HOC VIEN CHÍNH TRI-HANH CHINH QUOC GIA HO CHi MINH HỌC VIỆN BÂO CHÍ VA TUYEN TRUYEN
ĐỈ TĂI KHOA HỌC CÂP CƠ SỞ
TRUYEN THONG TIĨP THỊ TÍCH HỢP
Trang 2CONTENTS 3798/0727 10707 1 LECTURE 1: INTEGRATED MARKETING COMMUNICATION AND 0921249): 0008:): 7000 077 5 — TC Whafs IMC -5-s2e°cseoeecaeseeeeeeressrseeasersrastsersesersetssssersreersrsseosỔ
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LECTURE 2: BUYER BEHAYVOR -ĂĂSĂsÇĂSsẰỲS H91 c9 11160 80066 06 17 I Consumer behaviOr . -s s<s<esevsse92ESeeEEeseteserereresrekseerserrserdee 17 1 DefinitiOI oss se 5 5 e5 SH 80998068906689089499609000899008040680000009400800900 17 2 Consumer — decision making <5 << c s66 555559556 988596586663658689566606806 17 3 Trend affecting consumer buying behavViOF -ss5<55<<<<s<<sSssesseee 21 I _ Maslow?s hierarchy oŸ needS -o sssessssS S9 H90 900006006080460088560 0856 22 LECTURE 3: PERSUASION THEORY . .-5 555555 S<SS5<S55es,5 25
Trang 3II) 26
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2 Narrative Paradigm - s -es-sseesessesssrsessssesseessneesesssrsnrrsrsaaOỦ 7
LECTURE 4 & 5: ADVERTISING MANAGEMENT «-<<-° 32 Lˆ Advertfising Introductfion . -<<-<<<sseseseesessessesessesseeseseeeeeeeesseeeee 32 1 The role of Advertising in [MC «-5<55<<<Ă<5<655665556565855588558555008850 32 2 Types of AdVerfiSỈng -«o-<ses<ss<esesesee238608000000000000000000080800P 34 H Message appeals e-eeseeseereserssreiseseeesrrere S988 999600888999888 40
TIL MEDIA STRATEGY . - 444020 xxxessarrssesasssstetnentree 44
1 Advertfising obj€CfÏVeS - -esesesssesesessssesneeeseeeeA0010001000 44 2 Media Selection ssesessĂĂ55551569535090686881803648030852068493000000008006 l4ssessse 46 3 Alternafive medÏa .sesesseeseeeseeesessessesssae sessussssssssosssoseconsensensceasees 48 LECTURE 6: PUBLIC RELA TIONS -<<<<5<556<<5.Ssssseessseee 52 I Public Relations in IMC c.ccccsssccscsscssesessccccscccccesscoscssentceessserssssnsasens 52 1 Identifying organization’s stakehoÌd€rFS «<< s55 <<<e5<<°Ă995555see 52
2 Publieify e c ee-cci-eereee.eeerertrrrrtrtrrtterrrtrrrrrertrtrtrtrrrrrerrrrerrre 53
3 Image and Reputation Management S9 8094988996608989958888885850086894 54 II Sponsorship or event marketing: 1 Definition: .:sssssssssssssssserseess 55 2 Benefifs to sponsoring ©V€nIfS: . <<<esssesessessesesesseseseeeeseeeeeeneeesee 55 3 Some typical areas of Sponsor ©V€TS: eseseeeeseeeseseesisesssssaessesae 55 LECTURE 7: DIRECT MARKE TTNG . -<-<<°<<<<sessessessesssessesessese 60 I Direct Response Marketing . -< =seseeessesesessssesseseseseesesseesssee 60 1 De fimition .sccssscssssssscccsscscccsscssnnecssscencssassscessssecoenscsscccsscnsoaneseosersenses 60 2 Methods of direct marketing .cccsscssssssssssesersecssescercsscerssssceeessnsees 61
Il Database in đirect marketing . <-s< 5< =seseesersessrsstsesssaenstsrsrsersee 62
Trang 5PHAN MO DAU
GIAO TRINH NOI BO
1 Tĩn hoc phan: Truyĩn thĩng tiếp thị tích hợp ~ 2.86 don vịihọctrnh4 7”
3 Mục đích môn học: Giúp sinh viín tiếp cận vă tìm hiểu với câc thuật ngữ vă kiến thức của câc hoạt động truyền thông tiĩp thi (IMC) bang tiếng Anh, tiến tới học chuyín ngănh băng tiếng Anh nhằm có khả năng tự nghiín cứu vă tìm hiểu xu hướng, hoạt động truyền thông tiếp thị tích hợp hiện đại
4 Yíu cầu:
© Về trí thức: Cung cấp cho sinh viín một số hiểu biết nhất định về câc
hoạt động IMC bằng Tiếng Anh
° về kỹ năng: Nhằm luyện cho sinh viín một số kỹ năng đọc, hiểu vă
thuyết trình
5 Phđn bổ thời gian:
Học phần gồm 60 tiết, tương đương với 4 đơn vị học trình Mỗi băi gồm: e Phần đọc hiểu
e Phần băi tập thực hănh
6 Giảng viín: Một số giảng viín trong Khoa QHCC vă QC
| 7 Điều kiện tiín quyết: Học sinh đê có 3 năm Tiếng Anh ở bậc Trung học
vă đê hoăn thănh xong phần tiếng Anh cơ bản của Học Viện BC&TT 8 Tổ chức vă đânh giâ môn học: Có 3 hình thức đânh giâ:
e Điểm chuyín cần: 10% điểm
e Thuyết trình theo nhóm : 302% điểm
Trang 6TT Noi dung Tổng số tiết
LECTURE 1 INTEGRATED MARKETING COMMUNICATIONS AND CORPORATE BRAND
fd What?sIMC ~ II 2 Wide variety of media are 1
available for communications -“Brand Touch points
3 Marketing Communication 2
Planning 1
4 Brand and Branding LECTURE2 | CONSUMER BEHAVIOR
I _ Consumer behavior 3
1 Definition
2 Consumer-decision making
Il Maslow's hierarchy of needs 2 LECTURE 3 COMMUNICATION THEORY
I Communication 2 5 Definition
6 The nature of communication
II Persuasion theory 3 1 Cognitive dissonance theory
2 Narrative paradigm
LECTURE I Advertising Introduction 2 4&5: 1 Definition and the role of Advertising in IMC
ADVERTISIN | 2 Types of Advertising
Trang 7MANAGEME | 1 Musical NT 2 Sexual 3 Humor 4 Fear 5 Rational 6 Emotional 7 Scarcity III Media Strategy 1 Advertising objectives 2 Media Selection
LECTURE 6 | PUBLIC RELATIONS | I Public Relations in IMC | 1 Identify stakeholders
2 Publicity
3 Image and Reputation Management II Sponsorship or event marketing
1 Definition
2 Benefits to sponsoring events
3 Some typical areas of sponsor events:
i |
LECTURE 7:|I Direct Response Marketing DIRECT 1 Definition
MARKETING | 2 Methods of direct marketing II Database in direct marketing
