Targeting by Sensory-representative Systems in Advertising and PR Texts (Experience in Developing a Methodology for MGIMO Students)

Golubeva Valentina Ivanovna PhD in Technical Science Lecturer, Department of Media Policy and Public Relations, Moscow State Institute of International Relations 76 Prospekt Vernadskogo str., Moscow, 119454, Russia valia_golubeva@mail.ru

Morgunova Oksana Alekseevna ORCID: 0000-0003-2607-5599 Professor, Department of Theory and History of International Relations, Peoples' Friendship University of Russia 117198, Russia, g. Moscow, ul. Miklukho-Maklaya, 10, of. 302 o_morgunova@hotmail.com Other publications by this author

Rapid technological development at the beginning of the 21st century, primarily due to the spread of high-speed mobile Internet, diversification and the emergence of new media channels, has changed traditional ideas about interaction with an audience that increasingly prefers individualized information. This situation, on the one hand, provides a unique opportunity to increase the accuracy of targeting and at the same time increases the role of alternative methods of audience analysis. In the conditions of an overabundance of information created by the digital environment, targeting becomes a key tool for success in the work of a PR specialist. The desired response in the form of increased interest, views, sales and achievement of the predicted activity is possible only in case of successful targeting. From the point of view of the company's budget, targeting allows you to increase the efficiency of investments.

The proposed methodology complements the arsenal of the usual methods of segmentation, which is traditionally based on socio-demographic and financial characteristics.  The methodology described in the article is based on the study of human perception and segments the audience by sensory-representative systems. In the article, we will first present the theoretical basis of this method, then describe the tasks in detail, give examples and provide an opportunity to monitor the assimilation of the new technique with the help of control questions.

Theoretical foundations of the methodology: visual, auditory, kinesthetic and digital sensory-representative systems

In the digital age, interest in the use of sensory-representative systems is increasing among specialists in various industries, including PR specialists [Menshikov et al, 2020, 2022].

These techniques are based on the fact that a person communicates with the outside world using sensory-representative systems. These systems are based on a certain type (channel) of perception of the surrounding world, which, in turn, depends on which sensations are priority for one or another person (visual, auditory, tactile, etc.) [Denishova, 2017].

Most researchers distinguish the following sensory-representative systems:

Visual - assimilation of information through visual images and impressions.

Auditory – relies on information transmitted by sound.

Kinesthetic – relies on the olfactory - tactile channel of information.

Digital – based on a logical and pragmatic understanding of human signals received through other channels.

Thus, the audience can be segmented into the appropriate types.

How can the leading channel of information perception be determined? The person himself may not know his leading sensory-representative system and not guess about the internal strategy of decision-making. However, it manifests itself in his manners and appearance, and most importantly – his speech. So, it is believed that visuals are distinguished by fast speech, attention to clothes and appearance. Their speech is characterized by the use of words and expressions related to the process of vision (consider, clear perspectives, you see, etc.).

Audialov is characterized by verbosity and intonational expressiveness of speech. They use words in speech related to the process of speaking and hearing (a big name, I heard you, we'll talk about it, etc.).

Kinesthetics tend to have comfortable poses and clothes, slow speech and the use of words associated with sensations (a warm welcome, a chill on the skin, to take to heart).

Abstract - logical images are the basis of perception of the world for a person with a digital channel of perception. Such a person is inclined to use logic and logical conclusions, look for a rational grain and systematize knowledge. The sequence of actions, cause-and-effect relationships are important to the digital.  He operates with figures and value judgments, expert opinions.

  Most often, people use all channels to communicate with the world, but, as a rule, one channel is the leading, dominant one. These theoretical prerequisites are used in our methodology, which expands the tools of a PR specialist, and in our workshops described below.  The workshops were developed by Golubeva V.I. on the basis of teaching a course for the specialty "Public Relations" [Menshikov 2020].

 WORKSHOP 1. "Translation table"

In order to apply this technique   In PR practice, a number of exercises have been developed, each of which trains certain aspects of this method. The root structure of mastering the material is the Translation Table, where the lexical units that are most effective for the selected channel correspond to a certain channel of perception. A sample of such a table is presented below.

Filling in the table is a group exercise, and can be carried out both in teams with subsequent comparison of the result, and the whole group with alternate work at the blackboard. The table can be filled in both columns and rows.

