MCS 2600 Chapter Notes - Chapter 9: User-Generated Content, Mass Media, New Media

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

Document Summary

Informal source- parent, friend, or other consumer, social networks, web forums. Impersonal communications- organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies and spokespersons. Interpersonal communications- can be either formal sources or informal sources. Source credibility- perceived honesty and objectivity of the sponsor of communication have big influence on how communication is accepted by receiver. Normative- influencing broadly defined values or behavior (child"s normative reference group is. Comparative- reference groups serving as bench marks for specific or narrowly defined. Reference groups- serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources immediate family) attitudes or behavior. Membership- group which person belongs to or would qualify for membership. Symbolic- professional tennis players may be symbol to amateur players. Effectiveness related to message and ease of comprehension. Synergy between endorsor and product types are important. Endorsors demographic characteristics should be similar to target.