《Marketing English》课件-Unit 14课件-英语

Unit14.StepsinDevelopingEffectiveCommunicationMarketersneedtounderstandhowcommunicationworks.Communicationinvolvesthenineelementsshowninthefigureonnextchart.Twooftheseelementsarethemajorpartiesinacommunication—thesenderandthereceiver.Anothertwoarethemajorcommunicationtools—themessageandthemedia.Fourmorearemajorcommunicationfunctions—encoding,decoding,response,andfeedback.Thelastelementisnoiseinthesystem.Let’slookatthedefinitionsoftheseelementsbyusingaMcDonald’stelevisionad:

3ElementsintheCommunicationProcess(SeeP.236Fig.14.1)Sender:Thepartysendingthemessagetoanotherparty—-McDonald’s.Encoding:Theprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.Media:Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.byfamilymemberswhilewatchingthead.Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.Receiver:Thepartyreceivingthemessagesentbyanotherparty—theconsumerwhowatchestheMcDonald’sad.Response:Thereactionsofthereceiverafterbeingexposedtothemessage—anyofhundredsofpossibleresponses,suchastheconsumerlikesMcDonald’sbetter,ismorelikelytoeatatMcDonald’snexttimeheorsheeatsfastfood,ordoesnothing.Feedback:Thepartofthereceiver’sresponsecommunicatedbacktothesender—McDonald’sresearchshowsthatconsumerslikeandrememberthead,orconsumerswriteorcallMcDonald’spraisingorcriticizingtheadorMcDonald’sproducts.Noise:Theunplannedstaticordistortionduringthecommunicationprocess,whichresultsinthereceiver’sgettingadifferentmessagethantheonethesendersent—theconsumerhaspoorTVreceptionorisdistracted.Thismodelpointsoutseveralkeyfactorsingoodcommunication.Sendersneedtoknowwhataudiencestheywishtoreachandwhatresponsestheywant.Theymustbegoodatencodingmessagesthattakeintoaccounthowthetargetaudiencedecodes

them.Theymustsendmessagesthroughmediathatreachtargetaudiences,andtheymustdevelopfeedbackchannelssothattheycanassesstheaudience’sresponsetothemessage.Thus,themarketingcommunicatormustdothefollowing:identifythetargetaudience;determinetheresponsesought;chooseamessage;choosethemediathroughwhichtosendthemessage;selectthemessagesource;andcollectfeedback.

IdentifyingtheTargetAudience

Amarketingcommunicatorstartswithacleartargetaudienceinmind.Theaudiencemaybepotentialbuyersorcurrentusers,thosewhomakethebuyingdecisionorthosewhoinfluenceit.Theaudiencemaybeindividuals,groups,specialpublics,orthegeneralpublic.Thetargetaudiencewillheavilyaffectthecommunicator’sdecisionsonwhatwillbesaid,howitwillbesaid,whenitwillbesaid,whereitwillbesaid,andwhowillsayit.

