1. What is meant by encoding?

Encoding involves putting thoughts, ideas or information into a symbolic form. The sender’s goal is to encode the message in such a way that it will be understood by the receiver.

Discuss how encoding differs for radio versus television commercials as well as for print ads.

Television commercials are more expensive than radio commercials and can generate a bigger audience but radio can offer more spots for less money. If marketing a product that would benefit from a visual display then television advertising is an ideal approach. If the product is informatiobased or does not necessarily need to be visualized, radio could effectively attract the customers you desire. Print ads includes newspapers, magazines and billboards. Advertisers seek to find ways to get consumers to remember their products and services. Repeating the ad over and over but this will costs a lot of money.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication.

Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. It often represent word-of-mouth communication, a powerful source of information for consumers. The use of word-of- mouth communication is to provide products to influential people and encouraging them to recommend the brand to others.

Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Coca Cola used viral marketing successfully while Nokia failed to use another camera to show off its OIS technology.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product.

Early adopters are early customers of new companies. This is the second fastest category of individuals who adopt an innovation. These individuals have the highest degree of opinion leadership among the other adopter categories. Early adopters are typically younger in age, have a higher social status, have more financial lucidity, advanced education and are more socially forward than late adopters. Early adopters are typically described as curious, adventurous consumers who buy first, talk fast and spread the word to othersabout the pros and/or cons of what they have purchased.

Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. 

Apple Inc. is targeting early adopters. Once these early target groups adopt a new technology, vendors hope to reach the mainstream market. Early adopters are crucial as technology advocates. Since they pay high prices, they are important to refinance development costs. Massive ad spending in mass media is essential on its effort to target early adopters. Apple spends a lot on TV ads but very little on alternative new channels like social media marketing. Distribution channels are important in promoting. Apple’s stores in malls and great downtown locations are exactly the right way to sell tech products to non-technical consumers.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Central route to persuasion, the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate message are high. Peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailedcognitive processing.

Elaboration likelihood model has important implications for marketing communications,particularly with respect to involvement. If the involvement level of consumers is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counterargue. If the involvement level is low, peripheral cues may be more important than detailed message arguments.

Effectiveness of a celebrity endorser in an ad depends on the receiver’s involvement level. When involvement is low, a celebrity endorser had a significant effect on attitudes. If involvement is high, the quality of the arguments used in the ad was more important thancelebrity endorser.

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

The second part of the communication process is encoding. Encoding involves putting thoughts, ideas, or information into a symbolic form. It begins when the source selects words, symbols, pictures and so on to represent the message that will be delivered to the receiver so that it will be understood by the receiver. The encoding process then leads to the development of a message that contains the information which the source hopes to convey.

Mass media like radio, television commercials and print ads are nonpersonal channels, which mean the message they contain and wish to encode is directed to more than one person and is often delivered to many individuals at one time. For an instance, television commercials broadcast may be seen by millions of people in an afternoon while print ads may be appeared in a magazine or newspaper and seen by millions of readers over the course of week or month. The encoding of a radio is limited to the use of sound, which usually comes in the form of words read by an announcer. However, it is an idea appears that when consumers hear the radio message, they will make the connection to the television commercial thus reinforcing the video images. Encoding of a print ad can be done by using visual images such as pictures as well as written information in the form of advertising copy. Many print ads rely upon the visual image to deliver their message. However, ads for products such as electronics products may use a larger amount of copies to explain the products as well as its features and benefits.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication.

Viral marketing refers to the act of propagating marketing relevant messages through the help of consumers. Many marketers nowadays use a various kind of techniques to generate viral buzz about their brands. Some of them take the advantage of the advancement of technology and social media like Facebook, Twitter and so on to promote their brands. There are some factors which can affect the success of a viral marketing program, which are message characteristics, sender or receiver characteristics, and social network characteristics. Besides, actually there is a significant concept in viral marketing, which is seeding.  Seeding involves identifying and selecting the initial group of consumers who play an important role to start the diffusion of a message.

Word-of-mouth communication can be related with viral marketing as well. It is important in recommending the others to purchase or to try a new brand of product. Consumers nowadays ascribe a high credibility to the information they hear from others. Since most of the word-of-mouth discussions take place off-line, marketers should think other relevant strategies to promote the brand instead of just rely on the social media. The effective use of viral marketing should have a strong word-of-mouth component in it.

Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. 

One of the company which used viral marketing successfully is Levi. When Levi first uploaded a Youtube video titled"Guys backflip into jeans", it wasn't expecting high exposure. However, since its May 2008 debut, the two-minute must-share video and its subsequent press coverage has helped the denim giant reach an estimated 100 million people. In contrast, example of the company which encountered problems when using viral marketing is Microsoft Corporation in promoting Microsoft Vista's 'Wow' campaign and lastly lead to a big lost to the corporation.

3.   Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. 

Early digital adopters are the certain types of consumers who are of particular interest to the marketers as their interest in new products and their ability to influence others. They are the group of consumers who are the first one to use variety kind of new digital products and services such as smartphones and mobile apps. Besides, early digital adopters are being respected for their opinions and they can influence the purchase decision of others who look to them for advice. They plan an important role in determining the success or failure of the high technology products because many consumers focus to they do and say.

Apple’s Ipod announcement was targeting early adopters. Apple believed that early adopters are people who want to see a certain degree of usefulness in a new product but still willing to pay substantial amounts of money and tolerate problems. Apple spent a lot money in mass media. Apple spent a lot on advertisement but spent little on social media marketing. Apple did advertised a lot of its products’ features and benefits on the advertisement. Besides, simplicity is one of the main components which promoted by Apple and that’s why early adopters wish buy the content of iTunes as easily as possible. Apple’s stores in malls and great downtown locations are exactly the right way to sell tech products to non-technical early adopter consumers as well.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

There are two basic routes to persuasion or attitude change, which are central route to persuasion and peripheral route to persuasion. Under the central route to persuasion, the receiver is observed to be very active. He or she will involve in the communication process and able to comprehend and evaluate the messages. When the advertising message happens, the consumer will focus to the content of the message and scrutinize the message arguments. Thus, the ability to persuade the receiver depends on the receiver’s evaluation of the arguments’ quality presented. The favorable cognitive responses will lead to positive attitude changes and persuasion to the consumers.

Under peripheral route to persuasion, the receiver is observed as lack of motivation or ability to provide information. The receiver’s reaction to the message is basically based on how he or she evaluates the peripheral cues. Peripheral cues can lead to the favorable attitudes or rejection of the message by the consumers. Thus, favorable attitudes must be maintained by continual exposure to the peripheral cues.

Factor which might determine the consumers’ decision to an advertisement or other form of marketing communication is elaboration likelihood model. If the involvement level of consumers is high, advertisement should contain strong argument to persuade the consumers so that they are not easy to reject the message. In contrast, if the involvement of the consumers is low, peripheral cues can be used. Besides, effectiveness of a celebrity endorser in an advertisement also depends on the receiver’s involvement level. If the involvement is low, a celebrity endorser has a significant effect on attitudes. Lastly, the effective type of message depends on the route of persuasion followed by the consumers as well.

This is the process of transferring the information you want to communicate into a form that can be sent and correctly decoded at the other end. Your success in encoding depends partly on your ability to convey information clearly and simply, but also on your ability to anticipate and eliminate sources of confusion (for example, cultural issues, mistaken assumptions, and missing information.

Discuss how encoding differs for radio versus television commercials as well as for print ads.

  The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumers hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images. Encoding of a print ad can is done using visual images such as pictures as well as written information in the form of advertising copy. Many print ads for fashion brands such as clothing and cosmetics as well as luxury brand contain very few words and rely primarily upon the visual image to deliver their message. However, ads for products such as automobiles or consumer electronics may use a larger amount of copy to explain the product as well as its features and benefits. Because message recipients control the processing rate for print messages, it is possible to communicate more information to them since they can take as long as they need or want to read the copy portion of the ad.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication

Viral advertising is a method of advertising which relies on digital transmission, but doesn't necessarily require any first hand brand experience for it to be passed on. The reason viral advertising is important is because of the potentially massive exposure a successful viral can provide. Viral ads generally take the form of some impressive video footage or something 'chat-worthy' which is designed to be passed through the population via email or a similar tool. Many people tend to send viral ads to a large group of friends who can spread quickly and effectively across the world for example they use media social which is WhatsApp, Facebook and others.

 While the word of mouth is the unpaid spread of a positive marketing message from person to person. It can take place directly using the human voice, or can be transmitted via any communicative means such as through the internet or via text message. WOM is a powerful promotional tool and should be considered as part of almost every business marketing strategy. Marketing buzz or is a term used in word-of-mouth marketing the interaction of consumers and users of a product or service serve to amplify the original marketing message. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. Examples of products with strong marketing buzz upon introduction were Harry Potter and The Volkswagen New Beetle.

Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Nike is the successfully company that use viral marketing, they use “JUST DO IT “campaign , in 1980  Americans were buying exercise equipment as if their life depended on it. In the mid-1980s, Nike took advantage of the fact that consumer’s desire for a healthy lifestyle was the main focus in people’s lives. Thus, the launch of Just Do It.When someone owns a pair of Nikes, that person becomes instantly a member of a desirable group. The brand had an association with celebrities such as Bo Jackson, John McEnroe as well as Michael Jordan. This giving it a portrayed sense of durability and prestige.The Just Do It campaign was designed to attract consumers to the idea of sneakers as a fashion statement. Nike wanted to reach females, teens and 18-40 year old male consumers.This campaign went viral all over the web and social media sites such as YouTube. People were starting to make their own version to Just Do It commercials and the word was getting out about Nike and their products. Once again Nike was able to take over the sneaker category and capture the attention of many by just three simple words.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product.

Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do.

find an example of an ad or blog for a new high-tech product that is targeting early adopters  and analyse its effort to do so.

Apple growth in large part to early adopters, who famously show such remarkable rates of adoption. Most recently, 14% of users upgraded to the latest iPhone operating system within its first six days. What’s more, sales of iPhone units seem to track with Rogers’ theory, building a solid base in their first year (3.7 million units). By the following year (2008), 13.8 million units shipped, while 25.1 million of the devices shipped in 2009, according to IDC. Whereas Rogers documented a process that took 12 years, adoption rates these days, as Apple demonstrates, are markedly shorter. “Today, that cycle is six weeks,” said Bill Tancer, general manager of global research at Experian Hitwise and author of “Click: What Millions of People Are Doing Online and Why It Matters.” Students might also visit websites that have blogs discussing high tech products such as TechCrunch.com or cnet.com.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) of the message. When a receiver is doing central processing, he or she is being an active participant in the process of persuasion. Central processing has two prerequisites It can only occur when the receiver has both the motivation and the ability to think about the message and its topic. If the listener doesn’t care about the topic of the persuasive message, he or she will almost certainly lack the motivation to do central processing. On the other hand, if the listener is distracted or has trouble understanding the message, he or she will lack the ability to do central processing.

The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive. The peripheral route also occurs when a listener is persuaded because he or she notices that a message has many arguments but lacks the ability or motivation to think about them individually. In other words, peripheral cues, like source expertise (credibility) or many arguments in one message are a short-cut. I don’t want to or can’t think carefully about the ideas in this persuasive message, but it is a fair gamble to go ahead agree with the message if the source appears to be knowledgeable or if there are many arguments in support of the message. This route occurs when the auditor is unable or unwilling to engage in much thought on the message. Receivers engaged in peripheral processing are more passive than those doing central processing.

two conditions affect elaboration likelihood motivation and ability. Consumers are likely to process cognitively think about a message if they are motivated to do so and if they are able to clearly distinguish among the product benefits it promises. If consumers are not motivated to process the message and are not able to distinguish its merits, they are more likely to absorb it peripherally than centrally. Thus, given a highly motivated audience of consumers who are willing to expend cognitive effort to process marketing information, factual messages work best. Low motivation and low cognitive ability mean emotional appeals will be more effective. Motivation to process the message depends on the following three factors: message relevance, need for cognition, and purchase responsibility.

Message Relevance

What is the message relevance to the consumer suppose an engineer who uses various kinds of computer software in her work sees an advertisement for a new software package. Because it might help her advance in her career, this consumer is likely to be motivated to process a factual message about the product. Contrast the homemaker who uses the computer for little more than paying bills and personal correspondence. If persuaded to buy the product at all, this consumer is more likely to respond to an emotional rather than a factual appeal.

Need for Cognition

Does the consumer have a high need for cognition? Continuing the previous example, the homemaker may be motivated to process a factual message if she is the type of person who is curious about computers in general and therefore has a high need to know and understand.

Purchase Responsibility

Who has purchase responsibility? Does the consumer feel that he or she is ultimately responsible for making an effective decision? Suppose an organization decides to purchase new computer software to automate its outdated accounting system. An employee assigned to evaluate different programs will obviously feel responsible for the decision and will therefore examine relevant information very closely and respond well to factual appeals. If the responsibility is diffused among several employees or to a committee, motivation to process factual messages weakens.

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is the process of converting data into a format required for a number of information processing needs, including:

• Program compiling and execution
• Data transmission, storage and compression or decompression
• Application data processing, such as file conversion

Encoding can have two meanings:

• In computer technology, encoding is the process of applying a specific code, such as letters, symbols and numbers, to data for conversion into an equivalent cipher.
• In electronics, encoding refers to analog to digital conversion.

The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumer heard the radio message, they will make the connection to the TV commercial thus reinforcing the video images.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing applies traditional word-of mouth (WOM) marketing to the online environment. It is accurate in replication, fast, cheap, allows detailed tracking and opinion-leaders identification, can use multimedia and encourages feedback. Today, word-of-mouth communication can make a massive difference to the success of a business. Word-of-mouth effects have become much more important.

Example of a company that used viral marketing successfully:

VOLKSWAGEN: THE FUN THEORY

In Volkswagen’s The Fun Theory, the brand used a series of experiments to find out if you could make people healthier, more environmentally conscious, safer, etc., if you made a mundane activity more fun. In addition to piano stairs and the world’s deepest trashcan, the brand invited creative people to come up with their ways of making boring things fun.

It’s difficult to tell how a campaign like this can specifically affect sales, especially when the branding was so subtle – almost as if it was an afterthought. However, it did create a nice parallel between the brand and the idea that innovation can make people happier and their lives more enjoyable. Also, whether intentional or not, it was a fantastic case study that proved how easily you can positively affect human behaviour by taking an everyday activity and making it more fun.[1]

Certain problems encountered by the viral marketing that are:

1) Critics believe that viral marketing can build the fads and fashions and not the iconic brands. Iconic brands' popularity is much more durable and goes a long way. However the fashions and the fads will only last for some time and then fade away.

2) Critics also believe that viral marketing depends on the customers and not the marketers to develop the brand image. Thus the company will take the back seat the customer will do the rest.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyse its effort to do so.

Early digital adopters play a very important role in the diffusion process for a new product. Innovators account for the first 2 to 3 % of those who try a new product while early adopters represent the next 13 to 15 %. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others.

Moreover, they are well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. However, while early adopters have traditionally consisted of younger and highly educated consumers, many older baby boomer consumers (over the age of 50) have also become early adopters of consumer electronic products such as digital cameras, mobile phones, and even video game systems. Students should be encouraged to find an example of a new consumer electronics product that is targeting early adopters and to analyse the type of advertising being used for it.

A very good source of information for new consumer electronics products is a publication such as Wired or one of the magazines such as PC World, or Macworld. However, ads for new consumer electronic products targeting those working in business can also be found in publications such as BusinessWeek, Forbes, or Fortune as well as in The Wall Street Journal . Students might also visit websites that have blogs discussing high tech products such as TechCrunch.com or cnet.com.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Under the central route to persuasion the message recipient is viewed as a very active and involved participant in the communications process whose ability and motivation to process a message are very high. The recipient will pay close attention to message content and will carefully scrutinize the communication for the cogency or quality of the message claims.

Under the peripheral route to persuasion the message recipient is viewed as lacking the motivation or ability to process the message and is not likely to engage in any detailed level of cognitive processing. Rather than thinking about or evaluating the information content of the message, the receiver will rely on “peripheral cues” such as an attractive source or other factors. 

Factors that would determine when each might be used by consumer in response to an advertisement include the involvement level of the consumer which will be a function of the nature of the product being purchased, the importance of the product/service being purchased to the individual, the needs of the individual, and the motivation and ability of the consumer to process the message.

[1]Retrieved from: http://www.ignitesocialmedia.com/social-media-examples/15-viral-marketing-examples-campaigns-past-5-years/

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads. 

• Encoding is the process where the data can be processing and transmitting to the decode. This is the way on how we can transmit information from one to another. For instance, when we want to communicate with someone, so that we will transfer the data during communicate and the second person will get the information. Encoding will be successfully when the information that already transmitting was clearly transferring to the decoding.
  
• Encoding can be differ when we use a different type of instruments for transferring the data. This is including radio and television. As we know, radio and television is the new technology that give a consumer more benefit in getting more information. In the other hand, there are differences among this two technology innovation which include a visual and non visual. Radio can transferring the data to all people only by talking and listening. Sometimes, people are tend to something that can be express in a visual type. Radio can transmit the data to the all people that listening but then it is not suitable to an advertising that need people to be more visualize some kind of product. For instance, cosmetic product that need to be express in a visual term by using television. So that, people will be more attract to know and get the product in a market.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. 

• Viral marketing is the process where the information and data spread from one person to another. Either it is a bad or good information, it could effect the product drastically. Usually, viral marketing will be happen after the customer had used some kind of product and then spread some information about those product that had been used to another consumer. It is related to the word-of-mouth communication that could effect the status and position of the product in a market.
• The example of the company that used viral marketing successfully is cosmetic product such as D'Herbs. This company usually used viral marketing to spread the information to another consumer about an advantage by using their product. This company is the most famous company among the cosmetics industry. Nowadays, people are more attract to the company that already exist the market and have their own loyal customer that always buy their product from time to time. Loyal customer is the most important person in getting success in the viral marketing. There are the one who spread the information about those product, so that another consumer will not worry in using that kind of product.
  

Answer:

Question1

Radio advertising is just using your voice. It is hard to interpret by listeners if the language used is less clear. However, television advertising through use of sound, image and color. This advertising can attract users who see the ad as clear. Furthermore attractive colors and a lot of information can be of interest to users from seeing those ads until end. Through radio advertising requires little cost compared to television. It is caused when loading in television advertising; the cost is measured by the length of time spent and channel used like Astro Ria or Maya Hd.

Viral marketing define to the act of propagating marketing relevant message through the help and cooperation of individual’s consumer. Viral marketing  referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives like product sales through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.

Question3

Early digital adopters play a very important role in the diffusion process for a new product. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice.

A very good source of information for new consumer electronics products is a publication such as Wired or one of the magazines such as PC World, or Mac world. However, ads for new consumer electronic products targeting those working in business can also be found in publications such as Business Week, Forbes, or Fortune as well as in The Wall Street Journal. Students might also visit websites that have blogs discussing high tech product such as Tec crunch com or cnet.com

The iPod and the iPhone went on to become big successes anyway. To be more precise, they revolutionized their respective industries, even though many geeks and tech experts predicted their inevitable failure when these two products were originally announced. New technologies are initially bought by “innovators”. These tech enthusiasts are ready to deal with immature, complex products and pay high prices, just as long as they can get their hands on the latest tech toys. In the next phase, the “early adopters” take over. These are people who want to see a certain degree of usefulness in a new product, but are still willing to pay substantial amounts of money and tolerate problems.

Question4

i. Central route to persuasion Receiver is viewed a very actives, involved participant in the communication process whose ability and motivation to attend and evaluate messages are high.  The consumer will pays close attention to message content and scrutinizes the message arguments when central processing of an advertisement message occurs.

ii. Peripheral route to persuasion

The elaboration likelihood model has important implications for marketing communication, particularly with respect to involvement.  For example, if the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counter argue.  If the involvement level of the target audience is low, peripheral cues may be more important than detailed message arguments. Besides that, the effective type of messages depends on the route of persuasion followed by the behavior ofconsumer. 

