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47 Cards in this Set
- Front
- Back
Persuasion
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an active attempt to change attitudes. The central goal of many marketing communications.
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communications model
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specifies that a number of elements are necessary for communication to be achieved.
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source
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where the communication originates
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receivers
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interpret the message in light of their own experiences
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feedback
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used by the marketers. receivers reactions to modify aspects of the message as necessary.
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permission marketing
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based on the idea that a marketer will be much more successful in persuading consumers who have agree to let him try--consumers who "opt out" of listening to the message probably weren't good prospects in the first place.
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Frankfurt school
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dominated mass communications research for most of the last century, the media exert direct and powerful effects on individuals, and often those in power use it to brainwash and exploit the population
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Uses and gratifications theory
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consumers are an active, goal-directed audience that raws on mass media as a resource to satisfy needs. Instead of asking what media do for or to people, they ask what people do with the media. Emphasizes that media compete with other sources to satisfy needs, and that these needs include diversion and entertainment as well as information.
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M-commerce
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mobile commerce, where marketers promote their goods and services view wireless devices including cell phones, PDAs, and iPods.
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blogging
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where people post messages to the Web in diary form. Blogging started as a grassroots movement where individuals shared their thoughts on a range of topics, from the mundane to the profound.
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First order response
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Direct-marketing vehicles such as catalogs and television infomercials are interactive--if successful, they result in an order, which is most definitely a response. In addition to providing revenue, sales data are a valuable source of feedback that allows marketers to gauge the effectiveness of their communications efforts.
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second-order response
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messages can prompt useful responses from customers, even though these recipients do not necessarily place an order immediately after being exposed to the communication. Customer feedback in response to a marketing message that is not in the form of a transaction is a second order response.
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source effects
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by attributing the same message to different sources and measuring the degree of attitude change that occurs after listeners hear it, it is possible to determine which characteristics of a communicator will induce attitude change. Two particularly important source characteristics are credibility and attractiveness
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Source credibility
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refers to the perceived expertise, objectivity, or trustworthiness of a source. Relates to consumers' beliefs that a communicator is competent, and that she is willing to provide the necessary information to adequately evaluate competing products
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Sleeper effect
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In some instances the differences in attitude change between positive sources and less positive sources become erased over time. After a while people appear to "forget" about the negative source and wind up changing their attitudes anyway.
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Dissociative cue hypothesis
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over time the message and the source become disassociated in the consumer's mind.
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Availability valence hypothesis
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emphasizes the seletivity of memory owing to limited capacity. If the associations linked to then negative source are less available than those linked to the message information, the residual impact of the message enhances persuasion
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Knowledge bias
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implies that a source's knowledge about a topic is not accurate
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Reporting bias
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occurs when a source has the required knowledge but that person's willingness to convey it accurately is compromised, as when a racket manufacturer pays a star tennis player to use its products exclusively.
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corporate paradox
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the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes.
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buzz
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word of mouth that is viewed as authentic and generated by customers
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hype
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dismissed as inauthentic, corporate propaganda planted by a company with an axe to grind
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source attractiveness
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refers to the source's perceived social value. This quality can emanate from the person'a physical appearance, personality, social status, or his similarity to the receiver (we like to listen to people who are like us).
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halo effect
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occurs when persons who rank high on one dimension are assumed to excel on others as well
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consistency principle
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states that people are more comfortable when all of their judgments about a person go together
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social adaptation perspective
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assumes that the perceiver will weight information more heavily if he feels it is instrumental in forming an attitude. We filter out irrelevant information to minimize cognitive effort.
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cultural meanings
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symbolize important categories such as status and social class, gender, and even personality types.
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match-up hypothesis
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the celebrity's image and that of the product he or she endorses should be similar
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Q score
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Q stands for quality. Used to decide if a celebrity will make a good endorser. Considers two factors: consumers' level of familiarity with a name, and the number of respondents who indicate that a person, program, or character is a favorite.
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Avatar
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the manifestation of a Hindu deity in superhuman or animal form. In the computing world it means a cyberspace presences represented by a character that you can move around inside a visual, graphical world.
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Vividness
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powerful descriptions or graphics command attention and are more strongly embedded in memory.
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Mere exposure phenomenon
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people tend to like things that are more familiar to them, even if they were not that keen on them initially
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habituation
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created by too much repetition. The consumer no longer pays attention to the stimulus because of fatigue or boredom. Excessive exposure can cause advertising wear out.
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two factor theory
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explains the fine line between familiarity and boredom by proposng that two separate psychological rocesses are operating when a person is repeatedly exposed to an ad. The positive side of repetition is that it increases familiarity and thus reduces uncertainty about the product. The negative side is that over time bored increases with each exposure.
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Supportive arguments
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present one or more positive atritbutes about the product or reasons to buy it
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two sided message
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the message presents both positive and negative information. Research indicates that two-sided ads can be quite effective, yet they are not widely used. Appears to be the most effective when the audience is well educated. Best to usewhen receivers are not already loyal to the product.
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Refutational arguments
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A negative issue is raised and then dismissed, can be quite effective. Can increase source credibility by reducing reporting bias. People who are skeptical about the product may be more receptive to a balanced argument instead of a whitewash.
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comparative advertising
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refers to a strategy in which a message compares two or more specifically named or recognizable presented brands and weighs them in terms of one or more specific attributes. They appear to be effective for new products that are trying to build a clear image by positioning themselves vis-a-vis dominant brands in the market They are only credible if they don't reach too far by comparing a brand to a competitor that is obviously superior.
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counterarguing
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a consumer thinking of reasons why he doesn't agree with the message
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fear appeals
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emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude. Fairly common in advertising, though more commonly insocial marketing concepts. Negative appeals are usually most effective when only a moderate threat is used, and when the ad presents a solution to the problem
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allegory
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a story about an abstract trait or concept that has been personified as a person, animal, or vegetable
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metaphor
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involves placing two dissimilar objects into a close relationship such that "A is B". Allow the marketer to activate meaningful images and apply them to everyday events
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simile
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compares two objects such as "A is like B"
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Resonance
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a form of presentation that combines a play on words with a relevant picture.
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Transformational advertising
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the consumer associates the experience of product usage with some subjective sensations
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Elaboration Likelihood Model (ELM)
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assumes that once a consumer receives a message she begins to process it. Three variables: message processing involvement, argument strength, source characteristics.
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periperal cues
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sources of information extraneous to the actual message
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