Chapter 9

Question 1

Basic communication model

Answer 1

Sender encodes message channel (medium)  receiver (consumer) decodes

Question 2

Who or what are formal communication sources and informal sources?

Answer 2

A formal sources a marketer or organisation, an informal source is a parent, friend or other consumer, social media, Internet

Question 3

Define source credibility

Answer 3

the perceived honesty and objectivity of the sponsor of the communication

Question 4

list and explain the types of reference groups

Answer 4

normative reference groups influence broadly defined values or behaviour

comparative reference groups serve as a benchmark for specific or narrowly defined attitudes or behaviour

Membership reference groups a group to which a person either belongs who would qualify for membership in

A symbolic group is a group in which an individual is not likely to receive membership despite acting like a member

Question 5

Define an opinion leader and opinion receiver

Answer 5

an opinion leader is a person who informally influences the action of others who may be opinion seekers or receivers. the opinion receiver is the party that receives advice

Question 6

Define word of mouth communication

Answer 6

informal communications that are two a process in which the level of credibility is high

Question 7

E-WOM-3 dimensions underlying engagement

Answer 7

1, tie strength-the degree of intimacy and frequency of contact between the information seeker and the source

2. demographics and lifestyles
3. source credibility-the information seekers perceptions of the sources expertise in the area of advice sought

Question 8

Define a brand community

Answer 8

a platform for interaction where admirers of a particular item form communities with people with similar interests

Question 9

Define consumer message boards and blogs

Answer 9

post and receive information quickly and free

can express and see opinions products and services

Question 10

What is a buzz agent or brand ambassador?

Answer 10

Buzz agents bring products to social gatherings and persuade consumers to buy products
Buzz agents don’t receive direct payments from companies that receive samples
Buzz agents must serve as opinion leaders and ego booster to the product

Question 11

Explain the concept of viral marketing

Answer 11

the encouragement of individuals to pass on other messages to other people to create exponential growth in the messages exposure and influence (done for fun, boredom, tell others what to do)

Question 12

What are some examples of negative rumours?

Answer 12

1. Product produced under unsanitary conditions
2. culturally unacceptable ingredient
3. cancer causing ingredient
4. foreign owned firm

Question 13

What are factors that influence source credibility?

Answer 13

1. reputation
2. quality of products
3. retailer
4. medium

Question 14

give examples of credible sources

Answer 14

non-profit, using celebrities

Question 15

When is an endorser effective?

Answer 15

1. message ease of comprehension
2. endorser and the product types congruent
3. endorser’s demographic
4. endorser’s words realistic

Question 16

What is vendor credibility?

Answer 16

The reputation of the retailer, consumer’s experience with the vendor has a major impact on the credibility of a message

Question 17

What is medium credibility?

Answer 17

dailymail

Question 18

What is the effect of time on source credibility (sleeper effect)?

Answer 18

The sleeper effect is caused due to the disassociation of the message of the source overtime. therefore, the message or advertisement must be repeated to remain persuasive.