1 Building a database 2 Update all information
LECTURE 8: | ALTERNATIVE MARKETING AND PROMOTIONS
Trang 8I Alternative marketing 5 1 The Internet 2 New Media 3 Social media marketing platforms II Promotions 1 1 Buy 1 get 1 2 Voucher 3 Coupons
4, Trade shows and Exhibition
LECTURE9 |INTEGRATED MARKETING COMMUNICATION 10
PLAN |
1 Reviewing the marketing plan 2 Selecting target audiences
3 Setting communication objectives 4 Matching media options
LECTURE 10 | REVIEW ISSUES 5
e Thi vấn đâp: 60% điểm
eMarketing mix and its elements (Product, Price, Place and Promotion)
e Promotion: PR, Adv, Sales Promotion,
Packaging, Point of Purchase, Direct Response, Interactive marketing, Direct Marketing and Special Events
e IMC audience-touch points e Advertising clutter
e Brand and brand equity
eRoles of Advertising in an IMC program
eMessage appeals and types message appeal in
Trang 10LECTURE 1: INTEGRATED MARKETING COMMUNICATION
AND CORPORATE BRAND
In the early years of IMC thinking, despite the feelings of many marketingmanagers that advertising agencies may not have been the | bestplanning catalyst for IMC, they did play a major role in providing andmanaging these initial attempts at integrating marketing communications The marketing communications industry has always beenmade up of a variety of specialty groups, almost by default traditionaladvertising agencies took the lead in the IMCs planning for their clients 10 Strategic Integrated Marketing Communicationbrands The reason was simple The vast majority of a company’s communicationbudget was usually with an advertising agency But today, there has been a virtual explosion in the number of new agencies devotedto some aspect of marketing communication, fueled in a large part by the(unfortunate) trend toward an ever increasing emphasis on promotion,as well as alternative ways of delivering messages such as ‘new media ’ Unfortunately, this only complicates the ability to develop and managesound strategies for IMC
I What’s IMC
We might briefly define IMC as the planning and execution of all types of advertising-like and promotion-like messages selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘ positioning ’ We believe strongly that the key to IMC is planning , and the ability is to deliver a consistent message
Trang 11“Integrated marketing communications is the process of developing and implementing various forms of persuasive communication programswith customers and prospects over time”
IMC considers all sources of brand or company contacts that a customer
~ or prospect has with the product or service as potential delivery channels
- for future messages Further, IMC makes use of all forms of communicationwhich are relevant to the customers and prospects, and to whichthey might be receptive In sum the IMC process starts with the customeror prospect and ‘then works back to determine and define the forms and methods through which
persuasive communications programs should be developed
This definition, while more elaborate than ours, is still basically addressing the need for overall communication planning It is critical to consider IMC as a process, not a ‘thing *.The goal is to generate both short-term financial returns and build long-term brand and shareholder value
Il Wide variety of media are available for communications -“Brand Touchpoints”
Trang 12Traditional approach to
Trang 13
Contemporary IMC approach Sales Packaging promotion : Interactive “ imarketing marketing
_ From these two diagrams above, we could see a number of reasons causing to the change of IMC practice From market factors, those are listed as the most popular to the rise of IMC: ® consumer empowerment e changing demographics -e altered lifestyles e market fragmentation e technology
e advent of electronic communications devices
From industry factors, there are reasons contributed to the rise of
IMC:
e increasing professionalism and competition among agencies and marketing communications service providers
Trang 14-© marketers began to redefine their activities in a more strategic and coordinated manner
* consumer’s “perceptions of brands as a synthesis of the bundle of _messages received or contact points with.a brand _
We have seen the rapid growth in IMC practices as the result of accelerating development of media from media advertising to multi form of communication, from mass media to specialized media, from manufacturer’ dominance to retailer dominance, from general focus to data-base marketing,
Trang 15Il Marketing Communication Planning
How to write a marketing and communications strategy
Bringing together all elements of the marketing mix to make a positive impact on target audiences, here’s a simple accessible guide to creating future
- campaigns and a communication strategy - 1 Objectives
What do you want to achieve?
Concentrate on setting out one or two (certainly no more than three) objectives The following questions may help you think
about these objectives:
