4MK006 Introduction to Brand Communication: MiniMaster Sports Report

This report provides a comprehensive analysis of MiniMaster Sports' brand communication, a gaming company specializing in sports action games. It begins with a brief background of the company, its founding, and its core product, the golf classic game, which inspired the development of Minimaster football. The report then delves into the key objectives of their advertising efforts, including raising brand awareness, attracting new customers, and increasing sales. The target audience, primarily children and adults who are football and golf fans, is identified, along with the advert's USP. A semiotic analysis is applied to the advertisement, examining the use of signs and symbols to convey meaning. The report further explores the type of appeal utilized (personal and celebrity appeal) and the application of the BCG matrix as a theoretical model. Pricing strategies and methods for assessing the advert's persuasive impact on the target audience are discussed. Finally, future recommendations for the business, such as content personalization and dynamic display adverts, are suggested. The report concludes with a list of references.

MiniMaster sports company
INTRODUCTION TO BRAND COMMUNICATION
NAME
PROFESSOR
COURSE
DATE

A brief background to the organization
MiniMaster sports company
 This is a gaming company located in Leominster, Herefordshire. It is basically a retail industry
with a company size of between 1-10 workers.it was founded in the year 2013 and privately held
by Simon Winfield and director Bill harper.
 The company usually designs, produces and markets the real sports action games. The main
game that inspires the development of the company is the golf classic game. It also led to the
development of Minimaster football which is typically a fun and problematic action game.
 Fig 1.1 Background
 This generally incorporates various skills, tactics and opportunities to design drama. Its features
are customized and innovative to offer precise game gameplay, also high tech display

What were the key objectives of the advert
 Making potential clients aware of the existence of gaming products. It also attract new customers to acquire attention and build brand
awareness. It is also aimed at increasing the sales volume and profitability of the gaming products (Balci,and Özgen, 2017,p.34).
 Advertising has constantly developed since its initiation because of sponsors reliably looking for the best ROI (rate of profitability)
conceivable.
 Regular publicizing stages, for example, Television and Radio have been used by organizations to advance their items and
administrations for a considerable length of time.
 Be that as it may, the fame of publicizing on these mediums has declined because of expanding costs and diminished ROI.
 While a few organizations are as yet exploiting the conventional publicizing stages, numerous others have turned to advance themselves
somewhere else.
 Fig 1,1 adverts
 One of the most current mediums being utilized for publicizing is computer games

Who is the target audience, and what is the advert USP?
 The target audience is the kids and also adults who are mainly football and gold diehard fans.
 On the open doors that developing media may offer advertisers in the computer game industry, gaming
crowds likewise reflect target crowds of numerous purchaser confronting brands (Glanfield,2018,p.56).
 This implies video gaming stages could be an extraordinary spot for brands to associate with their intended
interest groups.
Fig 1.3 Target audience
 Gamers are essentially twenty to thirty-year-olds, equally split in gender, and have matured with the gaming
business. While they were youngsters when the most punctual, less-refined games came out, recent college
grads have become very well informed and have grasped the present progressively creative gaming stages.

Apply semiotic analysis
 Semiotics is a part of science that reviews signs and investigates how individuals make signs, manufacture a
framework from those signs, and impart through this station. Semiotics developed as an option in contrast to
the idea of considering correspondence to be a procedure.
 As opposed to this understanding, communication is a field of importance creation (Verma,2010,p.77). The
best technique in unravelling promotions is the semiotic examination (Belch And Belch,2014,p.87). The
semiotic analysis centres around the arrangement of standards which rule the talk of these writing
 Fig 1.4 Use of colour and images in semiotics
 In this manner, by running a business crusade with a famous sportsperson, Clear has been making a critical
commitment to its image picture, acknowledgement and deals (Fiske 2010,p.76).
 Notwithstanding all these, utilizing kid's fans as opposed to grown-up fans (clients) in the pictures will make it
simpler for the watchers to build up the connections inferred by the ad.
 The relationship between kids' enthusiasm for hair care and their Ronaldo esteem or solid picture shows up not
to be a nearby one from the semiotic viewpoint.

What type of appeal did you use?
 The minister's FOOTBALL enables various small and large scale retailers to use the
appeal of the global biggest sports to create efficient in-store events. These key
events highly attract, entertain and also ensure active participation of the kids and
adults.
 The main appeal is personal and celebrity appeal
 The appealing background is the natural characteristic of key world players like
Ronaldo.

