Assignment of Marketing Communication

   

Added on  2020-04-15

9 Pages2451 Words88 Views
Running head: MARKETING COMMUNICATIONMarketing CommunicationName of the StudentName of the UniversityAuthor’s note
Assignment of Marketing Communication_1
1MARKETING COMMUNICATIONIntroductionFrom the different marketing channel and desired combination of tools accumulate tobring some concept and advertise the personal and business selling and marketing which isconsidered as Marketing Communication. Sponsorship, promotion and public relations are thefactors of these standards and with the marketing communicating tool a better market orientationcan be sustained in this business process. DiscussionAnswer to Question 1: Advertising theory Weak and Strong: Theory and Practice Advertising is a paid from of marketing communication that organizations employee inorder to directly communicate messages to the current as well as potential customers. Some ofthe medium that advertising use in today’s global context has grown and evolved exponentiallywith the advancement of technology. Radio, television or hoardings are traditional form ofadvertising digital advertising platforms like commercial website; social media etc is alsoplaying 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 companyformulates to communicate the consumers ideas, product development etc. Advertising is a modeof mass communication and is an integral part of IMC (Fill and Turnbull 2016). According to theAIDA model of advertising and marketing, the process of advertising must follow four stepsattention, interest, decision and action. Advertising is used to create awareness among theconsumers 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
Assignment of Marketing Communication_2
2MARKETING COMMUNICATION(Kelley and Jugenheimer 2015). For example: there are some products that people do not evenknow 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 marketingin 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 happytime with friends and family as that is the image the company wants to create. The above is thestrong theory of advertising as it assumes that with the help of advertising changes can beachieved in a positive way. It provides information about the brand and creates awareness amongthe loyal and potential customers. It behaves like a tool for persuasion from the behalf of thecompany to use their products or services over the other competitors (Fill and Turnbull 2016).The strong theory is known as thecognitive 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 andservices more posing a disadvantageous position for the competition. On the other hand, in theweek theory Ehrenberg has argued that change cannot be inflicted with the help of advertisingas it is dependent on behavioral pattern of a person (Fill and Turnbull 2016). It says that itimproves the level of knowledge but it does not impact on the purchase behavior of theconsumers. This approach is known as the behaviorist approachand is popular in Australia, NZand UK. These theories are important as it gives a foundation for marketers to formulate strategyand creative ideas for advertising (Belch et al 2014). These theories influence campaigns as it directs the marketers in formulating the creativeideas. Advertising is the process of mass communication that helps a company to interact withthe end consumers, third party organizations are hired in order to strategies and implement theadvertising of a brand (Moriarty et al 2014).
Assignment of Marketing Communication_3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Integrated Marketing Communication for Apple: IMC Campaign
|12
|2082
|83

Apple’s Integrated Marketing Communications
|4
|803
|60

Integrated Marketing Communication Answer 2022
|8
|2333
|21

Report - Integrated Marketing Communication
|17
|4982
|304

Integrated Marketing Communications
|14
|2708
|256

Integrated Marketing Communications Campaign for Volkswagen Divorce Commercial
|14
|3673
|442