Advertising 9/23

Where you guys never gone? Why did you go? I'm jealous. You've literally... Oh, yeah, you're gonna... Oh, yeah, I know. Look at that. Yeah, really? I'm a free robot. This robots, buddy. I would never... Yeah. I'm the surface new. It was new, you know, we talked about the computer. I just fucked handwritten notes. And done. You know what? Hopefully. Why don't we get to go home? Yeah, I'm thinking for... Can you ask? Where's my mom? Yeah. When is your favorite time? Your family. Yeah, but not too sorry. My brother has a... Well, they're flying on Friday night, but they were like landing Saturday morning outside. Like a red eye. Yeah, really? Yeah, I want to. So, uh, good news on the exams... More than half the class made 80 or low. That's actually really good. For the belt, the one person who made a 100 in room turd, all the other man. But 20 minutes, we had 3 or 497s, now they have a dozen, so... By 983, 94s. There were... I think you're only a cup of raised that, uh, fell into the family area, but just barely. And, uh, having talked to one of those folks, I know why they did, uh, But, yeah, to be a good problem. Some of you will not want to drop this one because it's really useful. Uh, And yeah, I kind of get to it for a whole great class. Hopefully I'll go before Friday, but I will actually show you a breakout of how the A's, B, Cs, Ds, there were. I'll also show you the percentages on the highest rate questions, the lowest rate questions, and I mentioned you guys a couple weeks ago. If we ever have a question of worrism, as much as 70%, don't get it right on 30%, get it, right? I usually discount the question, but we didn't have any questions on this example, I meant that standard, so I couldn't discount any of those. But I will say that really perfectly surprised how well, I'm not surprised. I'm just glad you guys did as well as you did. So let's try to keep that let's try to keep that name Okay, I'm gonna pull out the campus so we can get our attendance and then we'll get our space operation. finish. At least that would be fine.. me this. It's okay. Oh, Okay. Today, we are talking about communication, human behavior. copy? So, uh, by the way, don't you make some pronunciation? Uh, I don't think it's just this for a while, too. Most of you, the back, I literally know me, that I will find, almost anyone here. People apply to the people who are died here. Like, they know everyone's busy today, but I want to pass this along today. There is a tendency, can a lot of undergraduate classes, that a class acting take an exam, you miss it for some reason. People do it for New Zealand. So I don't know if they think we're gonna review these them. We're gonna make a day off or... Where your black? like today, or you talking about communication and human behavior. Some of what's on here is, are reinforcing from the book. Some of ones that it's not a book. So, the folks that aren't here, maybe they have a gender excuse for, but just take the day off, but then maybe it's cool. it's okay to do it after down. It's not, it's not at all. next. So let's talk about... about... No, appetizing is... It's a really specialized form of newspaper. Advertising kind of sits at the intersection. Creativity, news. That's strategic. Collaboration, storytelling, innovation, all these things kind of converge the same place. If we do that advertise. Correct. Yeah, we have... Well, there's more things we're gonna get, but no doubt, there has created, or has anything. But done right, there are a few that are as compelling as a pretty well done habitat can be. Your textbook talks about this early in the early in the chatter, and you have not already read this, I encourage you to it. And of course something to be meaningful it needs to resonate. or to resonate with consuers, it has to speak to something that is important. or in a manner that does. paralyzing postures, emotional connections. foster social connections. behavioral. Connections. Yeah, humans use indication as a fundamental mechanism for getting along with each other. We couldn't communicate. It'd be a strange environment. At some point, the way back, yeah, I was like, oh, I guess people didn't live that way, and they communicate with, you know, run some slaps, and they beat each other, it sticks some tones, I guess. Yeah, some, you know, whatever's going on today, especially when they come to college. But without, you're going to do candidate. We' be able to get married. Probably wouldn't grant anything, because we wouldn't know any other person to talk to them. But... communication is kind of a anchor... foundation for our emotional binding in each other. They're not communicating with someone to guessing you again with someone reflectly not gonna bother it. Our 4 minute process of learning makes some communication. Our formative process of learning to interpret what other people are saying. is based on our understanding of communication. How do we