Effects of Advertising and Marketing Communications on Social Behaviors - Term Paper Example

Running Head: ADVERTISING AND MARKETING COMMUNICATIONS Advertising and Marketing Communications [The Writer’s Name] [The Name of the Institution] Advertising and Marketing Communications Introduction This paper would discuss and evaluate the following opinion of Joseph E. Levine, 2006, (Hollywood Producer, quoted in the Daily Express). “You can fool all the people all of the time, if the advertising is right and the budget is big enough.” Apparently the statement seems to be true, yet it is quite suggestive and depicts many shades of various perspectives that would be covered in the subsequent pages in order to reach certain conclusion. Advertising has a strong influence over social behaviours, attitudes, and expectations of individuals involved in intimate relationships between men and women Companies spend millions of dollars on advertising every year. The companies are very aware of the effect of advertisement on the community. Companies would not spend millions of dollars on advertising if it had little or no effect on the public. We all know that advertising provides a general service of informing us about products. Many companies, it has been observed, abuse so much of the advertising just to promote their products fairly or unfairly, nowadays. To achieve this end, they do not give adequate consideration to the quality and the worth of the products. Consequently, while advertising can carry them the profit and support from selling their products, they have to deem some negative impacts of them on the society. Every ad aims to make the target audience construe it in the way intended. However, while every communication invites a certain interpretation, this invitation can be refused. It may be refused because the target audience does not have the necessary perspective to be receptive to it. If this perspective is missing, initial persuasion has to be directed at inducing the ‘right’ perspective. In other words, there is a need for ‘consciousness raises’, getting across a certain viewpoint, a certain definition of the situation, or showing an alternative window through which to view the problem. It is difficult to persuade people to stop smoking for health reasons unless they first accept the orthodox medical perspective of a link between smoking cigarettes, lung cancer, heart attacks and the more immediate effects on their looks. Once the perspective is adopted, persuasion can focus on activating change. Literature Review Emotional messages have an impact at every stage in life. Even young babies are influenced by emotional messages communicated through the TV screen. Emotion is a major factor in persuasive advertising that aims to change viewpoints and not simply to demonstrate the logical implications of data. In the grip of an emotion, a person not only feels differently, but also tends to think differently. Advertising that resonates emotionally stands more chance of inducing a change in beliefs and values/motives/wants/desires than one based on logic alone. Consumers are put off a brand if members of the target audience loathe the celebrity chosen to promote it or find themselves antagonistic to the ideology of its advertisement. This may have happened with the ad for jeans that featured a youth failing to pay his taxi fare and running away. All the target audience does not universally admire displays of social types and lifestyles: advertisements repel as well as attract different audiences. Communication is the foundation of all human relationships (Duncan, 2002, 78-82) and concerns exchange of information, ideas, or feelings. Thus, developing communications strategy requires extensive learning and coordination throughout a communications network (Gould et al., 1999, 7-20). Marketing communication is the collective term for all communication functions used in marketing a product. The purpose of marketing communications is to add persuasive value to a product for customers. Sutherland, (1993:3) defined marketing communications as 'the process by which the marketer develops and presents an appropriate set of communications promoters to a defined target audience with the intention of eliciting a desired set of responses'. Traditionally, the distinct tools of the marketing communications mix are advertising, public relations (PR), sales promotion, direct marketing, personal selling, and over recent years, cyber or internet marketing, and sponsorship. Each component has a specific task to achieve and the message is greatly enhanced if it is reinforced by other tools in the mix (Sutherland, 1993, 110-17). The elements of the promotional mix vary in their effectiveness as outlined by Fill (1995, 67-70) who discussed the ability of each element to communicate, the likely overall costs, and the control maintained. Each element thus has a different capacity to communicate and to achieve different objectives. Although marketing communications has been used for several years as an umbrella term, integration of these functional areas is what initially made IMC a new approach to reaching consumers and other stakeholders (Kitchen, 2004, 20). It may be necessary to settle for IMC at a lesser level for the time being. As recounted in Marketing Mind Prints (Kitchen, 2004, 20), there is clear evidence that despite all the training and dissemination of the marketing concept - for over four decades now - most UK firms are simply poor in terms of marketing. So, if marketing itself is not widely disseminated or fully applied, then for its lesser offspring - IMC - it is unlikely that this will be fully understood either. (Kitchen: 2004. 