...Marketing Research and Promotional Message Marketing Research and Promotional Message After conducting research on working moms, there were a lot of facts that were revealed about their consumer needs, perceptions, and attitudes within this group. The workforce is on the rise with mothers today. This is also becoming the trend globally. The market has to be ready to have the things that working mothers are using and doing on a daily basis. "Research suggests that women make the vast majority of household purchase decisions" (DeSimone, 2011). Companies have now become aware of the working moms in the workforce, and they are advertising many products towards them. In today's society, the consumer needs of working moms are much different than that of the average consumer in the workforce. Because a working mom is the driving force in any home, she is the one that the family depends on for many things. "That means meals as well. Stouffer realizes this and have created meals where parents can sit down and eat dinner with their children with the let's fix dinner meal plan" (Wong, 2010). As a working mom, there will be times that they will not be able to prepare meals and Stouffer's realize this and has created several meals to market that idea. "The company spent seventy-one million dollars in advertising its products" (Wong, 2010). Another need that working moms may have, and many do is the convenience to breastfeed or pump. If women are nursing their baby...
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...Marketing Research and Promotional Message PSY/322 September 30, 2013 Joanna Bauer Marketing Research and Promotional Message The 2010 Census reported that teenagers make up about 14% of the total United States population (ACT for Youth Center of Excellence, 2013). This 14% represents one of, if not the most multi-culturally diverse groups of consumers and is the ideal targeted audience for most companies in the United States today. There is no doubt about the buying power of teenagers, it is for this reason that companies must be very precise about who they are targeting for their products. In 2001, teenagers spent an average of $104 a week, which totaled around $172 billion dollars that year (National Consumers League, 2013). Introduction In the economy of today, teenagers are a sizeable and easily identifiable market segment, eager to buy, able to spend, and easily reached (Schiffman, Kanuk & Wisenblit, 2010, p. 55). Value is very important to teenagers and is apparent with the sudden rise of social networking in which connections with family, and friends are being maintained longer than ever. Teenagers make...
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...Marketing Research and Promotional Message PSY/322 Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are much different than those of other generations due to the changing expectations of society. Attitudes and perceptions of teenagers are primarily geared towards them obtaining popularity. It is essential for marketers to keep this in mind when advertising to them. If their advertisements are not appealing to the mindset of teenagers, they are most likely going to go with another brand that ensures them popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services” (Schiffman and Kanuk, 2010, pg. 392). Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones. Teenagers seem to be very into brand names, such as brand name clothes and brand name cars. Many teens buy clothes and other goods based solely on the name on the tag. They do not really care how much it costs or how it looks, but more so what name brand it is. Schiffman and Kanuk (2010) state, “Moreover a recent survey of 13-to 17-year-old teens found that they have 145 brand-related conversations a week, about twice the number of adults” (Sschiffman and Kanuk,...
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...Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are far more diverse than those of other generations due to the constantly changing popular culture of today’s society. Attitudes and perceptions of teenagers are primarily driven by the need for popularity, success, and acceptance. It is essential for marketers to keep this in mind when advertising to them. If advertisements are not appealing to the mindset of teenagers and do not strike a chord with one of these basic needs, teenagers are likely to spend not only their money, but influence their parents to spend their money on a different brand that is more likely to garner them praise and popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services.” Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones, tablets, and MP3 players. Teenagers seem to be very intent on owning brand name clothing, phones, cars, and many other items. Many teens choose to make purchases based solely on the brand name on the tag, rather than basing them on any kind of research or product knowledge. They do not really care how much it costs, performs, quality of the product, or how...
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...liquor advertising around universities that are popular with Hispanics and Blacks. This paper will discuss research on minorities utilizing secondary sources, summarize and identify consumer needs, perceptions, and attitudes; and concluding with an explanation on how minority consumer needs, perceptions, and attitudes may be used to create marketing communication messages to include two examples. Statistics state that in 2010, the Hispanic market was noted for being larger minority representing 16% of the United States population with African Americans at a close second representing 13% of the United States population. Smart advertisers understand that these ethnic and racial markets are lucrative and strategic marketing is important. But there are many advertisers that put forth little effort to target these groups. Multicultural marketing may only change the spokesperson from being Caucasian or portray a sad story to depict a minority situation. The advertising world often overlooked minorities all together. In order for advertising messages to reach minority groups, the advertiser must structure messages to resonate to each group differently. American brands such as Campbell’s or Ford, are well received by all minority and majority consumers due to having similar experiences with these brands. But when a luxury brand is introduced; such as Rolex, minorities had a different perception than the majority. These luxury brands often overlook minority consumers when...
