Comprehensive Analysis of Marketing, Advertising, and Communication

This assignment provides a comprehensive analysis of various marketing strategies and advertising techniques. It discusses the effectiveness of advertising in today's world, the use of communication models in promotional campaigns, and the impact of humor in advertising. The assignment also examines competitive strategies, crisis management, and the role of social media in marketing. Specific examples, such as FedEx China-Australia's advertisement and Quintis Sandalwood's promotional video, are analyzed to illustrate key concepts. Furthermore, the document explores the differences between high and low involvement products, the competitive landscape of retailers like Coles and Woolworths, and the importance of integrated marketing communications. The analysis also touches upon the Dreamworld incident, highlighting the significance of effective crisis management strategies.

Running head: MARKETING
Marketing
Name of the University:
Name of the Student:
Author Note:

1MARKETING
Answer 1
The advertising industry is dying as most of the audiences do not even pay attention
to the promotional messages now a day. This is because people are becoming so busy with
their lives that the advertisers fail to engage them. However, online advertisements are very
trending now and recently; a display advertisement of FedEx China-Australia has grabbed my
attention. The advertisement is trying to convey a message to its target audience that it is the
best and fastest courier service (Carpenter, 2015).
Answer 2
Quintis Sandalwood uses celebrities as its major source because of the major
communication processes and functions, encoding, decoding, response and feedback. It is
true that if the sender is an effective leader or celebrity, consumers tend to focus on those
advertisements more and easily decodes the message. Moreover, they even respond and give
their valuable feedback over the social networking sites. The packaging of the promotional
video is very attractive as it gives a detailed analysis of the product is being prepared
(Quintis.com.au, 2018).
Answer 3
Humor advertising can help in improving brand recognition and is more likely to
secure the attention of the target audience. However, using humor to communicate a
threatening message in advertising is often practiced by the advertisers. The effectiveness of
the humor combination totally depends on the individual’s involvement with the issues (Yoon
& Tinkham, 2013).

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Answer 4
The high involvement products in advertising are generally caused at the time when
the customers notice the major differences between its alternatives. The consumers tend to
spend more time in order to evaluate the differences for arriving into the right decision. On
the contrary, in lower involvement products, the customers do not display their loyalty to the
brand. They can switch their brands at any time (Kim & Cheong, 2011).
Answer 5
Coles’ ability to respond to its competitors lies in their abilities for innovation in order
to shed the ‘second mover’ status. Woolworths is growing faster than Coles because of its
diversification of the strategies. It has maintained a high as well as low pricing strategy. It
established itself as Fresh Food People, in front of its customers. On the other hand, Aldi’s
key competitive points include innovation, new business practices and introducing new
practices of business (Sutton-Brady, Kamvounias & Taylor, 2015).
Answer 6
My favorite page on the social networking site is mad over marketing, which is a
platform to promote the marketing summit. The founders of the page have gone deep and
created a huge base of subscribers by sharing some meaningful ideas and contents over the
social networking sites. The positive side of the page is that it promotes all brands and
presents it in such a way that the viewers are highly entertained (Parsons, 2013).
Answer 7
Scheduling is referred to the overall pattern of advertising timing and plots. In the
advertisement scheduling, the classic scheduling models are flighting, pulsing and continuity.
The flighting refers to the categorization of seasonal products. It helps the advertisers in

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buying heavier weight than the competitors. Continuous model refers to the non-seasonal
products and pulsing is the combination of both continuous and flighting scheduling
(Carpenter, 2015).
Answer 8
Print media are mostly declined by the marketers, due to less subscription and other
forms of media. However, it should not be neglected as it still has a major role to play in the
integrated marketing communications. There are people who are not that tech-savvy and
prefer reading newspapers. Therefore, the marketing strategies should also cover the print
media as well.
Answer 9
This particular technique refers to the direct marketing, personal selling and sales
promotion. In these techniques customers are directly approached with a product or service.
According to me, this technique is not that effective as it is time-taking and a large number of
consumers cannot be reached at the same time (Kim & Cheong, 2011).
Answer 10
The tragic incident of Dreamworld occurred in the year 2016 and the management
handling was not effective. The details of the long standing safety issues and insensitive
responses were being investigated. It was found that the management was highly inefficient
and did not handle the crisis in an effective manner. According to me, the management could
have undertaken crisis management strategies beforehand. It was important for them to
communicate often and quickly (Benton, 2017).

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References
Benton, N. (2017). Time to talk about dreamworld. Australasian Leisure
Management, 120(120), 42.
Carpenter, S. (2015). Marketing and Advertising Strategies: What’s it all About?. In Japan
Inc. on the Brink (pp. 148-157). Palgrave Macmillan, London.
Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009:
an analysis of message strategies. International Journal of Sports Marketing and
Sponsorship, 13(1), 2-17.
Parsons, A. (2013). Using social media to reach consumers: A content analysis of official
Facebook pages. Academy of Marketing Studies Journal, 17(2), 27.
Quintis.com.au. (2018). Retrieved from https://quintis.com.au/our-story/
Sutton-Brady, C., Kamvounias, P., & Taylor, T. (2015). A model of supplier–retailer power
asymmetry in the Australian retail industry. Industrial marketing management, 51,
122-130.
Yoon, H. J., & Tinkham, S. F. (2013). Humorous threat persuasion in advertising: The effects
of humor, threat intensity, and issue involvement. Journal of Advertising, 42(1), 30-
41.