Wednesday, 29 March 2017
Task 1d)
Task 1d)
Read, highlight and annotate the ident brief from the CTK
client. Examine and explain in a blog post the type, its nature and demand
implicit in the brief
For our brief that we was set from a client called David Priest
for Christ the King. We had to produce an idea that was suitable for children
between 15-19yeard for both gender from SE London. One of our task was read the
brief and highlight annotate the important parts of the brief. As reading the brief
I found out the type of brief I was reading such has informal brief which this
when all the rules and regulation are set in the brief is usually a contact
that the requirements have to follow. In
this brief it tells you all the information need to produce the product
successful. It is important that both companies agree with the brief and
contact and know the terms and condition. In some brief the client would not
include legal contract and usually the client will have a group meeting the
company.
Another type of brief that was used in the brief is
Negotiation brief this when two or more company come together to discuss the
brief and the end product with the client and It is usually set in a meeting.
The two companies come together to discuss idea about the product you may have
disagreements during making and planning stage for example, the time length and season
idents we might want to negotiate this as if we used stock motion it would not look that good if longer so might negotiate down to 15 seconds .
Another type of brief we can say the client used in the brief is Commission Brief when a recognise company will commission an
independent company to make the product for them. [1]A larger company may go on
to be use the product for an external client who will pay the independent media
company for making the product and they could even get a cut of the royalties
too. The brief is not negotiated between the company and the client, however is
negotiated between the two media companies. This means that the company will
pay them to do it for them. For example client commission us to produce a
product for them.
Also reading the brief there is two ways that the brief is
set out such as nature which means the nature is what you expect of the product
such as the colour such as the logo has to be same to create brand loyalty,
target audience such as on the brief say 15-19 years old or both female and
male so it needs to suitable for both genders. In this example the nature is
objective for example the clients wants 4 suits of ident no more or less this
all the important factors. Also in each section they will have natures for
example, Task 3A the clients must have clear theme that will be clear and suitable
for children and to promote the college in positive way. Another nature is task
4A) as the client wants production portfolio such as, storyboard, location Reece,
health and safety assessment and crew roles and skills.
However there is another section that the brief is structure
such as demands which the are the journey of making product such as, budget,
time and location. For example the CTK brief the demands are the budget which
£50 and the location is at CTK College because promoting the college from
upcoming students that might be studying here .
Tuesday, 21 March 2017
1B&1C)100 on the types of Brief and the strengths and weaknesses of each type of brief
In this report I am going to be talking about different types a brief that a client can when starting a project. When a company is trying to produces a product for a specific target they will usually will set a brief for the requirements which has been set specifically set out into two section one of the is nature which means what the client expect of the product and the another section which is demand, this means the journey of making the product. There are many types of brief you can receive when working on a product such as, formal, informal, tender, competition, contractual, cooperative brief and negotiated brief.
Co-Operative Brief is when two or more parties company are hired by a client to working towards a brief to produces a product. A contact must be signed and set out as a large meeting between the client and 2 or more companies. For example here is an example, the brief is set out of two section nature and demands. The nature is what you expect of the product such as the colour, target audience, pace. In this example the nature is objective and sub heading work- through. However the demands are the journey of making product such as, budget, time and location. In this case the demands are the timeline and the criteria for success.
Negotiation brief is
when two or more company come together to discuss the brief and the end product
with the client and It is usually set in a meeting. The two companies come
together to discuss idea about the
product you may have disagreements during making and planning stage. If you negotiating with the client you must include in the contract or brief as evidence for the next meet the client has with the companies. For example in this brief is shows who working on the project and what they discussed in that meeting with all their notes and put in the contact for the next meeting. Another example our music video brief as a group we had to negotiated our idea such as, location, time and budget. The advantages of this you have more freedom with the product produces. However, the disadvantages are that they might a lot of disagreement. For our music video we used this brief as well by we had to negotiate with our client about the time and location which was a minor problem.
Co-Operative Brief is when two or more parties company are hired by a client to working towards a brief to produces a product. A contact must be signed and set out as a large meeting between the client and 2 or more companies. For example here is an example, the brief is set out of two section nature and demands. The nature is what you expect of the product such as the colour, target audience, pace. In this example the nature is objective and sub heading work- through. However the demands are the journey of making product such as, budget, time and location. In this case the demands are the timeline and the criteria for success.
product you may have disagreements during making and planning stage. If you negotiating with the client you must include in the contract or brief as evidence for the next meet the client has with the companies. For example in this brief is shows who working on the project and what they discussed in that meeting with all their notes and put in the contact for the next meeting. Another example our music video brief as a group we had to negotiated our idea such as, location, time and budget. The advantages of this you have more freedom with the product produces. However, the disadvantages are that they might a lot of disagreement. For our music video we used this brief as well by we had to negotiate with our client about the time and location which was a minor problem.