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...communicate and is changing the type of messaging strategy organizations use. Once they have developed products and services, organizations must communicate the value and benefits of the offerings to both current and potential customers in both business-tobusiness and business-to-consumer markets. Integrated marketing communications (IMC) provide an approach designed to deliver one consistent message to buyers across an organization’s promotions that may span all different types of media—TV, radio, magazines, the Internet, mobile phones, and so forth. For example, Campbell’s Soup Company typically includes the “Mm, mm good” slogan in the print ads it places in newspapers and magazines, in ads on the Internet, and in commercials on television and radio. A company’s ads should communicate a consistent message even if it is trying to reach different audiences. For example, although the messages are very similar, Campbell’s uses two variations of commercials designed to target different consumers. Watch the two YouTube videos below. You’ll notice that the message Campbell’s gets across is consistent. But can you figure out who the two target audiences consist of? Changes in communication technology and instant access to information through tools such as the Internet explain one of the reasons why integrated marketing communications have become so important. Delivering consistent information about a brand or an organization helps establish the brand in...
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...1. Communication is a vital tool that moves messages and stories from place to place and from people to people. In the next 5-10 years, my goal is to become a skilled multimedia and multiplatform communications professional who is up to date with the latest communication technologies. I want to be adept in my ability to understand and differentiate audiences and the messaging that best suits them. I hope to accomplish this goal by working in settings where I can learn from peers, colleagues and mentors as well as have the freedom to create and explore new strategies that use both creativity and insight to relay stories and messages. 2. My experience writing informational and promotional copy includes my time writing for the City of Arlington, Texas. For the city, I have written advances and promotional article about performances, sports competitions and entertainment guides. The latest promotional piece I wrote informed locals and visitors about the Special Olympics Texas Summer Games that took place in Arlington May 26-29. When it comes to informational and promotional writing, it is important to relay the who, what, when,...
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...1. What communication type avoids conflict and focuses on facts and details rather than the big picture? They may be perceived by others as unemotional and nonchalant. • Argumentatives • Sympathetics • Systematics • Directs 2. A criticism of social media is that it • is only available to the media savvy. • contributes to the decline in writing and language skills. • leads to separation of the haves and have-nots. • leads to information overload 3. In Korean culture, a business deal is dependent on contractual information as well as how the parties perceive each other’s values and ethics. According to Edmund Hall, this behavior exhibits the theory of • proxemics • low-context cultures • Ethno-centricism • high-context cultures 4. Your supervisor sends you an e-mail requesting an article for the employee newsletter about company loyalty. You write the article featuring customers who are brand loyal. Later, your supervisor criticizes you for not writing about the topic that he requested. After a face-to-face meeting, you realize that he wanted you to write about employee loyalty. This is an example of what type of noise? • Unwanted • External • Semantic • Internal Want more details? Download now COM 537 Final Exam 5. The head of the holiday party committee at your office is trying to set a location for the event. The committee chairperson announces three choices for members to vote on. When Erin hears that the Boar’s Tavern is one of the choices, her...
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...Communication in the Workplace Regardless of the environment in which one works, communication is always vital and a key factor of success. Communication happens both physically and verbally and is absolutely essential if you want to inform someone about something. Communication has two main components, sending out a message to someone, and ensuring the message is received correctly to the other member of the conversation. It is therefore fair to say speaking and listening are vital to effective communication. I will talk about how effective communication is needed in my current position, as well as the future. Computer Science is the name of my degree choice. Once graduated, I intend on becoming an Information Technology Consultant. The position will be on a contract basis, meaning I will only be employed by a company for a period of time, until a certain project is finished. If my help is still needed within the organization, then an extension may be drawn. Otherwise I will move on and work with another organization. Although the role seems temporary, the pay will make up for this. The main thing that is carried forward is my experience. Alongside experience, my communication with the other members of the organization is extremely important, as a lot of jobs in this industry are promoted via ‘word of mouth’. If I am an effective communicator, I will be able to get a lot of recommendations and will be successful in the industry. If I am not an effective communicator then...
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...the least frustrating. Effective communication incorporates the basic elements of communication by making sure that the person receiving the information from the sender understands what is being said. “Effective communication plays a vital role in the success of every professional and personal relationship.” (Todd, 2013) There are five basic communication models that consist of the sender, the receiver, the message, the channel, and the feedback. These five basic elements can be used in several different ways such as public speaking, interpersonal relationships, media development, and business relations. The basic elements of effective communication can differ from the basic rules of communication. In health care communication can play a very important role in patients’ health care decisions and the way the information is conveyed through each component. When it comes to health care “effective communication involves more than understanding information that is being conveyed. How a person understands and receives a message are two different things therefore understanding feelings, thoughts,...
