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CSR communications

2019-07-02 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- CSR communications,供大家参考学习,这篇论文讨论了CRS沟通。客户会对更好的CSR沟通表现出积极的反应。同时,通过调整广告的形式,顾客的怀疑也会发生变化,从而影响消费者的行为。这些有效的CSR沟通可以让客户少一些怀疑,改变消费者的消费行为,最终对公司的发展产生良好的影响。

CSR communication,CRS沟通,assignment代写,paper代写,美国作业代写

The article illustrates the roles of advertisements, which is used to show the business CSR to the public, in promoting corporate performance, and whether these promotions can lead to positive changes in customer behaviors. The conclusion is that customers will show a positive response on the better CSR communication. Meanwhile, by adjusting the form of advertising, customer suspicion will also change, which can affect consumer behaviors. In other words, these effective CSR communications can make customers less suspicious and change the consumer's consumption behaviors, finally, have a good impact on the development of the company.

Point 1 and Associated Research 1

Firstly, the proper CRS behavior is a consumer's requirement for the company and the good CSR activities will make customers more satisfied with the business. Starbucks is a typical example of valuing CSR behaviors. It focuses on environmental protection and sustainability. At the same time, it supports Ethos Water, providing clean water to more than one billion people. Starbucks target customers are young people who care about the whole society and the environment. As a result, Starbucks’ CSR behaviors are consistent with customer expectations; hence, customers are more willing to spend at Starbucks.

Point 2 and Associated Research 2

Secondly, the credibility of CRS advertising can also cause consumer suspicion and a high degree of suspicion can have a negative impact on consumer behaviors. Furthermore, the article also suggests that highly educated people are easily to get skeptical, because they have more knowledge and they are easy to find loopholes in advertising. In order to convince the customers, the advertisement should have a concrete claim and an image. Starbucks’ ads in the media are accompanied by images and specific data, as well as data sources that can be queried. This makes customers trust Starbucks more, which can enable people to have better impressions. The changes on values can promote the changes on consumption behaviors.

Case Study 1

The first case is giving the participants clear or vague slogans and pictures or no pictures randomly. The result shows ads without images are ineffective and can be rejected or skipped. Credible information makes it easy for consumers to accept. Moreover, the first case also confirms that people with deep suspicions would reject advertisements, because they could not trust the information in the ads.

Case Study 2

Similar to case 1, case 2 also focuses on the changes of participants' consumer behaviors triggered by advertising of a fictional clothing company. The second case measures the visualization of the ads. Highly visible ads can give people more information and a good impact on the company's images. However, the failures on trait visibility can lead to the failures on claim visualization. Doubts can cause viewers to fail to receive information accurately.

Discussion

Point 1 and Associated Research 1

In the discussion, the article highlights the effects of concrete claims and pictures in reducing suspicion. Then, another two points are proposed. First of all, doubts will limit the promotion of the company, so that the company's promotion scope is just aimed at eliminating doubts. For instance, some management companies need to promote the stars or other celebrities, but when they have negative rumors or news, the company can only focus on explaining or refuting these things to the audience, and thus unable to advertise other aspects. After they explain these things, viewers or the media will raise other new questions, so the management firms will get caught in a vicious cycle. The stars or the celebrities will also be obsessed with negative images, which would lead to changes on public opinions, thus making sales the stars' works including films or TV plays decline.

Point 2 and Associated Research 2

In addition, the positive significance of skepticism is pointed out. Suspicion makes it easier for companies to determine the focus of the advertising. Microsoft is taken as an example. It encourages employees to participate in non-profit organizations’ fundraising activities, and then, Microsoft's ads called that they have raised more than $1 billion for other organizations. This data and conclusion are subject to many questions and has an impact on Microsoft's corporate image. Faced to this situation, Microsoft only needs to disclose this part of financial statements and respond to the doubts. This will not only solve the problem, but also greatly enhance its images. This will affect the consumer psychology and other social factors, which can affect customer behaviors. In this case, the market seems to provide the company with work content, and consumer skepticism gives the company's advertising focus. Companies can succeed simply by addressing consumers' doubts. This reduces the cost of searching market information.

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