Influence of Fit and Reputation in Marketing Communications

This assignment delves into the crucial role of 'fit' and 'reputation' within the realm of marketing communications. It encourages students to examine how these factors influence the success of marketing campaigns and brand messaging. The analysis involves exploring relevant academic literature, including seminal works on integrated marketing communications (IMC) and the elaboration likelihood model, as well as real-world case studies that illustrate the interplay between fit, reputation, and communication effectiveness.

Contemporary Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
Company Information (500) ......................................................................................................1
1. Marketing communications practice with regard to internal and external audiences (500)...2
2. Marketing communications theory .......................................................................................5
3. Impact of technology on the conventional boundaries of marketing communications (300).5
4. Impact, effect, and viability of contemporary marketing communications theory and
practice in the modern technology context ................................................................................7
5. Apply and analyses aspects of contemporary marketing communications theory to any new
business scenarios and problems.................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term marketing communication is also known as MarCom which is a complex and
fundamental part of marketing efforts that are taken by organisation. In this context, it can be
defined as all types of media and messages that organisation deploy to interact and communicate
with the market place. For the effective marketing communication, organisation uses few
methods such as sales presentation, PR activities, printed material, branding, direct marketing,
advertisements, trade shows and sponsorships etc (Weisfeld-Spolter, Sussan and Gould, 2014).
The present research report mainly focus on the concept of contemporary marketing
communications. For this purpose, Samsung organisation is considered. The explores the
marketing communication practices of cited firm in respect to both internal and external
audiences. Further, it also evaluates the marketing communication theory and impact of
technology on the marketing communications.
Company Information (500)
The selected company Samsung is basically a type of multinational conglomerate South
Korean company. The headquarters of cited firm existed in Suwon, South Korea and it is also a
public limited company. In addition to this, products of Samsung are such as chemicals, apparel,
electronic components, telecommunications and semi conductors etc. Long with the products
Samsung also offers the services to customers such as entertainment, advertising, communication
technology, health care services and financial services etc (Shin, 2013). The cited company was
primarily focus on exporting but late on they expand into electronics manufacturing company.
The main aim of cited firm is to increase the customers and for this they uses the innovative
technology options. In order to boost the sales and products popularity, cited firm produce
phones in more attractive and appealed manner. Samsung mainly targets the people who are
more trendy and limes to use the new and update technology. On the basis of this criteria, cited
firm target the audience who has the disposable income. In addition to this, Samsung produces
the smartphones for the customers who are more image concious. The most of the customers of
company's products are in the age group of 16-35 years in the UK (van Grinsven and Das, 2014).
In the competitive market place, cited firm also faces the close competition from Nokia, HTC,
Apple and Gionee. In respect to market share, cited firm also has the leadership position in
respect to business success.
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In order to attract new customers and maintaining the existing customers, cited firm
highly focus on their marketing activities. In year of 2012, Samsung Electronics company also
became the largest mobile phone producer n h world. In addition to this, cited firm also overtakes
the market of Nokia who was market leader. In the category of smartphones, Samsung attain the
great success and appreciated by the people (Castronovo and Huang, 2012). The cited firm also
get s the motivation through their mission statement which is 'Inspire the world, create the
future'. The main objective of Samsung is to offer the new innovation and technology to the
customers which will also become a firm as a creative master in the market place. The cited firm
adopts the marketing orientation which helps the company to consider the customers needs and
expectation at the of producing the products. In addition to this, cited firm also predicts the future
needs ans demands of market. The cited firm also has one aim related to increment in market
share by creating the prestigious and unique brand image in respect to smartphones. The cited
firm make them sure that they have wide ranges of phones product which starts form basic to
most advanced.
The term brand essence relates to the promise of company in respect to specific benefits
and values. In this the made promises are required to be relevant and meaningful to customers.
By making the effective and relevant brand essence, organisation creates the unique image which
differs them for other competitors (Panigyrakis. and Zarkada, 2014). In respect to Samsung,
brand essence of cited firm is related to accessible innovation. By creating the continuous
innovation in products, more customers are becoming loyal. In the concept of marketing
communication, the brand essence came in to he life. The effective brand essence of cited firm
easily defines the authentic character and mission of Samsung.
