Discuss about ABC TV professional communication………………….
Operant condition in marketing communication refers to the learning process by which the consequences of a response affect the likelihood that the response will occur in the future. It is an aspect of stimulus response pattern that when reinforced will condition the individual response to a desired behavior (Hardley, 2011). The response of an individual is likely to be affected by positive reinforcement (reward) or negative reinforcement (punishment).Buying of a company’s product is the behavior that every firm would like to teach consumers. An example reinforcement is sales promotion incentive that firms do provide. The idea behind the concept of operant conditioning in marketing is to entice the consumer to try his or her product first, in the hope that the consumer will like what they try. It is then hoped that the consumer will repeatedly purchase the product over a long period of time (Venkatesh, Thong, 2012). To achieve this, the marketer can distribute free sample, or discount coupons offering the product at a reduced price than the normal price of the product. The type of operant conditioning applied will depend on the nature of the product being marketed. For example, it would not be feasible for a vehicle manufacturer to give away cars, in the hope that they will stimulate sales output. On the other hand a company specializing in dishwashing detergent, for example, could use operant conditioning to great effect as they are able to distribute free sample in small cost effective packages to customers. Overall, operant conditioning is a voluntary response that precedes the stimulus and reinforcement. This implies that the consumer behaviors are altered to be desirable or undesirable through reinforcements, punishments and extinctions.
Operant conditioning can be applied to our brand ABC to alter consumer behavior so that they can watch and buy our products. ABC TV carries out advertisement of various products both in their websites and in the TV broadcasts. By doing this they entice different firms to advertise their products in the ABC TV due to the various advertisement avenues it uses. Our customers can also be given discounted advertising rates; the discounted advertisement rates will encourage the customers to buy ABC TV products. ABC TV can arrange its shows in such away that each of these shows targets a particular market segment. Firms will therefore be encouraged to carry out their advertisements in ABC TV at the specific times when the shows that target their market groups are being aired. ABC TV can also engage in educating its viewers regarding different aspects of its programs. People will therefore learn and change their attitude in favor of ABC TV hence enhance its sales in the market. Education of its current and potential customers is always done through its website, shows, Facebook, or twitter or any other avenue which might be deemed fit at any given period and place.ABC TV also give some free sample to its clients, for example in their website there is an advertisement which reads, “Download the ABC player app to watch your favorite ABC shows for free on ipad or iphone wherever and whenever you want to watch” (ABC.com, 2012).
LEARNIG AS ATHEORY OF CONSUMER BEHAVIOR
In consumer theory of behavior learning can be defined as the process through which an individual’s behavior changes. The individual behavior can change as a result of experience or getting new ideas (Eva, et al, 2011). Learning in most cases is caused by changes in individual’s behavior arising from experience or gain of new knowledge. Through learning individuals will get new ideas about specific things around them. The new ideas they get will either impact negatively or positively in their lives. The knowledge or aspects that an individual learn will influence his or her way of living in a particular way. Individuals can change their eating habit or their style of dressing as a result of learning, this will eventually change their taste and preference for certain products hence they can a abandon the goods and services that they have been using before the learning process and a instead start using new goods and services. Learning process can be achieved through different means. It can be achieved through education in schools or any other learning institutions where a person will be introduced to new ideas that will help change their perceptions. Companies can also engage in educating the public about their new products, uses of their products and the benefits of using their products as compared to other similar products which could either be from their competitors. This is because through learning people will acquire certain beliefs and attitudes that will eventually determine their behavior as consumers. The change in consumer’s belief as a result of learning will make them to change their preference for certain products, hence a change in their buying behavior. The process of learning can also help to reinforce a certain trait in consumers mind. Reinforcement will therefore occur in a learning process when the consumer’s response is followed by satisfaction of his or her wants. Learning is a significance theory to ABC TV because it helps in building the demand of ABC TV by associating it with some drives, using motivating cues and providing positive reinforcement. Two of the major learning theories that can be used by the ABC TV are the classical conditioning or operant conditioning. ABC TV uses marketing communications to promote learning through various ways. ABC TV has a series of TV shows programs. The different TV shows can be used to promote learning to the viewers of these shows. The shows which they broadcast at any given time will promote learning in certain direction that will ensure that ABC TV sales are promoted. The shows will also target different market segments hence the attitude of the viewers regarding ABC TV can be altered in favor of ABC TV using these shows. ABC TV is also engaged with its clients in discussion through web based channels. It is through these sites that the ABC TV passes some new information regarding ABC TV to viewers. The viewers will therefore gain knowledge through the messages conveyed using these web based sites. The most common web based sites used by ABC TV are Facebook and Twitter.
Social media is a means of communication where the information is passed through web based sites that are usually viewed and used by large groups of people. Social media has become a platform that can be easily accessed by a large population group who has access to internet services. Social media increases the level of communication for organizations or individuals (Young, 2007). The increased communication for organization will help foster brand awareness and also improve the level of customer’s satisfaction (Krishna, Vilakshan, 2011). Social media as a means of communication is relatively cheap as compared to other means of communication; this can explain why it is nowadays being employed by a number of organizations who wants to create awareness of their products in the market. Hence it has become a common platform for organizations or individuals to implement their marketing or awareness campaigns. Social media has various avenues that can be used by any individual or organization for communication. Some of the common social media outlets are social networking sites, blogs and cell phones. The networking sites are commonly used by those who have access to internet. During this age, many people do have access to internet and majority of them do visit several social media sites, this makes it an important avenue for companies to market their products and services, as they are well assured that the message will reach a large number of people at considerably low cost. Facebook, twitter, YouTube, and LinkedIn are some of the popular web based means of social media. People of different cultures, background and values regularly interact with one another through the use of these sites. This has necessitated companies to use the above sites in order to reach their targeted customers. The ABC TV has employed the use of social media in the various initiatives that it undertakes. It has used the social media as a means of communication to its target market, the current and the potential customers. The messages that the ABC TV conveys to the existing and potential customers ranges from its prices, discounts, activities, shows, events, news, weather forecasts and all other types of information which might be relevant and necessary to its clients at any given time and place. Through these messages consumers are informed of the programs that ABC TV are currently having, the timing of different programmes, for example the family shows, the sports news, advertisements or any other major event like breaking news. ABC TV also uses the social media to gather some vital information from its clients that will help in improving or redesigning its programs in order to satisfy the customers need. The messages which the ABC TV communicates through social media are of significance importance. It helps as a marketing tool by reaching different people across the globe. It also helps to tighten the bond or relationship between ABC TV and its clients hence create loyalty among its customers. The messages also educate consumers about the ABC TV existence and its importance to the society and this helps to enhance its sales.
ABC.com (2012). The ABC TV website. Available on
http://abc.go.com/mobile/http://writemyassignments.org/order?lid=ABCCOMMenu&lpos=Mobile&lid=ABCCOMGlobalFooter&lpos=Mobile.Retrieved on may 4th, 2012.
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