Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Chapter 4 Consumers and the Communications Process: SS+K Gets to Know Its Consumers Figure 4.1 Twelve Months to Launch! We are now twelve months from the launch of the msnbc.com campaign. The SS+K team needs to start thinking seriously about how it’s going to make consumers crave the msnbc.com brand of news. Before they can do that, however, they need to take a step back to understand how advertisers “talk” to customers—what works and what doesn’t, and what determines what works. This means we need to take a look at communications and break down a complicated process into simpler elements. Does it matter exactly what we say? Who says it? Where people get the message? How about others’ opinions—to what extent are our own preferences shaped (consciously or not) by what we believe others like or dislike? And, with the magical world of technology, how might the advertiser/consumer relationship evolve? Saylor URL: http://www.saylor.org/books Saylor.org 91
4.1 From Talking to Consumers to Talking with Consumers LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. Describe the traditional linear communications model. 2. Describe the new interactive, nonlinear, multivocal communications model. The Traditional Linear Communications Model Figure 4.2 The Traditional Communications Model For most of history, advertisers talked to consumers—the traditional communications model was a oneway street. It was pretty simple, really: The source (such as an advertising agency) created a message (the advertisement) and selected the medium (newspaper, TV, outdoor, etc.) that carried it to the receiver (the consumer). The consumer may have given feedback to the source about the message (typically only indirectly, namely by buying the advertised product or service or not)—and of course she may have ignored it, just as people often do today—but the line of communication was clearly drawn. The producer called the shots and the message was univocal (one voice). A New Interactive, Nonlinear, Multivocal Communications Model Flash forward to a more dynamic—and chaotic—picture. Today, advertising messages come from many sources simultaneously through different media that target different receivers (consumers, business partners, stockholders, even government officials). At the same time, receivers talk with one another and they may initiate their own communication with the sender, whether that organization wants to hear it or not. The updated communications model is interactive, nonlinear, and multivocal (many voices). In addition, consumers now may choose to opt out of listening to a particular message—they often get to decide which Saylor URL: http://www.saylor.org/books Saylor.org 92
- Page 42 and 43: Figure 2.8 A sales promotion is a t
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- Page 46 and 47: Figure 2.10 Matrix Organization in
- Page 48 and 49: P&G reacted to this problem when it
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- Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
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- Page 98 and 99: Figure 4.4 SS+K used actor George C
- Page 100 and 101: SS+K developed a comparative messag
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4.1 From Talk<strong>in</strong>g to Consumers to Talk<strong>in</strong>g with Consumers<br />
LEARNING OBJECTIVES<br />
After study<strong>in</strong>g this section, students should be able to do the follow<strong>in</strong>g:<br />
1. Describe the traditional l<strong>in</strong>ear communications model.<br />
2. Describe the new <strong>in</strong>teractive, nonl<strong>in</strong>ear, multivocal communications model.<br />
The Traditional L<strong>in</strong>ear Communications Model<br />
Figure 4.2 The Traditional Communications Model<br />
For most of history, advertisers talked to consumers—the traditional communications model was a oneway<br />
street. It was pretty simple, really: The source (such as an advertis<strong>in</strong>g agency) created a message (the<br />
advertisement) <strong>and</strong> selected the medium (newspaper, TV, outdoor, etc.) that carried it to the receiver (the<br />
consumer). The consumer may have given feedback to the source about the message (typically only<br />
<strong>in</strong>directly, namely by buy<strong>in</strong>g the advertised product or service or not)—<strong>and</strong> of course she may have<br />
ignored it, just as people often do today—but the l<strong>in</strong>e of communication was clearly drawn. The producer<br />
called the shots <strong>and</strong> the message was univocal (one voice).<br />
A New Interactive, Nonl<strong>in</strong>ear, Multivocal Communications Model<br />
Flash forward to a more dynamic—<strong>and</strong> chaotic—picture. Today, advertis<strong>in</strong>g messages come from many<br />
sources simultaneously through different media that target different receivers (consumers, bus<strong>in</strong>ess<br />
partners, stockholders, even government officials). At the same time, receivers talk with one another <strong>and</strong><br />
they may <strong>in</strong>itiate their own communication with the sender, whether that organization wants to hear it or<br />
not.<br />
The updated communications model is <strong>in</strong>teractive, nonl<strong>in</strong>ear, <strong>and</strong> multivocal (many voices). In addition,<br />
consumers now may choose to opt out of listen<strong>in</strong>g to a particular message—they often get to decide which<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
92
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