...NATURE OF COMMUNICATIONS A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages. Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here. II. A BASIC MODEL OF COMMUNICATION Over the...
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...Table of Contents Chapter 1 Mass Media Literacy 2 Chapter 2 Media Technology 16 Chapter 3 Media Economics 33 Chapter 4 Ink on Paper 49 Chapter 5 Sound Media 64 Chapter 6 Motion Media 80 Chapter 7 New Media Landscape 96 Chapter 8 News 112 Chapter 9 Entertainment 128 Chapter 10 Public Relations 144 Chapter 11 Advertising 160 Chapter 12 Mass Audiences 176 Chapter 13 Mass Media Effects 192 Chapter 14 Mass Media and Governance 209 Chapter 15 Mass Media Globalization 225 Chapter 16 Media Law 241 Chapter 17 Ethics 258 Chapter 1 Mass Media Literacy 1.1 Multiple-Choice Questions 1) Media researchers at Ball State University found that people are intentionally involved in a media activity for __________ percent of their waking hours. A) 1 B) 10 C) 30 D) 60 Answer: C, Topic: Media Ubiquity Page Ref: 3 2) Traditionally, mass communication is defined as the technology-assisted transmission of messages to A) print journalists. B) interpersonal audiences. C) mass audiences. D) only niche audiences. Answer: C, Topic: Media Ubiquity Page Ref: 4-5 3) According to the research firm Nielsen, the medium that is used much more per day than other media is A) music. B) magazines. C) television. D) newspapers. Answer: C, Topic: Media Ubiquity Page Ref: 4 4) Mass media have become so integrated into people’s lives that __________ is common. A) mainstreaming B) media multitasking C) writing letters...
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...Communication 220 Final Review FORMAT 1) This is not a cumulative exam. It will cover only information not covered on Exam #1 and #2. 2) The exam will be 40 multiple choice and 10 T/F questions; each question will be worth 2 points 3) Bring two numbers 2 pencils. 4) If you are a student with a disability send me an email reminding me of the accommodations we discussed so that I can be sure to get your exam to its proper location. 5) You are welcome to attend my office hours this week to review your first or second exam. CONTENT 6) The exam questions will come predominantly from course lecture and the specific chapters and materials covered are listed on the second and third page of this document. a. If the material came directly from the text book it is not listed. If the lecture differed greatly from the text book the terms and concepts are clearly listed below. b. For the chapters reviewed in class you should use review all the terms listed in the key concepts at the end of the chapter. If there is ever a conflict between the lecture and the book, defer to the lecture. 7) You should be able to define and explain all the key terms. 8) You should be able to put concepts and theories into conversation with one another and recognize the differences and similarities between them. 9) You should be able to apply a course concept of theory to a practical example. 10) You should know what scholar created...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...Contents lists available at ScienceDirect Public Relations Review Short communication Issues management and inoculation: Tylenol’s responsible dosing advertising Shari R. Veil ∗ , Michael L. Kent 1 Gaylord College of Journalism and Mass Communication, University of Oklahoma, 395 West Lindsey, Norman, OK 73019, United States a r t i c l e i n f o a b s t r a c t Issues management developed as a long-term process interested in the continued health and success of organizations. This essay presents a contemporary issues management case that uses inoculation and a priori solutions as issues management tactics. The case study involving Johnson & Johnson’s responsible dosing campaign demonstrates that organizations perceived to have a high standard of corporate social responsibility are not above using deceptive tactics to protect their brand. © 2008 Elsevier Inc. All rights reserved. Article history: Received 29 April 2008 Received in revised form 11 July 2008 Accepted 28 August 2008 Keywords: Issues management Corporate social responsibility Inoculation Crisis communication Public relations practitioners increasingly need to serve as ethical counselors to the dominant coalition (Health, 1994) and as the ethical conscience of the organization (Ryan & Martinson, 1983; Wright, 1996). Despite the role of issues management in guiding ethical decision making (Bowen, 2005), some communication campaigns have suspended organizational ethics to manipulate public perception...
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...Truthfulness as a Factor in the Language of Advertising There is a possible relationship between truthfulness and the language of advertisement is difficult and hard fact for most advertisers to believe in the world of communication. This has to do with freedom of expression associated with the use of figures of speech such as simile, metaphor, hyperbole, and euphemism (Crystal 1997). To those who hold this belief, there is no relationship we between ethics (from where we conceived the virtue of truthfulness) and the language of advertisement. Some do ask: what does truthfulness have to do with advertisement since it is persuasive? And, that what has truthfulness need to do with persuasion because persuasion often involves cajoling, coaxing, convincing, enticing and inducing. All these as a matter of fact involve exaggeration, falsehood, puffing, and embellishment and over estimation.These raise the question of morality in business. In the field of advertisement, we ask the question of professional ethics, and ethical codes of conduct in relation to advertisement practices. In the field of language, the society also seeks for truthfulness, because language be it of advertising or otherwise, is an instrument for action used to promote our purpose in dealings with others, and in communicating ideas that are divorced from emotion. Truthfulness simply refers to the act of giving true information or facts (in exact manner) about something. Therefore, true statement is based...
