Understanding Communication and Advertising Models

ADVERTISEMENT YALE MODEL OF COMMUNICATION -SOURCE OF THE MESSAGE - A message is more likely to be paid attention to, and an attitude is more someone with credibility. likely to change as a result, if the message is perceived as coming from -This would include someone who is seen as an expert in the field, so, for example, adverts for skincare may use a "skincare expert" in a white coat to talk about the importance of a particular feature of the product. "The source of the message is auso more lively to be effective if they are deemed as "trustworthy". • It is the audience 's perception of the speaker that is important: what matters is whether an audience perceives a speaker to be trustworthy or an expert. -CONTENT OF THE MESSAGE • It is important that the desired aim of the message is made clear, an the argument is strong. • A message where two sides of an argument are presented is more effective in leading to Attitude change than one that only shows one side of the argument. • Evidence is also an important part of an effective message: the use of statistics or results of research is lively to convince an audience and therebre lead to altitude change. -CHANNEL OR NODE OF DELIVERY OF THE MESSAGE • The channel through which a message is delivered may have an effect on how persuasive a message is. • A message may be delivered verbally or in written form. La via television, newspapers, internet or social media • The effectiveness of the delivery mode will vary for different audiences, for example use of social media or television is more lively to be effective for a younger audience. -AUDIENCE OF THE MESSAGE Age affects the likelihood of an attitude change • Those aged 18-25 are most lively to be persuaded and those who are old are less likely to be persuaded • A less intelligent audience may be more lively to be persuaded as they are less inel to understand the information themselves so will be more lively to rely expert, • However, for an intelligent audience it is possible to persuade them, but in this case it is essential for the argument to be valid and based on evidence. -EFFECT THE MESSAGE HAS • If an audience pays attention to a message, and relains the information then the message can have a range of different effects. " first, the message can affect the opinions and thoughts of the audience • If an audience has paid attention to the message and the message is persuasive enough it may lead to the audience changing their attitude or beliefs. •This is a good start, but for the message to be truly effective it is necessary for the effects to go beyond internal thoughts and opinions and lead to behavioural change • If a message is persuasive enough to change the behaviors of its audience it has been truly effective. ADVERTISING MEDIA: Ciceri et al (2020) • Advertising can use a range of different media, from the more traditional media of print and television to the more recent, internet and smartphones. • Although newspapers are read far less now than they used to be, advertising is less effective over the internet; than through paper formats. • This is due to banner blindness; the tendency to avoid looking at banners when viewing websites. procedure •used a mack newspaper for each of three mediums: - A website displayed on a laptop - A printed paper edition - PDF file to be viewed on a tablet •Twenty-five read static adverts were included in each version. • Each of the 72 participants was asked to read the newspaper, at their own pace, on one of the three media, while eye tracking & EG measures were taken. • EEG measured the level of frustration felt by ps when viewing the adverts. • once the newspaper task was completed, it was followed by a distraction task for an hour and then a memory recognition task • In the recognition task they were shown 50 adverts (25 that they had seen and 25 were unseen) and were asked to say whether they had seen each advert. results •results from eye tracking showed that there was a significant difference in the amount of fixation time on adverts between the three media, with the most time being spent on tablets and the least time being spent on the website. • Recognition task- more accurate re all was found for those viewing the tablet, and least accurate recall for those viewing the website • EEG showed that, when viewing adverts, participants were less frustrated when viewing them on the tablet and the paper, more frustrated viewing on websites. •This could be due to the acceptance that adverts are part of a newspaper but that advertising on the internet is perceived as inntating •This study shows the importance of considering the media that is being used for advertising, and that marveting should consider the implications of this. strengths • High validity • High reliability I controls as its a lab experiment • Application to everyday life- important for marketing teams to be up to date with new research and use these findings to produce the most effective and successful adverts they can. weaknesses •Lacks ecological validity lab experiment PRODUCT PLACEMENT IN FILMS: Auty & Lewis 2004 Product placement-when a branded product is given a prominent position with a scene in a television programme or film. aim -To investigate the effect of product placement on children's subsequent choices -To see whether the age of the child influences the effect of product placement sample •two groups→ 6-7yrs and 11-12yrs ment on children's subsequent choices •105 children from state schools in the uk. • 6-7 yrs → limited processors •11-12 yrs → cued processors procedure •Pps randomly allocated to either the experimental group or control group •experimental group → shown a short clip from the film Home Alone. The clip shoured the family around the table eating pizza and drinking milk and pepsi. Pepsi is also mentioned by name in the dialogue. •control group→ shown a similar length clip from the same film, in which Kevin is Shaun eating macaroni cheese and drinking milk. •After watching the film clip, the children were questioned individually •They were first asked if they would live to help theneved to a drink from the table where two small cans of Pepsi ktuo of coca-cola were set up. •Experimental group→ children's choice of drink was recorded while the child was being asked to describe as much as they could remember about the film. If they did not mention Pepsi, they were given a sense of prompts to help them recall the brand of drink, and the number of prompts was recorded. they were asked if they had seen the film before, and, if so, how many times. •Control group → asked about what was drunk in the clip to see if prior viewing of the film brought about mistaken identification of pepsi as the drink being consumed. results • Experimental group → more likely to choose pepsi • younger age groups require more prompts. •The more times the children had seen the film the fewer prompts were needed to name pepsi •Children who had seen the film previously were more likely to choose Pepsi as their drink if they were in the experimental group. •No statistically significant difference between the age groups in terms of their ability to recall Pepsi conclusions • Previous exposure to the brand only influenced drink choice for those who had been reminded of the pepsi in the clip they viewed that day. • Product placement is effective: those who had seen pepsi in the film clip were significant. •More likely to choose pepsi than those who hadn't seen it in the film clip land this effect was even greater for those who had also seen the film previously. evaluation •strengths- both qualitative and quantitative data. high validity and reliability •weaknesses- low generalisability, lacks ecological validity, ethical issues (use of children) •det vs free will: someone who viewed film where pepsi was prominent was significantly more likely to choose pepsi (determinism) however free will is also playing part here, people are not just subject to external forces but that they are responsible for their own decisions and actions so can decide freely which drink to choose •use of children: it may not be fully ethical as children may not understand the experiment so they may not be fully aware that they are being part of the study EFFECTIVE SLOGANS (Kohli et al., 2007) Literary review -Three key elements of brand identity are slogans, logo and name -BRAND KNOWLEDGE= *Brand awareness: brand recall (what can be remembered without any cues), brand recognition (ability to identify name from a list). *Brand image: brand logo. -Slogans increase brand awareness and brand knowledge -Slogans must affect brand awareness and positively affect brand image 1 KEEP YOUR EYE ON THE HORIZON-Researchers recommend that advertisers have a long-term view about where they want their product to be. Slogans need to stand the test of time. 2. BRAND POSITIONING TOOL-The slogan should make clear what position it takes... based on product features, benefits of purchasing products, they can be simple. 