communication 1 2 (6)
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comunication slidesTRANSCRIPT
Source of CB communication1) Formal – from the company itself
- media, sales promo, sponsorship
- More control, lower credibility
2) Informal – people all around you- friends, peers, reference groups
- Word of mouth
- No control, high credibility
Reference groups1) Normative reference groups
- family, society
- Defines what is good and what is bad
2) Comparative reference group- The way of living of whom I admire
3) Membership group- students, fitness club etc
Word of mouth environmentOpinion leadership – when a person informally influences the actions and attitudes of others
How would word of mouth occur?
1) Personally
2) Online- Social networks
- Brand communities
- blogs
Marketing application of word of mouth1) Referral programs
- Bring in your friend and have 50% discount
2) Buzz agents- Receiving bonuses for talking about the product
3) Search related word of mouth
4) Viral marketing- Providing interesting content to share
Viral marketing1) Giving away something
2) Making people feel something
3) Doing something unexpected
4) Healthy dose of humour
5) Using existing network
Best viral marketing examples1) Hotmail – 1996 / 1997 = 12 mil users in 18 month
2) Blendtec – 2006 = will it blend?
http://www.youtube.com/watch?v=rofgMueCOqo
3) The best job ever campaign – 2009
Queensland, Australia, 40% up in search, 10 000 bookings
4) Dumb ways to die – 2013, Mellbourne metro station, - 20% accidents
5) First Moon Party
https://www.youtube.com/watch?v=NEcZmT0fiNM
Tackling negative rumours1) Established vs unknown brands
2) You have to respond
3) Individualise response
4) Be fast. Be positive
5) Appreciate the comment, not hide from it
Super Size Me example, 2004
https://www.youtube.com/watch?v=I1Lkyb6SU5U
Credibility of formal sources1) Past performance
2) Reputation
3) The image & attractiveness of the spokesperson
4) The type of media
5) The loyalty to the brand
Celebrity usage1) High or low comprehension of the message
2) Is there appropriate fit between the person and the product?
3) Demography similarity to the target audience
4) Recognized competence of the spokesperson
Choosing media for communicationMass media – reaching the masses
Media strategy includes:
1) Consumer profile
2) Media audience profile
3) The balance of two
Choosing the right media (1)TV
Radio
Large masses Too cluttered
Best use of audio, video and movement Can switch to other channels
Big concentration, not much clutter Substitutes for TV
Very expensive
Persuasive secondary medium Lack of visibility
Flexible, targeted Relatively passive consumption
Can listen to it everywhere
Choosing the right media (2)Print
Internet
Can provide very detailed information Heavy decrease in consumption
Could be good at building image Not interactive
Ads look very much alike
Very precise metrics Can be very much intrusive
Can be very interactive Too much clutter
Especially effective with young audience
Choosing the right media (3)Billboards
Cinema
To catch those on the go Very short information
Very impressive visualization No reliable statistics
People are more relaxed, not in a hurry Can skip the advertising part
Good medium for entertainment stuff No reliable statistics, no targeting
Non – traditional media1) Customized – can be addressed to specific person
2) Interactive – involves audience, active
3) Response – is usually easier to measure
1)Public spaces: toilets, mirrors, fitness clubs etc
2) Digital billboards and displays
3) Context ads – Facebook, Google
4) Mobile advertising
5) Application marketing
Non – traditional media examples
New Grip bottle - http://www.youtube.com/watch?v=KPwp_c78USY
Structuring Commercial message1) Advertising resonance = double meaning
2) Message framing – positive or negative?
Psychological advertising appeal1) Comparative advertising
Samsung S4 - https://www.youtube.com/watch?v=mLd9hjl3Kds
2) Fear- Social campaigns
3) Humour – is it related to the topic advertised
https://www.youtube.com/watch?v=yR0lWICH3rY
4) Sex – is it related
https://www.youtube.com/watch?v=340cDf1D3Fc
Main principles of ad message Advertising sells, not entertains
Concentrate only on one idea at a time
KIS principle – Keep It Simple
You are not always your audience
Only the most important information
Use very clear language, no jargons
Don’t forget call to action
Communicating “unconventional products”
1) Associations
2) Show end result
http://www.youtube.com/watch?v=xWkZ_StRjU0
2) Humour
http://www.youtube.com/watch?v=ZKLnhuzh9uY
Additional points to earnFind 1 example of not so good commercial (TV, print, online, outdoor) and provide your suggestions for making it better.
Send it to me on [email protected] by Friday, 13.02, 20:00
Top 3 students will have a possibility to present their case (3-5 min), earn 20 points
Other students that have sent in relevant info, receive 10 points