tailieunhanh - JAMES MURDOCH MARKETING SOCIETY LEATURE

Advantages that the audience identifies, which may or may not be directly associated with a behavior. These can be framed as the positive results, feelings, attributes, and so forth that the audience will obtain from the desired behavior change. Benefits are what you offer to the audience in exchange for the new behavior and can be thought of as “what’s in it for them.” (See Exchange.) For example, mothers (audience) will create a loving bond with their newborns (benefit) when they breastfeed for at least six weeks (behavior) | James Murdoch Marketing Society Lecture 24 April 2008 . . . . . . Your Compass in a Changing World I. Thanks Chris. Good evening everyone and thanks very much for inviting me here. Marketing to today s consumer is a hard business. Audiences are fragmented. People have no time to listen. They re cynical media-savvy and more clued up than ever. Long gone are the days of Thomas Jefferson who once observed that advertising was the only bit of a newspaper you could trust. There is some basis to all of the pessimistic talk we hear about marketing and advertising. And I m definitely not here this evening to reveal the answer to it all. I ve made more than my share of terrible decisions in marketing and I ve been talked into or talked myself into some truly awful work. I often ask myself why for example - and I apologize to my colleagues in the room who were involved - we once used a talking dog talking to a talking duck to explain to people how they could use their Sky remote control more effectively. But amidst the accumulated flotsam of any large company s marketing history I do hope we ve learned some things about what works at News Corporation and at Sky - and perhaps what might work for you. Not so much about marketing tools and techniques -that s not what I d like to talk about tonight you re more expert than anyone at that. 1 Instead I d like to say something about the ideas we wrestle with and the problems we encounter. How we try to understand some of the really fundamental - indeed revolutionary - changes in global society that are happening now and how they relate to our business - the business of media the business of ideas - and yours. We live in societies that are more connected than ever before. That makes marketing and brand communications more challenging - that s true. But my belief is that if you grapple with those changes for long enough until you really get them if you develop an internal compass to steer your marketing and communications - then you .