They use techniques such as contests that encourage consumers to create usergenerated contentand use social media to disseminate it as a way to spread theword about the brand.Using online techniques: blogging/promotion on social media/building webcommunitiesPowerful “pass-along” benefits from consumers talking favorably about the brandand referencing various elements of the IMC program. Findings: consumers are still influenced the most by their conversations withother people and marketers need to find ways to positively influence theseinteractionsNon-loyal customers may be more responsive to buzz marketing campaignsbecause the loyal ones have already told their acquaintances about P/S.
However, marketers still have to identify the best generators of buzz among loyaland non loyal customers: social butterflies/opinion leaders.It should be carefully manipulated and not overused or it might backfire!Word of mouth communication/Buzz marketing/Viral marketing/Consumergenerated marketingEx: viral video Dove campaign for real beautyNon Personal Channels:Channels that carry a message without interpersonalcontact between a sender and a receiver-Mass Media. (Print/Broadcast)Internet: personal/non personal form**Receiver/DecodingReceiver:Person with whom the sender shares thoughts or information.Decoding:Process of transforming the sender’s message back into thought.The decoding process is heavily influenced by the receiver’s frame of reference: Field of experience:Experiences, perceptions, attitudes and values the receiverbrings to the communication situation.For effective communication, the decoding process of the receiver must matchthe encoding of the sender. Common ground! Overlapping.The more knowledge the sender has about the receivers, the better the sendercan understand their needs, empathize with them, and communicate effectively.Understand the frame of reference! (research/pretest)One challenge: age gap between sender/receiver. Advertisers are sometimesunable to connect with younger/older generations.**NoiseNoise: Extraneous factors that can distort or interfere with message reception.+when fields of experience of the sender and receiver don’t overlap.**Response/feedbackResponse:Receiver’s set of reactions after seeing, hearing or reading themessage.-Non observable actions: storing info in memory-Immediate action: dialing or buyingFeedback:Part of the receiver’s response that is communicated back to thesender.Allows sender to monitor how the intended message is being decoded + adjust
Successful communication is accomplished when the marketer selects anappropriate source, develops an effective message or appeal that is encodedproperly, and then selects the channel or media that will best reach thetarget audience so that the message can be effectively decoded and delivered.
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- Fall '15
- Dr. X
- Advertising, Elaboration likelihood model, ELM, traditional hierarchy models