Integrated Advertising, Promotion, and Marketing Communications - Assignment Example

Marketing and advertising Decisions on the media selection and planning are increasingly becoming complex and challenging. The strategy for marketing environmental friendly cars must incorporate multiple media options and marketing planning. Marketing managers indicate that there is a stronger need to have flexible communication plans. Corporates are investing in social bonding and carefully choosing the marketing media. Given the rising globalization has caused companies to turn to marketing strategies which are internationally acceptable. Social marketing is important when promoting environmental friendly strategies. Social media marketing entail the use of the virtual space and mobile applications. Transition of social media to marketing communications medium is been contributed by technological drivers like the bandwidth. Internet reaches the global target market leading to increased revenues. Social media is no longer the domain of the young generation (Ellison & Shulze 2007). Older generation has continued to participate in social network sites like face book. Social Medias influence promises a marketing revolution (Clow & Baack 2004). The use of social media sites and consumers searching online is capable of getting the particulars of the products. The environmental friendly cars are likely to attract all the social markets. The best social media is becoming effective through integrative marketing. Online relationship marketing requires facilitation often process of dialogue, interaction and communication (Clow & Baack 2004). The emerging social media tools for social media marketing include webinars and real-time video training. A compelling example is the marketing campaign by the Toyota team. The company has used social media and internet marketing to address the consumer concerns. The company has made custom products for different markets to meet the market demands around the world. The brand has also build a strong reputation and brand identity over the years. Social media has been a strong marketing tool in presenting Toyota as a strong brand. Marketing in hotel Marketing in the hotel industry is about building relationships with an aim of attracting and retaining customers. Relationship marketing is defined as marketing to protect the customer base through attracting, enhancing and maintaining customer relationships. This style of marketing suggests a paradigm shift from the traditional 4P’s. This marketing is most applicable where there is ongoing and periodic consumer demand (Clow & Baack 2004). The consumer tends to control the selection of the supplier. The word of mouth is a potent form of communication is the hotel industry. The hotel industry is ideally suited to relationship building because of the amount of information that they can assess from the customers. This makes relationship marketing ideal and profitable. Restaurant managers can identity who their customers are and how frequently they come. They are also able to track how much they spend. Relationship marketing is known to win youthful markets through prioritizing their needs (Pickton & Broderick 2001). Most of the needs are expressed through deliberate interactions. Relationship marketing can be complemented by internet marketing and sports promotions (Van Looy 2008). The restaurant can sponsor events or competitions that promote the brand. The hotel can also use TV ads and road shows to market their products and services. Studies show that competitive pricing is important for market entrants. Branding affects commercial and social marketing decisions and media used. Social media, youth events and the mainstream print and electronic media advertising can play a complementary role in marketing the hotel to promote its reopening in Lincoln. Charity for cats A charity for protection of cats should be treated as a brand. The charity should come up with a logo and a mission statement. This would identity the company from the rest. The company can use social media to reach to the target markets who are the sponsors. Marketing communications must influence that the targeted sponsors feel about the charity group (Clow & Baack 2004). Effective marketing communication must move the target market to act upon what they feel about the product. In attracting supporters, the charity organization shall offer marketing communications that involve music and voice over (Pickton & Broderick 2001). The organization can emphasize on involvement and shared values (Reid 2005). This is supposed to influence the perception of the potential supporters. Websites, person to person campaigns and social media can have a strong appeal to potential sponsors. The campaign would give the intentions and need to support the strategy. The use of celebrities and sponsorship Brand involvement with a celebrity can take the form of a sponsorship. This is common is sports. Ford has signed up Wayne Rooney to drive their ‘Sport Ka’ model. This vehicle is widely perceived to be a vehicle for women. The outspending performance of Rooney in Portugal and the signing up with Manchester united caused Ford to offer him a 1.5 million pounds deal (Clow & Baack 2004). The company has also incorporated celebrity testimonials in a wide range of ways. These include the use of photography, television and live appearances. The use of celebrity voiceover has been cost-effective and productive for companies (Ellison & Shulze 2007). In some instances, a company offers to hire