Assignment to the table (individual or collective): Fill in the remaining columns, discuss the results, choose the best options.

The exercise develops creativity, interactive interaction skills and enriches the vocabulary of students. It should be noted that students filling in the "Translation Table" at the classroom blackboard is a good exercise for kinesthetics, and the subsequent demonstration of the completed Table on the slide is for visual artists.  Thus, self-reflection, which of these exercises was particularly useful, is a kind of test for students, allowing them to determine their personal leading channel of perception [Bagretsov et al 2019]. This table is the root for the course, since after completing each task, students return to it and supplement it independently or in a group.

If students have difficulties understanding what sensory-representative systems are, then a comparison with foreign languages can be introduced. It is easier for a person to assimilate information reported in their native language, even if they speak foreign languages. Thus, the definition of the leading channel of information is a search for the "native language" of the student, and in the future a tool for determining the "native language" of the target audience [Baturina et al., 2019].

WORKSHOP 2. "Writing"

To consolidate the material and expand the understanding of the lexical diversity of perception channels, students are offered the exercise "Writing". Examples of letters designed for various dominant channels of perception are read out loud. Thus, this exercise also helps students to determine for themselves which of them is predominantly auditory.

The subject of the letter can be any. For example, household letters with a story about the weather, family affairs, or memoir letters. However, deliberately exaggerated parody examples were chosen for this exercise - letters to a conditional beloved/beloved, since the task of the exercise is to use as many words as possible that affect a specific channel of perception, as well as to correlate the subject of the letter with life situations relevant to the age of the target audience. Thus, based on this task, the topic "Letter to your beloved/beloved" was chosen for the examples. As practice shows, this topic is able to cheer up a tired audience and arouse their lively genuine interest. Gender separation of addressees allows you to increase relevance, as well as diversify and complicate the task.

Letters to recipients with different leading sensory-representative channels are selected for the task: visual, auditory, kinesthetic, digital. You can use examples of letters and poetic appeals from fiction.

Students should identify in the examples heard characteristic words corresponding to each sensory-representational system. The task can be either individual or collective. At the end of the paragraph, you can get acquainted with an example of a solution for this workshop.

At the end of the assignment, students return to the root translation table.

examples.

A letter to an audial, a girl

My swallow! I want to talk to you. Again I remember your bubbly laugh and charming voice – that's how the bells ring back. It's been so long since I've heard from you. There is silence in the house, but when I think of you, my heart is pounding and it seems to tap dance. In a world where there is no you, birds stop singing and leaves rustle without you.

I started learning to play the flute. Everything I learn seems to me the melody of my love for you, the most harmonious girl in the world. YourOrpheus.

Letters to visual artists.

A man

My beloved! I haven't seen you in so long. On this bright, sunny morning, I look through a thin curtain at the blue sea, and it seems to me that I see your eyes. The curtain is swaying, as if you're sending me a sunbeam. It seems to me that we are again wandering through a green meadow flooded with light, and you, in your funny white panama hat, give me a white-yellow daisy with thin petals to tell fortunes. I can see it now, as I said then, squinting: "Look, what funny black and white magpies are importantly wandering among red strawberries? They look like us after many years!". I really want to ask you, what did you mean then? I make a wish on a daisy to see you.

With love, Svetlana.

The girl

My sun, my beauty! I haven't seen you for a long time, but your black bangs and peach cheeks are always in front of my eyes. I can see now how flushed they were after our ski trip between the white, snow-covered fir trees. Your beauty overshadows everything around me. I look at the world through your eyes, you have opened new horizons to me!  Closing my eyes, I begin to dream about you and see how we are again walking with skis on a fabulously beautiful slope, how your eyes are shining, and before us, as if on a computer screen, the bright road of the future of life opens. I love you and hope to see you soon.

Your Basil

A letter to kinesthetics.

The girl

My gentle and affectionate! Now in Paris, the boulevards are wet, damp and dank, and longing for you squeezes my heart with a steel hoop. I walk around the room like I'm in a cage and I'm not happy, neither a soft sofa, nor a hot shower – I'm shaking like in a fever. I dream of touching you, inhaling the fragrance of your hair. I love you sincerely and ardently. Do you feel it? I live only in the hope of hugging you again in a year.  Your Napoleon.

