Chapter 6 & 7 Flashcards
what is the persuasion matrix?
helps marketers see how each controllable element interacts with consumers’ response process
direct source:
delivers message and endorses product or service
indirect source:
draws attention to and enhances appearance of ad
expertise:
recipient sees source as having relevant knowledge
trustworthiness:
recipient trusts source to give unbiased, objective information
internalization:
adopting the opinion of a credible communicator and believing info from that source is accurate
credibility leads to
internalization
power leads to
compliance
attractiveness leads to
identification
what is a source power?
when a source can administer rewards and punishments to a receiver
what is the refutational appeal?
communicator presents both sides of issue then refutes opposing viewpoint
message appeals:
comparative, fear
value of objectives:
communications, planning and decision making, measurement and evaluation of results
IMC objectives
statements of what various aspects of IMC program will accomplish, based on the communications tasks
factors influencing sales
technology, competition, advertising and promotion, distribution, price, product quality, the economy
