Advertising and Theory Test

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