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THE NEW CONSUMER’S COURT : CREATIVE COMMUNICATION IN THE 21ST CENTURY :

Guest post by: James Eddine

Article Overview: For many companies, managing a communication crisis is to have good communication. However, we must not confuse crisis management and crisis communication. A crisis is not similarly managed like communication as the communication does not manage a business. However, communication is certainly the best way to deal with a crisis.

THE NEW CONSUMER’S COURT : CREATIVE COMMUNICATION IN THE 21ST CENTURY :

CREATIVE COMMUNICATION IN THE 21ST CENTURY :

Out of order: HELD IN CONTEMPT

For many companies, managing a communication crisis is to have good communication. However, we must not confuse crisis management and crisis communication. A crisis is not similarly managed like communication as the communication does not manage a business. However, communication is certainly the best way to deal with a crisis.

CREATIVE COMMUNICATION HELD IN CONTEMPT

The heart of the crisis communication is in the hierarchy of creativity and the development of the brand, product and or the value that these two bring to the target consumer. It became obvious that the question of the relevance in advertising had lost track of time and seemed to stand in neutral while consumer shifted to high gear into a new evolution.

In times of crisis, a cacophony reigns around thousands of organizations. Many institutions have experienced in recent months. They face the difficulty of passing their message to their target customers. Indeed, many organizations are under siege by their won creative gurus that failed to follow the consumer direction , have become prisoners of their own failed management thus unable to regain control of the situation.

Definition of PUBLICITY (belongs to the public)

Advertising has essentially several weaknesses. The purpose of advertising is to give us a world but probably not the real world. it arranges it at will , as the advertiser wants. "In 1903, in the first issue of an advertising magazine, ''advertising is described as lies, manipulation or contrivance useless, justifying the reluctance it inspires among the public. The public is less and less trusting of advertising that amplifies and exaggerates reality. ''

Advertising as "a mass communication that is partisan. In this sense, it cannot be confused with information in the strict sense adapted to market economies.

Advertising in the formative sense mentioned above means: ''quality which seeks to bring to the public's definition of advertising has evolved and continues to evolve over time. However, we emphasize four characteristics which states it has a transmitter identified, it addresses a wide audience, it is partisan, it is in the mass media.''

In today's corporate marketing and advertising torture, most basic definition of advertising: the last word rests with the public. ''

Advertising crisis has the distinction of being issued in time of crisis and refers directly or indirectly. It is not intended to sell a product. It is a reaction to the crisis suffered by the company. Note also that advertising has changed its name it is called the communication of character beyond a strategic choice, the use of advertising is also justified by its relational connection vis-à-vis the consumer.

THE FUTURE OF ADVERTISING

It is no longer possible to philosophize on the pages and pages of rhetoric, (out of order) creativity, the discourse of the future would be based on relevance, Period. Going straight to the point so that the public has a clear idea of the problem and the positioning of the advertiser.

The relationship of advertising to the recipient is complex and has gone through various phases:

Firstly, we have seen the "branding era " which is in direct relationship to the product. Then developed the "symbolic phase" which plays on the metaphorical detour. It is an indirect link.

And finally, a third form of relationship is the "stage play" which is based on the meta-communication, ie communication about communication. But today we can observe the emergence of a new phase. According to Naomi Klein, we have entered a "evasion phase" where advertising is your face, everywhere where it invades us. Indeed, advertising has reached a saturation point as it is everywhere all the time. An annoying and uninvited intruder, insists on filling the media space that cause immediate discredit and rejection ... In all forms

ABSENCE OF CREDIBILITY

All these points lead us to the disadvantage of advertising: its lack of credibility with different audiences. Credibility is not what's advertising compels. This is related to the message sender, the advertiser and the quality of the source. Indeed, they see advertising as a self-promotion of the company and give little credence to the messages. Add to this the fact that advertising is seen as a manipulation. Advertising as a means of communication is seen by receivers as less reliable, less credible, less genuine, less authentic.

SOLUTION: Cognitive/ emotional Communication

The effectiveness of advertising communication must be assessed at different levels, depending on whether one considers the ability of the message to be identified, recognized and understood by the audience , its ability to positively influence the attitude of the target or to change the buying behavior The effectiveness of advertising communication is finally is that of RELEVANCE of the underlying model of consumer behavior

COGNITIVE MAIN REFERENCES:

Three key references in consumer behavior have succeeded and can a guide to the media companies communications policy. The first of these is the linear model or behaviorist, based on the assumption that the answer "mechanics" of individuals subjected to repeated stimuli (salesbrain):

Linear Referencing or behaviorist

This pattern simple (simplistic), it corresponds to the practical use of the advertisement: a short text which is memorizing the message by the frequency of exposure to the target (Only mesh that fits me ...) . If this model has met (and still finds) an undeniable success, it was later supplemented by more nuanced approaches to the response of individuals to advertising.

