Social Communication through Advertising - Essay Example

?Marketing communication Marketing is the presales activities in a bigger prospective which give the extra fuel to the products to get identified in the market. The proper marketing activities would help the products to get distinguishable identity among the same kinds of products in the market. In this case the products is the event named as The Glastonbury Music and Art festival. However, all the marketing activities have to be supported by the proper marketing communication processes and these communications are primarily the combination of advertising, promotion and strong public relation. The selection of the proper target group and promoting the event is very much important. To satisfy the demanding customers the event management companies are creating new ways to win the customers mind. The Glastonbury Music and Art festival is one of the legendary events in the world. And to design a marketing campaign for this event is a challenging work to do. However, the proper marketing communication mix is discussed in this particular paper to make it the best event in UK. The events like Woodstock music festival, October Fest, many sports events like Football World Cup, Cricket World Cup, Olympics, and art and music festival like Glastonbury Festival of contemporary performing art are globally renowned events and managing these events with suitable marketing communication is a very challenging job Introduction: Marketing is concept that, boost up the sales. It is basically a presale activity. Marketing is something which needs innovation and creativity as the act of marketing depends on the need and preferences of the consumers. The marketing is the blood of the company, without the proper act of marketing it is very hard to sell a product. Marketing consist of many factors and, it is always changing with the changes in the mind of the customer. There are many theories in marketing management but, most of the times these theories are better to be read in the books for the academic excellences but, in real life the marketing have ever changing dimensions. It should be remembered by each and every marketing person that, marketing is not only about the selling product in a fast manner. It should be remembered that the proper marketing strategy would give a long term effect on the product itself to modify into a brand. Most of the time marketing and sales is taken as the cause and effect, but marketer forget about another asset associated with the marketing and that is brand. This paper will take an attempt to identify the best marketing communication processes, advertising tag lines and best ethical practices of the advertising with the proper regulations for the event called The Glastonbury Music and Art festival. The paper will mostly focus on the best marketing campaign which includes media, PR and online promotions. The identification of target audience, conceptualizing the event and post event analysis is very much important for any event management company. The event management industry has given a new look to the global event business. The properly managed international events have a great effect on the economy of the country. The event management business and the core concept of globalizing the events have given a great repute to the cultural festivals. An Evaluation of Marketing Communications: The marketing mix: In this new era of marketing the traditional 4 Ps are not enough anymore. As every product is associated with some kinds of services so the 7 Ps are more relevant. Service marketing required some more specifications as far as the marketing is concern. The traditional four Ps of marketing are very important for the product marketing. However, according to Crane (1993) the additional three Ps are also very important for the service oriented business (Crane: 1993). And they are people, physical evidence and the process. According to Rutherford and O’Fallon (2007) the hospitality industry works with three main parties and they are the owner of the hotel, the management team and the brand itself. As per Brink & Berndt (2009) the customer database should be maintained to get a proper customer relation for a longer time. The traditional 4 Ps of marketing mix, that is product, price, place and promotions are basically for the tangible products. However, with the advancement of the marketing concepts and with the advancement of the service based market the three more Ps, that is; people, physical evidence and the process have become very important (Lancaster & Reynolds: 2005). In this case the product is an event which is very popular in the European region. The Glastonbury Music and Art festival is not just another ordinary event; it is one of the most celebrated events in UK. The physical evidence of the event is very important for the people who are going to attend the event. It has to be remembered that it is not just selling the tickets for the event, it about making the brand The Glastonbury Music and Art festival as one of the legends in the history of art and music. Product: The product is very important for any business. However, in this case the products is The Glastonbury Music and Art festival, which is one of the best events in UK and also a memorable event in global prospective. Glastonbury Festival of contemporary performing art is considered as one of the global event in England. It started in 1970 after the death of legendary guitar God Jimmy Hendrix. During the journey of more than 4 decades the event has become a huge success and it has a great value towards the contemporary art and music. It is an open air concert, and the organizing the event like this is not a very easy thing. From the day of the birth of this event it is been growing steadily and now it has an average strength of one hundred and fifty thousand audience from different countries. Glastonbury festival can be treated as the combination of many different festivals covering on the same panoramic countryside for the weekend. The pyramid stage of the event always gives a unique flavor to the event. The pyramid stage always has the attraction of the most high profile performances. It is very rare for a single organization to produce a humongous event like Glastonbury festival of contemporary performing art. It is most of the time a collaborative effort of the organizations to carry out the event. The Glastonbury festival is the five day event. For the events like this mega event the organizer should be engaged with the event for the whole year. It has to be remembered that for the event organizers the resources are not infinite as there