The Communication Process
This is the term for the overall process of transmitting a message from a sender to a receiver, where the message may be affected by noise or feedback.
What is the communication process?
This framework helps marketers understand how controllable elements of the communication process interact to influence consumer responses.
What is the Persuasion Matrix?
This effect suggests that presenting the strongest arguments at the beginning of a message makes them more effective.
What is Primacy effect?
This type of communication channel includes sales and word-of-mouth, making it more persuasive and adaptable.
What is a personal communication channel?
This refers to the group of consumers a company specifically intends to communicate with, often determined by demographic and psychographic factors.
What is the target audience?
This refers to the group of consumers a company specifically intends to communicate with, often determined by demographic and psychographic factors.
What is the target audience?
This appeal is often used in anti-drug and drunk-driving campaigns to encourage behavior change.
What is fear appeal?
This type of media allows consumers to control how quickly they engage with an ad, making it ideal for presenting detailed messages.
What is self-paced media?
This stage of the communication process involves the sender putting their thoughts or ideas into a form that can be transmitted, often through words, images, or sounds.
What is source encoding?
This aspect of credibility refers to the source's perceived knowledge, skill, or experience, which increases persuasiveness.
What is expertise?
This challenge in advertising results from an oversaturation of promotional content in a given medium, prompting marketers to use creative strategies like humor, celebrities, and unique approaches to break through.
What is advertising clutter?
Name one of the three creative approaches advertisers use to stand out in a highly cluttered ad environment.
What are humor, celebrities, or novel creative approaches?
This term refers to external factors that can distort or interrupt a message, such as background noise or misunderstandings in communication.
What is noise?
This term refers to external factors that can distort or interrupt a message, such as background noise or misunderstandings in communication.
What is noise?
A special type of two-sided message where the communicator presents both sides of an issue and then disproves the opposing viewpoint.
What is a Refutational Appeal?
The rise of these services, including Netflix and Disney+, has led to a decrease in traditional ad exposure.
What are streaming services?
This is the term for the reaction or response of the receiver to the sender’s message, which can be direct (like a purchase) or indirect (like a change in attitude)
What is feedback?
The phenomenon where the impact of a low-credibility source increases over time is known as this effect.
What is the sleeper effect?
This theory explains why highly educated audiences or those deeply involved in a topic may benefit more from implicit messaging rather than explicitly stated conclusions.
What is Conclusion Drawing Consideration?
This phrase, made famous by Marshall McLuhan, emphasizes how the platform delivering an ad shapes its effectiveness.
What is "the medium is the message"?