Theory Flashcards
(46 cards)
What are the six IMC elements?
- Advertising
- Public relations/publicity
- Sales promotion
- Direct/digital
- Sponsorship
- Personal selling
What are the typical media channels?
- TV
- Radio
- Outdoor
- Social media
- Online
What is advertising?
Space or time that is purchased by the advertiser from the media owner.
There is no editorial control - only accept or reject.
What is direct marketing?
Selective distribution and communication channels.
Uses many forms of media: internet, telephone, print (eg. junk mail).
What is sales promotion?
Creating additional value associated with the brand or product. Usually short term orientated.
Various forms: competitions, discounts, bonus packs, coupons etc.
What is public relations?
A firm’s efforts to create better relationships with stakeholders beyond the scope of sales.
What is sponsorship?
A firm’s financial support of a media, social, sporting or cultural activity in return for brand exposure.
What is the hierarchy of effects model?
Awareness Knowledge Liking Preference Conviction Purchase
What are the six steps in the consumer process?
high involvement
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Purchase
- Post purchase evaluation
What are the context and steps in the communication feedback model?
Context: sender’s field of experience, receivers field of experiences. Noise.
- Source/sender
- Encoding
- Channel message
- Decoding
- Receiver
- Feedback/Response
What are the forms of encoding?
- Verbal
- Graphical
- Musical
- Animation
What is the semiotic perspective?
Object -> Sign or symbol -> Interpretant -> Object
What are the sources of noise in the communication feedback model?
White noise - signal transmission
Clutter - competitive messages
Situational factors - distractions, inconsistencies
What are the four types of touch points?
- Customer initiated
- Company created
- Intrinsic
- Unexpected
Explain the Elaboration likelihood model of persuasion
Explains the way consumers respond to persuasion attempts based on the amount and nature of elaboration or processing of information.
- central route: ability and motivation is high, close attention to message content.
- peripheral route: ability and motivation is low, focus on peripheral cues instead of message content.
When is the central route of ELM model used?
Central route - high involvement purchase.
Consumer is paying high attention, motivated to interpret persuasion attempt.
Potential to be more skeptical of information. ie. may not just accept it at face value.
When is the peripheral route of ELM model used?
Peripheral route - low involvement purchase.
Low engagement and motivation.
Peripheral cues (may be unrelated to message) will influence more than actual message.
What are some methods of enhancing motivation?
- appeal to hedonic needs/emotions
- novel stimuli
- intense cues
- increase curiosity
What are the stages of the low involvement consumer decision process?
- awareness
- trial
- reinforcement
- nudging
What is the consistency triangle model showing?
Consistency between:
- say
- confirms
- do
- > create brand integrity
What are the steps of the AIDA model?
Awareness
Interest
Desire
Action
Identify four ethical complaints that are related to advertising
deceptive or untruthful - puffery
offensive or bad taste - nudity, sex appeal, shock advertising
targeting vulnerable groups - children (consumer socialisation process)
social and cultural consequences - e.g. gender stereotyping, materialism, overconsumption
Identify the types of digital consumers
Information as power → Find information, share information and question information
Aggregation as power → reward like-minded views, discipline conflicting views, online pressure groups
Participation as power → share links and websites, respond to posts, create content
Self-liberation as power → no barriers or restrictions to express our own opinion, personalise to self-experience, heighten social standing
Traditional consumer power → complain, boycott the product, ignore the ad and buy the product.
Define frequency and minimum effective frequency
Frequency (average): the average number of times the receiver is exposed to the media vehicle in a specific time period
Average frequency is an outcome of the media plan, interacting with the audiences pattern of viewing.
Frequency (minimum effective): the minimum number of times the receiver needs to be exposed to the media vehicle in a specific time period