20.) Advertising is an institutional model of communication that is deeply rooted in daily interests and has continued to contribute to the reproduction of the social conditions and values of a mode of living and a social system. Advertising is an integral part of 'free-market' economies that enables consumers and buyers to locate and compare brands and to understand distinctions and innovations among proliferating product offerings. Thus, advertising has a vital role in helping to inform purchase decisions. Today, advertising has a social role in connecting persons with products and images of well-being, reaching into our personal concerns about personal identity, interpersonal relationships, happiness, affluence, stereotypes, sex roles, cultural traditions, persuasion, personal autonomy, the role of business in society, and so on. (Tapp, 2000, 31-40) Advertising is not simply a conveyor of information and persuasive messages; it is a massive and pervasive industry, afforded great prominence in our lives that provides social communication. Today, much of our communication of attitudes, expectations, and sense of identity, is about and through objects (consumer products). In 1999, according to the Advertising Association, advertising spend in the UK topped £15.3 billion - that's £250 for every person living in the UK, and almost 2 per cent of our GDP. This was an increase of 6.4 per cent on the previous year and the eighth consecutive annual increase. Newspaper advertising accounted for 51.1 per cent of the total. The perception of many marketing managers is that it is increasingly difficult to reach customers by means of traditional advertising, because of rising costs, legal constraints, and increasing media clutter. Brand confusion and irritation levels as a result of advertising are high and rising (De Pelsmacker, 2004, 129-33). Sales promotion is often perceived as a tool that is capable of reaching the customer more directly and effectively. Advertising is no longer capable of explaining the difference between brands and to effectively position them. On the contrary, sales promotion offers the consumer a simple reason to buy a product, and makes the buying decision less complex. It reduces the stress that many consumers experience and makes the shopping expedition less time-consuming. Furthermore, consumers become increasingly less brand loyal and more price-conscious, and a lot of buying decisions are taken on the shop floor(Clow, 2002, 219-25). Therefore, they can be more easily convinced to switch brands on the basis of an in-store incentive that offers them extra value immediately. Sales promotion is exactly doing that. Finally, distribution channels such as supermarkets are becoming increasingly powerful. The proliferation of brands, all struggling for exposure, put manufacturers into a position that they increasingly have to encourage retailers to make shelf space available. The retailers, in turn, are faced with a choice of more and more brands, and increasingly demand incentives from manufacturers to allow their brands adequate shelf space and support. This leads to an increasing trade promotion activity (Smith, 2002, 160-63). Furthermore, manufacturers are also urged to promote their products to the end-consumer to generate as much store traffic as possible, leading to more end-consumer promotion. Discussion and Analysis Advertising is the art of making commodities communicate with us. Arguably, much product advertising entices us to 'come and get me', but ignores the other part of the bargain, the obligation to pay. The market, and its commercial advertising, is not primarily a 'want-satisfying' mechanism: it is a 'want-creating' mechanism. Blythe (2000, 54-59) has distinguished advertising that is wanted by consumers because it is useful to them (sought advertising) from advertisers' efforts to attract attention (unsought advertising). He suggests that classified advertising helps people to find the products they want, whereas display advertisements distract in order to attract. The advent of the Internet is shaking the foundations of the advertising-media industry. The converging telecommunication and computer technologies can definitively tie the information that consumers apprehend to the purchases they make. The rapid growth in Internet use has stimulated competitive advertising by providing a new place, particularly for targeting young people. Also, new IT related businesses are buying advertising to build their presence and customer bases. New technology is changing commercial television as an advertising medium. Cable TV, video-on-demand, and personal video recorders (PVR) are set to become commonplace. The last allows viewers to skip past advertising to their favourite programmes. Personalized virtual television programming will shift viewing from timed schedules to a content-driven basis. This will have a dramatic effect on channels that are funded by advertising (Doward, 2000), leading to linear mass-market advertising schedules. Perhaps soon we will watch only those advertisements that are relevant to our lifestyles. In the development of advertising, as a marketing tool and as an industry in its own right, Leiss et al. (1986, 146-50) can discern four communicative formats. The original informational role (i.e. about the product and its utility) gave way to product image, brand name, and