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...Health Communication, 13:667–680, 2008 Copyright # Taylor & Francis Group, LLC ISSN: 1081-0730 print/1087-0415 online DOI: 10.1080/10810730802412248 Interrupting a Narrative Transportation Experience: Program Placement Effects on Responses to Antismoking Advertising SARAH DURKIN AND MELANIE WAKEFIELD Centre for Behavioural Research in Cancer, The Cancer Council Victoria, Melbourne, Victoria, Australia It is thought that ‘‘transportation’’—absorption into the narrative flow of a story— may play a role in influencing resistance to persuasion. We hypothesized that advertising that disrupts the experience of narrative transportation may be adversely appraised by audiences. This study aimed to explore the influence of two types of television programs: narratives (dramas, comedies, and soap operas) versus nonnarratives (light entertainment, sports, documentaries, and news), on smokers’ reactions to antismoking advertisements. In preexposure interviews, daily smokers (n ¼ 779) were asked to watch a particular television program they usually watched. Postexposure interviews were conducted within 3 days of exposure. Results indicated that placing an antismoking ad within a program in which the viewer is focused on the narrative flow of a story may lead to reduced immediate cognitive and emotional impact of the ad and reduced intentions to quit, especially among those for whom the ad is most relevant, such as those preparing to quit smoking. Placing antismoking advertising in light...
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...Table of Contents Contents | Pages | The concept of power | 2 | Sources of power | 2 | Political strategies and tactics | 8 | What is political Behavior | 9 | What are the factors contributing to Political behavior | 9 | POLITICS: Power in action: | 11 | What are the Reality of Politics | 11 | What is Organizational Politics | 12 | What is Power? Power is the capacity to influence the behavior of others.3 The term power may be applied to individuals, groups, teams, departments, organizations, and countries. For example, a certain team within an organization might be labeled as powerful, which suggests that it has the ability to influence the behavior of individuals in other teams or departments. This influence may affect resource allocations, space assignments, goals, hiring decisions, and many other outcomes and behaviors in an organization. Definitions of power abound. German sociologist, Max Weber defined power as "the probability that one actor within a social relationship will be in a position to carry out his own will despite resistance." Along similar lines, Emerson suggests that "The power of actor A over actor B is the amount of resistance on the part of B which can be potentially overcome by A." Power appears to involve one person changing the behavior of one or more other individuals -- particularly if that behavior would not have taken place otherwise. Contrasting Leadership and Power Leadership focuses on goal achievement. It...
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...Syntax, and Linguistics Describe Advertising Mickey Mouse ears, sleigh bells, snowflakes, dog houses, mail boxes, and stop signs; chances are you know at least one of these things if not more. How do we describe them? In what way are they described to us? And above all How do we recognize and accept these things? The theory of semiotics aims to explain how we recognize these symbols in our lives and, more importantly tries to describe the way we communicate to, with, and around objects. The theory of semiotics has been around since the late 1800’s. A Swiss linguist, Ferdinand de Saussure developed the theory and explained it early on as the use of language and how certain symbols and objects obtain meaning. The theory or science of signs and their meanings became known popularly as semiotics. Language is something of a system of mutually defining entities. Saussure distinguished between diachronic and synchronic linguistics. Simply put the use of linguistics defines objects and the way that we, as a culture, see and describe the world with which we interact. From its inception the theory of semiotics has been useful in regards to all different aspects of communication. It can be used to examine persuasion, social interaction theory, media cultivation and penetration theories as well as interpersonal communication. This wide range of applications for this theory make it particularly pertinent to the discipline of communication. Large companies and organizations...
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...the Degree Doctor of Philosophy Capella University June 2006 © Sandra Morris, 2006 THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris has been approved June 2006 APPROVED: JIM MIRABELLA, DBA, Faculty Mentor and Chair RICHARD MURPHY, DBA, Committee Member ELAINE GUERRAZZI, Ph.D., Committee Member ACCEPTED AND SIGNED: __________________________________________ JIM MIRABELLA, DBA. __________________________________________ Kurt Linberg, Ph.D. Dean, School of Business & Technology ABSTRACT The purpose of this study is to determine whether there is truth in the notion that sex sells to women better than more conservative advertisements that focus on skills and services when salon. advertising The study will for an also upscale look at full-service whether female consumers are honest with themselves about how they respond to advertisements. Two advertisements were produced for an upscale salon, one with sex appeal and one without. A survey was conducted at that salon which determined whether women would patronize the salon based on the sexy advertisement. The two different advertisements were then handed out to a target market of women with different variables such as age and marital status. responsiveness The results of this study showed that the of women to a salon advertisement is dependent on whether the advertisement has sex appeal or no sex appeal. significantly Advertisements larger...