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads. 

Encoding means the communication process begins when the source select words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver. It involves putting thoughts, ideas and nformation into a symbolic form.

Radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be played and taped throughout the day. It is limited to the used of sound only. Television commercials advertisement is better recognized by consumers since the video scenes held on-screen for 1.5 seconds. Consumers can listen to the sound and watching the image too. Both radio and television are included in broadcast media. Print media such as newspaper, magazines, direct mail, and billboard are advertised as image to the consumer.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a method of product promotion that relies on getting consumers  to market an idea, product, or service on their own by telling their friends, co-workers, neighbours and family members about it, usually by e-mail. Word-of-mouth involves informal communication among consumers about products and services and is a very powerful source of information.  Through word-of-mouth, the people can get to know the new information about the new things in the market.

One of the examples of a company that used viral marketing successfully and one that encountered problems when using this technique is the ‘Crash the Super BOWL’, which refer to the act of propagating marketing relevant messages through the help and co-operation of individual consumers. Nowadays, many marketers use a different type of tools and technique to generate viral buzz about their brands along with their advertising.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

There are certain types of consumers who are of particular interest to them because of the interest in new products and their ability to influence other, this influential group is recognize as early digital adopters. They play a role in the introduction of a new high technology product because many consumers pay close attention to what they say and do. Companies will more focus on the early digital adopters because they are the more effective way they can launch the new high technology products. The early digital adopters not only like to buy new product but they also respected their own opinion and this can influence the purchasing decision of other who is looking for advice.

One of the examples is Apple. The Apple’s iPod and iPhone is targeting early  adopters. In the phase of early adopters, people want to see the certain usefulness of a new product, but they still willing to pay money to the related product. Early adopters are more crucial as technology advocates and since they willing to pay for high prices, they are important to refinance development costs, even if a product doesn’t turn out to be a mainstream hit.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

There are two basic routes to persuasion or attitude change. They are central route to persuasion and peripheral route to persuasion. The central route to persuasion means the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high. Whereas, the peripheral route to persuasion stated that the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. The receiver relies on peripheral cues that may be incidental to the main arguments rather than evaluating the information presented in the message.

The factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication is the elaboration of likelihood model. For example, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute if the involvement level of consumers in the target audience is high.

In computers, encoding is the process of putting a sequence of characters such as letters, numbers, punctuation, and certain symbols into a specialized format for efficient transmission or storage. Decoding is the opposite process of the conversion of an encoded format back into the original sequence of characters. Encoding and decoding are used in data communications, networking, and storage. The term is especially applicable to radio (wireless) communications systems.

Discuss how encoding differs for radio versus television commercials as well as for print ads?

Radio and television commercials have different prime times. Businesses that want to advertise during a radio station's prime time should focus on "drive times" for example the hours in the morning and afternoon which is when people are commuting to and from work. For television, on the other hand, has prime times depending on demographics. For example, if your target market is mothers to small children, prime time is mid-day between 10 a.m. and 3 p.m. If you are trying to reach a mass market, then prime time is 8 p.m to 11 p.m. It is important to remember that advertising during prime time on either radio or television is the most expensive time to advertise. For holiday, they should do more advertising on television because the working people are at home and maybe they are watching television. The major different is television commercials are more expensive than radio commercials and can generate a bigger audience, but radio can offer more spots for less money. A product that I think maybe would benefit from a visual display, then television advertising is an ideal approach. If your product is information-based or does not necessarily need to be visualized, radio could effectively attract the customers you desire.

Question 2 : Explain the concept of viral marketing and how it relates to word-of- mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

On the Internet, viral marketing is any marketing technique that induces web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company, now owned by Microsoft, that promotes its service and its own advertisers' messages in every user's e-mail notes.

Question 3 : Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters are the certain types of consumer  who are particular interest to the marketers as their interest in new products and their ability to influence others. They are the group of consumers who are the first one to use variety kind of new digital products and services such as smartphones and mobile apps. They plan an important role in determining the success or failure of the high technology products because many consumers focus to what they do and say. For example is Apple. The Apple’s iPod and iphone is targeting early adopters. In the phase of early adopters, people want to see the certain usefulness of a new product, but they still willing to pay money to the related product. Early adopters are more crucial as technology advocates and since they willing to pay for high prices, they are important to refinance development costs, even if a product doesn’t turn out to be a mainstream hit.

Question 4 : Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Factors that would determine when each might be used by consumer in response to an advertisement include the involvement level of the consumer which will be a function of the nature of the product being purchased, the importance of the product and services being purchased to the individual, the needs of the individual, and the motivation and ability of the consumer to process the message.

Encoding happen when the sender or source of a communication is the person or organization who has information to share with another person or group. It should be noted that the source can be an individual, for example salesperson or hired spokesperson or a non-personal entity such as the corporation or organization itself. The receivers’ perception of the source influences the manner in which the communication is received, interpreted and responded to. Radio and television commercials have different "prime times." Businesses that want to advertise during a radio station's prime time should focus on "drive times" which is the hours in the morning and afternoon when people are commuting to and from work. Television, on the other hand, has prime time depending on demographics. For example, if their target market is mothers to small children, prime time is mid-day between 10 a.m. and 3 p.m. If they are trying to reach a mass market, then prime time is 8 to 11 p.m. It is important to remember that advertising during prime time on either radio or television is the most expensive time to advertise. Apart from that, television commercials are more expensive than radio commercials and can generate a bigger audience, but radio can offer more spots for less money. If the marketers are marketing a product that would benefit from a visual display, then television advertising is an ideal approach. If their product is information-based or does not necessarily need to be visualized, radio could effectively attract the customers their desire.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies that try to produce increases in brand awareness or to achieve other marketing objectives such as product sales, through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, webpage or social media profile delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, adver games, e-books, brandable software, images, or even text messages. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and have a high probability of being taken by another competitor and create viral messages that appeal to this segment of the population. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns combined with under market advertising in shopping centers to create the impression of spontaneous word-of-mouth enthusiasm. For example, a company that used viral marketing successfully is Facebook. Because most of the world's Internet population visits a social networking service or blog site at least every week. Facebook alone has over 1 billion active users and time spent visiting social media sites began to exceed time spent emailing. People who view news online forward it on through social networks, email, or posts into their blogs.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early adopters are early customers of new companies, cutting-edge products and advanced technologies. This consumer group adopts innovation early on. They are usually less concerned with price and risk and more concerned with the opportunity to try new things. This means that they are more willing to accept under developed or pricey products in exchange for early access to what may be a more advanced product. Early adopters will most likely be customers who already like and actively use new products and services. They have three characteristics which are they understand the problem that marketer are trying to solve with their product, they are passionate about finding a solution to the problem and they are willing to pay for that solution. An example of an ad or blog for a new high-tech product that is targeting early adopters is a social network such as Facebook or Twitter because nowadays people are very friendly with the social network. Besides that, majority of them have the social networking account. So, I think that the best way to promote the product by putting on the social network.  Landing these influential customers will push the product launch to the next level. They are usually outspoken and opinionated about the products they like and don’t like. If their reaction is good, it can go a long way toward generating positive word of mouth for the new item.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route is used when the message recipient has the motivation as well as the ability to think about the message and its topic. Being at the high end of the elaboration continuum, people assess object-relevant information in relation to schemas that they already possess, and arrive at a reasoned attitude that is supported by information. Motivation to process the message may be determined by a personal interest in the subject of the message or individual factors like the need for cognition. However, if the message recipient has a strong, negative attitude toward the position proposed by the message, a boomerang effect an opposite effect is likely to occur. That is, they will resist the message, and may move away from the proposed position. Two advantages of the central route are that attitude changes tend to last longer and are more predictive of behavior than the changes from the peripheral route.

The peripheral route is used when the message recipient has little or no interest in the subject and/or has a lesser ability to process the message. Being at the low end of the elaboration continuum, recipients do not examine the information as thoroughly. With the peripheral route, they are more likely to rely on general impressions for example this feels right or good, early parts of the message, their own mood, positive and negative cues of the persuasion context and so on. If these peripheral influences go completely unnoticed, the message recipient is likely to maintain his previous attitude towards the message. Otherwise, the individual will temporarily change his attitude towards it. This attitude change can be long-lasting, although durable change is less likely to occur than it is with the central route.

Encoding are the communication process begins when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver. The encoding of a radio commercial is use of sound, which usually comes in the form of words read by an announcer and/or music. For example like Sabah Fm, Hitz Fm and so on.The encoding of a television commercial involves the use of visual images, sound, motion, colour, and subtitle, which provide advertisers with the opportunity to develop very creative messages. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumers hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique

The viral marketing is a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as the Internet or email. The concept of viral marketing is refers to a message that spreads to other people because the first recipient liked it and chose to send the message on to others, using what some people prefer to call 'word-of-mouse' communication. The word of mouth communication is a type of referral communication from person to person that tends to rely heavily upon the credibility of the source of that information or referral to the product, service, or company being referred. Nowadays, people are preferred using the website to purchase their product since it is save more time and effectiveness. The viral marketing are trending to the word of mouth communication because the marketers can provide the information, advertisement, detail about the product toward the customer with communicate them through online tools such as Wechat, Whatapps, Skype and so on. The words of communication imply to the viral marketing with provide explanation of product, after sales services, warranty and so on.

The company that used viral marketing successfully is Air New Zealand an Expected Briefing in October 2012 with combines the new release of Hobbits movie with the aircraft briefing to attract and increase the image of customer which can promote the company and increase their profits. The problem that faced through the viral marketing is the customer attitude. Some of customer preferred face to face communication to purchase the product. This is because the customer more confident to the product that they can hold, touch and purchase it at the same time. For example, some customers like to go the store which can purchase immediately such as Nike store, Padini concept, hypermall and so on. Besides that, customers are lack of confident to the security of the viral marketing because some of the websites are presents untrustworthy to the customer. This consists of ethics issues and the company have to set up codes of ethics to guide the employee involve the ethics problem.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyse its effort to do so.
An early adopter is an early customer of a given company, product, or technology; in politics, fashion, art, and other fields,

this person would be referred to as a trendsetter. They play a role in new technology which is determine the success or failure of new digital product because many customers pay close attention to what they say and do. The group of customers who are the first use first to use various new digital product and services such as smartphone, mobile apps and so on. Marketers marketing the new technology product recognize that one of the effective ways they can launch the product is focus on early digital adopters. One of the examples of ad or blog for new high tech product in early digital adopters are the Play station Plus which consists the ad and free trial games in their store where can get the attention from the customer. For the free trial games, the Playstation company can get the data from the customer which can increase the market for their product.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

The central route to persuasion meant the receiver is viewed as very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate the message is high. The peripheral route meant the receiver is viewed lacking the motivation or ability to the process of information and is not likely to engage in detailed cognitive process. In the central route to persuasion of an advertisement occurs, the consumer will pays closed attention to message content. For example, the I phone 6s presentation by Tim Cook in 9 September 2015. In peripheral route to persuasion, the consumer may use several types of peripheral cues or cognitive shortcut rather than carefully evaluating the message arguments presented in the advertisement.

Encoding is the process involves putting thoughts, ideas, or information into a symbolic form. This means that sender encode the message in form of words, sign and symbol that it will be understood by the receiver.

  There are the differences encode process between radio, television commercials and print ads. The announcer for the radio is encoding their messages and information in form of sound that is familiar to the radio audience. For the television commercials, they are putting their message and information into the form of word, sound and vision that audience understand their message. The marketer is delivering their message and information for their print ads by encoding to form of words, pictures and signs. By using the attractive word, sign and picture, peoples will easily understand what the message delivers from the marketer.

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Viral marketing is an act of propagating marketing relevant messages through the help and cooperation of individual consumers. Viral marketing also is a strategy that encourages individuals to create a potential marketing message and pass to others. Word-of-mouth is people talk across all possible channels to communicate with other and sharing idea to other. It also involve recommend consumer to buy, try a brand and discussing about advertising messages. The consumer will spread the word about a brand to peer and family. There are several key elements of successful word-of-mouth marketing such as value, relevance, excellent customer service, content and stories. The word-of-mouth marketing requires a customer-centric mindset of sharing and marketer should focus on what is valuable for the people and the networks should involve.

The LG Company used viral marketing successfully by organizing the LG Elevator Prank October 2012.  LG Company was promoting promote its new 21:9 aspect LED screen and how ‘lifelike’ its new IPS monitors. LG pulled this brilliant stunt replacing an elevator floor with the monitors to make it look like the floor was falling away while unsuspecting people were in the lift to hilarious reactions. The video generated more than a million views on the popular video-sharing site.  LG Company is using viral marketing by replete with the strangeness of cat videos and prank fiction. This is an out-of-the-box strategy seemingly straight out of Sun Tzu’s playbook. To capture mind share, LG began break out of its cerebral mold and incorporate aspects of viral videos into the company’s ad campaigns such as originality, oddities, shock value, unexpected themes, and pranks. The encountered problems faced by LG when using viral marketing is trying to make an ad become popular. It also shows the promise of viral marketing, a form of media campaign aimed at generating massive buzz through unconventional methods.

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The characteristic of early digital adopters is they pay close attention to their interest digital product. They are always pays more focus on the new release digital product and service. They are more willing to accept underdeveloped or pricey products. Before they make decision bought the digital product, they believe that the product may be a more advances product in future. Early digital adopters are purchase quickly. When the digital product and service start launch, they will be the first consumer purchase and use the product or service.The role of early digital adopter play in the introduction of a new high technology product is advertised new digital products and technology via word-of-mouth. When they are satisfies with the new product and service, they will share to peer and family around them. Besides that, they can even be used as guinea pigs to test new products. After them using the new digital product and service, they are providing candidate feedback and suggestions for improvement.

  The Apple Inc. is launch their first iPad is to targeting early adopters during the 2010. Steve Jobs was announced first iPad on January 27, 2010 at the Yerba Buena Center for the Arts in San Francisco. To target the early adopters to buy their product, Apple Inc was create many advertisements for the first iPad to attract people to buy it. Besides that, Apple Inc. also provides the App Store contains over 475000 apps to the iPad user to download their interest apps. On their first day iPad launched, there are 300,000 iPads were sold.

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Central to persuasion is the receiver viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages very high. The peripheral to persuasion is the receiver viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. When central processing of advertising occurs, the consumer will pay more focus to the message contents and make evaluation to the quality of the advertisement. But, for the peripheral processing, the consumer will use several types of cognitive shortcuts rather than carefully evaluating the message arguments presented in an advertisement. The factor might to be determining is recognizing the involvement level of consumer in advertisement and motivation to process advertisement message in detail. When the involvement is low, the marketer can use creative tactics that emphasize peripheral cues and repetitive advertise to create favorable attitudes to their brand.

1.  Encoding involves putting thoughts, ideas or information into a symbolic form. It is the second stage in communication process. It is the way sender converts the message in words, symbols and so on to send to the receiver.

The encoding of a radio is limited to the use of sound. The messages usually come in the form of words read by an announcer or music. Besides, the encoding of a television commercial involves the use of visual image, sound, motion and words. It provides advertises with the chance to develop creative message compare with the use of radio. Encoding of a print ad can be done by using visual images such as pictures as well as written information in the form of advertising copy.

2.  Viral marketing refers to the act of propagating marketing relevant messages through the help of consumers. It is a phenomenon that encourages the consumer to pass along marketing message.  Worth of mouth can be related with viral marketing as well. Worth of mouth represent viral marketing as a powerful source of information for consumers. It is the way to influence others customer to buy some product. The effective use of viral marketing should have a strong worth of mouth component in it.

Nike is the company that used viral marketing successfully. They used the marketing campaign with slogan ‘Just Do It’. Nike was able to stand at the top among all competitors by just three simple words.

3.  The early digital adopter is the early customers of a company who are interest to the marketers. They are the group of customers who first try and use the new product of company. Their opinion after used the product can influences the others purchase decision.

Apple Inc is the ad that targeting early adopters. Apple did many advertising about product’s benefit and features. Apple Inc conducts the conference about their new product to make announcement to the public.

4.  The central route to persuasion meant the receiver is viewed as very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate the message is high. The peripheral route meant the receiver is viewed lacking the motivation or ability to the process of information and is not likely to engage in detailed cognitive process.

Factor which might determine the consumers’ decision to an advertisement or other form of marketing communication is the elaboration likelihood model. It has important implications for marketing communication, particularly with respect to involvement. For example, if the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counter argue.

1. Encoding involves putting thoughts, ideas or information into a symbolic form. It is the second stage in communication process. It is the way sender converts the message in words, symbols and so on to send to the receiver.

The encoding of a radio is limited to the use of sound. The messages usually come in the form of words read by an announcer or music. Besides, the encoding of a television commercial involves the use of visual image, sound, motion and words. It provides advertises with the chance to develop creative message compare with the use of radio. Encoding of a print ad can be done by using visual images such as pictures as well as written information in the form of advertising copy.

2. Viral marketing refers to the act of propagating marketing relevant messages through the help of consumers. It is a phenomenon that encourages the consumer to pass along marketing message.  Worth of mouth can be related with viral marketing as well. Worth of mouth represent viral marketing as a powerful source of information for consumers. It is the way to influence others customer to buy some product. The effective use of viral marketing should have a strong worth of mouth component in it.

Nike is the company that used viral marketing successfully. They used the marketing campaign with slogan ‘Just Do It’. Nike was able to stand at the top among all competitors by just three simple words.

3. The early digital adopter is the early customers of a company who are interest to the marketers. They are the group of customers who first try and use the new product of company. Their opinion after used the product can influences the others purchase decision.

Apple Inc is the ad that targeting early adopters. Apple did many advertising about product’s benefit and features. Apple Inc conducts the conference about their new product to make announcement to the public.

4. The central route to persuasion meant the receiver is viewed as very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate the message is high. The peripheral route meant the receiver is viewed lacking the motivation or ability to the process of information and is not likely to engage in detailed cognitive process.

Factor which might determine the consumers’ decision to an advertisement or other form of marketing communication is the elaboration likelihood model. It has important implications for marketing communication, particularly with respect to involvement. For example, if the involvement level of consumers in the target audience is high, an ad or sales presentation should contain strong arguments that are difficult for the message recipient to refute or counter argue.

The encoding of television commercials generally rely on visual images, sound, motion, colour, and words. Television commercials would show the capacity of a product, explain how the product works, or tout their reliability. Furthermore, some catchy music or song can be represented to the advertising theme and carry a simple message.

The encoding of radio commercials rely on audio only. Audio can be including voice, music and song. For example, the speaker or announcer read the information to promote the product through the radio channels to their audiences. In addition, the audiences may make connecting to the TV commercial that presenting the advertisement in video images when they heard the background music or song.

While the print ads such as newspaper, magazines and poster that rely on visual image only. Print ads provide a full-detailed description of how it functions. Most of the receiver can concentrate to read the print ads in detailed when they are not busying. 2.) Viral marketing defined as any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the exposure and influence of the message. Through social networking, the influencers generate peer-to-peer product recommendations or buzz. Word of mouth marketing defined as oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Word of mouth can be generated when the consumers providing those recommendation or information to another consumers. 

The example of a company that used viral marketing successfully is Nike. One example of failure by using this technique is KFC. 3.) An early adopter or lighthouse customer is an early customer of a given company, product, or technology; in politics, fashion, art, and other fields, this person would be referred to as a trendsetter. They willing to adopt innovation and concerned with the opportunity to try new technological and more advanced product. But they are less caring about the risk and price. Early adopters always respond rapidly when making purchase decision. They also act as an important role to advertise the new technological products through word of mouth. In addition, early adopters are known for providing clearly feedback and suggestions for any part of the products have to improve or innovate.

