Marketing Communication Model Analysis

The assignment presents a collection of academic articles focusing on diverse aspects of marketing communication. These include social media's role in alternative marketing, the impact of photography and digital content marketing, the influence of public relations on customer loyalty, and strategies for integrating tourism market segmentation, targeting, and positioning. The analysis requires understanding various theoretical frameworks and their practical applications.

Running head: ARTS PHOTOGRAPHY PROJECT
Arts Photography Project
Name of student
Name of University
Author note

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ARTS PHOTOGRAPHY PROJECT
Executive summary
The report was prepared to develop a strategic plan for managing the PR campaign
related to the Arts Photography project. The event was managed to spread health awareness
among people about the cardiovascular risks in actual lifestyle habits through an Arts and
photography exhibition. The major objective of the event was to attract more audiences and
make the event successful by making people aware of the unhealthy habits that could be the
cause of cardiovascular diseases and even how the heart could be kept healthy. The core
strengths of the event were to raise awareness among people and even bring out the hidden
talents of many photographers by promoting their captured photographs. The targeted audiences
were the students, photographers, health conscious people and even the individuals who
somehow had faced some kinds of cardiovascular diseases in the past. The tools used to targeting
the audiences were newspapers, magazines, social media websites, posters and even by sending
emails to certain people. The marketing approaches that should be used had been segmentation,
branding strategies whereas strategies could be implemented for enabling media outreach and
delivering proper content to the audiences for influencing their behaviors to get involved in the
arts photography event.

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ARTS PHOTOGRAPHY PROJECT
Table of Contents
Situational analysis..........................................................................................................................3
Goals................................................................................................................................................5
Objectives........................................................................................................................................5
Target audience................................................................................................................................5
Target media....................................................................................................................................6
Marketing Concepts.........................................................................................................................7
Strategies and Tactics......................................................................................................................8
Crisis Planning...............................................................................................................................11
References......................................................................................................................................12

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ARTS PHOTOGRAPHY PROJECT
Situational analysis
The report is prepared to focus on the strategic plan for managing an international arts or
cultural event. Here the strategic plan for the PR campaign of the project will be prepared related
to the arts photography project. The arts event will be arranged to make people aware of the
cardiovascular risks in actual lifestyle through the event comprising of photographs that can
describe about the heart and stories revolving around it related to the people. The situational
analysis would be done with the use of SWOT analysis that could demonstrate the strengths,
weaknesses, opportunities and threats that might be experienced while managing the arts
photography project at Ireland (Costello 2012).
Strengths
Progetto Cuore is the name of the arts event that has been arranged to attract huge
number of people and make them aware of the cardiovascular risks in daily life and those can be
overcome with early precautions. One of the major strengths of the event could be the
photographs that would capture every heart and tell the stories of people about whether their
heart is healthy or not. The event has the capability to attract huge numbers of people because
nowadays people are becoming more health conscious and want to live a healthy life by staying
away from any heart related diseases (Lopes 2012). The event would create major scopes for
them to understand their bad habits, try not to repeat those for maintaining a stable heart, and
ensure proper flow of blood all through the body. Many artists would also be able to promote
their talents and skills and allow the health care organizations to raise awareness among people
too.
Weaknesses

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One of the major weaknesses could be the lack of enough budget and time to engage all
the people together to become a part of the event. The location might not be effective, which
could create difficulties for the audiences to visit the event and understand its benefits.
Opportunities
There would be numerous scopes and opportunities for the artists and photographers who
would present their skills through expressing people’s response and heart conditions through
photographs captured at different stages. The beautiful photographs captured and exhibited at the
event would also be sold and could even be used for portraits, fashion, health awareness
photographs at health care organizations (Eriksson and Emmelin 2013). The photographs
promoted at the event could also be the cause of online advertisements that should create
awareness among people regarding the bad habits that must be stopped to keep a healthy heart.
Threats
Due to the immense competition in the photography business, time could be major factor,
which should be considered for managing the event by adding some extensive differentiable
features to the event. The changes in technology and trends could also make it inconvenient to
manage the event properly. So, it would be essential to make sure that the photographs possess
something unique and expressive that could make people aware of the cardiovascular diseases
related to the daily activities and decide about what to carry on and what to stop (Khaw 2012).

