Advertising and marketing communications - Essay Example

Advertising and Marketing Communications Assignment Harinath Babu BM Academia Research Marketing is, conventionally, an empirical discipline based on a number of minor concepts and reasoning. Successful marketing is a combination of understanding the benefits of the product, the minds of the target customers and what they respond to. That is category experience and it is the "added value" that companies look for when choosing outside marketing assistance. Marketing communications is traditionally thought of as organizations' efforts to promote the services or products they offer to external clients and customers. The goals of internal marketing are similar to those of external marketing, to increase visibility and awareness of the services or product available, and increase sales or orders. By increasing knowledge and awareness of the services that a department offers, the department can help to ensure that opportunities are not missed out on due to a lack of awareness in other parts of the business. In this paper, we would be discussing on the theories of Advertising and Marketing Communications and creating an advertisement for M.Sc Crop Biotechnology and Entrepreneurship. Literature Review Marketers have a variety of promotional tools at their disposal. To make effective use of them, a company' personal selling, advertising, and other promotional activities should form a coordinated promotional program within its total marketing plan. However, these activities are fragmented in many firms, with potentially damaging consequences. For example, advertising directors and sales-force managers may come into conflict over resources, or the sales force may not be adequately informed about the details of a particular sales promotion effort. This wouldn't happen if the elements comprising promotion were part of an integrated marketing communication (IMC) effort, a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's public. IMC begins with a strategic planning effort designed to coordinate promotion with product planning, pricing, and distribution, the other marketing-mix elements. Promotion is influenced, for instance, by how distinctive a product is and whether its planned price is above or below the competition. A manufacturer or middleman must also consider its promotional links with other firms in the distribution channel. On the other hand, Communication is not a one way flow of information. Talking at or to someone does not imply successful communication. This only occurs when the receiver actually receives the message that the sender intended to send. Message rejection, misinterpretation and misunderstanding are the opposite of effective communication. To address the various communication models, no simple diagram can reflect all the nuances and complexities of the communication process. There are many models of communication including single step model, two-step model, mass communication, multi-step model, Web communication and adoption model. In this paper, we would be creating an advertisement for M.Sc crop biotechnology and entrepreneurship using one of the communication models. We would be using the "Mass Communication Model" to advertise M.Sc crop biotechnology and entrepreneurship. A single-step communications model There are three fundamental elements in communication, the sender (or source), the message and the receiver. This basic model assumes that the sender is active, the receiver is inactive or passive and the message is comprehended properly. In reality this is rarely the case. An understanding of the target receiver or audience helps to identify what is important to the audience and how symbols, signs and language are interpreted. The message is 'dressed up' or coded in an appropriate way, sent through a media channel and, if it gets through all the other noise, finally decoded by the receiver. Guinness advertisements basically ask their target audience to drink Guinness, but they are very carefully coded. The sender monitors feedback (e.g. whether the receiver changes his or her behavior, facial expression, beliefs or attitudes) so that the message (and / or the channel in which it is sent) can be modified or changed. With so many other advertisements out there it is easy to understand why so little communication actually gets through and works on the target market. Two-step communications model Katz and Lazarfeld's two-step hypothesis (1955) helped to reduce fears of mass indoctrination by an all-powerful media. It assumed mass messages filtered through opinion leaders to the mass audience. When opinion formers (OF) are added in, the communications model becomes a little bit more interesting. Opinion formers can be separated from opinion leaders. Opinion formers are formal experts whose opinion has influence, e.g. journalists, analysts, critics, judges, members of a governing body. People seek their opinions and they provide advice. Opinion leaders, on the other hand, are harder to identify - they are not formal experts, they do not necessarily provide advice but other buyers are influenced by them. Other customers look towards them. Opinion leaders often enjoy higher social status (than their immediate peer group), are more gregarious and have more confidence to try new products and services. Endorsements from both opinion formers and opinion leaders are valuable. The opinion formers are often quoted in promotional literature and advertisements, while the style leaders are often seen with the brand through clever editorial exposure engineered by public relations professionals. This can be generated by collecting third party endorsements, creating events around celebrities and 'placing' products alongside celebrities (e.g. branded mineral water on the top table at press conferences or actual product placement in films). In business-to-business markets blue-chip customers are opinion leaders and are much sought after, as their presence on a customer list influences other customers. Both opinion formers and opinion leaders can contribute towards credibility. 