Visual Language Global Communication for The 21st Century - Assignment Example

Name Date Course Instructor Introduction Over the years, the manner in which marketers engage with existing and potential customers has significantly changed as a result of various demands that have hit the varying market places. This has led to the innovation of various approaches that are meant to bring the expectations of the marketer to life while efficiently and conveniently catering for the needs of the customer (Egan, 2007). The consumer want to have as much information as possible and this information must make sense to him besides promising and to some extent attempting to deliver the product as described in that message. This discussion thus focuses on various aspects of marketing communication in relation to their effects to both the marketer and the client. What is Cognitive Approach in Marketing Communication? The cognitive approach as seen through modern day market communication may be explained from looking at it as a process that tends to combine the physical, social and cultural aspects of a given environment and combines these phases with the emotional part of human being to conjure out a message that may be said to be of essence in marketing. In other words, cognition is looked at as an approach through which action is taken once a given challenge has been established (Gick & Lockhart, 1995).From this explanation, it can be deduced that emphasis has been given to the importance of taking the situation at hand into consideration and thoroughly interrogating before coming up with the best methodology through which communication is to be done. This brings about the importance of expecting feedback. It is noted that the process of getting feedback may sometimes be complex and it is thus at this point where the marketer must ensure that he is able to make the consumer understand the products he wishes to sell (Horn, 1998). It is argued that the cognitive process introduces new knowledge by engaging in elements that might not have been previously recognized (Hurley, 1998). This is achieved when the marketer puts out a message that the consumer analyses by looking at the pro and cons of the product in question and then gives feedback to the marketer hence giving new insights into the process. Cognition approach has also been looked at in relation to the processes of value creation, scaffolding, imagination and materialization processes all of which are useful in the development of a comprehensive communication process (Kristensen, 2006). To demonstrate this situation, we may take the case of Australian Broadcasting Corporation (ABC TV) which has continued to campaign for sits programs through the internet. Here, cognitive approach has been used in the sense that the organization has realized the diversity of its consumers and has thus sought to explore alternative ways of reaching them. In doing so, the organization has utilized the internet to help in reaching a larger number of consumers. The message has been enhanced by us of video clips that give highlights on the various programs that are aired and the further enhanced by the use of descriptive message that offers insight into what the program is all about. For instance, by highlighting the comedy show Laid, an accompanying message that indicates Roo’s decision to have sex with Marcus has been put across. The design of such a message is in recognition of the fact that in one way or the other it may appeal to a number of consumers who will be interested and may in the long run watch the program.. The creation of a feedback forum by allowing people to leave comments on the websites makes the cognition approach a complete communication process. Define Attention as described in consumer behavior theories. Attention can basically be looked at as a process through which consumers engage the various available platforms to try and gather some information on a given product (Kristensen, 2004).The theory of attention therefore engages the consumer in searching for relevant information while tasking the marketer with the challenging duty of providing the relevant information through the most appropriate, convenient and effective medium. Generally, the theory is highlighted as one that may consist of voluntary attention, selective attention and involuntary attention (Kitchen, 1999) Voluntary attention engages the consumers actively by ensuring that he conducts a thorough search of relevant and important information in regard to a given product. In this regard, the marketer will be expected to arouse some interest in the consumer and in return the consumer looks for all the information that would enlighten him on most or all aspects of the production the other hand, consumers only look for specific details or information for a product and this is the process that brings about selective attention. This can be looked at in the sense that the consumer will only look for information that he feels serves him in the best way. For instance, in the case of ABC TV, a consumer may seek to find out details of a specific program or programs as opposed to gathering information on all programs that are aired by the station. Thirdly, in involuntary attention, the consumer is exposed to something surprising, threatening, or unexpected that could be inform of sounds, color movement and so on. As he internalizes this information, he is absorbed into the message that the marketer wants to pass across. This description thus demonstrates that attention theory plays a crucial role in development of various aspects of the marketing communication. Consumer behavior theories tend to define or explain why consumers behave in a given manner under given circumstances (Egan, 2007). However, it will be important to get the customer’s engagement to enhance the communication process. The importance of doing this is to ensure that the consumer is aware of the existence of the product as this would help him develop some interest that may eventually lead him to the purchase of the product. Once this is