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Questions and Answers
What is the process of filtering out uninteresting information called?
What is the process of filtering out uninteresting information called?
- Information overload
- Information retention
- Cognitive dissonance
- Selective attention (correct)
What is the primary purpose of applying metaphors in advertising?
What is the primary purpose of applying metaphors in advertising?
- To confuse the audience
- To make abstract concepts more concrete (correct)
- To reduce production costs
- To present literal descriptions
Which group is characterized by a strong desire for achievement and a commitment to career and family?
Which group is characterized by a strong desire for achievement and a commitment to career and family?
- Strivers
- Achievers (correct)
- Innovators
- Experiencers
What type of needs are learned in response to culture and environment?
What type of needs are learned in response to culture and environment?
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What is the role of the message channel in communication?
What is the role of the message channel in communication?
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Which trait is associated with the Strivers consumer group?
Which trait is associated with the Strivers consumer group?
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What describes symbolic expression in communication?
What describes symbolic expression in communication?
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How is a narrative technique described by the Greek term meaning 'other-speak' utilized?
How is a narrative technique described by the Greek term meaning 'other-speak' utilized?
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What is meant by the process of information retention in communication?
What is meant by the process of information retention in communication?
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How do metaphors enhance advertising messages?
How do metaphors enhance advertising messages?
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What characteristics define the consumer group known as Achievers?
What characteristics define the consumer group known as Achievers?
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Describe the nature of secondary needs as discussed in the content.
Describe the nature of secondary needs as discussed in the content.
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What role do receivers play in the communication process?
What role do receivers play in the communication process?
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What defines the consumer group called Strivers?
What defines the consumer group called Strivers?
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Explain the significance of the message channel in communication.
Explain the significance of the message channel in communication.
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What is the function of the narrative technique known as 'other-speak' in advertising?
What is the function of the narrative technique known as 'other-speak' in advertising?
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Study Notes
Information Processing
- Screening helps retain relevant information while discarding what does not engage us.
Metaphorical Language
- Metaphors apply words or phrases to concepts outside their literal meanings, enhancing comparisons and clarifying abstract ideas.
- Metaphors are utilized in advertising to stimulate consumer imagination, create brand associations effectively, and boost persuasive communication.
Consumer Motivation
- Certain consumers are driven by achievement, career goals, and familial commitment, often leading to conventional lifestyles and conservative political views.
Message Interpretation
- Interpretation involves the activities receivers undertake to derive meaning from marketing messages.
Communicative Intent
- The symbolic expression details the communicator's objectives within a message.
Consumer Personalities
- Target consumers are those who are confident, sophisticated, and have high self-esteem, showing active engagement with upscale and niche products.
Cultural Learning
- Secondary needs are culturally and environmentally influenced, distinguishing them from basic survival requirements.
Consumer Behavior of Strivers
- Strivers are characterized by their trendy, fun-loving nature, concern for social approval, and a perception of success determined by financial status.
- Often feeling financially constrained, they gravitate towards stylish products and impulsive purchasing behaviors.
Message Channels
- The message channel represents the route through which communication exits the source and reaches the receiver.
Extended Metaphor
- Derived from Greek, an extended metaphor conveys meaning through deeper narratives, often used to market difficult-to-advertise products.
- Personifications in advertising make potentially dull or offensive products more relatable and approachable.
Symbolic Thought
- The translation of ideas into symbolic forms allows for communication beyond straightforward language.
Culture's Influence on Consumerism
- Culture encompasses both tangible and intangible elements that shape collective identity and significance, directly impacting consumer behavior through generational transmission.
Internal Motivations
- Internal forces can drive individual behavior, playing a crucial role in decision-making processes.
Information Processing
- Screening helps retain relevant information while discarding what does not engage us.
Metaphorical Language
- Metaphors apply words or phrases to concepts outside their literal meanings, enhancing comparisons and clarifying abstract ideas.
- Metaphors are utilized in advertising to stimulate consumer imagination, create brand associations effectively, and boost persuasive communication.
Consumer Motivation
- Certain consumers are driven by achievement, career goals, and familial commitment, often leading to conventional lifestyles and conservative political views.
Message Interpretation
- Interpretation involves the activities receivers undertake to derive meaning from marketing messages.
Communicative Intent
- The symbolic expression details the communicator's objectives within a message.
Consumer Personalities
- Target consumers are those who are confident, sophisticated, and have high self-esteem, showing active engagement with upscale and niche products.
Cultural Learning
- Secondary needs are culturally and environmentally influenced, distinguishing them from basic survival requirements.
Consumer Behavior of Strivers
- Strivers are characterized by their trendy, fun-loving nature, concern for social approval, and a perception of success determined by financial status.
- Often feeling financially constrained, they gravitate towards stylish products and impulsive purchasing behaviors.
Message Channels
- The message channel represents the route through which communication exits the source and reaches the receiver.
Extended Metaphor
- Derived from Greek, an extended metaphor conveys meaning through deeper narratives, often used to market difficult-to-advertise products.
- Personifications in advertising make potentially dull or offensive products more relatable and approachable.
Symbolic Thought
- The translation of ideas into symbolic forms allows for communication beyond straightforward language.
Culture's Influence on Consumerism
- Culture encompasses both tangible and intangible elements that shape collective identity and significance, directly impacting consumer behavior through generational transmission.
Internal Motivations
- Internal forces can drive individual behavior, playing a crucial role in decision-making processes.
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