Essays on Visual Language Global Communication for The 21st Century Assignment

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  The paper "Visual Language Global Communication for The 21st Century" is a wonderful example of a Marketing Assignment. Over the years, the manner in which marketers engage with existing and potential customers has significantly changed as a result of various demands that have hit varying market places. This has led to the innovation of various approaches that are meant to bring the expectations of the marketer to life while efficiently and conveniently catering for the needs of the customer (Egan, 2007). The consumer wants to have as much information as possible and this information must make sense to him besides promising and to some extent attempting to deliver the product as described in that message.

This discussion thus focuses on various aspects of marketing communication in relation to their effects on both the marketer and the client. What is Cognitive Approach in Marketing Communication? The cognitive approach as seen through modern-day market communication may be explained from looking at it as a process that tends to combine the physical, social and cultural aspects of a given environment and combines these phases with the emotional part of human being to conjure out a message that may be said to be of essence in marketing.

In other words, cognition is looked at as an approach through which action is taken once a given challenge has been established (Gick & Lockhart, 1995). From this explanation, it can be deduced that emphasis has been given to the importance of taking the situation at hand into consideration and thoroughly interrogating before coming up with the best methodology through which communication is to be done. This brings about the importance of expecting feedback.

It is noted that the process of getting feedback may sometimes be complex and it is thus at this point where the marketer must ensure that he is able to make the consumer understand the products he wishes to sell (Horn, 1998). It is argued that the cognitive process introduces new knowledge by engaging in elements that might not have been previously recognized (Hurley, 1998). This is achieved when the marketer puts out a message that the consumer analyses by looking at the pro and cons of the product in question and then gives feedback to the marketer hence giving new insights into the process.

Cognition approach has also been looked at in relation to the processes of value creation, scaffolding, imagination and materialization processes all of which are useful in the development of a comprehensive communication process (Kristensen, 2006). To demonstrate this situation, we may take the case of Australian Broadcasting Corporation (ABC TV) which has continued to campaign for sits programs through the internet. Here, the cognitive approach has been used in the sense that the organization has realized the diversity of its consumers and has thus sought to explore alternative ways of reaching them.

In doing so, the organization has utilized the internet to help in reaching a larger number of consumers. The message has been enhanced by the use of video clips that give highlights on the various programs that are aired and further enhanced by the use of a descriptive message that offers insight into what the program is all about. For instance, by highlighting the comedy show Laid, an accompanying message that indicates Roo’ s decision to have sex with Marcus has been put across.

The design of such a message is in recognition of the fact that in one way or the other it may appeal to a number of consumers who will be interested and may, in the long run, watch the program. The creation of a feedback forum by allowing people to leave comments on the websites makes the cognition approach a complete communication process.

References

Clark, A. (2001). Mindware an Introduction to the Philosophy of Cognitive Science. New York:

Oxford

Egan,J.(2007)Market Communications. New York: Cengage Learning EMEA

Gick, M. & Lockhart R.S. (1995) Cognitive and Affective Components of Insight The Nature

of Insight .Cambridge Massachusetts: MIT Press

Horn, R., E. (1998) Visual Language Global Communication for The 21st Century

Bainbridge Island, Washington: Macro VU, Inc

Hurley, S. (1998) Cognition in Action Cambridge. Boston, Massachusetts: Harvard University

Press

Kristensen, T (2004) The Physical Context of Creativity and Innovation Management. New

York: Cengage Learning EMEA

Kristensen,T (2006) A Cognitive Creative Approach to Marketing Management. New

York: Cengage Learning EMEA

Kitchen,P.J (1999). Marketing Communication: Principles and Practice. New

York: Cengage Learning EMEA

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