Audi is one good example of early adopters. Peter Duffy, Audi UK's head of marketing commented, “Audi has always been an early adopter, whether it be of mechanical or digital technology. The Audi Magazine app is the latest example of our commitment to Vorsprung Durch Technik. This product will genuinely enhance Audi Magazine's already rich content, bringing the excitement of Audi further to life.” 4.) Central route to persuasion defined as the receiver is viewed as a very active. It involved the participant in the communications process whose ability and motivation to attend, comprehend and process a message are very high. Whereas the peripheral route to persuasion defined as the receivers is viewed as lacking the ability to process the message and is not to be expected to engage in any detailed level of cognitive processing. 

The factors that might determine when each might be used by consumers in response to an advertisement included the involvement level of the consumer which will be a function of the nature of the product being purchased. If the involvement level of consumer is high, ad should contain strong argument. If the involvement level of consumer is low, peripheral cues may be more important than detailed message arguments.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. Viral marketing refers any marketing technique that induces users or Web sites to convey a marketing message to other users or consumer. It will create a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company are owned by Microsoft, that promotes its own product and service to users through e-mail note. In addition, the basis of viral marketing is to convey of information by word-of-mouth, it is related with word-of-mouth communication. Word-of-mouth is important because it can provide information to user about the product’s features and benefits. By this way, it can also recommending the consumer to purchase their product. Word-of-mouth is a powerful promotional tool and should be considered as part of almost every business marketing strategy. A company that used viral marketing successfully is Hershey's Sweet Parties. Hershey's partnered with word-of-mouth marketing firm House Party to let 10,000 people dole out Hershey's new premium Bliss chocolates at sponsored house parties. The soirees lured nearly 150,000 guests, and House Party estimates that they have shared their bliss and their Bliss was 10 million times. While KFC is one of the example that encountered problems when using this technique

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. The characteristics of early digital adopters are that they are usually become aware of new products and very knowledgeable about them. Early digital adopters play a very important role in the diffusion process for a new product. It also plays an important role in determining the success or failure of a new product. This is because many consumers pay attention to what they do and say. They also are heavy users of social media and use blogs to share their opinions about new technology. They are respected for their opinions and can influence the purchase decision of others who look to them for advice. An example of consumer electronics product is a publication such as Wired or one of the magazines such as PC World, or Macworld. New consumer electronic products targeting those working in business can be found in publications such as BusinessWeek, Forbes, or Fortune as well as in The Wall Street Journal. Another example is Apple. Apple’s iPhone announcement was targeting early adopters. Early adopters are very important because it can help Apple to diffusion information for a Apple’s new phone like iPhone 6s is going to launch in the market. Many consumers based on their information to make decision whether to purchase or not, it can influence the consumer purchasing behaviour. 4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication. There are two basic routes to persuasion or attitude change is central route to persuasion and peripheral route to persuasion. Under the central route to persuasion, the recipient is regarded as a very active. It will involve participant in the communications process whose ability and motivation to attend, comprehend and process a message are very high. However, the recipient will pay close attention to information content and will detailed examination the communication for the cogency or quality of the message claims. Under the peripheral route to persuasion, the recipient is regarded as lacking the ability to process the message and is not to be expected to engage in any detailed level of cognitive processing. Rather than thinking about or evaluating the information content of the message, the receiver will depend on “peripheral cues”. The recipient’s reaction to the message relies on how he or she evaluates these peripheral cues. Factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication include the involvement level of the consumer which will be a function of the nature of the product being purchased. If the involvement level of consumer is high, ad should contain strong argument. If the involvement level of consumer is low, peripheral cues may be more important than detailed message arguments.

1.   Meaning of encoding is a process that put information into symbolic. It means that the sender will put the information into symbolic to let the receiver understand. There are some differ in the encoding of radio, television and print ads. Radio will encode information to voice and music. This is because radio is focus on hearing. The radio will encode information into sound. The television will encode information into short video. The short video may be able to include some music, action, animation, words and so on. The television usually focuses on hearing and visual. Print ads will encode the information into picture, words, symbol, and so on. Print ads would be colourful, because colour can attract the receivers. The print ads were mainly on visual.

2.   Viral marketing is one of the ways to promote the product. The marketers give information which is good about the product and spread this message to customers.  When customers satisfaction is achieve, customers will give this message to their friends, family, colleges, and so on. Viral marketing is a type of promote through the person that is not come from company. Word-of-mouth will occur at the same time while users share the information of the product or service to others people. For example, McDonald use different way in viral marketing. McDonald work together with LINE to promote their product. Their encourage the user of LINE visit their LINE fan page every day until the ten days, their will give the coupon free ice-cream for users. This kind of way can encourage users updates the latest information every day, and encourage users come to the McDonald. The example that overcome the problem use this technique is PepsiCo. PepsiCo use social media to reach the latest information to consumers. The critical part is to communicate the feedback in a short time. PepsiCo overcome this problem by monitor the advertising that given will give right information.

3.   Characteristics of early digital adopters are first users of digital product, their like to buy the new product. Digital adopters like to share the experience of using the product to others people. The role they play is give feedback to company after use of digital product. The opinion of the digital adopters will influence the decision making of others customers. For example, getpocket.com/blog written by Katt had explain the features of iPhone 6 Plus. Writer had distinguish the differences of iPhone 6 Plus and iPhone 5s. This type of blog is giving some suggestion to the potential customers. Writer had analysed clearly by using pie chart to let the people understand the differences of iPhone product. It could help potential customers to make the decision.

4.   The meaning of central route to persuasion is the receivers are actively in the communication process. Receivers decode the message and the percentage of reply is high. Receivers are high motivated in the communication process.  The factors to determine the feedback of consumers are evaluation and attitude. The evaluation of consumers after persuades is difficult to estimate. This is because the value of evaluation is depends on the different consumers. The attitude of consumers can be positive or negative. If consumers had positive attitude, they will participate actively in communication process.

Encoding is the process of converting meaning into messages composed of words and nonverbal signals such as symbols and pictures. In the communication process, communicators encode will delivered message to the receiver or decode. Encoding involves putting thoughts, ideas, or information into a symbols form.

For radio advertisement, encoding is converting meaning into messages composed of voice or verbal. The radio advertisement will use various kinds of tone to attract and deliver message to audience. The disadvantage for radio audience is they only can imagine that advertisement. On the other side, for television commercials, the marketers are delivering advertisement message using words, signs, image and sound. The advantage for television commercials is delivering the message to audience effectively. Television commercials are the effective communication channel. It can bring out the message with image and sound at the same time. Encoding of print ads is using the picture and written information. Marketers can design the print ads with different or sharp colour and attractive picture to get more attention of audience.

Viral marketing is marketing strategies that focus on spreading information and views about the product and services from a person to other person by using unconventional means such as Internet or email. It also a direct marketing technique in which a company persuades internet users to forward its publicity material such as jokes, games, video clips to others.  Word of mouth is a free form of promotion in which satisfied customers by tell other people about business, product or service them interest and like. Word of mouth is the most credible forms of advertising. This is because a person will make a valuable recommendation about the brand and service to other people like peers and family without gain any profit. By using the word of mouth on the viral marketing, the people will spread and recommend the information, idea and brand name to the people they know. It can helping the company viral marketing strategies spread wide and faster.

The Volvo Company used viral marketing successfully by organizing Volvo Trucks the Epic Split on November 2013. Volvo Trucks didn’t start off with a big budget. So, they invite the celebrity, Jean-Claude Van Damme to do a video by doing the splits on two reversing Volvo trucks at low speed. This video show cases the precision of Volvo Dynamic Steering which enables two truck drivers to maintain the exact same distance apart and speed while travelling in reverse. Volvo Trucks were getting a reputation quickly and the creative viral videos that told stories about innovations in its new trucks. The problem faced by the Volvo Company by using viral marketing is hard to target the group of consumer. The Account Director, Cilla Pegelow said that the number of views that wasn’t ultimate goal, but is the actual engagement and fan base.

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Early digital adopters are the early customer who is the first buyer of a new digital product. They play a critical role in determining the success or failure of a new digital product. The early digital adopters always pay more attention to the new digital product. They will become the first buyer and first to use various new digital products and services. Most of the new high-tech companies will focus on the early digital adopters because they can influence the purchase decision of others who look to them for advice. Early digital adopters are the best channel of the word-of-mouth. They like to share the word about new digital products and services.

The New Touchjet WAVE Plus is target the early digital adopter. It is the device that turns your flat screen TV or monitor into a giant tablet. It is bigger than the iPad Pro and smarter than the new Apple TV. The co-founders of Touchjet have combined the newest infrared technology, sensors, Android operating system and built in patented Light Processing Unit (LPU) to create the Touchjet WAVE Plus. To attract consumer, they create the microphone that allow user use voice control with the apps you already love from the Google Play Store.  Touchjet WAVE Plus is transforms TVs in living rooms, meeting rooms and classrooms with more features than any TV or smart TVs can offer such as stream movies, music, play all mobile games, share content and create interactive presentations. After a month Touchjet WAVE Plus concept announced, there was over 4000 people support this new technology device.

According to the Elaboration Likelihood Model (ELM), there are two basic routes to persuasion which are central route to persuasion and peripheral route to persuasion. The central route to persuasion involves being persuaded by the content of message. The receiver is listening carefully and thinking logic about the message. They are very active to involve participant in the communication process. Their ability and motivation to understand and evaluate the message are high. While, the peripheral route to persuasion is being persuaded in manner not based on the content of message. This means that a person is persuaded by something other than the argument. The receiver’s ability and motivation to process information is low. They more easy influenced by the surface characteristic. For instance, a person could be influenced by the sound of a person’s voice. They are not likely to engage in detailed cognitive processing.

The factor that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication is elaboration likelihood model (ELM). ELM has important connection for marketing communication like the involvement level of consumers. Sales presentation should contain strong argument for the high involvement level of consumer. While for the low involvement level of consumer, peripheral cues is more important. Attitudes might be used by consumers in response to an advertisement or other form of marketing communication. A person would change their attitude depend on the nature of elaboration. Consumer will engage in careful consideration, thinking and evaluation of the information in message for the high elaboration. On contrast, the low elaboration occurs when the consumer do not engage in active information processing.

Encoding is the process that the communication process begin when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receivers. The encoding process involved the putting of the thoughts, ideas or information into a symbolic form. The sender’s goal are send the message through these ways to the receivers, so that, they can understood the sender’s messages. Hence, the sender will always choose the words, signs or symbol that familiar to the target audiences. For example, the symbol of the familiar circle with the line through it to denote no parking, no smoking and so forth. Besides that, some company will used the symbol to symbolize themselves, such as McDonald’s, Nike or Coca-Cola. The encoding process for the radio and television commercials as well as for print ads will be a little different. The radio is a kind of a channel just using the sounds and the audiences cannot having the visual experiences. The sender will choose the words wisely for their advertising. For the television commercials and print ads, it can give the visual illustration to the customers. The sender will used the sign or symbols more frequently rather than the words. Hence, the way to encoding is differ from the methods using only and the resulting for the encoding still same. It is sending the message to the audiences.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. Viral marketing refer to the act of propagating marketing relevant message through the help and cooperation of individual consumers. The principal behind this type of the marketing is straightforward and simple whereby the influencers create a peer to peer product recommendation or also known as buzz. In viral marketing, it take the advantage of the advancement of technology and social media like Facebook, Twitter, Instagram, You Tube and others. There is a significant concept in viral marketing, which is seeding, that involved identifying and selecting the initial group of consumer who will be used to start the diffusion or spreading of a message.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

The example of an ads or blog for a new high-technology product that is targeting early adopter are the website magazines and also some business publication. For example, Wired is a good sources of the information for new consumer electronic product. The magazines such as the PC World or Macworld also is a good sources for it. For some websites such as TechCrunch.com and cnet.com also provide a platform for the early adopter.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication. According to the elaboration likelihood model (ELM) of persuasion, there have two basic routes to persuasion or attitude change. There are central route to persuasion and peripheral route to persuasion.

Under the central route to persuasion, the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate message is high. However, under the peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process the information and is not likely to engage in detailed cognitive processing.

Encoding is converting the sender ideas into a message, which could be verbal, visual or both.  Encoding differs for radio versus television commercial as well as for print ads because television commercials are more expensive than radio commercials and get generate a bigger audience but radio can offer more spots for less money. If the marketing of the product benefit from visual display, then television is ideal approach. But if your product based on information or does not need visual than radio could attract customers you desire.

2. Explain the concept of viral marketing and how it related to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing are marketing phenomenon that facilitates and encourages people to pass along a marketing message. While word-of-mouth are oral or written by a satisfied customer to the prospective customers of a good or service. Word-of-mouth and viral marketing relate by people that satisfied with product from company and tell others people about it.

Example of a company that used viral marketing successfully are Levi’s big flip, Hershey’s sweet parties and HBO’s winning cocktail. Company that encountered problems is Sony ‘All I want for Xmas is a PSP’.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyse its effort to do so.

Early adopters are typically described as curious, adventurous consumer who buy first, talk fast and spread the word to others about the pros and cons of what they have purchased. Their characteristics are opinion leaders. This only true if someone follow early adopters who feel compelled to talk about a new product. Secondly, Early adopter word-of-mouth is like goose that lay golden eggs. Only if they like it if they see flaws or get bored with it they will abandon it. Thirdly, early adopter is fiend. This is true if the product category that fulfils their interest or needs.

Examples of ad or blog for a new high-tech product that is targeting early adopters and analyse its effort to do so are Technorati, Scobleizer and Gizmodo. Their effort to do so marketing that shows what the product can do for them very specifically. They advise people on what to buy and their opinion are respected. They only spend time try something that interest them.

4. Explain what is meant by a central versus peripheral route to persuasion and the fact or that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Central route to persuasion consist of thoughtful consideration of the arguments of the message. Central processing can only occur when receiver has both the motivation and the ability to think about the message and its topic. If the listeners distracted or have trouble understanding the message it shows lacking the ability to do central processing. While peripheral route to persuasion occur when listener decides whether to agree with the message based on other cues besides the strength of the argument or ideas in the message. This route occurs when auditor is unable or unwilling to engage in much thought on the message. Receiver engage in this peripheral processing is more passive.

Peripheral route might be used by consumers in response to an advertisement or other form of marketing communication. Customer usually takes the easy peripheral route and accepts the message without much thought. Soft drink ads usually take the peripheral route, by merely associating their product with glamour, pleasure and good moods.

Encoding is the communication process begins when the source select words, symbols, pictures and the like, to present the message that will be delivered to the receivers. Radio advertising comes in several forms. A simple radio advertisement might be read by disc jockey or a whole commercial might be taped and played throughout the day. Advertising rates vary greatly depending on geographic location and station size.Whereas for television commercials are more expensive than radio commercial and can generate a bigger audience, but radio can offer more spots for less money. It is involves the use of visual images, sound, motion, color and words which provide advertisers with the opportunity to develop very creative messages. Advertising in print media is most lucrative, followed by online banner. It has triggering multiple sense for readers.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as Internet or email. Viral marketing and word of mouth related by when a person satisfied with the product and tell or share it to other person.For example in 2009, viral marketing that success was paranormal activity movie while company that failed use viral marketing was Sony 'All I want for Xmas is a PSP' in 2006.

3.Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Earlydigital adopters play a very important role in the diffusion process for a new product.Innovators account for the first two to three percent of those who try a new product while earlyadopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that theyare usually become aware of new products before other consumers and are very knowledgeable aboutthem. They also have a higher propensity for ownership of technology products and own a variety ofcross-platform devices such as gaming consoles, computers, and smartphones. They also are heavyusers of social media and use blogs to share their knowledge and opinions about new technology withothers. They are also well respected by other potential adopters who look to them for information and advice.Thus, it is important for marketers to identify early adopters and make them aware of theirnew products as many consumers will pay close attention to what they say and do.

For example Apple product. At every stage of product's development or marketing, there's input, evaluation and ideas. Apple had made their mission to enchant the Technology Enthusiasts and Visionaries, who can then act as banner-carriers to the rest of the market. They do this on every possible front from personalized engravings on iPhone to equipping elementary schools with iPads.

4.Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Central route to persuasion is the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. Whereas for peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process information and is not likely to engaged in detail cognitive processing.  The factors might be the receiver's reaction to the message depends on how he or she evaluates these peripheral cues. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting while in peripheral route, attitude change resulting from it is temporary and susceptible to additional change.

Encoding is the process of putting together thoughts, ideas and information into a symbolic form to communicate a message. The sender’s goal is to encode the message in such a manner so as to ensure that it will be understood by the receiver. Radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. By encoding process, the listener will putting together the information and idea that they receiver through listening. They can’t see how the product really is. For many businesses, television commercials are the pinnacle of advertising. For those who watch the television commercials they can receive the idea and information about a certain product by watching the product itself at the television. As for print ads, all the information about the product is written at a paper or other advertising tools. The receiver only can know the information and idea through reading the print ads.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a marketing method by which content is passed by word of mouth from one person to the other. The content may support the company's brand, or simply generate the coveted buzz or excitement among customers. Viral marketing is spread much in the same way viruses and germs are, passed along from user to user. The example of a company that used viral marketing successfully are Hotmail, Coca-Cola Zero and Will it Blend?.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. 

Early adopters are typically described as curious, adventurous consumers who buy first, talk fast and spread the word to others about the pros and/or cons of what they have purchased. The key characteristics of early adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers and smartphone. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with advice. A very good source of information for new consumer electronics products is a publication such as wired or one of the magazines such as PC World or MACworld. However, ads for new consumer electronic products targeting those working in business can also be found in publication such as BusinessWeek, Forbes or Fortune and The Wall Street Journal.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Under the central route to persuasion the message recipient is viewed as a very active and involved participant in the communications process whose ability and motivation to process a message are very high. The recipient will pay close attention to message content and will carefully scrutinize the communication for the cogency or quality of the message claims. Under the peripheral route to persuasion the message recipient is viewed as lacking the motivation or ability to process the message and is not likely to engage in any detailed level of cognitive processing. Rather than thinking about or evaluating the information content of the message, the receiver will rely on “peripheral cues” such as an attractive source or other executional factors.  Factors that would determine when each might be used by consumer in response to an advertisement include the involvement level of the consumer which will be a function of the nature of the product being purchased, the importance of the product/service being purchased to the individual, the needs of the individual, and the motivation and ability of the consumer to process the message.

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1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding refers to the process by which the sender of a communication puts thoughts, ideas or information into a symbolic form using words, symbols, pictures and other else. The encoding of a television commercial involves the use of visual images, sound, motion, colour and words. Which is provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar or even the same for audio portion.

The idea is that when consumers hear the radio message they will make the connection to the TV commercial thus reinforcing the video images. Encoding of a print advertising can be done using visual images such as pictures as well as written information in the form of advertising copy. Many print ads for fashion brands such as clothing and cosmetics as well as luxury brand contain very few words and rely primarily upon the visual image to deliver their message. However, advertising for products such as automobiles or consumer electronics may use a larger amount of copy to explain the product as well as its features and benefits. Because message recipients control the processing rate for print messages. So, it is possible to communicate more information to them since they can take as long as they need or want to read the copy portion of the advertising

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks. This is the same way that a virus spreads from one person to another. The basis of viral marketing is in the spread of information by word-of-mouth but modern technology has allowed the viral effect to include many internet based platforms as well. The viral effect can spread through many different networks including word-of-mouth, email, social networking sites such as Facebook, Twitter and so on, and video sharing sites such Youtube.

Viral marketing typically supplies its audience with something of value for free. This can be something as simple as an amusing song or game. Whatever the viral content is, it must encourage people to share with others so as many people as possible receive the content's message. Viral marketing is useful as a stand-alone marketing tool or as a part of a larger campaign that uses multiple kinds of marketing. It is especially attractive to smaller businesses or companies because viral marketing can be a cheaper alternative to traditional marketing efforts.

Viral marketing is often used in conjunction with other methods of marketing, such as in the case of the Blair Witch Project. The viral aspect of the campaign generated buzz about the story long before the release of commercials, trailers, posters and other forms of traditional marketing. This caused many people to already talk about the movie before it was officially announced to the public.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters play a very important role in the diffusion process for a new product. Innovators account for the first two to three percent of those who try a new product while early adopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others.

