COM 362 Chapter Notes - Chapter 8: Pk Machine Gun, Frankfurt School, Permission Marketing

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Reciprocity (people are more likely to give if they receive sth. irst) Scarcity (items become more atracive if they are less available) Authority (we tend to believe an authoritaive source much more readily) Consistency (people try not to contradict themselves in terms of what they say or do) Consensus (we take into account what others are doing before we decide what to do) Communicaions model: a source must choose and encode a message. The message is transmited via a medium and is decoded by its receivers who interpret the symbols. > frankfurt school (media has powerful efects on individuals) Permission markeing = it is more likely to persuade consumers who have opted into a markeing message. Uses and graiicaions theory: consumers are an acive, goal-directed audience -> looks what people do with their media. Customer co-creaion: a consumer interacts with the marketer to inluence the product or service. Increasingly proacive role of consumers (ability to control the media environment)