celebrities as employees. This strategy is becoming institutionalized in the top culture in organization (Van Looy 2008). The use of celebrities is targeted at attracting their clout through the endorsements that they make. Celebrities are said to have control tastes and decisions of some of their supporters. There are instances where celebrities choose to be customers to their favorite brands (Van Looy 2008). This is considered to be a form of indirect endorsement of the product. Companies are depending on celebrity placement to facilitate effective marketing (Reid 2005). Fujitsu Company has selected television as its most effective communication medium to reach the targeted audience. The company believes that using TV and radio presenters creates a bigger impact and attention which makes it easier to get the message across to the target groups (Van Looy 2008). The company believes that using ambassador for the brand alters the image of the brand impacts the marketing communication positively. The purpose of this use of this personality images is to increases the respectability of the product and attracts the confidence of the target group. Social marketing Social marketing depends of the qualitative metrics for the desirable signs of the tone and quality. The customers benefit from the interaction. Social marketing is perceived to be brand building and is no longer a preserve for the government (Pickton & Broderick 2001). Companies use social marketing to connect online brand advocates with the product development cycle (Reid 2005). Social marketing presents a contemporary form of communication (Van Looy 2008). Social marketing is behavior change strategy which aims at activates people. Social marketing is strategic and requires the efficient use of resources. Social marketing addresses hindrances to desired behavior that are identified by the audience. Social marketing considers the degree of the readiness to change. This entails establishing the locus of control, perceived risks and self-efficacy.the social marketing research indicates that the method is simple and compatible with the social norms (Van Looy 2008). Competition is the market encourages a profitable relationship between companies and people. Social marketing targets the potential customers at a personal level (Pickton & Broderick 2001). The companies are using personalized strategies and mobile applications. Companies are using social marketing to raise revenues through virtual marketing platforms (Ellison & Shulze 2007). Anti-smoking campaigns In anti-smoking campaigns, the television and magazines have played significant role. Anti-smoking companying has been accused of using shock messages (Van Looy 2008). Anti-smoking mass media campaign has significantly reduced regular smoking among adolescents and adults. Studies have focused on the effectiveness of the campaign by assessing the relationship between responses of the target audience and ad characteristics. The message have been using fear appeals, peer norms and tobacco marketing. The campaigns suggest that the family unit is at risk (Ellison & Shulze 2007). Research indicates that different TV ads have been classified as funny, sad and normative. Sad ads tend to evoke strong emotions and had the highest call rates and rating scores. A study indicated that in 118 anti-smoking advertisements tend to place more emphasis of second hand smoking. The campaigns tend to appeal to benevolence and emotional appeal. Anti-smoking magazine campaigns tend to examine factors affecting smoking attitudes and behavior. Most of these ads tend to give information based on science. In 1999, a study indicated that anti-smoking campaigns through the use of TV ads and magazines had no significant effect on smoking trends compared to control of the industry pro-smoking advertising (Van Looy 2008). In the United Kingdom, the anti-smoking advertising campaigns in the televisions and magazines had a negative effect on the smoking prevalence through preventing former smokers from relapsing and motivating current smokers to quit smoking. Mass media anti-smoking campaigns are promising and increasingly becoming a costly tool for health promotions. The success of television anti-smoking and magazine campaigns has been relative (Pickton & Broderick 2001). In California, the television ads anti-smoking campaigns have achieved high level of public awareness. This has significantly reduced the levels of smoking prevalence among adults and adolescents. This has also led to increased numbers of the attempts to quit smoking and the trend is expected to grow. Most of the magazines and television ads can be termed as successful. At the same time, anti-smoking ads have encouraged some smokers to resist any attempts to discount smoking (Ellison & Shulze 2007). This is perceived to be a psychological fight back mechanism and is cited as the most significant weakness of the anti-smoking campaigns. Many smokers take the anti-smoking campaign as an attack against their choices. References Clow, K. E., & Baack, D. 2004. Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall. Ellison, C. E., & Shulze, E. H. 2007. Methods of advertising. United States: Kessinger Publishing. Pickton, D., & Broderick, A. 2001. Integrated marketing communications. Harlow: Financial Times Prentice Hall. Reid, R. 2005. Globalizing tobacco control: Anti-smoking campaigns in California, France, and Japan. Bloomington, IN: Indiana University Press. Van Looy, E. 2008. Ethics and Advertising. Katholieke Hogeschool Kempen. Read More