Concepts, Definitions, Models

Communication:
Sending information; information may also be received and this can lead to a change in what the receiver knows, feels and wants to do; ideally there is interaction between participants who send and receive and consequently shape common knowledge, beliefs, values and behavior.
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Creative Concept:
How we tell the proposition to the receiver. (Also see Proposition.)
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Decision-making process roles
Initiator:
Proposes the purchase of a product or brand.
Influential:
Steers the process  into a certain direction.
Decision maker
Makes the decisive decision and shares it with the rest of the group.
Buyer
The person who goes to the shop and actually buys the product.
Payer
Person who eventually pays the product.
User
Person who uses the product. (In a broader sense these could also be passive users, such as people who do not smoke, but do inhale smoker’s smoke. The entire society could be seen as users, as society has to get rid of pollution etc.)
Complainant
This person is motivated and able to put a problem into words, not necessary his own problem.

(Inspired on Floor & Van Raaij 2011 p132-133)

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Domino of Communication Effects Model (Grunig & Hunt 1984):

Domino Grunig Hunt 1984
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Persona:
An archetype of the target audience, it is an invented individual member of the target audience.
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Proposition:
What we want to tell to the receiver. (Also see Creative Concept.)
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