Effective Marketing Communications: Reaching the Modern Consumer

This report provides a detailed analysis of marketing communication strategies and consumer targeting methods employed by various companies to reach their target markets, particularly millennials. It examines different promotional segments, utilizing theories and models to understand how firms promote products through various sources. The report includes case studies of Coca-Cola's television advertising, Amway's social media promotions, Asus's paid digital promotions, and Land Rover's direct marketing approaches. Each example identifies the information processing model used (rational, emotional, subconscious) and interprets the strategy using frameworks like the Brand Community Theory. The report also recommends improvements for each marketing channel, such as increasing transparency in television advertising, enhancing social media engagement through personalized offers, and leveraging social influencers more effectively in digital platforms. The central theme revolves around how companies adapt their marketing communications to resonate with millennial consumers across diverse platforms.

MARKETING COMMUNICATIONS AND THE CONSUMER

Table of Contents
Introduction......................................................................................................................................3
Example 1 Advertisement on Television.........................................................................................3
Example 2: Promotion on social media platforms...........................................................................4
Example 3: Paid promotions on digital platforms...........................................................................6
Example 4: Direct marketing in stores............................................................................................7
Conclusion.......................................................................................................................................8
References......................................................................................................................................10
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Introduction
In the current assessment, there will be discussion over the marketing strategies and segments,
which companies use in order, promote and market their products to their target market. It has
been observed that there are various ways in which company determine the ways in which they
will produce promotion for the products so that they attract the highest numbers of buyers. In this
assessment there will critical evaluation of different promoting segments, which will help in
better understanding of the ways in firms, promote their products through different sources of
promotions. This will be done through proper evaluation of theories and models, which are there
in order to market and promote products.
Example 1 Coca Cola’s Advertisement on Television
[https://www.youtube.com/watch?v=JD9fe0UQO2A]
Justification of how millennial are targeted
Television advertisement is the main sources of advertisement since very past due to
reason peoples were highly influenced by televisions from the very beginning. Television
advertisement is still in great demand and the populations access them quite easily, Coca Cola
has yse televison advertisment in very effective manner there are various adverstisment which
Coca Cola has produced to pormote there products creating a massive opportunity for brands. In
any advertisement sector the focus are to the adults or can be said as millennial of this era. As
targeting these audience are very easy and the brand gets their exposure quickly. The millennial
follows the things, which are in trend or can attract people to themselves (McAfee et al. 2017).
This particular strategy is considered by the advertise personals whether it is on sports, fashion,
new technologies or new product and schemes in market. But the times have changed now the
television advertisement industry are on decline since 2017 as people are now switching more to
online platforms and social media platforms.
Identification of model of information processing
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In advertisement industry, personal try and target audience or consumers by three
different information processing models to create a better marketing communication. The three
information-processing models are rational, emotional and subconscious type of advertisement.
In television, also these three models are used to get the public attention. The advertisement like
rational type models, which means the advertisement brands directly approach and claim or
appear aggressively (Taylor et al. 2015). Like claiming, their products are the best in the market
compared to the other products in the same field. So that people can have direct attention to their
products (and products are actually what they claim for. The second advertisement type which is
emotional model, in this role model the company of advertisement hire a popular face on the
public demand, so that public trust what the model says or advertise. This directly affects the
emotional to the consumers. Lastly subconscious type model of advertisement in which the
advertisement companies try to accomplish a place in subconscious part in the consumer brain
Interpreting and justifying using one of theories and frameworks
Coca Cola always use one of the theories in order to promote their brand image in the
marketing community. This role theory is known as Brand community’s theory. This theory is
used various companies to increase and maintain the brand image of the company and also to
offer valve for their money of their products. Such strategies are been used by companies from
decades now and often works out very well for the companies in order to promote their brand
image. These theories are quite relevant to use by the companies for advertisement of their
products and also as brand image (Liaukonyte et al. 2015).
Recommending improvements
Improvements can be made in the television advertisement fields. Often its is seen that
television advertisement provide a great deal in the advertisement but the reality of the deal or
the product is quite different. Whether it is based on the quality or even quantity, these
advertisement companies often charge more from public by simply adding terms and condition
tag. Such companies should not hide any type of information from their customers and should be
exposing exclusively (Shkedi et al. 2015).