3. LINK SLOGAN TO THE BRAND-The level of incorrect slogan recall is very high so advertisers should include brana name in slogan. 4. PLEASE REPEAT THAT-According to researchers-repetition of the slogan in any ad leads to better recall, so slogan should be used more than once. 5. JINGLE JANGLE-Jingles can enhance memorability of a product in the short term, so they should be used 6. USE SLOGANS AT THE OUTSET- slogans are a fundamental component to brand identity, so when a business advertises new products from an old company, a slogan can cement brand id. 7. BE CREATIVE-Keeping it simple may not be the most effective, because It involves simple processing and therefore easily forgotten. NyQuil- night time sniffing, sneezing. conclusions There are no specific guidelines but this is a list of suggestions. Companies can try to follow to increase brand awareness thereby sales. BRAND RECOGNITION IN CHILDREN: Fischer et al. 1991 -Brand recognition: the ability for consumers to recognise a brand from visual or auditory cues such as logos or slogans -In advertising classical conditioning can work in two ways: by associating a brand with a positive feeling and by associating a product with its logo -Brand awareness: the extent to which consumers are familiar with a brand -Children’s knowledge of brands can be measured in terms of brand logo, brand character and brand advertisement aim to investigate brand awareness in children sample 229 children aged 3-6 yrs from USA procedure -22 brand logos, including ten children’s brands, seven adult and five cigarette brands -each logo was printed in a card and no information was included that clues to the product -recognition was measured by asking the children to match the 22 logo cards to one of 12 product categories pictures on a game board results -the children showed good recognition rates for the children’s brand logos -all cigarette brands were well recognised with one brand being recognised by over half of the children -recognition increased with age for children’s brands, cigarette and adult brands -no effect from race or gender -children from homes where parents smoked were more likely to recognise cigarette logos -other adult products were recognised between 16% and 54% of the time, with car brands logos being recognised the most conclusions -children demonstrated high recognition rates for products targeted at children and adults -it was surprising and worrying that children would recognise cigarette brands so well especially considering that cigarettes brands have not been allowed to advertise on TV in the USA for decades -this shows the power of environmental advertising such as billboards, sponsorship displays, t-shirts and other items ADVERTISING AND CONSUMER PERSONALITY: snyder and debono 1985 -High self monitoring: individuals strive to be the type of person required for any situation they are in, they adjust their behaviour to fit into different social situations -Low self monitoring: individual doesn’t amend their behaviour to fit into different social situations, instead they are guided by their own attitudes and feelings -Soft sell: product image -Hard sell: product quality aim to find out whether differences between high and low self monitoring individuals would influence the likelihood of consuming a product sample -40 participants (male/women) -volunteers from university in america -separated into high/low self monitoring procedure -an experimenter phoned each ps and claimed to be a market researcher asking whether they would be interested in trying a new shampoo -he then delivered one of two messages about the shampoo: an image message or a quality message -image message: lab tests showed that compared to other brands the shampoo was rated an average for how it cleans your hair but above average on how it makes your hair look -quality message: lab tests showed that compared to other brands the shampoo was rated as average for how good it makes your hair look but above average for how clean it gets your hair -ps were then asked which response best described how willing they were to use the shampoo: definitely not, probably not, unsure, probably yes, definitely yes, to give a percentage indicating how willing they were to use the shampoo results -high self monitoring individuals were more likely to try the shampoo if they believed it would leave their hair looking good -low self monitoring individuals were more willing to try the shampoo if they believed it would leave their hair very clean conclusions -high self monitoring individuals more willing to try a product based on the images associated with it (hair looks good) -low self monitoring individuals more willing to try a product based on the products quality (hair is clean) strengths -high reliability -high validity -high ecological validity weaknesses -lacks qualitative data -low generalisability -cultural bias issues and debates application to everyday life- the amount someone is willing to spend on a product and how likely they are to try it are what really matters in the real world of advertising and selling products. Advertising campaigns could be produced to account for both high and low monitoring individuals to try maximising sales MARKETING MIX MODELS: the 4 Ps (McCarthy) the 4 Cs (Lauterborn) TARGET MARKET (4 Ps) the product mix: 1-the physical product characteristics (dimensions,potential usage and life span) 2-the extensive product added extras (ie packaging, brand name, guarantee) 3-total product: the overall product aspects and any values that a customer may place on it (overall perceptions of the company that could be placed onto the new product) the price: the company must consider a realistic price for the product based on its potential market place, for example should it be sold as a multipack in the supermarket or exclusively for one shop or chain of shops the place: 1-geographical location where the product may be sold, shopping centre may be. a good place to start because promotional offers can be used or the company can pay a supermarket to shelf it at eye level for a certain amount of time 2-the way the product will be distributed, will the product be sold directly to the consumer (via website only) or in a shop? the promotion: this covers all the different ways in which a company can promote its product, these include public relations, trying to obtain free publicity, actual advertising, undertaking sales promotions and cold calling potential customers MARKETING MIX (4 Cs) convenience to buy: how shoppers actually buy things, requires research as many ppl like to purchase online so it’s important to have an easy to navigate website but also ppl still go outside the home to shop. A company needs to offer a variety of ways customers can purchase its products (old + new). Book- you can also buy online/Clothes- try on in store consumers wants+needs: products can only be sold to ppl who actually want to buy them so research into consumer needs is vital to success, products are developed to meet the needs of the consumer, by researching the market companies learn what consumers want to buy and market research selling at ppl vd selling to and for ppl communication: a company has to listen to consumers when launching a product, communication goes both ways (talk and listen) the company should ask consumers what they want and what they need some companies ask consumers to try products and write reviews (all communication should be a dialogue). cost to safety: refers to overall cost of the product that actually satisfies the need of the consumer, the raw price a product is sold at is irrelevant, all aspects need to be considered such as distance one is willing to travel, ethical conscience of the consumer about buying/using product and what would it mean to the consumer if he/she owned it/ bought it/ consumed it. ex) xbox+controls+games