Another set of brief is formal this when all the rules and
regulation are set in the brief is usually a contact that the requirements have
to follow. In this brief it tells you
all the information need to produce the product successful. It is important
that both companies agree with the brief and contact and know the terms and
condition. In some brief the client would not include legal contract and
usually the client will have a group meeting the company. For example, In this brief it talks about all
rules and regulation of the product such as, the deadline and how to apply and
what you have to include. The advantages of this brief the layout and structure
is easy to read this means no confusion. Another advantage is that it has only
the information needed so there no need for any mistakes. However a disadvantage
is that is less control in the product making and planning, the contact will be
change so you have met the criteria.
Another set of brief is informal this when the client and
company works together to produces a product but, there no serious contract involves.
It is also set out as meeting the client and discussed what the client and you
want the product. An example of this is what we used for our Music video was
Informal Brief which is known as brief that involves the client and the you
discussing what the client wants this will be set out as a meeting. However, there is no example of this because it is not documented only just notes. The
advantages of this that there is more freedom in the brief for the you for
example, that your ideas can be change and can be develop at any stages.
However, the disadvantages is there’s no contract only visual contract which is
a problem as there no contact that has criteria they have to meet and there no
clear structure being made. For our music video we use this brief as there was
visual discussion and meeting with notes. In this meeting we discussed the idea
and finalise it.
Another type of brief is Competition brief this is when it open to all companies that what to get involved. This will be an opportunity to companies to bring out their creativeness and complete the brief to suitable standard, this will been seen and asses at the end by the client. Due to this the client will chose the best one and release to the audience. For example, in this brief is that has age range and has information who can get involved and the cost of the competition. The advantage of this is that you can get recognition of your work and get to meet people in the industry this means making connections. Another advantages is that you might get a prize such money if you win the brief. However, a disadvantages is that its time consuming and you put all your hard work and it does not get chosen there no prize. Another disadvantage is that location might be small so other student cannot apply if they do not live in that area or country.
Another type of brief is Competition brief this is when it open to all companies that what to get involved. This will be an opportunity to companies to bring out their creativeness and complete the brief to suitable standard, this will been seen and asses at the end by the client. Due to this the client will chose the best one and release to the audience. For example, in this brief is that has age range and has information who can get involved and the cost of the competition. The advantage of this is that you can get recognition of your work and get to meet people in the industry this means making connections. Another advantages is that you might get a prize such money if you win the brief. However, a disadvantages is that its time consuming and you put all your hard work and it does not get chosen there no prize. Another disadvantage is that location might be small so other student cannot apply if they do not live in that area or country.
Another type of brief is Commission Brief when a recognise
company will commission an independent company to make the product for them. [1]A
larger company may go on to be use the product for an external client who will
pay the independent media company for making the product and they could even
get a cut of the royalties too. The brief is not negotiated between the company
and the client, however is negotiated between the two media companies. This means
that the company will pay them to do it for them. The advantage is that the independent
company will have a chance to produces work that will be release to the public
so more recognition of their work also will get paid for doing the job. However,
the disadvantage is that that the large company might not have enough input in
the project and it can come out different from what they wanted. Another disadvantage
that they might have to share the profits between the other companies.
Another type of brief is Tender Brief is when a clients advertise the brief to companies and on that brief they will briefly tell the company what they expect and they want in their product. if the company is interested in the project then the company will have to send the client a proposal or pitch explaining what they are bring to the table. For example, in this brief it gives an overview about the company which is 'Belong To.' then goes to explain what the requirement are that we need to meet criteria. The advantages that has lots of ideas coming through to product this means more control over the idea by this can choose the idea. However, the disadvantages that the companies that applied for this job only one will get the job.