are many other events happen during the respective years. For an annual event like Glastonbury Festival is one of the major projects for the event management team of the event (Robinson, Wale, and Dickson, 2009). The cultural festival in Great Britain has followed different and much more enduring routes. The festive culture in Britain has evolved gradually with many remarkable cultural festivals. Most of the music festivals like Glastonbury festivals are the combination of the songs and music evolved from the Vaughan Williams, miners’ songs and postwar protest songs. Most of the music is supplemented by elements of rock and country music. Price: The price is a variable entity. It differs according to the demand and the values of the vents. There are three other pricing strategies which are very must effective to put value towards the customer satisfactions and they are. Perceived value pricing, relationship pricing and behavior modification pricing strategy (Pezzullo & American Bankers Association, 1998). Place: The place is one of the most important factors for any business. The selection of the area to put up the selling point of tickets and the place of the event itself are very vital. The place to accommodate one hundred and fifty thousand people has to be a huge place. However, the place for the fest is a constant location for the last four decades. Promotions: Most of the promotions and marketing activities are regulated by voluntary controls in UK. However, the voluntary controls are self regulated by the industry itself. According to Lewis and Trevitt (2000) all of these voluntary controls related to the advertising and the related laws with them are there to maintain a sustainable controlled situation in the UK market for the interactive marketing communication. The telemarketing or the promotion via phones must be avoided, according to Yadin (2002) the telephone preference service (TPS) is a very important service provided by the companies like British telecom to be taken very seriously in UK. Calling the TPS numbers are taken as a serious offence. In this era the combined promotional media is the best option for promoting and advertising. According to Thomas and Carpenter (2001) the development of the internet and the digitization of the television network have shown the paradigm to the media industry. Online promotion through an interactive website might be a very good option for the event like this, according to Kung, Picard and Towse (2008) the European countries have the higher accessibilities in the interment. People: The better service means better reputation. It has to be remembered that the services are basically delivered by the people so, they are the most important factor for the customer satisfaction (Lancaster & Reynolds: 2005). In this case the Glastonbury festival is all for music lovers and there are many people are involved with individual responsibilities to make this event a successful event. Physical evidence: The physical evidences are the actual environmental situation where the services are felt or experienced by the consumers. The actual feeling of the products must be created by the sales person at the point of sales towards the customer so the customers would be feeling confident to buy the products. The tangible experiences of the customers from the event are very important (Lancaster & Reynolds: 2005). Process: This particular functional activity is actually the procedure or mechanism and flow of work towards the service. The proper process can be a great positive point towards the delivery of the best service. The process to deliver the satisfactory service in any event is very vital (Lancaster & Reynolds: 2005). The 360 degree campaign used: Glastonbury Music and contemporary art festival is one of the greatest events even in the world. There are many other events which have created a mark in the history of the event management. But Glastonbury Music and contemporary art festival, is the best known music festival in world for its greatest achievement. It is basically the longest ongoing festival for the four decades. There are some reasons behind the great success of the festival and the most important is the great marketing communication and great branding and marketing strategies. The 360 degree marketing campaigns are the key to the success. The Glastonbury festival is counted as one of the most successful cultural and music festivals in the world. The festival has become highly successful since the beginning in 1970. The main outcome of the success of the event is the raising money for peace and environmental campaigns. The particular event is very much successful as more and more high profile musicians gradually stared taking part in the event (Hetherington, 2000). IMC (integrated marketing communication): The clear massage about the products must be distributed among the target group and in this case the integrated marketing communication (IMC) is very important. According to Smith and Taylor (2004) the IMC is pretty important as it generates the instant profit out of the communication process. IMC consist of many factors and they are advertising, public relation, corporate communications, online integrated communication etc. and the recent time most of the fashion brands are focusing on the online marketing and advance marketing and communication tools like newsletter, personalized gifting etc. Advertising: The aim of a proper advertisement is to target the audience is such a manner so they recollect the memories of the advertisement with many cultural activities. Most of the advertisements are culture specific. For the specific festival, the selected advertising channels are basically divided into the Medias. The Glastonbury Music and contemporary art festival is a festival which does not need any large scale promotions. However, to make it an outstanding legendary event for ever the media involvement and proper promotion is required. The online promotion is the greatest promotional tool for the event. An Evaluation of the Campaign Objectives: The main aim of all the campaigns is to promoting the brand for getting more successful. As mentioned earlier that the campaigns are not only to sell the tickets it is all about creating hype about the festival globally. Making the band association is the main focus of all the campaigns as most of the music lovers already know about the festival. The word of mouth promotion for the last 40 years has made the festival self confident to sell all the tickets with only online promotions. However, the brand has stay for a longer time in the minds of the audiences and fans and that is the main