MCS 2600 Chapter Notes - Chapter 7/9: Mass Media, Reference Group, Viral Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Basic communicaion model to understand the elements and persuasive capabiliies of communicaion, as well as the barriers to efecive communicaion. Informal: formal = marketer or organizaion, informal = a parent, friend, or other consumer. Source credibility a source"s persuasive impact, stemming from its perceived experise, trustworthiness, and believability. The source impersonal and interpersonal communicaions: source credibility, reference groups. Consumpion-related reference groups: friendship groups, shopping groups, virtual communiies, advocacy groups. Word of mouth (strategic applicaions: buzz agents, viral markeing, tackling negaive rumors. Source credibility of formal sources: insituional adverising, publicity, endorsers. Credibility of the magazine, newspaper, website, or radio staion: efects of ime. The sleeper efect phenomenon when the consumer does not remember the source. Barriers to communicaion: selecive exposure to messages, psychological noise. Overcoming psychological noise: repeaing exposure to adverising messages, contrast to break through cluter, efecive posiioning, unique value proposiion.