Direct Marketing of MADD Campaign Critique - Term Paper Example

TERM PAPER DIRECT MARKETING: MADD Campaign Critique This research critique paper aims at reviewing and identifying reasons why MADD campaign is considered to be void in regards to elements and marketing principles. The paper analyzes different forms of media elements employed for the success of the advert and reasons why it was opted to criticize drunk driving. The main objective of the paper is to identify how direct media marketing has helped strengthen the campaign. Direct marketing refers to the process by which customer can communicate instantly with non-profitable organizations and businesses through agnostic channel of advertisements such as short messages services, mobile telephone, email, websites, flyers, online ads, magazines and newspapers, outdoor adverts, promotion letters and catalogs. It is a direct response form of communication as used in the MADD campaign. Introduction The marketing strategies used in the creation of the advert give an individual the urges to read the advert from top to the end. It is clear that the advert is for youths who are fond of driving under the influence of alcohol in the society. The mode of advertisement is online. The marketing strategy is important in designing and implementing a successful campaign in the social market. MADD has established appropriate elements of marketing o the social media to meet its objectives as far as the campaign is a concern. On the other hand, it has also minimized its ideas for easy understanding of the advert. This gives individual time and understanding of their main objective. The campaign advert is clear enough to give the organizational goal in regards to the targeted group. The first impression in relation to this campaign advert is that it gives individual full information on what is required. MADD identifies various problems related t drinking and driving. The campaign advert gives a robust strategy in setting out of the main points in regards to their requirements. Since the advert has no urgency in any way, the organization has taken time to state all their requirements and qualifications so as not to hire people who will not make their campaign a success. Since their main objective is to fight drunkard in the society especially on the road, they have highlighted it as the main point in every category of individuals they wish to hire. Even though they have faced criticism from various governmental and private bodies, they stood firm towards such critiques thus considers them challenges for their success. MADD mode of advertisement is up to standard as far as online marketing is concerned. The advert is easy to understand and appealing to the eye. This social media element helps in attracting attentions of the different person to have a look on the advert by reading the message. The advert is a flaw in that it aims at targeting a given group of individuals in the society while discriminating the less privileged or those who are affected and infected in any way by the alcohol menace. It recognizes the effect of alcohol in the society as a hardcore problem affecting the men at their mid ages and not reflecting on the women issues of alcohol in the society. The subject matter in regards to the advert is to help the community, and the government fights heavy traffic of drunk driving by educating people causes of driving under influence of alcohol. Even though these marketing strategies has helped them, they never consider the fact that not all people in the society can have access to the internet even though globalization has improved technology in the recent past. In 1997, research showed that MADD marketing mode especially, magazine, newspaper, website and catalogs have enabled it reduce such cases of drink driving by 20 percent for a period of fifteen years. This clear shows how ineffective their modes of advertising have not been of help to their organization as well. MADD has focused most on the ethical issues affecting the youth and men in regards to alcohol taking and driving. The truth in the advert is insufficient because they advertise posts in which they want men to take action against other men in the nation. This is total he opposite of the mission and objective of the organization. The name of the organization is enough to give an overview of their project statement and objective in the community. The organization social media marketing strategy not standard oriented but aims at passing the message without using accepted elements of communication in regards to advertisement. The advert is aimed to be short and to the point. Unlike the posted, advert that aims at selling and talking more about the organization and not teaching people on what they should do to overcome the challenges in the community. The campaign is the opposite of the expected outcome of media rules and terms of advertising. The SWOT analyzes of MADD include Strength; the strength o the campaign ad lies on selling the missions and objective of the organization without considering the elements of marketing on the social media platform. It has not revealed the main consequences and precautions to undertake in regards to driving under influence of alcohol. Weakness: The MADD social campaign, therefore, provides leadership in the direct social market by providing prevention and effects of alcohol in regards to drinking while drunk. The weakness of this advert contributes to the organizational ranking in regards to managing disaster in the immediate community. The organization has focused on the online campaigns without trying any other forms of communication. Some of the weaknesses are: • The readers cannot visualize the reason behind the campaign and the major objectives of the campaign to real life. • The campaign has no duration. The campaign has not specified the amount of time it will take after short listing of the individuals. • Remuneration. In the advert, it is not clear if the individuals will be paid for everything they will be doing under the organization in regards to the campaign. • Limited to internet users and computer literates in the society. Opportunity Opportunity refers to how effective the intended message can utilize the readily available resources in making it a success. The campaign advert has various opportunities in regards to the group it’s targeting. Some of the opportunities related to this campaign advert are: The opportunities related with this campaign advert is those very many people can view it and comment on besides applying for the work posted. It is cheap and faster compared to another mode of advertisement. It is flexible Targets a large group of people Threats Threat refers to limitation factors in an organization or a company that can cause it to fall back or collapse if immediate action is not taken. As per the campaign ads for the MADD, the threat associated with it include lack of visitor in the page, low traffic flow of guest in the page if the site is not activated in the search engines lack of internet can slow response on the comments and questioned posted by valid individuals. The direct marketing of the MADD campaign lacks elements of generalizability thus qualifies to be rated as great. This is because, for over a period of