— What do you hope your communications efforts will achieve? — What will be different as a result of your communications? — How will it change people’s awareness, knowledge, attitudes For example:
Example — ‘General’ objective
Build awareness about the cost-effectiveness of social work interventions for patients with depression |
Example — ‘Measurable’ objective
Persuade the local health system to adopt changes in its x% of reimbursements for social work interventions for patients
2 Audience
Identify, understand and prioritise
In order to achieve your objectives, who do you need to engage and communicate with
Trang 16resources, prioritise yourapproach List the most important as ‘primary’ i.e those who are the main audience, the one that is most critical
3 Use an ‘evidence-based’ approach
Put your audience at the heart of the process.We highly recommend an
“evidence-based approach’ to support successful devising and implementation of a marketing and communications strategy
What do we mean? Simple — rather than trying to guess and understand your audience in order to maximise the success of meeting your communications objectives, simply ask a sampling what they think and want Put the audience at the heart ofall you do
4 Key messages
A message can be the mission statement of your brand; it can reflect what your organisation does and believes; it may eference a specific campaign and an activity as part of that initiative
Barriers to success can range from micro to macro, local to national; it may be related to political change and how policy development may affect your — organisation’s funding; it could be on a local level and the difficulty of staff recruitment etc Keeping it simple and realistic, list the top three barriers to overcome, and for each an idea of the solution
5 Here’s a simple example:
Barrier: As part of a campaign to connect to over 60’s in West London and drive
Trang 176 Tactics: communication tools
Develop high impact tactics to communicate the message to your audience in a memorable way
e Local media PR — engagement with media to secure
editorial e.g survey, photo call, press release on your story e Social media — e.g CEO updates on Facebook, Twitter
comment
e E-newsletter (and/or hard copy dependant on preferences of your target audience)
e Online website presence
e Taster sessions — experiential marketing i.e something - your audience can experience
e Small group presentation e Conference speeches e Authored articles
e Sticky marketing e.g merchandise e Targeted email shots
e Digital — e.g three minute film on ‘who we are’ e Leaflets and postal distribution
7: Evaluation
Trang 18received Applying this to both the development of your ideas and
measurements of your campaigns It afterwards will ensure a robust approach 8: Communicating your positive impact |
You’ve created a successful strategy, and implementation has contributed
to reaching all your goals and objectives What next? Make sure you communicate to the people that matter to you the impact of your success — what you did, how you did it, who for, when and where This is a fantastic opportunity to drive awareness of your organisation to existing supporters and importantly potential new ones Thinking about where you’re at as an organisation, consider the benefits to shouting loud about what you’ve done and what you’d like to achieve in future, e.g.; diversify funding streams, build credibility amongst your peers etc
https://www.nominettrust.org.uk/sites/default/files/NT%20Marketing%202
_ How%20to%20Write%20MarCom.pdf
IV Brand and Branding 1 What is a brand
e A brand is a perception resulting from experiences with, and information about, a company or a line of products (Duncan, 2005)
e A brand can be defined as a name, symbol, logo, trademark and so forth that identifies and differentiates a product or service (Keller, 1996)
A brand is more than a product or service A brand is what differentiates a product from its competitors Brands have tangible and intangible qualities The value of a brand is derived from both the marketer’s activities and the consumer’s activities.Facets of brand includes brand name, brand identity, brand symbols and packaging |
| 2 Brand Equity
While there are almost as many definitions of brand equity as there are
people talking about it, almost all will have in common the idea that brand equity represents an added value to a product, a value that goes well beyond the
Trang 19objective characteristics of the product itself (Elliott: and Percy, 2007 ) This added value quite literally makes the brand name itself a strong financial asset to the company marketing it It does this because a strong brand equity means that a brand is well known, is positively associated in the mind ’s of consumers, is
seen as “ better ’than other brands, and is likely to have a strong core of loyal users This in turn ensures better distributors and strong demand
DISCUSS QUESTIONS
1 Analyze ‘the role of integrated marketing communications in the recruitment efforts of various branches of the military such as the U.S Army How can each element of the promotional mix be used by the military in its recruitment marketing?