Another type of brief is contractual is an agreement that both parties signed in a contract and if the requirements break the rules in the contract such as, deadline you can be taken to court. In this brief there is terms and condition that the company have to read an signed in order to develop with process. For example, in this brief its talks about the agreement and gives all information needed to complete the task. The advantage is that company knows what they doing and what is expected of them also getting paid. Another advantage is that is no negotiation so the process will faster. However, an disadvantage is that once you signed it there no changes and you are expect to meet the criteria. Another disadvantage if a company produces a product that is not to standards they can give a bad reputation for the company
example of negation brief
Identify
Negotiations in Buyer-Seller Interactions
Arch G. Woodside,
University of South Carolina
James L. Taylor, University of Alabama
James L. Taylor, University of Alabama
ABSTRACT - The argument is presented that a
useful choice of analysis of bargaining communications in marketing should be
two or more communication turns between two or more parties in the exchange.
Such communications are likely to include discretely packaged blocks of
interactions and breaks and connections between such blocks. The concepts of
official and unofficial identity negotiations may be useful in labeling a few
of the blocks of interactions. These concepts are defined and examples provided
from tape recordings of buyers and sellers meeting in natural settings.
"Being there" is advocated as a necessary part of research programs
to study bargaining behavior in marketing communications.
[
to cite ]:
Arch G. Woodside and James L. Taylor (1985) ,"Identify Negotiations in Buyer-Seller Interactions", in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer Research, Pages: 443-449.
Arch G. Woodside and James L. Taylor (1985) ,"Identify Negotiations in Buyer-Seller Interactions", in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer Research, Pages: 443-449.
[
direct url ]:
http://acrwebsite.org/volumes/6431/volumes/v12/NA-12
http://acrwebsite.org/volumes/6431/volumes/v12/NA-12
Advances in Consumer Research Volume 12, 1985
Pages 443-449
IDENTIFY NEGOTIATIONS IN BUYER-SELLER INTERACTIONS
Arch G. Woodside, University of South Carolina
James L. Taylor, University of Alabama
[The cooperation of
Liberty Life Insurance Co. in conducting the study is acknowledged gratefully.]
[Send correspondence to
Arch G. Woodside, College of Business Administration, University of South
Carolina, Columbia, SC 29208.]
ABSTRACT -
The argument is
presented that a useful choice of analysis of bargaining communications in
marketing should be two or more communication turns between two or more parties
in the exchange. Such communications are likely to include discretely packaged
blocks of interactions and breaks and connections between such blocks. The
concepts of official and unofficial identity negotiations may be useful in
labeling a few of the blocks of interactions. These concepts are defined and
examples provided from tape recordings of buyers and sellers meeting in natural
settings. "Being there" is advocated as a necessary part of research
programs to study bargaining behavior in marketing communications.
Extant content analytic
systems for analyzing bargaining communications call for dismembering verbal or
written exchanges of buyers and sellers and placing the separate utterances
into categories (e.g., Bonoma and Rosenberg 1975; Pennington 1968; Willett and Pennington
1966; Angelmar and Stern 1978; Bales 1968; Pettigrew 1975). For example,
building directly on the work of Bonoma and Rosenberg (1975), Angelmar and
Stern (1978) develop eight categories of semantic units of each party's turn in
a bargaining conversation.
While the analytical
schemes used by Olshavsky (1973), Angelmar and Stern (1978), and others (e.g.,
Willett and Pennington 1966; Taylor and Woodside 1979) are useful, the violence
done in uncoupling an exchange of turns between communicators needs to be
considered. The referenced content analysis schemes use something less than
exchanges as units of analysis. Classifying a communicator's verbal or written
turn as a promise or into another bargaining category without relating the turn
to the other party's response is similar to listening to one hand clapping.
Such analytic schemes fail to capture the essence of marketing exchanges.
The choice of analysis
of bargaining communication in marketing should be two or more communication
turns between two or more parties in the exchange. Bargaining communications in
marketing are likely to include discretely packaged blocks of interactions and
breaks and connections between such blocks.
Within the talking or verbal part of a negotiation, a
content analytic scheme of such exchanges should build upon the recognition of
the following facts,
which seem grossly apparent to relatively unmotivated examination of conversational materials. In any
conversation:
1) speaker change recurs, or, at least occurs;
2) overwhelmingly, one
party talks at a time;
3) occurrences of more
than one speaker at a time are common, but brief;
4) transitions from one
turn to a next with no gap between them are common, together with transitions
characterized by slight gap or slight overlap, they make up the majority of
transitions;
5) turn order is not
fixed, but varies;
6) turn size is not
fixed, but varies;
7) length of conversation is not
fixed, specified in advance;
8) what parties say is
not fixed, specified in advance;
9) relative distribution
of turns is not fixed, specified in advance;
10) number of parties can change;
11) talk can be
continuous or discontinuous;
12) turn-allocation
techniques are obviously used, current speaker addresses a question to another
party; parties may self-select, in starting to talk;
13) various
turn-constructional units are employed, turns can be projected one word long
or, for example, they can be sequential in length;
14) repair mechanisms
for dealing with turn-taking errors and violations obviously are available for
use. For example, if two parties find themselves talking at the same time, one
of them will stop prematurely, thus repairing the trouble (Sachs, Schegloff,
and Jefferson 1978, pp. 10-11; Morley and Stephenson 1977; Morley 1978).
