Commnication and addvertising - …docshare01.docshare.tips/files/26503/265032076.pdfCommnication and addvertising: Commnication ... Message Source The source of communication is the

Commnication and addvertising:

Commnication process : In general, communication is how people exchangemeaningful information. Models that reflect how communication occurs often include theelements shown below:

http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-communication-process/

For communication to occur there must be at least two participants:

Message Source The source of communication is the party intending toconvey information to another party. The message source can be anindividual (e.g., salesperson) or an organization (e.g., throughadvertising). In order to convey a message, the source must engage inmessage encoding, which involves mental and physical processesnecessary to construct a message in order to reach a desired goal (i.e.,convey meaningful information). This undertaking consists of usingsensory stimuli, such as visuals (e.g., words, symbols, images), sounds(e.g., spoken word), and scents (e.g., fragrance) to convey a message.

Message Receiver – The receiver of communication is the intendedtarget of a message source’s efforts. For a message to be understoodthe receiver must decode the message by undertaking mental andphysical processes necessary to give meaning to the message. Clearly,

a message can only be decoded if the receiver is actually exposed tothe message.

Communication takes place in the form of a message that is exchangedbetween a source and receiver. A message can be shaped using one or acombination of sensory stimuli that work together to convey meaning thatmeets the objectives of the sender. The sender uses a transmission mediumto send the message. In marketing the medium may include the use ofdifferent media outlets (e.g., Internet, television, radio, print), promotion-onlyoutlets (e.g., postal mail, billboards), and person-to-person contact (e.g.,salespeople).

Additionally, communication can be improved if there is a two-way flow ofinformation in the form of a feedback channel. This occurs if the messagereceiver is able to respond, often quickly, to the message source. In this way,the original message receiver now becomes the message source and thecommunication process begins again.

COMMNICATION AND ADDVERTISNG :

Addvertising is the first and formost process of commincation.the process ofgetting an idea from one person to another is extremaly complex.Commnication in addvertising occur in circular route between source andaudience. The addvertiser that genrates the idea is the source of thecommincation, the idea to be commnicated is the message and the sourceencodes that message translating it into signals , words or images that canbe understood by the audience. The person receive the encoded messageand the medium carry the encoded message to the audience. The audiencepaly a vital role in the comminaction process because when people receivethe message they must interpert the meaning by a process calleddecoding(bovee and thill,1998) date accssed 27 june,2010

Addvertising in paksitani context: Advertising is an institution whichinterprets the want-satisfying qualities of products, services and ideas interms of the wants and needs of consumers. The participants of advertisingcommunication are a copywriter and an audience. The first category isusually represented by an advertising agency, where a group of peopleworks on the production of a certain message on behalf of the advertiser.Behind the second category also stand a group people, or audience, whousually by chance are exposed to advertising from different sources.

The most important distinction of medium is between speech and writing.However, under this heading such types of media as television, radio, printcan be specified. Furthermore, print advertising can be presented in form ofnewspaper messages, billboards, special advertising brochures etc. Eachtype has its own advantages, available facilities and flaws.

Now during an advertisement communication model the adviser gives hisidea to the advertising agency. In the encoding phase, advertising agencyuses the media mix to create an ad. When the message is delivered thentarget audience gets the idea, understands it and give feedback. Therefore,different strategies are used by the advertising agencies to make thecommunication process effective. For example, through the applicationofappealing music in the video etc

New trends in addvertising:

Addvertising is the paid nonpersonal comminication of information about theproducts or ideas by an identified sponsor through mass madia an effort topersuade or influence bahviour. Addvertising comminicate information aboutthe products or ideas (bovee and thill,1998)

There are three goals of advertising. These goals are to: Inform, Persuade,and Remind.

Looking into the history of advertising, sellers had been using differentcommunication media to inform buyers about their products and services.Even in the ruins of ancient Arabia and Egypt, commercial messages andpolitical campaign messages have been found. Wall or Rock painting for

commercial advertising can be traced back to Indian rock art painting thatdate back to 4000 BC

Trends in addvertising is changing day by day and the competition is goingtough day by day . marketrs are trying to reached the terget audience andare trying to find in effective way of addvertising. Addvertising is changingrapidaly in old time it was sufficient to make addvertisiment through radioand television so due to change in technology the trends in addvertisng isalso changed.(articlebase.com) date accssed 27th june,2010

With the advent of new technology, newer and innovative trends areintroduced in the field of advertising. Today firms and organizations useevery major medium to deliver their messages, including television,newspapers, magazines, radio, video games, movies, billboards, E-mediumand lots of below the line techniques.following are the some of the newtrends which are discussed below

Ambiant addvertising:It refers to almost any kind of advertising that occursin some non-standard medium outside the home. Examples are messages onthe backs of car park receipts and at the bottom of golf holes, on hangingstraps in railway carriages, on the handles of supermarket trolleys, and onthe sides of egg cartons (worldwidewords.com) date accssed 27th june,2010

If we talk specifically in context to Peshawar region, this form ofadvertisement is used by R-Sheen, Al-Hamra Academy, along with most ofthe private hostels, and much of the small business operating form thisregion which advertise on every thing they can lay their hands on!

