Communications_Situations

Communications Situations Subject area: Communication situation is the situation in which consumers receive information about products and services that has an impact on their behaviour (Neal 2004: 37). These information can be transmitted through the use of marketing communications, such as television , radio, direct mail, newspaper, flyers, internet – email, magazines. Television marketing is a non-personal mass media channel that transmits messages to reach a wide and often non-contiguous audience. The five decision areas in the creative side of marketing communication message execution are message storytelling, tone and style, words, pictures and consistency that can affect a consumer’s awareness (Duncan 2005: 308). After understanding the television commercial message, a consumer undergoes the consumer decision process and decision on his/her lifestyle. Research: In terms of television marketing, the message storytelling, seek to bring a big idea alive in an attention-getting and memorable advertisement. The example of news announcement uses a straightforward, factual presentation and emphasises an appeal to reason the usefulness for new and existing products (Duncan 2005:309). The example of Oral-B toothbrush and toothpaste in the television commercial uses a professional dentist to make the announcement of their products to produce informative and persuasive appeals to target the audiences. A clever slogan used by Oral-B consumer, television, message, media, decision, products, marketing, lifestyle, influence, factors, advertisement, process, information, consistency, brand, behaviour, awareness, about, words, towards, tone, target, style, storytelling, slogan, services, reach, planning, pictures, perception, oral-b, objectives, memorable