They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. However, while early adopters have traditionally consisted of younger and highly educated consumers, many older baby boomer consumers over the age of 50 have also become early adopters of consumer electronic products such as digital cameras, mobile phones, and even video game systems. Students should be encouraged to find an example of a new consumer electronics product that is targeting early adopters and to analyze the type of advertising being used for it.

A very good source of information for new consumer electronics products is a publication such as Wired or one of the magazines such as PC World or Macworld. However, ads for new consumer electronic products targeting those working in business can also be found in publications such as BusinessWeek, Forbes  or Fortune as well as in The Wall Street Journal . Students might also visit websites that have blogs discussing high tech products such as TechCrunch.com or cnet.com.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The Elaboration Likelihood Model (ELM) developed by Cacioppo and Petty has become a very popular way of analyzing differences in the way consumers process and respond to persuasive messages. According to the ELM, there are two basic processes or routes to persuasion, which are based on motivation and ability to process the message. Under the central route to persuasion the receiver is viewed as a very active and involved participant in the communications process whose ability and motivation to attend, comprehend and evaluate a message are very high. Under the peripheral route to persuasion the receiver is viewed as lacking motivation or ability to process information and is not likely to engage in detailed cognitive processing. The receiver may use “peripheral cues” such as focusing on the message source or executional elements of the ad rather than message content.

The ELM is based on the idea that attitudes are important because attitudes guide decisions and other behaviors. While attitudes can result from a number of things persuasion is a primary source. The model features two routes of persuasive influence are central and peripheral. The ELM accounts for the differences in persuasive impact produced by arguments that contain ample information and cogent reasons as compared to messages that rely on simplistic associations of negative and positive attributes to some object, action or situation. 

The key variable in this process is involvement the extent to which an individual is willing and able to ‘think’ about the position advocated and its supporting materials. When people are motivated and able to think about the content of the message, elaboration is high. Elaboration involves cognitive processes such as evaluation, recall, critical judgment, and inferential judgment. When elaboration is high, the central persuasive route is likely to occur are conversely, the peripheral route is the likely result of low elaboration. Persuasion may also occur with low elaboration. The receiver is not guided by his or her assessment of the message as in the case of the central route but the receiver decides to follow a principle or a decision rule which is derived from the persuasion situation.

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1. What is meant by encoding? Discuss how encoding differs for radio versus television commercial as well as for print ads.

Encoding means convert message or information from one system of communication into another. The message transmitted thus teaches the recipient in the form of some physical representation of data. This involved some activity like hearing, reading, or seeing. The media and message strategy used by business must be change time to time so that consumer can get what the marketers want to present their product according the current needs and wants of their consumers.

For example, Campbell’s Soup Company typically includes the “Mm, mm good” slogan in the print ads it places in newspapers and magazines, in advertisements on the Internet, and in commercials on television and radio. Delivering consistent information about a brand or an organization helps establish it in the minds of consumers and potential customers across target markets.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

The act of promoting information of product that other customers are compelled to give to other friends, colleagues and family. In other words, it also called “word-of-mouth” marketing. Viral marketing is the rapid sharing of an idea which is contains a marketing message about buying a product or services.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyse its effort to do so.

Early adopters are physically easier to reach but now much harder to “buy”. Most of the brands have lost their attractiveness. Brands can provide early adopter will have chance to influence because it’s all about prove the value. If early users will find your product handy, they will be willing to spread it.

The role of early digital adopters in the production of new high technology product is high degree of marketing uncertainty which marked by customer anxiety about how to use the product and what need will fill which affect how quickly the new technology will be adopted by the marketplace. Besides, high degrees of competitive volatility, in which technological break-through are frequently introduced by industry outsiders, whose innovation and business strategies often change.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumer in response to an advertisement or other form of marketing communication.

Central route persuasion is the person receiving the message must be motivated to listen to the message and be able to think about the comprehend the message. The peripheral route to persuasion is when a person is persuaded by something other than the argument or content of the message. There are some factors that determine the consumer response to an advertisement such as marketing action taken to create, communication about, new product features, and also deliver product and services. Besides, the promotions of the advertisement always showing the lower price and attractive product features until the consumer then influence to buy it.

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EXERCISE CHAPTER 4

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is the process of putting together thoughts, ideas and information into a symbolic form to communicate a message. The sender’s goal is to encode the message in such a manner so as to ensure that it will be understood by the receiver. This means using words, signs, or symbols that are familiar to the target audience. For examples, McDonalds golden arches have highly recognizable symbols. 

The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar. The idea is that when consumers hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images. 

Encoding for print advertising can be done using visual images such as photographs and written information in the form of advertising copy. Many print ads for fashion brands such as clothes and cosmetics and luxury brands contain very few words and rely mainly on visual images to convey their messages. However, ads for products such as cars can make use of a larger number of copies to describe the product and its features and benefits. Because the recipient of the message processing to control the printed message, it is possible to deliver more information to them

because they can take as long as they need or want to read a piece of ads copy.

2. Explain the concept of viral marketing and How it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses and can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. The “Crash the Super Bowl” contest is an excellent example of the use of viral marketing, which refers to the act of propagating marketing relevant messages through the help and cooperation of individual consumers.

As consumers generally cannot process all of the information available to them for purchase decisions, they often engage in simple guides for making their information-seeking and decision-making processes easier. Word of mouth communication helps to reduce the amount of information that must be processed in order to make a decision. Word of Mouth has been shown to influence an array of conditions which is awareness, expectations, perceptions, attitudes, and behavioral intentions.

One of a company that used viral marketing is Pepsi Co. A hilarious prank from Pepsi Max to promote their ‘zero calorie cola in disguise’ by disguising Jeff Gordon and taking a poor unsuspecting car salesman on the test drive of his life. The video has over 43.3M views on YouTube and there have been various follow up videos.

One of that encountered problems when using this technique is damage control. Viral marketing uses electronic communication to trigger brand message throughout a widespread network of buyers. This process is often portrayed as a random ground-up phenomenon over which marketers have little control. This could lead to unsatisfied customers who could spread the word about the company very quickly. A long-time negative review of a company that is left without resolution could cause damage to the company, which is where the importance of reputation management comes into play.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Key characteristics of early digital adopters are that they are usually became aware of new products before other consumers and are very knowledgeable about them. They also have higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers and smartphones. They are also well respected by other potential adopters who look to them for information and advice. Thus, is important for marketers to identify early adopters and make them aware of their new products.

The example of an ads or blog for a new high-technology product that is targeting early adopter are the website magazines and also some business publication. For example, Wired is a good sources of the information for new consumer electronic product. The magazines such as the PC World or Macworld also are a good sources for it. For some websites such as TechCrunch.com and cnet.com also provide a platform for the early adopter.

4. Explain what is meant by a central versus peripheral route to persuasion and Factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

Under the central route to persuasion, the receiver is viewed as a very active involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. A high level of cognitive response activity or processing occurs and the ads ability to persuade the receiver depends primarily on the receiver’s evaluation of the quality of the arguments presented. Predominantly favourable cognitive responses lead to favourable change in cognitive structure, which lead to positive attitude change. Conversely, if the cognitive processing is predominantly unfavourable and results in counter arguments, the changes in cognitive structure are unfavourable. Attitude change that occurs through central processing is relatively enduring and should resist subsequent efforts to change it.

Under the peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in message, the receiver relies on peripheral cues that may be incidental to the main argument. The receiver’s reaction to the message depends on how they evaluate peripheral cues. Peripheral cues can also lead to rejection of a message. For example, ads that advocate extreme positions, use endorsers who are not well liked or have credibility problems.

Consumers responses to advertising are mediated or filtered by factors such as motivation and ability to process information, which can radically alter or change the individual’s response to advertising. The effects of advertising should be evaluated using these dimensions, with some intermediate variables being more important than others, depending on factor such as the product category, stage of the product life cycle, target audience, competition and impact of other marketing mix components.

CHAPTER 4

1)  The meaning of encoding is the message is the second step in communication of a marketing idea. Someone must take the ideas and transform it into an intention – getting form, through an advertisement or some other verbal or non-verbal medium. An advertisement creative usually performs this part. Encoding processes is the verbal (words, sounds) and non-verbal (gestures, facial expression, posture) cues that the sender utilizes in dispatching message. Encoding differs for radio versus television commercials as well as for print ads. Via radio, people only can hear the advertisement with casting of vote. People need to listen carefully for the advertisement and faced disturbances. Different with television, people just look and hear the advertisement. It gives many a non-verbal types in the advertisement to influence the audiences. It also needs creativity to attract audience to look the advertisement at the same time, create their willing to buy the goods or services. This is types of advertisement has an advantages and disadvantages. Television and radio has different primetime in a whole day. Radio station’s only focus on time people driving such as on time to go to work while television the primetime is on news time and depends on demographics. The bigger audiences more on television than radio and also has a big cost. Print advertisement cheap but also wasting money, time and energy. Very hard to attract people to read the ads and people less confident with the unfamiliar brands. The organization needs people to send the flyers to audiences and need money to make the flyers and at the same time. Print advertisement also in magazines less power to attract audience either adults or teenagers it influences by technology such as smart phone and laptop, via internet people can see the advertisement more attractive with the colorful ads and nice pictures.

2)  The concept of viral marketing is involves marketing to a small group of consumers who then communicate the marketing message to others, thereby creating positive word-of-mouth with the advent of email and mobile phones, viral marketing has become more popular with organization seeking to get their messages heard using technology to communicate with their customers. It includes advertisement, videos, blog or hyperlinked promotions. Viral marketing relates with word-of-mouth. They will sent an advertisement about their goods or services and share the benefits of product. It also contains videos about their company.

For example, Standard Chartered international bank. They make a marathon competition open to all people and promote their customers to follow the competition. The competition for charity and the prize is USD 17,000. The competition was recorded on videos and it became viral in Youtube and their website. It shows us the company gives good attention to the citizen. The problem of this viral is it more about to get good images but not to improve the numbers of customers in that bank.

3)  Digital marketing combines all of the components of e-commerce, Internet marketing, and mobile marketing. The early stage of the Internet is Web 1.0 in the 1990s was typified by static content provided by a site’s creator. It dominated by institutions and businesses. These commercially and technically-based organizations created sites that crude, simple and designed to accomplish one specific function. Web 2.0 dawned, content is socially-based and audience generated. Web 3.0 content driven by online metrics and instant real-time communications. It also integrated of content and communications. Web 4.0 has emerged with key characteristics of customer engagement, cloud operations, and Web participation as necessities. For example iPhone5s, the new of high- tech attract people to buy it because of the benefit and function such as thin and smart and easy to use just one touch. People understand the problem of weaknesses that the Apple companies solve and people also passionate with the solution and willing to buy the product.

4)  Central route to persuasion involves being persuaded by the arguments or the content of the message than peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. Central route can be used for messages when target receiver has high involvement, message should be complete and full of arguments. Peripheral route can be used to persuade people who have less involvement and no idea about the message. So ELM helps to choose the right route for the right message. Elaboration likelihood model (ELM) is a model elaborates how attitudes are formed and changed.

ANITA SIAU ANAK KEMARAU BB13110028

Chapter 4

1.What is meant by encoding? Discuss how encoding differs for radio and versus television commercials as well as for print ads.

Encoding can be defined as the transformation of a message such as thoughts, ideas and information by the sender to a symbolic form. It can be converted by the signal or word. The encoding of a radio commercial involves the use of sound, which is in the form of words read by an announcer or music and no visual images involved. While, the encoding of a television commercial involves the use of visual images, sound, words, motion, and color. This gives the advertisers opportunity to develop an attractive and creative messages. Encoding of a print ads is done by using visual images such as pictures and written information in advertising copy. Print ads for clothing and cosmetics contain very few words and depend on the visual image to deliver the message. However, ads for products such as automobiles or electrical appliances may use a larger amount of copy to explain the product, its features and benefits as it might be complicated to the consumers.

2.Explain the concept of viral marketing and how it related to word-of-mouth communication. Find an example of company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is the strategy that encourages individuals to pass on a marketing message to others, thus to expose and influence the consumer about the message. The messages usually pass on through the social network and viral objects such as the Internet and an email. Word-of-mouth is the message pass on from one person directly to another. They do not use any media or medium in passing the messages. The messages only pass on when they meet with another face to face and not by medium such as the Internet. Viral marketing and word-of-mouth are related because it has the same objective which is to spread the messages through others. The company that used viral marketing successfully is Levi’s big flip while the one that encountered problem is Sony ‘All I Want For Xmas is a PSP’

3. Discuss the characteristics of the early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyzed their effort to do so.

Early digital adopters are usually a young people, having a good financial status, advanced in education, and more socially. They are typically curious, adventurous consumers who buy the new high technology product first. As the new high technology is introduced, it might cost a bit higher so the early digital adopters are mostly come from a good income. They become aware of new products before other consumers and are very knowledgeable about them. They use social media and use blogs to share their knowledge and opinions about new technology with others. They also can share the positive information about the product with others and influence others to purchase it. Indirectly, they help the company to promote their product with a low cost. On the other hand, if the information is bad, it will help the company to make some adjustment to the product before producing more. It is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. Students can visit websites that have blogs discussing high tech products such as TechCrunch.com or cnet.com. They discuss about how the technology works and how much the price will set up. By having such discussion, the company able to determine what their customer wants and the affordable price for the products.

4.Explain what is meant by a central versus peripheral route to persuasion and the fact or that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message.  In order for this form of persuasion to work, the person receiving the message must be motivated to listen to the message and be able to think about and comprehend the message. For example, Lily would be interested in shoes that would increase her performance in the sports areas as she is the sports fan. Peripheral route to persuasion is persuaded by something other than the arguments and the contents of text. This people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message and the attractiveness or fame of the person delivering the message. For example, Lily might buy the sports shoes even when she is not a sports person but she buys it because she influenced by the celebrity used in that advertisement. Factors involved in determining the two routes are motivation and ability. Motivation is often influenced by the relevance of a topic to an individual. A user who feels directly impacted by a topic is more likely to process a message through the central route. He/she feels that the message is related to them and motivated them to look or listen to it. On the other hand, when one does not impacted by the messages, then it is a peripheral route to persuasion. Ability is exactly what you think it is. For central route processing to occur, your message must be match with the thinking abilities of your audience. If one is unable to use the mental ability to process the message, then it will fall into peripheral route. Therefore, in order to persuade someone, the message must be conveyed effectively.

Chapter 4

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is the process of putting together thoughts, ideas and information into a symbolic form to communicate a message. The sender’s goal is to encode the message in such a manner so as to ensure that it will be understood by the receiver. Radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. By encoding process, the listener will putting together the information and idea that they receiver through listening. They can’t see how the product really is. For many businesses, television commercials are the pinnacle of advertising. For those who watch the television commercials they can receive the idea and information about a certain product by watching the product itself at the television. As for print ads, all the information about the product is written at a paper or other advertising tools. The receiver only can know the information and idea through reading the print ads.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is one of the ways to promote the product. The marketers give information which is good about the product and spread this message to customers.  When customers satisfaction is achieve, customers will give this message to their friends, family, colleges, and so on. Viral marketing is a type of promote through the person that is not come from company. Word-of-mouth will occur at the same time while users share the information of the product or service to others people. For example, McDonald used different way in viral marketing. McDonald work together with LINE to promote their product. They encourage the user of LINE visit their LINE fan page every day until the ten days, their will give the coupon free ice-cream for users. This kind of way can encourage users updates the latest information every day, and encourage users come to the McDonald. The example that overcome the problem use this technique is PepsiCo. PepsiCo use social media to reach the latest information to consumers. The critical part is to communicate the feedback in a short time. PepsiCo overcome this problem by monitor the advertising that given will give right information.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

An early adopter is an early customer of a given company, product, or technology in politics, fashion, art, and other field these would be referred to as a trendsetter. They play a role in new technology which is determine the success or failure of new digital product because many customers pay close attention to what they say and do. The group of customers who are the first use first to use various new digital product and services such as smartphone, mobile apps and so on. Marketers marketing the new technology product recognize that one of the effective ways they can launch the product is focus on early digital adopters. One of the examples of ad or blog for new high tech product in early digital adopters are the PlayStation Plus which consists the ad and free trial games in their store where can get the attention from the customer. For the free trial games, the PlayStation companies can get the data from the customer which can increase the market for their product.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

There are two basic routes to persuasion or attitude change, which are central route to persuasion and peripheral route to persuasion. Under the central route to persuasion, the receiver is observed to be very active. He or she will involve in the communication process and able to comprehend and evaluate the messages. When the advertising message happens, the consumer will focus to the content of the message and scrutinize the message arguments. Thus, the ability to persuade the receiver depends on the receiver’s evaluation of the arguments’ quality presented. The favorable cognitive responses will lead to positive attitude changes and persuasion to the consumers.

Under peripheral route to persuasion, the receiver is observed as lack of motivation or ability to provide information. The receiver’s reaction to the message is basically based on how he or she evaluates the peripheral cues. Peripheral cues can lead to the favorable attitudes or rejection of the message by the consumers. Thus, favorable attitudes must be maintained by continual exposure to the peripheral cues.

Factor which might determine the consumers’ decision to an advertisement or other form of marketing communication is elaboration likelihood model. If the involvement level of consumers is high, advertisement should contain strong argument to persuade the consumers so that they are not easy to reject the message. In contrast, if the involvement of the consumers is low, peripheral cues can be used. Besides, effectiveness of a celebrity endorser in an advertisement also depends on the receiver’s involvement level. If the involvement is low, a celebrity endorser has a significant effect on attitudes. Lastly, the effective type of message depends on the route of persuasion followed by the consumers as well.

1. Encoding is the process of putting a sequence of characters (letters, numbers, punctuation, and certain symbols) into a specialized format for efficient transmission or storage. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer. However, some astute advertisers may use a process called image transfer whereby the images from a television commercial are planted in a radio spot by using similar. The idea is that when consumers hear the radio message, they will make the connection to the television commercial thus reinforcing the video images.

2. Viral marketing is a strategy and process for distributing electronic messages to a channel to communicate information to the public a product widely and expand. Viral marketing is spread much in the same way viruses and germs are, passed along from user to user. The example of a company that used viral marketing successfully like Yahoo, Pepsi Twist and Will it Blend.

3. They role in the introduction of a new high technology product because many consumers pay close attention to what they say and do. Companies will more focus on the early digital adopters because they are the more effective way they can launch the new high technology products. The early digital adopters not only like to buy new product but they also respected their own opinion and this can influence the purchasing decision of other who is looking for advice. One of the examples is Apple. The SAMSUNG is targeting early  adopters. In the phase of early adopters, people want to see the certain usefulness of a new product, but they still willing to pay money to the related product. Early adopters are more crucial as technology advocates and since they willing to pay for high prices, they are important to refinance development costs, even if a product doesn’t turn out to be a mainstream hit.

4. The two basic routes to persuasion or attitude change, which are central route to persuasion and peripheral route to persuasion. Under the central route to persuasion, the receiver is observed to be very active. Factor which might determine the consumers’ decision to an advertisement or other form of marketing communication is elaboration likelihood model.  

1. Encoding refers to the process by which the sender of a communication puts thoughts, ideas, or information into a symbolic form using words, symbols, pictures and the like. The encoding of a television commercial involves the use of visual images, sound, motion, colours, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumers hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images. Encoding of a print ad can is done using visual images such as pictures as well as written information in the form of advertising copy. Many print ads for fashion brands such as clothing and cosmetics as well as luxury brand contain very few words and rely primarily upon the visual image to deliver their message. However, ads for products such as automobiles or consumer electronics may use a larger amount of copy to explain the product as well as its features and benefits. Because message recipients control the processing rate for print messages, it is possible to communicate more information to them since they can take as long as they need or want to read the copy portion of the advertisements.

2. Viral marketing is the process where the information and data spread from one person to another. Either it is a bad or good information, it could effect the product drastically. Usually, viral marketing will be happen after the customer had used some kind of product and then spread some information about those product that had been used to another consumer. It is related to the word-of-mouth communication that could effect the status and position of the product in a market.