YALE MODEL OF COMMUNICATION
-SOURCE OF THE MESSAGE
- A message is more likely to be paid attention to, and an attitude is more someone with credibility.
likely to change as a result, if the message is perceived as coming from 
-This would include someone who is seen as an expert in the field, so, for example, adverts for skincare may use a "skincare expert" in a white coat to talk about the importance of a particular feature of the product.
"The source of the message is auso more lively to be effective if they are deemed as "trustworthy".
• It is the audience 's perception of the speaker that is important: what matters is whether an audience perceives a speaker to be trustworthy or an expert.
-CONTENT OF THE MESSAGE
• It is important that the desired aim of the message is made clear, an the argument is strong.
• A message where two sides of an argument are presented is more effective in leading to Attitude change than one that only shows one side of the argument.
• Evidence is also an important part of an effective message: the use of statistics or results of research is lively to convince an audience and therebre lead to altitude change.
-CHANNEL OR NODE OF DELIVERY OF THE MESSAGE
• The channel through which a message is delivered may have an effect on how persuasive a message is.
• A message may be delivered verbally or in written form.
La via television, newspapers, internet or social media
• The effectiveness of the delivery mode will vary for different audiences, for example use of social media or television is more lively to be effective for a younger audience.
-AUDIENCE OF THE MESSAGE
Age affects the likelihood of an attitude change
• Those aged 18-25 are most lively to be persuaded and those who are old are less likely to be persuaded
• A less intelligent audience may be more lively to be persuaded as they are less inel to understand the information themselves so will be more lively to rely expert,
• However, for an intelligent audience it is possible to persuade them, but in this case it is essential for the argument to be valid and based on evidence.
-EFFECT THE MESSAGE HAS
• If an audience pays attention to a message, and relains the information then the message can have a range of different effects.
" first, the message can affect the opinions and thoughts of the audience
• If an audience has paid attention to the message and the message is persuasive enough it may lead to the audience changing their attitude or beliefs. 
•This is a good start, but for the message to be truly effective it is necessary for the effects to go beyond internal thoughts and opinions and lead to behavioural change
• If a message is persuasive enough to change the behaviors of its audience it has been truly effective.

