Class materials – Week 5

china digital

Under ISA materials, you can now download:

  • the presentation by this week’s guest speaker Ruth Arban from the advertising agency Y&R Italy;
  • the presentation by this week’s guest speaker Guido Ghedin from the agency Young Digitals;
  • the presentation of the last topic of our course, International Branding and Communication with a focus on the Chinese market;
  • some info about EXPERIOR project presentation and next steps we discussed in class today.

Next week on Thursday 4 May, we’ll have:

  1. the last groups’ WIP presentations (all groups should send both their presentations by mail);
  2. course recap for the exam;
  3. Q&A about EXPERIOR presentation on Friday 5 May.

Free access to databases about China by 31 MAY

ChineseInsight_Masthead_Web
Until 31 May two full-text EBSCO databases are available for trial to Ca’ Foscari users:
Students working on theses about the Chinese market can find many valuable references, don’t miss this chance!

For more info:

When the Name Game Gets Serious in China

SHANGHAI, China — It’s not easy getting a brand’s Chinese name right. Airbnb learned that the hard way, when the home-sharing service announced it would go by the name “Aibiying” (爱彼迎) in China. The Chinese name translates as “welcome each other with love,” an attempt to convey Airbnb’s mission and philosophy of bringing together people from all around the world. But many Chinese consumers think it sounds awkward, and that it isn’t easily understood.

“It’s important for [foreign] brands to have a proper [Chinese] name, as that’s how they make their first impression on consumers. Chinese people have traditionally placed a great emphasis on names, as they believe a good name can lead to good fortunes,” says Yiling Pan, luxury business and fashion reporter at Jing Daily.

But given the complexity and uniqueness of the Chinese language, and that the name has to be legally available as a trademark, this is no easy feat. “It’s often the case that when [foreign] brands find a good Chinese name, they realise that it has already been taken by domestic Chinese groups or individuals,” says Zara Hoffman, associate publisher at Jing Daily.

Many Chinese consumers casually and comfortably use the original brand names for fashion and luxury brands. But there are also a great number of Chinese consumers who don’t speak foreign languages well enough to pronounce a foreign brand name in its original form.

Typically, there are four ways foreign brand names get interpreted. The most common is transliteration, especially beauty and jewellery brands. For example, the four characters of Estée Lauder’s Chinese name “Yashilandai”(雅诗兰黛) mean elegance, poetry, orchid and cosmetics. Another way is through literal translation. Swiss watch brand IWC’s Chinese brand name “Wanguobiao” (万国表) literally means “watch of ten thousand countries”. Sometimes, a more liberal translation is used in pharmaceutical and technology brands. Canon’s Chinese name “Jianeng” (佳能) both resembles its English pronunciation and represents the brand’s good quality (佳) and functionality (能).

The last way, which is also the most challenging and difficult, combines two or three methods at the same time. “Aimashi” (爱马仕), sounds similar to Hermès and it means equestrian enthusiast. Vetements presented its Chinese name as “Weitemeng”(维特萌), meaning “unique, special and cute” which has been very well received as a more contemporary interpretation.

However, sometimes Western brands inadvertently choose Chinese names that have a negative connotation, something that could have an adverse impact on their businesses.

Pan cites the example of Bottega Veneta, which changed its official Chinese name in 2013 to “Baodiejia” (葆蝶家) because its initial translation “Baotijia” (宝缇嘉) was already registered in the mainland. The new name immediately prompted public backlash for having a negative connotation that could mean “a steep drop in price.” Experts said it did not match the Italian brand’s high-end image. As a result, Bottega Veneta stopped using the Chinese name on its official Chinese website and its social media channels like WeChat and Weibo.

Some luxury brands have refrained from rebranding their names in China entirely, out of a desire to present a unified brand image. Other global companies with short names, such as Gap, expect Chinese consumers to learn their Western names. Simultaneously, as more Chinese brands go global, they are also thinking about names that work internationally. Mobile social app Weixin rebranded itself as WeChat in 2012, for example.

“For fashion brands, they have to really understand who their target audience is when naming their brands. That said, the role of Chinese millennials [is also important]. As a unique demographic shaping the country’s fashion industry, brands cannot afford to ignore their linguistic habits, preferences and interests if they hope to do business with them,” says Pan.

