Chapter 9

Question 1

Communication model

Answer 1

Sender (Source) - Encodes - Message - Channel (Medium) - Receiver - Feedback to sender

Question 2

8. Viral Marketing / Viral advertising

Answer 2

Uses social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives through encouraging individuals to pass along email messages or other content online

Question 3

Viral marketing may take the form of

Answer 3

video clips, e-books, text messages, emails, and advergames—video games containing ads for products, services, or companies

Question 4

Psychological Noise

Answer 4

Competing advertising messages or distracting thoughts that impact the reception of promotional messages

Question 5

Decoding

Answer 5

Senders encode their messages by using words, pictures, symbols, spokespersons, and persuasive appeals, and then the receivers decode them

Question 6

Differential decay

Answer 6

A cognitive phenomenon where the negative memory of a low-credibility source decays faster than the contents of the message received from the source.