AGENDA SETTING THEORY

The start of agenda-setting theory can be traced as early as 1922, when Walter Lippmann
communicates his concern on the fundamental job that mass media can do in affecting the setting
of certain perception on the public's mind (Lippmann, 1922). In depicting the impact of mass
media, Lippmann gives a case of people who expected to be foes while their nations are at war.
Rather than being enemies, without having access to information about the war through media,
those people can live harmoniously in a secluded island. Lippmann shows how mass media can
set a specific agenda which can impact the opinions of the public. Be that as it may, he never uses
the expression "agenda-setting theory‟ in his book. Nevertheless, he created the establishment for
the agenda-setting theory. During the latter years of Lippmann's time, the expression "agenda-
setting theory‟ became popularized. One of the most noteworthy researches that added to this
theory was composed by McCombs and Shaw (1972). They watched the capacity of mass media
in affecting the voter's opinion on the presidential battle of 1968.

From their investigation, McCombs and Shaw (1972) discovered that mass media had a specific
level of those members from the public who every now and again alluded to information as given
by the media. Such a rate was increased for the individuals who were more interested in the
presidential campaigns. As recognized by Matsaganis and Payne (2005), agenda-setting theory has
been conducted by more than 350 researches were administered after McCombs and Shaw's
discoveries in 1972.

The perspective business viewpoints changes with integrated marketing communication. Product,
price, place about important and promotion are replaced by four aspects to be specific, consumer,
cost, convenience and communication. The consumer's needs must be understood since it is this
that the customer needs to purchase. Cost isn't just cash related; it can likewise be the time expected
to make the purchase or one of the inner voice. Comfort can be about convenience or even the time
of delivery. Communication is the way the process of conveying and sharing thoughts among
people or associations. Communication which can be portrayed as the glue that keeps joined a
channel of appropriation. The capacity of communication inside the channel of marketing is a
significant issue from both a theoretical and administrative perspective.
Communication in marketing channel can work as the procedure by which compelling information
is transmitted (Frazier and Summers, 1984). The American Association of Advertising Agencies
defines IMC as

“A comprehensive plan that evaluates the strategic roles of a variety of communication

disciplines and combines these disciplines to provide clarity, consistency and maximum
communication impact"

Moreover, in the article made by Schultz (1992), an important point was stressed on in
understanding the historical backdrop of the concept of IMC is the “Adoption by the AAA and
the AMA in America, however, not to mention its inclusion in most American marketing texts,
meant that across the Atlantic and any other ocean or sea, IMC has found some acceptance, even
in this simplified form.”

During the late 1980s and mid-1990s, a "simplified form" of the idea quickly picked up
prominence and interest among advertisers. It was regarded as an intriguing methodology with
regards to the setting of a media scene in advertising. Schultz (1992) believed that IMC had
become one of the most contested subjects in the entire marketing field. The developing idea was
actually, a popular and well-known subject in the little world of advertisers. One could feel that
every one of the elements for progress were on the table yet the issue is that IMC as a theory
developed in a very simplified form and in a wrong setting. Integrated Marketing
Communication should be regarded as an organizing principle and procedure that influences the
manner in which the marketing industry thinks and behaves. It is substantially more than just
another idea and more than just a sparkly new fun activity. The IMC suggestion is as a radical
move that would influence all that we do.

With this being said, I believe that Agenda Setting Theory goes hand in hand with Integrated
Marketing Communication. The Agenda Setting Theory allows Marketers and advertisers to
fully get the best of both worlds. The agenda-setting theory is a theory that talks about how the
mass media impacts in making specific issues as a public agenda. The public agenda is the
principle focus or prime issue which the people in communities or public worry about. As
mentioned earlier, the term agenda-setting theory was first utilized by McCombs and Shaw
(1972). This theory elaborates the association in terms of connections between the importance
that the mass media and the media crowds and the public’s response or attributes to publicized
issues (Littlejohn and Foss: 2009). The agenda-setting theory clarifies how the mass media
influences to change the patterns in political conduct during decisions (Cohen: 1963).
Consequently, the theory has propelled and created many studies and researches on how the
mass media primes and frames issues for their publics. Moreover, it also covers how the mass
media portrays a specific occasion for their media spectators (Matsaganis and Payne: 2005).

