]Zeitgeist[blank_end] : it is about a current trend or event
[blank_start]Kudos: Authority[blank_end] : I want to demonstrate my knowledge
[blank_start]Kudos: Coll Hunting[blank_end] : I want to be the first to tell my friends- AOpinion Seeking
- BShared passion
- CConversation Starting
- DSocial Utility
- ESelf-Expression
- FSocial in Real Life
- GSocial Good
- HZeitgeist
- IKudos: Authority
- JKudos: Coll Hunting
8What are the Traditional Hierarchy Models of Response Processes?
- AAIDA (Attention, Interest , Desire, Action)
- BHierarchy of effects model (Awareness, Knowledge, Liking, Preference, Conviction, Purchase)
- CInnovation adoption model (Awareness, Interest, Evaluation, Trial, Adoption)
- DInformation Processing Model (Presentation, Attention, Comprehension, Yielding, Retention, Behaviour)
- EBCAC (Interest, Desire, Intention, Yielding, Behaviour)
- FAttention Retention Model (Comprehension, Retention, Intention, Action)
9What is true?
- AEach of the traditional hierarchy models represent what the receiver knows or perceives about the particular product or brand
- BEach of the traditional hierarchy models represent the receiver's feelings or affect level for the particular brand or product
- CEach of the traditional hierarchy models represent what the consumer's action is towards the brand
- DAll of the above
10The Foote, Cone and Belding Grid is an alternative response model that separates involvement into thinking and feeling and high and low to show the way consumers approach the purchase process
- ATrue
- BFalse
11Methods of obtaining feed back for consumer exposure include:
- ACirculation Reach, Viewer/listener audience size, Web page views
- BListener, reader, viewer recognition
- CBrand attitudes, , purchase intent
- DRecall, checklists
- EInventory, point of purchase consumer panel, scanner data
12What ad options are based on the FCB grid?
- ARational versus emotional appeals
- BEvaluation of a think-type product
on the basis of feelings - CIncreasing involvement levels
- DIncreasing exposure levels
- EIncreasing attention
13The elaboration likelihood model focuses on the differences in the ways consumers process and respond to persuasive messages and include central route and peripheral route ways to form attitudes.
- ATrue
- BFalse
141. [blank_start]Advertising Input[blank_end]
2. [blank_start]Filters[blank_end]
3. [blank_start]Consumer[blank_end]
4. [blank_start]Consumer Behaviour[blank_end]- AAdvertising Input
- BFilters
- CConsumer
- DConsumer Behaviour
15The persuasion matrix helps marketers see how each controllable element interacts with the consumer’s response process
- ATrue
- BFalse
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- User has deleted their subject information Quiz on Lecture 4: The Communications Process, created by Deleted user on 15/10/2017.
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- Deleted user
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- Created on 15 Oct 2017 · updated on 15 Oct 2017
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