Exchanges between
insurance salesmen and prospective clients are used in the present article to
describe what the parties do in such interactions to juggle their official and
abstract identities with informal and personal identities in the course of
their conversations. Schenkein (1978; 1971) first called attention to the
"identity negotiations" which are likely to occur in seller-buyer
encounters. "Whatever else they might or might not share, such encounters
are made up of talk between strangers who might know one another only as local
versions of some abstract identity like 'salesman' or 'client.' For these
encounters, strangers not only conduct their business under the auspices of
their official identify relations, but they also negotiate into the unfolding
of their encounter eminently personal identities from their separate
biographies" (Schenkein 1978, pp. 57-58).
OFFICIAL AND UNOFFICIAL IDENTIFY NEGOTIATIONS IN
BUYER-SELLER INTERACTIONS
Both official and unofficial identity negotiations are
likely to occur in buyer-seller interactions of the type described, i.e.,
between a life insurance salesman and prospective client meeting for the first
time. Similar negotiations are likely to occur in
industrial marketing, distribution channels, and in retail transactions
involving expensive items.
Official identity
negotiations are two or more conversational turns between parties which provide
some information about one of the parties and comment by the other party
related directly to the main purpose of the meeting (e.g., selling and buying
insurance). Official identity negotiations help to specify the rather abstract
identities of "salesmen" and "client" characteristics of
the Parties in the meeting.
Unofficial identity
negotiations are two or more conversational turns between parties which provide
some information about one of the parties and comment by the other party not
directly related to the main purpose of the meeting. Attempts by salesmen to
use "referent power" (French and Raven 1959) by first learning and commenting
to the client on the similarity of a planned, unofficial, identity negotiation.
Official and unofficial
identity negotiations may be centered on characterizing and commenting on
either the buyer or seller. Thus at least 4 types of identity negotiations may
occur in a customer-seller meeting:
Focus
Type Salesman Customer
Official (1) Os
(2) Oc
Unofficial
(3) Us (4) Uc
Several hypotheses can
be developed and tested concerning the frequencies and sequences of occurrence
of each type of identity negotiation relative to the purchase and satisfaction
outcomes of buyer-seller meetings. The purpose here is to describe several
examples of such negotiations, how they might be classified into discrete
blocks of exchanges, and report on the separate interpretations a salesman and
buyer offer later to identities earlier negotiated between them. In several
instances, conjectures and other comments are offered with the examples.
METHOD
Excerpts of
conversations from several buyer-seller meetings were transcribed from a study
(Taylor and Woodside 1980) of exchanges of insurance salesmen and customers
which occurred in natural settings. A total of 40 salesman-client parties was
included in the study. All face-to-face meetings of the salesman and client for
each of the 40 parties were tape-recorded. The second author accompanied each
of 3 salesmen on sales calls to collect the data. Each client was requested to
permit the tape recording "for a study of conversations among persons
meeting for the first time." A total of 15 customers purchased life or
health insurance and 25 did not during the meeting and taping of the exchanges,
details are reported in Taylor (1977). Given the wealth of data produced, only
a few of the recordings have been transcribed. A long excerpt of one
conversation is available elsewhere (Woodside, Taylor, Pritchett, and
Morgenroth 1977).
ACTION SEQUENCES IN IDENTITY NEGOTIATIONS
Schenkein (1978)
observed the presence of a common four-turn Puzzle-Pass-Solution-Comment action
sequence or discrete conversation block in identity negotiations. The following
exchanges may be an example of such a block for an unofficial identity
negotiation (U ) of a customer (C) with a salesman (S):
C: I have one son who
will take over the business someday.
S: How old is he?
C: Six.
S: So it won't be for
awhile before he's ready to take over. Ha, ha.
Such four-turn action
sequences are very common in the conversations among the 40 customer-salesman
parties and for both official and unofficial identity negotiations.