ADVERTISING MEDIA: Ciceri et al (2020)
• Advertising can use a range of different media, from the more traditional media of print and television to the more recent, internet and smartphones.
• Although newspapers are read far less now than they used to be, advertising is less effective over the internet; than through paper formats.
• This is due to banner blindness; the tendency to avoid looking at banners when viewing websites.
procedure
•used a mack newspaper for each of three mediums:
- A website displayed on a laptop
- A printed paper edition
- PDF file to be viewed on a tablet  
•Twenty-five read static adverts were included in each version.
• Each of the 72 participants was asked to read the newspaper, at their own pace, on one of the three media, while eye tracking & EG measures were taken.
• EEG measured the level of frustration felt by ps when viewing the adverts. 
• once the newspaper task was completed, it was followed by a distraction task for an hour and then a memory recognition task
• In the recognition task they were shown 50 adverts (25 that they had seen and 25 were unseen) and were asked to say whether they had seen each advert.
results
•results from eye tracking showed that there was a significant difference in the amount of fixation time on adverts between the three media, with the most time being spent on tablets and the least time being spent on the website.
• Recognition task- more accurate re all was found for those viewing the tablet, and least accurate recall for those viewing the website
• EEG showed that, when viewing adverts, participants were less frustrated when viewing them on the tablet and the paper, more frustrated viewing on websites.
•This could be due to the acceptance that adverts are part of a newspaper but that advertising on the internet is perceived as inntating
•This study shows the importance of considering the media that is being used for advertising, and that marveting should consider the implications of this.
strengths
• High validity
• High reliability I controls as its a lab experiment 
• Application to everyday life- important for marketing teams to be up to date with new research and use these findings to produce the most effective and successful adverts they can.
weaknesses
•Lacks ecological validity lab experiment