achieved, a specified marketing objective will have been achieved and therefore the marketing communication process will have achieved its purpose. Capturing consumer attention is thus one of the foundation steps that one must undertake before declaring their intention to sell to the customer. The theory has been utilized by ABC TV as can be derived from a look at the company’s website. The prospective consumer is greeted by captivating images that are used to describe the various programs lined up for the audience. This arouses the consumer’s urge to find out what these programs may entail. At this point, the consumer will have evoked voluntary, if he was deliberately looking for this information from the website or involuntary attention if he got to the website by chance. He is likely then to engage in selective attention by looking into the highlights of specific programs that are aired by the TV station. Other consumers may get this message as the broadcaster airs other programs and in between provides highlights for the upcoming programs. Define social Media and explain how the brand uses social media to communicate to potential consumers. Social media may be defined as communication platform that use technological advances to share and pass information between individuals and organizations. Like traditional conventional modes of communication, the medium through which the message is passed in a social media set up may range from photograph to videos, text messages, blogs etc. The strength of social media has been drawn from its ability to pass the message ton ether a large number of people or even a smaller margin within the shortest time possible. Social media has no doubt revitalized the way business is done in many circles. As a tool of communication it has been able to raise and discuss topics in real time as opposed to industrial media where in some cases feedback may take a long time to be given or never get to be passed. Any organization that is looking to tap the market that more enhanced especially in technology must be keen on utilizing the social media to communicate to the existing customers as well as the potential customers.ABC has used social media in different ways where the message is passed to both the existing and the prospective market. On Facebook for instance the broadcaster uses its wall to air out opinion on various matters that are of importance both locally and internationally. On its Facebook wall, the broadcaster is indicated to have about 38,718 likes which indicates a large following from which the broadcaster may outsource for potential consumers. There is also an outline of various channels as such as ABC 1, ABC 2 and ABC 3 and ABC 4 for kids. This interaction where the outlet provides a platform through which some of its ideologies can be communicated while getting feedback from the consumer helps in creating a bond between the consumer and the marketer and thus creating a good relationship with the organization. Through other medium like You Tube, the broadcaster has been able to upload videos of some news making events and most importantly some highlights of its programs. This helps the consumer in forecasting what is expected in the coming programs. By making such predictions the broadcaster is constantly in touch with the audience and this becomes a strong way to ensure that the product that the marketer consistently reminds the consumer of the existence of the product (Clark, 2001). The message sent out on the various social media platforms available may be seen to help the organization in popularizing its programs. This is an important process in preparing the audience to consume the product. The message laid out on various media further helps the organization in knowing the number of people who might have generated interest in a given program. On Facebook for example there is an opportunity to indicate whether one likes a given program or not. There is a definite advantage of using the social media in that one communicates to a defined class of audience. This means that a marketer who uses the social media for communication quite clearly understands his target market (Egan, 2007). There is a bright side in dealing with this kind of a market in that you expect that in one way or the other you will still get some feedback since they understand what they may be demanding in a product. The social media can be basically said to b a platform that enables both marketers and consumers to exchange important data. Conclusion From this analysis the importance of communication in marketing has been clearly put into the picture and more so in relation to emerging trends. There is no doubt therefore that any person who wishes to put out a particular product must be able to watch out for the most effective way in which his message will be sent to the existing customers as well as to the prospective customers. No matter how good the brand might be, it is almost insignificant if there is no deliberate action to let the people know about it. There must therefore be a deliberate plan seeking to execute a communication in some manner. The consumer must also be on the watch to ensure that he scrutinizes the message that comes his way. References Clark, A. (2001). Mindware an Introduction to the Philosophy of Cognitive Science. New York: Oxford Egan,J.(2007)Market Communications. New York: Cengage Learning EMEA Gick, M. & Lockhart R.S. (1995) Cognitive and Affective Components of Insight The Nature of Insight .Cambridge Massachusetts: MIT Press Horn, R., E. (1998) Visual Language Global Communication for The 21st Century Bainbridge Island, Washington: Macro VU, Inc Hurley, S. (1998) Cognition in Action Cambridge. Boston, Massachusetts: Harvard University Press Kristensen, T (2004) The Physical Context of Creativity and Innovation Management. New York: Cengage Learning EMEA Kristensen,T (2006) A Cognitive Creative Approach to Marketing Management. New York: Cengage Learning EMEA Kitchen,P.J (1999). Marketing Communication: Principles and Practice. New York: Cengage Learning EMEA Read More