Chapter 5

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IMC chapter 5
Lydia Schmidt
Flashcards by Lydia Schmidt, updated more than 1 year ago
Lydia Schmidt
Created by Lydia Schmidt over 7 years ago
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What is Communication? - passing of information - exchange of ideas - the process of establishing a commonness or oneness of thought between sender and receiver -
On what factor does communication depend on? - nature of the message - audience interpretation - environment in which the message is received - receivers perception of source and medium
Name and describe the communication components and its persuaded steps during Promotional planning! 1. Reveiver - Comprehension 2. Channel - Presentation 3. Message - Yielding 4. Source - Attention
Define "source". What is the source influenced by? Source: - Sender of communication is the person/organisation that has information to share with another, can be individual or non-personal entity -> the receiver perception of the source influences how the message is received, interpreted and responded to
What are the two important dimensions to source credibility? 1. expertise 2. trustworthiness
which are important factor to choose a celebrity for your campaign? Which risks are related thereto? - match with audience - match with product - Price - Image - Familiarity - Likeability - trust - risk -> risk of overexposure, overshadowing the product
What are the components of source attractiveness? 1. Similarity - Resemblance between the source of a message and its recipient 2. Familiarity - Knowledge of a source due to repeated or prolonging exposure 3. Likeability - Affection for the source resulting from physical appearance, behaviour or personal traits
On which factors does source power depend on? 1. perceived control - source must be perceived as being able to administrate positive and negative sanctions to the receiver 2. perceived concern - the receiver must think the source cares wether or not the receiver conforms 3. perceived scrutiny - the receiver's estimate of the source's ability to observe conformity is also important
What forms of encoding exist? 1. Verbal 2. Graphic 3. Musical 4. Animation
Which three basic components does every marketing message have from a semiotic perspective? - Object: the focus lies on the product the message is about - sign or symbol: sensory imagery that represents the intended meaning of the object - Interpretant: meaning derived
What kinds of message arguments do you know? 1. One-sides message: mention only positive attributes and benefits 2. Two-sided message: present both, good and bad points 3. Refutational message: presenting both sides of an issue, before refuting the opposite viewpoint
Which two communication channels are differentiated? Personal channels: - personal sales - word-of mouth Non-Personal channel: - print media - broadcast media
Name the different levels of audience advertising - mass media personal sales - individual customer - direct response - respective groups
What is feedback? - feedback refers to the receivers set of reactions after being exposed to an advertising message
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