Dive into the integration of Media
This week we learned about the how the different forms of media integrate together. First, we discussed about the “elaboration likelihood model’. It refers to how likely are we to do all these thinking and how hard you are going to think about what you read, see, or hear. Let’s get more in depth with elaboration likelihood model. Elaboration Likelihood Model is about how people think in terms of central cues( thinking hard) or peripheral cues ( influenced by others). If someone’s decision was based off what others like, then that person is processing information using via peripheral cues. For example, which type of advertising does consumers recall more? It’s definitely the ones that are more entertaining and ones that are less irritating. Same rule applies to both traditional media and digital media. Typically, consumers may get bothered by watching some of the commercials on the TV. Similarly, as consumers, we get annoyed by these banner ads on the computer screen.
Whether is using our smartphones, tablets, or laptops, often times we would just browse through lots of information very quickly, because we get to choose which type of information we want to consume. In addition, many of us multitask, such as replying to messages on our phones while working on a research paper. We interact with various forms of media all the time. Therefore, marketers should pursue integrated cross channel strategy to advertise more effectively. Consumers process the information differently on different mediums of advertising.