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Summarise from Telegram Readings : E.P.S. (pointers will do)

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Summarise from Telegram Readings : E.P.S. (pointers will do)

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Summarise from Telegram Readings : "Likelihood : Central Route"

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Summarise from Telegram Readings : "Likelihood : Central Route"

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Summarise from Telegram readings : "Likelihood : Peripheral Route"

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Summarise from Telegram readings : "Likelihood : Peripheral Route"

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Summarise from Telegram readings : 5 pointers from Message Structure"

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Summarise from Telegram readings : 5 pointers from Message Structure"

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Summarise from Telegram Readings : 5 Key Points from Communication Models

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Summarise from Telegram Readings : 5 Key Points from Communication Models

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Central route requires more thinking and understanding, the person has to care about the message and they should not be distracted. Which is the disadvantage; if the user is not directly related to the message they would not get it.

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Central : It is about the CONTENT of the Message/Advert
Linked to L1 :Obtain

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Central route requires thoughtful consideration of arguments that contains the message. This means that the person has to care about a product and have information about it to work, if the user does not have knowledge of the product or is distracted by something else he/she will ignore the message.

This can be linked to L1 of how customers obtain? By knowing how customers decide what they want to buy the marketer can design an appropriate advertisement to attract them to buy the product.

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Central Route requires a more in-depth consideration of arguments from the message. It requires more participation from the reader and focuses on the content of the message. The receiver of the message critically evaluate or analyse the message. However, it is not applicable to those who are distracted or unable to understand the message well. If the receiver is not directly affected, the message will be ignored.

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There are 3 ways to advertise your intended message to the general audience. Exposure, which is how many people have seen the advertisement, persuasion, if the audience is persuaded to carry out an action upon looking at the advertisement, and sales, how much income has been generated after the advertisement was being published.

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3 areas to evaluate the impact of advertising messages
- Exposure
(how many people have received the message)
- Persuasion
(how well the message was being delivered, understood, and interpreted correctly)
-  Sales
(how much sales have increased from the message, assess the impact on conversion rate)

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Measuring the effectiveness of promotional messages is through feedback.
- Sender must obtain feedback as promptly and accurately
- Can determine whether the message was received and how well the message has been received
- Enables the sender to reinforce/change the message to ensure it is understood in its intended way
- Allow immediate feedback through verbal as well as non-verbal cues
- Impact of impersonal communications is delayed, indirect and often inferred.

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Peripheral route has low involvement of the receiver. Message sent through this route is not analyzed cognitively. Focuses on the presentation of the message

Receiver is not sure whether to agree or disagree with message. May not be able to agree with message, so he will be persuaded by factors that have little to do with the message. (eg. packaging)

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Advertising Resonance and Positive and Negative Message Framing are two types of the message structure.
Advertising Resonance is defined as the use of words and/or graphic plays to generate a twofold meaning in advertising. According to studies, using resonance in commercials enhances the amount of information that may be remembered about the advertisement and its message. Adverts with this aspect also assist the advertising message stand out from the crowd and get noticed more than similar product advertisements.

Meanwhile, Positive framing emphasizes the advantages of using the product, while Negative framing emphasizes the disadvantages of not using it.

Celebrities, comparative advertising, fear, humour, sexual, timeliness advertising, and audience participation are the seven types of advertising appeals.

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The Central Route needs a thoughtful consideration of arguments which contains in the message, and requires more involvement from the part of reader or viewer. It focuses on the content of the message. The receiver of the message carefully analyse the message and think of it in every possible angle.

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Peripheral Route has a low involvement of receiver and is quite low. It focuses mainly on the presentation message such as visual or audio. It is to persuade audience to be attracted through visual pleasing packaging and less to do with the message.

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Central route require a thoughtful consideration of arguments which contain in the message. It requires more involvement from the part of reader or viewer how reads the content .When the receiver receive message , they analyze the message in each angle.But this is not applicable to those who are directly affected by the message and they choose to ignore instead.

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5 Key Points of Communication Model:

1) Message Sender
Message from a sender (source) to the receiver via a medium. Sender can send a message in a formal or informal source and the Credibility of Sources (Ensure that communication is accepted by the receiver)  Two reference group: Normative and Comparative.

2) Message
Should design the message's structure and advertising appeal.

3) Channels (Medium)
2 types of Media : Traditional Media and Non-Traditional Media

4) Message Receiver
Ensure that Senders must encode the message while the Receiver decode the messages

5) Feedback
Communication Feedback is essential for both interpersonal and impersonal communication

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Peripheral Route is weaker and needed for the recevier who are involve are low, as message sent are not analyed cognitively. They only focus on the presentation of the message like surface features and secondary inducement like visual/audio attractiveness.

Receiver will not be sure whether to agree or disagree with the message, the person may not elaborate on the message extensively, in the end, he will persuade by the factors that have little to do with the message. They will do their job where there is packaging, marketing, and advertising.

