Assignment of Marketing Communication

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author’s note

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Introduction
From the different marketing channel and desired combination of tools accumulate to
bring some concept and advertise the personal and business selling and marketing which is
considered as Marketing Communication. Sponsorship, promotion and public relations are the
factors of these standards and with the marketing communicating tool a better market orientation
can be sustained in this business process.
Discussion
Answer to Question 1: Advertising theory Weak and Strong: Theory and Practice
Advertising is a paid from of marketing communication that organizations employee in
order to directly communicate messages to the current as well as potential customers. Some of
the medium that advertising use in today’s global context has grown and evolved exponentially
with the advancement of technology. Radio, television or hoardings are traditional form of
advertising digital advertising platforms like commercial website; social media etc is also
playing an important role in the IMC strategies of an organisation (Belch et al 2014).
IMC is Integrated Marketing Communication it is the plan or strategy a company
formulates to communicate the consumers ideas, product development etc. Advertising is a mode
of mass communication and is an integral part of IMC (Fill and Turnbull 2016). According to the
AIDA model of advertising and marketing, the process of advertising must follow four steps
attention, interest, decision and action. Advertising is used to create awareness among the
consumers of a product or service and in order to do so it has to properly planned and organized
(Fill and Turnbull 2016). Advertising creates interest and in turn also develops needs as well

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(Kelley and Jugenheimer 2015). For example: there are some products that people do not even
know exist unless it is advertised. Advertising is responsible for creating a brand image as well,
this is a concept of branding where the company employees through various modes of marketing
in order to create a perception in the minds of the people regarding a brand (Moriarty et al 2014).
For example: Mac Donald’s, all the commercials and jingles of Mac Donald’s portray a happy
time with friends and family as that is the image the company wants to create. The above is the
strong theory of advertising as it assumes that with the help of advertising changes can be
achieved in a positive way. It provides information about the brand and creates awareness among
the loyal and potential customers. It behaves like a tool for persuasion from the behalf of the
company to use their products or services over the other competitors (Fill and Turnbull 2016).
The strong theory is known as the cognitive approach and is mostly popular in North America.
Issues with the theory is that brands have a larger market share sell and promote their goods and
services more posing a disadvantageous position for the competition. On the other hand, in the
week theory Ehrenberg has argued that change cannot be inflicted with the help of advertising
as it is dependent on behavioral pattern of a person (Fill and Turnbull 2016). It says that it
improves the level of knowledge but it does not impact on the purchase behavior of the
consumers. This approach is known as the behaviorist approach and is popular in Australia, NZ
and UK. These theories are important as it gives a foundation for marketers to formulate strategy
and creative ideas for advertising (Belch et al 2014).
These theories influence campaigns as it directs the marketers in formulating the creative
ideas. Advertising is the process of mass communication that helps a company to interact with
the end consumers, third party organizations are hired in order to strategies and implement the
advertising of a brand (Moriarty et al 2014).

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Answer to Question 2: Media Landscape – Media Planning, Media Choice, Media changes
and trends and issues.
The media landscape with the help of digital technologies have essentially altered the
nature and function of media in the society Marketing media communication has developed and
improved immensely in the past decade. The advent of digital marketing is a benchmark change
that has taken place in the recent years (Ashley and Tuten 2015). There is a company that
provides service for each of the sub headings of marketing communication for example: media
planning agency, advertising agencies, PR agencies etc (Tuten and Solomon 2014). Some of the
traditional marketing media are: television, radio, prints promotion, OOH (out of home)
billboards and hoardings, direct marketing and press (Fill and Turnbull 2016).
With development in technology methods and approaches towards the marketing segment
has also a changed for good. The choice of medium in which marketing can be employee has
also changed and with the various services in the marketing sector. In the last 5years social
media has become the new mode of communication and marketers use this platform immensely
in order to reach the target customer (Bacile et al 2014). The rise of media is differentiated
matter that encompasses the behavioral approach of people and involved customers to buy new
products. This is a kind of state of mind that involved with the conventional manner of people
those changes by generation (Fill and Turnbull 2016). Old newspaper has changed into digital
newspaper, introduction of tablets and magazines are important aspect of media and that turn
down the impact of television as well. Radio and Television broadcasting has changed and for
that reason the direct marketing has come up by the influence of social media and publication.
All those old formats have been change into new one so the consumers are also bought those
products to involve and survive in modern market (Fill and Turnbull 2016). Digital billboards,

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advertising on the internet, radio advertising enhancement in technology etc are some of the new
marketing strategies. Skippable ads and non-skipable ads, click baits, online campaigns are some
of the new concepts that have developed in the last decade and has gained prominence in the last
10 years (Scott 2015). In the further the change is also dependent on the technology and there
can be at any moment a break through innovation like social media which might open other
doors of communication. As the reach and rates of advertising in the digital forum has also
reduced significantly. There are non-payable methods of marketing in the digital platform as well
but that is not that impactful (Tuten and Solomon 2014). Therefore the need from being creative
in the approach of marketing is important. Creativity is essential as it helps create a recall value
for the product or service. For example it is often seen that people remember a jingle or a scene
form an advertisement which is ten or fifteen years old (Fill and Turnbull 2016). The
characteristics of marketing are also evolving with the change in the medium, the lifestyle of the
people is also changing and there is a lot of time constraint which makes it important for to be
creative (Ashley and Tuten 2015).
The cost of media depends on the various factors like: reach, type of medium, impact,
factors included in the employment etc. The focus of media consumption measurement from
TRP has changed to views and clicks the importance of traditional marketing medium has not
reduced due to the advent of digitalization but for companies a plethora of options of marketing
has opened.

