What is the communications process?
Source> Encoding> Channel/Message > Decoding > Receiver > Noise > Feedback
Source> Encoding> Channel/Message > Decoding > Feedback> Receiver > Noise
Source> Decoding> Channel/Message > Encoding > Feedback> Receiver > Noise
Source> Encoding> Channel/Message > Decoding > Noise > Feedback > Receiver
How do we encode?
Verbal, Graphic, Musical and Animation Symbols
Spoken/Written Word, Pictures/Drawings, Arrangement/Instrumentation, Action/Motion
Internalisation, Identification, Compliance
Vocabulary, Grammar, Inflection, Gestures, Body Language
How is the VisCAP model of presenter characteristics aligned with Communication objectives?
Relates to Source Attributes and Receiver Processing Modes
Relates to Source Attributes and Feedback Modes
Relates to Receiver Processing Modes and Feedback Modes
Relates to Source Attributes and Message/Channel
Factors to Consider when using Celebrities
Overshadowing the product
Overexposure
Audience receptivity
Risk to the advertiser
Risk to the target market
Overattention
Interalisation
Identification
When to use a Presenter:
When one or more communication effects need to be amplified
When the target audience is known to suffer “information overload” when making a brand choice
When a brand needs to leverage a channel such as display ads, paid search, or sponsorships
When consumers become the media talking
When scanned acts provide additional content or take scanner to website/take out print
VisCAP means: Vis , C , A , P
Motivations for social sharing of videos: ❌ : I want to see what my friends think ❌ : It lets me connect with my fiends about a shared interest ❌ : I want to start an online conversation ❌ : This could be useful to my friends ❌ : It says something about me ❌ : This will help me socialise with my friends offline ❌ : it is for a good cause and I want to help ❌ : it is about a current trend or event ❌ : I want to demonstrate my knowledge ❌ : I want to be the first to tell my friends
What are the Traditional Hierarchy Models of Response Processes?
AIDA (Attention, Interest , Desire, Action)
Hierarchy of effects model (Awareness, Knowledge, Liking, Preference, Conviction, Purchase)
Innovation adoption model (Awareness, Interest, Evaluation, Trial, Adoption)
Information Processing Model (Presentation, Attention, Comprehension, Yielding, Retention, Behaviour)
BCAC (Interest, Desire, Intention, Yielding, Behaviour)
Attention Retention Model (Comprehension, Retention, Intention, Action)
What is true?
Each of the traditional hierarchy models represent what the receiver knows or perceives about the particular product or brand
Each of the traditional hierarchy models represent the receiver's feelings or affect level for the particular brand or product
Each of the traditional hierarchy models represent what the consumer's action is towards the brand
All of the above
The 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
Methods of obtaining feed back for consumer exposure include:
Circulation Reach, Viewer/listener audience size, Web page views
Listener, reader, viewer recognition
Brand attitudes, , purchase intent
Recall, checklists
Inventory, point of purchase consumer panel, scanner data
What ad options are based on the FCB grid?
Rational versus emotional appeals
Evaluation of a think-type product on the basis of feelings
Increasing involvement levels
Increasing exposure levels
Increasing attention
The 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.
1. ❌ 2. ❌ 3. ❌ 4. ❌
The persuasion matrix helps marketers see how each controllable element interacts with the consumer’s response process
