MCOM 214 Study Guide - Midterm Guide: Communication Source, Marketing Strategy, Sensory System
2 Oct 2018
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Source: sponsor: the company, author: ad agency, persona: real or imaginary spokesperson. Message: literary from, autobiography, (cid:862)i(cid:863) tell stor(cid:455) a(cid:271)out (cid:373)(cid:455)self to (cid:862)(cid:455)ou(cid:863, narrative, third-person persona tells a story about others to an imagined audience, drama, the character act out evens directly in front of an imagined empathetic audience. Implied consumers: who are addressed by the ads persona, sponsorial consumers, a group of decision makers at the sponsor organization, actual consumers, people in the real world who make up the ads target audience. Learning and persuasion: learning, relatively permanent change in thought process or behavior that occurs because of reinforced experience, learning theories, how consumers process information. Informative ad can be persuasive: peripheral route, low involvement, have little or no reason to pay attention to it, non-product aspects could integrate into a positive attitude towards the ad, focus on image or entertainment factor works better. Attitude: acquired mental position regarding some idea or object.