Letters to digitals

The girl

Tatiana! The absence of communication with you for five days made me quite logically want to write you this note. Its theme is that I am aware of your importance in my life. I want to explain to you the essence of the changes that are happening to me, which change the level of hormones in my blood. After a long reflection, I realized that my life up until September of this year, when my colleagues introduced me to you, was irrational.  You brought meaning to my life. I want to bring to your attention that, while planning my future life path, I would like to suggest that you share responsibility for our future children. Evgeniy.

A man

I haven't dared to write to you for a long time, but I came to the conclusion that I need to take this step. We are serious and reasonable people and are well aware that we complement each other. Together we can achieve what is impossible apart. Our life becomes meaningful. I thought for a long time and came to the conclusion that we need to take the next step. We have been together for six months now, and it's time for us to draw up a marriage contract in order to better understand our rights after marriage registration. Besides, the child needs a father, and I do not know anyone more worthy than you. You're a jack-of-all-trades, and it's easy for me to run a household with you. We have the same priorities, and we choose food in the supermarket, and when we make a decision about serious purchases. I think you understand me. Sincerely, loving and understanding you, Margaret.

Then you can invite students to compare the texts of these parody letters with fragments of Russian love lyrics from the point of view of perception channels. Please note that in works of fiction authors, as a rule, use several sensory-representative systems, but quite often one is dominant.

WORKSHOP 3. Advertising text "Buy the Moon"

The task of the Workshop is to develop students' skills in writing a short, succinct text advertising (promoting) a product, but at the same time   directed to one of the four channels of perception considered. Pre-tested techniques and developed templates will help you complete this task in the shortest possible time. This exercise trains the skill of quickly writing an address text. The task also allows you to push the boundaries of your own capabilities and skills of targeted appeal to the audience.

The acquired skill allows you to optimize the organization of the educational process of the student himself, who has already identified his leading channel for obtaining information. The exercise also trains the skill of critical perception and analysis of advertising texts around us.  

The task is individual. Each student should write a short (3-5 lines) advertising text, based on the assumption that we already know the leading channel of our target audience.

Gender separation of addressees allows you to increase relevance, as well as diversify and complicate the task. The student can choose the intended form of text distribution: email newsletter, phone call, flyer, outdoor advertising and others.  The time to write an advertising text is 2-8 minutes. When preparing the text, the student uses the root "Translation Table" developed by him earlier.  For the training effect, the authors can resort to hyperbolization and use a maximum of words characteristic of the selected perception channel.

In the second part of the Workshop, the authors read out their texts, and the rest of the students must determine

1. characteristic (key) words

2. the leading channel for obtaining information 

3. gender of the addressee

In the third part of the Workshop, a group discussion takes place, which texts turned out to be the most targeted, creative, memorable ("catchy"). According to the results   discussions students supplement their Translation Tables.  

Topics can be any. In order to free students' minds from already imposed advertising cliches, the topics of the assignments must meet one of two criteria:

I.   Advertising of a non-existent product or service

II. Advertising an existing product to an atypical audience.

Below are examples of tasks related to non-existent products and samples of student creativity.

Examples of tasks related to non-existent products:

1. A plot on the invisible side of the moon

2. Bast shoes of the 21st century

3. The hole from the bagel

Examples of student humorous advertising texts offering a non-existent product:

1)    A plot on the invisible side of the moon.

a)     Your attention, sir, is offered a site on the moon. Imagine that you have a cool head of Swiss aged cheese in your hands. Dense porous structure, with craters of various diameters. All this, only on an enlarged scale, will become yours, after you purchase our site on the Moon.

b) Tired of people? Do you want to be alone? Surprise your family and friends, buy a plot on the far side of the Moon, you will get many unique options, you will be able to touch the Earth's satellite with your own hands! Build a house from the natural resources that are on the moon. Touching and feeling the lunar material, you will get unforgettable emotions!

2)    Bast shoes of the 21st century .

a) Hiplapti! In the digital era, in the 21st century, sometimes you want to break away from the mainstream. The LubOK brand's hyplapties are made of eco-friendly materials - you will definitely be on trend. An aerodynamic shape calculated to create maximum contact with the natural shape of the legs. It is recommended to combine Neo-Bast shoes with oversize clothing. Minimalist clothes made of natural materials remind us about ecology, and you - that you are not afraid of experiments.  Discover yourself in a new format!

b) A branch crunches under your feet,

the gentle whisper of wood. Do you like to go for mushrooms?

