Principles of Marketing Communications - Essay and Critical Reflection

This report discusses the principles of marketing communication and its issues/campaign used multiple channels in order to achieve success. It analyzes the communication issue/campaign and critically evaluates it using recognized frameworks and marketing communication theory. The report also discusses the meaning of the campaign using academic concepts and provides a critical evaluation of the market campaign in the light of understanding of the communication context and trends in marketing communications. Finally, the report includes a critical reflection on the importance of communication theories and their implementation in personal and professional life.

INTRODUCTION
Marketing communication is the systematic method used by marketers to communicate
with each other especially with their target markets. It is the channel focus on any way a business
communicates a message and delivers important data to its desired market. The case study will
be based on the ‘Hunger Games’ film which was launched in the year 2012. It was later followed
by various parts such as catching fire in the year 2013. The franchise was supported by a
successful multi-channel and transmedia campaign resulting in some of the highest-grossing
films of all time. This makes the film successful and followed many other parts such as
Mockingjay parts 1 and 2 in the year 2014 and 2015. The present report will be based on
principles of marketing communication and its issues/ campaign used multiple channels in order
to achieve success.
Analysing the communication issue/campaign
Due to lack of miscommunication, over communication, lack of understanding leads to poor
management.
Cultural difference- In today’s environment, communication plays a vital role to become
successful. Due to cultural differences, people face issues like the creation of barriers,
miscommunication, and attitudes of people. This has impacted the multi-channel of hunger
games which has affected adaptation behaviour (Yao and Ling, 2020). For better communication
and multi-channel communications respect plays a vital role, the industry has to adapt and accept
the information shared by other people. If they feel valued and respected, they can easily make
good communication while making projects such as films.
Language barriers- As there are many people working in the industry, there is a chance of
communication problems. Language barriers are the most common problem of communication
faced by people which causes misinterpretations and misunderstanding between two people or
groups of people. It occurs when people in the industry do not use the appropriate words to
express their feelings and share information. It will make the communication system ineffective
and prevents important information from being conveyed to the right people. For example- in the
franchise many people are having different languages creates problems. The way people speak in
the industry is different from each generation, this can cause issues because they cannot
understand each other if a message is conveyed properly. By using learning basics, foreign
languages, translation services through gadgets and devices will be helpful for them to improve
communication skills. With the help of communication method such as webinars, video and
social media marketers can easily overcome these language barriers, Because this can enhance
their confidence level.
Using Appropriate communication tools
When communication tools aren't used to deliver or convey messages, it can cause a
communication gap between the audience and create issues. Depending on the message, in-
person communication is more often effective and useful than through emails, messages, and
mobile phones. The franchise and the industry that is hunger games films need to understand the
importance of communication methods which is beneficial for them to the success of the overall
communication in the business. Nowadays, emails and videos are the best options for sharing
sensitive and important information as they are simple and handy to use in every situation. But
while sharing information it is important to avoid any misinterpretation and misinformation to
avoid any uncertainty.