Ambiant addvertising source worldwidewords.com

Shealth addvertising:Marketers are moving away from the traditional useof celebrities as product hucksters, since a cynical public no longer believesthat celebrities actually use the products they endorse in commercials. Thetrend now is to brand celebrities with specific merchandise by having themuse or wear products in public appearances or promote them in mediainterviews—without making it clear that the celebrities are paidspokespeople.(mediaawareness.com) date accssed 27th june,2010

The trend of stealth advertising is more visible in Western countries. Thereare two main reasons for the increase of this type of advertising are:

It is more effective in a sense that the public are more convinced bythe superiority of the product as compared to its competitors when itsees a high profile celebrity using the brand.

The invention of DVRs has allowed the viewers to skip adverts is seenas one of their biggest benefit of this device, and thus the advertisershave to find other ways to promote their product, and the stealthadvertising is the best way to do it.

In Pakistan, this trend has been used for a long time in Cricket, where playershave mainly used bats of a specific company to promote it. The famous “CA”bats used by Inzimam-ul-Haq or the bats of “Ahsan Sports” used by WaseemAkram can be regarded as stealth advertisement whereby these playersadvertised the respective companies of sports goods.

Sorce( middlepag.com) shealth ads CA bat BY inzimam

Tergated addvertising:Targeted ads are a form of Internet marketing.Using sophisticated data collecting technologies, Web sites can combine auser's personal information with surfing preferences to create ads that arespecifically tailored for that user.

Digital advertising: by using computer technology to add products to scenesthat were never there to begin with. This practice is common in sportingevents coverage, where ads are digitally inserted onto the billboards,sideboards and playing surfaces in arenas and stadiums. while digital ads aremainly used in sports coverage, virtual advertising is starting to break intothe entertainment world as producers digitally insert products into TV scenes

after the scenes are shot.

Surce( mediaawarness.com)

Online internet addvertising:many companies are now using onlineaddvertisng it’s a form of BTL techniques that use world wide web in order todeliver the important messages regarding products or services to thecustomer and the customer are also attrracted from this addvertisng. Itseffeictve media marketers are now more focusing on this media .

in pakistan this medium is used by different organization to commincatetheir message and also by using this media they can reached to tergetaudience. the social media such as Facbook and Twitter are famouse inpaksitan and most of teens are using the social network now dayz telecomindustries ufone,moobili In Peshawar, ICMS has used internet advertising onyahoo, apnasp. com, and funmazza.com etc

jaaz ads on facebook sorce facebook.com

in game addvertising:This type of advertising is getting popular all overthe world and it targets mostly young people. It refers to the use of computerand video games as a medium in which to deliver advertising. Manyinternational companies advertise their products through this type ofadvertising to promote its products and increase its sales

Source (wiiki.com ) An adidas billboard is displayed in the foreground of the 1994computer game FIFA International Soccer

Animated addvertising:With the rapid advancement in computer,graphics, and animation technology, more and moe advertisers are using thismedia for advertising their products. Animation and television have beenlinked from the beginning. It's been said that the first image ever broadcastwas a picture of Felix the Cat. With the medium literally starting with

animation it should be no surprise that animated commercials were an earlystable of television broadcasting

This trend is growing as more and more organizations are advertising their 2dimensional and 3 dimensional as it is becoming relatively less expensive toanimate than t was in the past.The trend of animated advertisements ismore common in advertisements for children.In Pakistan, animatedadvertisements have been used by “Ding Dong” bubble, the “CommanderSafeguard” and 7Up etc.

Source Animated add of dingdong

Trends in pakistani adds

There are some existing, and emerging trends in Pakistani ads which has ageneral pattern. Some of them are discussed along with their examples asbelow;

The message, features, and even the slogans of a product areconveyed in the advertisements in the language of songs and/orpoetry. This trend can be observed red in almost all the cellular serviceproviders however; some organizations are turning away from thistrend as it is slowly loosing its effectiveness. Ufone has turned awayfrom this trend in advertisements and Zong, has even criticized thistrend within its advertisement.