1. Marketing communications practice with regard to internal and external audiences (500)
In present time, for every business organisation it is essentially required to create the
effective marketing communication process with audience of both internal and external. In this
context, the internal audience are associated with the people who are closely present within the
organisation whereas, external audience are considered to those people who are present outside
of organisation but the promotional and communicational efforts are created for them. In this
context, the employees of Samsung are considered to be external audience and on other side
customers and competitors are considered to be the external audience (Killian and McManus,
2015). In order to establish open and effective marketing communication with both types of
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audience, cited firm spends more time and efforts. In the effective communication process is not
established at workplace than it means right informations are neglected. With the help of
effective marketing communication, Samsung is able to attain their objectives and goals in
effective manner. In this context the marketing communication practices with regard to both
internal and external audiences are described below such as:
Samsung's marketing communication practices to internal audience
The marketing activities and promotional campaigns can only be successful when the
employees are actively involved in this. In respect to this, the internal communication practises
are such as:
 Samsung communicates with the employees by taking regular meetings.
 With the motive of information sharing and person can not be meet than schedule
conferences calls are used by cited firm (Korol, 2014).
 Samsung involves the employees in decision making process.
 In order to communicate with the internal audience for the marketing purpose, cited firm
uses the electronic mail facility, news letter and online forum.
 In order to take the suggestions and ideas form internal audience, meetings can be
conducted.
 By using the current technological services such as telephonic communication,
conferences, video conferees, podcast, webcasts and webinars etc (Cardoso, Petrova, and
Cairrão,2015).
 To discuss the important aspects related to promoting their products, cited firm also
conducts the face to face meetings.
 The feedbacks are also taken in order to gather the information related to any tyoe of
suggestions and improvements. By giving the presentation to internal audience,
information related to target and objectives are delivered. For the purpose of segmentation and targeting the audience, conferences and groups
discussions sessions can be established (Papasolomou and Melanthiou, 2012).
Samsung's marketing practices to external audience
The main motive of marketing practices of organisation is to attract the large number of
customers towards the company's product. By making the effective marketing practices and
activities, cited firm tries to create a positive brand image in front of customers.
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The main of marketing communication is to provide the right information to customers
and also manage the demand and sales. In addition, it also helps the company to build the brand
equity by increasing the market share and enhancing the positioning in effective manner (Emery,
2012). In this regard, Samsung uses the various types of media options such as television, radio,
print advertisements and social networking sites goal is to increase their reach to customers. For
the marketing communication, cited firm uses the both digital and traditional ways The
Samsung's marketing practices for external audience are described below such as: Sales promotion- To boost the sales in shot time period, through sales offers this
customer are encouraged to buy the company's product. Online advertising- For the marketing purpose, cited firm use the internet as a medium in
order to deliver the message to customers related to product's features and benefits
(Elving, 2013). Website hub- The company's own online outlets are also an effective manner to promote
the products. Mobile marketing- In present time, with the help of advance technology, cited firm also
offers the mobile application facility to customers. In present time, many people prefers
to use the smartphones and by using the company's application hey will get attached to
firm.
 Social networking sites- In present time many social networking sites are present and
many customers are active on them. To attract the large number of customers, it is
considered as the best method because it is quite famous among youngsters (Pfeffer,
Zorbach and Carley, 2014). To attract the youngsters towards the mobile phone products,
cited firm uses the social media option. In this, sites are such as Facebook, Twitter,
Pinterest and Instagram etc. Cited firm also maintain their blogs by updating current
informations related to organisation.
2. Marketing communications theory
The process of marketing communication has become the integral part of every
organisation. In respect to this concept, one marketing communication theory is selected which is
known as ELM (elaboration likelihood model) model. By using this model, Samsung can
effectively share and deliver the information to target customers and market as well. By using
this theory, cited firm basically aims to influence ad encourage the customers to purchase the
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company's product without switching to substitute products (Segal and Giacobbe, 2015). By
using he ELM model, Samsung tries to changes the attitude and behaviour of customers by
defining the benefits and features of products. With the hep of this, customers perceive the
positive in formation by interpreting the advertisement message in right direction. Basically the
ELM model defines the mental attitude of customers in respect to processing the message related
to products which they gain form the marketing communication process. Basically this model is
used by organisations to understand, describe and predict the behaviour of customers. In this
model theory of absolutism is also included because it is based on the market research and
surveys. This model is emerged by organisation after completion of observation and research
process n the surveys. Along with this elaboration likelihood model also defines the persuasive
process in respect to interpreting the message. The ELM theory describes that it is a process of
communication between the organisation and customers n which every entity receive, deliver
and interpret the messages and information (Deshpande, Bhanot and Maknikar, 2015). This
theory includes the two types of processes such as central and peripheral processing. By making
the use of this theory, Samsung will be able to create the effective and accurate marketing
communication process with the external audience. This theory will also influence the consumers
to at least try the company's product one time. For influencing the customers, this theory helps in
changing the customers attitude in positive and right direction towards the company and product
as well.