2.Discuss the role integrated marketing communications plays in relationship marketing How might the mass customization of advertising and other forms of marketing communication be possible?
3 Choose a company or organization and discuss how it communicates with its customers at the corporate, marketing and the marketing communications levels
4 Discuss how the integrated marketing communications perspective differs from traditional advertising and promotion What are some of the reasons more marketers and more companies are taking an integrated marketing communications perspective in their advertising and promotional programs?
References
Caywood , C., Schultz , D.E , and Wang , P.( 1991) Integrated Marketing Communications: A Survey of National Consumer Goods Evanston, IL: Department of Integrated Advertising/Marketing Communicators, Northwestern
University | |
Trang 20Duncan , T.R.and Everett , S.E.( 1993) Client perceptions of integrated _marketingcommunications Journal on Advertising Research, 33, May/June , 30
— 39
Howard , J.A.( 1977) Consumer Behavior: Application of Theory New
~ York : McGraw-Hill % "1 re
Kotler , P.( 2003) Marketing Management: Analysis, Planning, Implementation and Control , 11th edition, New York : Prentice-Hall p 563
Kotler , P , Armstrong , G., Saunders , J., and Wong , V.( 1999) Principles of Marketing , 2nd European edition , Europe: Prentice-Hall
Marketing Week (2002) Everyone wins integration game, 18 April Pickton , D and Broderick , A.( 2005) Integrated Marketing Communication , 2nd edition, Harlow, England : Prentice-Hall p 25
Trang 21LECTURE 2: BUYER BEHAVOR
I Consumer behavior 1 Definition
when searching for, selecting, purchasing and using, evaluating and disposing of products and services so as to satisfy their needs and desires
2 Consumer — decision making
“Stages in the Consumer’s Purchasing Process” outlines the buying stages consumers go through At any given time, you’re probably in some sort of buying stage You’re thinking about the different types of things you want or need to eventually buy, how you are going to find the best ones at the best price, and where and how will you buy them Meanwhile, there are other products you have already purchased that you’re evaluating
Trang 22Stage 1 Need Recognition
Perhaps you’re planning to backpack around the country after you graduate, but you don’t have a particularly good backpack Marketers often try to stimulate consumers into realizing they have a need for a product Do you
think it’s a coincidence that Gatorade, Powerade, and other beverage makers” ~~~ locate their machines in gymnasiums so you see them after a long, tiring
workout? Previews at movie theaters are another example How many times have you have heard about a movie and had no interest in it—until you saw the preview? Afterward, you felt like had to see it
Stage 2 Search for Information
Maybe you have owned several backpacks and know what you like and don’t like about them Or, there might be a particular brand that you’ve purchased in the past that you liked and want to purchase in the future This is a great position for the company that owns the brand to be in—something firms strive for Why? Because it often means you will limit your search and simply buy their brand again |
If what you already know about backpacks doesn’t provide you with enough information, you'll probably continue to gather information from various sources Frequently people ask friends, family, and neighbors about their experiences with products Magazines such as Consumer Reports or Backpacker Magazine might also help you
Internet shopping sites such as Amazon.com have become a common source of information about products Epinions.com is an example of consumer- generated review site The site offers product ratings, buying tips, and price information Amazon.com also offers product reviews written by consumers People prefer “independent” sources such as this when they are looking for product information However, they also often consult nonneutral sources of information, such advertisements, brochures, company Web sites, and salespeople
Trang 23Stage 3 Product Evaluation
Obviously, there are hundreds of different backpacks available to choose from It’s not possible for you to examine all of them (In fact, good salespeople and marketing professionals know that providing you with too many choices can
be so overwhelming, you might not buy anything at all.) Consequently, you develop what’s called evaluative criteria to help you narrow down your choices
