Lecture 9 Flashcards
(11 cards)
What is the Basic Communication Model?
A process where a source sends a message through a medium to a receiver, with possible feedback and interference (noise).
Example:
A KFC TV ad (source) shares a message (new deal), but if you’re distracted by your phone (noise), you might miss it.
What Makes a Source Effective?
A source is credible, attractive, or expert enough to influence the consumer’s perception of the message.
Example:
Rihanna in a Fenty ad = high attractiveness + cultural credibility
What is the Difference Between Formal and Informal Sources?
Formal, Impersonal: Company ads (TV, radio, social media sponsored posts)
Formal, Interpersonal: Sales calls, personalized emails
Informal, Interpersonal: Friends/family recommendations (strongest influence!)
Informal, Impersonal: Reviews/blogs/Reddit threads (no personal connection, but not commercial)
What is Word of Mouth (WOM) and eWOM?
WOM = consumer-to-consumer sharing of opinions.
eWOM = this same sharing happens online (reviews, comments, influencer posts).
Example:
A tweet about bad service at a restaurant goes viral and hurts sales = negative eWOM
A viral TikTok praising a local brand = buzz marketing
What is Psychological Noise?
Distractions, biases, or clutter that prevent a consumer from receiving or understanding the message.
Examples
Too many back-to-back ads → consumer tunes out.
A flashy ad in a magazine with too much going on = mental overload.
How Can Marketers Overcome Psychological Noise?
Tactics include:
Repetition
Contrast (make your ad stand out)
Customization (personalized emails)
Effective positioning
Clear, simple
messages
Example:
Amazon’s “Hello [Your Name]” subject lines = customization
Dove’s minimal, real-image ads = contrast
What is the Role of Media Channels?
Mass Media: Broad, impersonal (TV, radio, newspapers)
Nontraditional/New Media: Online, mobile, digital screens, influencer content
Narrowcast Media: Ads targeted to a specific group or location (e.g., IG ads)
What are the Two Routes to Persuasion in the ELM?
ELM = Elaboration Likelihood Model
Central Route:
High involvement
Logical arguments, detailed info
For thoughtful consumers
Peripheral Route:
Low involvement
Focus on visuals, celebs, humor
For distracted or casual viewers
Example:
Central: Car ads in auto magazines
Peripheral: A beauty influencer doing a funny GRWM ad for face cream
What is Message Framing?
Positive Framing: Shows benefits (“Get glowing skin in 3 days!”)
Negative Framing: Shows loss if not used (“Don’t let your skin age early!”)
What are Some Common Advertising Appeals?
Comparative – one brand vs another
Fear – danger or risk (used in health/safety)
Humor – attracts attention
Sex – grabs attention (can distract from product)
Timely/Celebrity-Based – real-time events or celebs
