Discuss The Challenges Marketers Face As They Develop Advertisements And Other Forms Of Marketing Communications For Young Hispanics. Do You Think Marketers Should Advertise To Bilingual Hispanics Teens In English Or Spanish

Last Updated on Thu, 04 Jan 2024 | Marketing Communications

communication, 139 source, 141 encoding, 141 message, 141 semiotics, 142 channel, 143 mass media, 143 receiver, 143 decoding, 143 field of experience, 143

noise, 145 response, 145 feedback, 145 AIDA model, 147 hierarchy of effects model, 148 innovation adoption model, 148 information processing model, 148

standard learning model, 150 dissonance/attribution model, 151 low-involvement hierarchy, 152 cognitive responses, 157 counterarguments, 157 support arguments, 157 source derogations, 158

source bolsters, 158 ad execution-related thoughts, 158 attitude toward the ad, 158 elaboration likelihood model (ELM) ,158 central route to persuasion, 159 peripheral route to persuasion, 160

Discussion Questions

1. The opening vignette to the chapter discusses how EDS developed a new branding and positioning campaign around the "EDS Solved" theme. Analyze the decision by EDS to use high profile commercials such as "Cat Herders," "Running with the Squirrels," and the "Airplane" spots as part of its efforts to remake its identity and change the image of the company.

2. Discuss the challenges marketers face as they develop advertisements and other forms of marketing communications for young Hispanics. Do you think marketers should advertise to bilingual Hispanics teens in English or Spanish?

3. What is meant by encoding and decoding? Discuss how these two processes differ for radio versus television commercials.

4. Discuss how semiotics can be of value to the field of integrated mar keting communications. Select a marketing stimulus such as an advertisement, package, or other relevant marketing symbol and conduct a semiotic analysis of it such as the one shown in Exhibit 5-3.

5. The study discussed in IMC Perspective 5-2 suggests that ageism is a problem in the advertising business. Do you think young creative professionals can connect with and create ads that are effective for communicating with the mature market? What are some things that might be done to ensure that agencies do create ads that are relevant to older consumers?

6. Discuss how a company introducing an innovative new product might use the innovation adoption model in planning its ingegrated marketing communications program.

7. Assume that you are the marketing communications manager for a brand of paper towels. Discuss how the low-involvement hierarchy could be of value in developing an advertising and promotion strategy for this brand.

8. Evaluate the "Just Imagine" campaign for Whirlpool appliances discussed in IMC Perspective 5-3. Do you think this campaign will be effective in connecting with the working women Whirlpool is targeting? Why or why not?

9. Find an example of a print ad and evaluate it using the cognitive response model shown in Figure 5-8. Identify the specific types of cognitive responses that the ad might elicit from consumers and discuss why they might occur.

10. Explain what is meant by a central versus peripheral route to persuasion and the factors that would determine when each might be used by consumers in response to an advertisement.

Ads That Influence Teenage Consumers
Chapter Objectives

1. To study the major variables in the communication system and how they influence consumers' processing of promotional messages.

To examine different types of message structures and appeals that can be used to develop a promotional message.

Continue reading here: Direct Source Is A Spokes Person

Was this article helpful?

+2 -1

Related Posts

Readers' Questions

  • OLLIE
    How encoding differs for radio versus television commercials as well as for print ads?
    1 year ago
    • Radio commercials: Encoding for radio commercials typically includes verbal elements such as music, sound effects, and dialogue that are used to create an auditory environment. Other elements, such as vocal delivery and choice of words, also play an important role in creating a certain tone or feeling. Television commercials: Encoding for television commercials typically includes audio and visual elements. Audio elements include sound effects and music, while visual elements can include graphics, animation, and live-action footage. Additionally, the editing and pacing of the commercial can also have an effect on the viewer's experience. Print ads: Encoding for print ads typically involves the use of visuals and words. Visuals can be photographs, line drawings, illustrations, or other graphics. The words can include copy, slogans, taglines, or call-to-action messages. Additionally, design elements, such as font type and size, can also be used to create an effective message.
    • paladin
      What are problems advertising must face?
      1 year ago
      1. Demands for Ethical Advertising: Advertising has always been subject to regulation and scrutiny, but in the digital age, public expectations of ethical behavior have grown. Advertisers must ensure that their messages are honest and not misleading, and that they do not exploit people or violate their rights.
      2. Competition: With an ever-increasing number of advertising channels and campaigns vying for the attention of consumers, the competition is often fierce. Marketers must ensure that their campaigns stand out and provide sufficient value to capture the attention of the right audience.
      3. Media Fragmentation: As the media landscape is rapidly shifting, advertisers must try to keep up with the latest trends and platforms. This can be challenging, as new channels appear, existing ones quickly become outdated, and consumers’ attention shifts from one channel to another.
      4. Brand Protection: Consumers are becoming increasingly savvy and vigilant, so advertisers must ensure that their reputation is maintained. This means staying on top of any negative publicity and addressing any potential issues quickly and effectively.
      5. Ad Blocking: Ad blocking has become increasingly common, making it difficult for advertisers to reach their audience. To compete, marketers must be creative and utilize strategies that will draw attention and entice viewers to view or click on their ads.
      • karita
        How semiotics can be of value to the study of imc?
        1 year ago
        • Semiotics can be of great value to the study of Integrated Marketing Communication (IMC). Semiotics helps us better understand how symbols, signs, and messages are used to shape an audience’s perception. It focuses on the study of the meaning-making process of communication. Semiotics can be instrumental in helping marketers better understand how symbols, signs, and messages are perceived by an audience and how to effectively craft messages that resonate with the intended audience. Through the use of semiotics, marketers can better understand how audiences interpret different messages, how they process them, and how best to use them in their campaigns. Semiotics can also help to identify the audiences most likely to respond to the messages and how to target those audiences. In essence, semiotics can be a powerful tool for IMC practitioners looking to maximize their communication efforts and ensure successful outcomes.