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Example 2: Amway’s Promotion on social media platforms
[https://www.youtube.com/watch?v=t08MccQqiOc)]
Justification of how millennial are targeted
In the era of modernization, various technologies are used to perform different types of works.
Innovation has made our life much easier. One of the biggest platforms for marketing is social
media. Social media helps us to know the world in a better and specific way. Both common
people and different companies utilize social media. Nowadays different companies promote
their products with the help of social media. The companies targets the millennial because they
are well aware of the facts that social media is generally and mostly used by millennial. Social
media like face book, twitter, LinkedIn are common in today’s generation. Amway has been
using socila media in a very significant manner to promote there products to there traget market
in an efficient manner. The company today are using their marketing strategy and playing a
monopoly to promote their product in front of the whole world. Advertisement is one of the
examples of promoting products. Everyone watches Televisions today, the companies release
adds of their products in tv channels so everyone can see their products and buy them. Apart
from TV there are many other social media platforms that Amway uses like face book, instagram
and also some websites where companies promotes their product in order to sell them. Millennial
or the teenagers are the frequent user of social media and that is the reason why various
companies targets millennial with the help of social media (Furlow, 2011).
Identification of model of information processing
The company while marketing their products has some approach for them. Sometimes some
companies use rational approach where they assure that their product is the best product in the
market. Another approach used by Amway is the emotional approach. In order to sell their
products the company sometimes promotes their products through actors, cricketers, or anchors.
The company knows that these people have huge fan following and if they promote some
products then their followers will buy that product for sure. Nowadays different companies uses
emotional approach more than rational approach (Fromm et al. 2015).
Interpreting and justifying using one of theories and frameworks
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The companies use sociological perspective to promote their products. They use the cultural way
in order to promote their products in the market. Amway know the requirements of the common
people and they promote their products on places where the people need them more. For
example, a cosmetic company will try to sell one of their products based on protecting sun tan in
a place where summers are unbearable. Amway with the help of social media thus promote their
products based on the requirements of common people (Carducci, 2016).
Recommending improvements
In order to improve the marketing skill the companies should establish some new ways to
promote their product on social media. It is recommended that every company should have their
own pages on social media like face book, instagram or twitter. By this they will get their
followers and their pages will be shared everywhere. Another method, which Amway should
adapt, is showing their offer price in social media or in their personal page. Showing the products
offer price and providing discounts they will get huge amount of customers (Tuten and Solomon,
2017).
Example 3: Asus’s Paid promotions on digital platforms
[https://www.youtube.com/watch?v=0FWwzn5xn_M]
Justification of how millennial are targeted
In modern era online platform are more used by the young kids or adults or in other
words it can be said as millennial of this era. Digital platforms such as website suffering, social
platforms , applications or entertainment applications are such types of digital platforms mostly
used by the today's generation. Advertising in such platforms will be a great idea in order to get
attention of this millennial. Any type of advertisement will affect directly to the minds of such
public. Whether it is based on the social platforms or the website the advertisement companies
tries and get attention of the millennial by viewing such ads with will attract them. Millennial
play an important role in the increment or decrement of any company directly as they have the
power to improvise the brand value (Thorson et al. 2017). Therefore, the advertising companies
target these millennial as the main priority.
Identification of model of information processing
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In the paid promotion in digital platforms are also between the three role models of
advertisements. They are rational, emotional and subconscious type of advertisement. Even the
paid promotion in the digital platforms like YouTube and instagram take the programs like paid
promotions. In paid promotions in YouTube a social influencer a selected by the company
officials and gets offer to promote their company, in return the company will pay the fellow you
tuber some money, this is known as paid promotion (Margalit et al. 2017). Mainly in online paid
promotion, the companies try and capture the subconscious and emotional type of model
advertisement with the consumers. Asus has been hiring a large of amount of social influenecers
to promote there products through online digital platforms like Youtube and Instagram through
paid promotions.
Interpreting and justifying using one of theories and frameworks
Like any other type of advertisement policies companies also use to same policies of the
Brand communities theory. In this theory the advertisement companies try and improve their
consumers the providing a band image. This also helps in improving the brands communication
and helping to have a stable market for their customers. Brand communities theory is a very
popular theory used by most of the companies in order to attain a brand value and help create a
positive connection with their consumers. Asus through paid promotions wants to create its
brand inmage on ther target markets.
Identity theory
The theory mostly used by the advertisement companies is the Brand community’s
theory (Bruce et al. 2017). This theory is widely used in the digital marketing platforms and
works out very well for most of the companies in order to create brand image which is also
perfumed by Asus.
