...Chapter 5 lecture: I. INTRODUCTION AND THE NATURE OF COMMUNICATIONS A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages. Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here...
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...ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA USAGE IN ADVERTISING A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Master of Mass Communication in The Manship School of Mass Communication by Emily Fay Mabry B.S., Louisiana State University, 2008 May 2010 ACKNOWLEDGEMENTS The inspiration for this research emerged from the opportunity to live in New York City during the summer of 2009 and intern at a premier digital agency. I would like to thank my committee chair and boss, Dr. Lance Porter, who helped me realize this opportunity and nurture my research interests into a thesis project. His guidance and encouragement over the past two years have helped me in my attempts to decipher my future and achieve success. I would also like to express appreciation to my committee members: Dr. Anne Osborne for her insight into instrumentally combining my research into a seamless product and Dr. Felicia Song for her thorough contribution and dedication to this project. Finally, thanks to my parents who have always supported me in everything I do. ii TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................ ii ABSTRACT ................................................................................................................................... iv CHAPTER 1....
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...This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. All individuals have needs, wants, and desires. The individual’s subconscious drive to reduce need-induced tensions results in behavior that he or she anticipates will satisfy needs and thus bring about a more comfortable internal state. Motivation can be either positive or negative. Innate needs—those an individual is born with—are physiological (biogenic) in nature; they include all the factors required to sustain physical life (e.g., food, water, clothing, shelter, sex, and physical safety). Acquired needs—those an individual develops after birth—are primarily psychological (psychogenic); they include love, acceptance, esteem, and self-fulfillment. All behavior is goal oriented. Goals are the sought-after results of motivated behavior. The form or direction that behavior takes—the goal that is selected—is a result of thinking processes (cognition) and previous learning (e.g., experience). There are two types of goals: generic goals and product specific goals. A generic goal is a general category of goal that may fulfill a certain need; a product-specific goal is a specifically branded or labeled product that the individual sees as a way to fulfill a need. Product-specific needs are sometimes referred to as wants. For any innate or acquired need, there are many different and appropriate goals. The specific goal selected depends on the individual’s experiences...
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...management-research question hierarchy would start with the management question. The dilemma that the publisher faces is knowing whether business publication advertising was generating fewer leads that in the past or not. Because the magazines were experiencing a decline in the use of publication readers the publisher had to make a determination on whether fewer leads were being generated. The publisher also had the dilemma of dealing with many of the publishers not tracking the source of the leads that they received. The next step in the management-research question hierarchy is developing questions that should be asked by the research department. They need to determine if business publication advertising truly was generating few leads than in the past. Secondly, they needed to develop questions that would address the number of responses that were received in ads that were run in different magazines. This company did not address ways to obtain responses by way of the Internet or sending people to their website in order to give responses. Nor did they print a telephone where they could contact some to discuss their responses. Not using the technology that is availability leaves the publishers open to missing on good contacts and not receiving the information that they are in search of. The third step in the management-research question hierarchy would be centered on the investigative process. Investigative questions would be specific questions that the researcher would need to answer to...
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...CHAPTER 4 Consumer Motivation LEARNING OBJECTIVES After studying this chapter students should be able to: 1. Understand the types of human needs and motives and the meaning of goals. 2. Understand the dynamics of motivation, arousal of needs, setting of goals, and interrelationship between needs and goals. 3. Learn about several systems of needs developed by researchers. 4. Understand how human motives are studied and measured. CHAPTER SUMMARY Motivation is the driving force within individuals that impels them to action. This driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. All individuals have needs, wants, and desires. The individual’s subconscious drive to reduce need-induced tensions results in behavior that he or she anticipates will satisfy needs and thus bring about a more comfortable internal state. Motivation can be either positive or negative. Innate needs—those an individual is born with—are physiological (biogenic) in nature; they include all the factors required to sustain physical life (e.g., food, water, clothing, shelter, sex, and physical safety). Acquired needs—those an individual develops after birth—are primarily psychological (psychogenic); they include love, acceptance, esteem, and self-fulfillment. All behavior is goal oriented. Goals are the sought-after results of motivated behavior. The form or direction that behavior takes—the goal that is selected—is a result...
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...Aquarius Advertising Agency Case 1. Goals: The goal of Aquarius is to offer quality services to their clients. They also wanted to reorganize their organization structure to help them improve efficiency, respond to environmental changes and increase communication between apartments. Environment: Aquarius is a traditional organization and has a hierarchy system that makes the company inflexible to change. They need to change this in order to keep their organization alive from other advertising firms (competitors) and current customers changing advertisement firms. Size: Aquarius is a middle-sized firm that offers two services to their clients. They currently have an organization structure that was a hierarchy structure which included upper management, managers and other operational staff. Culture: Aquarius wanted to improve on their communication of their departments so they can sustain and increase their excellence of attracting and maintaining their clients. Technology: Aquarius had many different communication methods and tools to deal with their clients. They contacted clients through email, telephone and made formal meetings with their clients. They also had the technology and software to create ads for televisions, newspapers, the radio, the internet and billboards 2. I think Aquarius should move towards more of a horizontal structure rather than a vertical or traditional (hierarchy) structure. I think they need to integrate their Accounts, Operations...
