Posted at 11.18.2018
For many years media advertising was viewed as the strongest form of creating understanding to a companys brand. However, the 21st century brings with it the decline of traditional media. As humans are being exposed to increasingly more advertising on a huge scale, it is only inevitable that the effectiveness of the mass communication will greatly diminish. Magazines and newspapers are losing viewers, radio is shedding listeners, and most importantly tv set is losing visitors. What's driving this trend is that consumers are drifting more towards digital press driven by online content - typified by sociable advertising sites and online games, as well as increasingly more homes access broadband internet connection and its capability to provide an ever-growing and an ever-higher quality of video content. Marketers also face a general proliferation of multimedia and distribution stations, with declining rely upon advertising, multitasking by consumers, and digital technology that give users more control over the their marketing time. These styles are all together fragmenting both audience and the stations had a need to reach them. The danger for marketers is that this change will provide enough time honoured way to getting communications to consumers through Television commercials less effective at best and a waste products of money and time at most severe. Therefore, companies must be intuitive in seeking alternate marketing communications to increase their brand understanding and therefore utilise this now wider opportunity of tools. Tools that companies already acquire can be utilised and improved into a powerful medium of communication. Promoting pr and accompanying it with one of the reason why for the drop in the effectiveness of television advertising (sociable press). Companies have the ability to generate an effective, yet efficient means of delivering a brands subject matter by having a two way romantic relationship. Accompanying an advertising industry that is decline with the financial downfall, consumers have little self-confidence towards brands and for that reason creating a medium that can deliver a message that is portrayed through a tale allows brands to once more deliver effective brand understanding.
Brand awareness identifies the power of the buyer as to whether they can remember or recognise a brandname, that is, whether consumers find out about the brand (Keller, 2008). Brand consciousness must be set up before building brand equity. The brand develops the recollection nodes in consumers' heads (Aaker, 1991). Brand awareness consists of two factors: brand popularity and brand recall performance (Keller 1993). Consumers tend to link related brand knowledge to the brand name, this ultimately constitutes in the long run product of brand equity (Aaker, 1991 and Keller, 1993). Hence, brand recognition evokes an important learning advantage for the brand (Keller, 2008). Consumer decision making is also influenced by brand awareness, especially for low-involvement packed goods. Brands that consumers know are more likely to be included in the consumers' consideration place (Hoyer and Brown, 1990 and MacDonald and Sharp, 2000). Consumers could use brand awareness as a purchase decision heuristic (Hoyer and Brown, 1990 and MacDonald and Clear, 2000). Therefore, brand understanding amplifies brand market performance.
The decrease of mass media advertising
In its perfect, network television was seen by marketers and advertisement firms as the standard to successful brand awareness campaigns. This was because of the sheer number of consumers that tuned into the most popular television set shows. The emphasis of the marketers was mass messaging of the brand to the consumers as company's established their television spending on the 'show of tone, ' that is making sure your market share, expenditure of competitors and the business's growth targets of the brand was based on the advertising budget. However, fragmenting mass media and shifting behavior by individuals are revealing the original models limits because of the following styles.
Media propagation. In the United States, what used to be always a handful of channels is rolling out and advanced into 1, 774 full vitality TV channels.
Multitasking. Along with the development of the internet, increasing numbers of people are multitasking. According to Ulla G. Foehr, the common US teenager partcipates in an average of two other activities, one of the activities in home work. Therefore, as students are studying they be capable of selectively listen to the television. And therefore they can zone out when advertisements are aired and back when this program returns. Exactly the same concept is applicable with the multitasking of browsing the internet and watching television.
In a similar concept that facilitates multitasking. 'Switching Off' is the procedure of consumers being selective of what they watch and the advertising they trust. Yankelovich Lovers state that 65% of consumers believe that they are really 'constantly being bombarded with too much advertisement, ' with 65% declaring they would be enthusiastic about products and services that would help prevent marketing, ' and 54% saying that they 'would avoid purchasing products that engulf with ad and marketing. '
What Communications should be exploited?
As Brand consciousness is scrutinized as being the focal point into the succession of an brand, and therefore the company, it is essential that marketers develop successful and effective messages in a communication that finally would raise the recognition and recall of the brand. Therefore, as the decline in the potency of mass media remains, it opens a Pandora field of opportunities throughout other communications for marketers to develop and exploit. Marketers need a more meticulous approach to a fragmenting world, one that dismisses mentalities and norms from media advertising's golden era and comprehends the investment it truly is. Quite simply, it will be necessary to boost marketing's return on investment (ROI). Academicians and experts have debated the merits of integrating the related yet different functions of marketing and pr (PR) for many years to develop an alternative route in growing brand understanding (Kotler and Mindak 1978. )
Public relations is commonly related to communication activities that are designed to craft and maintain an organisations image using its publics (Kitchen P & Proctor R, 2010) The role of organisational public relations is broadening with the changing times: "PR doesn't just concentrate on your business product; it also aids in shaping strategic messaging. "(Anonymous, 2010, p. 28). Typically, this designed that public relationship professionals would meet and use members of the news media to build a favourable image by publicising the brand throughout newspaper publishers and broadcast media. However, with the development of web 2 2. 0 thought as "a program whereby content and applications are no more created and shared by individuals, but instead are constantly altered by all users in a participatory and collaborative fashion" (Kaplan & Haenlein, 2010, p. 61), Winchell (2010) claims that brands are being dismissed, assessed and documented instantly and should therefore 'sign up for the discussion in social press. ' American Airlines, one of the world's largest air carriers, is convinced that public relations can help to take full advantage of shrinking advertising finances in tight financial times (Bush, 2009). It is therefore seen in society that the role of pr can be two fold. As inventor of the storyplot, such as the conversation towards the consumer, and, as the curator of the medium to use, ie. , social advertising.
