annie
trust hierarchy
TRUST
5. advocacy
4. reputation
3. awareness
2. awareness
1. acknowledgment
BRICS
Brazil, Russia, India, China, South Africa
trust in latin america
LOW TRUST: similar values
- social relationships first and business after
- sharing values is most important
- assesses shared values and personal connection
trust in middle east
LOW; respect
- respect for their values
- research business partners reputations before working together
- positive info on partners must be verified
- assesses partners after engaging in a series of social activities to assess respect
trust in asia
HIGH; competency
- meets with partners to test competency
- seeks info on partners reputations
- engages in social relationship building activities
communication process
SENDER ------ encoded------ message----- channel -----decoded------- RECIEVER------- feedback
India number of languages
15
India caste system
social structure you are born into and can't leave
- brahmans
- Shudras
- Vaishyas
- Kshatriyas
direct advertising styles
- explicit
- more structured but tolerate humor
indirect advertising style
- implicit
- based on uniqueness
4 ad styles
1. appeals (motives and values)
2. communication styles (direct/indirect, explicit/implicit)
3. basic ad form (drama, entertainment, testimonials)
4. execution (what people are wearing, how/what they eat)
FCB grid high thinking involvement
informative
"thinker"
- learn feel do
FCB grid high feel involvement
affective
"feeler"
- feel learn, do
FCB grid low thinking involvement
habit formation
"doer"
- do, learn, feel
FCB grid low feeling involvement
self- satisfaction
"reactor"
- do, feel, learn
how advertising works
1. sales response
2. persuasion
3. involvement
4. awareness
5. emotions
6. likeability
7. symbolism
sales response
direct message with direct sales as objective
persuasion
short term shift of attitudes, buying intentions, and brand preference
awareness
awareness to differentiate similar brands- association, metaphors, humor
emotions
create a positive attitude and brand loyalty; emotional bond between consumers and brands
likeability
liking the ad will lead to liking the brand
symbolism
turn the brand into a symbol/code, helps distinguish the consumer from other consumers- culture specific
- (symbols reflect the culture)
responsibilities of PR
- create awareness and a positive image
- publicity
- media relations
- community relations
- plan events and meets
- have trainings