DeterminingtheResponseSought

Oncethetargetaudiencehasbeendefined,themarketingcommunicatormustdecidewhatresponseissought.Ofcourse,inmostcases,thefinalresponseispurchase.Butpurchaseistheresultofalongprocessofconsumerdecisionmaking.Thetargetaudiencemaybeinanyofsixbuyer-readinessstages,thestagesconsumersnormallypassthroughontheirwaytomakingapurchase.Themarketingcommunicatorneedstoknowwherethetargetaudiencenowstandsandtowhatstageitneedstobemoved.Thesestagesincludeawareness,knowledge,liking,preference,conviction,orpurchase.10Step1.IdentifyingtheTargetAudienceStep2.DeterminingtheCommunicationObjectivesBuyerReadinessStagesPurchaseConvictionPreferenceLikingKnowledgeAwarenessStepsinDevelopingEffectiveCommunicationThemarketingcommunicator’stargetmarketmaybetotallyunawareoftheproduct,knowonlyitsname,orknowoneorafewthingsaboutit.Thecommunicatormustfirstbuildawarenessandknowledge.Forexample,whenNissanintroduceditsInfinitiautomobileline,itbeganwithanextensive“teaser”advertisingcampaigntocreatenamefamiliarity.InitialadsfortheInfiniticreatedcuriosityandawarenessbyshowingthecar’snamebutnotthecar.Lateradscreatedknowledgebyinformingpotentialbuyersofthecar’shighqualityandmanyinnovativefeatures.Assumingtargetconsumersknowtheproduct,howdotheyfeelaboutit?OncepotentialbuyersknowabouttheInfiniti,Nissan’smarketerswanttomovethemthroughsuccessivelystrongerstagesoffeelingstowardthecar.Thesestagesincludeliking(feelingfavorableabouttheInfiniti),preference(preferringInfinititoothercarbrands),andconviction(believingthatInfinitiisthebestcarforthem).Infinitimarketerscanuseacombinationofthepromotionmixtoolstocreatepositivefeelingsandconviction.AdvertisingextolstheInfiniti’sadvantagesovercompetingbrands.Pressreleasesandotherpublicrelationsactivitiesstressthecar’sinnovativefeaturesandperformance.CarDealersalespeopletellbuyersaboutoptions,valuefortheprice,andafter-saleservice.Finally,somemembersofthetargetmarketmightbeconvincedabouttheproduct,butnotquitegetaroundtomakingthepurchase.PotentialInfinitibuyersmaydecidetowaitformoreinformation,orfortheeconomytoimprove.Thecommunicatormustleadtheseconsumerstotakethefinalstep.Actionsmightincludeofferingspecialpromotionalprices,rebates,orpremiums.Salespeoplemightcallorwritetoselectedcustomers,invitingthemtovisitthedealershipforaspecialshowing.Indiscussingbuyerreadinessstates,wehaveassumedthatbuyerspassthroughcognitive(awareness,knowledge);affective(liking,preference,conviction);andbehavioral(purchase)stages,inthatorder.This“learn-feel-do”sequenceisappropriatewhenbuyershavehighinvolvementwithaproductcategoryandperceivebrandsinthecategorytobehighlydifferentiated,asisthecasewhentheypurchaseaproductsuchasanautomobile.Butconsumersoftenfollowothersequences.Forexample,theymightfollowa“do-feel-learn”sequenceforhigh-involvementproductswithlittleperceiveddifferentiation,suchasaluminumsiding.Stillathirdsequenceisthe“learn-do-feel,”whereconsumershavelowinvolvementandperceivelittledifferentiation,asisthecasewhentheybuyaproductsuchassalt.Byunderstandingconsumers’buyingstagesandtheirsequence,themarketercandoabetterjobofplanningcommunications.16Step3.DesigningaMessageMessageContentRationalAppealsEmotionalAppealsMoralAppealsMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageFormatHeadline,Illustration,Copy,&ColorBodyLanguageStepsinDeveloping

EffectiveCommunicationAttentionInterestDesireActionChoosingAMessageHavingdefinedthedesiredaudienceresponse,thecommunicatorturnstodevelopinganeffectivemessage.Ideally,themessageshouldgetAttention,holdInterest,arouseDesire,andobtainAction(aframeworkknownastheAIDAmodel).Inpractice,fewmessagestaketheconsumerallthewayfromawarenesstopurchase,buttheAIDAframeworksuggeststhequalitiesofagoodmessage.Inputtingthemessagetogether,themarketingcommunicatormustsolvethreeproblems:whattosay(messagecontent),howtosayitlogically(messagestructure),andhowtosayitsymbolically(messageformat).MessageContentThecommunicatorhastofigureoutanappealorthemethatwillproducethedesiredresponse.Therearethreetypesofappeals:rational,emotional,andmoral.Rationalappealsrelatetotheaudience’sself-interest.Theyshowthattheproductwillproducethedesiredbenefits.Examplesaremessagesshowingaproduct’squality,economy,value,orperformance.Thus,initsads,Mercedesoffersautomobilesthatare“engineeredlikenoothercarintheworld,”stressingengineeringdesign,performance,andsafety.Thenpitchingcomputersystemstobusinessusers,IBMsalespeopletalkaboutquality,value,improvedproductivity,andservice.Emotionalappeals