Messages need to be conveyed to the right audience to result in the best decisions. These
messages should be understandable, acceptable, and relevant. For messages and important
information to be communicated effectively, people need to focus on the value of process,
meaningful data.
Critically evaluate the communications issue/ campaigns, using recognised frameworks and
marketing communication theory
In order to solve communication issues, it is necessary to use marketing communication
theory and various types of models. According to House, C. And et.al., (2018), engagement of
people requires some awareness and attention, expressive information, and emotional
engagement. Always consider sharing content, creation, and consumption to work effectively.
For effective communication, it is important to provide the message to the right audience, if not
done properly, can cause misinterpretation as discussed above. To solve such issues, models like
sequential models, cognitive models, customer priority, and AIDA theory would be helpful.
Communication theory plays an important role in understanding the behaviour of human beings.
With the help of this theory, media, association, and communities can be understandable.
People’s attitudes and behaviour can be deeply understood by learning communication theories.
AIDA Theory by Eimo Lewis
By implementing marketing communication Theory, The Hunger Games films achieve
success and make it’s a big hit in the competitive market. AIDA model is the fundamental theory
in the hierarchy of effect model. The four stages in Lewis' theory are interest, desire, awareness,
and action. (Fortenberry and McGoldrick, 2020). The model says that the process of how to shift
customers perceive the importance of a message and show their reaction to it.
Through the understanding of AIDA theory, hunger games film people are able to discover
awareness that the customers have noticed and been aware of the promotional activities. It says
that audiences understand and believe the important message as well as feel interested to use the
service of industry or brands and advertisements. By following this, the message arouses
customers’ desire to look for the advertisement of the brand. After, following the above steps,
customers finally do the action to purchase things. In the AIDA model of marketing
communication, each communication mix element can be influential to the particular steps.
Advertising and audiences are beneficial for building and increasing awareness about the brand,
as well as for making customers aware of its success and its interest. Nevertheless, advertising
of products or services or films that are being launched does not seem to serve to increase
people's buying behaviours.
Information processing model
Arguing this statement, Prathapan, Sajin Sahadevan, and Zakkariya, (2018) Says that, this
model says that the message and information should be received and conveyed appropriately and
cognitive problem solver. This model assumes the receiver in a persuasive communication
situation. Basically, this method is used by cognitive psychologists in order to provide detailed
information about mental processes.
Discussing the meaning of the campaign using academic concepts
The term marketing campaign refers to promoting products and services through different
types of media, such as television, radio, print, and other online platforms (Coombs, 2019).
Using transmedia campaigns, information about the brand is conveyed through the use of

different media channels. It is the best way to capture and have the audience in order to have
brand awareness.
a) Meaning created among audiences: Trans media storytelling is the best idea of
telling the stories about the brand that have provided the information to the public in the market.
Each channel is used to provide the part of the story by having the message in that particular
part. This helps the audiences to have information of the new brand in the external market. Each
channel is used in order provide the part of the story by stating the message in that particular
part. This used to make the meaning among the audience by telling them short stories and
providing the message to them. It is an excellent way in order to capture the awareness in the
films made by the company.
b) Communication mix utilised among audience: A communication mix refers to a
system that involves different types of tools that are used by the individual to communicate with
their customers or with their potential customers. Having proper communication with the public
or audience makes them have a better bonding with the audience by having this campaign
(McErlean, 2018). In order to have a successful campaign, it includes all the components of the
communication mix which could be social media, advertising, product packaging, websites, etc.
By this, the franchisees can make a wide variety of films that are high grossing in the market,
which allows them to earn more profits.
c) Selection of media influences marketing: There should be the best selection of the
media or medium in order to do marketing. There are many ways of doing marketing such as
television ads, hoardings, social media platforms, radio advertisements, etc. TV media can be
used by the franchisee to influence the marketing of their new and updated films, which will help
them earn good profits. This is because as everyone has this media at their home and by having
the ads on the TV helps to do good marketing. This is the best source of doing the marketing and
promotion of the films. Various factors that will influence media marketing are media
availability, language differences, literacy level, cultural differences, etc.
d) Creativity utilised to engage audiences: It is imperative that the franchise uses a
variety of creative methods to build audience interest in its new films. The methods that
company can use is to participate in the local media which makes the people to know about the
new films and they can use some methods by focusing on the competitors. For example, the
cited company can use these methods in order to have focus on competitors. They must come up
with new and innovative ideas in order to attract customers and enhance their interest in
watching more films from the franchise (Pamment and Cassinger, 2018). This will make them
always have the best results and have the highest-grossing films in the market. They can do this
by interacting with the public and taking the public's feedback on their launched films, which
would assist them in overcoming any shortcomings.
Submitting a critical evaluation of the market campaign in the light of understanding of the
communication context and trends in marketing communications.
In today’s era, common and most critical challenges for people new to marketing is learning
about the different types of marketing communications tools and methods.
Advertising- To reach customers, businesses need to move beyond traditional advertisement
methods. This will create awareness about the brand and people will be able to make purchases
easily. It will announce new programs and event to people and can educate them about the
benefits of using advertisement system. The major goals behind this is to influence people to take
action and try something new.

