Term
how would advertising/promotional strategies differ for companies selling high- vs low-involvement products?
frame your response in the communication model |
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Definition
low: consumer is passive and uninterested so he'll pay more attention to nonmessage elements (like a jingle/symbol) than message elements
high: information is more important |
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Term
| explain one of each type of response model (traditional vs alternative) |
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Definition
traditional: AIDA model: buyer passes successively through attention -> interest -> desire -> action
alternative: dissonance/attribution hierarchy: do -> feel -> learn |
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Term
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Definition
| is studies the nature of meaning and asks how our reality (words, gestures, myths, signs, etc) acquires meaning |
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Term
| what is the role of semiotics in the communication process? |
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Definition
| it is important since products/brands acquire meaning through the way they are advertised; semiotics are used to better understand the conscious and subconscious meanings of nonverbal signs transmitted from ads to consumers |
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Term
| compare and contrast the cognitive response model w/ the elaboration likelihood model (ELM) |
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Definition
| keep going, i know it's boring... next slides will be ask for definitions of each |
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Term
| describe the cognitive response model |
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Definition
| examining consumers' cognitive processing of ad messages by an assessment of their cognitive responses (the thoughts that occur to them while viewing the ad) |
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Term
| describe the elaboration likelihood model (ELM) |
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Definition
| attitude formation/change depends on the amount of elaboration (or processing) of relevant info that occurs in response to a persuasive message |
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