Practice and Modeling of Advertising Communication Strategy: Sender-Driven and Receiver-Driven

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Author(s): Yoji Kawamura (Kindai University, Japan)
Copyright: 2018
Pages: 22
Source title: Content Generation Through Narrative Communication and Simulation
Source Author(s)/Editor(s): Takashi Ogata (Iwate Prefectural University, Japan)and Shin Asakawa (Tokyo Woman’s Christian University, Japan)
DOI: 10.4018/978-1-5225-4775-4.ch013

Keywords: Digital Communications / Information Science Reference / Media & Communications

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Abstract

Toward the building of a social/consumption simulation model, the objectives of this chapter are to understand in detail the practice of advertising communication through a framework aiming at quantification, to elucidate the goals and techniques of advertising communication, and to create a model for advertising communication strategies. First, the advertising communications goals, the advertising communications techniques, the motivations to become involved, and the consumer-generated contents are categorized. Next, the relationships between these categorized items are identified. Finally, the typical advertising communications strategies are identified and organized into three types models (two types of sender-driven strategies and one type of receiver-driven strategy). These models can be utilized to establish strategic rules for social simulations that include both senders and receivers of advertising.

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Practice and Modeling of Advertising Communication Strategy: Sender-Driven and Receiver-Driven

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