years, the organization has tried to prevent individuals from drinking and driving through television media advertisements. These advertisements over the net were limited in a manner that only white men were encouraged to take part in the adverts. This should that the adverts were discriminative based on the race. Furthermore, it portrayed white men as victims of road accident in regards to drunk driving. This cause wrangles amongst involved officials in the government and the non-governmental bodies all over the world who were against the commercial advertisement. Besides 1980, advert that featured Michael Jackson skeleton dancing to the beats with group of girls who were portrayed as passengers in the advert. This also made the society act against the advert thus forcing MADD to bring it down to main their customer relation with the people as far as the organization is a concern. The stereotyping of gender in a society still exists in the society as depicted through direct marketing strategy of MADD. To strengthen the weakness of the organization, these types of discriminations should be avoided to maintain a relationship with other members or people who are interested in the group. The management should also help the members in the group know their limitations in regards to how these are done on the social media. Besides, the organization should clearly define their mandates and objectives to the public. This will promote strong interpersonal relationship and public trust in regards to their services and reasons for the campaign the nation. Media creation refers to the process of contributing information through digital platform to any media host to the end user or audience with a specific reason or message for marketing. The media content can be blog, television, radio or website. Television Media This refers to visual media of communication that uses direct cable connection in relaying information to the public. It uses elements of communication such as sound, pictures, and motion. These form of media creation is expensive to use, but the advantage is that it gives an individual clear picture of what is happening besides giving out detailed information that are seen. In addition to these, the advertisement is accompanied by sound and motions that give the individual time and knowledge to know what is going on as the advert is rolled. The MADD campaigns can be made possible and successful through this social media advertisement platform by combining direct response participation of audience through phone call, facebook, twitter or any other social application software available in the business segment. This is improved the form of communication that is valued and used by most of the leading companies and media host in marketing their goods and services to the people. It is vital to corporate audience participation in marketing of the business because it gives overview reaction towards thoughts and ideas regarding the advert. This also gives the audience time to apply besides asking relevant questions in regards to requirements and qualifications wanted for specific work. Television uses networking just like radio in the conveying message to the audience. Thus being expensive, it allows audience participation with the host. For the success of this media, the use of local emails and responses helps in the solution solving thus does not allow irrelevance of campaign into the social life of the audience. The storyboard where information is also created creates a wide platform where important and updated messages are allowed during direction. Unlike radio, most of the storyboards is designed to take a maximum of one hour rolling story depending on the cost per hour of the immediate media house. This contributes to the success of campaign ads online through use of local network signals. The advantage of this media creation media is that music can be used to get attention of the viewers at any time. Radio Media This form of communication and media creation devices use the act of the cable, but the difference with other sources is that, it uses sound and cable or wave connection of signals. Radio Media helps the campaign reach everybody everywhere since the signals are everywhere. This has been the present mode of campaigning since it is also portable media and available locally even on a modern cell phone devices. Compared to the print media, it is reliable and user-friendly. The prints do not involve immediate direct responses from the audience but allow time for reply. This causes invalidity of information due to time takes through mail box reply. Newspaper and Magazine These media are used mostly be a given class of people. They involve those who can write and read properly. The limitation of this media is that it depends with time of the campaign. When printing is made in advance, it can cause disruption and inconvenience in case some people had not read the news. In conclusion, it is important to select a diversified media for direct marketing of the business. This will give audience maximum time to understand besides respond to the requirements posted. The choice also will depend on which group is targeted by the campaign advert. In modern world, people prefer using fast and reliable media since most people are exposed due to globalization and improvement in technology. This has enabled most campaigns and adverts relevant besides reaching most people locally and internationally. Furthermore, collection of audience views is important in regards to online adverts. Assignment 2 Television and Radio Advert on MADD Campaign TV: The picture rolls on the screen of the television. Radio: A Hip-hop song Welcome to ma’ Hood by T-pain starts to play softly and increases. TV: The notice appears on the screen and advertiser says ‘Drinking cause death, STOP!’ Radio: The presenter stops the music and says’ welcome listeners to MADD – the effects of drunk driving. TV: On the screen, images of car accidents are shown Radio: Welcome to ma’ Hood by T-pain continues to play as presenter counts number of accidents caused by alcohol. TV: The presenter explains how one can avoid drinking and driving. As photos of accidents are shown. Radio: Welcome to ma’ Hood by T-pain continues playing loudly. TV: The picture rolls on the screen of the television. As presenter describe the effects of drinking and driving. Radio: Welcome to ma’ Hood by T-pain, slows a presenter describe effects of alcohol on drivers. TV: The picture rolls on the screen of the television. Showing the signs of MADD campaign. Radio: Welcome to ma’ Hood by T-pain starts to play softly and increases as presenter talks. TV: The campaign adverts are shown in all dimensions. Radio: Music stops. Presenter continues to narrate the effects of drinking and driving TV: The poster appears on the screen and presenter names some of the accidents remaining and where how it takes place Radio: Music stops. Presenter asks for listeners suggestions TV: The picture pops on the screen of the television. The advert is closed. Radio: Welcome to ma’ Hood by T-pain starts to play softly and increases as presenter ends the show with ‘Thank you for listening’ Reference Fuchs, C. (2012). Internet and surveillance: The challenges of Web 2.0 and social media. New York: Routledge. Read More