ALA101 Lecture Notes - Lecture 3: Telstra, Brand Equity, Brand Loyalty
WEEK 3: Branding Basics and advertising effects
A weekend without ads?
An ad talking about Australians hating ads, ironic, educated media savvy joke.
Communication theory
The one-way communication model
- Mass communication
- A source or a send constructs a message through coding (in images and words and video)
- The consumers must decode and then receive it, cultural literacy
- Feedback is quite mild probably just market research
- Noise- disruption to the communication of the code (technical interruption) (behavioral
noise, talking to people)
- Adds need to overcome noise, and to ensure the message received as intended
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- Markets are conversation, but its mostly one way without consumers talking back
- This approach is relevant for low-involvement products
- Good for products with homogenous –mass produced- (wide) appeal/use
- Messages are developed to achieve particular effect (recall, resonance)
Two-way interactive model
- Market are conversations
- Now, people can avoid ads, overcome the noise
- Inviting audiences into the conversation, prompt the conversation
- Flow of messages from receiver to sender
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
An ad talking about australians hating ads, ironic, educated media savvy joke. A source or a send constructs a message through coding (in images and words and video) The consumers must decode and then receive it, cultural literacy. Feedback is quite mild probably just market research. Noise- disruption to the communication of the code (technical interruption) (behavioral noise, talking to people) Adds need to overcome noise, and to ensure the message received as intended. Markets are conversation, but its mostly one way without consumers talking back. Good for products with homogenous mass produced- (wide) appeal/use. Messages are developed to achieve particular effect (recall, resonance) Now, people can avoid ads, overcome the noise. Inviting audiences into the conversation, prompt the conversation. Useful for high-involvement products (really really care about), products we want to be in a conversation about. Useful when details are important or if there"s risk involved. Includes viral advertising-audiences share a brand message (endorsement, the audience becomes an advertiser)