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...Strategic Communication ARTICLE in INTERNATIONAL JOURNAL OF STRATEGIC COMMUNICATION · MARCH 2007 DOI: 10.1080/15531180701285244 CITATIONS READS 112 457 5 AUTHORS, INCLUDING: Kirk Hallahan Betteke van Ruler Colorado State University University of Amsterdam 37 PUBLICATIONS 894 CITATIONS 36 PUBLICATIONS 513 CITATIONS SEE PROFILE SEE PROFILE Dejan Verčič Krishnamurthy Sriramesh University of Ljubljana Purdue University 102 PUBLICATIONS 742 CITATIONS 44 PUBLICATIONS 712 CITATIONS SEE PROFILE All in-text references underlined in blue are linked to publications on ResearchGate, letting you access and read them immediately. SEE PROFILE Available from: Betteke van Ruler Retrieved on: 10 April 2016 This article was downloaded by: On: 8 September 2010 Access details: Access Details: Free Access Publisher Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 3741 Mortimer Street, London W1T 3JH, UK International Journal of Strategic Communication Publication details, including instructions for authors and subscription information: http://www.informaworld.com/smpp/title~content=t775653701 Defining Strategic Communication Kirk Hallahana; Derina Holtzhausenb; Betteke van Rulerc; Dejan Verčičd; Krishnamurthy Srirameshe a Journalism and Technical Communication Colorado State University, b School of Mass Communications, University...
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...Innovation and Management Visiting Scholar, 2005 (November-December) University of Washington, School of Business Instructor, 1994-1997 Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F. Brunel (2008), “Todos Somos Publicistas” [We are All Advertisers], Mercadotecnia, Expansión, May 26, pp. 103-104. 4. Toder-Alon, Anat and Frédéric F. Brunel, (2007), “Dynamics of Community Engagement: The Role of Interpersonal Communicative Genres in Online Community Evolutions”, in Consumer Culture Theory. Research in Consumer Behavior Series, Russ Belk and John Sherry (Eds.), Elsevier Ltd.,...
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...and suggestion will be gratefully received and acknowledged. TABLE OF CONTENTS 1) Acknowledgement……………………………….Page No 1 2) Meaning & Concept of Promotion………………Page No 3 3) Importance of Promotion………………………...Page No 6 4) Components of Promotion……………………….Page No 8 5) Objectives and Limitation of Promotion………...Page No 9 6) Build Case on Chaudhary Group……….………..Page No 11 7) Impact of promotion on consumer buying behavior. Page no 18 8) Conclusion ……………………………………….. page no 20 MEANING & CONCEPT OF PROMOTION Promotion is an important part of the marketing mix of a business firm/organization. Basically, promotion is the process of marketing communication that involves...
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...1. ________ determines what the advertising message will say or communicate. A= Creative Strategy. 2. It’s used for how the message strategy will be executed? A= Creative Tactics. 3. Mention the 3 of the 5 steps of Young’s model of the creative process. A= Immersion, Digestion, Incubation, Illumination & Reality/Verification. 4. ________________ it’s process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumer in the target audience. A= Account Planning. 5. Mention some techniques use in the verification and revision stage of the creative process. A= Focus groups, Message communication studies, Portfolio tests, and Evaluation measures. 6. What is a story board? A= A series of drawings use to present the visual plan of a commercial. 7. Specify the basic elements of the creative strategy: A= Copy platform. 8. A campaign theme should be? A= A strong idea that will be communicated in all the advertising and other promotional activities. 9. The concept of the unique selling proposition (USP) was developed by: A= Rosser Reeves. 10. What was the campaign theme for Nike? A= Just Do It. 11. Another approach to determining the major selling idea is finding? A= Internet drama. 12. What does positioning means? A= Establish the product or service in the consumer’s mind. 13. “I am what I am” pertains to what campaign? A= Reebok...
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...Employee Motivation: Theory and practice The job of a manager in the workplace is to get things done through employees. To do this the manager should be able to motivate employees. But that's easier said than done! Motivation practice and theory are difficult subjects, touching on several disciplines. In spite of enormous research, basic as well as applied, the subject of motivation is not clearly understood and more often than not poorly practiced. To understand motivation one must understand human nature itself. And there lies the problem! Human nature can be very simple, yet very complex too. An understanding and appreciation of this is a prerequisite to effective employee motivation in the workplace and therefore effective management and leadership. These articles on motivation theory and practice concentrate on various theories regarding human nature in general and motivation in particular. Included are articles on the practical aspects of motivation in the workplace and the research that has been undertaken in this field, notably by Douglas McGregor (theory y), Frederick Herzberg (two factor motivation hygiene theory,) Abraham Maslow (theory z, hierarchy of needs), Elton Mayo (Hawthorne Experiments) Chris Argyris Rensis Likert and David McClelland (achievement motivation.) Why study and apply employee motivation principles? Quite apart from the benefit and moral value of an altruistic approach to treating colleagues as human beings and respecting human dignity in all its...
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