Influencer marketing- It is the practices used by various industries for promoting their
brand name. By adopting this method, the franchise can fulfil its purpose of endorsing,
promoting, and supporting brands. It is the best selection to do effective marketing
communication, as people will see the influencers making videos about the brand success, they
can make the step to purchase services.
Campaigns- A marketing communication campaigns refers to activities that are aimed by
company in order to promote their particular services or goods. This can be done through print
media, television and internet service. This will improve the communication system between two
parties they may be stakeholders, customers, owners, or audiences. One of the most important
aspects of the transmedia campaign is transmitting information about the brand through multiple
channels.
Digital marketing- To have a successful campaign franchise needs to include all the
important elements of communication mixed with the help of digital marketing. Digital
marketing is also known as online marketing in which company promotes their products or
services in order to connect with potential customers using the internet service and other digital
communication methods like multimedia messages. By adopting these methods, a franchise can
create various types of new grossing films, allowing them to gain competitive advantages and
earn more profit.
Trans media storytelling- Regarding the discussion Haas, Elmirghani, and White (2020)
stated that it is the best idea to tell stories about the brand's successes and achievements and
provide detailed information about them to audiences. Each channel is used to provide the part of
the story by having the detailed message conveyed in that particular part. The company can share
and participate in a cohesive story experience across digital platforms in order to entertain and
marketing purpose and also to capture the attention of customers.
Using Creativity to engage people- According to Marsen, S., (2020), creativity is all about
something extra to make things attractive. The franchise should utilize different creative methods
in order to make the audience engage so that they can watch films easily through various
mediums. This will create a bond between the audience and the company and make the highest
growing films in the market. As communication is the key to the success of the business, people
who are launching new things or any event need to use communication systems effectively and
theories such as AIDA and others to overcome any communication issues.
Critical reflection
Critical reflection is a systematic process of assessing, identifying assumptions about
knowledge, experience, and the way people perceive events and problems faced by them during
learning. It also involves feelings, actions, beliefs, and issues with respect to marketing
communications.
During the study I have learned that marketing communication method should be used to
attract an audience.

During the module, I have learned that communication plays an important role in the success
of any business. By adopting, effective communication methods or systems people can easily
achieve goals. There are different types of communication issues, that need to be taken into
consideration before making any important decision with communication context. Active
listening and providing informative knowledge to people is the basic process of communication
that involves their body language and listening skills. During the module, I have an experience
that without having proper communication theories people cannot make successful
conversations. As the franchise is making gross profits out of their films, they need more
attention towards marketing communication. Not only on the communication but also on the key
elements of the communication mix. With the help of communication method such as AIDA I
can make sure that the other person understood what I am trying to explain and what are the
important messages I have sent. Now I can understand the importance of communication theories
and will be implementing them in my personal and professional life. Now, I can clarify things
effectively in front of others after adopting theories like the AIDA theory of marketing
communication and information processing model.
Leading is a communication skill that motivates people to respond in open communication
to invite verbal expression. Indirect leading keeps the people controlling their direction of
communication while making innovative ideas. Also, with the help of a marketing campaign,
people can promote their products or services through various types of sources like radio, print,
television, and other online platforms. Transmedia campaigns are the best way to provide
information about the brand by utilizing different channels. I think the best way to handle any
communication issues is to learn about the communication mix which is utilized among the
audience and the company both. Nowadays, the company can have proper communication with
the audience to make better bonding with them. Business needs to focus on their packaging,