'Credibility before visibility' means that a solid platform of credibility should be developed before raising visibility with any high-profile activities. Communication is in fact a multifaceted, multi-step and multi-directional process. Opinion leaders talk to each other. Opinion leaders talk to their listeners. Listeners talk to each other (increasingly with discussion groups/ Internet groups) and subsequently feed back to opinion leaders. Some listeners / readers receive the message directly. Multi-step communications model The process of communicating with groups is fascinating. Group roles (leaders, opinion formers/leaders and followers), group norms and group attitudes are considered in 'Group influence' and 'Social change'. In fact, all the intervening psychological variables can be added into the communications models to show how perception, selection, motivation, learning, attitudes and group roles all affect the communication process. Web communications models Today's new Web communications models revolve around the brand instead of simply being sent to the masses by the brand owner. Markets are conversations. Word of mouth works much more quickly online than offline. With the Internet came the easier facilitation of customer communities, where customers can talk, first, to each other (C2C) and, secondly, back to the company (C2B). The flow of communications eventually becomes like a web of communications between customers and opinion leaders - all built around the brand. The company facilitates these conversations. In doing so, it keeps close to customers, as it can look and listen to what's being said. It can also communicate easily with the customers and ultimately develop strong relations with them. Newsgroups and discussion rooms hosted by the brand discuss the brand, its applications, problems, issues, ideas, improvements and a broader array of topics linked with some of the brand values. In a sense, a web of conversations is spinning around the brand. Customers talk to each other. For example, more than half of eBay's customers come from referrals (Reichfield et al, 2000). Adoption model The adoption model (Rogers, 1962) attempts to map the mental process through which an individual passes on his or her journey towards purchasing, and ultimately adopting (or regularly purchasing) a new product or service. This somewhat simplistic hierarchical model is nevertheless useful for identifying, first, communication objectives and, second, the appropriate communications tools. For example, television advertising may create awareness, while a well-trained salesman or expertly designed brochure may help the individual in the evaluation stage. In reality, the process is not simply hierarchical. Some individuals move directly from awareness to trial. while others loop backwards from the later stages by never actually getting around to trying the new idea, subsequently forgetting it and then having to go through being made aware of it again. Rogers was also interested in how a new idea spreads or diffuses through a social system or market. He defined diffusion as 'the spread of a new idea from its source of invention or creation to its ultimate users or adopters'. Several groups who moved towards adoption - at different rates - were identified. The first groups to try a new product were called 'innovators'. They represent approximately 2.5 per cent of all of the buyers who will eventually adopt the new product. Their profile was different from those who were last to try a new idea (the 'laggards'). Opinion leader characteristics were part of the innovators. The key to the market is to identify, isolate and target resources at the innovators rather than everyone (84 per cent will not buy the product until they see the innovators and early adopters with it first). The 'early adopters' are the second group to adopt a new idea (they represent 13.5 per cent of the total market), followed by the 'early majority' (34 per cent), the 'late majority' (34 per cent) and the 'laggards' (16 per cent). Understanding multi-phase communication Whether online, offline or integrated, here is how an understanding of multi-phase communication helps many advertisers to communicate directly to the mass (through the mass media) and indirectly through opinion leaders, style leaders, innovators, early adopters, influential individuals and opinion formers. Advertisers recognize that in each market there are smaller target markets of opinion leaders who influence other members in the marketplace. Major brands can maintain their credibility by talking (advertising) specifically to these leaders as well as talking to the mass through other media channels (sometimes with messages tailored for the two groups). Whether advertising hi-fis, fashion, tennis rackets or social issues, multi-step communications can be employed. Advertisement for M.Sc Crop Biotechnology and Entrepreneurship Aims of the Course The course aims to provide an exciting opportunity for science graduates to learn about the latest development in crop biotechnology and gain business skills and training. The new knowledge driven economy needs people with technical knowledge and also the skills to commercialize cutting edge research. Duration and Attendance Full Time: Single Honors, 1 year, 60 credits in Crop Biotechnology and 60 credits in Business Modules. Part Time: 1 year, day only, 60 credits in Crop Biotechnology and 60 credits in Business Modules. Dates / Timetable Autumn semester: September-January Spring semester: February-June IT Training All modules have some IT component and further training is available through our Integrated Learning Resources Centre and Learning Development Unit. Teaching, Learning and Assessment You will experience a variety of teaching and learning methods including lectures, seminars, tutorials, computer-based practical sessions, workshops, self-managed group activities and private study. For each module, you will normally attend 30 - 45 hours of class based activities, and undertake approximately 100 hours of private study and preparation for assessments. Throughout the course, you are encouraged to develop independent learning skills through research, investigation