focus of the campaigns. There are many factors are involved in the campaign evaluation process and one of the main factor is the media planning. Media Planning: The Glastonbury festival started with merely one thousand five hundred audiences in 1970, but gradually it has grown to a gigantic festival. In the recent time the Glastonbury festival accommodate more than five hundred bands. It started small but now it has become global affair. The festival is least commercial but it has been covered by many well known news channels. In 1990 the festival was covered by BBC. And the BBC recording reached to more than five hundred million people globally in forty five countries including China (Gibson and Connell, 2005). The interacting advertising demands new things and same goes in the event management industry. It is very true to realize that even very ridiculous things can be an attractive option in a temporary manner in the fashion advertising (Luhmann, 2000). However, the involvement of the media to display the advertisements is very much important. The 360 degree media campaign might be a very good option for a mass product, but, for a product like an event related to music festival the selected media is very much important as excessive media exposure can make the brand as a brand for the mass. It has to be remembered that the Glastonbury music festival can accommodate around 150 thousand people at the point of the event but it can go to the millions via live coverage by different Medias. It is not possible for everyone to avail the ticket for the fest but they can enjoy it on TV. And with these exposures the event would get very high TRP rate which could fetch them a great amount of sponsorship. The media planning must include the print media, television media, radio and obviously online media. The all advertising campaigns must have the same punch lines in all form of media exposure. The propaganda of the festival must be portrayed briefly in all the ads. The brand name Glastonbury must given the main focus as the Glastonbury is much famous for its music and art festival than that of the place itself. The USP of the event is the Glastonbury Itself. An analysis of the Appeal of the Messages Used: The main reasons of the event to occur are giving the music lover the ultimate experience of live music and other is to raise funds for the local charities. All the campaigns are related purely with music and art. In most of the advertisements the propaganda of the events is briefly used. Ethical approaches and the social responsibilities: The social responsibility is a great factor to be remembered by most of the organizations. Nowadays most of the music and art festivals are just the money generating machines and most of the festivals are sponsored and supported by the big brands. And the event management is organized by big event management companies. But for all the event management companies the Glastonbury Festival is a lesson as the festival is not highly supported by the big brands and it is a one man show and that is the Worthy Firm owner Mr. Michael Evias. From the tourism viewpoint, cultural view point and from the economic view point the Glastonbury fest has its own respectful space in most of the music lover’s hearts. The fest is accommodating more than one hundred and fifty thousand music and art lover for three days is a not a very easy job. Running a large scale festival like Glastonbury for three days in a farm has a direct effect to the environment. Any event more than one hundred and fifty thousand audience will generate a great amount of litter. The festival aims for the lowering the amount of waste. The waste collection and rubbish removal activities are very much important in this case. The festival works according to the environmental management principle of Reduce, Reuse and recycle (Bowdin, Allen and O'Toole, 2006). 2005 was a memorable year for the festival; it was hit by massive rainfall with lightening effect for the two months. However, the festival had more than one hundred and fifty thousand audiences and it happened out to be the most successful Glastonbury festival since the beginning. This year the organization donated a remarkable 1.3 million pound to the charities (history introduction of Glastonbury festival). The festival kept on growing and getting famous globally and in 2010 the festival was an astonishing affair with the calibration of the fortieth anniversary of the event. Regulations for the advertising and promotions: However, there are many regulatory bodies are there who are keeping constant eye on the advertisements of the different organizations for maintaining the good and clean advertising platform. The advertising standard authority (ASA) and the direct marketing authority (DMA) are the regulatory bodies who are acting as the watch dogs of the advertisements. The Office of communication Act 2002 (Ofcom) and the electronic communication Act of 2000 are regulated by ASA and DMA (Hughes & Fill, 2007). ASA maintains the Code of practice of the advertising industry by the CAP (Committee of Advertising Practice). According to CAP the advertisement must be legal, decent, honest and truthful. The social and corporate responsibilities must be maintained by all the advertisers while they are displaying the ads (Hughes & Fill, 2007). Conclusion: This paper has shown the great deal of social communication through advertising. The nature of marketing campaign for the event like Glastonbury music festival is shown properly. The paper has taken the attempt to discuss all the modern socio-economic and socio-cultural factors related to the modern advertising industry. IMC that is; integrated marketing communication techniques are also shown in this paper. The advertising of the fashion wares are discussed in a descriptive manner in this paper. The print advertisements of many brands have been described. However, the main moral of the modern advertising is to create a brand recall and lingering effect in the minds of the viewers and the effective marketing communication plays a vital role in this matter. The word of mouth promotion can overcome all the other marketing and advertising campaigns and the Glastonbury music festival has proved this factor very convincingly for the last forty years. References Barnard M. (2005). Graphic design as communication. London: Routledge. Bowdin G. A. J, Allen Johnny and O'Toole William. (2006) Events management. Amsterdam: Elsevier,. Brink A & Berndt A. (2009). Relationship Marketing and Customer Relationship Management. Claremont: Juta and Company Ltd Crane F G. 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