Marketing Communication & Psychology - Essay Example

MARKETING COMMUNICATION AND PSYCHOLOGY Communication refers to the process of passing message from one point to another. This remains one of the fundamental elements utilised by marketers in ensuring target clients get the message being conveyed, in a manner which the marketer wants. In selecting the method of communication, marketers must assess the requirements of their advertisement campaigns. This remains fundamental in establishing the best method for advertisement, which could ensure the message, becomes accurately relayed to target individuals. The speed desired in delivering the message as well as the capabilities of the advertising authorities also becomes essential in determining the approach utilised. In the project regarding issues of rising number of unwanted dogs, the advertising authority seeks to relay essential message to individuals engaging in unlicensed breeding of dogs. Awareness must be created upon the general public regarding the increasing numbers of unwanted dogs within the society. While the advertising authority undertakes a social duty for caring for these animals, the general public might be unconcerned about the welfare of these dogs. The message being conveyed seeks to gain the sympathy of the population upon the dogs (BBC 2013). This remains aimed at ensuring unlicensed breeders stop breeding, and the general public provides support to the organisation in rendering sufficient care to abandoned dogs. Support from the general public could come in form of donations or adoption of some dogs by caring individuals. The radio advertisement was chosen because of its wide coverage, which could be essential in reaching large numbers of target individuals. According to reliable sources, approximately 90% of the entire United Kingdom’s population tuned to different radio stations within the country. This signifies a large number of target individuals could be potentially reached through running radio advertisements. The communication method therefore, becomes easy and quick in execution as the target individuals become easily accessible through this medium. Statistics further indicate the numbers of individuals listening to radio will continue to increase in coming years. This medium of communication also appeals to different demographics of individuals, and the advertisement targets the general public. Through the utilisation of electronic media, the message becomes easily conveyed to the general public easily and quickly. While other forms of communication might have significant advantages over radio, the consideration of the pros and cons led to the choosing of radio, as the desired form of communication (Keith 2009). Commercial advertisements compared to radio present the capability of including pictures as opposed to radio. The coverage of radio, however, surpasses that of commercial advertisements. Being an advertisement targeting the general public, reaching large numbers of clients remains a fundamental aspect for consideration. The costs for producing a commercial advertisement remain relatively higher compared to radio advertisement, creating an advantage over commercial advertising. Guerrilla advertisement can enable the delivery of personalised messages to different target individuals for the campaign. Despite the personalisation effect of the advertisement campaign, the target audience for these advertisement strategies remain limited to selected groups, within the population. This advertisement campaign could be effectively adopted when targeting donor organisations to fund the project. Specificity of different aspects remains limited when utilising guerrilla advertising campaigns. This lack of specificity can only be utilised when targeting individuals possessing significant knowledge of subjects contained within advertisements. Such approaches would become confusing when utilised on advertisements targeting general public. Viral advertisement might be effective, but a consideration of the target audience implies this method would become ineffective, when utilised. These methods remain focused in delivering information to limited numbers of individuals utilising social media and other internet based medium. Within these social platforms the users seek information according to their requirements, and might neglect an advertisement featuring dogs, unless the individuals like these animals. The utilisation of this method remains highly inefficient as the market reached audience reached would be very small, compared to radio (Sullivan 2008). The advertisement seeks to appeal to the emotions of listeners through introducing an aspect of personal feeling. The advertisement compares feelings of rejection and loneliness experienced by individuals as similar to those experienced by many dogs. This catches the attention of listener, who might want to understand how dogs develop such feelings. The advertisement then introduces elements of persuasiveness in seeking to ensure the listener remains engaged and desiring to listen (Trehan & Trehan 2013). This persuasion is meant to make the listeners to take action regarding the stated fundamental problem facing these animals. After catching the attention of the listeners, the advertisement ends with an appeal for assistance from the audience, to help the homeless dogs within the society. The radio media effectively utilises language in delivering persuasion to audience as it lacks the capacity to include pictures. While pictures could easily capture the attention of audience effectively, the utilisation of language in an effective manner, substantially achieves similar level of persuasion. The tonal voice of the spoken words within the radio advertisements, determine the perceptions held by the audience, regarding the advertisement. The tone remains an essential element in achieving persuasion and pleasing the audience. The utilisation of tonal effects in the radio advertisement performs a fundamental role of influencing the reaction of the audience (Sullivan 2008). The capacity for individuals to respond positively to the requests of the advertiser remains based on the influence delivered by the advertisement. The language utilised in the advertisement must ensure that all the target audience perceive the message with positivity. Negative perception would cause the failure by advertisement to appeal and please the audience, consequently resulting in lack of positive response. Interest must be capture upon the listeners to ensure continued listening, and subsequent grasping of the fundamental message conveyed by the advertisement. The information contained within the advertisement provides and appeal for capturing the attention of audience. The advertisement does not provide any statistical information regarding figures related to the elements of unwanted dogs within the country. This limited information of meant to ensure the interested audience seek further information through contacting the organisations and gaining further information. Listeners are meant to gain only the essential information regarding the problems being faced. There remains a close relationship between the utilisation of words and subsequent understanding of the conveyed message by the audience. Reference to different elements commonly includes the utilisation of recognisable language, which can be easily understood by the audience ensuring communication. The relationship between words and the intended messages serves the fundamental aspect of capturing the attention of the audience. Comprehensibility of messages remains dependent on comprehensibility of words utilised in conveying the message. In the spoken word the effects of sound of the word remain stronger compared to actual meaning. Synonyms with significantly limited meaning of words can be utilised in creating sound effects of spoken words Communication involves the passing of a message and subsequent comprehension of such message by the target audience within any setting. Barriers to communication bring limitations to the comprehension of the message being communicated. While the language remains essential component for ensuring conveyance of the message, improper utilisation of words could become a barrier to communication. Effective and proper utilisation of word on the other hand, presents clarity and comprehensibility of messages. The element of communication remains fundamental in marketing as marketers seek to pass information to target markets regarding various products (Kitchen 1999). Before engaging communication various factors regarding the audience must be analysed, and properly understood. This would ensure the instigator of the communication utilises channels and forms which the audience would understand easily. Much of communication remains dependent on the utilisation of language and words selection in conveying a message. References BBC, 2013. Stray dog concerns persist despite drop in total. BBC News. Available at: http://www.bbc.co.uk/news/uk-24125601 [Accessed January 18, 2014]. Keith, M.C., 2009. The Radio Station: Broadcast, Satellite & Internet, New York: Taylor & Francis. Kitchen, P.J., 1999. Marketing Communications: Principles and Practice, Boston: Cengage Learning. Sullivan, L., 2008. Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising 3rd ed., New Jersey: John Wiley & Sons. Trehan, M. & Trehan, R., 2013. Advertising and Sales Management, New York: FK Publications.  Read More