3. Impact of technology on the conventional boundaries of marketing communications (300)
In present time, changes in the time also links with update in technology. With the
continuous research and innovation, technology has become more advanced. The advancement
in technology gives impact on the all types of business operations in both positive and negative
manner (Farrelly and Quester, 2015). In respect to this, the technology also gives impact on the
conventional boundaries of marketing communication. In respect to create the effective
marketing practices, technology plays and important role. By making use of internet facility,
cited firm tries to connect and communicate with the customers, for the alignment of sales and
marketing related operations, technological services are more effective. In respect to Samsung,
the technology is use with the help of integrated marketing communication, cited firm is able to
coordinate their advertisements messages to develop strong relationship with the customers and
also to build the brand image in positive way in front of market place (Weisfeld-Spolter, Sussan
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and Gould, 2014). By using the website hub and mobile marketing, customers and organisation
can directly communicate with each other. By using the effective technological services, cited
firm add the innovation in mobile phones in respect to screen, camera, resolution and operating
system etc. For the conventional boundaries of marketing communication, cited firm effectively
uses the technology because it gives the positive impact (Shin, 2013). In addition to this, by
making use of technology, cited firm out source the function which are related to marketing and
sales. In order to meet the demands and requirements of customers towards the smart phones,
cited firm uses the update and innovative technology to modify their existing products so that
satisfaction level among customers also increases. By considering the customers expectation at
the time of product production, cited firm becomes the customers centric and follows the
marketing orientation. By using the technology, cited firm also sells the products by taking the
orders from the online web portals and also update the information on it about the products so
that awareness among customers can be increased (van Grinsven and Das, 2014).
Making and justifying choices
Cietd firm uses the technological services which helps the company to increase the sales
and productivity along with the increment in the customer's satisfaction level. In this context,
with the help of digital marketing, cited firm will be ale to attract the large number of customers
towards their product. By creating the application and using the features of mobile marketing,
cited firm is able to communicate with customers in more effective manner. With the help of
mobile application, customers can easily order the products and also solve their doubtful queries
in more fast manner (Castronovo and Huang, 2012). Along with this, cited firm also create their
websites with the help of technology, through this cited firm increase the awareness among
customers about the products benefits and features. The used technological services in
advertisements also helps in attracting and influencing the customers towards the company's
product. So it can be define that the used technological options are beneficial for the company in
order to increase the performance, productivity and sales. Along with all these it also helps the
company to increase the customers size and their satisfaction level.
4. Impact, effect, and viability of contemporary marketing communications theory and practice
in the modern technology context
The model of elaboration likelihood considered is effective through which it is possible it
understand about the practices being undertaking for sharing information with target market.
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Further, Samsung carries out overall operations in the market where competition level is high
and due to this reason considering effective marketing communication theory is must for
business (Panigyrakis and Zarkada, 2014). Apart from this, theory of elaboration likelihood
model is quite effective which with the help of which Samsung has determined the way of
sharing important information with customers which directly influences their decision making
process. Apart from this ELM model is based on large number of assumptions which are people
are overloaded with persuasive messages, it is not easy to evaluate any specific message and
people process message into two ways which involve central and peripheral. In case if the
message transmitted with the help of appropriate source is effective then it directly influences
purchase decision of target market (Killian and McManus, 2015). Further, the theory of
marketing communication has direct impact on the modern technology where it has allowed
businesses to select appropriate source with the help of which information can be easily shared
with the target market
Moreover, selection of inappropriate source has negative impact on the business and
sometime it acts as hurdle in accomplishment of desired goals and objectives. Apart from this,
two routes are present which are linked with the ELM theory and it states that in peripheral route
individual does not pays attention to persuasive agreement and one of the most appropriate way
considered for motivating people is to undertake central route. In case if the target market takes
initiative in order to understand about the information being shared then it directly acts as
development tool for the business (Elaboration likelihood model. 2010). Marketing
communication theory has supported in understanding about the significance of technology in
sharing crucial information linked with products with the target market. In the modern era
employing advanced technology generates interest in the target market and they take initiative to
purchase the product. Apart from this, majority of the people living in the society are directly
motivated to adopt central route so that they can easily understand about the message being
shared. On the other hand for large number of businesses it is possible to adopt marketing
communication theory such as ELM with the help of which corrective measures can be taken by
enterprise in order to share crucial information with the target market. Advanced tools along with
technology such as social media supports in sharing relevant information with the customers and
this decreases time along with cost required in sharing data. In order to accomplish the objective
of long term changes in attitude central route can be easily employed (Korol, 2014). Apart from
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this, considering this theory every individual pays attention in relation with how to make
decisions. Therefore, with the help of this it can be easily stated that marketing communication
theory has positively influenced and affected the modern technology where advanced tools are
being employed for sharing information and this influences purchase decision of target market
(Cardoso, Petrova and Cairrão, 2015).