Though not always
present, a question by the second party is a common identifying feature of the
Pass. The following exchange illustrates the presence of a question in the Pass
in a Us (unofficial identity negotiation of the salesman) in the same meeting
as the U just reported.
S: When I was in the
military I was out at Fort Knox.
C: At Fort Knox?
S: Yeah.
C: I'll be.
Us and Uc occurred
commonly during the first 1 to 5 minutes of the first meeting between the
salesmen and clients (Taylor and Woodside 1980). Us and Uc are
likely to be planned specifically to occur by the salesman as a method for
developing referent power over the customer. Thus, Wilson (1977) hypothesizes
that the first time period of a dyadic customer-salesman exchange is devoted to
source legitimization attempts by the salesman. This may include attempts by
the salesman to induce Os, Oc, Us, and Uc.
"Unless this basic acceptability [of source legitimization] is developed,
further communication tends to be ineffective if not impossible" (Wilson
1977. p. 36).
Identity negotiations
require the willingness of both parties to participate in the exchange. While
such negotiations can be stopped during the action sequence, specific changes
in the topics of conversation nearly always occurred after participating in the
full Puzzle-Pass-SolutionCComment sequence, in the meetings of the
40 customer-salesman parties. Thus, it may be that some action sequences are
organized to resist interruptions, and with even an unwilling participant, they
run to completion, as first noted by Schenkein (1978, p.74).
Examples of discrete
blocks of exchanges believed to represent Os, Oc, Us,
and Uc are provided from different salesman-customer-parties in
Tables 1 and 2. The exchanges shown are taken from the same meeting. Different
customer parties and two salesmen (A or B) are included between the tables.
Notice in comparing Oc's
in Tables 1 and 2 that the third turns are different. In Table 1, the Solution,
or third turn, is a confirmation to the candidate solution offered by the
salesman to the customer's first turn: "I work for State Farm
Insurance." The Oc in Table 1 may be best described as an
example of the following action sequence:
C: Identity-Rich Puzzle
S: Candidate Solution
C: Confirmation
S: Comment
More than a confirmation
is provided in the third term in the Oc in Table 2: "I
make all the decisions for this shop, but he does as far as the corporation
goes." Thus both confirmations and/or "Identity-Rich Solutions"
(using Schenkein's term) may be offered as solutions to a prior Pass or
Candidate Solution. The willingness to provide Identity-Rich Solutions versus
Confirmations only may be an indication to the other party, especially the salesman,
of the likely outcome of the meeting.
The first part of the Os in
Table l, "I've been with Protection Life for 5 years now, and ..." is
a tentative presentation of a Puzzle by the salesman which received no verbal
response from husband and wife as customers. The salesman continued the turn
then but changed the subject from himself to the customers and presented a
direct Puzzle in the form of a question: "Are you familiar with Protection
Life" [disguised name]. The Comment by the wife (WC) in the second turn,
"More or less" appears to be ignored by the salesman. The Pass is
followed by an Identity-Rich Solution in the third turn by the salesman. Any
Pass by the customer is likely to follow with this solution, is one conjecture
which may be reasonably suggested. Only the provision of a Candidate Solution
in the second turn in place of a Pass is likely to change the contents of the
third turn.
The original start of
the Puzzle in Os in Table 1, "I've been with Protection
Life for 5 years now, and ...," includes a pause indicated by the three
dots. The pause allowed time for the customer to start a conversation turn and
participate in an Os. The customer did not participate in an Os,
i.e., the negotiation attempt by the salesman failed. The salesman immediately
executed a restart that was a more direct Os, "Are you familiar
with Protection Life?" than indicated by the original start.
"Are you familiar
with Protection Life?" may be better classified as a start to a discrete
block of exchange to help establish source credibility, i.e., the company is
trustworthy and capable, rather than an ¦s
Distinguishing characteristics of company versus salesperson specific official
identify negotiation can be made. Both, one and not the other, or neither
sometimes occurred in the meetings tape-recorded.
The Comment in the
fourth turn of the Os in Table 1 is followed by a comment and a
transition to a new conversation topic by the salesman leading to an Oc.
The salesman announced to the customer that he wanted to learn a great deal of
information in the next few minutes of the meeting before the Oc occurred.