Buy aspen bast shoes!  

c) Tired of heels, but don't want to carry heavy replacement shoes with you? Then we offer you ultra-thin, lightweight, breathable bast shoes. Take care of your legs with health benefits!

d)    New! 2D bast shoes! Multifunctional bast shoes that not only exactly repeat the shape of your foot, providing comfort for the whole day, but also charge your electronic devices while walking and are perfect for any look. By purchasing them, you get a triple benefit, and pay only once! The Laptev brand is widely known all over the world and has numerous quality certificates.

e) Try on these new warm bast shoes. You will feel how their fur feels nice on your skin and warms you. On the coldest days, even at -40 degrees, the pleasant fur of our bast shoes will warm you. Also, bast shoes are suitable for both trousers and skirts. They are not only comfortable to wear, but also beautiful. You can walk in them as a test for an hour to feel all the comfort and only then decide whether to buy or not.

f)      The purchase of bast shoes is now very relevant in the modern world. The bast shoes are made entirely by hand from ethical materials. We offer the latest development of bast shoes. The sock part of the bast shoes (union) is woven from a very interesting material - it is washable kraft paper, which contains latex, it can be washed in a washing machine, ironed and crumpled. The heel part is made of very durable and wear-resistant Canvas fabric. The edge is free (fringe) secured with double stitching. It is tied on a half-knot and secured with a button. The heel itself is reinforced, which makes the shoes very comfortable and confidently sitting on the foot. Shoes are considered very durable, since the sole is made of two or three layers. Bast shoes can also be a wonderful gift, as a special insole made of washable craft makes the sock very comfortable. Light, very soft and our native bast shoes!

g) Thanks to the latest developments, our bast shoes regulate the correct fit of the foot (and even treat flat feet). Also, the bast shoes are connected to your iPhone and through a special application you can adjust the hours of shoe socks, and color. Also in it you can set up ventilation or, conversely, heating and they are quite stylish.

h)    We would like to offer you our new bast shoes made of unique birch bark. Just touch how strong it is; try to walk through puddles in them, and you will feel that they are waterproof. Don't miss your chance and get our new model with just a touch of a button.

3) A hole from a bagel

a)     Excellent free space will appear to you when you acquire emptiness. in this place you will be happy to store what you need. an empty space is always in the price due to the fact that it can be filled with what is important to you.

b)    What has not yet been in the hands of mankind is a hole from a bagel. You will be the first to find out what it feels like and write about it in your blog!

The second criterion for choosing the topic of the exercise is the creation of an advertising text for an existing product, but for an atypical audience, that is, a useless product for this audience.

4) Ticket to the last concert

a) Have you never heard that music can be heard even through an old concert ticket if a real fan buys it? Buy a ticket to the concert of the incredible rock band “Imagine Dragons”, and you will be able to hear your favorite songs through the attention of young people, because I know how you can hint to young people so that they are interested in your party and maybe even start actively discussing it. After all, your big name and the so—called "noise" in society is very important, right? I am the picture of the sexiest soloist in the world! This cannot be ignored!

5) Ticket to the symphony concert

a) The symphony orchestra will sound, and you will tremble! The loud sounds of Italian wind instruments will create the strongest vibrations that will cause goosebumps on your body. And a magnificent evening dress will flutter from the impulsive impulses of a modern violin and a potbellied double bass! Let the music flow through your body, and it will move in a new rhythm!

b) Get in touch with the incredible world of music! Having bought a ticket to a concert of the Moscow Symphony Orchestra, you will spend an incomparable time in a soft silky armchair, accompanied by wooden and brass antique instruments! When purchasing a VIP ticket, you will have a unique opportunity to pick up a violin or cello yourself right after the show!

Answers to the tests of the workshop 3.

1.a kinesthetic/ male

1.b kinesthetics/ male

2.a digital/ girl

2.b audial/ male

2.c kinesthetics / girl

2.d digital/ male

2.e kinesthetics / girl

2.f digital/ male

2.g to the digital/girl

2.h kinesthetics / male

3.a digital/ male

3.b kinesthetics / male

4.a to an audial/girlfriend

5. and kinesthetics / girl

5.b kinesthetics / girl

 WORKSHOP 4:  "VIP Letter"

(Individual homework with preparation).

