Comm 307 Final Exam || with 100% Errorless Answers.
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Course
Comm 307
Institution
Comm 307
self actualizing needs correct answers societies become more affluent, basic needs and psychological needs are met
people want products that represent their values
brands attempt to align themselves with those values
people increasingly have self actualizing needs
word of mouth correct ans...
Comm 307 Final Exam || with 100% Errorless Answers.
self actualizing needs correct answers societies become more affluent, basic needs and
psychological needs are met
people want products that represent their values
brands attempt to align themselves with those values
people increasingly have self actualizing needs
word of mouth correct answers social influence and persuasion is far more effective than
advertising
two ways to companies and brands take advantage of social transmission correct answers
influencer marketing
create shareable content (either social media or talk about with friends)
what is a meme? correct answers a ways that ideas spread; viral
word comes with The Selfish Gene; Dawkins 1979
genes are memetic (imitation) devices
his student: The Meme-Machine (Blackmore 1999)
---thoughts, ideas, and messages are also memetic devices; humans are made up of memes
(genes, lil bits of culture, to be shared, humans are the vehicle)
-information wants to be replicated
media as meme (Capella, 2002)
why does some content go viral and some doesn't? correct answers none of the theories are that
great at predicting
two major factors:
-content
-network structure
can't make something go viral; no perfect formula
if you could figure out the recipe, make a lot of money
BUT there are things you can do to make things more likely to go viral
-make participation easy
-activate social norms
-understand your influencers
content correct answers message features
what makes messages shareable
-social currency; what benefits do we get for sharing this? look cool, rich, funny, kind etc
-emotion
-practical value
-a great story; love hearing or telling a great story
-(triggers and visibility)* not a message factor
,viral meme doesn't need all of these factors; just what tends to be there
network structure correct answers diffusion=how the message can spread
"the process by which an innovation"- idea practice or object-"is communicated through certain
channels over time amount the members of a social system"
diffusion depends on:
-social sharing of information; people need to share it; depend on your network
-speed of spread; million people watch over 3 years vs. million in one day
-reach in terms of number of people exposed
-reach in terms of network (bridging)
social network correct answers nodes; dots that represent people
ties; lines between people; connections can be mutual or non-mutual
centrality; how important is a particular person within the network
bridges; clusters within network (i.e. one of your friends has a separate group of friends that you
sometimes hang out with)
network shape (patterns of connections); (i.e. small town, not a lot of outsiders). characters with
clusters, close ties, weak ties
need bridges to go viral, move out of your own network
viral examples correct answers harleem shake
ice bucket challenge; raised 115 mil for ALS
--found a new gene with the money
--went through a channel of athletes and celebrities which went through to everyday people
--bill gates
--Rihanna single most important person, huge network
success is difficult and unpredictable with ads and viral memes correct answers can be wild
successfully, even if its not always clear why
can backfire
advertisers try to make ads that people share and talk about
advertising correct answers occurs in the public sphere in which biz interests, creativity, citizen
desires, consumer needs, and govt. regulation meet
-visible role in shaping social, cultural and economic lief
-frequent target of criticism
--persuasion, propaganda, manipulation, exploitation
ethnical issues in advertising correct answers ethics vs. law
legal does not equal ethical
advertising regulation and FTC correct answers deception, reasonable basis for making a claim,
comparative advertising, endorsements, demonstrations
in the us these laws are dependent on the reasonable consumer
advocacy correct answers ads advocate for things, does it represent the brand and its it good
dove example; you need smoother armppits
accuracy correct answers illegal to be purposely deceptive
lots of ads that make claims that can't be verified in any way
omission correct answers audience members can't ask questions
liquor ads don't mention car accident stats
they aren't lying but they aren't saying the whole story
ie Mcdonalds 100% beef ad (small print not all locations)
Puffery correct answers big mac; reality verses what you see in the commerical
artful display of the big mac in ad
usually short words to make things sound desirable ie just do it
cant be falseafiabilty
acquisitiveness correct answers ads become our obsession with wealth and material, issue when
people can't afford it and buying it would be bad for them
controversial to advertise lottery tickets in low income areas
taste correct answers products
condom ads, sex toys, etc
certain places where theses ads don't belong; hard to find the right space because there ad isn't in
good taste (ie kids tv show)
targeting correct answers example target old people: selling weird packages without providing
lot of info
(our country doesn't care for the elderly as much)
ex. goop; playing on woman's distrust of doctors
is this targeting helpful or just taking advantage?
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