"You didn't know
that. They try to keep some of those things not too much before the public
notice, but they are a good, strong, substantial company. And the -people that
have been policyholders of their for years, they like to take good care of
them. So they assigned Buyers [name disguised] family to me, so that's why I
called C.C. [husband] and asked him if I could come out and sit with you and go
over what you presently have and maybe talk about some things you might want to
accomplish in the future. OK? And to do that, I've got a little questionnaire
that takes a few minutes to answer. Now we might discuss some things that are
somewhat confidential. If you'd care not to divulge something say so, OK? But
it's basic stuff. For instance, Linda, where do you work? "
This presentation served
several purposes beginning with a comment to close an Os to an
attempt to legitimize the company, to provide a rationale for the meeting with
a vague implication to purchasing additional insurance, to gaining cooperation
to complete a "little questionnaire," to starting an Oc.
The "little questionnaire" did not include a written form but the
term was used to set the immediate future exchanges to facilitate participation
in several successive Oc's.
The use of such a
strategy may appear to be intuitively beneficial for a salesman to use.
However, in several other instances of the 40 exchanges no Oc's were
found. Oc's did not occur in all customer-salesman meetings. An Oc followed
by another type of identity negotiation (Os, Us, and Uc)
often occurred but the inclusion of all 4 identity negotiations occurred for
less than 50% of the meetings.
Successful bargaining of
information by the salesperson (i.e., the customer receives, understands, and
accepts information offered by the salesman), may depend significantly on the
ratio of Oc and Os. Specifically, when Oc/Os >
1, then the probability of successful information-negotiation by the salesman
is likely to increase.
Both the number of Oc and
Os as well as their ratio can be hypothesized to be related to
the sales outcome. The likelihood of purchase -increases as 1) Oc >
0, 2) Os > zero, and 3) Oc/0 > 1. However, the
primary effect of identity negotiations is likely to be on other discrete
blocks of exchanges during customer-seller meetings and not the purchase
outcome. Identity negotiations may be related- most strongly with information
bargaining. In turn, information bargaining may be related most strongly to
other discrete blocks of exchanges occurring during the meeting.
A RETROSPECTIVE ANALYSIS
Following the meetings
for 3 customers and salesmen, separate meetings were held with each customer
and one of the researchers. The tape recording of the initial meeting was
played to each customer with the request to stop the recording every few
minutes and comment on what was happening. In several instances, the researcher
stopped the tape and asked the customer why he/she made a particular comment
and what did the customer think "when the salesman said that?" The
retrospective comments by the customer to the original meeting were cape recorded.
The same procedure was followed with the salesmen. The tape recording of the
original meeting was stopped at the same locations in both of the separate
meetings with each salesman and each customer.
Two brief excerpts
involving identity negotiations from the original meeting of a customer and
salesman with their retrospective comments are provided in Tables 3 and 4. The
Us in Table 3 was followed shortly by the Oc in
Table 4.
Both the salesman and
the customer report in their retrospective comments that they were manipulating
the conversation, "I was crying to build rapport ..." and "I was
just trying to find out ..." Both report a discovers about the other party
in exchange.
Note that the original
excerpt begins with a comment by the salesman. This refers to a previous U .
Following "That's interesting," the salesman elaborates an
Identity-Rich Puzzle. "That's where I got my MBA degree (University of
South Carolina)." This is followed by a puzzle expansion plus candidate
solution by the customer and a confirmation by the salesman. Then the customer
comments "OK" and shifts the conversation to indicate willingness to
accept insurance information, "Lay it on my head ..." A brief comment
by the researcher appears at the bottom of Table 3 on the exchange.
The Us in
Table 3 appeared to serve to help permit the occurrence of the Oc in
Table 4. Notice that the Us in Table 4 represents the following
scheme: S: Puzzle-Candidate Solution, C: Confirmation, S: Comment-Conclusion,
C: Confirmation, S: Transition. The coupling of a puzzle and candidate solution
by either the salesman or customer may occur most often after both Us and
Uc have occurred. The coupling of verbal actions may serve to
imply to the other party that the conversation is directed to a specific goal.
Notice in the salesman's
retrospective comment in Table 4 that he had a hidden agenda that he expected
the customer to discover. The customer failed evidently to discover this
agenda. The salesman evidently did not realize this, or he believed the
discovery to be unimportant to future agendas since he shifts the conversation:
"In light of that, let's look at your present plan." The salesman may
be about to elaborate on the original O in the conversation about the present
plan to accomplish his goal mentioned in his retrospective analysis. Later in
the meeting he specifically tells the customer the conclusion he believes she
should reach based upon this and other Oc's.
