Advertising and marketing communications - Assignment Example

Advertisement and Marketing Communication Order # 194715 Deadline: 2007-12-05 18:28 Style: General Language Style: English (UK) Pages: 12+ Sources: 30 Writer ID: 6746 Abstract This paper explores the potentiality of the different medium of advertising sought after a critical reading of the lecture series to incorporate the learning theories in practice on Public Health Campaign promoting HEALTHY EATING. Here we consider various theoretical issues for understanding marketing communications such as integrated marketing communications, the communication process, the communication environment and ethics. Further, we consider different marketing communication channels and apply our theoretical understanding of communications to examine their effectiveness. The present problem being children related, there is special references in pediatric suggestions suppose to reflect in periodicals. The in box materials suggest the substantial literature while the Strategic Steps are drawn on how to carry out this campaign. SCHEME OF WORK OBESITY: A THREAT TO HEALTHY LIVING Obesity is a condition in which the natural energy reserve, stored in the fatty tissue of humans and other mammals associated with certain health conditions or increased mortality. Although obesity is an individual clinical condition, it needs to show concern as a serious and growing public health problem: excessive body weight has been shown to predispose to various diseases, particularly cardiovascular diseases, diabetes mellitus type 2, sleep apnea and osteoarthritis. CHILDHOOD OBESITY is a medical condition that affects children. Characteristically it delves a weight well above the mean for their height and age and a body mass index well above the norm. Childhood obesity has become an "epidemic" in Western countries, in particular, the United States, United Kingdom and Australia. Over 15% of American children are currently under the curse to be obese, and the number is growing. Strategic step 1: INTEGRATED MARKETING COMMUNICATIONS Communication has always provided the symbolic resources and medium for the construction of identity. We are now more sensitive to the way that the growth of commercial symbols such as brands has added richness to the choice of symbols we might use to build and communicate identities and ideas. Integrating marketing communications is not straightforward, for this includes non-integrated management of communications, different types of language and mindset for different types of promotional activities and the complex nature of many organizations. Marketers need to write messages, transmit those messages and those messages, to a greater or lesser degree, and have the intended effect on the readers and viewers. OBESITY: THE CAUSES WITHOUT BLAMING THE GENES Acquired Childhood obesity results from poor eating habits, as well as genetic and hormonal causes. Fast food restaurants and junk food are popular with children. Even frequent eating out often results in weight gain. Children who do not engage in frequent physical activity are much more likely to suffer from obesity. This is due to the recent technological developments, including video games, computers, and mobile phones. Physically inactive children are unable to burn off the calories that they gain from eating. Do you agree Send your comments. Psychological factors These factors influence a child's eating habits and many children eat in response to stress and or negative emotions such as boredom, anger, sadness, anxiety or depression. Do you agree Write your problem to us. Hereditary Many might think obesity could be hereditary. Mostly obesity occurs by shared unhealthy eating habits in the household, it has been suggested that there may be a genetic reason for obesity. However, recent studies have shown that while there is evidence of in vitro influences on food choice, perhaps the largest influence can occur during the toddler years. Indeed, recent studies have shown that parents influence an estimated 72% of what and how much their children eat on a daily basis Do you agree Refute our arguments. Illness Conditions such as hypothyroidism, Cushing's syndrome, depression and certain neurological problems can lead to obesity or a tendency to gain weight in a child. Further drugs such as steroids and some antidepressants may lead to obesity or a tendency to gain weight in a child. Strategic step 2: COMMUNICATION PROCESS The dominant way of thinking about communications is as an encoding and decoding process, where messages are encoded, sent through some channel and the decoded. In English, talk about communications refers to a conduit metaphor, for instance the medium through which the encoded message works. Communications and thought are inextricably intertwined (Katz et al., 1998; Turner, 1987).moreover in our highly mediated lives, communication often 'creates' the reality of the world beyond our direct experience (Mickey, 1997). Following from the preceding, communication creates and maintains all sorts of intangible structures in society, such as hierarchies, status and prestige (Hodge and Kress, 1993). Following from the above, understanding what meaning consumers give to advertising is an important task for students of marketing communications, irrespective of whether or not they believe communication to be an exchange or transfer of meaning or the stimulus of meaning creation. A common problem like OBESITY it is always advisable to choose medium like print or television in simpler words highlighting the consequences. HEALTHY EATING AND EXERCISES: THE RIGHT SOLUTION Are you concerned about it Without a change in diet or exercise patterns, childhood obesity can lead to life-threatening conditions including diabetes, high blood pressure, heart disease, sleep problems, cancer, and other disorders. Studies have shown that overweight children are more likely to grow up to be overweight adults. Obese children often suffer from teasing amongst their peers. Some are even harassed or discriminated against by their own family. Stereotypes abound and may lead to low self-esteem and depression. A survey carried out by the American Obesity Association into parental attitudes towards their children's weight showed the majority of parents think that recess we should not reduce in schools. Almost 30% said that they were concerned with their child's weight. 