Evaluative criteria are certain characteristics that are important to you such as the price of the backpack, the size, the number of compartments, and color Some of these characteristics are more important than others For example, the size of the backpack and the price might be more important to you than the color—unless, say, the color is hot pink and you hate pink Marketing professionals want to convince you that the evaluative criteria you are considering reflect the strengths of their products For example, you might not have thought about the weight or durability of the backpack you want to buy However, a backpack manufacturer such as Osprey might remind you through magazine ads, packaging information, and its Web site that you should pay attention to these features—features that happen to be key selling points of its backpacks
Stage 4 Product Choice and Purchase
Stage 4 is the point at which you decide what backpack to purchase However, in addition to the backpack, you are probably also making other decisions at this stage, including where and how to purchase the backpack and
on what terms Maybe the backpack was cheaper at one store than another, but
Trang 24Stage 5 Postpurchase Use and Evaluation
At this point in the process you decide whether the backpack you purchased is everything it was cracked up to be Hopefully it is If it’s not, you're likely to suffer what’s called postpurchase dissonance You might call it
buyer’s remorse You want to feel good about your purchase, but you don’t You begin to wonder whether you should have waited to get a better price, purchased something else, or gathered more information first Consumers commonly feel this way, which is a problem for sellers If you don’t feel good about what you’ve purchased from them, you might return the item and never purchase anything from them again Or, worse yet, you might tell everyone you know how bad the product was _
Companies do various things to try to prevent buyer’s remorse For smaller items, they might offer a money back guarantee Or, they might encourage their salespeople to tell you what a great purchase you made How many times have you heard a salesperson say, “That outfit looks so great on you!”? For larger items, companies might offer a warranty, along with instruction booklets, and a toll-free troubleshooting line to call Or they might have a salesperson call you to see if you need help with product
Stage 6 Disposal of the Product
There was a time when neither manufacturers nor consumers thought much about how products got disposed of, so long as people bought them But that’s changed How products are being disposed is becoming extremely important to consumers and society in general Computers and batteries, which leech chemicals into landfills, are a huge problem Consumers don’t want to degrade the environment if they don’t have to, and companies are becoming more aware of the fact
Take for example, Crystal Light, a water-based beverage that’s sold in grocery stores You can buy it in a bottle However, many people buy a concentrated form of it, put it in reusable pitchers or bottles, and add water That
Trang 25way, they don’t have to buy and dispose of plastic bottle after plastic bottle, damaging the environment in the process Windex has done something similar with its window cleaner Instead of buying new bottles of it all the time, you can purchase a concentrate and add water You have probably noticed that most
- grocery stores now sell cloth bags consumers can reuse instead of continually
using and discarding of new plastic or paper bags
Other companies are less concerned about conservation than they are about planned obsolescence Planned obsolescence is a deliberate effort by companies to make their products obsolete, or unusable, after a period of time The goal is _to improve a company’s sales by reducing the amount of time between the repeat purchases consumers make of products When a software developer introduces a new version of product, older versions of it are usually designed to be incompatible with it For example, if you only have Microsoft Word 2003 installed on your computer, you won’t be able to open a document that’s been created in Microsoft Word 2007 Consequently, you will be more inclined to upgrade to the new version so you can open all Word documents you receive
Products that are disposable are another way in which firms have managed to reduce the amount of time between purchases Disposable lighters are an example Do you know anyone today that owns a nondisposable lighter? Believe it or not, prior to the 1960s, scarcely anyone could have imagined using a cheap disposable lighter There are many more disposable products today than there were in years past—including everything from bottled water and individually wrapped snacks to single-use eye drops and cell phones
Trang 26e Pleasure pursuits e Health emphasis
I Maslow’s hierarchy of needs
Motivation theory which suggests five interdependent levels of basic _
human needs (motivators) that must be satisfied in a strict sequence starting with the lowest level Physiological needs for survival (to stay alive and reproduce) and security (to feel safe) are the most fundamental and most pressing needs They are followed by social needs (for love and belonging) and self-esteem needs (to feel worthy, respected, and have status) The final and highest level needs are self-actualization needs (self-fulfillment and achievement) Its underlying theme is that human beings are ‘wanting’ beings: as they satisfy one