CONCLUSIONS
Some discrete parts or
blocks of buyer-seller interactions may represent identity negotiations of both
the seller and buyer. Such identity negotiations may be classified as official
or unofficial. Possibly more categories than two should be used to classify
such negotiations, e.g., semi-official, semi-unofficial.
Identity negotiations
represent only a part of the total exchanges in meetings of buyers and sellers.
As theorized by Wilson (1977) and Taylor and Woodside (1980), attribute
delineations and attribute value negotiations are likely to occur in such
meetings. The important point is that interactions appear to occur in discrete
blocks of exchanges linked by transitions. The separating of the seller's and
buyer's interactions into different classification categories may be useful but
also violates the nature of the exchange. Both the analysis of chunks of
exchanges and complete exchanges, as well as classifying buyer's and seller's
turns into separate categories are advocated for use within the same research
program.
Detailed analysis of
salesman-customer conversational turn-taking in natural settings is a necessary
step to understanding bargaining behavior in marketing exchanges. Case-by-case
research programs of salesman-customer meetings are needed for marketing
exchanges in several settings. Several empirical studies incorporating such
ethnomethodologies are available (e.g., Lombard 1955; Browne 1973; Varela 1971)
which reduce the arguments that 1) the approach is too time consuming and too
much work, 2) the customers and salesman will not agree to be observed or
tape-recorded, and 3) it's too obtrusive to be valid.
Lombard (1955) and his
associates found substantial numbers of meetings of 20 salespersons and
customers can be observed meaningfully in 6 months. Browne's (1973) participant
observation study of salesmen and customers meeting in a used-car lot indicated
that nearly all the customers and salesmen were willing to be observed. The
rates of sales of the salesperson during the studies by Browne (1973), Lombard
(1955), and Taylor (1977) were not significantly more or less than the sales
recorded before the studies nor expected by the salespersons. Given these
findings, the recognition of the need to learn "theory in use"
(Zaltman, LeMasters, Heffring 1982), and the serious problems with self-reports
(cf. Wilson and Nisbett 1978), "being there" needs to be included in
most research designs on marketing exchange behavior.
REFERENCES
Angelmar, Reinhard and
Louis W. Stern (1978), "Development of a Content Analytic System for
Analysis of Bargaining Communication," Journal of Marketing Research, 15
(February), 93-102.
Bales, Robert F. (1968),
"Interaction Process Analysis+" in International Encyclopedia of the
Social Sciences, D.L. Sills, ed., New York: Crowell-Collier and Macmillan,
465-71.
Bonoma, Thomas V. and
helen Rosenberg (1975), "Theory-Based Content Analysis: A Social Influence
Perspective for Evaluating Group Process," Chicago: Institute for Juvenile
Research.
Browne, Joy (1973), The
Used Car Game, Lexington, Mass: D.C. Heath.
French, John R.P. and
Bertram Raven (1959), "The Bases of Social Behavior," in Studies in
Social Power, D. Cartwright, ed., Ann Arbor: University of Michigan.
Lombard, George F.F.
(1955), Behavior in a Selling Group, Boston: Division of Research, Graduate
School of Business Administration, Harvard University.
Morley, Ian E. and
Geoffrey N. Stephenson (1977), The Social Psychology of Bargaining, London:
George Allen and Unwin.
Morley, Ian E. (1978),
"Bargaining and Negotiation: The Character of Experimental Studies,"
Dynamics of Group Decisions, Hermann Brandstatter, James E. Davis, and Heinz
Schuler. eds. Beverly Hills: Sage, 1975-206.
Olshavsky, Richard W.
(1973), "Customer-Salesman Interaction in Appliance Retailing,"
Journal of Marketing Research, 10 (May), 208-12.
Pennington, Allen
(1968), "Customer-Salesman Bargaining Behavior in Retail
Transactions," Journal of Marketing Research, 5 (August), 255-63.
Pettigrew, Andrew M.
(1975), "The Industrial Purchasing Decision as a Political Process,"
European Journal of Marketing, 9 (February), 4-19.
Sachs, Harvey, Emanuel
A. Schegloff, and Gail Jefferson (1974), "A Simplest Systematics for the
Organization of Turn Taking for Conversation," Language 50 (November
696-735.
Schenkein, Jim (1978),
"Identity Negotiations in Conversation," in Studies in the
Organization of Conversational Interaction, Jim Schenkein, ed., New York:
Academic Press. 57-78.