Humor is an emerging trend in TV advertisement in Pakistan; Ufonehas started its advertising campaign based on humor by the parody ofIndian Soap Operas. Trend Mobile is also using basing its advertisingcampaign on humor/

Hiring high profile actors, Models, Singers and Cricket Stars is a trendused by many organizations in Pakistan. Telecommunication Industry isin the lead in this trend.

Using teaser ads is an emerging trend of advertisement in Pakistanused by Telenor when it launched D-Juice package, also used by ChinaMobile when it launched Zong in Pakistan.

Advertisement on locally operated Cable TV service providers by smalland locally administered business is an emerging trend that is growingrapidly due to less cost. Locally administered small business like R-Sheen, Karigar, and Surkhab Centre etc are in the lead in advertisingon Cable TV.

AIDA model :

The traditional conceptual model for creating any advertising or marketingcommunications message is the AIDA Model: get Attention, hold Interest,arouse Desire, and then obtain Action.

The AIDA Model (davedolak.com)

In Strong's AIDA model the stages of selling are Attention, Interest, Desire,Action. Strong claims that advertising can move a product one step alongthe chain.This theory is based on the premise that during a sales

presentation, the prospect consciously goes through four different stages:Attention, Interest, Desire and Action. The components of this theory believethat the salesperson should design his presentation in such a manner whichtakes care of all these stages of the process of selling. The details ofthese components are as follows:A: Attention:The salesperson should attract the prospect to hispresentation before he actually goes into the details of the same. This is toensure that the prospect becomes receptive to the presentation.Here the need for securing attention is must. It's a fact that usuallythe prospect may be busy in his routine jobs or daily assignments. Thus,before meeting the salesperson, the prospect's mind may be engaged insomething other than the concerned product, about which the salesperson ingoing to talk Unless the salesperson involves the prospect's mind in thepresentation, his total effort may go unnoticed or unregistered. Drawing theprospect's attention, therefore, is as good as to detach him from otherassignments and involving him in the presentation, both physically andmentally, so as to gain maximum from the sales meeting.I: Interest:Once the salesperson has successfully gained the prospect'sattention, he should maintain the interest of the prospect throughout thepresentation.The salesperson should be aware of the interest likes, dislikes,attitude and motivation of the prospect and should proceed with thepresentation, keeping in view all the factors.D: Desire:To create a strong desire in the prospect's mind to purchase hisproduct is the next important step. The salesperson should consciously try tobring the prospect into this stage of readiness on the point of buying hisproduct. He should concentrate on projecting the benefits of his product tothe prospect. He should go even to the extent of presenting benefitsaccording to the motivation of the prospect.The salesperson should also be prepared to anticipate the resistance to hissales presentation in terms of objections or questions from the prospect. Notonly that, he should be prepared with several answers and explanations tothe anticipated objections.A: Action:Once the salesperson has been successful in taking his prospectthrough the three stages, he should induce them into actually buying theproduct. Sometimes even after going through the three stages of Attention,Interest and Desire; the prospect may still have some doubt or somedisinterest which will stop him from taking the final decision of actuallybuying the product. Hence, it becomes an important task for the salespersonto help his prospect in taking the final decision.At this stage; the salesperson tries to push the prospect into a situation to

take a decision; and the deal is closed skilfully and successfully. This is whatis expected of a salesperson in this stage.

(blurtit.com) dateaccssed 29th june,2010

Example:. A single campaign can either grasp attention for a new product;raise interest for an existing product; promote desire for a product; ormotivate immediate action to purchase the product. However, a singlecampaign cannot move a product through all four stages at a single time. Ifthis is correct then an advertising campaign requires time and carefulplanning. The advertiser must be aware of the stage that his product hasgenerally reached. The moral is that you cannot with a single advertisingcampaign cause consumers to purchase an otherwise wholly unknownproduct. You need four advertising campaigns to achieve this, and theseneed to be spread out over time.

HIRRACHY OF EFFECT MODEL:

Among advertising theories, the hierarchy-of-effects model is predominant. Itshows clear steps of how advertising works.Hierarchy of effects Model can beexplained with the help of a pyramid. First the lower level objectives such asawareness, knowledge or comprehension are accomplished. Subsequentobjectives may focus on moving prospects to higher levels in the pyramid toelicit desired behavioral responses such as associating feelings with thebrand, trial, or regular use etc. it is easier to accomplish ad objectiveslocated at the base of the pyramid than the ones towards the top. Thepercentage of prospective customers will decline as they move up thepyramid towards more action

Awareness: If most of the target audience is unaware of the object, thecommunicator’s task is to build awareness, perhaps just name recognition,with simple messages repeating the product name. Consumers must becomeaware of the brand. This isn’t as straightforward as it seems. Capturingsomeone’s attention doesn’t mean they will notice the brand name. Thus,the brand name needs to be made focal to get consumers to become aware.

