Communication Models in Marketing

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Questions and Answers

What distinguishes a two-sided argument from a one-sided argument?

It focuses solely on emotional appeals.

It includes both positive and negative information. (correct)

It presents only negative information.

It only relates to personal experiences.

In what scenario should persuasive arguments explicitly draw conclusions for consumers?

When it is easy for consumers to follow the argument.

When the message is very clear and relevant.

When consumer motivation is lacking. (correct)

When the product has strong emotional ties.

When is the emotional strategy typically used in advertising?

When logical appeals are ineffective.

When the target audience is not established.

When consumers find no differences among brands. (correct)

When there are significant differences between brands.

How do humorous ads impact consumer acceptance of a message?

They distract and inhibit counter-arguing. Signup and view all the answers

What is one drawback of using strong sexual imagery in ads?

It may result in negative feelings among consumers. Signup and view all the answers

What is a key characteristic of effective fear appeals in advertising?

Solutions to the presented problem must be offered. Signup and view all the answers

What is a potential outcome of comparative advertising?

It can lead to source derogation. Signup and view all the answers

When should a rational strategy be employed in advertising?

When consumers need to recall ad content. Signup and view all the answers

Which principle of persuasion involves the idea that people feel obliged to return favors?

Reciprocity Signup and view all the answers

What is the primary difference between hype and buzz in marketing?

Hype is inauthentic; buzz is authentic. Signup and view all the answers

Which of the following do consumers utilize in modern communications to be proactive?

Caller ID Signup and view all the answers

What role does the credibility of the source play in consumer perception?

It can weaken the effect of the message. Signup and view all the answers

Which type of feedback does 'First-Order Response' refer to?

Direct transactions and sales. Signup and view all the answers

What makes a source effective in marketing communications?

Understanding customer preferences. Signup and view all the answers

Which characteristic is NOT associated with high-involvement advertising?

Being ignored by consumers. Signup and view all the answers

In the updated communication model, consumers have become:

Proactive participants in communication processes. Signup and view all the answers

Study Notes

Changing Attitudes Through Communication

Persuasion is the effectiveness of marketing communications in influencing attitudes.
Reciprocity, Authority, Liking, Scarcity, Consistency, and Consensus are key factors in influencing attitudes.

Traditional and Updated Communication Models

The traditional communication model is one-way, with the sender delivering a message to the receiver.
The updated model recognizes that consumers are active participants, using technologies like DVRs, VOD, and the internet to control their exposure to messages.

Interactive Response and Feedback

Marketing 3.0 is an era of consumer participation.
First-order response refers to direct marketing through transactions and sales.
Second-order response incorporates non-transactional customer feedback.

The Source and Source Effects

The source of a message can heavily impact its effectiveness.
A good source is effective, considers the audience, creates a unique experience, and understands customer preferences and struggles.
Source bias can weaken consumer beliefs about a product if the source is perceived as biased.

Hype vs Buzz

Hype is an inauthentic message generated by corporate propaganda, often through advertising.
Buzz is an authentic message generated by customers through word-of-mouth.
Buzz is generally more credible than hype due to its grassroots and authentic nature.

The Message: What is Said? How it is Said?

The message itself is crucial, emphasizing product uniqueness and benefits through a differentiating message.
Visual images have a powerful emotional impact.
Verbal messages are more effective in high-involvement situations, particularly when reinforced with visual imagery.
Vividness in marketing commands attention and improves memorability.

One-Sided vs Two-Sided Arguments

One-sided arguments present only positive information.
Two-sided arguments present both positive and negative information.
Consumers may need explicit conclusions when arguments are complex or motivation is low.

Emotional vs Rational Appeals

Emotional appeals are common for established brands or when differences between brands are minimal.
Rational appeals are used when consumers need to recall information, often involving "thinking" ads.
Emotional ads may be difficult to measure using conventional methods.

More Specific Types of Appeal

Sex appeal can be effective but varies by culture and can lead to negative reactions or distraction.
Humorous appeals draw attention and distract consumers from counter-arguing, increasing message acceptance.
Fear appeals emphasize negative consequences to promote behavior change. They are most effective when the threat is moderate, solutions are presented, and the source is credible.
Comparative advertising compares recognizable brands on specific attributes, but confrontation can lead to source derogation.

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Description

This quiz explores the evolution of communication models in marketing, highlighting the shift from traditional one-way messaging to interactive consumer participation. Key concepts such as persuasion techniques and source effectiveness are also discussed, providing insights into how marketers can influence attitudes and feedback in the digital age.