Chipotle Mexican Grill, Chipotle is a perfect example of a restaurant that uses both professional and guerrilla marketing. The company’s long-running animated short film, “The Scarecrow” educates people about the ethical treatment of animals and dangers of hormones and pesticides.

3. Early digital adopters play a very important role in the diffusion process for a new product. Innovators account for the first two to three percent of those who try a new product while early adopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. However, while early adopters have traditionally consisted of younger and highly educated consumers, many older baby boomer consumers (over the age of 50) have also become early adopters of consumer electronic products such as digital cameras, mobile phones, and even video game systems. Students should be encouraged to find an example of a new consumer electronics product that is targeting early adopters and to analyse the type of advertising being used for it. A very good source of information for new consumer electronics products is a publication such as Wired or one of the magazines such as PC World, or Macworld . However, ads for new consumer electronic products targeting those working in business can also be found in publications such as BusinessWeek, Forbes , or Fortune as well as in The Wall Street Journal.

4. Under the central route to persuasion the message recipient is viewed as a very active and involved participant in the communications process whose ability and motivation to process a message are very high. The recipient will pay close attention to message content and will carefully scrutinize the communication for the cogency or quality of the message claims. Under the peripheral route to persuasion the message recipient is viewed as lacking the motivation or ability to process the message and is not likely to engage in any detailed level of cognitive processing. Rather than thinking about or evaluating the information content of the message, the receiver will rely on “peripheral cues” such as an attractive source or other executional factors. Factors that would determine when each might be used by consumer in response to an advertisement include the involvement level of the consumer which will be a function of the nature of the product being purchased, the importance of the product/service being purchased to the individual, the needs of the individual, and the motivation and ability of the consumer to process the message.

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding refers to the process by which the sender of a communication puts thoughts, ideas or information into a symbolic form using words, symbols, pictures and other else. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer or music. The encoding of a television commercial involves the use of visual images, sound, motion, colour and words. Which is provides advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar or even the same for audio portion. The idea is that when consumers hear the radio message they will make the connection to the TV commercial thus reinforcing the video images. Encoding of a print advertising can be done using visual images such as pictures as well as written information in the form of advertising copy. Many print ads for fashion brands such as clothing and cosmetics as well as luxury brand contain very few words and rely primarily upon the visual image to deliver their message. However, advertising for products such as automobiles or consumer electronics may use a larger amount of copy to explain the product as well as its features and benefits. This is because that message recipients control the processing rate for print messages. So, it is possible to communicate more information to them since they can take as long as they need or want to read the copy portion of the advertising

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a marketing method by which content is passed by word of mouth from one person to the other. The content may support the company's brand, or simply generate the coveted buzz or excitement among customers. Viral marketing is spread much in the same way viruses and germs are, passed along from user to user. The example of a company that used viral marketing successfully is Pepsi. In March 2013, A hilarious prank from Pepsi Max to promote their ‘zero calorie cola in disguise’ by disguising Jeff Gordon and taking a poor unsuspecting car salesman on the test drive of his life make it the top viral marketing for all time.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters are the early customer who is the first buyer of a new digital product. They play a critical role in determining the success or failure of a new digital product. The early digital adopters always pay more attention to the new digital product. They will become the first buyer and first to use various new digital products and services. Most of the new high-tech companies will focus on the early digital adopters because they can influence the purchase decision of others who look to them for advice. Early digital adopters are the best channel of the word-of-mouth. They like to share the word about new digital products and services.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

Central to persuasion is the receiver viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages very high. The peripheral to persuasion is the receiver viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. When central processing of advertising occurs, the consumer will pay more focus to the message contents and make evaluation to the quality of the advertisement. But, for the peripheral processing,the consumer will use several types of cognitive shortcuts rather than carefully evaluating the message arguments presented in an advertisement. The factor might to be determining is recognizing the involvement level of consumer in advertisement and motivation to process advertisement message in detail. When the involvement is low, the marketer can use creative tactics that emphasize peripheral cues and repetitive advertise to create many attitudes to their brand.

Exercise Chapter 4

1.What is meant by encoding?

How encoding differs for radio versus television commercials as well as for print ads.

Encoding is  a communication process that begin when the source selects words, symbolic, pictures, and may represents the message that will be delivered to the receiver. This process also involves in putting thoughts, ideas or information into a symbolic system. Encoding process may lead to development  of message that contain the information or meaning the sources hopes to convey. Any information which be sense will be attempt to process, store and lastly be transformed into some form that our bodies and minds understand.

Encoding radio are simply write some words or copy that will be read as radio message to producing an expensive television commercial.

2.Explain the concept of viral marketing and how it relates to word-of-mouth communication.

Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing  is a business strategy that act as propagating marketing relevant message through the help and cooperation of individual consumers. This viral marketing also always uses existing social network to promote a product and making strategy on how consumer spread an information about that product to others people in the social network such Facebook, Twitter and so on. It also may describe as spreading an information by word-of-mouth using the social network. When people making conservation, they may suggest or recommend the product that they likely to use to others people. The conservation can make the viral marketing more effectively with using the word-of-mouth that they hear from other people. Viral marketing typically give the consumer a free information about some product. This can be some information or knowledge about the product. Whatever the viral content is, it must encourage people to share with others so many people can receive the content's message.

Example of a company that used viral marketing successfully are Procter & Gamble that are world larger advertiser that making word-of-mouth program brand community called Vocalpoint. Their target including women that age 28 to 45 and has making 670 000 members. Another example is, Blair Witch Project that making campaign to generated buzz about their story long before release of commercials, trailers, posters, and other forms of traditional marketing. This campaign is successful because many people had already talk about the movie before it was officially announced to the public.

3.Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product

Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early adopters are the  early customers of new companies, cutting-edgeproducts and advanced technologies. This consumer group adopts innovation early on. They are usually less concerned with price and risk and more concerned with the opportunity to try new things. This means that they are more willing to accept underdeveloped or pricey products in exchange for early access to what may be a more advanced product. Companies market need the early adopters because they have influence over other consumers. Early adopters purchase quickly and advertise new products and technology via word of mouth. They can even be used as guinea pigs to test new products. Early adopters are known for providing candid feedback and suggestions for improvement.

Examples of an advertising or blog for new high-tech product are ‘Mashable’ that is The Social Media Guide that are updated blog constantly. This blog had takes the world of Twitter, Facebook, news and so on. Next example is ‘ GigaOm’ that is the largest blogger that focusing latest or updated news. Other example is ‘ZDNet’ that is a go-to tech websites that turn into an anomaly blogs. This blog were found in 1991  that formerly on CompuServe and Prodigy.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Central route to persuasion means the receiver is viewed as a very active that involved participant in the communication process whose ability and motivation to attend. It also mean persuaded by the arguments or the content of the message.  While peripheral route to persuasion means  the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. It involves being persuaded in a manner that is not based on the arguments or the message content.

The factor that can be determine consumer response to advertising is firstly it might because consumer might immersed in brand-sponsor advertising. Sometime famous athlete or celebrities that are wearing any brand will influence the consumer to wearing it also.

Second factor might because it depend on the route of persuasion that customer follow. Sometimes the involvement levels are low for their product categories, and consumer are not motivated to process advertising message in the detail.

Lastly, it might because of the feedback and motivation after purchasing the product. Individual might response to advertising because of motivation and ability to process the information.

Chapter 4

What is the meant by encoding? Discuss how encoding differ for radio versus television commercial as well as for print ads.

Encoding refer to transforming the sender message into thoughts. In other word, encoding is putting thought, idea or information into a symbolic. There are many form of message encoding.

Radio is a one the form of message of encoding. For radio, they will give the information to listener with spoken word without the face to face . For this ways, they must spoke with clearly to make sure the listener understand what they want to inform and explain. Then, they can put the music to avoid their listener boring from listen their ads. Then, this station can ask their listener about the feedback after they ‘on air’. This is for know if their prints ads give the positive or negative feedback from their listener.

Then, television for prints ads. Television is a one of the thing have a shape, picture, volume and the color that can make their audience looking at the ads as well. In this case, they can make their ads in the television. In their ads, they have to know how about to talk with nicely and clear to make the audience interest with their ads. For graphic, they can put the nice picture, drawing and chart to give about their ads to the audience. This is because they should have the prove about their ads to make sure their audience believe about the ads. They also spend  the more money for television ads then any other medium.

In conclusion, television is a good for print ads because the audience or customer can see, listen about their ads with peacefully but the cost that they have to pay are increase. Television will repeat the ads to the audience, so they can get the many information about their ads. Radio is about listen only, they have to listen if they want the information about what they want.

Explain the concept of viral marketing and how to relate to word of mouth communication. Find an example of a company the used viral marketing successfully and one the encountered problem when using thing technique.

Viral marketing is all about propagating marketing relevant message with the help of individual consumer. This viral will related to word of mouth communication from personal channel. In this case, mouth to mouth communication are informed communication among consumer about the product or the services. Many marketer along with their advertising and or digital agencies now use a variety of tool and technique viral buzz about their brand, many of which take advantage of the emerge and growth of online communities and social media. Researcher have identified three major factors that affect the success of a viral marketing program, including message characteristic, individual sender or receiver characteristic and social network characteristic. Message characteristic relate to the content and creative design of a viral message and include factor such as whether information is entertaining, engaging, novel, humors and informative.  For example, in 2012 Red Bull ‘Stratos’ video, which captured record-breaking free fall of Felix Baugartner from stratosphere with 171 million views.

Word of mouth with IMC become popular way to generate buzz about the brand, research conducted by the Keller Fay Group [a market research focus on word of mouth marketing. Advertising influence word of mouth conversation is significantly more likely to involve recommendations to buy or try a brand when compared to other WOM included discussion about brand. Thus, marketer must develop creative advertisement and other form of communication that can trigger conservation and are worthy of sharing.

While using the viral marketing campaigns is becoming prevalent, concern has been express over its use and whether the person spreading the product message should disclose their affiliation. The word of mouth marketing Association, was formed in 2014 to promote and improve the use of mouth marketing and protect consumer and the industry by providing ethical guidelines for its use. Expert note that buzz marketing technique are very resistant to manipulation and marketer must be careful about how they use them. Several companies have  had buzz marketing campaign backfire when consumer recognize that the companies were artificially trying to promote buzz for their brands.

Discuss the characteristic of early digital  adopter and the role they play in of the new high technology product. Find an example of an ad or blog for a new high teach product that is targeting early adopters and analysis its effort to do so.

Characteristic of early digital adopter are cognitive respond. In this case, occur to the individual while reading, viewing and hearing a communication. Next are counterargument that the recipient has that are opposed to the position taken the message. This message relate to the positive or negative message. Affirm the claiming made in the message is the one of the characteristic of early digital adopter. This characteristic tell about the message that  have made. The positive message will be acceptance.

The role that they play in of the new high technology product are they provide the client with the service of highly skilled individuals who are specialist in their chosen field. Many agencies specialize in a particular type of business and use the knowledge of the industry to assist their clients. For example, Mentus Inc. is an agency that specialized in integrated marketing communication for the high technology, e-commerce and biosciences industries.

The next role are provide an objective view point of the market and its business that is not subject to internal company policies, biases or other limitations. The agency can draw on the board range experience it has gained while working on a diverse set of marketing problem for various clients.

Then, developing client service training programs for their account executive that are designed to educate them in a variety of areas, including  basic agency business issues, strategies marketing, the procurement process and relationship building. Agencies and clients often work together to address the problem by developing communication and indoctrination program that provide agency personnel with on overview of their clients business objective and marketing strategy as well as their financial or budget situation.

Explain what is meant by a central versus peripheral route to persuasion and the factor that might determine when each might be used by consumer in respond to an advertising or other form of marketing communication.

Central route to persuasion  about the receiver is viewer as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate message are high. When central processing of an advertising message occur, the consumer pay close attention to message content and scrutinizes the message arguments. A high level of cognitive  respond activity or processing occur, and the ads ability to persuade the receiver depends primarily on the receivers evaluation of the quality of the arguments presented. Predominantly favorable cognitive response lead to favorable change in cognitive structure, which lead to positive attitude change, or persuasion.

Peripheral route persuasion refer to the receiver is viewed as lacking the motivation or ability to process information and its not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in message, the receiver relies on peripheral cues that may be incidental to the main argument. The receiver reaction to the message depends on how they evaluate these peripheral cues. The consumer may use several types of peripheral cues or cognitive shortcuts rather than carefully evaluating the message arguments presented in an advertisement.

The factor that might determine when each might be used by consumer in respond to an advertising or other from of marketing communication  are respect to involvement. For example, if the involvement level of consumer in the target audience is high, an ads or sales presentation should contain strong argument that are difficult for the message recipient to refute or counterargue. Then, show the effectiveness of a celebrity endorser in an ads depends on the receiver involvement level. The next factor are the finding was that a celebrity may serve as a peripheral cue in the low involvement situation. Lastly, the effective type of message depend on the route to persuasion the customer follows.

Chapter 4

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is a part of communication process which can be defined as a process of putting thoughts, ideas, message or information into a symbolic form from the sender to receiver. This process of encoding typically involves representing the thoughts of information to be communicated in some form of language, graphic or audio.

Encoding process might be differ through its medium itself, for example the encoding through radio commercial is limited to the use of sound. Thus, the thought only can be translating towards the music or announcer. TV commercial encode more with the visual images, sounds, motion, and words which may help them to develop more interesting and creative message. Print ads encode the visual images, color and words. This is normally the easy and popular way to gives and spread the information to the receiver because its not to costly and may attarct people.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is a strategy by which a marketer creates a campaign focused around the goal of causing viewers of that promotion to spontaneously spread it by sending it to friends. It is definetly may help to generate word of mouth among the consumer about the product and services. For example, Mcdonald has gives a big promotion online for those who had download the McCafe special offer on their website (for a limited time) and just show the picture that they had download at the counter during the purchasing to get the special offer. Normally, people will react positively to this offer and it has become viral among their customer.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early adopters can be describe as young and restless. They typically curious, adventurous consumers who buy first, talk fast and spread the word to others about the pros and/or cons of what they have purchased. They act as an important role by influencing the attitude and changing the behavior for the later adopters. For example, An early adopter who is a house painter learned about the Anti-Gravity Belt from an innovator and bought one to help him paint ceilings. He told all his colleagues how much easier and faster he could paint high places with his new Anti-Gravity Belt.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message. For example, Once you have determined you have something of value, the first great way to encourage this type of thinking is to discuss the issues in the negotiation as a joint problem-solving venture.

Next, it is important to reduce distractions during negotiations if you wish to encourage this type of analysis. A simple way to do this is to ensure that you will have a quiet, distraction free environment for the negotiation where the opposing party will feel calm and comfortable.

Peripheral route is on the other hand which will focus less on the actual merit and logic of opposing counsels arguments and instead will be more influenced by things that are more peripheral to the issue at hand, such as the physical attractiveness of the person trying to persuade them, or presentation or “packaging.” For example, by creating positive emotions in the opposing party. This can be done through offering drinks and food during negotiation, or having an attractive staff member conduct the negotiation.

1.  Encoding is involves putting thoughts, ideas or information into a symbolic form. The sender purpose is to encode the message in a particular way that will be understood by the receiver by using words, signs, or body language. For example, a company that developed new product can introduce it by doing a promotion to delivery the information. 

The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to create creative messages. The encoding of a radio commercial is limited to the use of sound, which comes in the form of words read by the announcer or music. However, some advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, audio portion. The idea is that when consumer hear the radio message, they will make the connection to the TV commercial then supporting the video images.

2. Viral marketing refers to the act of propagating marketing relevant messages through the help and cooperation of individual consumers. Many of marketers and their advertising agencies use a variety of tools and techniques to generate viral about their brands and take advantage of the growth of social media such as Facebook, Google, Pinterest, Twitter and Instagram. While face to face, phone conversations, online channels are the example of word of mouth communications about a brand. A research shown that nearly half the word of mouth conversations included to the various IMC tools for brand, including print, TV ads, and websites. Then, marketers can consider word of mouth is a part of viral marketing that can be used to make viral of a brand.

An example of company that used viral marketing successfully is Burger King's. This interested the audience because the audience would tell the chicken to do anything they wanted it to do and it would do the action, this made people very interested as they wanted to know how it worked. It have a simple yet effective concept that are create a message, image and video, then send it via e-mail or text message, and make it so compelling that recipients want to pass it to everyone they can think of. Advertisers very interested in the tactic, because it is a very effective way to approach to the audience easier and quicker by the idea of putting consumers to work by them spreading the word themselves.

3. One of the Characteristics of early digital adopters is they are always a step ahead than the other consumers to become aware of a new products in marketplace and even always update to information about it. Besides that, they also aware of new technologies and innovations then own them as well as a variety of cross-platform devices such as smartphones, computers and so on. The other potential adopters also respect them well and even looking for information and device from them. They also have their own blog and site as well as social media to share their knowledge and information about new technologies with others.

As many consumers will pay high attention to their actions, marketers have to identify early adopters and ensure they are always aware of their new products. While the consumers average are young with highly educated before this, but now citizens also become a part of them that find for electronic devices such as smartphone and digital camera. Hence, marketers should analyze the best advertising method and search the example of new consumer for electronic product that can be detect from website PC World or publication of wired.

4. The central route to persuasion means being persuaded by the arguments or the content in a message. For example, because of a sales man’s views and the creativity used to promote the new product are very convincing with a clear explanation, consumers might change their mind to purchase that product. While peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments and message content. For example, consumers might interested with a new product just because they like the sales man’s sound or appearance.

The factor that determine consumers in response to an advertisement or other form of marketing communication is the message of the product thought. Counterarguments thought that recipients are opposed to the message in content that their disapproval of a claim made in advertisement. While support arguments that thought that affirm the claim made in messages. Source-oriented thought also influence consumer response, they might less likely to accept the sources if they find a spokesperson untrustworthy. The other factor is advertisement execution thoughts. Many of consumer does not concern about the product or the message claim directly, but they very attractive with the creativity, quality, colors and voice.

Encoding is the process of converting information into a form that can be sent to the other person that is easily understand. It is also involves putting through ideas and information into a symbolic form.  Decoding is the process of interpreting the data. The processing data initially from sender to receiver, sender will encode data and messages to receiver can decode the data and then receiver will interpret the information messages that can easily understand. Decoding has verbal and non-verbal forms through communication.

Communication effectiveness depends on proper encoding and decoding. When a messages encoded in a way it accurately decoded, message transfer will be proper. A message can only properly communicate when decode, channel and decode properly perform well. Encoding and decoding differ for radio and television commercials. Radio is one of dimension process message only can encoded only by sound and word. On the other hand, television has both audio and visual impact. The message can be encoded, through sign, word, picture, symbol and etc. The process to decode message will be easy to understand through television because of the impact audio and visual but radio just only sound and word that cannot be easily understand to the audience. Moreover, Radio encoded only use oral or verbal. Instead television use nonverbal, oral and written. Finally, television message more effective than radio only have limited information.

2. Explain the concept of viral marketing and how it relates to word of mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this techniques.

Viral marketing is a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as internet and email.

Viral marketing relates to word-of-mouth is in the spread information, but the modern technology has allowed the viral effect to include many internet-based platforms as well. On the other hand, word-of-mouth is passing information from person to person by oral communication.

Facebook is one of the examples of the companies that using viral marketing marketer using Facebook pages to share information about other companies products. By using Facebook marketer can share their new product, ideas, opinion and etc. There can see how many people like, unlike, share information or picture, and comment can be positive or negative. From that information marketer can be better understand what people like and how they react with the information.   

Marketer faced problem when using Facebook to market their own product. For example, when they launched new product and putting in the Facebook site there are some customers complaining about the product especially when they have experienced using that product they will post negative comment. So, when customers keep complaining it hard to attract potential customer to buy product or services.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog of new high-tech product that is targeting early adopters and analyze its effort to do so.