Knowledge:The target audience might have product awareness but not

know much more; hence this stage involves creating brand knowledge. This

is where comprehension of the brand name and what it stands for become

important. What are the brand’s specific appeals, its benefits? In what way is

it different than competitor’s brands? Who is the target market? These are

the types of questions that must be answered if consumers are to achieve

the step of brand knowledge.

Liking: If target members know the product, how do they feel about it? If

the audience looks unfavourably towards the product to communicator has

to find out why. If the unfavorable view is based on real problems, a

communication campaigns alone cannot do the job. For product problem it is

necessary to first fix the problem and only then can you communicate its

renewed quality.

Preference:The target audience might like the product but not prefer it to

others. In this case, the communicator must try to build consumer

preference by promoting quality, value, performance and other features.

The communicator can check the campaigns success by measuring audience

preference before and after the campaign.

Conviction:A target audience might prefer a particular product but not

develop a conviction about buying it. The communicator’s job is to build

conviction among the target audience.

Purchase: Finally, some members of the target audience might have

conviction but not quite get around to making the purchase. They may wait

for more information or plan to act later. The communicator must need

these consumers to take the final step, perhaps by offering the product at a

low price, offering a premium, or letting consumers tried out. This is where

consumers make a move to actually search out information or purchase.

Thus advertising is thought to work and follow a certain sequence wherebythe prospect is moved through a series of stages in succession fromunawareness to the purchase of the product.

Advertising cannot induce immediate behavioural response, rather a seriesof mental effects must occur with the fulfillment at each stage before

progress to the next stage is possible.oriented objectives, such as regularbrand use

(http://drypen.in/advertising/hierarchy-of-effects-model.html)

Maslows harrachy of needs:

Abraham Maslow developed the Hierarchy of Needs model in 1940-50's USA.Maslow's Hierarchy of Needs remains valid today for understanding humanmotivation and for management training. Maslow's original five-stageHierarchy of Needs model is attributable to Maslow; Each of us is motivatedby needs. Our most basic needs are inborn, having evolved over tens ofthousands of years. Abraham Maslow's Hierarchy of Needs helps to explainhow these needs motivate us all

Maslow's Hierarchy of Needs states that we must satisfy each need in turn,starting with the first, which deals with the most obvious needs for survivalitself. Only when the lower order needs of physical and emotional well-beingare satisfied.

Maslow said that needs must be satisfied in the given order. Aims and drivealways shift to next higher order needs. Levels 1 to 4 are deficiencymotivators; level 5, and by implication 6 to 8, are growth motivators andrelatively rarely found.

Example: You can't motivate someone to achieve their sales target (level 4)when they're having problems with their marriage (level 3). You can't expectsomeone to work as a team member (level 3) when they're having theirhouse re-possessed (level 2).

Source (http://www.futurehi.net/docs/Maslows_Hierarchy.html)

Biological and Physiological needs : air, food, drink, shelter, warmth,sex, sleep, etc.

Safety needs : protection from elements, security, order, law, limits,stability, etc.

Belongingness and Love needs : work group, family, affection,relationships, etc.

Esteem needs : self-esteem, achievement, mastery, independence, status,dominance, prestige, managerial responsibility, etc.

Self-Actualization needs - realising personal potential, self-fulfillment,seeking personal growth and peak experiences. (Businessballs.com)

Maslows theory and addvertising:

To help with training of Maslow's theory look for Maslow's Hierarchy of Needsmotivators in advertising. This is a great basis for Maslow and motivationtraining exercises:

Biological and Physiological needs: wife/child-abuse help-lines, socialsecurity benefits, Samaritans, roadside recovery.

Safety needs : home security products (alarms, etc), house an contentsinsurance, life assurance, schools.

Belongingness and Love needs : dating and match-making services, chat-lines, clubs and membership societies, Macdonalds, 'family' themes like theold style Oxo stock cube ads.

Esteem needs : cosmetics, fast cars, home improvements, furniture,fashion clothes, drinks, lifestyle products and services.

Self-Actualization needs :Open University, and that's about it; little else inmainstream media because only 2% of population are self-actualizers, sothey don't constitute a very big part of the mainstream market.(Businessballs.com)

Example Of An Advertising CampaignAs bank offers services such as: checking accounts, loans, safety depositboxes, brokerage accounts and a whole host of other services. However, inthis advertising campaign I want to focus on using Maslow’s Hierarchy ofNeeds to develop a marketing campaign that is designed to attract newcustomers looking to open a saving account.

