Effectiveness of marketing communications to change attitudes is an example of
Persuasion
Building credibility
Sleeper Effect
Hype
Consumers are now proactive in communications processes: Twitter, Internet, iPhone, Facebook
Consumers are active goal-directed and draw on mass media to satisfy needs
Same words by different people can have very different meanings. This is
source bias
source effects
buzz
Over time disliked sources can still get a message across effectively. Sometimes sources become irritating or disliked.
sleeper effect
persuasion
credibility
What is building credibility?
Sources perceived expertise, objectivity, or trustworthiness
Effectiveness of marketing communications to change attitudes
Source has required knowledge but source's willingness to convey it is compromised
____ is authentic message generated by customers
Buzz
____ is inauthentic message generated by corporate propoganda
hype
knowledge bias is when a source's knowledge about a topic is not accurate
source has required knowledge but source's willingness to convey is compromised is an example of
consumer beliefs
knowledge bias
reporting bias
______ is perceived social value of source
source attractiveness
halo effect
physically attractive
visual image
people who rank high on one dimension are assumed to excel at other dimensions is an example of
what are some examples of non-human endorsers
social status
mascots/animals
avatar: cyberspace character that can be moved around in a virtual world
cartoon characters
big emotional impact
visual images
verbal message
high-involvement situations
Powerful description/graphics command attention and are strongly embedded in memory is called
comparative advertising
conventional ads
vividness
when an advertisement compares two but recognizable brands on specific attributes, this is called
rational appeals
emotional appeals
many companies use an emotional strategy when consumers find no differences among brands
sexual appeals don't vary by country. Strong sexual imagery don't make consumers likely to buy a product
different cultures have different sense of humor. humorous ads get attention, they are a source of distraction and increase message acceptance
emphasize negative consequences that can occur unless a consumer changes behaviour attitude, it is common in social marketing.
fear appeals
sex appeal
humorous appeal
assumes that once consumers receive message they begin to process it is called?
ELM elaboration likelihood model
fear apeal