Receiver’s Response

The purpose of this article is to analyze the Receiver’s response that is to say the stages of the receiver’s reaction toward the promotional activity by the sender, in this case, by Active Languages. To describe the stages a consumer pass through in moving towards a specific behavior, we can use different models. Each model can be reduced to three broad stages: Cognitive, Affective and Behavioral. The first stage, Cognitive stage, is the stage related to awareness or learning. In this step, the consumer becomes aware of the brand and its services. The second stage is Affective and is related to feeling, interest or desire. The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle. He develops a favorable disposition toward the brand. At the end, there is the Behavioral stage which is related to Action and during which the consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
In the case of Active Languages, since they especially use Personal Selling to promote their services, we used AIDA model to explain the Receiver’s response. As the AIDA model suggests, a promotion to be effective has to attract Attention, secure Interest, build Desire for the product and obtain Action. The effectiveness of promotion depends upon to what extent the advertising message is received and accepted by the target audience.
The first moment of AIDA model is Attention and belongs to Cognitive moment.This is a crucial phase because only if the consumer is aware of the existence of the service he will consider purchasing it. Senders can grab consumers’ attention through different channels and in the particular case of Active Languages, they use personal selling that is to say mails, calls and meetings but also brochures and leaflets to show their offers.

The second stage is the “interest” stage. Once the consumer is aware of the service, the next challenge for the sender is to establish the need of their product in their mind and get them interested enough to desire to purchase it. This is a crucial phase, since awareness of a product does not always mean interest in the product. The one key way Active Languages generates interest in its services is contacting personally the potential clients, meeting with them to describe them its high quality services, its advantages and benefits.

The next stage is the “desire” stage. At this point the consumer has hopefully developed a favorable disposition towards the company, and their interest for the service offered has become a need. In the particular case of Active Languages, after the company has met the potential costumers to describe its offering, most of them express their desire for their specific services. Therefore, we may say that this first meeting is successful in establishing a desire for the services in the mind of the consumer.

Once the sender has attracted consumers’ attention and built their desire, consumers will form a purchase intention, shop around, engage in trial or make a purchase.

In the case of Active Languages, companies usually call them back to fix an appointment and later sign a short or a long term contract. In general, 80% of the companies Active Languages work with become loyal customers.

Referring to the learning model we used, we used the Foote, Cone and Belding model, which is based on a chart dividing 4 types of learning processes. These four types of learning processes are characterized by two dimensions: apprehension and implication. Regarding the implication, a customer can have a high involvement or a low involvement in the obtaining of the service offered. In the case of Active Language, we can identify that both groups of customers, privates and companies, have a high involvement in obtaining this specific service. In the other hand, the apprehension refers to the mode the customers perceive the reality, which can be an intellectual apprehension or an emotional apprehension. This is the dimension where we can distinguish both groups of customers.

This system of learning processes is also characterized by three phases of the customers’ attitude: cognition (referring to the learning part), affectivity (referring to the feeling part) and behavior (referring to the action part).

If we talk about the potential customers as companies, we can award them to the first group: with high involvement and an intellectual apprehension; this means that the companies are “thinkers” and in a learning category. The important thing is to be economic, first learn about the service offered and then, once the customer has enough information, purchase it. It’s not a spontaneous action, but a wisely though one. The companies see this service more as a need than a “want”. The process would start with the learning phase, after the feeling phase and at the end, the action phase.

Regarding the privates we still talk about high involvement but in this case led by emotions. So now we refer to our consumer as “the feeler” since what leads them to buy a particular product or in the case of Active Languages, a service is if this one makes them feel good or not. The sequence defining the purchase process followed by the privates is “Feel, Do, Learn”, according to which first the consumer “feels” so has some sensations about the service; then they “do”, so they use the service, they begin to be confident with it; finally they “learn”, so they understand if this service really makes them feel good, if it is actually suitable to what they are looking for. Thus, this process is more spontaneous compared to the one the companies go through as they are guided by material needs and not by emotions.
Speaking of the advertising strategy for this category tends to focus on visual and emotional appeals. Above all, that means highly interactive websites and brochures.​

After our analysis, we have come up with some suggestions to be adopted in the advertising campaign. So having realized that Active Languages have two categories of consumers very different between each other, the company should develop two different kind of advertising strategies: one focused on the business needs required by the companies, for example by using more professional brochures and providing detailed information for each particular service and one aiming at raising emotions in consumers such as the privates that could be children, parents, students, ect., by using catchy, funny and colourful brochures in order to impact positively on their feelings.
Moreover, the website should also be more differentiated and concise in describing the services offered as the social media should be more consistent with the company’s activities and more focused on promoting them.

