STC 114 Lecture Notes - Lecture 4: Opinion Leadership, Subliminal Stimuli, Selective Perception

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Kay Snell

Document Summary

Brand communication is moving in that direction with the advent of social media and word of mouth communication strategy. Effect: the idea (cid:271)ei(cid:374)g that effe(cid:272)ti(cid:448)e (cid:271)ra(cid:374)d (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) (cid:449)ill a(cid:272)hie(cid:448)e the (cid:373)arketer"s desired impact and the target audience will respond as the marketer intended. Objectives: statements of the measurable goals or results that the message is intended to achieve. The brand message works if it achieves its objectives. The two traditional approaches used to determine the impact of advertising. Aida (attention, interest, desire, action): also known as hierarchy of effects model. The three key effects, or domains, identified in this approach are: perception, learning, persuasion. The idea is that the (cid:373)essage (cid:272)a(cid:374) e(cid:374)gage (cid:272)o(cid:374)su(cid:373)er"s per(cid:272)eptio(cid:374)s (atte(cid:374)tio(cid:374) a(cid:374)d interest), engage their thinking (learn), and persuade them (change attitude and behavior), and to some degree that occurs all at the same time. The process by which we receive information through our five senses and assign meaning to it.