websites, and advertisements to earn more profits. Also, by using the information processing
model company can convey and deliver the message to people or any other department in the
firm. Communication adds meaning to the things people experience each and every day of their
life. Without having effective communication, people cannot achieve interpersonal skills.
Nowadays, people like to watch short films instead of detailed reviews about the brand,
video marketers will keep the important content short to send an important message to the
audience. In this module, I learned that short-form content is the most effective trend marketers
are using currently mostly the people who are in the entertainment world. In my opinion, It is
beneficial to invest long and short-form videos that can offer depth information about a brand or
service to audiences. I have learned that getting to the point with the help of videos can be more
effective for business. This is likely why platforms of social media have gained quick growth and
marketing interest with respect to the communication.
As I know customers are spending more time on mobile devices and using gadgets. So,
gaining this opportunity will also be very helpful for the franchise to grow in highly connected
generations. Thus, it is noted that mobile optimization will be more important for the business.
By posting videos and content related to the brand could overtake ephemeral content in the world
of entertainment. I think if customers feel they are more valued by the company they will be able
to purchase more.
CONCLUSION
To conclude, marketing communication and advertising create a sense of credibility, so it is
important for the industry to invest more in promotional activities in presenting itself and its
brand name in a public forum. This can convey a message and the sense of quality in front of
others, it allows marketers to repeat a message and spread information. Adopting communication
theories such as AIDA and information processing model marketers can easily attract clients.
Through the power of digital media, advertisement, and other elements people can attract more
new customers. This is the one-way medium, which is helpful for them to usually grasp the
opportunity to gather information through feedback and interaction with the audience.

REFERENCES
Yao, M. Z. and Ling, R., (2020) “What is computer-mediated communication?”—An
introduction to the special issue. Journal of Computer-Mediated Communication. 25(1).
pp.4-8.
House, C. and et.al., (2018) Perception versus skepticism—An environmental communication
issue and climate change. In Handbook of Sustainability Science and Research (pp. 893-
901). Springer: Cham.
Marsen, S., (2020) Navigating crisis: The role of communication in organizational
crisis. International Journal of Business Communication. 57(2). pp.163-175.
Haas, H., Elmirghani, J. and White, I., (2020) Optical wireless communication. Philosophical
Transactions of the Royal Society A. 378(2169). p.20200051.
Prathapan, M., Sajin Sahadevan, D. and Zakkariya, K. A., (2018). Effectiveness of digital
marketing: Tourism websites comparative analytics based on AIDA
model. International Journal of Innovative Research & Studies. 8(4). pp.262-273.
Fortenberry, J. L. and McGoldrick, P. J., (2020) Do Billboard Advertisements Drive Customer
Retention?: Expanding the “AIDA” Model to “AIDAR”. Journal of Advertising
Research. 60(2). pp.135-147.
Coombs, T. (2019) Transmedia storytelling: a potentially vital resource for CSR
communication. Corporate communications: An international journal.
McErlean, K. (2018) Interactive narratives and transmedia storytelling: Creating immersive
stories across new media platforms. Routledge.
Pamment, J. and Cassinger, C., (2018) Nation branding and the social imaginary of participation:
An exploratory study of the Swedish Number campaign. European Journal of Cultural
Studies, 21(5). pp. 561-574.
West Virginia University (2020) Trends for marketing communicators. Available from:
https://marketingcommunications.wvu.edu/industry-insights/2020-trends-for-marketing-
communicators [Accessed 19 January 2022].
UMKC8L-15-M Principles of Marketing Communications
Essay & Critical Reflection Feedback

Student number: 21043017
Clarity and depth of analysis of marketing
communications issue/ campaign (20%)
Understanding of relevant issues in the
campaign (10%)
Critical use of readings and theories (30%)
Critical evaluation and assessment of
campaign, conclusions drawn (15%)
Effectiveness of communications (style,
structure and language) (10%)
Quality, range and relevance of sources
used/accurate use of referencing conventions
(UWE Harvard) (10%)
Demonstration of clear linkages in the critical
reflection between your critical evaluation and
the module content (5%)
A B C D E NA
A B C D E NA
A B C D E NA
A B C D E NA
A B C D E NA
A B C D E NA
A B C D E NA
Marker name: S.Scott-Wilson
Key strengths:

Some mention of AIDA, although critically elements were not in the correct order
Some understanding of transmedia approach was demonstrated
Evaluation
A summary of the main activities was attempted but this was very general
Areas for improvement:
Very few of the principles and theories taught were applied or even mentioned in the
submission – POE, composite approach, STEPPS, WOM, CGC, Strong/weak theories
etc.
AIDA was mentioned but elements in the wrong order
References were very limited and improperly presented
Reflection
The reflection was descriptive and essentially a general summary