Campaign -Encouraging parents to open a savings account for theirchildren.

Target Audience – Current bank customers who are parents ofyounger children.

Media Used – In-branch posters, teller-helpers, small landing page onwebsite.

Three needs we will engage in this campgian such as saftey which will beconcerned about child financial future, love as we all love the kids so forgood future I do this and esteem the need of achivement and freedom ofclient. The terget audience Next let’s consider our prospect. Although we areaiming at “parents” I find it is more effective for me to envision the actualdecision-maker when creating the campaign. . For this campaign, I envisionthe mother as decision-maker, although I’m sure many fathers walk theirkids to the bank to open their first account. For those father who are no longin the comminity for example we will do four things that is

Acknowledge their alone-ness. (Esteem)

Acknowledge the importance of the decision. (Esteem)

Acknowledge the threat. (Safety)

Acknowledge the family (Love)

We will need to do this with our :

1. Headline

2. Photo

3. Subhead or Tag Line

4. Body Copy

5. Combination of all of these.

(funmarketer.com) date accssed 28th june,2010

How ufone is using humer on TVcs:

This was all started when Ufone was launched with tremendous packagesthat actually were priced in such a way that even a middle class consumercould easily go and buy a connection. With Faisal Qureshi, the mind behindall the ads with humorous appeal, the ads were loved by the masses.

Ufone is still following that humorous appeal in their ads and they arecreating impression in a great manner. The message behind those ads is wellcommunicated. But have you noticed something ? Recently, Jazz and Zongboth are trying to follow the same approach

There are very few local ads that leave their mark on the mind of the viewerinstantly. Not that there aren’t good ads being made but for how long doesone recall them is still quite unpredictable. Some very nicely made ads alsolose their charm after being watched twice or thrice. And some can evenbecome annoying as they keep popping up on the screen again and again. Attimes overspilling the message can be very harmful as well. But then thereare also quite a few commercials that slowly and gradually grow on to youand then you just wait to hear or watch them.

Ufone wasn’t coming up with any great commercials for sometime if we lookback in the last few years, while the rest of the telcos were doing their flashy

advertising. I just recalled one of the older Ufone ads of those times theUfone Public Demand ad with Meera, Gia Ali and Veena Malik. Peoplewatched, stressed their eyeballs and harmones a bit and then forgot inHowever, Ufone made a u-turn with Faisal Qureshi’s amazing concepts since2008, which was probably the thing Ufone was looking out for.

Although, telecoms have so much money to spend that they are all comingup with countless campaigns every now and then. At times, it is even difficultto recall what the ad is all about. Or one just gets confused with thepackages being offered by one company and the other.

But, the series of ads Ufone has been coming up with for quite some timenow are a treat to watch. It’s just not me, I have heard so many others withinmedia and outside media say the same. People actually wait for a Ufone ad,especially the ending as each ad ends in a slightly different and humorousway. Something that Pakistanis enjoy watching thoroughly.

The Ramzan ads were also quite fun to watch with Naveen as the model,everybody loved watching the ad. The Ufone ad stood apart from the rest ofthe ads promoting bachat offers in their own ways, again leaving its mark.

And then who can forget the “Sab Se Sasti Call” Ad of Ufone. People lovedthe jingle and the way the entire ad was made. And the inspiration as wellwhich is pretty good too just in case anybody hasn’t seen it before. It is veryrare to find good local adaptations of international ideas but then again it alldepends on how one picks the ideas and adapts them to their requirementlocally, which was done in a decent manner in the Ufone ad.

( Propakistan.com and pakmediablog.net) date accssed 27june,2010

Source sickplaylist.com

In this add there is good background music in this add there is a story of boyand girl when the add starts hello salma its me faisal he said to girl now Ican call you any time beacause I have ufone connection and its charges arehalf and low your call is free and then he laugh oyy line rent bhi nahe haiheheh, and he was jumping with flower he was astonished when he heardthe voice she was the mother of salama and he said ohh soory wrongnumber so this add is fulll of fun and humer but also ufone comminacte theirmessage that it have low charges as comapre to other networks so theycommincate their message in humerious way and also promote their produc

The another add which is about the ufone connection . in this add adeelhasmi play the role of doctor and mehreen play the role pf patient somahreen compalin to doctor that my cell is not working and I canot listen ortak onmy cell the doctor replay that dude there is problem with yourconnection not your cell and he said that you should buy ufone or change thesim into ufone by dilaling specific number which is 033 12361236 . so in thisadd at the end doctor said to faisal qureshi what ur problem? He said sir Ihave no problem I want a new connection of ufone

Source (Slackmediaplaylist.com)