An early adopter is a person who embraces new technologies before other people. They are smart, engaged and always lookout for the something new, usually less concerned with price risk and more concern with the opportunity to try something new. Companies usually try to market their product to early adopters because they have influence over the other customer to buy their product. Early adopter also a person that who can provides feedback and suggestions for improvement.

As field of emerging social media, PepsiCo as a company who fast moving consumer good, where the product themselves cannot be converted into information. Adapted the model by turning the PepsiCo itself into a early adopters, spotting powerful media platforms, and finding to help them promote products. The company use celebrity as ambassador and promotion design to spread widely on a social media. In addition, they use celebrity ambassador to drive awareness. Other than that, PepsiCo take global and local challenges that combine pop culture with social good.The Pepsi Challenge effort will also include global TV spots, digital content, consumer engagement programs, point of sale, special packaging and out-of-home and a robust digital and social program. PepsiCo try to enhance relationship with consumer early digital adopter via social media to get large profit.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used to consumers in response to an advertisement or other form of the marketing communication.

Central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind message. On the other hand, peripheral route persuasion when do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message.

The elaboration likelihood model has important for marketing communication. For instance, if the level involvement of consumer in the target audience is high, an ad or sales presentation should contain strong arguments. If the level involvement low, peripheral cues may be more important than detailed message arguments.

Encoding is a process of creating message from sender to the receiver which is a process of putting thoughts, ideas, message or information into a symbolic form from the sender to receiver. This process of encoding typically involves representing the thoughts of information to be communicated in some form of language, graphic or audio.

Thus, you will find that a radio message, a TV message or a print message are encoded differently as all of them have their own pros and cons. Whatever media vehicle or message format you may use, the focus message needs to be the same.The format depends on the type of media vehicle being used to deliver the communication message. Usually, radio and television is the different channel based on their objective in promotion and marketing management.

 2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so

 4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

1.What is meant by encoding? Discuss how encoding differs for radio versus

television commercials as well as for print ads.

Encoding is the process of converting data into a format required for a number of information process needs including program compiling and execution, data transmission, storage and compression/ decompression and application data process such as file conversion.

Encoding used to reduce the size of audio and video files. Each audio and video file format has a corresponding coder-decoder (codec) program that is used to code it into the appropriate format and then decodes for playback. Encoding should not be confused with encryption, which hides content. Both techniques are used extensively in the networking, software programming, wireless communication and storage fields.

Television commercials are more expensive than radio commercials and can generate a bigger audience but radio can offer more spots for less money. If you are marketing a product that would benefit from a visual display, then television advertising is an ideal approach. If you product is information-based or does not necessarily need to be visualized, radio could effectively attract the customers you desire.

2.Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.

Word-of-mouth communication is a key component to the growth of a small business. It’s often word-of-mouth marketing that keeps small businesses running in the early days of operation when there is little to no more marketing budget. The consumer shares their experience with your products or services and they share it with their family and friends. This increases your consumer base and increases your sales.

One example of successful viral marketing is Hotmail, a company now owned by Microsoft that promotes its service and its own advertiser’s messages in every user’s e-mail notes.  

3.Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Key characteristics of early digital adopters are that they usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is Important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do.

4.Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. If a person believes the persuasion to relivable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting.

The peripheral route to persuasion means when people do not elaborate on a persuasive argument and instead are swayed but surface characteristics that are peripheral to the message. When using this route, peripheral cues enable the individual to use mental shortcuts accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change.   

Chapter 4

1. What is mean by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Answer

The meaning of encoding is a sender, or source. Of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual or a nonpersonal entity. The source of many ads in the company, since no specific spokesperson or source is shown. Radio process just using sound. This process, known as encoding, involves putting thoughts, ideas , or information into a symbolic form. The senders goal is to encode the message in such a way that it will be understood by the receiver. That mean using word, signs, or symbols that are familiar to target audience.

2. Explain the concept of viral marketing and how it related to word-of-mouth communication. Find an example of a company that uses viral marketing successfully and one that encountered problems when using this technique.

Answer

The viral marketing must have research and identification. The important aspect of viral marketing is what is often referred to as seeding. This involve of identifying and choosing the initial group of consumers use to start the diffusion or spreading of a message of message. Companies that utilized viral marketing must develop a seeding strategies which involves determining initial consumer seeds and needed and selecting the right consumers to start the viral. World of mouth with MIC is technic viral to generate popular way about brand.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new a high-tech product that is targeting early adopters and analyse its effort to do so.

Answer

The character of it’s a bias in the advertisement industry. The claim is that marketers are fixated with reaching youngers consumers while paying less attention to those over the age of 50. Despite the fact that older consumers control half of the wealth. Some of area where advertising and marketing communication are often seen as having a youth bias is among agency personal, for example in United States.

4. explain what is mean by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Answer

The peripheral route to persuation shown on the right side of receiver is view as lacking the motivation or ability to process in formation and is not like to engage in detail cognitive processing. The evaluating the information present the message. The receiver relies on peripheral cues that may be incidental to the main arguments. The receivers reaction to the message depends on evaluate these peripheral cues

1. What is meant by encoding differs for radio versus television commercials as well as for print ads.

Encoding refers to the process by which the sender of a communication puts thoughts, ideas, or information into a symbolic form using words, symbols, pictures and the like. The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumers hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images. Encoding of a print ad can is done using visual images such as pictures as well as written information in the form of advertising copy.Many print ads for fashion brands such as clothing and cosmetics as well as luxury brand contain very few words and rely primarily upon the visual image to deliver their message. However, ads for products such as automobiles or consumer electronics may use a larger amount of copy to explain the product as well as its features and benefits. Becausemessage recipients control the processing rate for print messages, it is possible to communicate more information to them since they can take as long as they need or want to read the copy portion of the ad.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing can refers to the act of propagating marketing relevant messages through the help and cooperation of individual consumers and the ‘Crash the Super Bowl’ contest of viral marketing. Many marketers along with their advertising or digital agencies now use a variety of tools and techniquesto generate viral buzz about their brands. Example of company that used viral marketing included Red Bull “stratos” video which captured the record-breaking free fall of Felix Baumgartner, commercial for the Samsung Galaxy S 111 smartphone which poked fun at people waiting in line for new iPhones. Some marketers must be careful the assumption when using buzz techniques when a study conducted by David Godes and Diane Mayzlin on the effects of a word of mouth campaign for a chain store examined the characteristics of the most succesful ‘agents’ so that firms could better understand at whom they should target their buzz marketing efforts. Other than that, buzz and viral marketing campaigns is becoming more prevalent, concern has been expressed over its use and whether the person spreading the product message should disclose his or he affiliation.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters play a very important role in the diffusion process for a new product.Innovators account for the first two to three percent of those who try a new product while early adopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable aboutthem. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information andadvice.Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do.However, while early adopters have traditionally consisted of younger and highly educated consumers, many older baby boomer consumers (over the age of 50) have also become early adopters of consumer electronic products such as digital cameras, mobile phones, and even video game systems.Students should been courage to find an example of a new consumer electronics product that is targeting early adopters and to analyze the type of advertising being used for it.A very good source of information for new consumer electronics products is a publication such as Wiredor one of the magazines such as PCWorld, or Macworld. However, ads for new consumer electronic products targeting those working in business can also be found in publications such as Business Week, Forbes, or Fortunea well as in The Wall Street Journal. Students might also visit websites that have blogs discussing high tech products such as Tech Crunch.comor cnet.com

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Persuasion processes have two types, when exposed to a promotion, espcially an advertisement, consumer must interpret the information it present. The central and peripheral routes are two types of interpretation processes that can occur when consumer are exposed to persuasive communication. They differ in the level and focus of consumer attention and comprehension processes during interpretation of the information. The central route to persuasion usually occurs because consumers have higher levels of involvement, perhaps because they have greater instric self relevance with the product.

Peripheral route to persuasion consumers are not very interested in the product, they have no purchase goals in mind or levels of intrinsic self relevance. Therefore they are more likely to attend to peripheral aspects of the advertisement such as the background scenery, the model used or same other non product feature. This is because consumers pay little attention to the message about the product, their comprehension of this information tends to be shallower and less elobrate. Marketers who are developing effective advertising strategies may wish to consider the typical processing consumer exhibit when exposed to an ad. To some extent, ad content should be designer for the likely form of processing. Perhaps, some ads can be designed to facilitate both type processes.

1.  What is meant by encoding? Discuss how encoding differ for radio versus television commercials as well as for print ads.

Encoding is the process of converting data into a format required for a number of information processing needs, including program compiling and execution, data transmission, storage and compression/decompression, application data processing, such as file conversion. Encoding differ radio is it might be read by the disc jockey or a whole commercial might be taped and played throughout the day. However, by television that would benefit from a visual display. So that, by television is an ideal approach.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using the technique.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopter and analyse its effort to do so.

Early adopters are typically described as curious, adventurous consumers who buy first, talk fast and spread the word to others about the pros or cons of what they have purchased. Early adopters have received a stage to influence others. Social Media gave them the screen power. Early social media users have grown to be the main influencers, and their influence is far beyond technology. The example of an ad or blog for a new high-tech product that is targeting early adopter is Google, early adopters have helped create immediate, widespread buzz around its products. The launches of both Gmail and Google Wave tapped into the psychological idea of scarcity, with Google issuing a limited number of “invitations” to use those services before they were finally rolled out to the mainstream.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Central route processes are those that require a great deal of thought, and therefore are likely to predominate under conditions that promote high elaboration. Central route processes involve careful scrutiny of a persuasive communication such as a speech and an advertisement to determine the merits of the arguments. It means that, central route processing deals with things that require high involvement, like buying a house. We are going to process things more carefully as it is an expensive purchase and we will probably live there for a while. So we are going to take into consideration things like the price, the age of the home, the neighbourhood, possible places that are nearby such as schools, malls and so on.

However, peripheral route processes require little thought, and therefore predominate under conditions that promote low elaboration. These processes often rely on judgmental heuristics for example “experts are always right” or surface features of a message such as, the number of arguments presented or its source like, their attractiveness. These processes deal with things that require little thought. So if we are buying paper towels, we are not going to think too much about it. We might think back to an ad that compared one brand of paper towel to another and base our decision on that, or look at the price and go with the cheapest or most expensive.

Chapter 4

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is a second step in communication process which takes a creative idea and transform it into attention-getting advertisement designed for various media. Messages travel to audience through various transmission methods. Radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. Television advertisement are more expensive and can generate a bigger audience, but radio can cut some commercial cost.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth or enhanced by network effects of the internet and mobile networks. For example, company that used viral marketing are Volkswagen and Honda.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blogfor a new high-tech product that is targeting early adopters and analyze its effort to do so.

An early adopters is an important part of the consumer base. The characteristics of an early adopters are smart, engaged, and always on the lookout for something new. Their role in the introduction of new high technology product are compose nearly 15% of the buying population. Secondly, they are the connectors, which is someone who has a rich network of people and tends to stay in touch with them. Thirdly, they provide word-of-mouth with them. For example, Fedex.  

4. Explainwhat is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route involves being persuaded by the arguments or the content of the message. While, peripheral route involves being persuaded in a manner that is not based on the arguments or the message content. For example, consumers might used central route after hearing a political debate and decide whom to vote because the candidates views and arguments very convincing. For peripheral route, after reading a political debate, you may decide whom to vote because you like the sound of the person’s voice.

2.Viral marketing is a business strategy that uses existing social networks to promote a product. It refers to how consumers spread information about a product with other  people in their social networks. Viral marketing is related to word-to-mouth because the consumer will share their experiences to the people around them no matter is share to family, friends or colleague by communicating in daily life. One  of the example that company success by using viral marketing is Blair Witch team.In  1999, Daniel Myrick and Eduardo Sanchez began drumming up buzz for their now-legendary movie, The Blair Witch Project, using innovative techniques made possible  by the relatively new culture of the Internet. The film is an early example of the “found footage” style that is made to look like amateur video shot by real people. Myrick and Sanchez, along with Artisan Entertainment, capitalized on the realistic look of Blair  Witch to build a campaign around it that suggested the footage actually was real.

3.Key characteristics of early digital adopters are that they are usually become aware  of new products before other consumers and are very knowledgeable about them.  They also have a higher propensity for ownership of technology products and own a variety of cross platform  devices  such  as  gaming  consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. Mint founder who is Aaron Patzer has success targeting early adopters in new-high technology product. He firstly validate his idea , then create a prototype, follow by build the right team and then finally raise funding. He didn’t write a line of code until he did about three or four months’ worth of thinking on Mint, which he think is counter to what a lot of people will suggest. A lot of people will say ‘Just get the product out  there, just iterate very, very quickly, and just make a prototype.

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EXERCISE CHAPTER 4

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Answer

In computers, encoding is the process of putting a sequence of characters (letters, numbers, punctuation, and certain symbols) into a specialized format for efficient transmission or storage. Decoding is the opposite process  the conversion of an encoded format back into the original sequence of characters. The term is especially applicable to radio (wireless) communications systems. Radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. According to the Television Advertising Bureau, 60.6 percent of people 18 and older listen to the radio daily. Advertising rates vary greatly depending on geographic location and station size. For example, according to Graebler.com, a 30-second radio spot in Houston, Texas, costs $264, while a 30-second spot in Wheeling, West Virginia.For many businesses, television commercials are the pinnacle of advertising. The Television Advertising Bureau reports that 89.5 percent of people 18 and older watch television on a daily basis. Although a 30-second spot on national television is expensive, advertising on cable or local channels can make this medium more affordable. Graebler.com estimates that a television spot on a local channel costs $5 per 1,000 viewers.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique

Answer

Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company, now owned by Microsoft, that promotes its service and its own advertisers' messages in every user's e-mail notes. Some examples of companies that use viral marketing in their online video marketing campaigns would be Audi, Nike, Coca Cola and most recently Old Spice.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Answer

Early adopters are an important part of the consumer base. They are smart, engaged and always on the lookout for something new. This lesson explores the traits of an early adopter and outlines plans for marketing to this target group.There are some characteristics of early digital adopters. Firstly digital adopter are always a step ahead than the other consumers to become aware of a new products in marketplace and even always update to information about it. Besides that, they also aware of new technologies and innovations then own them as well as a variety of cross-platform devices such as smartphones, computers and so on. Early adopters have a passion for product innovation that most consumers cannot relate to. The early adopter looks at new products and thinks to themselves how the product can be incorporated into their daily needs. They quickly recognize and comprehend the potential value and benefit of the product and how its functionality relates to their needs of usability and sociability.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

Answer

The central route to persuasion involves being persuaded by the arguments or the content of the message.  For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. For example, after reading a political debate you may decide to vote for a candidate because you like the sound of the person's voice, or the person went to the same university as you did. The peripheral route can involve using superficial cues such as the attractiveness of the speaker.

Encoding is a process of converting the sender idea into message. It could be in verbal, visual or both verbal and visual.

Television commercial can generate bigger audience, and so the cost of the advertisement is more than radio which have less audience as well as the cost. Furthermore television ads generate image and animation makes the advertising more effective. While the radio can only be produced via voice recording.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. find an example of a company that used viral marketing successfully and one that encounters problem when using this technique

Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message’s visibility and effect. While word-of-mouth are oral or written message written by the satisfied customer. Word of mouth and viral marketing related by people that satisfied with product from company and tell others people about it. The example of successful viral marketing is Hotmail a company now owned by Microsoft, that promotes its service and its own advertisers message in every user’s email notes.

3. The characteristic of early digital adopters and the role they play in the introduction of a new  high technology product. find the example of an ad or blog for new high tech product that is targeting early adopters and analyze its effort to do so.

Early adopters are typically describe as curious, adventurous consumer who buy first, talk fast and spread word to others about the pros and cons of what they have purchased. their characteristic are opinion leaders. This only true if someone follow early adopters who feel compelled to talk about new product. They are also friend ,if the product category is fulfilling their needs and interest.

4. Explain what is the mean by central versus peripheral route to persuasion and the factors that might be used by consumer in response to an advertisement  or other form of marketing communication

The central route to persuasion involves being persuaded in a manner that is not based on the arguments or the content of the message. while the peripheral route to persuasion involves being persuaded in a manner  that is not based on the arguments or the message content. The peripheral route can involve using superficial cues such as the attractiveness of the speaker. Peripheral route might be mostly used by the consumer to respond to an advertisement or other form of marketing communication. Customer usually takes the easy peripheral route and accept the message without much thought. Soft drinks ads usually take the peripheral route by merely associating their product with glamour, pleasure and good moods.

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid  multiplication to explode the message to thousands, to millions.Off the Internet, viral marketing has been referred to as “word-of-mouth,”  “creating a buzz,”  “leveraging the  media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing.” While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won’t try. The term  “viral marketing” has stuck.

Evian found great success with its Roller Babies campaign, which is the most-viewed  viral advertisement of all time.The video consists of computer-animated  babies  doing a rollerskating routine to The Sugar hill Gang’s “Rapper’s Delight.”The video has  been viewed nearly 70 million times to date. The content of the video is only  tangentially related to the Evian brand.The babies perform their routine after a title  card indicates that drinking Evian water would make you feel as young and energetic as those babies.This is one of the best viral marketing campaign examples because  despite the video’s massive popularity, Evian’s sales actually dropped drastically.This  illustrates the difference between a viral video and a successful ad campaign. Just  because millions of people watched the Roller Babies video does not mean that those people proceeded to go out and buy bottled water.

3.Early digital adopters play a very important role in the diffusion process for a new  product.Innovators account for the first two to three percent of those who try a new  product while early adopters. Key characteristics  of early digital adopters are that  usually become aware of new products before other consumers and are very  about them. .A very good source of information for new consumer electronics products is a  publication such as Wired or one of the magazines such as PC World,or Mac world.  However, ads for new consumer electronic products targeting those working in business can also be found in publications such as Business Week, Forbes,  or Fortune as well as in The Wall Street Journal.  Students might also visit websites  that have  blogs discussing high tech products such as TechCrunch.com

4.The central route to persuasion involves being persuaded by the arguments or the  content of the message. For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very  convincing.Demographics such as age, gender, economic class, and location will all  play a role in maximizing the potential for sales. For example, a publisher who is  promoting a new woman’s magazine will likely not generate much in the way of sales  if the direct mail campaign uses a mailing list that is primarily composed of contact information for single men. For this reason,  qualifying the contact list before actually initiating the campaign will go a long way toward increasing the chances of a higher return

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EXERCISE CHAPTER 4

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Answer

In computers, encoding is the process of putting a sequence of characters (letters, numbers, punctuation, and certain symbols) into a specialized format for efficient transmission or storage. Decoding is the opposite process  the conversion of an encoded format back into the original sequence of characters. The term is especially applicable to radio (wireless) communications systems. Radio advertising comes in several forms. The simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. According to the television Advertising Bureau, 60.6 percent of people 18 and older listen to the radio daily. Advertising rates vary greatly depending on geographic location and station size. For example, according to Graebler.com, a 30-second radio spot in Houston, Texas, costs $264, while a 30-second spot in Wheeling, West Virginia.For many businesses, television commercials are the pinnacle of advertising. The Television Advertising Bureau reports that 89.5 percent of people 18 and older watch television on a daily basis. Although a 30-second spot on national television is expensive, advertising on cable or local channels can make this medium more affordable. Graebler.com estimates that a television spot on a local channel costs $5 per 1,000 viewers.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique

Answer

Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. One example of successful viral marketing is Hotmail, a company, now owned by Microsoft, that promotes its service and its own advertisers' messages in every user's e-mail notes. Some examples of companies that use viral marketing in their online video marketing campaigns would be Audi, Nike, Coca Cola and most recently Old Spice.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Answer

Early adopters are an important part of the consumer base. They are smart, engaged and always on the lookout for something new. This lesson explores the traits of an early adopter and outlines plans for marketing to this target group.There are some characteristics of early digital adopters. Firstly digital adopter are always a step ahead than the other consumers to become aware of a new products in marketplace and even always update to information about it. Besides that, they also aware of new technologies and innovations then own them as well as a variety of cross-platform devices such as smartphones, computers and so on. Early adopters have a passion for product innovation that most consumers cannot relate to. The early adopter looks at new products and thinks to themselves how the product can be incorporated into their daily needs. They quickly recognize and comprehend the potential value and benefit of the product and how its functionality relates to their needs of usability and sociability.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication

Answer

The central route to persuasion involves being persuaded by the arguments or the content of the message.  For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. For example, after reading a political debate you may decide to vote for a candidate because you like the sound of the person's voice, or the person went to the same university as you did. The peripheral route can involve using superficial cues such as the attractiveness of the speaker.