5. Apply and analyses aspects of contemporary marketing communications theory to any new
business scenarios and problems
ELM theory can help the others corporation to design new business scenarios by
providing new perceptions to consumers. This process contribute effective role for organisation
to increase its sales by changing attitude of customers in the market. In addition to this, it also
helps the management of organisation to develop products as per need and requirements of
service users. Further, it also aids to identifies the issues regarding products which contribute
effectively to solve them very fast (Papasolomou and Melanthiou, 2012). It can help the
enterprise to increase market share and growth in the market.
CONCLUSION
With the help of present research report it is articulated that in present time to run the
business operation of marketing in effective manner, organisation requires to use the
contemporary marketing communication practices. By using the effective marketing
communication practices. The present report describes the importance of marketing
communication process and uses of technology in this.
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REFERENCES
Books and journals
Cardoso, A., Petrova, D.P. and Cairrão, A., 2015. Assessment of the Effectiveness of Sport
Sponsorship as a Tool of Marketing Communications.The International Journal of
Business & Management. 3(7). pp.133.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1), p.117.
Deshpande, S., Bhanot, A. and Maknikar, S., 2015. Assessing the Influence of a 360-degree
Marketing Communications Campaign With 360-degree Feedback. Social Marketing
Quarterly. pp.1524500415599528.
Elving, W.J., 2013. Scepticism and corporate social responsibility communications: the
influence of fit and reputation. Journal of Marketing Communications. 19(4). pp.277-292.
Emery, B., 2012. Sustainable marketing. Pearson.
Farrelly, F. and Quester, P., 2015. An examination of the dyadic relationship between Sports and
Sponsors: The Case of the Sydney Olympics. Global Perspectives in Marketing for the
21st Century. pp. 409-412.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital era:
Managerial guidelines for social media integration.Business Horizons. 58(5). pp.539-549.
Korol, A.N., 2014. Viral Marketing in System of Innovative Marketing Communications.
Bulletin of PNU. 33(2).
Panigyrakis, G. and Zarkada, A., 2014. A philosophical investigation of the transition from
integrated marketing communications to metamodern meaning co-creation. Journal of
Global Scholars of Marketing Science. 24(3). pp.262-278.'
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pfeffer, J., Zorbach, T. and Carley, K.M., 2014. Understanding online firestorms: Negative
word-of-mouth dynamics in social media networks. Journal of Marketing
Communications. 20(1-2). pp.117-128.
Segal, M.N. and Giacobbe, R.W., 2015. Scope of Marketing Communication in a Developing
Nation: An Empirical Analysis of Managerial Practices and Perceptions. In Proceedings of
the 1993 World Marketing Congress. pp. 318-321
Shin, K.Y., 2013. The Executor of Integrated Marketing Communications Strategy: Marcom
Manager’s Working Model. Springer Science & Business Media.
van Grinsven, B. and Das, E., 2014. Logo design in marketing communications: Brand logo
complexity moderates exposure effects on brand recognition and brand attitude. Journal of
Marketing Communications. pp.1-15.
Weisfeld-Spolter, S., Sussan, F. and Gould, S., 2014. An integrative approach to eWOM and
marketing communications. Corporate Communications: An International Journal. 19(3).
pp.260-274.
Online
Elaboration likelihood model, 2010. [Online]. Available
Through:<https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Health
%20Communication/Elaboration_Likelihood_Model/>. [Accessed on 6th May 2016].
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