Marketing Communications - Coursework Example

Marketing Communications Theory & Practice Executive Summary Marketing communications is often d to be the requisite that increases the ability of the organisation to meet with its projected sales needs. With an efficient communication purview, the organisation can ensure that the different objectives are met. This is even noted that based on the strategic use of communication, the organisation could successfully market their movie Shaun of the Dead and increase their interest of the visitors to watch the movie in the theatres. Identifiably, by the use of unique props, the organisation has been able to meet with the effective needs of marketing and could effectively connect to the people in terms of enhancing the prominence of the movie in the international market. Commendably, the different use of marketing techniques could enhance the ability of the organisation to perform and develop the various attribute to meet with the diverse needs of consumers’ preferences and marketing. Table of Contents Executive Summary 2 Introduction 4 Analyse How The Campaign Was Conducted. What Forms Of Marketing Communications Were Used? 4 Explain How You Think Marketing Communication Theory May Have Underpinned This Approach And Which Theories 6 How Successful Was It? How Far Did Its Planners Persuade Their Target Audiences, And How Could They Have Measured This? 8 Conclusion 9 References 10 Introduction Tools and techniques used by a company to deliver the promotional messages to the target consumers are called ‘Marketing Communication’. Companies use the technique of marketing communication to promote their products and services for e.g. websites, advertising, sales promotion and personal selling among others that are being promoted in the global domain. Marketing communication theory works in attention, interest, desire and action. These factors, which influenced the marketing communication campaign, are noted to be developing the overall attributes of marketing. Marketing communication is a management system process through which a company involves with various spectators. The communication should understand the needs of the communicating environment, so that the company could identify as well as seek to develop the various needs of the company. The essay has discussed about the marketing communication campaign conducted by the film Shaun of the Dead (Mukherjee-Das, 2012). With reference to the needs of the essay and with reference to the film Shaun of the Dead, the study elaborates the marketing form concepts as well as on the different theories of marketing that is prominent within the domain of marketing. Through a detailed analysis of the different concepts depicted in the movie, the essay elaborates on the use of creativeness and appeal that is projected by the movie in terms of quality use of the Unique Selling Proposition (USP). Analyse How The Campaign Was Conducted. What Forms Of Marketing Communications Were Used? The film has made a powerful communication campaign to the film industry and has modified the attention of young urban spectator. The campaign is being conducted on the basis of advertising, media, public relations, outdoor planning and outdoor buying. The main objectives of the communication campaign were to deliver customers’ needs in different section of the society. The essay has analysed about the campaign, being conducted and have made certain developments in the notion of marketing communication. The structure of the essay also conducted such theories, which have made a certain alignment to the theories that are prominent within the domain of marketing (Eliashberg & et. al., 2004). The communication campaign that is being introduced as a plan for targeting their customers has also developed an effective formulation of the different goals that are to be achieved by the films. The marketing campaign that is being conducted by the company has made certain impact on the development of this film. The marketing communication campaign conducted by this company has introduced advertising in various forms such as ads in T.V., magazines, and newspaper (Kitchen, 1999). The process of advertising introduced by the movie has made a huge promotion within the business domain. The film has successfully gathered consciousness from the different sections of the society from young masses to teenage spectators. To increase the consciousness about the film different posters were put up across the public places to increase the consciousness about the movie and develop the acceptance of the same (Varey, 2002). Besides hanging posters for the movie, the marketing agency that was, planning the marketing needs for the movie planned different trips and even created a live experience about what they are going to experience while watching the movie. With actors decked, as zombies and running around across the London city the general people were attracted by the horrendous experiences. This integrated marketing communication technique used by the marketers were noted to be enhancing the experiences of people and increase their interests to visit the theatres (Vagionis & Loumioti, 2011). This gathered interest among the people and more citizens were inclined towards watching the movie once it was released. This intensive method of advertising even reflected that the people were more affected by this unique method of conversation and was positively affected by the advertisement thus displayed (Williams & et. al., n.d.). With the effective use of the different strategies of Street marketing along with the billboards leaflet marketing at prime location of the city the marketers has been effectively enhancing the awareness of the movie. The form of marketing communication used by the company by the use of actors to behave like zombies so that the actual feel of the movie could be implanted in the mind of people (Tsikirayi & et. al., n.d.). The targeted spectator gathered by the campaign has made it beneficial in order to attract more audience for the movie. The form of marketing communication that is used is majorly inclined towards the street marketing and enabled the use of gestural communication to develop the popularity. The marketing concepts used can is noted to be enhancing