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Goals
The actual goal of the arts photography event arranged at Ireland would be to improve the
quality of life by making people become more aware of the cardiovascular risks that might be
associated with the daily activities.
Objectives
 To create awareness among people about the cardiovascular risks in actual lifestyle
through promotion of photographs
 To identify the hidden talents of many artists and presenting a positive culture aimed at
identifying the cardiovascular diseases and ways of overcoming those
 To evaluate the probable impacts that might be created due to the arts event
 To recommend necessary measures for making people aware of the causes of
cardiovascular diseases and take precautions quickly
Target audience
There are specific segments of audiences whom are targeted for becoming part of the
event, so that the health awareness can be successful as well as the talents of artists will be
praised by everyone. The targeted audiences could include artists, photographers, arts graduate
students and people interested in cultural matters.
The tools and techniques used to attract these audiences are social networking websites
where the event could be promoted to rouse interest among t he audiences. There are websites
related to the event where people can even book tickets as well as gain information about the

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various programs that will be included in the arts photography event (Castronovo and Huang
2012).
Other targeted audiences should include the upcoming photographers not only from
Ireland but also from other parts of the world and even the popular Irish photographers like Ross
McDonnell, Richard Moose, Jack Caffrey. These popular guests would not only enrich the
event’s innovativeness but could also draw in more audiences. Many of the people who had
experienced cardiovascular diseases during the past few years would likely to become part of the
event along with the health conscious customers (Korda and Itani 2013). They could be invited
through direct mails or through social media websites. Press releases should be arranged along
with posters and promotional videos that would show few of the captures done by photographers.
The health conscious customers would likely to become part of the event to know about healthy
living habits and how their heart could be kept healthy and many other cardiovascular risks could
be stopped (Andreasen 2012).
Target media
The target media is needed to be identified to manage the public relations and ensure
successful event management. Few target media that could be used include local newspapers
where the features of the event and location should be displayed and the necessary options
available to purchase the tickets. Local magazines, radio and televisions could be used as
effective target media platforms. The spreading of information and messages about the event
could be done online as well for making audience influenced to become a part of the event (Julia
et al. 2014).

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Marketing Concepts
Marketing is the promotion and sell of a particular product offered by the organisation. It
focuses on the communication process the organisation adopt for communicating its products to
the target customers. The activities according to Armstrong et al (2015) is not only limited to the
promotion of the products and services to the customers by involves way beyond it. This ranges
from the need identification of the product or service being delivered to positioning the product
accordingly in the market to gain maximum desirable attention from the target customers. The
primary concepts of marketing are as follows.
Need identification
This concept in marketing identifies the need of the product being delivered and
modification of the same according to customers’ need. This can be considered as the first step
towards marketing. The marketer in here is involved in identification of need of the customers,
which helps them in taking necessary approaches to market the product satisfying the need.
Segmentation and Targeting
Segmentation and targeting in marketing involves the identification of the target
customers through market segmentation and targeting the same. The companies mostly use the
STP tool that stands for segmentation, targeting and positioning to identify and address the target
population in a particular market (Pyo 2015). This project will implement this for segmenting the
population in various groups that will help targeting particular segments with related needs for
the event.
Content Development

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Major interest of marketing is to communicate the products or services to the customers.
Hence, as put forward by Holliman and Rowley (2014), it is of primary need for the marketer to
develop quality content for communicating value to the customers. The authors considered this
as one of the important concept of marketing as it helps determining the impact of promotion of
the product. Greater quality of the content will help attracting greater attention from the
customers.
Branding
Branding as proposed by Richards (2015) is the creation of brand image in the target
market segment. It is also a primary concept of marketing as increased brand value helps
attracting greater audience interested in the project.
Positioning
Positioning, lastly, as identified by Sirianni et al (2013) is the concept that communicates
where the product is place in the market. For example, the art photography project is likely to
attract the students of arts and the students interested in heart disease to whom it will
communicate the knowledge. Hence, this requires the marketers to position the event accordingly
to attract the interested audience for the event.
Strategies and Tactics
A number of strategies are important that needs to be adopted for satisfying the marketing
needs. It is important for the marketers to follow the steps accordingly to gain success in
marketing.
Media Outreach

