Welcome again to another week of Leadership and Media Strategies in communications that focus on the Power of Knowledge. Having knowledge will allow for growth that will expand your mindset and offer others pertinent information that can have an enduring effect. Over the past several week's leadership and communication had become a part of our everyday lives and change what we thought we knew but we didn't know. Let us see what information this will take us to another level in an organization.
In today's society, messages can come from any source or any direction to make people listen and see what a business can offer or any organization. The most effective way to get a message across has been advertising through media or online. Many businesses are starting to utilize Google as a viable source of making sure people are noticing their product or services. Google seems to have more traffic than other websites, and that has become the focus for gaining exposure. The Chief of Google indicated that in 2012 that 50 percent of ads will go online in the next five years, which seem to come true. Every time you click on something online, what do you see popping up? Ads are popping up so much that it can get overwhelming at times. Some of the ads may come from businesses that you are currently using or have no interest in utilizing. Googles SVP Nikesh Arora (2013) indicated "there's currently about $800 billion in global advertising market". Online advertising isn't quite up to that level of earnings yet.
Around this time of year, money seems to blow in the wind like dust in a field. The holiday spending curse that allows content to be distributed through media continually and online to get the message across. Thanksgiving and Christmas are two of the busiest holidays when it comes to shopping, and there is no other better time to flood the every outlet such as radios, media, traditional tv commercials, and online advertising. Avoiding these type of advertising can be tough when trying to spend money. When I'm online browsing the World Wide Web through Google, online ads are coming from each direction of the monitor even when you enable pop-up blocks. When the ads are popping up, they're getting the attention of many consumers which indicates the message is be heard by the number of clicks.
Traditional ads are somewhat effective during the holidays, but the online ads are continuously flooding the internet. Holiday ad message content goes in-depth on the prices of product, limits on products, and the store hours, and some ask for consumers to download apps. The problem that may happen with online ads has the necessary phone coverage when out shopping to view, which can be a hassle. The message has already been implemented in a person mind and going to a store hearing an employee say they don't have the product can be a problem. The online ads have imprinted the message in the brain, and you're determined to get satisfaction. Let's remember that holiday shopping is tough and having an idea of what you want before dealing with traffic and the crowds is paramount.
What is the message? The message is to gain as much exposure to an audience that will listen and go out and spend the money on a product or service. Communication plays a significant role in ads and Reese and Shoemaker (1996) reported a framework: 1) who(communicator), 2) says what through which channel(media channel), 3) to whom(audience), 4) with what effect(effects). Each one of these frameworks is used every day whether we know it or not and this information can help all to understand what we as a society never realized. Think about this framework when looking at your organization.
The audiences are the consumers and the leaders of the organizations utilize the strategic communication strategies in the real world when it came to relaying a message. A Tedtalk video from Morgan Spurlock talks about trying to get the information out by networking and targeting the big time companies that will have an influence on the consumers. Morgan Spurlock (Ted talk) states "when you train your employees to be risk adverse; then you're preparing your whole company to be reward challenged." This statement relates in a way that businesses should have the right people in place to get a good message out. When the ads are launch online, a huge margin of profit should continue to grow. If organizations aren't utilizing ads then how will people know what a company as to offer? Ads are one of the best ways to get people involved to have happy holiday shopping.
This week's topic focuses on utilizing ads to get a message across when trying to persuade people to purchase a product or service. Online ads and traditional ads have and will continue to be effect in our society and on the flipside, online ads will continue to flood our online searches. Google will become a forefront barrier versus the other sites sooner, rather than later. Messages from ads can be very effective when leaders in strategic communication promote an agenda. With this information, we can see why ads are being pushed online do the nature of the web searching growth. Hope that you enjoyed this weeks article and continued to follow me next week on some more vital information.
Looking forward to providing knowledge next week!!
Reference
Shoemaker, P.J., & Reese, S.S. (1991). Mediating the message: Theories of influences on mass media content. New York: Longman.
http://allthingsd.com/20130212/googles-ad-chief-50-percent-of-ads-will-go-online-in-the-next-five-years/
http://www.ted.com/talks/morgan_spurlock_the_greatest_ted_talk_ever_sold#t-1030455
Orlando,
ReplyDeleteGood write up. Your statement about money around this time blowing away like dust in the wind. It’s no secret that marketers’ objective is to appeal to our emotions and individual dispositions during the holidays. Commercials seem to be all over the television, radio, and in newspapers ads. There seems to be a deliberate bombardment, and/or precision marketing as you noted, to aggressively take advantage of product placement.
I feel this “advertisements-everywhere-you-turn” concept banks on the hope that if marketers’ advertisements resonate with at least some influential consumers, then they, in turn, will influence peers through word-of-mouth. It looks as if it is a way to covertly market by influencing external sources, in order to prevent the covert message from being deliberately ignored.
I would submit that message placement during this time of year seems to not affect product brand. It seems marketers compensate for the potential diminishment of brand by the constant advertisement inundation, through price appeal. There are numerous advertisements on the Internet, TV, newspapers, and other media to capture the viewer’s idea of a “good deal”. The use of the idea getting something at wholesale or below market value offsets the persuasive knowledge that the intended message of the advertisement is to persuade the viewer.