attempttostirupeithernegativeorpositiveemotionsthatcanmotivatepurchase.Theseincludefear,guilt,andshameappealsthatgetpeopletodothingstheyshould(brushtheirteeth,buynewtires),ortostopdoingthingstheyshouldn’t(smoke,drinktoomuch,eatfattyfoods).Forexample,aCrestadinvokesmildfearwhenitclaims,“Therearesomethingsyoujustcan’taffordtogamblewith”(cavities).SodoesaMichelintireadthatfeaturescutebabiesandsuggests,“Becausesomuchisridingonyourtires.”Communicatorsalsousepositiveemotionalappealssuchaslove,humor,pride,andjoy.Moralappeals

aredirectedtotheaudience’ssenseofwhatis“right”and“proper.”Theyoftenareusedtourgepeopletosupportsocialcausessuchasacleanerenvironment,betterracerelations,equalrightsforwomen,andaidtotheneedy.AnexampleofamoralappealistheMarchofDimesappeal:“godmadeyouwhole.GivetohelpthoseHedidn’t.”MessageStructureThecommunicatoralsomustdecidehowtohandlethreemessage-structureissues.Thefirstiswhethertodrawaconclusionorleaveittotheaudience.Earlyresearchshowedthatdrawingaconclusionwasusuallymoreeffective.Morerecentresearch,however,suggeststhatinmanycasestheadvertiserisbetteroffaskingquestionsandlettingbuyerscometotheirownconclusions.Thesecondmessage-structureissueiswhethertopresentaone-sidedargument(mentioningonlytheproduct’sstrengths),oratwo-sidedargument(toutingtheproduct’sstrengthswhilealsoadmittingitsshortcomings).Usually,aone-sidedargumentismoreeffectiveinsalespresentations-exceptwhenaudiencesarehighlyeducated,negativelydisposed,orlikelytohearopposingclaims.Inthesecases,two-sidedmessagescanenhancetheadvertiser’scredibilityandmakebuyersmoreresistanttocompetitorattacks.Thethirdmessage-structureissueiswhethertopresentthestrongestargumentsfirstorlast.Presentingthemfirstgetsstrongattention,butmayleadtoananticlimacticending.MessageFormatThemarketingcommunicatoralsoneedsastrongformatforthemessage.Inaprintad,thecommunicatorhastodecideontheheadline,copy,illustration,andcolor.Toattractattention,advertiserscanusenoveltyandcontrast;eye-catchingpicturesandheadlines;distinctiveformats;messagesizeandposition;andcolor,shape,andmovement.Ifthemessageistobecarriedovertheradio,thecommunicatorhastochoosewords,sounds,andvoices.The“sound”ofanannouncerpromotingbankingservicesshouldbedifferentfromonepromotingqualityfurniture.24ReviewofKeyTermsandConceptsEncoding:

Encodinghere,inthiscontext,referstotheprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.编码

Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.广告信息Media:

Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.媒体25

Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.解码

Feedback:

Thepartofthereceiver’sresponsecommunicatedbacktothesender—McDonald’sresearchshowsthatconsumerslikeandrememberthead,orconsumerswriteorcallMcDonald’spraisingorcriticizingtheadorMcDonald’sproducts.信息反馈Noise:

Theunplannedstaticordistortionduringthecommunicationprocess,whichresultsinthereceiver’sgettingadifferentmessagethantheonethesendersent—theconsumerhaspoorTVreceptionorisdistractedbyfamilymemberswhilewatchingthead.噪音干扰26

Receiver:Thepartyreceivingthemessagesentbyanotherparty—theconsumerwhowatchestheMcDonald’sads.信息接收者

Response:

Thereactionsofthereceiverafterbeingexposedtothemessage—anyofhundredsofpossibleresponses,suchastheconsumerlikesMcDonald’sbetter,ismorelikelytoeatatMcDonald’snexttimeheorsheeatsfastfood,ordoesnothing.反应Buyer-readinessStages:

Thestagesconsumersnormallypassthroughontheirwaytomakingapurchase.Thesestagesincludeawareness,knowledge,liking,preference,conviction,andpurchase.

购买者待购阶段.DiscussionandReviewQuestions:

1.Howmanyelementsarethereinvolvedthecommunication?2.Whatarethecommunicationfunctions?3.Whatarethesendersneedtoknow?4.Whythesendsneedtodevelopfeedbackchannels?5.Howtoidentifythetargetaudience?Giveananswerbriefly.6.Whatistheresultofalongprocessofconsu