and self managed study, as well as a number of transferable skills useful for your future career. These include information handling and interpretation, teamwork, effective communication and an appreciation of social diversity and the ethical implications of business activity. The assessment of most modules involves a combination of exams held at the end of each semester, and coursework, which may involve group project work, individual essays, projects, presentation of case studies or problem-solving exercises. Career Opportunities Graduates of this course are privileged to work in management within existing companies, particularly at the technical-business interface or may take the exiting opportunity to set up their own business venture. Thus, MSc Crop Biotechnology along with Entrepreneurship aims to provide a new pattern of graduate training. Industry and Professional Partnerships Contacts between staff teaching on the Crop Biotechnology and Entrepreneurship program and the industry provide a number of benefits for all involved. These include rich case study material and industry speakers. Further to this the department undertake commercially contracted research and consultancy in the both the public and private sector and have links with professional bodies, industry advisors and visiting professors. These activities provide current data for use in teaching to ensure that our courses are vocationally relevant and reflect the latest trends and thinking in the industry. Fees To know about the Fee structure, you are welcome to call the Admissions Office Entry requirements In addition to the University's standard entry requirements, you should have 160 points, including 120 points from two or more 6-unit awards or one 12-unit award. English Language and Mathematics GCSE at grade C or above (or equivalents) are also required. These requirements may be varied in individual cases. Accommodation The University provides guaranteed hall accommodation if you live more than 25 miles away and accept a place by the August deadline for courses starting in September. The University Accommodation Service also provides help finding privately rented accommodation. How to apply For September entry: If you are currently at school/college you should apply via your school/college, otherwise you can obtain details from our office. For part-time and February entry: you should apply directly to the University, or by contacting the Admissions Office. Further information Admissions Office Dr G W Lycett Tel: +44 (0)115 951 6340 Email: grantley.lycett@nottingham.ac.uk Open Days/Evenings You can also come to one of our open days and evenings, held throughout the year. Call the Admissions Office, for up to date details. We do everything we can to ensure that information in this leaflet is correct, however details may change and we cannot accept responsibility for errors or omissions. Discussion Despite the attractions of one-to-one marketing, mass communications such as television advertising is still considered attractive because it can reach a large audience quickly and cheaply (when comparing the cost per thousand individuals contacted). Much of this kind of mass advertising is ignored or distorted by an individual's information processing system. However, there is usually, within the mass audience, a percentage who are either actively looking for the particular product type or who are in a receptive state for this type of message. Mass communication is therefore of interest to many marketing communicators. This kind of inaccurate model of mass communication suggests that the sender has the potential to influence an unthinking and non-interacting crowd. Audiences (receivers) are active in that they process information selectively and often in a distorted manner (we see what we want to see). Receivers (the audience) also talk to each other. Opinion formers and opinion leaders also influence the communications process. In this case of advertising for M.Sc Crop Biotechnology and Entrepreneurship, the reader of the advertisement is the receiver. Such receivers are non-interactive as this advertisement is only a communication from the sender which is one way. But the receivers are active and they process the information selectively. For example, if a student is keen about joining the program, he or she will process the information in a positive manner. More precisely, if a student possesses all the required criteria to join the course, he or she might feel the course is beneficial and support the communication. If a student lacks the criteria for admission, then he or she might be against the communication. Thus the students or the receivers process the information selectively. The receivers also talk to each other. In other words, the students also talk to each other about the course, its positive and negative aspects, admission criteria, working days, fees and accommodation provided. This gives them an opportunity to explore the various features of the course offered. Also this could prove to be word of mouth propaganda for the course without any additional efforts. But this kind of communication also has its own limitations. The student reading this advertisement could be led to their own conceptions as this is a one way communication. For example, for a student reading the "Career Opportunities" part of the advertisement, it could apply that the institution will provide him with a job after the course. Whereas the real meaning of this clause is that a student undergoing this course, will be eligible for the career opportunities stated under the section. Such misunderstandings and misconceptions are quite common in such mass communication. The readers form their own opinions and are led by those opinions. Thus the opinion formers and opinion leaders influence the process. References Katz, E & Lazarfeld, P. 1955. Personal Influence: The part played by people in the flow of mass communications, New York Free Press, New York. Reichfield, F & Schefter, P. 2000. Eloyalty: your secret weapon on the web, Harvard Business Review. Rogers, E. 1962. Diffusions of Innovations, New York Free Press, New York. Read More