Basic Model of Communication

Basic Model of Communication:

After looking at our Marketing Tool box, I felt as though the basic model of communication should be included. The nature of communication is the number one aspect that marketers are trying to pass through different types of media. The function of all elements of the integrated marketing communications program is to communicate. These definitions suggest that for communication to occur there must be some common thinking between two parties and information must be passed from one person to another (or from one group to another).

Source Encoding

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The communication process begins when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver.This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.

Message

The encoding process leads to development of a message that contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic.

Channel

The channel is the method by which the communication travels from the source or sender to the receiver. At the broadest level, channels of communication are of two types, personal and nonpersonal.

Receiver/Decoding

The receiver is the person(s) with whom the sender shares thoughts or information. Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it.

Decoding is the process of transforming the sender’s message back into thought.

Noise

Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.

Response/Feedback

The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response. Marketers are very interested in feedback, that part of the receiver’s response that is communicated back to the send.

Diverse marketing means more sales!

After last class we talked about how positive publicity is most important in distinguish between firms with higher and lower sales. The effects of negative publicity and advertising are dependent on a firm's existing reputation. For companies with a weaker reputation, positive publicity in tandem with B2C advertising is most high associate with higher company sales.

The balance of positive over negative publicity distinguishes between higher and lower sales:

• Stronger Reputation Firms: advertising plays less of a role vs. publicity
• Lower Reputation Firms: advertising and publicity play roles overall

When you are trying to build credibility for a lower reputation firm you must use all sources of advertising and publicity to generate more buzz.  We also talked about outside marketing, and if it is profitable for lower reputation firms to invest in this type of channel. These companies can absolutely use outside marketing but you would want to stick with a more reasonable form that would be effective and target your audience.

Top-Funnel WOM vs. Tradtional Media ( Promotional Mix)

After class on Tuesday, I thought it was interesting when we connected the Top-Funnel WOM with the promotional mix. Some areas of the promotional mix had a hard time fitting into the funnel. The combination of these two concepts, and the confusion of placement showed me a visual perception on how the world of social media and digital WOM is changing the purchasing funnel.

As Katie Farrell mentioned in class, she tends to use search engines for information first rather than follow the purchasing funnel. The constant changes in the digital world has effected the linear process of purchasing, consumers are now entering the funnel anywhere.

Picture Day: Empirical Generalization Drawings

Empirical Generalization #8 & #10:

In our last class each group of three had to draw and present their visions on the combination of two empirical generalizations. They had to take both generalizations and connect them to each other. There was one group that I found did an extremely good job visualizing there EGs and connecting them to something we are familiar with. There was one group who had EG #8 and EG #10, which was Advertising and USP and Emotional Response and Brand Engagement. This group took both EGs, and connected them together by brand engagement through a unique selling proposition. The USP are based off three characteristics: each advertisement must make a proposition to the consumer, the proposition must be one that the competition does not offer, and the proposition must be strong enough to pull over new customers to your brand. This group propose that the GEICO catch phrase, "15 minutes could save you, 15 percent or more on car insurance", would be misinterpreted if Flo, from progressive, quoted that phrase  using her vocalics. This connection could also be linked with the Attitude Theory Model,

and how emotion and attitudes help drive our decision making model. An important part of creative strategy is determining the major selling idea that will become the central theme of the campaign. There are several approaches to doing this, including using a unique selling proposition, creating a brand image, looking for inherent drama in the brand, and positioning. 

Personally this connection also brought up additional associations for me. A great deal of GEICO and Progressive USP's are connected with non-verbal communication, both of these companies use paralinguistics in their ads. The tone of voice in both of these ads are distinct and is how consumers have an emotional response to their TV advertisements. Overall I thought this was the best connection out of the EGs within our groups. We are all extremely familiar with both of these insurance companies and both of their USPs. 

Team Empirical Generalizations

In our previous class we were assigned a group, where we discussed two empirical generalizations. Our group was assigned with empirical generalization #12 and #24.

Empirical Generalization #12: If the advertisements recently recalled were on traditional media, they were more likely to have left a positive impression than if they were on digital media. If the consumers had a previous positive impression of the brand or product advertised for advertisements recently recalled, the advertisements were more likely to have left a positive impression, regardless of the media.

Our group felt that this generalization pertained to exposure based on media. If a consumer has already been exposed to a certain advertisement, the next time a consumer is exposed to this advertisement the type of media channel can still leave a positive impression.

Empirical Generalization #24: Across all paid, owned and earned consumer contact points, users of brands have 1.7 times higher recall for the brands that they use than non-users buying in the same category.

Our group felt that this generalization was similar to the one stated above, except this focused on contact points in all medias. Both of the generalizations focus on exposure and recall.  Consumers that are more familiar with a brand will have a higher chance of recall.

Does DVR effect advertising?

Value of TV: "Households with DVRS are similar to non-DVR households in the basic measures of advertising effectiveness. ( Recall and Recognition)"

I chose this Empirical Generalization because not only did it trigger many different concepts and terminology, it also triggered the different areas of measuring effectiveness of promotional programs through Television media. A larger majority of Promotional Strategy was based on breaking down the promotional mix, and learning the advantages and limitations of all seven forms of promotion.