packaging that gave special qualities by means of symbolic relationships. Post-war, product image was personalized. In recent years, consumption style has come to the fore. Advertising has become representational. In UK society, advertising has become part of our everyday experience, and largely aspirational. In Germany, France, and Italy, however, this is not the case. In the UK and USA, advertisements teach consumers their preferences. This is not true elsewhere, where advertising has remained merely informational. We should not lose sight of two further facts. The process of creating value from intangible assets is termed knowledge management. Of course, knowledge is not the only intangible asset of a market mechanism. This is a formalized approach to the creation, acquisition, combination, deployment, and distribution of knowledge. Today, this 'building' work can be facilitated by intranet and extranet connections. In advertising practice, the ability to bring together apparently disconnected ideas is what is often referred to as creative input. Research data, problem definitions, and this associative ability combine to create communication solutions to the marketer's problems. Ambitious advertisers can also attempt brand conversion - converting loyal users of other brands into loyal users of the brand advertised. Thus, mostly advertising works to contribute to something being added to (or not dropped from) a consumer's repertoire, or causing purchase to be more frequent (or preventing less frequent purchase). A consumer's brand repertoire consists of several brands in a particular category, purchased with varying frequency. In recent years, supermarket checkout barcode data has shown that few of us stick to just one brand of coffee, beer, or breakfast cereal - continual temptation by competing promotion turns us into promiscuous shoppers. Few marketers today still believe that buyers and consumers are merely passive receivers of messages. Social psychology has shown us that communication is a far more dynamic and essentially interactive process than the old idea would suggest. We have to accept that people take away from advertising (and other forms of communicating activity) largely what they choose to, and also bring existing preconceptions with them. Pre-existing images of brands influence the perception of product offer presentations. (Waller, 2000, 200-204) Today, conventional step-by-step, hierarchical and transmissive models that imply a rational consumer being moved, by the advertiser, through a sequence of steps to product purchase are being reviewed critically. The DAGMAR model, for example, provided a simple framework for defining advertising goals for measured advertising results. Research has shown that far from attitude change causing behaviour change, it is more likely that attitude change may be caused by behaviour change, at least in part. Further, there is evidence that advertising can affect behaviour directly without intermediately affecting attitudes. Advertising, Communication and Marketing Correlation When a product is present and salient (i.e. stands out), it is more likely to be purchased. In the longer term, advertising is part of the presentation of the product - a fundamental part of manufacturing the product. The Foote, Cone and Belding (FCB) grid relates type of product to an appropriate particular type of advertising strategy and sequential model of the advertising process. This shows that advertising has a different function for different types of products. Essentially, advertisements are representations of a product that bring people and products into meaningful relationship. The task of the viewer is to interpret advertisements in order to make sense of them, and this occurs within four basic communicative formats (Leiss et al., 1986 146-50). The four types have appeared in chronological order as the dominant type in use by advertisers, although all types may be in use in a market sector. Sought advertising content is that which is actively looked for during the information search phase of purchase activity. This requires design that includes all salient aspects for the purchase decision. Unsought advertising content may not be actively looked for but may nonetheless trigger recognition of a need or become part of the information search at a later stage. Advertising Objectives, Strategy, and Tactics The purpose of an advertisement is to build a particular impression of a brand and/or to produce sales - in a particular situation. Thus, it must be seen, read, or heard by those among whom influence is desired, and, as a result, these people should come to think that the claims made are, at least: important, exclusive, pleasant, believable, interesting, understandable. Advertising can remind us to keep buying, reassure us that the things we like are acceptable (socially), and direct us to a specific brand. Theorists are increasingly sceptical of the power of advertising to persuade or brainwash. Brands are now a trusted part of our lives, therefore emotional appeals tell us that the brand advertised will make us feel good (the pleasure principle). Advertisements can be entertaining, especially when not overly repeated, although costly repetition is widely used in the UK, but the impact on sales and profits has not been universally proved to be positive. (Sutherland, 2003, 110-17) Today, advertising is accepted as just one step away from propaganda. Advertising Objectives To say that we want to advertise in order to sell products is, on