Please enable JavaScript.

Coggle requires JavaScript to display documents.

ADVERTISING paid form of communication that reach the target audience…

- - - - employee engagement
      - employee productivity
      - internal communication
      - organizational practices and riduce errors
- - - - CONVINCTION
- - - - not separated form individual and historical context
- - - - opportunity for the innovation process because consumers have proposals, ideas about these
        
        small and medium businesses can build online communities but they have to communicate trasparently with them
- - - - 3 modes of persuasion used to appeal to audiences
        
        ETHOS APPEALS TO ETHICS
        using likeable celebrities to promote a product
        
        LOGO APPEALS TO LOGIC
        using statistics to reason with people
        
        PATHOS APPEALS TO EMOTION
        using emotional experiences to convince people
- - - - B2B
        
        private companies promote products to individuals prospective consumers who aren't supposed to have in depth knowledge about the object
      - I2I
      - B2C
      - I2U
  - - - credibility
      - legiytimacy
      - quality
      - permanence
      - tracking consumer behaviours allowing advertisers to tailor offers to individual consumers
    - - costs that dipend on the medium
      - esali to be ignored
  - - - TRASLATION
        to transfer of concepts form one language to another
      - ADAPTATION
        form of translation that aims to adapt the source text, language and culture to target one
        
        is often used together with localisation and transcreation
        
        consumer oriented translation
      - LOCALIZATION
        form of translation that aims to adapt the advert to the market because the texts need to be adjusted to the conventions and expectation of each target market
      - TRANSCREATION
        rebuilding the entire promotional text so that it sounds natural and creative in the target language and culture
        
        advertising agencies prefer to change completely the target text even though it goes against traditional concepts of accuracy and loyalty to the texts
        
        concept loyalty refers to the intended function of the text
      - GLOCALIZATION concept developed by Abad
        creating local campaigns in different places at the same time, using a message that is ad culturally neutral as possible
      - DOMESTICATION concept developed by Venuti
        when a translator changes a text to make it sounds natural and familiar in the target language and culture; the traslatore stays hidden and it seems like the original author wrote the text in that language
      - FOREIGNIZATION concept developed by Venuti
        (opposite of domestication)
        the source text is translated in a way that doesn't accomodate the establishment listed canons of the target literature and language; the translator has an active role.
- - - - MESSAGE
        what we'll say with the ad
        
        what should the key message be?
        
        to consider existing public perceptions and other advertising and messages the company has placed in the market
      - APPEAL
        how the ad will attract attention and influence a person's behaviour
        
        to communicate the message we don't use only with words but also with images, tone, sounds
        
        INFORMATIONAL
        offers fact and information to help the target audience make a purchase decision
        
        EMOTIONAL
        plays on beliefs and fears to persuade consumers and influence their behaviour; creates a connection with consumers and product on emotional level
        
        execution is important
- - - - impact on person's beliefs
      - make clear benefits to potential consumers
    - - used to develop a powerful brand name
      - development sequence of: affective --> cognitive --> cognitive
      - used when there aren't real tangible difference among the brands
  - - - the structure favours the comprehension and memorisation of the contents
      - 1st: to choose the most appropriate strategy match with the leverage point and with the media that will be utilised
      - 2nd: to choose the correct executional framework that defines the manner in which an ad appeal is presented;
        text received ad a whole where all components are connected and indipendent
        
        animation
        
        slice of life
        
        dramatization
        
        testimonials
        
        authoritative
        
        demonstrations
        
        fantasy
        
        informative
      - 3rd: to chose the most persuasive tone, words, structure, images, headline (style's text);
        use of simple and convincing words to catch the consumers' attention
    - - must trasmits
        
        attractiveness because people tend to be persuaded by sources that are attractive
        
        trustworthiness because the source must transmits credibility
    - - influeces the persuasiveness of communication