Technology is always advancing and always changing, especially within Television media. For example in only 1963 was the videotape machine made, this made instant replay during televised sporting events possible. About 36 years later, in 1999, Tivo and DVR was introduced, these forms of technology allow consumers to have the ability to fast-forward through previously recorded programs. These application programs changed the effectiveness of television advertising drastically. These companies who created these applications noted that advertisers should embrace this type of technology rather than fearing it. Since the marriage of TV and the Internet will make possible interactive advertising and give viewers the ability to purchase products directly from the television screen. Even before these application programs were created consumers were zapping through their television, which is when you're intentionally change the channel to avoid commercials. But since these applications existed consumers can either preform zapping or zipping actions. Zipping occurs when consumers fast-forward through commercials as they play back previously recorded program.

Studies show that some advertisers have changed the position of their messages and logos to adapted to those users who zip through commercials. The most successful ads concentrated the action and the brand’s logo in the middle of the screen, didn’t rely on multiple scene changes, audio or text to tell the story, and often used familiar characters. People were also more likely to remember an ad in fast-forward mode if they had seen it once before live. No matter if a consumer is zipping or watching in real-time recall and recognition still plays a huge part in advertisement effectiveness. Studies have found that there are no significant difference in brand-liked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast food, movies in theatrical release, cars and mobile phones.

Overall I think that this empirical generalization was stating that DVR and non-DVR householders are not dramatically different. A majority of people, no matter if they are fast-forwarding or watching television programs in real-time will engage in their recall and recognition. Recognition is the term
for trying to access a memory of something by prompting with that concept: so a prompt using the actual advertisement, trying to access any memory of having seen it before, is searching for recognition. Recall is the term used when one prompts with a brand name while looking for feedback on the memory of the advertisement; or conversely, prompts with the unbranded advertisement while looking for feedback on the brand that is being advertised.




 

. The good news for the advertising industry is that the study found no significant difference in brand-linked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See more at: http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf

. The good news for the advertising industry is that the study found no significant difference in brand-linked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See more at: http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf

. The good news for the advertising industry is that the study found no significant difference in brand-linked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See more at: http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf

. The good news for the advertising industry is that the study found no significant difference in brand-linked ad awareness or ad recognition between DVR owners and non-DVR owners across four product categories: Fast Food, Movies in Theatrical Release, Cars and Mobile Phones. - See more at: http://www.millwardbrown.com/global-navigation/blogs/post/mb-blog/2006/05/12/No-significant-difference-in-ad-awareness-between-DVR-owners-and-non-DVR-owners.aspx#sthash.SA2H7AUY.dpuf

Post-Class Sept. 8th: Teaching Style

After Tuesday's class, I started to think more about why we were connecting a poem with theoretical marketing concepts. During the reading of the poem I kept trying to ask myself what was this referring to, and why are we reading this. Then it clicked, I was not suppose to be referring to every blessed detail in the poem, I needed to look at the entire picture and relate it to our concepts.

Personally, I have always been a visual and kinesthetic type of learner. I actually attended a technical high school, where I studied Business Technology for three years. This type of school allowed me to utilize and highlight my type of learning styles. Since I attended this school all four years I became accustomed to the type of teaching based off my style of learning.  During my first semester here at Western New England, I felt as though the transition from secondary education to post-secondary education was a slight struggle. Since I  was more familiar with a facilitator type of teaching style, reverting back to an authority and lecture styles was a struggle. Then towards my second semester of my sophomore year I started to notice the professors were becoming more engaged again. It started to be more about connecting concepts and terms rather than lecturing. My marketing professors were starting to shy away from test taking and focus more on participating.

This poem and the connection it had with the concepts and theories we were learning made me feel like I could engage my visual learning skills. I remember back the first day of Principles of Marketing Dr. Elam asked us all to raise our hands if we agreed that marketing was just advertising, and I want to say 95% of the class raised their hands. We came soon to found out that advertising was just a tiny pixel of a bigger picture. By learning how many different things can be taught within in this major, I thought presenting this poem was a great idea. Having a great deal of concepts and theories stringing from Buyer Behavior and Promotional Strategy, it is important for us to be able to engage that knowledge and build upon each other.

The story behind the Elephant and The Four Blind Men was to really show that many people process and learn things differently. Sometimes we need to stop talking, start listening, and collaborate to see the bigger picture. Professor Spotts did a great job by allowing us to display our thought through discussion and illustration. We were all confused by the article because we were reading into to much detail, when we should have been focused on the article as one.

By collaborating with our partners we were able to come up with a visual picture that helped describe the terminology and concepts in the article. Natasha and I were able to feed off  each others thoughts, and come up with our own vision. Once we shared our visual image with the class, the article that was once difficult for us to read the night before became the same image in all of our minds. As soon as we looked at things from a different perspective and from a bigger picture we were able to all come up with the same concept, I think this type of learning will help the class be successful in not only this class but in our future endeavors.