need the next emerges on its own and demands satisfaction and so on until the
need for self-actualization that, by its very nature, cannot be fully satisfied and thus does not generate more needs This theory states that once a need is satisfied, it stops being a motivator of human beings In personnel management,
it is used in design of incentive schemes In marketing, it is used in design of promotional campaigns based on the perceived needs of a market segment a
product satisfies Named after its originator, the US psychologist Abraham Harold Maslow (1908-70) who proposed it in 1954 SOLOMON 801 MANAGEMENT MASLOW'S &
HIERARCHY coaatenty Abraham Harote Malow «mis 100- ac, 7m
Trang 27DISCUSS QUESTIONS
1 As companies increase their efforts to target the Hispanic segment, they are likely to encounter differences from other subcultural groups Discuss some of the differences that they might expect to notice in the
Hispanic subculture
2 Changing lifestyles can create both opportunities and threats for the marketer Provide an example of a change in lifestyle that poses a threat to marketers, and one that provides an opportunity Give an example of a product or brand that has been affected in both of these ways
3 The text discusses the positioning of JetBlue and their success so far Describe some of the things that JetBlue has done effectively to lead to their success What will JetBlue need to do in the future to maintain this
success? _
4 Some marketers contend that demographics is not really a basis for segmentation but is a descriptor of the segment Discuss examples to support both positions
Establishing brand image is often difficult for new companies Explain
„
what these companies must do to establish a strong brand image
More and more business-tobusiness companies have gone away from
œ
‘purely trade advertising to advertising on consumer media Is this likely to be a successful strategy? Why or why not?
7 A number of approaches to segmentation have been cited in the text Provide examples of companies and/or brands that employ each
References
Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, p 110
Trang 28Jump up “ Elizabeth A Minton, Lynn R Khale (2014) Belief Systems, Religion, and Behavioral Economics New York: Business Expert Press LLC
ISBN 978-1-60649-704-3 |
Jump up * J Scott Armstrong (1991) "Prediction of Consumer Behavior — by Experts and Novices" (PDF) Journal of Consumer Research (Journal of ——
Consumer Research Inc.) 18: 251-256 doi:10.1086/209257
Trang 29LECTURE 3: PERSUASION THEORY
Persuasion is typically defined as “human communication that isdesigned to influence others by modifying their beliefs, values, orattitudes” (Simons,
1976, p 21) O’Keefe (1990) argued that there arerequirements for the sender, ` the means, and the recipient to considersomething persuasive First, persuasion involves a goal and the intent toachieve that goal on the part of the message sender Second communicationis the means to achieve that goal Third, the message recipient musthave free will (i.e., threatening physical harm if the recipient doesn’tcomply is usually considered force, not persuasion) Accordingly, persuasionis not accidental, nor is it coercive It is inherently
communicational
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Trang 30I Communication 1 Definition
“Communication” is examined as a cultural term whose meaning is problematic in selected instances of American speech about interpersonal life
An ethnographic study, focusing on analysis of several cultural “texts,” reveals that in the discourse examined here, “communication” refers, to close, supportive, flexible speech, which functions as the “work” necessary to self-definition and interpersonal bonding “Communication,” thus defined, is shown to find its place in a “communication” ritual, the structure of which is delineated” (Tamar and Gerry, 2009)
2 The nature of communication
Typical definitions involve the ‘exchange of ideas’ between a sender and a receiver Effective communication depends on many factors, including: the nature of the message, the audience’s interpretation of it and the environment in which it is received
Shannon and Weaver Model of Communication
In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American scientist both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-Weaver model of communication”
This model is specially designed to develop the effective communication between sender and receiver Also they find factors which affecting the communication process called “Noise” At first the model was developed to improve the Technical communication Later it’s widely applied in the field of Communication
The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode and
decode
Trang 31Sender : The originator of message or the information source selects desire message
Encoder : The transmitter which converts the message into signals
