Advertising and Theory Test

Topics: Marketing, Advertising, Creativity Pages: 10 (2662 words) Published: December 4, 2014
Advertising
 and
 Theory
 
 

 
*Chapter
 5
 

 
*The
 Communication
 Process
 
-­‐Source
 -­‐>
 encoding
 -­‐>
 message
 -­‐>channel
 -­‐>
 decoding
 -­‐>receiver
 
 

 
*Applying
 the
 communication
 process
 to
 advertising
 

 
-­‐The
 source
 

 

 
-­‐ultimately:
 the
 organization
 that
 has
 information
 it
 wishes
 to
 share
 
with
 others
 

 

 
-­‐the
 sponsor
 of
 the
 advertising
 

 

 
-­‐receiver’s
 perception
 is
 important,
 so
 the
 spokesperson
 must
 be
 
knowledgeable,
 trustworthy
 and
 relevant
 

 
-­‐The
 Message
 

 

 
-­‐words
 and
 symbols,
 verbal
 and
 nonverbal
 

 
-­‐message
 is
 encoded
 so
 the
 receiver
 understands
 what’s
 being
 
communicated
 

 
-­‐The
 Channel
 

 

 
-­‐the
 means
 to
 send
 the
 encoded
 message
 

 

 
-­‐Personal
 channels:
 personal
 selling
 

 

 
-­‐non
 personal
 channels:
 mass
 communication
 (tv,
 radio,
 etc)
 

 
-­‐The
 Receiver
 
-­‐usually
 the
 consumer,
 advertiser
 must
 be
 concerned
 with
 how
 the
 
receiver
 decodes
 the
 message
 
 
-­‐Noise
 
-­‐anything
 that
 can
 interfere
 or
 block
 the
 decoding
 of
 the
 message
 
-­‐other
 advertisements
 or
 non
 commercial
 messages
 

 
-­‐Feedback
 

 
-­‐verifying
 the
 message
 was
 received,
 survey
 responses
 

 
-­‐redeemed
 coupons
 

 
-­‐phone
 inquires,
 clicks
 on
 a
 banner
 ad
 

 
-­‐store
 visits
 

 
*The
 Keys
 to
 advertising
 Strategy
 
-­‐Knowing
 the
 consumer
 
-­‐Consumer
 behavior:
 the
 mental
 and
 emotional
 processes
 and
 the
 physical
 activities
 
of
 people
 who
 purchase
 and
 use
 goods
 and
 services
 to
 satisfy
 particular
 needs
 and
 
wants
 

 
-­‐Advertising’s
 primary
 mission
 

 
-­‐reach
 prospective
 customers,
 influence
 their
 awareness,
 attitudes,
 buying
 
behavior
 

 
-­‐communication
 process
 must
 work
 effectively
 

 

*The
 Consumer
 Decision
 Process
 
-­‐Problem
 recognition
 
-­‐information
 search
 
-­‐evaluation
 and
 selection
 
-­‐store
 choice
 &
 purchase
 
-­‐postpurchase
 behavior
 

 
-­‐Three
 personal
 process
 govern
 how
 we
 discern
 data
 

 
-­‐perception
 

 
-­‐learning
 and
 persuasion
 
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