get out of receipt messages, out of format messages, how to put them together, how to borrow them up, maybe the best way to tell them or the best way to communicate them. So that's kind of what we're talking about here. You know, your, those you did is look, look at the chapter so far, and I hope you have to recognize this type of truck, one year textbook is a little different. This one is the same one. I like it. I just like this format though. Oh that source. of a marketing message, you know, not all of the engages marketing or advertising, so don't misunderstand me. Everything in the US based documentation. But since we're talking about advertising market, we're gonna talk about communication. from that perspective. So the ultimate source of marketing message is the organization, the company, and the brand, that has information that he wishes to share with us. So in this chart, we're called the syndrome. Center has some kind of message that they want to get. Over there took your secret. that would be the consumer, the business audience. So we're receiving advertising messages, we're the receiver. But it has to go through a few steps in between. You know, within the context of an advertising message or a hard new message, There's either a real or imagined spokesperson and is conveying this message. Now maybe it's just, maybe it's a real person. And it's a testimonial. Maybe it's a celebrity. Maybe it's a spokesperson. Or maybe it's in a suit. Spokesperson. it's just information of voice. When I record it, I told you, it's a rick word, individual it. Whatever it is, for the brand that is successful, the communication can be received in the right way. That voice, what is written, or spoken, has to feel like it has... Profidence, has to feel like it has some thought, a feeling it has knowledge, that you can trust, and it's going to be the right kind of information. Without those things, the message is much the less black and be Roman in the audience because they won't trust the sender enough to really... Yeah, the textbook talks about something called the code. I'm gonna be running out of here. I worked almost four decades in advertising. I never once heard some of Eugorian food. But a textbook talks about it, because the social scientists put this kind of charge together. They use the wording building, so if we're trying to learn, technically, after communication works, we'll talk about the building as well. One the best means is the message has to be worth be distributed to someone said someone. The message has to be encoded in a way that the receiver understands it. I have to understand what's being communicated. Yeah, this could be, this could involve words, which could break what it does. And good in all the images. Not even about symbols. Be words, images, are symbols. Or some combination of those. But if they resonate, they have to be familiar at some level to the receiver. Well, what the hell do you need to get a message in the foreign language, President? It's some of the other... It wouldn't have commun terms. They just sent me a little more. So after the message is encoding, encoded, you have to look at the message yourself. The message itself ends on the medium being used. The message could be burned. Or maybe the message is not seeamp. It could be Merrill, 59, bro. Now, the channel... They say that the means by where the message is sent to... So your textbook talk about your communication channel being personal. or not a person. I was falling in the warm of the categories. Let the share lot of be personal, not personal. It's personal. It's something like, well, if you go to a store, you talk to a salesperson at a counter, then it's personal communications. wonderful. face to face, personal set. Anything that involves direct contact between the center and receiver. is considered personal communication. Anything involving contact between those is perfect medication. Non-personal. So commit is not included personal contracts. So, American, say, well, that... Any more commercial beach, uh, directly, radio, websites, magazines, radio, now billboards. Anything that does not require, are utilized as to pay, would be tolerable, communication, or not global, tell us. And receiver, receiver, in the case of both advertising messages, is usually the consumer that receives the advertisers a message. And sometimes it's a business office, but just for the sacred, maybe this... a little clearer, because as soon as I consume. So, the most thing that the advertiser descended, always has to be concerned about. is how the consumer will receive their message. If you use a social science truck like this, you're gonna say, how will the receiver decode the message? That's kind of important to me. So how do they become? How do they interpret? How do they understand to do that? Yeah, complicating this issue is that... None of us can see different advertising messages. Today, or week, or month, receiving