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IMC Lec#2
| Question | Answer |
|---|---|
| It derived from the latin word communis, which means common. the process of establishing commonality of meaning between message sender and a receiver | Communication |
| The key to effective communication is that commonality of meaning, based on shared meaning relationship, must exist between message sender and receiver | True |
| A person, group, organization, celebrity or label that delivers a message. | Source |
| Marketing communications sources influence receivers by possessing one or more of three basic attributes, power, attractiveness and credibility | True |
| It encodes a marketing message, by translating ideas into words, sounds or pictures that convey the source’s intended message to accomplish the communication objective | True |
| Advertisers are willing to pay millions of dollars to celebrities who are liked and disrespected by target audiences and who will, it is hoped, favorably influence consumers’ attitudes and behavior towards the endorsed brands | Celebrity Endorsers |
| It show that marketers use specific sources as spokespeople in marketing communication messages because of specific brand attributes. It is identified as credibility. | Source Attributes |
| Consumer attitudes can be changed through a psychological process. It occurs when the receiver accepts the endorser’s position on an issue as their own | Internalization |
| An information source, such as an endorser, has credibility when that source is perceived as reliable, trustworthy, or knowledgeable. | True |
| It is commonly used to influence the receives or target audience’s acceptance of the marketing communication message. | Expertise |
| (Attractiveness) It represents the degree to which an endorser matches an audience in terms of characteristics; birds of a feather flock together. | Similarity |
| (Attractiveness) It refers to the knowledge of the celebrity through repeated media exposure. | Familiarity |
| (Attractiveness) It s defined as fondness for the celebrity due to their physical appearance, behavior and personality. | Likeability |
| It include creating brand awareness and recall, establishing a positive brand image by implanting positive associations in the consumer’s memory and encouraging purchase behavior. | Communication Objectives |
| a symbolic expression of what the communicator intends to achieve. Messages are also transmitted to consumers indirectly through word-of-mouth communication. | Message |
| It is the target audience with whom the source attempts to share the idea. | Receiver |
| The target audience experiences or realizes outcomes in response to the marketing messages received from the brand communicator. | Communication Outcome |
| It provides a means of evaluating how accurately the intended message is being received and whether it is accomplishing its intended objectives | Feedback |
| It is anything that interferes with the interpretation of a message. | Noise |
| (types of noise) hunger, fatigue, headaches, pain, and physiological effects from medicine that affect the way you think or feel | Physiological noise (internal) |
| (types of noise) if a person starts to feel uncomfortable when someone enters a room, the resulting emotions could cause them to get distracted from their conversation | Psychological noise (internal) |
| (types of noise) others talking in the background, background music, a startling noise and acknowledging someone outside of the conversation | Physical noise (external) |
| (types of noise) Using jargon that another person misunderstands or isn’t familiar with, misinterpreting body language, such as eye contact or voice tone, Speaking words that can have two different meanings (ex. buto) | Semantic noise (understanding of words) |
| It allows professionals to interact with others and build relationships. It comes from both parties in the form of a conversation. It including team building, solving problems and increasing engagement with others. | Two-way communication |
| There are four main components of the two-way communication model. These include the: | -Sender -Receiver -Message -Response |
| In semiotics, It is defined as anything that communicates intentional and unintentional meaning or feelings to the sign's interpreter. | Sign |
| any activity, conduct, or process that involves signs. Signs can be communicated through thought itself or through the senses. | Semiosis |
| Emojis have become ubiquitous in digital communication, providing a visual means of conveying emotions, actions, objects, and concepts in text-based conversations. | True |
| The message conveyed by words, sentences, and symbols in a context. | Meaning |
| It is the psychological and sociological factors that influence consumer behavior and decision-making. Understanding these underlying principles is crucial for crafting effective marketing strategies that resonate with the target audience. | Behavioral foundation |
| How consumers perceive information, including brand messages, packaging, and pricing. | Perception |
| (Key Behavioral factors) Consumers tend to focus on information that aligns with their existing beliefs. | Selective perception |
| (Key Behavioral factors) Consumers group information into meaningful patterns. | Perceptual organization |
| (Key Behavioral factors) Consumers may misinterpret information due to biases or expectations. | Perceptual distortion |
| The internal driving forces that influence consumer behavior. | Motivation |
| A theory that suggests people are motivated to satisfy basic needs before higher-order ones. | Maslow's hierarchy of needs |
| The discomfort experienced when consumers hold conflicting beliefs or attitudes. | Cognitive dissonance |
| The process by which consumers acquire knowledge and change their behavior. | Learning |
| Associating a brand with positive stimuli. | Classical conditioning |
| Rewarding desired behaviors. | Operant conditioning |
| Learning by observing others' behaviors. | Observational learning |
| A person's evaluation of an object, person, or idea. | Attitude |
| Cognitive (thoughts), affective (feelings), and behavioral (actions). | Attitude components |
| Persuasion techniques can influence attitudes. | Attitude change |
| The unique psychological characteristics that distinguish individuals. | Personality |
| Consistent patterns of behavior. | Personality traits |
| The human-like characteristics associated with a brand. | Brand personality |
| The impact of others on consumer behavior. | Social Influence |
| Groups that influence consumer decisions. | Reference groups |
| People who are respected and admired by others. | Opinion leaders |
| The shared beliefs, values, and customs of a group. | Culture |
| Identifying specific groups of consumers based on their behavioral characteristics. | Target market segmentation |
| Creating messages that align with consumers' motivations, attitudes, and beliefs. | Message development |
| Choosing the most effective channels to reach the target audience. | Media selection |
| Designing promotions that appeal to consumers' needs and desires. | Promotional strategies |
| Developing a unique brand identity that resonates with consumers. | Brand positioning |
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