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| a perception resulting from experiences with, and information about, a company or line of products |
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| the process of creating a brand image that engages the hearts and minds of customers |
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- range of product lines - proctor and gamble
- paper products, personal care, cleaning
- charmin, bounty, oral-b, tide, dawn |
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- range of product categories
- toothpaste, toothbrush, floss |
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- Set of physical attributes of a product or service
- beliefs and expectations surrounding it
- a unique combination which the name or logo evokes in the mind of the audience |
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| Perception of a brand in the eyes of an individual |
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• Relationship of brand to competitors
• Private-Label Brands (grocery store brand) vs. premium brands |
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• Logo, slogan, famous person
• Know the difference between jingles and slogans
• Fun, friendship, good feeling, parties, etc.
• Economical, high quality, exceptional design
• Innovative |
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• Less sensitive to price
• Rewards programs tighten loyalty
• Lower advertising costs
• Customers don’t need to be persuaded
• Praise virtues of the brand (word of mouth) |
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| Differentiating Brand from Reputation |
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Definition
o Nike:
• Brand => Strong
• Reputation => Poor because of sweatshops |
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| Use of language to influence action |
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| Reasoning, logical arguments (using empirical data) |
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| Credibility, Expertise, and moral character |
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| Appeal to emotions, passion |
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| Elaboration Likelihood Model |
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• Quality of arguments and information/facts
• Elaboration of issue
• Stronger Route = less likely to change your decision |
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• Uses peripheral cues:
Images
Attractiveness of presenter
• No elaboration of issue-relevant information
• Less persuasive |
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• Expertise
• Trustworthiness |
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• Physical Appearance
• Likeability
• Similarity |
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Term
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Definition
o Vividness
• Colorful Stories
• Enhancing Facts
o Fear (only to an extent)
o Humor (however, you may remember the humor and forget the message)
o Two-Sided Message (Counter-Arguments)
• NOT propaganda => propaganda manipulates
o Repetition of Message
• At some point repetition can become tiring to the audience |
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o Rapid Speech
o Powerful (confident) speech |
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Term
| Audience/Receiver Variables |
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Definition
o Mood of Receiver
o Existing involvement in issue/personal relevance
o Individual differences:
• Desire for cognitive challenge
• Self-monitoring perception
• Age/Sense of Time
o Self: Active willingness to create self-arguments |
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| Reading to KNOW (information) |
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Definition
o Facts
o Concepts
o Principles |
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| Reading to DO (perform – physical or mental) |
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Definition
o Processes/Procedures
o Rules (to decide) |
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| Reducing Cognitive Load – Design Principles |
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Definition
• Information Structuring
o General to Specific
o Simple to Complex
o Chronological Progression
• Labeling (use of sub headings)
• ***Chunking
o ***7 +/- 2 Rule***
• Relevance
o Consider audience needs
o What does the audience need to know?
• Consistency
• Integrated Graphics |
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Term
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Definition
• Figure vs. Ground (Closed vs. Open Figure)
o Closed Figure = Good Figure
• CRAP
o Contrast
o Repetition
o Alignment
o Proximity
• Issue of 3-D Graphics
• Distortion of Scales (start at 0)
• Use of ALL CAPS and Mixed Case
• Legibility (black on light yellow = best)
• Serif and Sans Serif font styles
o Serif = curly letters
• Color and meaning of color (warm vs. cool) |
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| Purpose of Communication – It’s all about CHANGE |
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Definition
• Inform
• Educate
• Persuade
• Take Action |
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| holistic-ness; understanding something in context or in its surroundings |
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| Dynamic vs. Static Balance |
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• Dynamic – asymmetrical balance; greater sense of movement
o Nike Swoosh
• Static – balance between two sides
o Target |
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| Old Media – Traditional Media – Legacy Media |
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Definition
o Print: Newspaper, magazines, books, posters, billboards
o Television, Radio, Film |
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Definition
o E-mail
o Internet, Wikipedia
o Social Media
• Facebook
• Twitter
• LinkedIn
• Instagram
o Multi-player online games, Second Life
o Teleconferencing (virtual Meeting) |
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• New Media
o Creation & maintenance of social ties through interaction
• Social Media
o New media that promotes interaction |
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| Use of various media to facilitate communication between sender and receiver |
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Term
| Criteria for Selecting Media |
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Definition
• Feedback potential
• Synchronous vs. asynchronous
• Bandwidth
• Confidentiality
• Encoding/Decoding Ease
• Cost
• Social Presence
• Random Access
• Individual vs. Broadcast
• Gatekeepers
• Critical Mass |
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Term
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Definition
• Ability to:
o Design and consume critically
o Speak articulately, especially in public forums
o Listen carefully and critically
o Use of electronic technologies |
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| How do we know that we are making the “Right” Decisions? |
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Definition
• Morals (YOU)
o Internal, personal evaluations of right/wrong
o Judge ourselves by personal sense of morality
• Ethics (YOU and OTHERS)
o Social application of personal moral values
o Right/wrong, good/bad, just/unjust behaviors in relationships with others
o Judge others according to social codes of ethics |
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| Developing Personal Ethics |
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Definition
• People
o Parents
o Teachers
o Peers
• Culture
o Environment raised in (city, rural)
• Philosophy
o Theology
o Deontology
o Teleology
o Utilitarianism
• Law
o Professional codes of ethics
o What is just?
• Religion |
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Term
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• Golden Mean
o Avoid extremes
o Seek middle ground
o Moderation best |
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• Deontological
o Duty-based
o Absolute – no exceptions
• Teleological
o Consequences-based
o Produce best consequence, minimize harm
• Utilitarianism
o Greatest good for greatest number of people |
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