messages, constantly. Some of them are seeing, some, some, some, conscious, some, sometimes. It's other social science, it's thousands a day. So those that we sin, not resonate with us, those that we see we're not interested in, those that we don't see that are subconscious, just kicks aside, are all called noise. It's from the bottom. They're all noise. So all of these... are problematic in the sense that they're all competing with attention... over this world, waiting for your attention. If we give it time, you have a lot of difference. Centers. sending you messages through all sorts of challenges, and they're hoping that you will get the message that they're sending to you. The problem is taking control is the level of noise, all these other any messages. And you sit down. Feedback is something that advertisers, barkers, senders. It's always bad... property sinners. They won't feedback. They want to know what they're doing right and what they go wrong. Now, before we, at the end of the world, have seen that usually involves someone writing a letter, sending an email. It wasn't really too high communications.'s how they could send up you know or tax or letter and say yeah, we like this I don't because are they happy or at this point? Now. place. And feedback is influenced. feedback for any message that you received. We Sorry, like, all of you, at the same message, the same product, we'd get a one in the past of responses. That's because our individual responses are shaped by our existing attitudes, they're shaped by our distant perception. We're shady by our own style concept, how we feel about ourselves, other people around us, how we need to feel about being able to use this to take our products, those are we built? Everything you can possibly imagine. This one has got someone to see. It may be how they feel, if they make their next trip, if they're there, a bad day. All of these barriers and what? This is why people communicate with someone... is so important. That's why how you choose what to say to a person. Using what language, say, is it what did, is so... is wild. knowing as much as we could possibly know about the things. And our consumer target audiences and targets is so important. How you mean, it may be the most important of all of us, because kind of tricky. For instance. You know, they do surveys every year about the most memorable commercials that people have been talking to the presses during the Super Bowl. The commercials that resonate the highest, that score their highest and recall, studies, those that stir emotions. And they tend to be one extreme or another. Those that read the target, the harsh springs are very emotional, very important. agenda had high regal. Recall sports even higher than those. And for those that use humans protecting. In a did go in. You may want to guess what people were about being tough to pull out. super subjective. Super subjective. Why is it subjective? A lot of the times be playing off car player. That's the best. 50 like I was scared, but what's funny to me, man? What's funny to you, man? That's funny to happen to you, everybody. It's probably funny at all. The other acts over Europe, advertiser, and you try to just feel rich, very, very, very, very, very, very... be very careful. Very. But, the interesting thing about today, because 70% of the messaging is kind of digitally, that has really changed the dynamic between the centers and the savings. Yeah, feedback instantaneously. And interactive messages, it's an interactive vehicle or channel. Typically, that feedback, shipping with feedback, is given back to the center using the same vehicle that was used to send a message originally. for the city. You get instantaneously. Send something out. That's why... Ford can run. commercials. for a new Mustang. Make in product commercial showing. The car in five different colors. and red, black, black, silver, yellow, whatever. Based upon the feedback, and they're getting in front of sales, inquiries, in real quick, because... I just know that, they can change. Overnight, there's continuously so that all of the markets are saving, satisfied, they can change all these different colors to how they, as a program testing, they don't. You know, you could have done a version of the act 20 years ago. Man, that would have been expensive. Nowadays, it is literally just... I heard it will be clear. So the power of feedback, the consumers have, is greater than every portion. The power, the feedback, the consumers have to sway, how senders, how advertisements, are trying to reach those conditions, is more powerful than any before. And there no lie to certain type of They don't like a certain message, a certain vision, a lady, they let advertising event. And our advertisers bursting, absolutely, it's just so bad. So competitive to try to be successful in business days, almost any capital. You have to listen to them have. So that kind of feedback. Now I can go directly