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Hunger Games Marketing Communication Campaign

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Added on  2021-06-14

Hunger Games Marketing Communication Campaign

   Added on 2021-06-14

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An essay on the marketing communications campaignof the Hunger Games
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IntroductionA marketing communication campaign is a collection of acts and practices designed to support acertain brand, company, or service by distributing a particular message via various channels suchas television, media, and the internet. An organization will build a multi-pronged marketingapproach that reaches a broader audience if they are informed of integrated marketingcommunications. In the business, marketing communication plays a critical role in brandcreation. Communication has transformed today's world (Bansal and Rai, 2020). This methodhas been made possible due to technological innovation. Today's world is one of opencompetition and technology. As a result, every organization must try to place itself in such a waythat it is most able to interpret and answer the imperatives of strategic advantage. To gain thosestrategic advantages, businesses must concentrate their efforts on improving and developingmarketing campaigns (Parente and Strausbaugh-Hutchinson, 2014). Marketing communicationcampaigns are relevant not just for businesses that sell goods and services, but also for industriesthat make successful movies or films to attract large audiences. Film marketing is the process ofattempting to pique people's interest in a film to the point that they would pay money to watch it.As a result, the main objective of this paper is on gaining a better understanding of thedevelopment of marketing communications theory. This paper will discuss how the film "HungerGames" conducted its marketing campaign and how it used multiple channels and marketingcommunication principles to gain success. In addition to this, it will also discuss the role ofmarketing communications, as well as the analysis of communication issues in a comprehensiveand strategic way.Analysis The development of marketing communications theories and its relevance Marketing communications is a strategic mechanism that allows a company to communicate withits different customers. Companies aim to create and present messages for their establishedstakeholder groups by first identifying their engagement landscape, then analyzing and acting onthe responses. Marketing communication is the most important aspect of any company'smarketing strategy; it encompasses both advertising and the media used to engage withcustomers. Marketing coordination is accomplished by the use of a variety of techniques and
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marketing platforms (Varey, 2002). Personal selling, advertisement, direct marketing,communication, public relations, and promotions are just a few of the marketing communicationchoices available. In recent years, a variety of communication theories have been proposed todescribe marketing communication. The two major marketing communication theories arediscussed below (West, Turner and Zhao, 2010).Hierarchy of effect model A model of how advertisement affects a customer's decision to buy or not buy a product or aservice is the hierarchy of effects model. As a product of advertisement, the hierarchy shows theevolution of customer knowledge and decision-making activities. The six phases of the hierarchyeffects theory are awareness, knowledge, liking, preference, conviction, and purchase (Wijaya,2015). As per the hierarchy of effects theory, marketers are instructed to create theiradvertisements in such a manner that they obey the six steps that it specifies. The hierarchy ofeffects theory, as per Lavidge and Steiner, is an applied promotional technique that addresses theselling of goods through well-developed, compelling advertising messages that are intended tocreate popularity over time. Advertisers' main goal is to lead a prospective buyer across the sixlevels of the hierarchy (ur Rehman et al., 2014).This model's six steps characterize consumer purchasing behaviour. The first two stages arecognitive: awareness and knowledge, the next two are effective: linking and preference and thefinal two are behavioural: conviction and purchase. This can be further understood by using thefollowing diagram.
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Fig: Hierarchy of effects modelAIDA model of marketing communication Even though the advertising industry has become more dynamic, the ad copy concept hasremained constant. American advertisement and sales leader Elias St. Elmo Lewis invented theterm AIDA in marketing communication in the late 1800s. The concept describes the variousstages that a customer goes through before making a purchase. This model is used by marketersto persuade consumers to buy something. In today's commercials, this paradigm is often used(Hassan, Nadzim and Shiratuddin, 2015)The AIDA stands for Attention, Interest, Desire and Action. When a customer views orexperiences advertising, they go through these four steps. The role of advertising, according toLewis, is to draw consumers first and utmost. Once an advertisement has captured the attentionof the audience, it must sate the buyers' interest in the commodity (Ullal and Hawaldar, 2018).After generating interest, the ad should stimulate a desire in the customer to use the product, andthe consumer must then take positive action against the product by buying it.Fig: AIDA model in marketing communicationPrinciples of marketing communication in achieving business successMarketing communication allows the movement of goods, services, and innovations fromsuppliers to target consumers, as well as the development and maintenance of partnerships withconsumers, prospects, and other key stakeholders. Advertising and product promotion will
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