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The 5 key points are message sender (source) in which communication is the transmission of a message from a sender (source) to a receiver via a medium (or channel) of transmission.

Feedback from the receiver alerts the sender as to whether

the intended message was received.

The next key point is message in which in order to design a persuasive message, the marketer should consider the message's structure and advertising appeal. The choice of format depends largely on the receivers.

Message receiver is another key point in which the receiver of formal marketing communications is generally the targeted prospect or customer. Senders must encode their messages in a way that its meaning is interpreted by the receiver in the intended way.

Lastly, feedback is in which the sender must obtain feedback as promptly and as accurately as possible. Only through feedback can the sender determine how well the message has been received. Communication feedback is essential for both interpersonal and impersonal communications because it enables the sender to reinforce or change the message to ensure that it is understood in the intended way.

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5 pointers from message structure would be
a.    Advertising Resonance

Resonance is the use of word plays and/or graphic plays (used in combination) to create a double meaning.

Research has shown that the use of resonance in advertisements increases how much information can be recalled about the advertisement and its message.

Advertisements has the element that helps the advertising message cut through the clutter and get noticed more than other advertisements for similar products.

b.    Positive and Negative Message Framing

Positive framing focuses on the benefits to be gained by using the product

Negative framing focuses on the benefits to be lost by not using the product

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Advertising Resonance:
- the use of word plays and/or graphic plays to create a double meaning.
- helps the advertising message cut through the clutter and get noticed more than other advertisements for similar products.

Positive and Negative Message Framing
-Positive framing focuses on the benefits to be gained by using the product
- Negative framing focuses on the benefits to be lost by not using the product

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Some people use peripheral route processing which means that they pay attention to things that are not as important. People are influenced by others like an admired person when using peripheral route.
Peripheral route has low involvement with the receiver and recipients do not examine the information as thoroughly.

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1) message sender: sender can be formal or informal source, credibility of sources (normative reference group, comparative reference group)
2) message: persuasive message, format depends on the receivers.
3) channels: is the medium use to transmit the messages or communication from the source/sender. (traditional/non-traditional)
4) message receiver: target prospect or customer
5) feedback: obtain it promptly and as accurate as it is, so able to know how well the message send is received. can be interpersonal or impersonal

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Advertising resonance:
- Use of work or graphic to create a double meaning
- Impact of resonance helps make the message more memorable and easier to be noticed
- Receivers must be able to understand the double meaning of the message
Positive and negative massage framing
- Positive framing - benefits gained by consumption of product
- Negative Framing - Benefits lost by not consuming the product

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There are two types of message structure
1) Advertising Resonance
2) Positive and Negative Message Framing

Advertisement that has "Advertising Resonance" in them helps the advertising message cut through the clutter and get noticed more than other advertisements for similar products.

There are 7 types of advertising appeals

1) Celebrities
2) Comparative advertising
3) Fear
4) Humour
5) Sexual
6) Timeliness & Advertising
7) Audience Particpation

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L3 - Multinational Mktg Strategy - comm message > Localised

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Peripheral route involves low involvement.
Message would not involve proper processing of thoughts(thinking, reasoning).
The receiver would usually focus on the product's features such as how attractive the product is instead of the facts & info about the product.
This would be when the PR, advertising, marketing, and packaging department does their job to persuade/attract these receivers who process messages in their peripheral route.

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1. Message Sender
-can be a formal or informal source
2. Message
-for persuasive message, there shohld be message's structure abd advertising appeal included
3. Channel
- medium used to transmit messages or communication from the source/sender
4. Message Receiver
-they decode messages received on the basis of their persobal experiences, characteristics and motives, involvement with the product or product category, the congruency of the message with the medium, and the receiver's mood
5. Feedback
-through feedback, sender can determine how well the message had been received

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Communication models' 5 key points are:

Message Sender(Source) - can be a formal/informal source, however consumers rely on informal sources more often. Credibility also affects how well the sender's message is received.

Message - persuasive messages should heavily consider message structure and advertising appeal, though it is also largely dependent on the receivers.

Channels(Medium) - the mediums used to transmit messages. Can come in traditional media (newspapers, radios) or Non-traditional media (social media)

Message Receiver - the audience. Messages sent by the message sender must be decoded by the message receiver, heavily based on personal factors/details.

Feedback - sent by the message receiver to the message sender, it serves as a gauge to the source for how well the message was received or how accurately it was interpreted.

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3 ways to evaluate the impact of advertising messages
1. exposure
2. persuasion
3. sales

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difference between normative and comparative reference group
3 areas to measure the impact of advertising messages

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L4 : Aware of Social Class - advert be aware of General "Audience"...>>Market Segmentation

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L2 - Consumer DM > Steps to note, similar to the steps in Comms..eg...Send your Request >>Looping

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Peripheral "HOW" the msg is being presented. >>L1 : Psychographic > personality lifestyles, feelings