back to the center. Now, if you're ever that, then... This is the curse that I wasn't. you're gonna get feedback some you have a walk need you're not bresonating. Now, we both talk to that term called City Island. Like, in the audience is really interesting. And also speaks to how we... communicate, how we have learned to communicate. Easy way, is it? Okay, man, I think other... So, let's work in the definition of textbook. There's a semi artists, the study, how can you use words, gestures, science, and symbols, we can better feelings, thoughts, ideas, and I'm young. Yeah, but I understand hardly... I just had this world, I tell this phone one off the class, they had to come up from the last insane. Oh. Good. What was the time that my phone, so, I just, I stopped, I, hey, no, no. So, uh, heaven nation, we weren't really relatively... Think about it. Erning is a relatively permanent change in your thought process or behavior. Learn something, you adapt to, you start doing something different. Start preceding something different. And usually, learning easily occurs as a result of a reinformed experience. Now, we're learning something today. Hopefully, well, I hope everything is up today. Hope we learn something every last. We've got to be talked about, the rainforest, we explain why it's important, because plan had to tax you in the case of most of those, right? You're not in tax consumers and the government's property. So, considering. So, learning, it's a, it's kind of an interesting cycle, to advertise the consumer behavior, because advertising is impacting factors for their behavior. It's shaped reference with your behavior. Yeah, it also shows, however, does it so shapes, consuming, yeah. So, I don't get to send the odds. This is kind of an energy chart. I've seen this before, a couple years ago, and I had to go search for it. But... You get so alive for an account plan, that they ask, and think, that. They couldn give a grease this way. So look at this. There's always an incredibly interesting image. The baby catchetchup up there. Yeah. Catch a bottle, I've got a sale price, or maybe a taste, or something. That would be crazy. Have a... Crazy evidence. That would be expected at. So this is, it really does, brilliant. Here we go. I' I was the crash. the tomatoes. we do. So at the on the right. The back rock is red, which is the most appetizing, hundred inspiring me hope. Why? In a big percentage of the restaurants you go to, one of the dominant dollars is red. Bottle slash like a rack made, and then expressionist, promoting, and healthcare will have life. Was the other, thinking about this? It came up in Maybe, maybe not. Was the account riter thinking about this? Absolutely. A slash bottle looks like a sculpture, associating hands, with innovations and arts. No specific age or gender, you have, you know, looking for help, you're eating choices, or any specific candidate on the food precious, and then down in the... And it'll break down a number of factors, what happens, the word grow, transformed the factory maid, sugar, we come into a natural ingredient. That's kind of a cool analysis, because they could easily have said, no one makes... No one grows, can't you wide your hands? I know it's a covered hit. Hey, is that maybe conscious or subconscious? I sure? Does that matter? I'm not sure. So... Someone telling me what this is. What is it? Have you know? It's just a And you know that's what does. What's her brand name? Is there anyone in here that thinks this is something other than this other? How many of the names of McDonald's? Is it safe, huh? Can I tell you? So Because. we got a friend and associate in our mind with what? Y had an arches Okay, so.'all read an Arches, did you say? Okay, so... Who's that about what we call? How do you know? There are no arches. Of course. Paul. Very normally, like, on the side of the highway. And it's on the ground. It's a very professional, uh, I... So is this a matter of us becoming conditions of? Yeah. We do this because they want us to, yeah. We do this easily known. We do this because we've been exposed to how many party messages from McDonald. So every single market message you have ever made, that government. please come in. How about this? What does that say? What? Um, I don't see a roll. I don't know this answer, I don't know, New York. Have you heard people sing? It's our commercials about it. and staying out of New York, he said, I heart. I was thinking of T shirt go you t-shirts. And buttons and all kinds of things. Just because we have a prayer with this. We know what just means to pay someone, somewhere. It's happened to understand what this says when he doesn't actually say it. I have a misunderstand what that means for you. is a little swimmer of yellow on red. That will. As I say, McDonald's, doesn't have a picture anymore. or dream. anything else? What is this? This is not our best known brands in the world, we know this. So that was a