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...customs and culture. I am going to address three cross-cultural differences that would have to be taken into consideration if my company was to start business here. Labor Force. Hierarchy is greatly adhered to in Japan. In America, the oldest is not necessarily the best person for the job. Not so in Japan. In Japan, hierarchy and promotions are associated with the eldest. The person with the longest employment tenor or eldest member of the team or group would be the one honored and looked up to for advice. There would be major issues in company meetings where Americans could possibly be loud, disruptive, sarcastic, and vocal. Japanese employers would feel offended and disgraced if employees behaved in such manner. There would also be major issues in advertising if the American marketing efforts did not respect such hierarchy. Loud, disgraceful or disrespectful attitudes in advertising could be the difference in why my company would not selling and product, making a profit or gaining any investors. The Japanese do allow for some small degree of error in their customs and traditions, however, you don’t want to seem offensive as soon as you arrive. Sex and Gender. Although women have entered the workforce in recent decades, it does not mean that they would be immediately entitled to hierarchy honor. The office workplace and business are still male dominated. In America, women can be promoted, business owners or visible in the political arena. Not so much in Japan. You are...
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...Theodore Levitt criticizes John Kenneth Galbraith's view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. But Levitt himself not only ends up endorsing selling; he fails to confront the fact that the marketing to our most pervasive needs that he advocates really represents a sophisticated form of selling. He avoids facing this by the fiction that marketing is concerned only with the material level of existence, and absolves marketing of serious involvement in the level of meaning through the relativization of all meanings as personal preferences. The irony is that this itself reflects a particular view of meaning, a modern commercial one, so that it is this vision of life that Levitt's marketing is really SELLING. Golin Grant corporation. If such an expectation sounds fanciful, this may be more indicative of enthusiasm in Levitt's promotion of marketing, than of a misreading of his intent. While he does acknowledge that the marketing orientation has to be balanced by other more traditional selfinterests of the corporation,^ when he lauds the virtues of marketing itself, this note of realism is difficult to detect. The irony is that Levitt's enthusiasm for the marketing mode discloses precisely the tactics and influences that are of concern to critics of marketing, and especially of the advertising portion of its activity.^ 1. Levitt's Quarrel with Galbraith ...
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...marital status. Target audience is specific group of people at which product is aimed at. Target audience determination is important part of the marketing strategy and has a direct impact on the advertising efforts . Examples * CVS Caremark's target market is women since they make up 80 percent of the pharmacy chain’s customers. CVS has marketed its stores to aid women who are constantly multitasking. They recently redesigned 1,200 of its 6,200 stores to appeal to women, including shorter wait times for prescriptions, wider and better-lit shopping aisles, and more beauty products. * If a company wants to sell a diet program for men with heart disease problem the communication may be aimed at the spouse who takes care of the nutrition plan of her husband and child. The companies often develop different marketing strategies for different consumer needs . the process by which they do this is known as target marketing . and it involve four basic steps . THE TARGET MARKETING PROCESS 1) IDENTIFYING MARKETS Target market isolates consumers with similar lifestyles , needs and the like and increase the companies knowledge of their specific requirements.Identifying markets need to aggregate consumers with similar needs. Demand patterns: Do all potential customers have similar needs/desires or are there clusters? Types of demand patterns are: * Homogeneous Demand-uniform, everyone demands...
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...involvement, need for cognition, and level of information search affect the purchase of a new car? THEORY: The consumer buying decision process is a five-stage purchase decision process which includes problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. The problem recognition occurs when a buyer becomes aware of a difference between a desired state and an actual condition.After the consumer becomes aware of the problem or need, he or she searches for information about products that will help resolve the problem or satisfy the need. Repetition, a technique well known to advertisers, increases consumers’ learning. Repetition eventually may cause wear-out, meaning consumers pay less attention to the commercial and respond to it lessfavourably than they did at first. A successful information search within a product category yields a consideration set (aka evoked set), which is a group of brands that the buyer views as possible alternatives.Purchase selection is based on the outcome of the evaluation stage and other dimensions.After purchase, the buyer begins to evaluate the product to ascertain if the actual performance meets expected levels. Cognitive dissonance is a buyer’s doubts that arise shortly after a purchase about whether it was the right decision. REALISTIC: During the daily using a car or a public transportation, he will realize if he need to buy a new car instead the old one or buy a car. After aware the need, he will...