the one hand, obviously sensible. On the other hand, it is a gross simplification of what is a complex human activity. The long-term objective is to influence those people whose decisions and actions determine corporate performance. This is brought about by establishing a distinctive and memorable identity for the product. Perhaps the most familiar form is the banner advertisement that sits on the top 20 per cent of the web page. Clicking this can take the interested person to either the advertiser's website, or, more usefully, a micro site that expands on the banner. Banner advertisements can appear that relate to the search topic. The advertiser can buy a relevant search term at a particular search engine (e.g. GoTo.com). An Internet advertisement is much more than simply an additional visual space (i.e. replicating the printed page of the newspaper or magazine). Advertisers get direct data on how many people view their banner and how many click through to their homepage or micro-website pages. Advertising campaigns can be much more flexible and responsive. Advertisers can test several variants and modify their strategy using daily response data. This is known as 'hot-testing', which is impossible with print-runs that have lead times of several weeks or days. Advertising has traditionally been bought on an opportunity-to-see (OTS) basis. Internet advertisers typically charge on a 'pay-per-click-through' basis. (Jefkins, 2000, 288) This is real performance data for the advertisement since it gauges directly how many people respond, whereas print advertisements can never do this except if there are telephone and voucher responses. As an alternative to the rate card way of pricing advertising space, Internet advertising may be priced on the value of the product advertised and the degree of interactivity required. The traditional distinctions between marketing communication activities and other aspects of corporate communication are becoming blurred by the adoption of the Internet as a medium for communication. Publicity, public relations, direct marketing, direct-response advertising, internal marketing, and personal selling are being mixed together in ways previously unimagined and unsupported. (Smith, 2003, 11-15) An example of proactive Internet advertising is the ValueMad service that operates in the UK. Registered users receive e-mail messages that describe special offers on a wide range of products. Inducements to purchase are mostly exceptionally low prices with links to the supplier's own website. Users' clicking creates databases of e-mail addresses to which further targeted offers can be made. Interactive Marketer of the Year Advertising Age rated Proctor & Gamble (P&G) as the leading Internet advertiser in 1998. Criteria were leadership, online spending, innovation, and successful advertising campaigns. The world's largest advertiser has also been able to make good progress in addressing the major issues facing the emerging Internet advertising industry, as part of the Future of Advertising Stakeholders (FAST) summit: • consumer acceptance • standardized measurement • models of interactive advertising • ease of purchase of online media With some thirty-three brands involved in some form of Internet advertising, a marketing investment fund called 'Incent' was established for testing online advertisements to encourage more activity in this burgeoning field. They even have a 'digital brand manager'. By 2001, all interactive funding will be part of brand budgets. In 1998, P&G's interactive team created and ran 200 interactive advertisements. The Internet is also part of product launch, where TV advertising directs consumers to a website where they can request product samples in advance of stockists receiving shipments. One campaign achieved a click-through rate of 20 per cent. (Jack, 2000, 93-98) They are now reviewing whether the advertising impression is the best measure for brand building. Google Inc. uses their own advanced keyword-matching search technology to help users to find the information they are looking for quickly and effectively. They deliver their services through their own public website and by licensing their web-wide search services, which they host, to commercial sites. Web directory service provider Yahoo!® is one recent high-profile new partner who selected Google® as their default search results provider. Google powers eighty portal and destination websites in more than twenty countries. Current other implementors of the service include Netscape, the Washington Post, RedHat, and Virgin Net. Google offers advertisers a high-traffic web location to attract customers. The total number of searches served by Google exceeded 17 million per day in 2000 - this is projected to grow to 30 million per day with a growth rate of 20 to 30 per cent per month. Advertising on the Google service is precisely targeted and designed graphically to enhance each user's overall search experience. Users can find the relevant information they need easily and speedily. Google thus delivers a matched goal-driven audience to advertisers who have something to say - the service is 'sticky' - once users are attracted they tend to stick with the service. (Arens, 2002, 134-38) Marketing Communication Strategy Marketing strategy is the plan that marketers use to guide their efforts to provide particular products to specified market segments through exchanges. Communication strategy is the plan developed and used by marketing communication managers to provide the necessary