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Lecture 2 – Changing Advertising Landscape: An Introduction to IMC Advertising: is any paid form of non-personal communication about an organisation about an organisation, product, service or idea by an identified sponsor (mass oriented, not at all personal). It used to be effective until recently when: o Mass media losing viewers, readers, listeners o Digital media targets narrow audience o Consumer not content to be passive message recipients o Information obtained from a myriad of sources IMC: the cross-functional business process of developing and implementing various forms of persuasive communications programs with multiple relevant audiences such as customers and stakeholders over time to develop profitable relationships. o The goals: Short-term financial returns Long-term brand awareness Preference o 4 elements 1. Affects behaviour 2. Considers all contacts: use forms of media relevant to the audience you are targeting 3. Begins with the customer: work back to determine what messages will be most persuasive for them 4. Achieve synergy: coordinated message across media forms Value: a customer’s perception of all the benefits of a product or service o Functional: attempt to fulfil the consumer’s consumption related problems (Dollar Shave Club) o Symbolic (or psychological): fulfil a consumer’s desire for self-enhancement, group membership (Gucci) o Experiential: represent a buyer’s need for sensory pleasure, variety and cognitive stimulation (Crown Casino) Lecture 3 – The Communications Process I Encoding: a massage is a communication containing information or meaning that a source want to convey to a receiver o Three components of every message: Object: the product Sign/symbol: sensory imagery that represents the intended meanings of the object Interpretant: the meaning derived (sexy, glam) o Symbolic meaning o Cultural meaning (Italian = style/fast cars) o Figurative language (simile, metaphor, allegory) Channel message: the method by which the communication travels from the source or sender to the receiver o Personal: WOM o Non-personal: print media, broadcast media Decoding: the process of transforming the sender’s message back into thought o Heavily influenced by the receiver’s frame of reference or field of experience (perceptions, experiences they have). Noise: extraneous factors that create unplanned distortion or interference in the communication process.