35% of parents thought that their child's school was not teaching them enough about childhood obesity. Further, over 5% thought that childhood obesity was the greatest risk to their child's long-term health A Northwestern University study indicates that inadequate sleep has a negative impact on a child's performance in school, their emotional and social welfare, and increases their risk of being overweight leading to obesity. British Health Association concludes that obesity may only disappear when there would be government policies via nutritious food consumption and incorporation of games in the curricula. Strategic step 3: THE COMMUNICATIVE ENVIRONMENT A useful way of viewing the communications environment is as a repository of signs that we use in our communications and in making sense of the world. The study of signs within this broad perspective called semiotics. Three important points for marketing emerge from the semiotics literature. First, there are signifiers and the signified (i.e., a sign that points to something else). Second, with time, signs can become self-referential (i.e., loose their connection to whatever they used to point to; i.e., they become free-floating signifiers). Third, modern media is so powerful and 'realistic' it can create fiction that seems more real than reality. Anything that communicates is to help transport or elicit some meaning. Thus, we can see that the communication environment is rich, interconnected and culturally varied Strategic step 4: SOCIAL JUSTICE AND ETHICS We can consider ethical issues in marketing communications in a number of different dimensions. These include: ethics in the production of marketing communications, the cost of advertising, the encouragement of unhealthy activities, the reinforcement of sexist or racist stereotypes and, most generally, that marketing communications might be a tool for the reproduction of particular social structures, such as importance of conspicuous consumption, environment destroying activities, etc. As a response to ethical concerns about advertising content, regulation of broadcast material, including advertising, exists in many jurisdictions. Therefore, we need to keep in mind that neither pornographic images nor negative propaganda should hit the campaign to violet judicial and ethical obligations. Strategic step 5: Advertising and the choice of media There are two broad issues to examine when considering advertising. First, how do we choose where to put our advertisement Second, how do we know what advertisement to put there In case of print media, it is primarily concerns about the editorial concern. For instance, we watch the news or a movie on TV, listen to music on the radio, and read about fashion or sports in a magazine. The content draws us to the medium and our response to the included advertisements pays for it. Usually we design content to attract particular audiences such in the broad target markets for more homogenous the readership. These media might be places for explicit advertising, such as print advertising in newspapers and magazines, radio, television, outdoor, point of sales, taxies and busses. The advertising might also be less explicit, such as in-film product placements, in-flight magazines, celebrity product usage, advertorial and so on. Choosing an appropriate medium is then a matter of identifying the medium that has a readership closest to the target market for our product or service. Strategic step 6: The effectiveness of advertisement and related surveys The prime most important think of a successful public campaign is to link between advertising and sales. Recall and recognition may enhance by repetition, with uncluttered and uninterrupted exposures leading to better recall and recognition. The more processing that occurs prior to a recall or recognition request the less processing is required to access the relevant memory with emotional values. Sales promotions use leaflets, coupons, rebates and other methods to encourage sales. Though we never conduct public campaign for monetary benefits, we still focus on sales promotion. Here sales stand for reaching to the public with positive response. Public relations such as lobbying activities, such as attempts to influence public servants or politicians to increase the likelihood of big government campaign or to influence legislative agenda in a favorable way. In selling, communication occurs between as sales person and customer or potential customer. This, of course, provides a chance for the most natural communication with all the multidimensional richness that face-to-face communication can provide. This has a direct effect to the consumers when surveyed data personally. Images appropriate for the campaign Photo Courtesy: www.google.com SURVEY QUESTIONNAIRE Name of the Interviewee Address Investigated by Please tell us about your family and your food habits 1. Do you follow any dietary restrictions 2. Is obesity hereditary in your family 3. How Obesity is a curse in your life 4. Do you know the consequences of obese-prone life 5. Are you frustrated either in any selection procedure due to your obesity 6. Are you Nutrition conscious How 7. What steps have you taken to curb your obesity 8. Do you follow regular exercises 9. Which game do you play 10. Have you consulted the National Health Directives on obesity/ Signature of the Interviewer_____________________ Signature of the Interviewee____________________ Interview conducted on ________________________ Note: Survey would help enhance personal relationship with the public authorities by each individual citizen for the success of the campaign. CONCLUSION The potentiality of the different medium of advertising incorporated with the learning theories in practice on Public Health Campaign promoting HEALTHY EATING paves the way of creating an advance world of communication. Since, it is a public campaign least effort invested to woo consumers in order to earn huge revenues as usually applied in case of private commercials. A nucleus focus is given to public awareness and their ethical follow up of state policies as a social need instead of profit making organization. At the same time great care is taken to reach the maximum extend of the victimized people in this campaign with all marketing strata of communications. Theoretical issues while understanding marketing communications such as integrated marketing communications, the communication process, the communication environment and ethics play vital role in designing the campaign portfolio. Considerably, marketing communication channels receive impetus of effectiveness in assessing their viability while we check the taste and desire of the consumers. SOURCE AND REFERENCES 1. Dubois L, Girard M and Potvin Kent M. Breakfast eating and overweight in a pre-school population: is there a link Public Health Nutrition vol 9, issue 4, pp 436-42. 2. Mindless Eating: Why We Eat More Than We Think (2006), Brian Wansink New York: Bantam-Dell. 3. 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