Marketing communications strategy and mediums Flashcards
(13 cards)
What is the Linear Model of Communication?
The Linear Model of Communication is a basic model developed by Wilbur Schramm in 1955 that emphasizes the transmission of information, ideas, attitudes, or emotions from one person or group to another primarily through symbols.
What are the key processes in the Linear Model of Communication?
‘Encoding’ is the process of selecting appropriate words, pictures, symbols, and music to represent a message. ‘Decoding’ is the transformation and interpretation of a message into thought.
What is ‘feedback/response’ in communication?
The set of reactions to a message that allows for evaluation of its success.
What is ‘noise’ in the context of communication?
‘Noise’ refers to the omission and distortion of information that prevents the receiver from receiving the message.
What is the Two-Step Model of Communications?
The Two-Step Model, or influencer model, reflects the flow of information through various media channels to particular types of people, acknowledging that communication is not just linear and involves influencers.
Who are opinion leaders and opinion formers?
Opinion leaders belong to the same peer group as those they influence and are knowledgeable about a category. Opinion formers influence due to their profession, authority, or status, but are not part of the same peer group.
What is the significance of influencers in marketing?
Influencers are targeted in marketing strategies due to their ability to sway others’ opinions, with their perceived authenticity being crucial for their success.
What is ‘stealth’ or ‘buzz’ marketing?
‘Stealth’ or ‘buzz’ marketing involves promoting products without consumers being aware, often through techniques like product placement or employing actors.
What is the Interaction Model of Communications?
The Interaction Model proposes that communication involves interactions among all parties, emphasizing the importance of interactivity and dialogue.
What is guerrilla marketing?
Guerrilla marketing is an unconventional promotion system that relies on creativity and engagement rather than a large budget, often involving interactive campaigns.
What are the four primary tasks of marketing communications according to the DRIP model?
The four tasks are: Differentiate, Reinforce, Inform, and Persuade.
What does the AIDA model stand for?
The AIDA model stands for Awareness, Interest, Desire, and Action, illustrating the stages a consumer goes through before making a purchase.
What is the Hierarchy of Effects model?
The Hierarchy of Effects model includes stages: Awareness, Knowledge, Liking, Preference, Conviction, and Purchase, describing the process of consumer decision-making.