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Answer to Question 3: Sponsorship – As an important IMC tool
Sponsoring is basically supporting a cause or effort with monetary or any other means.
The term is usually associated with non-profit projects but it is also a way of marketing. It is
essentially an agreement in between two business entities. It is a mutually beneficial relationship
in between the organization and the sponsor (Fill and Turnbull 2016). This is a type of marketing
tool that can be associated with advertising that seeks to recognize itself with a publisher, event
or cause. For example a company that manufactures sports garments sponsor sports events
which helps the company gathers more awareness to the target market of the product or service
(Donovan et al 2016).
Sponsorship helps a company build an image by associating with events and causes that
are relevant for the perception the company wants to build. A company or a brand would use this
technique when the brand wants to spared awareness about any product development or idea.
When the company also wants to reposition the brand then a the company can choose to
associate with an event which will be associated with for example a brand that wants to establish
itself as a rebel it can choose to opt a music festival rather than a charitable event, sponsorship
also helps a company get ahead of the competition in the market as it helps the company garner
more attention from existing or potential customers. There are several aspects or elements for the
successful sponsorship as this is the reason behind the planning and implementation. Adding
value to the project and reflect the positive influence from the work is the key criteria that relives
sponsors by hitting the correct positioning in several times (Fill and Turnbull 2016). The clear
objectives is important for setting a goal and that involves all the focus and concentration that
provided by organization to satisfy the sponsors. Activation plan and sponsorship right situation
is the best accession that right holders have for the development of the organization (Fill and

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Turnbull 2016). Measuring the result is also important as the quality sponsorship is needed for
the professional approach as the result has done by the specialized loom thus there are high
chances of maintaining successful sponsors in business. It also helps the company to gain a good
reputation as well as goodwill for the company (Grohs and Reisinger 2014). It helps a marketer
strengthen its position in the market, sponsorship helps in all the ways any other means of
marketing would facilitate a company. The credibility of the sponsor on the other hand is also
responsible for the success or failure of the approach. Sponsor also helps in making business
contacts and relation in the market as the event or the cause to be effective has to be related to
the sponsor it ensures that the company also gains exposure in the market of operation as well
(Fill and Turnbull 2016). All these are implemented in order to enhance the sales rate of the
company which in turn will impact the revenue. The image of the brand can also be altered if the
cause associated with non-profit organizations (Grohs and Reisinger 2014).
According to the congruence effect on sponsorship relatedness, relevance or
compatibility plays a key role in being associated with an event or cause. The association with a
cause makes a company liable for any kind of good or bad press the event garners.
Conclusion
Communication is an important aspect of marketing mix and for this reason effective
communication strategy and value of the marketing is important for the global challenges and
effective communication process. Communication objectives also identify the customers and the
target markets and for that reason management communications and industrial market demands
are raises high and granted a better service that can peruse the economical balancing in market.

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Reference list:
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Bacile, T.J., Ye, C. and Swilley, E., 2014. From firm-controlled to consumer-contributed:
Consumer co-production of personal media marketing communication. Journal of Interactive
Marketing, 28(2), pp.117-133.
Baim, D.V., Goukasian, L. and Misch, M.B., 2015. Olympic sponsorships, stock prices, and
trading activity. International Journal of Sport Finance, 10(2), p.175.
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Donovan, R.J., Donovan, R.J., Anwar-McHenry, J., Anwar-McHenry, J., Hernandez Aguilera,
Y., Hernandez Aguilera, Y., Nicholas, A., Nicholas, A., Kerrigan, S. and Kerrigan, S., 2016.
Increasing brand recall for naming rights sponsorships. Journal of Social Marketing, 6(4),
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Fill, C. and Turnbull, S., 2016. Marketing Communications. Pearson Higher Ed.
Fill, C. and Turnbull, S., 2016. Marketing Communications. Pearson Higher Ed.
Grohs, R. and Reisinger, H., 2014. Sponsorship effects on brand image: The role of exposure and
activity involvement. Journal of Business Research, 67(5), pp.1018-1025.

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Kelley, L. and Jugenheimer, D.W., 2015. Advertising Account Planning: Planning and
Managing an IMC Campaign. Routledge.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
Wiley & Sons.
Tuten, T.L. and Solomon, M.R., 2014. Social media marketing. Sage.