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Media outreach is the first strategy required that helps identifying potential media
necessary for marketing to target the appropriate audience. It is the identification process of
desired media outlets, which will help better communicating the event to the customers (Griffin
and Taylor 2013). The strategy in this case will help identifying the digital promotional platform
necessary to communicate the message to the students of IADT, student of Arts and the students
of cardiology. These platforms can be social networking platforms, email or SMS marketing,
promotional video marketing, blogs and many more.
Press Release
Press release is another influential strategy commonly incorporated by the event
organisers for notifying the target customers of particular events. As put forward by Mata and
Quesada (2014), press release is the official declaration of the launch of particular product or
event. This can take various mediums in digital marketing such as e-newspaper or video
conference that helps notifying the particular date and venue of the event to the customers. The
project can utilise this for officially notifying the details of the event such as venue, time
schedule, duration, works showcased and major participants to the target audience
Editorials
Editorial is closely related to the content marketing strategy and can be considered as the
same, which communicates using web-friendly content and interactivity on platforms.
Companies using this marketing strategy develops content for driving traffic, engage with the
audience, and spur conversation (Parente and Strausbaugh-Hutchinson 2014). It can be
considered as the roadmap for using various resources, tools and contents for meeting the online

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objective. This strategy incorporates five steps that can bring success to the editorial marketing,
which are as follows.
Define target audience – identification of the appropriate audience for the content
Communication of mission statement – Next is to propose the purpose of the event and the
deliverables in the same.
Design of the Content – This involves the quality of the content that will grab attention of the
target population.
Mode of Promotion – this is the medium of communicating the content. Content for this
particular event can be communicated thorough social networking web pages due to its easy
accessibility to the target market. Moreover, email marketing, SMS marketing, webpage and
blog marketing will also be useful for this case
Measurement –This involves measurement of the exposure received by the content and both the
positive and negative appreciation received.
Social Media
Social media marketing strategy is the use of social media for promoting and developing
public relation. Public relation as defined by James and Rajendran (2013) is the practice
communication management between organisation and target audience for sharing mutual
benefits. Use of social media can help the marketer develop public relation focusing on particular
events by highlighting the deliverables of the event.

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ARTS PHOTOGRAPHY PROJECT
Crisis Planning
Timeline
Activity Description Time assigned
Event Planning This is the planning process
of the art and photography
event
1 month
Resource Accumulation Gathering of the resources
from various sources
2 months
Sponsorship collection Approaching different
organisations for collecting
sponsorship for the event
2 months
Marketing Implementation of
marketing plan.
3 months
Resource allocation Distribution of resources
accumulated for organising
the event
1 month
Ticket distribution Selling of the tickets for the
event
15 days
Event Actualisation of the event 5 days
Budget
Expenses Estimated Expenditure
Digital marketing Expenditure $1500

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Ticket printing $500
Gallery Rent $1000

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References
Andreasen, A.R., 2012. Rethinking the relationship between social/nonprofit marketing and
commercial marketing. Journal of Public Policy & Marketing, 31(1), pp.36-41.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness, 6(1), p.117.
Costello, D., 2012. Automat, Automatic, Automatism: Rosalind Krauss and Stanley Cavell on
Photography and the Photographically Dependent Arts. Critical Inquiry, 38(4), pp.819-854.
Eriksson, M. and Emmelin, M., 2013. What constitutes a health-enabling neighborhood? A
grounded theory situational analysis addressing the significance of social capital and
gender. Social Science & Medicine, 97, pp.112-123.
Griffin, M. and Taylor, T.I., 2013. Of fans, friends, and followers: Methods for assessing social
media outreach in special collections repositories. Journal of Web Librarianship, 7(3), pp.255-
271.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
James, S. and Rajendran, L., 2013. Effect of public relation on customer loyalty with special
reference to e-commerce portals. Journal of Multidisciplinary Research, 5(2), p.87.

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Julia, L., Cortina, R., Grundback, J., Serghine, M. and Le Nerriec, Y., Qualcomm Inc,
2014. Media delivery system and method for transporting media to desired target devices. U.S.
Patent 8,787,164.
Khaw, L., 2012. Mapping the process: An exemplar of using situational analysis in a grounded
theory study. Journal of family theory & review, 4(2), pp.138-147.
Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior
change. Health promotion practice, 14(1), pp.15-23.
Lopes, D.M., 2012. Afterword: Photography and the “Picturesque Agent”. Critical
Inquiry, 38(4), pp.855-869.
Mata, F.J. and Quesada, A., 2014. Web 2.0, social networks and e-commerce as marketing
tools. Journal of theoretical and applied electronic commerce research, 9(1), pp.56-69.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Pyo, S., 2015. Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism, 15(3), pp.253-281.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal, 10, p.2015.
Sirianni, N.J., Bitner, M.J., Brown, S.W. and Mandel, N., 2013. Branded service encounters:
Strategically aligning employee behavior with the brand positioning. Journal of
Marketing, 77(6), pp.108-123.