communication environment for such exchanges to become possible and to be consummated. It should be noted that these objectives and even the concept of communication are in most marketing practice defined outside the social system to which they are targeted. That is, both the definition of the problem (i.e. customer satisfaction) and the communication solution are defined by providers but not consumers and buyers. This is a significant point in considering the management of the social system of exchange we call marketing. The marketing communication campaign may have one or several objectives, such as to: • create awareness of the company and its products • inform and educate consumers and buyers • encourage a preference for the company's products over those of competing providers (a brand specifies the product and the provider) • encourage product trial among potential new customers • boost sales in the short term by stimulating action • reassure customers and reinforce their particular desirable buying behaviour • generate information from customers • create sales leads The campaign may be short term and tactical or long term and strategic. Communicating with customers has two primary purposes in managing marketing. 1 Deciding on the offer (promise): We are clear now that the marketing process strictly does not begin with promotion. Consumers and buyers may be asked directly about their needs, interests, wants, satisfactions and disappointments. Their buying behaviour may be monitored so as to lead to modifications to offerings. The voice of the customer is brought into the product development process, perhaps through a designated manager who is responsible for bringing market and marketing information to the R&D team. In such an integrated system, new product and enhancement and termination decisions will be made with core capabilities and limitations, and customer views, taken into consideration. 2 Making the promise: At this stage of the marketing process, the major objective is to influence those consumers and buyers with whom an exchange is desired. The hierarchy of effects model shows phases through which the thinking and behaviour of these people have to be shifted if sales are to be made. Marketers are then attempting to create an image and to support relationship building with customers and other stakeholders: initiators, users, decision-makers, influencers, buyers, and gatekeepers. It should be noted that universal acceptance of this model has dwindled in recent years, and more sophisticated models of advertising effects are now available. However, this model does give a sensible grounding to our understanding of what marketing communication managers may be trying to accomplish when planning the operation of their communication systems. (Lee, 2004, 229-33) Communication Strategy A marketing strategy is essentially a design for the use of the marketing mix for selected markets: customers, consumers, and buyers. A marketing communication strategy is that element of the marketing plan that provides the communication systems to enable and facilitate the planning, implementation, and control of the marketing system. A communication strategy is a design for enabling and facilitating appropriate forms of interaction, relationship, and so on. There is much more to human communication than promotional messages. Researchers distinguished seven overlapping and coexisting ascending levels of trust and shared appreciation. This is a taxonomy that can be applied to many marketing situations, when the practices of one party dominate the other person. We can, with some thought here, identify several levels at which the marketing system must be effectively communicative. For example, apart from outright violence and threat, an interaction between 'marketers' could aim to reach a bargain (exchange), inform, persuade, argue, or dialogue. (Belch , 2001, 81-84) Of course, both consumer/buyer and provider, each as marketer, will have a communication objective and strategy (even if only implicit). A householder receives a telephone call and answers some questions about various products. They buy some products later in the week. There is a dialogue. Each purchase is a message to the producer and supplier. The provider advertises, promotes, distributes, and displays. The consumer answers back by buying or not buying the various product options (prices, sizes, brands, etc.). The consumer or buyer can communicate with the producer by answering questions in a survey or by asking questions or making complaints. The provider then responds by creating new products and modifying the others.( Harms, 2007, web source) Push-And-Pull Communication Systems Not all marketing communication effort is directed at end-users and buyers. A large proportion of the budget will be allocated to communication activities with intermediaries, although the proportion will depend on the nature of the market served; increasingly, businesses are moving to direct electronic connections with customers. Pull-through communication builds awareness, attraction, and loyalty, and reduces search costs. Customers are influenced to seek out certain products, thus pulling them through the distribution channels. Messages are delivered to consumers and buyers to encourage them to request products from intermediaries. (Waller , 2005, 6-14) Push-through communication is directly with intermediaries and intended to encourage and support resellers to make certain products available to customers, and thus to make resales. Most