Note: The sender’s messages converted into signals like waves or Binary
data which is compactable to transmit the messages through cables or satellites ˆ ˆ
For example: In telephone the voice is converted into wave signals and it
transmits through cables
Decoder : The reception place of the signal which converts signals into message A reverse process of encode
Note : The receiver converts those binary data or waves into message which is comfortable and understandable for receiver Otherwise receiver can’t
receive the exact message and it will affect the effective communication between sender and receiver
Receiver : The destination of the message from sender
Note : Based on the decoded message the receiver gives their feed back to
sender If the message distracted by noise it will affect the communication flow
between sender and receiver
Noise: The messages are transferred from encoder to decoder through channel During this process the messages may distracted or affected by physical noise like horn sounds, thunder and crowd noise or encoded signals may distract
in the channel during the transmission process which affect the communication
flow or the receiver may not receive the correct message | Questions
1 Here is an example that applies to Shannon and Weaver model Indicate 6 elements
Thomson made call to his assistant “come here I want to see you” During
his call, noise appeared (transmission error) and his assistant received “I want”
Trang 32Sender : Thomson Encoder : Telephone (Thomson) Channel : Cable Noise : Distraction in voice ~ Reception : Telephone (Assistant) Receiver : Assistant Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages
*The noise which affect the communication flow between them
2 This model of communication is easily understandable However, it is criticized for several weaknesses Indicate some of them
Criticism of Shannon- Weaver model of communication:
1 One of the simplest model and its general applied in various communication theories
2 The model which attracts both academics of Human communication and Information theorist to leads their further research in communication
3 It’s more effective in person-to-person communication than group or mass audience
4 The model based on “Sender and Receiver” Here sender plays the primary role and receiver plays the secondary role (receive the information or
passive)
5 Communication is not a one way process If it’s behaved like that, it will lose its strength For example: Audience or receiver who listening a radio, reading the books or watching television is a one way communication because absence of feedback
6 Understanding Noise will help to solve the various problems in
communication
Trang 33II Persuasion theories
1 Cognitive dissonance theory
It is often assumed that to persuade others to do something, an outside source simply has to provide enough ammunition to change another’s attitudes ~~or beliefs For example; public health campaigns often presume that the best -
Trang 342 Narrative Paradigm
Whereas ELM emphasizes the importance of strong, logical arguments for persuading a motivated and able audience, the narrative paradigm stresses the effectiveness of influence through narration—that is, persuasion through
- storytelling (Fisher, 1984, 1987) Using a more ‘subjective ~ theoretical orientation, Fisher argues that human beings are fundamentally storytelling creatures; therefore, the most persuasive or influential message is not that of rational fact, but instead a narrative that convinces us of “good reasons” for engaging in a particular action or belief Consider television advertising Are the most memorable ads those that inundate the audience with facts about the products, or are they those that craft a memorable story? Since 1988 Budweiser has used the “Bud Bow!” saga to sell its beer during the Super Bowl For more than 8 years, viewers watched the soap-opera story of a British woman and her attractive neighbor sipping Taster’s Choice coffee
Example |
Trang 35References
Cialdini, R.B (2007) "Influence: The Psychology of Persuasion" New York: HarperCollins Publishers
DellaVigna , S., & Gentzko, M (2010) Persuasion: Empirical evidence The ~ Annual Review of Economics, 2,643-69.doi; |
10.1146/annurev.economics.102308.12430
Petty; Cacioppo (1986) "The elaboration likelihood model of persuasion" Advances in Experimental Social Psychology 19 (1): 123-205 doi:10.1016/S0065- 2601(08)60214-2
Petty; Cacioppo & Schumann (1983) "Central and peripheral routes to advertising effectiveness: The moderating role of involvement" Journal of
Trang 36LECTURE 4& 5: ADVERTISING MANAGEMENT