PRODUCT PLACEMENT IN FILMS: Auty & Lewis 2004
Product placement-when a branded product is given a prominent position with a scene in a television programme or film.
aim
-To investigate the effect of product placement on children's subsequent choices
-To see whether the age of the child influences the effect of product placement
sample
•two groups→ 6-7yrs and 11-12yrs 
ment on children's subsequent choices
•105 children from state schools in the uk.
• 6-7 yrs → limited processors
•11-12 yrs → cued processors
procedure
•Pps randomly allocated to either the experimental group or control group 
•experimental group → shown a short clip from the film Home Alone.
The clip shoured the family around the table eating pizza and drinking milk and pepsi. Pepsi is also mentioned by name in the dialogue.
•control group→ shown a similar length clip from the same film, in which Kevin is Shaun eating macaroni cheese and drinking milk.
•After watching the film clip, the children were questioned individually •They were first asked if they would live to help theneved to a drink from the table where two small cans of Pepsi ktuo of coca-cola were set up.
•Experimental group→ children's choice of drink was recorded while the child was being asked to describe as much as they could remember about the film. If they did not mention Pepsi, they were given a sense of prompts to help them recall the brand of drink, and the number of prompts was recorded. they were asked if they had seen the film before, and, if so, how many times. 
•Control group → asked about what was drunk in the clip to see if prior viewing of the film brought about mistaken identification of pepsi as the drink being consumed.
results
• Experimental group → more likely to choose pepsi 
• younger age groups require more prompts.
•The more times the children had seen the film the fewer prompts were needed to name pepsi 
•Children who had seen the film previously were more likely to choose Pepsi as their drink if they were in the experimental group.
•No statistically significant difference between the age groups in terms of their ability to recall Pepsi
conclusions
• Previous exposure to the brand only influenced drink choice for those who had been reminded of the pepsi in the clip they viewed that day.
• Product placement is effective: those who had seen pepsi in the film clip were significant.
•More likely to choose pepsi than those who hadn't seen it in the film clip land this effect was even greater for those who had also seen the film previously.
evaluation
•strengths- both qualitative and quantitative data. high validity and reliability
•weaknesses- low generalisability, lacks ecological validity, ethical issues (use of children)
•det vs free will: someone who viewed film where pepsi was prominent was significantly more likely to choose pepsi (determinism) however free will is also playing part here, people are not just subject to external forces but that they are responsible for their own decisions and actions so can decide freely which drink to choose
•use of children: it may not be fully ethical as children may not understand the experiment so they may not be fully aware that they are being part of the study

EFFECTIVE SLOGANS (Kohli et al., 2007) Literary review
-Three key elements of brand identity are slogans, logo and name
-BRAND KNOWLEDGE= 
*Brand awareness: brand recall (what can be remembered without any cues), brand recognition (ability to identify name from a list). *Brand image: brand logo.
-Slogans increase brand awareness and brand knowledge
-Slogans must affect brand awareness and positively affect brand image
1 KEEP YOUR EYE ON THE HORIZON-Researchers recommend that advertisers have a long-term view about where they want their product to be. Slogans need to stand the test of time.
2. BRAND POSITIONING TOOL-The slogan should make clear what position it takes... based on product features, benefits of purchasing
products, they can be simple.
3. LINK SLOGAN TO THE BRAND-The level of incorrect slogan recall is very high so advertisers should include brana name in slogan.
4. PLEASE REPEAT THAT-According to researchers-repetition of the slogan in any ad leads to better recall, so slogan should be used more than once.
5. JINGLE JANGLE-Jingles can enhance memorability of a product in the short term, so they should be used
6. USE SLOGANS AT THE OUTSET- slogans are a fundamental component to brand identity, so when a business advertises new products from an old company, a slogan can cement brand id.
7. BE CREATIVE-Keeping it simple may not be the most effective, because It involves simple processing and therefore easily forgotten.
NyQuil- night time sniffing, sneezing.
conclusions
There are no specific guidelines but this is a list of suggestions. Companies can try to follow to increase brand awareness thereby sales.

BRAND RECOGNITION IN CHILDREN: Fischer et al. 1991
-Brand recognition: the ability for consumers to recognise a brand from visual or auditory cues such as logos or slogans
-In advertising classical conditioning can work in two ways: by associating a brand with a positive feeling and by associating a product with its logo
-Brand awareness: the extent to which consumers are familiar with a brand
-Children’s knowledge of brands can be measured in terms of brand logo, brand character and brand advertisement
aim
to investigate brand awareness in children 
sample
229 children aged 3-6 yrs from USA
procedure
-22 brand logos, including ten children’s brands, seven adult and five cigarette brands
-each logo was printed in a card and no information was included that clues to the product 
-recognition was measured by asking the children to match the 22 logo cards to one of 12 product categories pictures on a game board
results
-the children showed good recognition rates for the children’s brand logos 
-all cigarette brands were well recognised with one brand being recognised by over half of the children 
-recognition increased with age for children’s brands, cigarette and adult brands
-no effect from race or gender 
-children from homes where parents smoked were more likely to recognise cigarette logos 
-other adult products were recognised between 16% and 54% of the time, with car brands logos being recognised the most
conclusions
-children demonstrated high recognition rates for products targeted at children and adults
-it was surprising and worrying that children would recognise cigarette brands so well especially considering that cigarettes brands have not been allowed to advertise on TV in the USA for decades 
-this shows the power of environmental advertising such as billboards, sponsorship displays, t-shirts and other items