Communication with clients is an integral part of the work of a public relations specialist. Ability to communicate with the client "in his language" allows you to build a long-term and mutually beneficial relationship with the client. Identifying the leading channel of perception and using this in communication with clients is one of the ways to achieve the goal.

The purpose of the task: to consolidate the acquired skills of determining the perception channel, to learn how to conduct an independent analysis of media information to clarify their assumptions.

The task consists of three stages.

At the first stage, the student must independently choose a specific addressee and write him a short (3-6 lines) letter.

At the second stage, the student must study the identity of the addressee using social networks, the Internet, the media, etc., and find out the leading channel of perception of the addressee.

At the third stage, using this information and the root "Translation Table", the student must write a new short (3-6 lines) realistic (without hyperbolization) letter, for example, asking for a meeting.

This work is done as homework. And its results are discussed at the next lesson.  The authors read out their letters, and other students should determine

1. characteristic (key) words,

2. the addressee's lead channel 

When all the letters are read out, the group discusses which letter turned out to be the most "targeted" and creative. According to the results , we supplement The translation table.

Example 1

The first stage. Choosing the addressee:

General Director of the PR agency “E” A.V.Sh.

The second stage. Definition of the leading channel: visual -digital.

Rationale: "Analyzing the dossier and biographies of A.V.Sh., I came to the conclusion that he was a visual. Alexander is the author of the book on event management "Magnificent Events", in which the descriptions of the holidays have a vivid visual character. A Yandex search for photos and videos shows that A.V.Sh. attaches great importance to his appearance. Also, the search turned up several photos with his visits to exhibitions and art shows.

After reading his book "100 steps to collect debts," I assumed that his second dominant channel is digital: the book is logically constructed, great importance is attached to the coherence of theses and conclusions.")

The third stage.  Letter: To the General Director   

PR agencies “E” 

 A.V.Sh.

Dear Alexander Vyacheslavovich,

On the platform hh.ru I saw a vacancy for a PR Manager in your company. As you can see in my CV (in the Application), my work experience and professional interests meet the requirements of this ad. I ask you to consider my candidacy.

 I would very much like to meet with you at a time convenient for you, so that you can take a look at the photos of the events in which I took part, and which develop the ideas of your magnificent book.

Sincerely, Ivan Petrov

Example 2. Four variants of a business letter for four leading channels.

Letter 1. Visual

Respected.....

In connection with your upcoming business trip to Geneva, I would like to return to the issue of your accommodation and provide you with several options (www ...). Please take a look at option 5, where the original works of modern artists are used in the design of the room, and the panorama from the window allows you to enjoy both the sunset and the sunrise over Geneva. 

For us, your safety and excellent mood come first! 

Letter 2. To the audience

Respected..., 

On the eve of your participation in the Digital Technology Conference, which will be held in our quiet, hospitable city of Geneva, let me clarify your schedule for November 22. 

I would like to tell you that, as it was agreed in advance in the program, we will hold a small concert as part of our informal dialogue. This event will harmoniously fit into a number of your business and informal meetings.

See you in Geneva!

Letter 3. Kinesthetics

Respected....

A week remains until our bilateral meeting in Geneva. We hope for warm weather and a welcoming atmosphere of negotiations.

We would like to demonstrate the latest version of the documentation and would like to focus your attention on its Final part.

See you soon in Geneva!

Letter 4. Digital

Respected...

As part of the summing up of the Conference on Trade and Development, which took place in Geneva _____2020, we came to the conclusion that it makes sense to revise the implementation of Part 4 (Annexes) Purchase agreements. And also to unify several articles into one under one common denominator.

I want to confirm that the remaining parts will remain in their original form. I hope this option will suit you. 

With respect  

Using feedback when applying the methodology.

An important part of this methodology is the organization of feedback and self-reflection of students.   For a teacher, the basic, informational level of feedback is very important - how much new information was learned, how effective the methodology was for a specific audience. However, the most important is the second level of feedback – analytical.

Students should write a reflexive essay on how the knowledge gained during the lesson and the skills developed will be used in optimizing the process of cognition. It is also important to get feedback on how the knowledge gained in the classroom and the skills developed will be used in professional activities. First, students discuss these issues collectively or in groups, and then write an essay for individual feedback.

It seems useful in this chapter to analyze student responses that will help to get a better idea of the objectives

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