Summary: Media And Communication

Read the summary and the most important questions on Media and Communication

• Lecture 1

  This is a preview. There are 1 more flashcards available for chapter 04/11/2014
  Show more cards here

• What says the elaboration likelihood model?

  The model examines how an individual's elaboration (thinking deeply) on a persuasive message will affect the message's persuasive success, and proposes two routes of processing--the central route (high elaboration), and peripheral route (low elaboration).[2] The elaboration likelihood model states that a person’s likelihood of elaborating is determined by two things, a person’s motivation and ability to elaborate.
  system 1: Fast: unconscious, effortless and automatic.; without self-awareness or control. 'What you see is all there is'.
  system 2: Slow: Deleberate and conscious effortful, controlled mental process.; With self-awareness or control. Logical and skeptical. 

• What is the power of default?

  The way how something is given.: fe: organ donation nl vs belg. 

• Lecture 2

  This is a preview. There are 15 more flashcards available for chapter 06/11/2014
  Show more cards here

• How to find out where the brand is doing well?

  1. sales analysis
  2. product usage
  3. heavy user data
  4. buying power indices

• Factors to consider when the campaign wil run?

  
  Commercial context:
  - Monthly sales patterns
  - budget constraints
  - competitive activities
  - specific goals
  - product availability
  - promotional requirements
  
  Non commercial context:
  - depends on problem/goal
  - fe: if you want to change behavior-> then when people engage most in the undesired behavior, where people have the oppurtunity to change behavior.

• What are the pros and cons of continuous scheduling of a campaign?

  Plus: recency effects: constant reminders (keeping the message accessible
  downside: expensive
  
  Commercial context:if sales are constant across 12 months

• What happens when their is a fligting scheduling campaign and what are the pros and cons?

  a burst of couple months/weeks and a rest the other months/weeks
  plus: cheaper
  downside: choose periods wisely
  Research: most effectvie

• What happens in a pulsing scheduling campaign and what are the pros and cons?

  A combination of continuous and  flighting.
  plus: lot of exposure
  downside: more expensive than either

• What happens in a bursting scheduling/heavy introduction campaign?

  Heavy spending in the beginning
  to introduce new campaign
  be aware for over-exposure and irritation

• What is the three-hit theory by krugman?

  That there are 3 psychological phases:
  1. curiosity: what is it?
  2. Recognition: How is it relevant for me?
  3. Reminder: Do i want to buy? / Do i want to change my behavior/attitudes?
  
  According to Krugman it takes a while before people reach stage 2 (+- 12 exposures).
  
  BUT: depends on whether a brand, idea, or message is new
  new brands, ideas, or messages need more exposures
  existing brands, ideas, or messages only need a few reminders

• What is traditional media and what are the pros?

  TV, radio and publications
  Often able to reach large audiences quickly
  often able to deliver messages to specific audiences
  audiences return to their favorite medium often.