Communication/ Chapter 14

Question 1

what types of communication is there?

Answer 1

• intrapersonal communications (self image, esteem, and perception)
• group communication
• interpersonal communications- social roles, non-verbal communications, language and meaning
• mass communication- marketing communications, violence in the media

Question 2

why do we need to communicate?

Answer 2

• decision making
• co-operation
• survival
• power
• relationships
• social needs

Question 3

what is the simple model of communication?

Answer 3

where there is one sender/speaker and they send the message to multiple receivers/ the audience

Question 4

what is the Shannon-weaver model?

Answer 4

it believes that communication has 5 elements

• source
• encoder (sell something, provide info, convince someone, persuade, when you communicate, you have a particular purpose in mind)
• signal
• decoder ( recognising the meaning presented by the words, images, pictures)
• destination

Question 5

what is a strong theory of how advertising works?

Answer 5

• awareness
• interest
• desire (or communication)
• action

Question 6

what is a weak theory of how advertising works?

Answer 6

• awareness
• trial
• reinforcement

Question 7

how do you develop an advertising strategy?

Answer 7

1. marketing strategy
2. identify and understand target audience
3. define advertising objectives
4. set advertising budget
5. message decisions/ media decisions
6. execute campaign
7. evaluate advertising effectiveness

Question 8

what are the two broad approaches to understanding consumers?

Answer 8

• quantitative

- qualitative

Question 9

what are advertising objectives?

Answer 9

• create awareness
• position products
• correct misconceptions
• remind and reinforce
• provide support for the sales force

Question 10

what considerations do you need to consider when select media to advertise?

Answer 10

• creative factors
• size of the advertising budget
• relative cost per opportunity to see
• competitive activity
• views of the retail trade

Question 11

what are the key characteristics of publicity?

Answer 11

• credibility of the message
• no direct media costs
• loss of control of publication timing and content

Question 12

what are ethical issues in advertising?

Answer 12

• misleading advertising
• advertisings influence on society’s values
• advertising to children