Recommending improvements
Improvements are yet to make in the digital platforms advertisements. More efforts are to
be made to the brand influencer who are more popular in the online platforms and have good
online followers. Such peoples are known as social influencers they have a direct impact on
audiences and people rely on them more confidently. As digital advertisement are spreading a lot
new technologies and ways are to found top advertise in online platforms in order to the
maximum attention of the viewers. Like adding timer to your ads, which is currently in use
heavily by many digital platforms (Thorson et al. 2017)?
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Example 4: Direct marketing in stores
[https://www.coloribus.com/adsarchive/directmarketing-casestudy/land-
rover-map-19096505/]
Justification of how millennial are targeted
In the direct marketing concept the major objectives of the marketing strategy in concern to
targeting the millennial lies in the fact of drawing the attention of the individuals towards the
product. Land Rovers perform correct marketing in order to connect with there customer face to
face. In direct marketing this is usually done by the help if using demonstration tactics in which
the interesting aspects about the products are illustrated. By illustrating about the interesting
aspects of the products helps the marketers to connect with the interest values of the millenials
that influences them the most in buying a product.
Identification of model of information processing
In respect to direct marketing there are a number of information’s are that required to be
considered by the marketers in order to make consistency in the sales of its products. Therefore
an effective model of information processing system are implemented that would process the
relevant data about the customers, products and sales of the company. The concerned
information-processing model would provide the marketers an easy access to the major
information which could be spontaneously by the marketers during marketing (Carducci, 2016)
Interpreting and justifying using one of theories and frameworks
The Evolutionary Psychology is one of the theoretical frameworks that best interests the aspects
of direct marketing when it comes to targeting the millennial. In accordance to the said
theoretical model the customer buying behavior changes in respect to the age group to which
belongs to. Moreover, with changing market trends the consumer psychology towards products
buying has also evolved over the years. The major rationale behind the selection of the said
model is that it reflects upon the need of the marketers of direct marketing to adopt to new
techniques in marketing and bring in innovation (Tuten and Solomon, 2017)
Recommending improvements
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In order to inculcate into improvement in the concept of direct marketing it is important to follow
the recommendation as suggested:
● Assess the market trends effectively
● Segregate the market and understand the needs of each target market
● Include into innovation marketing strategies
Conclusion
Concluding in the light of above context it can be said that marketing products i s very complex
operations it take various consideration which the company has to consider before making an
type of promotional plan to invite high amount of consumer towards the products. Through the
evaluation of the company’s strategies which they have used in order to promote their products
in a significant manner. This shows that a company’s takes a huge pledge in creation of
marketing plan and promoting their product through various platforms which are available in the
market currently.
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References
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effects of creative format, message content, and targeting on engagement. Journal of marketing
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Carducci, V., 2016. Culture jamming: A sociological perspective. Journal of Consumer Culture,
6(1), pp.116-138.
Fromm, J., Butler, C. and Dickey, C., 2015. How to engage Millennials: re-imagining the
consumer as a partner, not a target audience, to increase engagement. Journal of Brand Strategy,
4(1), pp.27-36.
Furlow, N.E., 2011. Find us on Facebook: How cause marketing has embraced social media.
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Liaukonyte, J., Teixeira, T. and Wilbur, K.C., 2015. Television advertising and online shopping.
Marketing Science, 34(3), pp.311-330.
Margalit, N., Greenberg, D. and Belov, S., 2017. A Cloud-Based Solution for Deploying Digital
Advertising Bidding and Creative Selection Models Based on First Party Data.
McAfee, T., Davis, K.C., Shafer, P., Patel, D., Alexander, R. and Bunnell, R., 2017. Increasing
the dose of television advertising in a national antismoking media campaign: results from a
randomised field trial. Tobacco control, 26(1), pp.19-28.
Shkedi, R. and Ben-Yishai, D., INTENT IQ LLC, 2015. Targeted television advertising based on
profiles linked to multiple online devices. U.S. Patent 9,078,035.
Taylor, C.R. and Okazaki, S., 2015. Do global brands use similar executional styles across
cultures? A comparison of US and Japanese television advertising. Journal of Advertising, 44(3),
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Thorson, E., Ouyang, S. and Rodgers, S., 2017. Revisiting the Interactive Advertising Model
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Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
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