As a result of the monetary downturn, many consumers have lost trust and self-assurance available environment. Within a 2005 Starcom review, it was stated that 65% of consumers thought that promoters paid to possess their products positioned or included in newspaper articles (Starcom Study 2005). Therefore, marketers must try to instil a fresh sense of comfort and confidence between the consumer and the brand. That's where public relations can be extremely effective, as authenticity can illicit strong cable connections from brand to consumer through the means of storytelling (Allen 2005). Storytelling has a role throughout organisations and even throughout open public forums, as word of mouth through 'brand dialogue' is increasing (Finchum 2010). Therefore, when consumers come into contact with a brandname for the very first time; strong, favourable and unique brand organizations would have a greater probability of being evoked when an genuine storyline is 'informed by the product or service itself, or by the client word-of-mouth or by the credible third get together' (Denning, 2006, p. 43). Schipul (2009) proclaims that since today's contemporary society is centre of your conservative economy, the aim is to give attention to an organisations relationship with its publics and interpersonal marketing is the communication medium for such a thing to transpire.
Social media, using its greater ROI and its own two way communication with consumers is the answer to support pr in creating brand consciousness with positive associations. Extraordinary improvements in technology are drastically altering the way, speed and character humans are interacting with the other person (Bandura 2001). Moxham (2008) states that when an organisation is at dialog with a consumer they need to tell the brands storyline and empower the consumer to also pass on the word. That is ultimately supplied through storytelling in the communication of sociable mass media. This never used to be the case, as public relations was only seen a one way 'sender-orientated' approach to communication, whereby media such as tv set, paper and radio were used to handle the general public (Helder & Kragh, 2002). However, in the digital age, there is now what is known as 'receiver oriented' approach which entails having two way conversations through the medium of social mass media. Therefore this polar opposing approach ends up with individuals moving fluidly and flexibly between the role of audience and creator. The creation of basic, simple to use software allows any consumer to comment, post, share content and form an network around shared interest (Thornley 2008). McDonalds is an organisation that has efficiently incorporated the sharing aspect through the public mass media communication of Facebook. They may have achieved this by delivering a note, and motivating its consumers to share it if it pertains to their friends. That's where the traditional a method, 'sender orientated' communication protocol fails, as communication is only going to occur because the consumer sender would like it to. This subject matter will only work if the consumer can ascertain the meaning that the ad was wanting to portray (Stidsen 1975). Nike's 2012 Olympic Twitter marketing campaign flourished as 16, 000 people tweeted the hash label 'Nike' during the event, demonstrating the audience that may be interacted. Public relations, as skilled romantic relationship builders, therefore have the benefit over traditional advertising campaign because they are in a position to ensure the consumer has a profound understanding of the communication that the brand was illustrating.
As the effectiveness of traditional mass media declines, organisations must have the ability to adapt their communications with the changing times to ensure they have the greatest likelihood in creating consumer brand recognition whilst not only having a superior ROI but a communication that will reach the masses. Through the fusion of public relations and social multimedia, brands produce an opportunity to develop relationship between your brand and its own publics, creating profound and meaningful testimonies that plan to divulge strong, unique and favourable brand associations with the buyer through online social networks. Companies then trust that these stories will continue to be shared by publics to other new consumers. These conclusions carry significant importance to the marketing and sales communications industry, particularly companies who partake in media advertisement. A lot of doubt surrounds the problem of companies creating brand awareness and devotion when individuals are becoming more immune to mass advertising effects. That is why pr has been emphasised, as it attaches more credibility to the brand and emphasises to two way communication, which completes the communication cycle by ensuring reviews from customers to ascertain brand experience and value. Therefore integrating public relations with social mass media will be the new key to uncover the entranceway of the consumers brain. As media's golden age has come to a close, many marketers are frustrated and also have limited agreement in what to do next. Some business managers are trying to dissect marketing-mix models that exercise refined econometric methods to meticulously decipher the diverse ramifications of the marketing mix on business results. Professionals should utilise public relations and ensure that they present a solid and deep meaning to the buyer. This is a simplistic, yet effective proposal, and would be successfully installed generally in most companies.
The consequences of not putting into action this marketing strategy are for everyone to see. Media advertising was remarkably effective in earlier decades as it was able to target such a large audience, particularly tv viewers. The reasons for this can be seen as the downfall than it today. In concern to today's amount, there have been only a small number of channels, resulting in an increased target size. People do not watch television set in the same manner as they used to. A majority of the populace multi task and for that reason disregard advertising as it is being shown. Therefore, whilst advertising campaign expenditure raises it can only be predicted that companies that do not apply this strategy have the chance of not creating enough brand recognition and sacrificing brand loyalty using its customers. It is therefore suggested that companies take good thing about these findings as it can only provide future benefits for the brand by being able to access a wider audience, since it could be a consumer that is multitasking between tv and social advertising and then take all attention away from the televised commercial and onto the social media site where they become aware and prepared about a brand online.
Further research can much deeper analyse the forms and methods that can be put designed in by using social multimedia, such ways that take into account the costs and audience scope. Studies can also be partaken to judge the potency of incorporating social mass media and public relations in producing brand awareness compared to other forms of communication.