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... Company Overview Carrefamily is a sister concern of APKOM Group. Carrefamily is one of the most modern & largest Super Shops in the city, which have two outlets in Dhaka (Mirpur-11 & Adabor Ring Road). Carrefamily assures all kinds of products of people’s needs under one roof, giving highest attention to maintain product quality & better service to ensure maximum customer satisfaction. Organizational Profile As of October 11, 2012 they only have 2 stores. Carrefamily was launched in March, 2009 with the opening of its first store in Mirpur-11. Their 2nd store was launched in October, 2011 Mohammadpur. In near future they plan to have one more store in Dhanmondi. Description Carrefamily is one of the modern & largest Retail Chain Superstores in the city, which assures all kinds of products of people's needs under one roof. Different kinds of fruits, vegetables, fish, meat, groceries, chocolates, toys, clothing, beverage, food items and a lot more products are available here. Carrefamily always gives highest attention to maintain product quality, especially caring for healthy & hygienic food items including fresh fruits and vegetables. It is successfully providing all the products and services to fulfill the needs of people of different classes, societies, ages and tastes. The only export oriented meat processing company in Bangladesh BENGAL MEAT is available in all Carrefamily outlets. Bengal Meat provides fresh, hygienic and 100% halal meat. They have 260 types of...
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...is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision making process (J.Paul Peter & Donnelly, Ch3, p.49) for Metabical goes through five stages: a) Perceiving or recognizing a need. According to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts. Here Metabical ties in with a variety of needs in Maslow’s hierarchy of needs: the need for belongingness and love for companionship. After all no one likes being excluded. Exclusion can also negatively impact one’s self esteem. So it also ties in with the need for self esteem and self actualization since excess weight negatively impacts hiring, wages, and job promotion. b) Alternative Search: Once the need for love and belonging, and self esteem is recognized the overweight individual collects information from marketing sources like ads, or public sources like newspapers and magazines. The consumer might even ask his health care provider about it. He/she might even ask their overweight friends i.e. group sources who tried many diet drugs before. Then the consumer processes information after having been exposed to it, having been attentive, and having understood and retained its message...
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...VALUE TO MARKETERS ABOUT UNDERSTANDING CONSUMER BEHAVIOR THEORIES AND CONCEPTS Modern day’s business is controlled by Consumers. Large variations in consumer needs and strong competition demands market driven business and marketing plans. It’s the response of Consumers that decides the success of Marketing. Most of the marketers not only avoid theories but also consider them to be irrelevant. They believe that huge experience of Managerial facts and direct observation of consumer’s behavior is enough to succeed. What marketers fail to understand is that experience and observation on one hand and theories on the other hand are inter-linked. By understanding consumer behavior, marketers will be able to investigate and learn consumer’s purchase mannerism and make marketing decisions. 1. INTERNAL INFLUENCES: These are the factors that happen within the consumers. 1.1. LEARNING: Learning is the behavioral change occurring due to the outcome of past experience. Based on Consumers gained experience on purchased and consumed product, they learn about the brands they like and dislike and the qualities they prefer the most. With this experience consumers adjust their behavior for the future. For marketers to understand the learning behavior better, two thoughts are developed – The behaviorist and the cognitive. 1.1.1. Behaviorist Learning Theory: This Theory is concerned with observing changes in an individual’s responses as a result of exposure to stimuli. (Henry...
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...HOW ADVERTISING WORKS Peter Voyer wrote this note solely to provide material for class discussion. The author does not intend to provide legal, tax, accounting or other professional advice. Such advice should be obtained from a qualified professional. lvey Management SeNices prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact lvey Publishing, lvey Management SeNices, clo Richard lvey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, lvey Management Services Version: (A) 2007-08-08 In order to design and implement effective marketing communications, managers must develop a solid understanding of consumer behavior in general, and consumers' interpretation of and response to advertising in particular. Consequently, this note presents a useful perspective on understanding how advertising works from a consumer point of view. The note takes the perspective of the elaborationlikelihood model (ELM) developed by Petty and Cacioppo. 1 Understanding how advertising works is important for students, academics and managers alike. Many marketing and consumer behavior researchers devote substantial research to the study of advertising. Advertising is a...
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...| Executive Summary Every organization has a structure in place that defines the hierarchy and workflow in it. The organizational structure for a company is usually defined keeping business environment and vision in focus. The challenge arises when a company makes a transition to a new business model keeping in view the long term sustainability. The paper explains that there are primarily five major categories of organizational structures, out of which almost all the time one is adopted by a company. We cannot ignore the fact that traditional organizational structures manage the daily activities of running a company well. But with the business getting more and more dynamic, the challenge for a company lies in being flexible and innovative with these conventional structures in place. In this paper we drew inspiration from the award-winning article “Accelerate!” in Harvard Business Review, from global leadership expert John Kotter and came to the conclusion that the existing structures and processed that form the organizations - ” Operating System” need additional elements to overcome the challenges produced by mounting complexity. The solution lies in the implementing a second Operating System with a focus on continuous redefinition of strategy to keep up with market changes. The approach to have second structure emanates out of the idea that an effective organizational structure needs flexibility as essentially as stability. The paper concludes with implementation of the...
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