Schenkein, Jim (1971),
Some Substantive and Methodological Issues in t be Analysis of Conversation
Interaction Unpublished Ph.D. dissertation, School of Social Science,
University of California, Irvine.
Taylor, James L. (1977),
Exchange Behavior Among Life Insurance Selling and Buying Behavior in
Naturalistic Settings. Unpublished Ph.D. dissertation, College of Business
Administration, University of South Carolina, Columbia.
Taylor, James L. and
Arch G. Woodside (1979), "Exchange Behavior Among Salesman and Customers
in Natural Settings," working paper. Columbia: University of South
Carolina.
Taylor, James L. and
Arch G. Woodside (1980), "An Examination of the Structure of
Buying-Selling Interactions Among Insurance Agents and Prospective
Customers," in Advances in Consumer Research, Vol. 7, Jerry Olson, ed. Ann
Arbor: Association for Consumer Research, 387-92.
Varela, Jacobo A.
(1971), Psychological Solutions to Social Problems. New York: Academic Press.
Willett, Ronald P. and
Allen Pennington (1966), "Customer and Salesman: The Anatomy of Choice and
Influence in a Retailing Setting," Proceedings, American Marketing
Association, 598-616.
Wilson, David T. (1977),
"Dyadic Interactions," in Consumer and Industrial Buying Behavior,
A.G. Woodside, J.N. Sheth, P.D. Bennett, eds., New York: North-Holland, 355-65
Wilson, Timothy and
Richard E. Nisbett (1978), "The Accuracy of Verbal Reports about the
Effects of Stimuli on Evaluations and Behavior," Social Psychology, 41
(June), 118-30.
Woodside, Arch G., James
L. Taylor, S. Travis Pritchett, and William M. Morgenroth (1977),
"Transactions Among Buying and Selling Centers," in Proceedings of
the Fall Educators' Conference. Chicago: American Marketing Association, 59-64.
Zaltman, Gerald, Karen
LeMasters, and Michael Heffring (1982), Theory Construction in Marketing, New
York: John Wiley and Sons.
Sunday, 19 March 2017
Tuesday, 14 March 2017
Monday, 13 March 2017
task 2) 2a-Previous Clients- Reading a Brief.
2a) Previous Clients)
Individually re-read and annotate the Ident brief, discuss the Type of brief it
is, its requirements, advantages and disadvantages. In your production groups
record a VLOG of the process of ‘working with the client’. Discuss the following
sections with visual examples.
I.
Reading the
brief
II.
Preparation
for Negotiating the Brief (consultation with client; degree of discretion;
amendments to final product; amendment to conditions)
III.
Opportunities
in the brief to develop new skills
The type of brief we used for our Music video was Informal
Brief which is known as brief that involves the client and the you discussing
what the client wants this will be set out as a meeting. The advantages of this
that there is more freedom in the brief for the you for example, that your ideas
can be change and can be develop at any stages. However, the disadvantages is
there’s no contract only visual contract which is a problem as there no contact
that has criteria they have to meet and there no clear structure being made. For
our music video we use this brief as there was visual discussion and meeting
with notes. In this meeting we discussed the idea and finalise it.
Another type of brief we used was Negotiating Brief which is
known as the client and you having a agreement and negotiating with section of
the brief and idea such as, location, time and budget. The advantages of this
you have more freedom with the product produces. However , the disadvantages is
that they might a lot of disagreement. For our music video we used this brief
as well by we had to negotiate with our client about the time and location
which was a minor problem.
As a group we had an opportunity to develop new skills, as
we learnt to properly plan for a music in depth stage by stage to start to finished.
For example research on the codes and convention of music video: budget,
timeline and clothing, pre-production such as, planning, location Reece, shot
list and storyboard. Shooting and editing. By doing this I learnt how to brand
an artist and what kind of message I am giving the artist by creating a mood
and theme. By creating a successful video it creates me a chance of recognition.
When doing a brief it is important to consultation with
client as you are producing a product for them, for our music video we consulted
with our client through the process from our ideas, planning, shooting and then
the final product. By doing this I learnt how to communicate with the client
which is important key when producing a product. For example, the budget the
location, weather and clothing
Overall the brief was very simple with all information include
it was easy to follow. However the process was long and was time consuming. As group
we work well as a team to process a product which fits the client and brief
even though there were difficulties we came across such as, negotiation with
clients and location manager. However, we produces a good music video that
client likes and he was very impress.
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