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads. Encoding is a process that involve in communication. Encode can be define as the process by which the sender translates the information to be sent to a symbol that can be accepted by. Example sender uses language mutually intelligible or use limb movement so the recipient understand the message. Some channel of communication have different ways in encoding the message. There is are different way of encoding process for radio, television commercials, and print ads. As we know, radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. So, the message will be encode in the form of words through the disc jockey intonation voice, pronunciation for every word, and songs. This is important for radio advertising in order to prevent the listener or receiver from getting the wrong message or misunderstanding towards the advertising. Television commercial is popular nowadays compared to radio advertising among marketers even its more expensive. As we know, television commercial mostly more attractive. For television commercial, the message will be encode in form of letters, illustration, image, voice, or words. With this various types of encoding, the audience is easier to understand the messages conveyed by the sender. Advertisers often used creative aspects of their ads to gain consumers’ attention. Apart from using radio and television media, advertising also can be print. Brochure and pamphlet is one of the example of print ads. This method is still using in some company such as hotel and restaurant. In print ads, the message or idea will be encode in term of words and writing. Sometime, some company also will combine the letters and image in their print ads to attract customer. This can help the customer to receive and understand the message or idea the company want to deliver and prevent misunderstanding. Some advertisers set their ads off from others by showing their products in color against a black and white background to get customers’ attention. 2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using technique. Viral marketing is one of the marketing strategy that focuses on spreading information and opinions about a product or service person to person, especially by using unconventional means such as the internet. This strategy is popular and it relates to word-of-mouth communication. It relates to word-of-mouth communication because consumer those who use the product successful will post it in internet and shared with their friends. Most of user will create their blog for a product that their favor more. This blog can help the marketer to viral the advantages of their product and in a same time increase their customer and sales. As we know, consumer nowadays is more intelligent in decision making, before buy a product they will a find some information about the product from internet, friends, relatives, or co-workers. This situation is a type of word-of-mouth communication because consumer will be mo influence to buy a product by words or information from the pass user, internet, family, or friends. Starbucks is one of the most successful and admired companies today. Starbucks is one of the example of successful company that using viral marketing strategy for their product. It has grown from a single coffee shop in Seattle 33 years ago to a $4.1 billion international company. Today, the Starbucks experience has grown to include social media. However, this company still encountered problems when using this strategy. One of the challenge that Starbucks faced is how to make all their customer satisfy with their product and services by using viral marketing. 3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. Early adopters is a person who embraces the new technology before most other people do or know about the technology. Early adopters tend to buy or try out new hardware items and programs, and new versions of existing programs, sooner than most of their peers. New or early adopter like to explore new options in technology and prone to taking risk. Some of early adopters embrace new technology because of disinterest or financial constraints. The role of new adopter in the introduction of a new high technology product is to tell everyone or influence the others to use that product. As an early adopter, they are the one who will give the information about the new technology. The comment or information that they give to the others can influence the successful of a product and technology. As we know, there is a lot of new technology nowadays. And one of it is Samsung Galaxy 6s edge. This ads is targeting the new adopters for this product. They create a blog for the new adopter to help them find the information about this product. This is the example of the ads: 4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication. The central route to persuasion involves being persuaded by the arguments or the content of the message. For example, you may buy McDonald because you love the slogan which is “I’m Loving it”. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. For example, you may make a decision to buy a product because of the artist such as Aaron Aziz in the Maggie commercial ads. In the central route to persuasion, the receiver is viewed as a very active, involved participant in the communication process whose ability and motivation to attend, comprehend, and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. The ad’s ability to persuade the receiver depends primarily on the receiver’s evaluation of the quality of the arguments presented. Under the peripheral route of persuasion, the receiver is viewed as lacking the motivation or ability to process information and is not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in the message, the receiver relies on peripheral cues that may be incidental to the main arguments. The receiver’s reaction to the message depends on how he or she evaluates these peripheral cues.

Encoding is the process of converting data into a format required for a number of information processing needs. The data or message should easy to understand to make sure that the message will receive with the right information. Encoding are difference for radio, television and print ads. It is because, sometimes an information of the advertising should have the power of words to attract people towards their product or service. Encoding for radio should have the power of words and great sound to show the product are goods. For example, an advertising for drink Coca-Cola. When someone drink it they feel the Coca-Cola relief their throat and the sound is like “Aaahh”. So,people will feel the same thing especially for the blind people and they will try to drink it especially in hot weather with cool Coca-Cola. By using television is difference, because the advertising via vision are mostly to attract people who always watching television especially the children. So, the advertiser should to know how to attract children towards their product. For example, an advertising for biscuit with brand “Tiger”. The words is show that who eat the biscuit, they will be stronger and can run faster like tiger. So, the children will be interested with the ads because they want to grow health, strong and to be a winner in run competition.

The important things for print ads are the power of words. It is because people cannot hear the sound from the advertiser and they do not know how to feel and touch the product or services. So,the message from the words are important to make sure the information of the product will receive to the right people and they will understand correctly.

 2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect. It relates to word-of-mouth when the customer who feel satisfied with certain product or service, they will tell to another customer to try it. So, the company can cut their cost for do an advertising. For example, the company that produce smartphone. They just do an advertising for just a minutes that show the model, the special applications and the benefits of the smartphone that do not have in other smartphone. The customer who always follow the technology will know it and they suggest the product to their family and friends. So, even though the advertising are not always show in television the product still have their own customer. The problem is, not all people will trust it before they feel itself.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early adopters are an important part of the consumer base. It is early customers of new companies, cutting-edge products and advanced technologies. This consumer group adopts innovation early on. They are usually less concerned with price and risk and more concerned with the opportunity to try new things. This means that they are more willing to accept underdeveloped or pricey products in exchange for early access to what may be a more advanced product. Early adopters purchase quickly and advertise new products and technology via word of mouth. It is known for providing candid feedback and suggestions for improvement.

The central route to persuasion involves being persuaded by the arguments or the content of the message.  For example, after hearing the information of the product we decide to purchase it. The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content.  For example, after reading the information of the product,we decide to purchase it not even the information but because we know early about the product.. The peripheral route can involve using superficial cues such as the attractiveness of the speaker.

QUESTION 1

What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

  Encoding is involves putting thoughts, ideas, or information into symbolic form. The senders’ goal is to encode the message in such way the\at it will be understood by the receiver. The message needs to be bundled in the right format for the sender to send the appropriate message to the receiver. This is known as encoding. In marketing communications, this is where advertising agencies play an important role. Depending on the choice of the sender, the creative ad agencies encode the message in the proper format. The format depends on the type of media vehicle being used to deliver the communication message. Thus, you will find that a radio message, a TV message or a print message are encoded differently as all of them have their own pros and cons. Whatever media vehicle or message format you may use, the focus message needs to be the same. The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumer hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images.

QUESTION 2

Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technology.

  Viral marketing is refers to the act of propagating marketing-relevant messages through the help and cooperation of individual consumers. To generate viral buzz about their brands, which is advantage of the emergence and growth of online communities and social media such as Facebook, Google+, Twiter, Pinterest, Instagram and YouTube.

Word-of-mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful sources of information. The use of WOM to influence people and encouraging them to recommend the brand to others. For example, alcoholic beverage marketers have long understood the value of getting bartenders and serves to hype their brands while pharmaceutical companies have always worked to encourage influential physicians to talk up their products to their peers.

The top 10 viral ad campaigns and commercials in 2012 included Red Bull “Stratos” video, which captured the record-breaking free fall of Felix Baumgartner from the stratosphere which is watched and viewed by 171 millions of people.

QUESTION 3

Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

  A study conducted for the Association of advertising Agencies International found that profesional who work in advertising agencies are much younger than the general population. Nearly 40 percent of agency personnel staff is between the age of 30 to 39 while only 20 percent of the U.S. adult population is in their 30’s. The youth bias is particularly evident in the creative departments as many of those who work in this area are under the age of 40. The digital and interactive department are dominated by younger people. This is because digital media is creating a new type of ageism in the marketing communications industry as many companies as well as agencies, prefer to hire younger workers whom they view as more digital savvy than older people.

  For new high-tech product, they consider many of the online tutorials that are available to educate themselves and stay current in various aspects of digital and social media. For example, Google offers online courses and training modules where one can learn how to use Google advertising and web marketing tools. It is also offers Google certification tests for Google Analytics, AdWords, and other online tools. Facebook also provides in-depth explanations for how to use its advertising and analytics platforms, and entire sections on its website are dedicated to helping business develop a Facebook campaign. Twitter also offers a best practices guide for those interested in using the popular social media tools.

  Digitals and social media helps to increase customer engagement through digital media and have taken steps to accelerate social media learning in their companies. The goals of program is to educate the executives about the digital world so that they could then incorporate social media into the company’s overall strategy. Besides, they could learn more about the opportunities and limitations of social media.

QUESTION 4

Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or from other form of marketing communication.

  The central route to persuasion defined as receiver that viewed as a very active, involve participant in the communication process whose ability and motivation to attend, comprehend and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. Whereas, peripheral route to persuasion is receiver that viewed as lacking the motivation or ability to process information is not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in the message, the receiver relies on peripheral cues that may be incidental to the main arguments. The receiver reaction to the message depends on how he or she evaluate these peripheral cues.

  The factors that might be determine when each might be used by consumer in response to an advertisement or from other form of marketing communication is favorable attitudes may be formed if the endorser in the ad is viewed as an expert or is attractive and likeable or if the consumer likes certain executional aspects of the ad such as the way it is made, the music, or the imagery. Then, it also lead to rejection of message. For example, ads that advocate extreme positions, use endorsers who are not well liked or have credibility problems, or are not executed well that may be rejected without any consideration of their information or message arguments.

What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is involves putting thoughts, ideas, or information into symbolic form. The senders’ goal is to encode the message in such way the\at it will be understood by the receiver. The message needs to be bundled in the right format for the sender to send the appropriate message to the receiver. This is known as encoding. In marketing communications, this is where advertising agencies play an important role. Depending on the choice of the sender, the creative ad agencies encode the message in the proper format. The format depends on the type of media vehicle being used to deliver the communication message. Thus, you will find that a radio message, a TV message or a print message are encoded differently as all of them have their own pros and cons. Whatever media vehicler message format you may use, the focus message needs to be the same. The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumer hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images.

QUESTION 2

Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technology.

Viral marketing is refers to the act of propagating marketing-relevant messages through the help and cooperation of individual consumers. To generate viral buzz about their brands, which is advantage of the emergence and growth of online communities and social media such as Facebook, Google+, Twiter, Pinterest, Instagram and YouTube.

Word-of-mouth (WOM) influence that involves informal communication among consumers about products and services and is a very powerful sources of information. The use of WOM to influence people and encouraging them to recommend the brand to others. For example, alcoholic beverage marketers have long understood the value of getting bartenders and serves to hype their brands while pharmaceutical companies have always worked to encourage influential physicians to talk up their products to their peers.

The top 10 viral ad campaigns and commercials in 2012 included Red Bull “Stratos” video, which captured the record-breaking free fall of Felix Baumgartner from the stratosphere which is watched and viewed by 171 millions of people.

QUESTION 3

Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

A study conducted for the Association of advertising Agencies International found that profesional who work in advertising agencies are much younger than the general population. Nearly 40 percent of agency personnel staff is between the age of 30 to 39 while only 20 percent of the U.S. adult population is in their 30’s. The youth bias is particularly evident in the creative departments as many of those who work in this area are under the age of 40. The digital and interactive department are dominated by younger people. This is because digital media is creating a new type of ageism in the marketing communications industry as many companies as well as agencies, prefer to hire younger workers whom they view as more digital savvy than older people.

For new high-tech product, they consider many of the online tutorials that are available to educate themselves and stay current in various aspects of digital and social media. For example, Google offers online courses and training modules where one can learn how to use Google advertising and web marketing tools. It is also offers Google certification tests for Google Analytics, AdWords, and other online tools. Facebook also provides in-depth explanations for how to use its advertising and analytics platforms, and entire sections on its website are dedicated to helping business develop a Facebook campaign. Twitter also offers a best practices guide for those interested in using the popular social media tools.

Digitals and social media helps to increase customer engagement through digital media and have taken steps to accelerate social media learning in their companies. The goals of program is to educate the executives about the digital world so that they could then incorporate social media into the company’s overall strategy. Besides, they could learn more about the opportunities and limitations of social media.

QUESTION 4

Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or from other form of marketing communication.

The central route to persuasion defined as receiver that viewed as a very active, involve participant in the communication process whose ability and motivation to attend, comprehend and evaluate messages are high. When central processing of an advertising message occurs, the consumer pays close attention to message content and scrutinizes the message arguments. Whereas, peripheral route to persuasion is receiver that viewed as lacking the motivation or ability to process information is not likely to engage in detailed cognitive processing. Rather than evaluating the information presented in the message, the receiver relies on peripheral cues that may be incidental to the main arguments. The receiver reaction to the message depends on how he or she evaluate these peripheral cues.

The factors that might be determine when each might be used by consumer in response to an advertisement or from other form of marketing communication is favorable attitudes may be formed if the endorser in the ad is viewed as an expert or is attractive and likeable or if the consumer likes certain executional aspects of the ad such as the way it is made, the music, or the imagery. Then, it also lead to rejection of message. For example, ads that advocate extreme positions, use endorsers who are not well liked or have credibility problems, or are not executed well that may be rejected without any consideration of their information or message arguments.

Chapter 4

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is a second step in communication process which takes a creative idea and transforms it into attention-getting advertisement designed for various media. Messages travel to audience through various transmission methods. Radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. Television advertisement is more expensive and can generate a bigger audience, but radio can cut some commercial cost.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing through self-replicating viral processes, analogous to the spread of viruses or computer viruses. It can be delivered by word of mouth also called word of mouth advertising or enhanced by network effects of the internet and mobile networks. For example, company that used viral marketing are Volkswagen and Honda.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early adopters are an important part of the consumer base. The characteristics of an early adopters are smart, engaged, and always on the lookout for something new. Their role in the introduction of new high technology product is composing nearly 15% of the buying population. Secondly, they are the connectors, which is someone who has a rich network of people and tends to stay in touch with them. Thirdly, they provide word-of-mouth with them. For example, Apple user.  

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route involves being persuaded by the arguments or the content of the message. While, peripheral route involves being persuaded in a manner that is not based on the arguments or the message content. For example, consumers might use central route after hearing a political debate and decide whom to vote because the candidates, views and arguments very convincing. For peripheral route, after reading a political debate, you may decide whom to vote because you like the sound of the person’s voice.

Evlin Binti Salimat

BB13110109

Chapter 4

1.What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Advertising is a part of every business' budget. According to Drew McLellen of Drew's Marketing Minute, a small business typically spends 7 to 8 percent of its gross sales on its advertising and marketing budget. Deciding how to spend that budget, however, leaves many business owners scratching their heads. Even with the increase in social media and Internet advertising, radio and television advertising are still popular choices for many businesses. Choosing between the two will depend on a business' budget, target market and the method in which the business wants to present its products and services. Radio advertising comes in several forms. A simple radio advertisement might be read by the disc jockey or a whole commercial might be taped and played throughout the day. According to the Television Advertising Bureau, 60.6 percent of people 18 and older listen to the radio daily. Advertising rates vary greatly depending on geographic location and station size. For example, according to Graebler.com, a 30-second radio spot in Houston, Texas, costs $264, while a 30-second spot in Wheeling, West Virginia, is $25. For many businesses, television commercials are the pinnacle of advertising. The Television Advertising Bureau reports that 89.5 percent of people 18 and older watch television on a daily basis. Although a 30-second spot on national television is expensive, advertising on cable or local channels can make this medium more affordable. Graebler.com estimates that a television spot on a local channel costs $5 per 1,000 viewers Television commercials are more expensive than radio commercials and can generate a bigger audience, but radio can offer more spots for less money. If you are marketing a product that would benefit from a visual display, then television advertising is an ideal approach. If your product is information-based or does not necessarily need to be visualized, radio could effectively attract the customers you desire.

2.Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

viral marketing as any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the exposure and influence of the message. In Viral Marketing Online it is explained that viral marketing is any advertising that propagates itself in the same way as viruses. The only difference is that viral marketing uses digital media. Therefore, the concept refers to a message that spreads to other people because the first recipient liked it and chose to send the message on to others, using what some people prefer to call 'word-of-mouse' communication. This is the equivalent of word-of-mouth communication in off-line marketing. Less familiar ways of referring to viral marketing include referral marketing, organic marketing or even network marketing. viral marketing is in a way just another buzzword for word-of-mouth marketing. The only major difference is the medium being used and the potential explosion in growth it promises. However, owing to the nature and opportunities provided by digital media such as the Internet and mobile phones, as well as the multiplier effect, it is worthwhile to explore viral marketing. In the rest of this article a few aspects with regard to viral marketing that marketers must take note of are highlighted. For examples of companies that use viral marketing in their online video marketing campaigns would be Audi, Nike, Coca Cola and most recently Old Spice.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters play a very important role in the diffusion process for a new product. Innovators account for the first two to three percent of those who try a new product while early adopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that they are usually become aware of new products before other consumers and are very knowledgeable about them. They also have a higher propensity for ownership of technology products and own a variety of cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy users of social media and use blogs to share their knowledge and opinions about new technology with others. They are also well-respected by other potential adopters who look to them for information and advice. Thus, it is important for marketers to identify early adopters and make them aware of their new products as many consumers will pay close attention to what they say and do. However, while early adopters have traditionally consisted of younger and highly educated consumers, many older baby boomer consumers (over the age of 50) have also become early adopters of consumer electronic products such as digital cameras, mobile phones, and even video game systems. Students should be encouraged to find an example of a new consumer electronics product that is targeting early adopters and to analyze the type of advertising being used for it. A very good source of information for new consumer electronics products is a publication such as Wired or one of the magazines such as PC World, or Macworld . However, ads for new consumer electronic products targeting those working in business can also be found in publications such as BusinessWeek, Forbes , or Fortune as well as in The Wall Street Journal . Students might also visit websites that have blogs discussing high tech products such as TechCrunch.com or cnet.com

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Under the central route to persuasion the message recipient is viewed as a very active and involved participant in the communications process whose ability and motivation to process a message are very high. The recipient will pay close attention to message content and will carefully scrutinize the communication for the cogency or quality of the message claims. Under the peripheral route to persuasion the message recipient is viewed as lacking the motivation or ability to process the message and is not likely to engage in any detailed level of cognitive processing. Rather than thinking about or evaluating the information content of the message, the receiver will rely on "peripheral cues" such as an attractive source or other executional factors.  Factors that would determine when each might be used by consumer in response to an advertisement include the involvement level of the consumer which will be a function of the nature of the product being purchased, the importance of the product/service being purchased to the individual, the needs of the individual, and the motivation and ability of the consumer to process the message.

MOHD SHAH REIZAL BIN AMBRAN (BB13161011)

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication.Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

ANSWER.

1.  Encoding is the process of putting a sequence of characters (letters, numbers, punctuation, and certain symbols) into a specialized format for efficient transmission or storage. The Encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer. However, some  advertiser use a process Called image transfer whereby the images from a television commercial are planted in a radio spot by using similar. The idea is that when consumers hear the radio message, they will Make the connection to the television commercial thus reinforcing the video images.