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...| “Don’t Just Talk, Be Heard!” | Midterm Paper | | | 3/25/2012 | ------------------------------------------------- Don’t Just Talk, Be Heard! The book I choose to read for my midterm is entitled, “Don’t Just Talk, Be Heard: Closing the Gap Between What You Say and What People Hear” by David L. Levin. David addresses the issue of the communication gap. The message that is intended might not be the message that is received. In this short little book, which is packed with information on overcoming the communication barrier, the author helps the speaker or leader realize some of the common problems in the process of communication. There are several helpful little tips that will make the speaker more aware of how to connect with people. This applies to preaching as well as working a room during a meeting. It teaches the skills of "handing off," "Listening for emotions," "using enthusiastic vision," and "learning to facilitate instead of dictate." These are all helpful tactics. Also, taught in this book is ways to avoid some of the major communication disconnects. It discusses such topics:"negative assumptions," "talking about yourself," "talking too much," "using jargon," and "defensiveness and blame." Through out the book the author uses several case studies which are a fictionalized composite of people whom he has worked with as a communication coach to better explain what causes communication gaps, to teach practical ways to close them, and to show the differences...
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... * * * * * * * * * * Discussion Questions * * What suggestions would you offer a new employee to help them effectively communicate in your workplace when meeting face-to-face, sending an e-mail, and during a meeting? * * The first suggestion that I would and I usually give to new employees is the basic tasks we do at work and most definition and most common questions or situations he or she will be caught on. * * What would be the most effective channel to communicate with your boss? Why is this? Why are other channels less effective? * * In my job the most effective channel to communicate is in person the reason is because it is quicker and sends the message faster and more effectively. * * What do you consider to be the most important features of an effective communication? Explain your choices. * * * The most important feature of communication at a work environment is having every employee well informed of any information updates and to have everyone working as one team and well communicated to work more effectively. * * You are preparing to write a formal report to be presented to the management at your workplace. What are some potential needs for the audience that you should be aware of when writing the report? What are the risks of not considering the needs of the audience? When presenting a report it is important to have all information complete as far...
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...music to send messages. Sharing information that keeps business and factories running, helping people in trouble, paying bills, transportation, and food supplies, and more. If people continue to rely on text messages and email to communicate, then people would run the risk of never really being understood, which creates the potential for unnecessary conflict. During the past, daily planners determined communication and it is still evolving as a whole new level to communicate to one another. Communication has been emphasized in the future. The field of communication has always been powerful and had its own histories of adapting through time with difference audience of literacy. SMS or short message system was developed in the mid 1980’s that became a method to exchange 160 characters that is received in a mobile phone. An article from EbscoHost, “Mobile Text Messaging: An Emerging Market Tool” by Mannappa Omkareshwar states that in today’s society, text messaging is mostly known by sending messages rapidly. He also states that text messaging one of the examples that involves a system of sending invitation. This has become a popular of communication inside and outside the United States. When having face-to-face conversation we are able to see eye contact, body language, and voice to get the message through immediately. But over the phone, when typing a message with poor grammar, the message will be interpreted in a different way the receiver reads the message. An article...
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...University of Phoenix Communication Plan 1. Select the most appropriate channels to communicate the change to the employees, and explain why you selected these channels. Communication Channels | Rationale to your selection | Initial Meeting | -Allow everyone introduce themselves -Build some trust and rapport-Networking-Will be face-to-face-Will be a onetime meeting | Project Meeting | -Meeting will be weekly-Face-to-Face or Conference Call-Review the status with the team | Project solutions Meeting | -Meeting will occur as needed-Discuss project barriers and solutions-Develop and implement of new programs or projects-Will be face-to-face | Monthly Status Meeting | -Will be face-to-face or conference call-Report the status to upper management-Well occur monthly | Monthly Reports Meeting | -Channel will be thru email, fax, or memos-Will go over reports such as; cost, issues, and progress | 2. Identify the potential barriers to effective communication and strategies for overcoming the barriers. Potential Communication Barriers | Strategies to Overcoming Barriers | Information Overload | -Listed above are a lot of meetings and employees will get overwhelmed with information that is important? - A solution for this is to have an employee take notes for each department and send them in an email for referencing. | Communication Apprehension | -Some employees may not be comfortable in a face-to-face or with written information. -A solution for...
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...Chilean Mine Collapse Trapped in a mine for months is unimaginable. People wondering are their survivors and how the family will take the news. Many people are asking questions and so many people are waiting on responses. Communication takes center stage in this instance. Communicating such a tragedy to the families, certain steps need to be put in place. Consideration is to be taking when delivering a message to different audiences. The families of the Chilean Miners and the company’s employees are important when communicating something that will change lives. Consideration is important because remembering the different roles of people in the audience. Effective communication is vital. It is relevant the messenger considers and understands the features of the audience receiving the message. For an example, the miners, families, and media are important when the message is in preparation. There are different characters of people in the audience and how they receive the message is important. In this event, the person delivering the message must have readiness for questions and feedback. The potential needs of the family members are to make sure that the family is together when tell the family about the tragedy and the truth regardless of how much information that the team have at that present time. Some line of communication needs to be in place between the team and the families. The families would be told the news first, before the media gets it. The team in charge...
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