OBERVED STINMULI >> OBSERVED BEHAVIORAL RESULTS

Reference (cognitive-affective-connative)

Because it distinguishes different determinants of consumer behavior, including the propensity to actually acquire the desired product (conative dimension) based on its knowledge of the product and its attributes in terms of products capable of performing the same function to use, and its degree of affinity (emotional dimension) with the product.

COMMUNICATION: EMOTIONAL PHASE >> COGNITIVE PHASE >> CONNATIVE PHASE

[ Intermediate effects ]

Before the broadcast media: evaluation of quality "intrinsic" of advertising and the ability to influence a priori the target

Assessing the effectiveness of advertising, which occurs before any wide distribution in one or several news and media, is initially on the qualities "techniques" of advertising, ie its ability to be identified, recognized and understood by the audience.

The primary endpoints observed to evaluate the effectiveness of the message on these dimensions:

- Perception: ability to identify the advertisement in the mass of messages which are by individuals.

- Understanding: clarity of message and no misinterpretation.

- The award: the ability to target to associate a brand or business in the advertisement (score award).

Finally, the sales communication will be evaluated prior to its ability to positively influence the attitude of the target. The attitude may be defined as a predisposition, favorable or unfavorable, in respect of a product of a brand or a sign. This dimension is particularly measured against the performance of the message on the following criteria:

- Approval: the degree of appreciation of the message (score of approval).

- The relationship and contribution to the brand.

- Persuasion.

- The attractiveness.

- The intention to purchase.

The performance evaluation of advertising is done by the use of pre-testing (before spreading the message), qualitative or quantitative, before the broadcast messages. These pre-tests are:

- Qualitative: very early in the process of creating advertising, when it comes to confirm or guide "copy strategy" (in terms of creative work) and its implementation.

- Quantitative further downstream and when a product has led to viewing advertising, to check whether the choices made throughout the creation process will achieve the objectives set by the advertiser.

Once validated prior to the advertisement, it must still demonstrate his ability to guide real attitude and buying behavior of the target when released.

After the broadcast media: evaluation of the change in the attitude of the target exposed to the message

The impact of advertising communication on the attitude of the target exposed to the message may be assessed by surveys that will evaluate both the knowledge of products, brands, company ... (cognitive dimension), but also the overall assessment carried by the target on them (emotional dimension).

The main assessment tools that advertisers can use once the advertisement broadcast on a large scale ( "Post media tests) are:

- The standardized tests: the results of advertising after a survey by questionnaire to assess awareness including assisted and spontaneous, or memorizing the next day ( "Day after Recall) are then compared with those of a bank pre-existing data.

- Testing by double standards: two paired samples (with the same structure) surveyed before and after the broadcast of the advertisement. This tool allows to evaluate the impact of advertising

- The tracking: test questionnaire continuous (sort of panel), made each week to monitor the positioning of its brand over the competition.

If the impact of communication on the cognitive and conative dimensions affecting purchasing behavior is relatively easy to quantify, it is quite another to measure the impact on purchasing behavior.

The performance evaluation of communication focuses on three main dimensions: the quality of the message, changing the attitude and behavior of the target. For each of these dimensions there are specific assessment tools that can be mobilized throughout the implementation of the advertising.

EVALUATION PERIMETERS EVALUATION TOOLS EVALUATION TIMING

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Messgae quality Qualitative study(surveys) Pretest

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Qualitative study(surveys)

Attitude adjustment change Tests through double tracking

measures Media intelligence:

download it here:

btoone.com/cognitive-media-pre-testing Post testing

Behavior adjustment Market testing /mathematical modeling

Tools for communication media performance evaluation are closely related to the model of consumer behavior that underpins the process of creation and dissemination of the advertisement. Also, the inherent limitations of traditional models are bound to give rise to new models, to renew the range of existing assessment tools for the performance of communication. (The positive contribution of neuromarketing )

Similarly, the increasing use of "personalized" media such as Internet, mobile phone will not fail also to develop methods for evaluating this mode of communication in the near future.

If you wish to see the originalarticle, visit my Website and click blogs or visit my Linkedin profile: 'neuromarketing montreal' for a complete analysis

I hope you enjoyed the article. If you have any question, please do not hesiatte to communicate.

Cheers - James

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