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Description
Flashcards by Lydia Schmidt, updated more than 1 year ago
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Created by Lydia Schmidt
almost 8 years ago
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| Question | Answer |
| 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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