Which theoretical models have you applied to?
BCG matric.
 It is one of the best marketing strategies used by companies (Adams and Smart 2017 p.89). The idea is that this model will help classify the products and services we are
going to provide to the market. The model will help the company come up with an appropriate decision.
 Cash cows- products that will have a high market share, but they have a low growth rate (most profitable to business) (Bishop 2017 p.87).
 Stars-those products with high market share but the high growth rate in the market (much competition).
 Question marks- those products with low market share but high growth rate (there is uncertainty).
 Dogs -those products with low market share and flat growth rate (less profitable to the company).
Pricing strategies
 Pricing is the best method in the marketing mix today (Usman and Olatunde, 2015 p.80). The advert considers price as one of the critical aspects. The idea is that we want
to have prices that will be affordable. I have incorporated some strategies necessary when anything related to the amount.
 We have considered strategies in the pricing model. Our prices should comply with elements, as shown in the image.

How would you assess whether the final advert persuaded your target audiences?
Using customer feedback.
 I will have to create a website for the company.
 Most of the businesses have been accruing feedback results via online websites.
 I will have to indicate the rating scale inside the advert for collecting feedback.
 Expect the targeted individuals to rate the work of the advert.
 The rating starts at one to three.
 Satisfied
 Unsatisfied
 Neutral


How would you measure the success of your advert?
 From the customer feedback report, I will measure the success of the advert. I anticipate the market to
provide both positive and negative results on the advert.
 The highest level of satisfaction shows how the advert persuaded a large number and vice versa (Tang
and Yuan, 2016 p.54).
 These ratings determine the success of the advert.


What future recommendations
would you suggest for the
business? The company has to check on some of the crucial elements we have;
 The business should understand it is always necessary to make the content that fits the advert
(O’Driscoll,2019 p.12).

 It is good to personalize the advert to raise engagement.
 The business has to focus on dynamic display adverts to win back clients (Cartwright et al 2016 p.89).

References
 Adams, P. and Smart, L., 2017. From advert to action: behavioural insights into the advertising of financial products. FCA Occasional Paper,
(26).
 Balci, V. and Özgen, C., 2017. What Sports Advertising Tell to Us? Semiotic Analysis. Journal of Education and Training Studies, 5(6), pp.24-32.
 Belch, G.E., And Belch, M.A. (2014) Advertising And Promotion: An Integrated Marketing Communications Perspective. Mcgraw Hill
 Bishop, T., 2017. As programmatic advertising becomes the new normal, how can advertisers create greater consumer engagement and
publishers ensure greater return?. Journal of Digital & Social Media Marketing, 5(1), pp.6-17.
 Cartwright, J., McCormick, H. and Warnaby, G., 2016. Consumers' emotional responses to the Christmas TV advertising of four retail
brands. Journal of Retailing and Consumer Services, 29, pp.82-91.
 Elhajjar, S. and Dekhili, S., 2018, June. Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions.
In Academy of Marketing Science World Marketing Congress (pp. 1-12). Springer, Cham
 Fill, C. And Turnbull, S. (2016) Marketing Communications: Discovery, Creation and Conversations. Pearson
 Fiske, J. (2010) Introduction to Communication Studies. Routledge.
 Glanfield, K. (2018) Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy.
Abingdon, Oxon: Routledge.
 Lindstrom, M (2012) Brand Sense. Kogan Page.
 O’Driscoll, A., 2019. The Catch-22 of Advertising Practice (and Other Deflections): Perceived Challenges to Creating Less Sexist Content.
In Learning to Sell Sex (ism) (pp. 155-198). Palgrave Macmillan, Cham.
 Özel, M., & Amcaoğlu, D. (2018). Advertisement and slogan in the brand position: an analysis on Besiktas football team.
 Tang, S. and Yuan, J., 2016, October. Optimizing ad allocation in social advertising. In Proceedings of the 25th ACM International on
Conference on Information and Knowledge Management (pp. 1383-1392).
 Usman, D.S. and Olatunde, A.D., 2015. Factors that influence advertising design ideation. Mgbakoigba: Journal of African Studies, 4, pp.1-12.
 Verma, H. (2010) Branding Demystified: Plans to Payoffs. Sage Publications.
 Windahl, S., Signitzer, B., And Olson, J. (2012) Using Communication Theory: An Introduction to Planned Communication. Sage.