Lecture 3 Flashcards
(53 cards)
General Communications Objectives:
build category wants, create brand awareness, enhance brand attitudes, influence brand purchase intention, facilitate purchase
Communications:
transmission, receipt, processing of information b.w sender (advertiser) and receiver (consumer)
Consumer Behaviour:
the combined acts of individuals choosing and using goods/services, inc decision making processes that determine these acts - the study of how, what, when, why people buy
Encoding:
process of putting though into symbolic form (ex words, sentence structure, symbols, non-verbal cues)
Decoding:
process of transforming message symbols back into thought
Communication process elements:
source -≥ encoding -≥ message channel -≥ decoding -≥ receiver -≥ response back to feedback // surrounded by noise. Remember that sender’s field of experience could conflict with receiver’s field of experience
Source:
communicator in some marcom capacity ie advertiser/salesperson/blogger - who has thoughts (ideas, sales points, etc) to share with an individual customer/prospect or target audience
Message channel:
path through which message moves from source to receiver
Receiver:
person or group of people (target audience) with whom source attempts to share ideas
Feedback:
way of monitoring how accurately intended message is being received and whether it is accomplishing objective
Noise:
extraneous/distracting stimuli that interfere with or interrupt reception of a message as it moves through a channel
Semiotics:
study of signs/symbols - analyzing meaning producing events. In marketing - to gauge how consumers derive meaning/interpret messages instinctively through social/cultural backgrounds and mindset.
Signs:
something physical/perceivable that signifies something (the referent) to somebody (the interpreter) in some context. A thumbs up, for example.
Consumer Processing Model (McGuire’s 8 stages of info processing):
exposure to info -≥ selective attention -≥ comprehension -≥ agreement -≥ retention in memory -≥ retrieval -≥ consumer decision-making -≥ action
Stage 1 - Exposure to Information (McGuire):
“truth effect” = repeated exposure to a stimulus (TV ad, online ad, package, radio commercial etc) may generate a positive effect toward the product or brand through enhanced familiarity. Average person exposed to between 4000 to 10000 ads per day - however, number of ads people notice is closer to 100
Stage 2 - Selective Attention (McGuire):
stimulus intensity (sound, colour, smell), Novel stimuli (adaptation theory), past experience (rewards/reinforcement), needs (eg. hedonic ones), expectations (product interest), values (families, culture)
Stage 4 - agreement (McGuire):
comprehension by itself does not ensure that the message influences consumers’ behavior - depends on message credibility (depends a lot on trusted source) quality of arguments, whether info is compatible with values of customer
Stage 3 - comprehension (McGuire):
understanding and creating meaning out of stimuli/symbols, interpreting stimuli involves selective perception, factors influencing compression: expectations, context, needs, personality, attitudes, mood / average miscomprehension rates have been cited as high as 30%
Stage 5 & 6 - Retention/Retrieval (McGuire):
memory factors related to consumer choice - three memory storage theories– multiple store approach (sensory, short term, long term), Levels of processing (simple sensory to cognitive elaboration), spreading activation model (limited portions of memory storage available at one time ie multi-tasking doesn’t exist)
Stage 7 - consumer decision making (mcquire):
- Affect referral (low involvement), 2. Compensatory Heuristics (high involvement) 3. Non-compensatory heuristics (conjunctive model “and”, disjunctive model “or”, Lexicographic model “rank ordering” 4. Phased strategies (combo of heuristics)
Affect referral (consumer decision making):
ind calls from memory their attitude/affect towards relevant alternatives and picks alternative for which affect is most positive
Compensatory heuristic:
consider alternative and consider whether the strength of an attribute offsets weakness of another attribute
Non-compensatory heuristics:
one attribute does not compensate for another SO - conjunctive = set a cut off on attributes (all main attributes must meet certain quality criteria) OR disjunctive = must meet certain cut off in at least one criteria OR lexicographic = rank ordering, selecting based on best of the ordered.
