Chapter 5 Flashcards
1
Q
what is communication?
A
passing of info, exchange of ideas
2
Q
what is the communication process?
A
source, encoding, channel message, decoding, receiver
3
Q
what is influencer mktg?
A
uses social media to leverage the influence of individuals
4
Q
level of audience aggregation
A
mass market and audience, market segment, niche market, individual and group audiences
5
Q
Innovation adoption model:
A
awareness, interest, evaluation, trial and adoption
6
Q
hierarchy of effects:
A
from no awareness to eventual action
7
Q
consumer decision journey framework:
A
- consider,
- evaluate
- buy
- enjoy-advocate-bond
8
Q
elaboration likelihood model (elm)
A
ways in which consumers process and respond to persuasive messages
