Marketing 420 Ch. 5 The communication process

Different types of encoding
Verbal, graphic, musical, animation
Channel
Communication between sender and receiver
Personal channels
Personal selling, word of mouth
Nonpersonal channels
Print media, broadcast media
Buzz marketing
Generating positive word-of-mouth discussion
Noise
Unplanned distortion in the communication process
Viral marketing
Propagating marketing-relevant messages with the help of individual consumers
Seeding
Identifying and choosing the initial group of consumers who will be used to start spreading the message
Cognitive responses
Thoughts that occur to individuals while reading, viewing, and/or hearing a communication
Counterarguments
Thoughts the recipient has that are opposes to the position taken in the message
Support arguments
Thoughts that affirm the claims made in the message
Source derogations
Negative thoughts about the spokesperson or organization making the claims
Source bolsters
Positive thoughts about the spokesperson or organization making the claims
Ad execution-related thoughts
Affect attitudes toward the advertisement as well as the brand
Attitude toward the ad
Represents the receivers feelings of favorability or unfavorability toward the ad
Elaboration Likelihood Model
Focuses on the differences in the ways consumers process and respond to persuasive messages
(ELM) Central route
Ability and motivation to process a message is high and close attention is paid to message content
(ELM) Peripheral route
Ability and motivation to process a message is low, receiver focuses more on peripheral cues than on message content