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IMC Ch 5
Question | Answer |
---|---|
Steps to successful communication | select an appropriate source, develop an encoded message, select an appropriate channel for target audience, receive feedback |
AIDA Model | Attention, interest, desire, action |
Hierarchy of effects model | Awareness, knowledge, liking, preference, conviction, purchase |
Innovation adoption model | awareness, interest, evaluation, trial, adoption |
Central route to attitude change | ability and motivation to process message is high |
Peripheral route | ability and motivation to process message is low. not alot of attention paid to content |
Information processing model | presentation, attention, comprehension, yielding, retention, behavior |
Source Derogations | negative thoughts about the spokesperson or organization making the claim |
Source bolster | spokesperson who carries the message positively |
elaboration likelihood model (ELM) | addresses differences in the way consumers process and respond to persuasive messages. |
The _____ is a hierarchy model that assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver. | information processing model |