SOCIAL MARKETING THEORY

Social Marketing Theory focuses on emphasis on how socially significant information can be
advanced. This theory has been utilized by social and welfare associations to help advance or
discourage different practices. The theory is managerial in nature is with the end goal that it tries
to a framework that can be utilized to design, implement and evaluate information campaigns. The
intended target group is distinguished dependent on their information need. When this is done
information is bundled and disseminated in a way that will be effectively available to the target
audiences (Wiebe, 1951). The theory is an endeavor to distinctly see how cultural and
psychological components work to effectively control them so as to expand the efficiency of mass
media information campaigns. The theory centers around recognizing the different social and
mental boundaries that impede the progression of information through mass media and allows
thoughts and approaches to overcome these obstructions. The range of these systems run from
being indigenous to the utilization of saturation advertising (Hair, Celsi, Ortinau & Bush, 2008).

Features of Social Media Marketing

1. Creating Public Awareness: When there is a need to advance any new thought, individual
or conduct, the initial step is to create awareness that such an idea or individual exists.
Awareness is made by utilizing every single accessible channel available to ones like
news media and even new media like the internet. Perhaps the most straightforward
approaches to create awareness is having a TV campaign. However, the downside is that
is an expensive operation. The advantage of utilizing a newer form of media is that a
 more extensive scope of connected users. The utilization of the internet helps bring in a
more youthful crowd who may not read newspapers or rely upon television for
information.

2. Focusing on the Suitable Audience: When dispersing messages, it is imperative to

initially recognize the audience that needs the message and afterwards finding the most
effective methods for communicating them with the message. This aids in cutting
expenses and guarantees a more significant level of group of audience penetration. For
instance, if the message is meant for elderly folks, utilizing the internet to disseminate
information would be a futile as most elderly individuals don't utilize PCs. A
progressively viable way is use radio and TV to get the message over. (Hair et al., 2008)

3. Strengthen the Message: At the point when individuals get another message once, they
will in general overlook it effectively. It's along these lines important to fortify the
message by over and again guaranteeing that people are presented to the message from
various channels. Advancing the media in different mass media, going way to entryway,
having bunch exchanges, having banters on TV are manners by which messages can be
fortified. Individuals can in the long run change themselves as specialists when they start
spreading the message that they have gotten from others. (Hair et al., 2008)

4. Develop Impressions: At the point when the crowd isn't keen on the individual or product
item, they won't search out any information about them. In such a situation, advertising
using images are utilized. Here conspicuous and effectively understandable pictures
appear and the new product or service appears in connection to that picture. This makes a
good setting for promoting the new item. For instance, viewing an old couple think back
about their school days and sentiment while tasting a hot mug of the coffee remembering
an event often utilized to attach feelings to another coffee product, in this manner builds
its reputation (Hair et al., 2008)

5. Incite Curiosity: Making an audience looking for information, it is important to catch

their eye and invigorate intrigue. When this is done, information ought to be made
 effectively accessible to the general public. Emotional events or unforeseen events help
catch the enthusiasm of the audience. A government official photographed cleaning a
seashore helps drive home the idea that he thinks about the environment. A product such
as a dishwasher that cleans a thousand plates could arrange an occasion where a thousand
or more plates are washed using a single bottle. This occasion could be promoted as
breaking the World Record and instantly makes the public become keen on the product.
Comparable thoughts could be adopted to encourage social welfare plans and products.

In planning Integrated Marketing Communication (IMC) programs, advertisers face numerous

difficulties because of the reality that customers, brands, and the media are on a very basic level
changing in profound manners. With the expansion of new media, buyers are significantly
moving both their media usage patterns and how they use various media sources to get the
information they look for, which subsequently impacts at the point when, where, and how they
pick brands. Probably more than at any other time, their attention is everywhere, regularly due to
multi-tasking, and they are apparently in a perpetual condition of partial attention. This is where
Integrated Marketing Communication plays a vital role in connecting the supply to the demand.
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Frazier, G. L., & Summers, J. O. (1984). Interfirm influence strategies and their application within

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