COMM 362 Chapter Notes - Chapter 8: Video Blog, Permission Marketing, Microblogging
Document Summary
Persuasion factors: reciprocity, scarcity, authority, consistency, consensus. The elements of communication: communications model, organization message medium consumer, consumer feedback - organization. An updated view: interactive communications: traditional model vs. permission marketing. Uses and gratifications: consumers are an active, goal-directed audience that draws on mass media as a resource to satisfy needs, emphasizes that media compete with other sources to satisfy needs (entertainment, info etc. ) Now through the internet, multi-sender and multi-receiver interactions: can decide what to watch and what not to watch. Social media: blogs, video blogging, podcasting, virtual worlds, microblogs, social networks, widgets. Source credibility: refers to a communicator"s expertise, objectivity, trustworthiness, celebrity endorsement, sleeper effect: people forget about the negative source and change their attitudes anyway. Source attractiveness: the source"s perceived social value (appearance, personality, social status, similarity, halo effect: occurs when individuals who are rated highly on one dimension are assumed to excel on other as well. The message: brand-differentiating message, how the message is presented.