Have a look at our PPT about the Receiver’s Response Analysis: Receiver’s Response

 

EXPERIOR Final presentation – 5 May 2PM

experior

The final presentation of 2016/17 Experior project will be on Friday 5 May at 2PM at the Department of Management of Ca’ Foscari University of Venice.

After 10 week-work on branding and communication strategies, 12 groups of students will present their final proposals to the firms Fish & Friends and Active Languages, just like in an advertising pitch.

Come to find out more about the project!

Receiver’s response – Fish&Friends

The Response Hierarchy Model that best fits with Fish&Friends’ products is the Innovation Adoption Model. It shows the stages a consumer passes through in adopting a new product or service and Fish&Friends offers a new typology of products, absent in the market until now. The challenge is to create awareness and interest among consumers and try to convince them to evaluate the products favourably.

Inn adoption model

Awareness. In this phase the potential consumer is simply aware the new product exists and this awareness is driven by sources outside the community and by tacit source of information. It is a very passive stage.  Continue reading

Looking forward the funnel

Dear all,

 

We’ve recently found this article that talks about a more sophisticated approach that is required to help marketers navigate in the consumer’s environment, which is less linear and more complicated than the funnel suggests.

“Marketing has always sought those moments, or touch points when consumers are open to influence.

Developing a deep knowledge of how consumers make decisions is the first step. For most marketers, the difficult part is focusing strategies and spending on the most influential touch points.

To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands.

The shift in consumer decision making means that marketers need to adjust their spending and to view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions.”

Here you can find the full article.

Alfa Experior

Fish&Friends – Receiver’s Response Model and Learning Mode

Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.

From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.

This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.

Fish&Friends InnoVE 21.04 (1)Fish&Friends InnoVE 21.04 (2)

 

However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.

In other social media advertising, such as the following post on Instagram,

Fish&Friends InnoVE 21.04 (3)

it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.

Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.

 

On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:

Fish&Friends InnoVE 21.04 (4)

Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?

If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!

Fish & Friends – InnoVE

InnoVE

CAN Pepsi rise after the fail?

How can Pepsi get back together after its commercial fail featuring Kendall Jenner?

Creatives Sai He and Will Hammack (both working at San Francisco DDB adv agency) have come up with a plan: #PepsiCAN. It is a play on words that combines the well known and loved Obama slogan “Yes, we can” with the actual Pepsi can, but with the intent to materially make a difference.

Their idea is aimed at diversifying the brand from those ones who claim to take strong positions, especially in social fields, but only end up in sharing generic messages. These, in fact, mainly focus on following a certain tendency rather than actually doing something concrete for the supported cause.

#PepsiCAN campaign would help the company to fight on the battlefield where it was “defeated” by the web and socials, through the change of its image: its logo. Inspired by the previous #SaiItWithPepsi campaign, where the brand had already edited its logo with emojis, the two creators chose four designs that represent nowadays burning topics (LGBTQ rights, the Black Lives Matter movement, women’s rights and the NoDAPL effort to stop the building of the Dakota Access Pipeline). For each logo, a colour represents its specific cause, while maintaining loyalty to the original logo.

Watch #PepsiCAN video here

Would Pepsi really be interested in understanding and accepting such project? Will it truly embrace such causes and listen to people who are fighting for them?

The project is certainly ambitious and also very interesting, as it would give the opportunity to a company known worldwide to approach the community and various groups of people, working with the new generations to create something good and, above all, concrete. If this became a shared movement by everyone, driven by collective action, it would surely push the brand towards the right direction.

By team Around The World

In-Store Promotion is NOT Dead!

It is certainly hard to see a bright future for traditional in-store promotion such as “Buy one, get one for free” campaigns that were so popular by the end of the last century, but by now have lost almost all of their appeal. Colorful packaging and eye-catching signs seem to become invisible at the tired consumer’s eyes. Everyday companies try harder  to impress the consumer, but what most of them fail to understand is that their strategy can no longer be only visual, they need  to turn EMOTIONAL.

Let’s see 4 successful in-store campaigns that managed to get the attention world-wide. Continue reading