marketers will combine these strategies for effective influence on customers and impact on market position. Customers simply do not see their interactions in this fashion. Such specializations are convenient for the managers who organize provider resources, but may fragment contact points with customers, thus causing frustration for customers and the value providers themselves. (Eagle, 2000, 667-686) Successful planning requires a plan for planning, and managers must communicate widely on why a planning system is necessary. They must also recruit top management support and participation, and train line managers in the use of the planning system. The system should be tested on a limited basis to demonstrate its effectiveness and to identify opportunities for enhancement, and ensure that sufficient, timely data are available. The resulting plan should be designed with both form and function in mind. Consumer Purchasing Attitude Attitude is what we feel about a concept (brand, category, person, ideology, and so on); i.e. an attitude is an evaluation. Important for marketers are attitudes about forms of action, such as buying, using, eating, etc. Thus an attitude is a learned tendency to respond to something in a consistently positive or negative manner. Attitudes can be inferred from behaviour, or measurement can be attempted using a scale (for example: 'How would you rate playing the Lottery on a scale from a waste of money (-3) to a good investment (+3)?'). When we are motivated to seek a satisfier for a need by processing information, we form attitudes when exposed to data about a concept (Marketing Week, 2006, p.15). Beyond a certain threshold of inconsistency, a mental readjustment is brought about to restore stability in the belief. Three mechanisms have been identified: New information is rejected so as to maintain the status quo of the cognitive element of the attitude The information is accepted as true but countered with the view that the person's own situation is exceptional The attitude is changed to accommodate the new information It has been observed that a change in one element of an attitude usually causes a change in the others. New data causing a change in cognition will change feelings about a product, usually leading to an alteration in intention towards the product. For example, a mailed leaflet informs me that a software product has been upgraded and reduced in price. This seems to be better value for money and will perform some functions that are useful to me. I decide that the product is appropriate and decide to write an order. The central route to attitude change involves appeals to rational, cognitive thinking by active, involved decision-makers. When considering a car purchase, for example, they would be willing to read informative brochures and to act upon their judgement of the arguments used to position the product as suitable for them. When the ability to process information and likelihood of engaging in cognitive processing are seen as low, the peripheral route is taken, offering cues that are essentially incidental to the content of the promotional message. In celebrity endorsement of a product, feelings towards the star become attached to the product - there is little reasoned evaluation. (Rust, 2002, 71-77) Conclusion Contacts are anything that affects file consumer's experiences. An advertisement can be a contact (if it affects experience). But any other way of touching the consumer is equally a contact. A contact could be part of the product itself. Contacts can come before and after as well as during product usage. The key is to define a specific set of contacts that affect experience in the desired way. These contact points in essence become the marketing plan. Note that the contacts by definition are things that marketing can control and represent specific activities. If a contact cannot be controlled or executed, another contact is found that can be. The emphasis is on marketing opportunities. Integrated marketing might just as well lead to an event as to opening a showcase store or running a set of advertisements. Contacts need to be managed in an integrated way over time and other dimensions of consumer behaviour to yield the consumer experience dictated by the brand concept. This process can thus be termed as a continuous feedback loop. Marketing is a core business process rather than staffs function. Strategy is inherent in marketing action. The term integrated also describes these aspects of the marketing effort. The integrated marketing paradigm calls for managing advertising and media as one of many possible types of contact points with consumers. Beyond this it implies that advertising, as with any contact, should affect consumer experiences so that the desired brand concept emerges from them. This means that ideally an advertisement should not merely tell consumers about the brand. It should, at least vicariously, let consumers experience the brand. This calls for advertisements that are more stories and less persuasive arguments. If time marketing goal is to affect consumer experiences, media carry powerful experiences that can be harnessed to inject a greater experiential quality into the advertising contact. The media context of an advertisement can make it more of an experiential contact that engages the consumer in a desired way. This is not just better media scheduling--it is better marketing. References Arens, F.W. (2002). Contemporary Advertising (8th ed.). 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