ADVERTISING AND CONSUMER PERSONALITY: snyder and debono 1985
-High self monitoring: individuals strive to be the type of person required for any situation they are in, they adjust their behaviour to fit into different social situations
-Low self monitoring: individual doesn’t amend their behaviour to fit into different social situations, instead they are guided by their own attitudes and feelings
-Soft sell: product image 
-Hard sell: product quality 
aim
to find out whether differences between high and low self monitoring individuals would influence the likelihood of consuming a product 
sample
-40 participants (male/women)
-volunteers from university in america
-separated into high/low self monitoring 
procedure 
-an experimenter phoned each ps and claimed to be a market researcher asking whether they would be interested in trying a new shampoo
-he then delivered one of two messages about the shampoo: an image message or a quality message
-image message: lab tests showed that compared to other brands the shampoo was rated an average for how it cleans your hair but above average on how it makes your hair look
-quality message: lab tests showed that compared to other brands the shampoo was rated as average for how good it makes your hair look but above average for how clean it gets your hair
-ps were then asked which response best described how willing they were to use the shampoo: definitely not, probably not, unsure, probably yes, definitely yes, to give a percentage indicating how willing they were to use the shampoo 
results
-high self monitoring individuals were more likely to try the shampoo if they believed it would leave their hair looking good
-low self monitoring individuals were more willing to try the shampoo if they believed it would leave their hair very clean
conclusions
-high self monitoring individuals more willing to try a product based on the images associated with it (hair looks good)
-low self monitoring individuals more willing to try a product based on the products quality (hair is clean)
strengths
-high reliability 
-high validity
-high ecological validity
weaknesses
-lacks qualitative data
-low generalisability 
-cultural bias
issues and debates
application to everyday life- the amount someone is willing to spend on a product and how likely they are to try it are what really matters in the real world of advertising and selling products. Advertising campaigns could be produced to account for both high and low monitoring individuals to try maximising sales

MARKETING MIX MODELS: the 4 Ps (McCarthy) the 4 Cs (Lauterborn)

TARGET MARKET (4 Ps)
the product mix:
1-the physical product characteristics (dimensions,potential usage and life span)
2-the extensive product added extras (ie packaging, brand name, guarantee)
3-total product: the overall product aspects and any values that a customer may place on it (overall perceptions of the company that could be placed onto the new product)
the price:
the company must consider a realistic price for the product based on its potential market place, for example should it be sold as a multipack in the supermarket or exclusively for one shop or chain of shops
the place:
1-geographical location where the product may be sold, shopping centre may be. a good place to start because promotional offers can be used or the company can pay a supermarket to shelf it at eye level for a certain amount of time 
2-the way the product will be distributed, will the product be sold directly to the consumer (via website only) or in a shop?
the promotion:
this covers all the different ways in which a company can promote its product, these include public relations, trying to obtain free publicity, actual advertising, undertaking sales promotions and cold calling potential customers

MARKETING MIX (4 Cs)
convenience to buy: how shoppers actually buy things, requires research as many ppl like to purchase online so it’s important to have an easy to navigate website but also ppl still go outside the home to shop. A company needs to offer a variety of ways customers can purchase its products (old + new). Book- you can also buy online/Clothes- try on in store
consumers wants+needs: 
products can only be sold to ppl who actually want to buy them so research into consumer needs is vital to success, products are developed to meet the needs of the consumer, by researching the market companies learn what consumers want to buy and market research selling at ppl vd selling to and for ppl
communication:
a company has to listen to consumers when launching a product, communication goes both ways (talk and listen) the company should ask consumers what they want and what they need some companies ask consumers to try products and write reviews (all communication should be a dialogue).
cost to safety:
refers to overall cost of the product that actually satisfies the need of the consumer, the raw price a product is sold at is irrelevant, all aspects need to be considered such as distance one is willing to travel, ethical conscience of the consumer about buying/using product and what would it mean to the consumer if he/she owned it/ bought it/ consumed it.
ex) xbox+controls+games

Transcript for:Understanding Communication and Advertising Models

Transcript for:
Understanding Communication and Advertising Models