All marketing communication should help build brand awareness and contribute to a positive feeling for the brand But when this is the primary communication objective, it is specifically advertising Because brand awareness and brand attitude take time to build, advertising plays a more long- term strategic role in IMC Over time, effective advertising will successfully seed the brand in memory as satisfying an appropriate need, and will associate the brand with positive attitudes that are linked to positive motivations to buy and use it when that needs occur.In summary, advertising ’s role in IMC is to raise awareness for a brand, linking it to an appropriate category need At the same time, advertising like messages will build positive brand associations in memory that lead to a positive attitude towards the brand As a part of this, advertising will be optimally positioning the brand within its category, uniquely differentiating it from competitors on benefits important to the consumer, and what they believe (or can be persuaded to believe) the brand delivers This, in its turn, will lead to strong brand equity
I Advertising Introduction
1 The role of Advertising in IMC
“Advertising ’ s Latin root is advertere, which translates roughly as ‘ to turn towards ’ , and 82 Strategic Integrated Marketing Communication This is the job of advertising Advertising-like messages in IMC are meant to “ turn * the consumer ’ s mind towards the advertised brand It does this by raising awareness for the brand among the target audience, and by building positive attitudes towards the brand
White (1999) has also suggested that the role of advertising has traditionally been seen as aiding sales, and does it by creating awareness for a brand, providing essential information about the brand, helping to build a relevant brand image, and once the brand is established by reminding the
Trang 37consumer to try, buy, or use the brand Or as we have put it, the primary communication objective for advertising is to build brand awareness and positive brand attitude
_ © Advertising-paid notices from identified sponsors normally offered through communications media
e It is a persuasive communication-not neutral and not unbiased
e Potentially a wider role than achieving specific marketing goals-also economic and social/cultural roles » - Lan sg ‘OLAY PRO-K SKIN CREAM for skin as smooth as a peach i
No one grows Ketchup itke Heinz
Economic Arguments For Advertising
e Provides consumers with information
e Supports news and entertainment media, provides social benefits and employment
e Encourages continued product improvements
Trang 38Economic Arguments Against Advertising
Advertising is the life blood of the digital economy
e Intent of advertising is to persuade, not inform
e Advertising mostly creates switching behavior rather than new consumption
e Advertising may emphasize emotion over price competition
e High rate of expenditures makes it difficult for new products to enter market
Advertising and society
e Marketing communication is intimately connected with the social and cultural environment
° Advertising is a very powerful force with the potential to offend e Marketers must often make decisions about what is appropriate
e Marketers must consider the social, legal and regulatory issues that affect their activities
2 Types of Advertising
a Consumer-oriented brand advertising
The job of COBA is the building and nurturing of brands We discussed the idea of brands and their relationship with IMC in somedetail, and pointed out that in many ways, without marketing communication,and especially
Trang 39advertising, there would not be brands RoderickWhite (1999) suggests that because advertising is the most intense andCOBA Brand focused advertising directed toward individualconsumers, delivered via a wide range of possible mediaRetail advertising Involves both store image as well as products or
servicesoffered, and generally uses local media B2B advertising Addresses both
customers and the trade, and generallyuses specialty media directed to target segments Corporate advertising promotes company rather than the product or serviceoffered, and addresses all important target audiences
COBA media
Trang 40the primary medium (e.g with high-involvement informational advertising, as we shall see later in the chapter) Other mass media, especially print, will of course be part of the IMC plan, but for most COBA, television should be the primary medium
b Retail advertising
Retail advertising, as already pointed out, may focus on either the image of the store itself, or on the products or services it offers But even when the
advertising features products or services, it will influence the image of the store
Anything connected with a retail store will be part of how that store is perceived, because those things will be part of the associations in memory linked to it So, while retail image advertising has medium expenditure in USS (billions) Broadcast television 43.1, cable television 18.5, radio 20.9, newspaper 20.0, magazines 11.7, Internet 8.4, outdoor 4.8
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Most retail advertising is local in nature because the target audiencefor any particular retail store will be drawn from its immediate geographic area This means media selection will be oriented to local media However, retailers with stores in many cities or even multinationally (e.g large franchise operations like