2.  Viral marketing is the strategy that encourages individuals to pass on a marketing message to others, thus to expose and influence the consumer about the message. The content may support the company's brand, or simply generate the coveted buzz or excitement among customers.

3.  Early adopters are typically described as curious, adventurous consumer who buy first, talk fast and spread the word to others about the pros and cons of what they have purchased. Their characteristics are opinion leaders. This only true if someone follow early adopters who feel compelled to talk about a new product. Most of the new high-tech companies will focus on the early digital adopters because they can influence the purchase decision of others who look to them for advice.

4.  The central route to persuasion meant the receiver is viewed as very active, involved participant in the communication process whose ability and motivation to attend, comprehend and evaluate the message is high. The peripheral route meant the receiver is viewed lacking the motivation or ability to the process of information and is not likely to engage in detailed cognitive process. Elaboration likelihood model is one of the factors that might determine consumers decisions to an advertisement and other form of marketing advertisement.

1. What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding information format or converted from one form to another form of the process is also known as a computer programming language code short code. The method of using a predetermined text, numbers, or other digital objects compiled, or convert information, the data into a predetermined electrical pulse signal. Encoding is widely used in computer, TV, remote control and communications. Encoding information format or converted from one form to another form of the process.The encoding of a television commercial involves the use of visual images, sound, motion, color, and words, which provide advertisers with the opportunity to develop very creative messages. The encoding of a radio commercial is limited to the use of sound, which usually comes in the form of words read by an announcer and/or music. However, some astute advertisers may use a process called image transfer whereby the images from a TV commercial are planted in a radio spot by using similar, or even the same, audio portion. The idea is that when consumer hear the radio message, they will make the connection to the TV commercial thus reinforcing the video images.

 2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.
 
Viral marketing is a common Internet marketing methods commonly used in website promotion, brand promotion, viral marketing makes use of the principle of user reputation spread on the Internet, this "word of mouth" is more convenient, you can like Like the rapid spread of the virus, viral marketing therefore become an efficient information dissemination, and, because this is a spontaneous spread among users, it almost does not need a network marketing costs.Gmail is Google launched the world's first 1G (now reached 2.5G) free e-mail, launch the Internet community had caused an earthquake. But the test of Gmail application does not accept the public, but the external test invitation issued by the first successful Google employees and other registered users. That is, each user has a number of Gmail granted permissions to invite a number of friends in the form of distributed, after lucky to join their qualifications will also have several invitation, issued to more friends. Just think about how many people around the world every day to receive a Gmail invitation, how many people will be paid out as in his invitation as a gift, do not need their own time and effort to promote business like a virus, like stretch open to the user are automatically propagated, each participant in helping their own propaganda. This is viral marketing communication principles Gmail terrible.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.
 
Early digital adopters play a very important role in the diffusion process for a new product.  Innovators account for the first two to three percent of those who try a new product while early  adopters represent the next 13 to 15 percent. Key characteristics of early digital adopters are that they  are usually become aware of new products before other consumers and are very knowledgeable about  them. They also have a higher propensity for ownership of technology products and own a variety of  cross-platform devices such as gaming consoles, computers, and smartphones. They also are heavy  users of social media and use blogs to share their knowledge and opinions about new technology with  others. They are also well-respected by other potential adopters who look to them for information and  advice.  Thus, it is important for marketers to identify early adopters and make them aware of their  new products as many consumers will pay close attention to what they say and do.  However, while  early adopters have traditionally consisted of younger and highly educated consumers, many older  baby boomer consumers (over the age of 50) have also become early adopters of consumer electronic  products such as digital cameras, mobile phones, and even video game systems.  Students should be  encouraged to find an example of a new consumer electronics product that is targeting early adopters  and to analyze the type of advertising being used for it.  A very good source of information for new  consumer electronics products is a publication such as  Wired  or one of the magazines such as  PC  World,  or  Macworld  . However, ads for new consumer electronic products targeting those working in  business can also be found in publications such as  BusinessWeek, Forbes  , or  Fortune  as well as in  The  Wall Street Journal  . Students might also visit websites that have blogs discussing high tech  products such as TechCrunch.com  or cnet.com. 

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Petty and Cacioppo argue that a communication can have a persuasive impact through one of two routes.  Under the "central" route, post-communication attitudes are based on a careful and thoughtful consideration of the persuasive arguments contained in the message.  Accordingly, post-communication attitudes should become more favorable as the message arguments increase in quality.

 Alternatively, a "peripheral" route to persuasion may occur.  This peripheral route does not involve diligent consideration of the message arguments.  Rather, post-communication attitudes are simply based on peripheral cues that are associated with the message.  These cues may take a number of forms such as the quantity (rather than quality) of message arguments, the source's attractiveness or credibility, and/or the type of music which accompanies the communication.

 What determines which route to persuasion is likely to occur in a particular situation?  According to Petty and Cacioppo's elaboration likelihood model, the person's level of involvement during message processing is considered a critical factor.  Specifically, as the message becomes more personally relevant to current and future attitudes and behavior (ie, as involvement increases), people are increasingly motivated to expend the cognitive effort required to process the message arguments.  Thus, when involvement is high, people follow the central route by basing their post-communication attitude primarily on their reactions to the message arguments.  When involvement is low, however, people have less motivation tn process the message arguments.- Instead, they follow the peripheral route and rely more heavily on other message elements in forming their attitude.

 In one study, Petty et al.  (1983) examined the impact of central and peripheral cues within a print advertisement for a fictitious disposable razor.  The research design involved manipulating subjects' involvement (high involvement subjects anticipated making a choice among several razor brands while low involvement subjects did not), argument quality (strong versus weak message claims about the product), and the message endorsers (celebrities versus average citizens).  Highly motivated subjects were expected to expend the cognitive effort necessary to evaluate the message claims, while subjects uninvolved during message processing were not expected to devote much attention to the claims.  Instead, their focus should be on the message endorser.  Presumably, the focus of processing activity (source versus claims) should enhance the availability of certain stimuli at the expense of other stimuli.  Consequently, source (claim) information should have a greater impact on attitude under low (high) involvement because of its greater availability.  This expectation is consistent with the "availability-valence hypothesis" presented by Kisielius and Sternthal (1984, 1986) which predicts that subjects' attitudinal responses are based on the favorableness, or valence, of information available in memory when the judgment is rendered.

 The results revealed that the argument quality manipulation had a strong impact on product evaluation under high involvement conditions and a weaker, but still significant, effect under low involvement conditions.  In contrast, the endorser manipulation influenced product attitude only for those subjects less involved during message processing.  Consequently, they concluded that:

2. BG31903
Exercise Chapter 4

Answer all questions 1. What is meant by encoding? Discuss how encoding differs
for radio versus television commercials as well as for print ads.

the encodingas  communication process begins when the source selects words, symbols,
pictures, and the like, to represent the message that will be delivered to the
receivers. The encoding process involved the putting of the thoughts, ideas or
information into a symbolic form. The sender’s goal is to  encode
the message in such a way that  it will
be understood by the receivers, this means using words, signs , or symbols that
are familiar to the target audiences. Many symbols have universal meaning ,such
as the familiar circle with the line through it to denote no parking, no smoking
and so forth. Some company also have highly recognizable symbols, such as
McDonald’s, Nike or Coca-Cola trademark- that are known to consumers around the
world.

The encoding process for the radio as well as
for print ads will be a little different than the television commercials. The
radio is a kind of a channel just included the sounds and the audiences cannot
incleded the visual experiences. The sender will choose the words wisely for
their advertising. For the television commercials and print ads, it can give
the visual illustration to the audiences. The sender can use the sign,symbols,action,
gesture, facial expression, visual images, sound, motion, color, and words,
which provide advertisers with the opportunity to develop very creative
messages more frequently rather than the voices, The encoding of a radio
commercial is limited to the use of sound, which usually comes in the form of
words read by an announcer and/or music

QUESTION
2 Explain the concept of viral marketing and how it relates to
word-of-mouth communication. Find an example of a company that used viral
marketing successfully and one that encountered problems when using this
technology.

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to
marketing techniques that use pre-existing social networking services and other
technologies to produce increases in brand awareness or to achieve other
marketing objectives (such as product sales) through self-replicating viral
processes, analogous to the spread of viruses or computer viruses (cf. Internet
memes and memetics).

Viral marketing is the modern implication of the
word of mouth marketing. This is also known as the buzz marketing. People will
get to know about one product or brand and spread the word around to other
people. Viral marketing usually appears to be completely dependent on the image
of the product in the eyes of the respondents or the customers.There are some factors which can
affect the success of a viral marketing program, which are message
characteristics, sender or receiver characteristics, and social network
characteristics. Besides, that actually there is a significant concept in viral
marketing, which is seeding. Seeding involves identifying and selecting the
initial group of consumers who play an important role to start the diffusion of
a message. Word-of-mouth communication can be related with viral marketing as
well. It is important in recommending the others to purchase or to try a new brand
of product. Consumers nowadays ascribe a high credibility to the information
they hear from others. Since most of the word-of-mouth discussions take place
off-line, marketers should think other relevant strategies to promote the brand
instead of just rely on the social media. The effective use of viral marketing
should have a strong word-of-mouth component in it..

One of the
company which used viral marketing successfully is Dove. It’s
"Real Beauty Sketches" campaign is the new face of viral marketing
success. The uplifting promotional video generated record-breaking online
interest, yielding more than 114 million views the first month. This was thanks
in part to the Unilever brand's efforts to spread its message worldwide: Dove
uploaded the video in 25 languages to 33 of its official YouTube channels,
reaching consumers in more than 110 countries.

"Real
Beauty Sketches" aims to underline the stark contrast between how women
view themselves and what others see. According to data cited by Dove, 54
percent of women worldwide confess to being their own worst critic of how they
look. The video features Gil Zamora, an FBI-trained forensic artist who draws a
series of women from out of sight behind a curtain, completing the sketches
based on each woman's verbal description of her appearance. Zamora also created
drawings based on strangers' accounts of the same women. In most cases, the
sketches based on the strangers' perspectives corresponded to more accurate and
flattering depictions than those based on the women's own self-effacing
descriptions.

"Real Beauty
Sketches" struck a chord with consumers, generating close to 3.8 million
shares in its first month online and adding 15,000 new subscribers to Dove's
YouTube channel over the following two months. Its impact spread across
traditional media as well, resulting in an onslaught of print features,
broadcast news segments and online discussions, not to mention more than a
dozen parody videos. In June 2013 Dove and agency partner Ogilvy & Mather
Brasil took home the Cannes Lions International Festival of Creativity's
highest honor, the Titanium Grand Prix, solidifying "Real Beauty
Sketches" as the viral campaign against which others are judged.

QUESTION
3Discuss the characteristics of early digital adopters and the role they play
in the introduction of a new high technology product. Find an example of an ad
or blog for a new high-tech product that is targeting early adopters and analyze
its effort to do so.

The early adopters are an important part of the consumer
base. They are smart, engaged and always on the lookout for something new. This
lesson explores the traits of an early adopter and outlines plans for marketing
to this target group. Early adopters
are early customers of new companies, cutting-edge products and advanced
technologies. This consumer group adopts innovation early on. They are usually
less concerned with price and risk and more concerned with the opportunity to
try new things. This means that they are more willing to accept underdeveloped
or pricey products in exchange for early access to what may be a more advanced
product. Companies market to early adopters because they have influence over
other consumers. Early adopters purchase quickly and advertise new products and
technology via word of mouth. They can even be used as guinea pigs to test new
products. Early adopters are known for providing candid feedback and
suggestions for improvement. Digitals
and social media helps to increase customer engagement through digital media
and have taken steps to accelerate social media learning in their companies.
The goals of program is to educate the executives about the digital world so
that they could then incorporate social media into the company’s overall
strategy. Besides, they could learn more about the opportunities and
limitations of social media.

The example of an ad or blog,such
as Apple watch, a new high-tech product connect with iphone. It is a smartwatch
created by apple inc, it has fitness tracking and hearth-oriented capabilities,
as well as integration with Ios and existing apple product and services.

QUESTION
4

Explain
what is meant by a central versus peripheral route to persuasion and the
factors that might determine when each might be used by consumers in response
to an advertisement or from other form of marketing communication.

According
to the ELM, there are two basic routes to persuasion or attitude change

The central route to persuasion is
defined as receiver that viewed as a very active, involve participant in the
communication process whose ability and motivation to attend, comprehend and
evaluate messages are high. When central processing of an advertising message
occurs, the consumer pays close attention to message content and scrutinizes
the message arguments.

A high level of cognitive
response activity or processing occurs, and the ad’s ability to persude the
receiver depends primarily on the receiver’s evaluation of the quality of the
arguments presented. Predominantly favorable cognitive responses will lead to
positive attitude changes or persuasion

The peripheral route to
persuasion is receiver that viewed as lacking the motivation or ability to
process information is not likely to engage in detailed cognitive processing.
Rather than evaluating the information presented in the message, the receiver
relies on peripheral cues that may be incidental to the main arguments. The
receiver reaction to the message depends on how he or she evaluate these
peripheral cues..

The factors that might be
determine when each might be used by consumer in response to an advertisement
or from other form of marketing communication is favorable attitudes may be
formed if the endorser in the ad is viewed as an expert or is attractive and
likeable or if the consumer likes certain executional aspects of the ad such as
the way it is made, the music, or the imagery. Then, it also lead to rejection
of message. For example, ads that advocate extreme positions, use endorsers who
are not well liked or have credibility problems, or are not executed well that
may be rejected without any consideration of their information or message
arguments.

1.  What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads.

Encoding is the second part of the communication process. The communication process begins when the source selects words, symbols, or pictures to present the message that will be delivered to the receiver. Encoding involves putting thoughts, ideas, or information into a symbolic form.

The encoding of radio is only using the sound which it is in the form of words. The words will read by the announcer or through music and it is no real image involved.

However the encoding of television commercial involves the real images, sound, people, or color. Which that everything that human can see and heard. Therefore, the television commercial more expensive than radio commercial and it will more effective compared to radio commercial because consumers can see the real product.

Print ads are done in term of pictures or writing information which it will use the visual image and words. In other ways, the print ads is the most cheap compared to the other. The advertiser can use creative design to make their print ads useful and interactive.

2.  Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing represents the strategy that encourages individuals to pass on a marketing message to the others, creating the potential  for exponential growth in the message’s exposure and influence. While the word-of-mouth is a type of referral communication from person to person that tends to rely heavily upon the credibility of the source of that information to the product, service, or company being referred. Both strategies take advantage of rapid multiplication to explode the message to thousands, to millions.

One of the company that using viral marketing is Amway. Amway doing its business through person to person and it excludes using adverting in radio or television. Now a day, the Amway marketing plan is one of the topics that Harvard’s students need to study.

The example of viral marketing failure is the Starbuck’s free iced coffee for friends and family efforts. Starbuck’s free iced coffee for friends and family efforts fail because it work too well and not the campaign doesn’t have to fail to turn against its creators. The coffee chain sought to entice friends and family of employees to come into the store for free iced coffee, but when word got out about the offer and the response was bigger than expected, corporate headquarters nixed the promotion.

3.  Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so.

Early digital adopters are those people who embrace new technology before most other people which they are the early customers of the new products or company. Usually, they are the modern or young people because they would like to try the new things and more open mind in adapting new idea or concept. After they try the product, they will send back their feedback and response about the product. Then, they will pass the message to other people who still yet get the product information. The early digital adopters will updated their feedback and opinion into their blogger. The other people can ask for their opinion before decide to purchase that product.

For example, publication of Apple’s iPhone new product as an announcement to their early adopters for trying and testing their new product. While those early digital adopters play an important character in messages transfer. Apple spent a lot on the advertisement to encourage their early digital adopters to try it.

4.  Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

Route to persuasion divide into two types which central route to persuasion and peripheral route to persuasion.

Central route to persuasion more focuses on facts and content of message in order to persuade listeners. It was opposed to relying on peripheral factors such as the personality of the speaker and how the message delivered to listeners. Central route to persuasion will works best when the facts present are strong, then the topics relevant to listeners, and the audience is motivated to listen.

Peripheral route to persuasion happen when someone evaluates a message. This method persuasion is very effective in instances where the person receiving the message is not very interested in the topic or when they do not have the ability to comprehend the central message.

BB13170688 ZHOU QUAN

What is meant by encoding? Discuss how encoding differs for radio versus television.  commercials as well as for print ads. Coding information format or converted from one form to another form of the process is also known as a computer programming language code short code. The method of using a predetermined text, numbers, or other digital objects compiled, or convert information, the data into a predetermined electrical pulse signal. Coding is widely used in computer, TV, remote control and communications. Coding information format or converted from one form to another form of the process

2. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

Viral marketing (viral marketing, also known as viral marketing) is a common Internet marketing methods commonly used in website promotion, brand promotion, viral marketing makes use of the principle of user reputation spread on the Internet, This "word of mouth" is more convenient, you can quickly spread like a virus, so the viral marketing (viral marketing) has become an efficient information dissemination, and, because this is a spontaneous spread between users, almost do not need to cost a network marketing.

Beyond the Internet, viral marketing has been used to refer to "word of mouth (word-of-mouth)," "create hot spots (creating a buzz)," "integrated media (leveraging the media)," "network marketing (network marketing). "But on the Internet, for better or worse, he agreed to be called" viral marketing. "

Viral marketing is not really a way to spread the virus to carry out marketing, but through word of mouth publicity user network, information transmission and spread like a virus, using the fast way to transfer copy to thousands, millions of audience .

The classic example of viral marketing is Hotmail.com. Hotmail is the world's largest free e-mail service provider, in a year and a half years after creation, it attracted 12 million registered users, but also to more than 150,000 new users per day rate, it is inconceivable that within 12 months of site creation, Hotmail only spend very little marketing costs, is less than 3% of its direct competitors. Hotmail reason for explosive growth, is due to use of the "viral marketing," the great effectiveness. Viral marketing success stories also include Amazon, ICQ, eGroups and other international well-known Internet companies. Viral marketing can either be viewed as a kind of network marketing method, it may also be considered to be a network marketing ideas, namely by providing valuable information and services, the use of active dissemination among users to achieve network marketing information transfer purposes.

Exaggeration microblogging marketing itself in the foot

"sea fishing body” is a famous Catering business in China. Growing proliferation of "sea fishing body" spur of the moment to make an undercover reporter sea fishing candidates, trying to experience, to the public about a real sea fishing, causing "against the red door" event.

In fact, let the sea fishing a crisis of this article, there are two-thirds the length of saying nice things about sea fishing, throughout the reading, but would create thumbs impulse. However, the article on the microblogging spread, all the bright spot has been a "bone soup and drinks are against the" cover up.

3. Discuss the characteristics of early digital adopters and the role they play in the introduction of a new high technology product. Find an example of an ad or blog for a new high-tech product that is targeting early adopters and analyze its effort to do so. 

Early digital adopters are those people who embrace new technology before most other people which they are the early customers of the new products or company. Usually, they are the modern or young people because they would like to try the new things and more open mind in adapting new idea or concept. After they try the product, they will send back their feedback and response about the product. Then, they will pass the message to other people who still yet get the product information. The early digital adopters will updated their feedback and opinion into their blogger. The other people can ask for their opinion before decide to purchase that product.

For example, publication of Apple’s iPhone new product as an announcement to their early adopters for trying and testing their new product. While those early digital adopters play an important character in messages transfer. Apple spent a lot on the advertisement to encourage their early digital adopters to try it.

4. Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

The central route to persuasion consists of thoughtful consideration of the arguments which maybe is an ideas or content of the message. When a receiver is doing central processing, he or she is being an active participant in the process of persuasion. Central processing has two prerequisites there are it can only occur when the receiver has both the motivation and the ability to think about  the message  and its topic. Strategies  like direct mail  campaigns, infomercials online, radio,  and television,  advertising campaigns all fall into this broad category. There are several factors that affect the amount of direct advertising response companies can reasonably expect from any campaign, including how well the campaign is targeted to certain sectors of the consumer market, the content of the advertising itself, and the quality  of the products offered for sale.