pairot there. Nothing. wasair, right? They wouldn't say anything in relation to me. Something to be associated with a brain. So, it happened, it was a little bit for you. Apple has involved. Check out the paper of the Apple computerut photo over there. the rainbow back77. Okay, 2001, 2007, I'm not sure what's martial across there. I goes back in class. It's very consistent. So figurative and mineral... But I have, yeah, and those education. I notice sorry now. All around the world. People... have been ever being... trained, maybe trains go away. They become so rare with some approaches that don't really have images when we would normally think about them. They don't really have any sort of investing in terms of words. But they have Me, at a glance. And most of the I are, uh, the most sent out messaging, decided to be made something at a glance. So look at the top of Brad. Also, what was the top left in there? What is that? What is the top of the energy, then? Probably Indian restaurant. How about the next one next to that? Tell mean that something's to the left, right? How about more than the burger? What's that? What is it?. How days and there's a. It's a simple, you can be able to learn relation. Well, that is a question mark. So you might sit on our website here person by something. Did you know print that? Do you have a question or something? And you were. You wonder there, you're going to, uh, a shopping car. I'm go there, I personally, excellent, yours, start there, and then we have, what's the next red pile? You know what that come from? American Air Force? Yeah, very... Very, very close, which I assume, you know, it becomes Saddam's table first day. You're skiing, you see that on the side of the house, on that table. perfect, right? Now there are many of symbols like this. All designed to communicate something, elegant. Well, these get no more reminded, sure. Remember the progression that the apple opened up with that crew and sketch thing, the polished image of the apple that hasn't done. We'll be seeing various stories, but some of what, for the rest of our lives, as the idea is to communicate as quickly and effectively, and simplistically, as possible. So, you know, think a little bit about the process of learning stuff. I mean, you're all good, it's kind of, yeah, yeah, yeah, yeah, it's the road, it's the current change. thought process is RBP. As a result, I reinforced experiment. So what is it? Hey, well, how consumers process information haven't been affected? specifically... There's something called a cognitive theory... kind of theory to use. starting as a rational haitation of knowledge. You learn things, you rationally, make through half worlds, fireworks a certain way. focuses on how consumers actively process information. what you do with that information. So, here, in a situation where you're trying to teach someone, you believe that the cognitive theory is a way to go. We were trying to get in reaching you, receive certain information, story, processing, Juggle around and come out the other end of that experience add a certain open believe or semi fix that your brother ser. Any other condition you do. Conditioning drives on repetitive exposure and reinforcement, to create individual responses. I mean, you've heard, have it off to go. I God exactly the conditioning period. Who has not heard that well, though?. So who can who wants to explain what Um, basically, I love, um, ISIS. Okay, I can write goodness you stand up. All right. So, at all, the scientist, and you end experiment with dogs, every time you read them, you ring a bell. You started just, and you exceeded, they salidated or not. They would start associating the bell ring with food, so it was out there, even if there was no food, secondary, remember that. Oh, that's a, we're gonna take a break, prescription. I love, uh, in addition, here in the Navy, it's a primary dog, but... We're keeping it off, and we second... president. That is amusing fish. What's going down? Okay, consumer recession process, 'cause we kind of go through... There are things that affect how we receive these messages, how we understand, if we understand, if we agree with them, we're likely to take them, if we accept them, Take out, I'll give this to you guys. you talk about this stuff. But your process, uh, preceding information as a consumer, is impacted by these 5 daughter, uh, physical death. Physiological screens, which is sensory, spending on psychological screens, emotions that you want. permission, just basic aware or true, or wherever there's other ways. You may have pre-existing thoughts of the resources, right, things you may not. And then medical files. remember, why don do you go about this? What have you heard about? What do you heard about people? What are your own specific needs and wants? So I'm going to, I'll make sure that this is the next slide that, uh, savings, uh, but I think we go far after day we'll finish this up. No way.