Understanding the Communications Environment

Added on - 16 Sep 2019

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Marketing communicationsNameSubmitted toDate
Table of ContentsIntroduction......................................................................................................................................3Evaluation........................................................................................................................................4Celebrity......................................................................................................................................4Storytelling..................................................................................................................................6Music...........................................................................................................................................7Gender..........................................................................................................................................8Reflection.........................................................................................................................................9References......................................................................................................................................12
IntroductionThe management process using which the organizations are able to engage their audiences istermed as the marketing communications. By understanding the communications environment ofthe audiences, the organizations are able to seek to present as well develop and present themessages that can be easily delivered to the to the identified stakeholder groups. The messageshaving significant value can easily be conveyed to the company and then identified. Theaudiences can be provided with behavioural and attitudinal responses (Parente, D. andStrausbaugh-Hutchinson, K., 2014)The traditional marketing models were seen to fail in capturing the complexity the contemporaryconsumer behaviour. Nowadays, the simple model of cause and effect is not able to define thepredictive guide for the audiences and consumers. In order to accomplish the business goals,communication models have to be established in order to ensure that all the communicationaltools are in compliance with the marketing plans. Various models have been embraced by theacademicians and practitioners for acknowledging the unpredictability and autonomy of thecustomers (Luxton, S., Reid, M. and Mavondo, F., 2015).In order to build the relationships, communication is the most critical. The relationships are builtand managed with the customers and consumers in order to have a direct bearing with themarketing communications. The marketing communications are helpful in defining therelationships in the organization with their customers not only by exchanging the messages butalso by the media choice in order to suit the preferences of the customers (Shimp, T.A., 1997).
EvaluationCelebrityThe Jaguar’s “It’s good to be bad” advertisement stars Tom Hiddleston,Ben Kingsley and MarkStrong. The advertisement was seen to promote F-Type coupe is titled as the“The Art ofVillainy” and explored why British actors play the best villains. The advertisement featuredHiddleston who is seen to discuss the characteristics of a great villain. He accelerates the car inthe underground car parking and drives off at a high speed along with quoting Shakespeare’sRichard II. The actors presented in the advertisements were seen to create a huge appeal with thetargeted audience (Keel, A. and Nataraajan, R., 2012). The use of renowned actors in theadvertisement can be explained by using McCracken model which suggests that in order tocreate a strong and effective message, the attractiveness of the spokesperson is considered. Hismeaning transfer model suggested three primary stages. First, the meanings associated with afamous person is seen to move from the product and endorser. Then the meanings that areassociated with the celebrity are related to the brand in the mind of the consumer. Finally, themeaning of the brand is seen to be acquired by the consumers. The whole model explains theimportance in the process of endorsing the products by using a celebrity.
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