prominence of the brand through the effective use of street marketing for promoting the film. With the effective use of marketing strategies, the target audiences, i.e. the common people of the city, such as the young masses and the other citizens residing in the city was intensively attracted by the type of communication used (Smith & et. al., 1999). The media concepts that were strategically implemented have influenced the customers strongly resulting in effective promotion of the movie. The street marketing used effectively created a situation that the audience is likely to experience in the movie. This helped the company to use strategies to develop the different concepts attached to the movie efficiently and develop interest of the viewers (Rewtrakunphaiboon, 2009). Explain How You Think Marketing Communication Theory May Have Underpinned This Approach And Which Theories With the effective use of street marketing, the company has efficiently nurtured new strategic marketing tools that are going to enhance the prominence of the movie among the viewers. The development of live experiences for the consumers that they are likely to face during the visit to theatres is likely to increase their attraction for the movies and develop curiosity for the same (Smith & Taylor, 2004). Notably, with the zombies running across the roads in one of the central areas of London all of a sudden is likely to create the thrill and fear among the people. This innovative strategy aligned with the concepts of gestural communication is going to increase the ability of the marketers to meet with the diverse needs of communication and effectively increasing the ability of the marketers to gain more popularity (Mahesh & Purusothaman, 2013). Additionally, the integrated approach used by the marketers for developing a concept of the film in the minds of the people, with the intention to increase their interests to watch the movie is going to increase the popularity of the movie and in turn enhance its prominence. Notably, the movie could effectively develop their place in the hearts of the people and enhance its prominence in the long run. Therefore, the busy location of London was selected so that the largest number of target audience i.e. all groups of citizens of the city could be attracted for watching the movie (Kitchen, 1999). Furthermore, by increase the ability of the marketing concepts to generate more interest of the audience has been effectively done with the use of gestures. This is noted to be enhancing the ability of the movie to gain the consciousness of many visitors (Jerrick, 2013). Additionally the use of props in the form of actors dressed as zombies the viewers could actually experience the thrill and enjoy the movie largely (Ismail & et. al., 2012). This development of a hypothetical feel for developing the various concepts of the movie the marketers could effectively create a feeling that would draw interest of the consumers and increase their contentment. Notably, this strategic development has been enhancing the efficiency of the communication tools and developing the values attached with the needs the target audience (Haymarket, 2013). How Successful Was It? How Far Did Its Planners Persuade Their Target Audiences, And How Could They Have Measured This? The success of the marketing strategy could be quantified in terms of great success the film has achieved after its launch. In addition to the effective promotion, the use of the different strategic elements has added up the value of the movie among its viewers. The great success of the movie and the IMDb reports reflected on the fact that the integrated approaches of communication has enhanced the ability of the movie to attract more spectators (Frey & Rudloff, 2010). The alarming situation created by the movie while promoting the same has in turn influenced the consumers to visit the theatres to experience the movie. Thus, it could be said that the strategic use of street marketing with the unique props has played a vital role for increasing the popularity of the film. With the use of gestural communication, the movie could uniquely increase the curiosity among the minds of the people. Besides, verbal communication, role-playing worked miracles to initiate the people and enhance the popularity of the movie in the long run (Fill & Jamieson, 2011). Additionally, the suspense created among the minds of the people from zombies moving openly on streets had a long lasting impact on the minds of the spectators and compelled them to visit the theatres. This effective use of zombies has even attracted the young masses to visit theatres and experience the movie further enhancing the popularity of the same among the commoners (FAO, 2010). Correspondingly, the development of strategic implementation of tools that could lead to the development of urge to visit the different theatres was even likely to create a mark on the minds of the people and enhance their interest to visit theatres. With the use of the props, the street marketing communication was successful to steal a moment or two from the busy schedule of common people of London and effectively instigate them to watch the movie. The prominent promotional techniques used visible and enhanced level of props was effective enough to enhance the overall attribute of the spectators and compelled them to watch the movie (Egan, 2014). Conclusion The use of enhanced quality of props actually developed the appeal of the movie and increased the acceptance of the film on the viewers. Parallel to the use of the traditional promotional tools such as placards and billboards the marketers effectively utilised the living props that could enhance the value addition to the consumers. By using an integrated approach of marketing the film could effectively find a place among the hearts of the viewers and influence their though process. Furthermore, the conceptual framing of the different experiences that were depicted through the movie it was noted that the consumers could easily relate with the diverse concepts that were presented in the same. References Eliashberg, J. & et. al., 2004. The Motion Picture Industry: Critical Issues In Practice, Current Research & New Research Directions. Publication. [Online] Available at: http://www.hbs.edu/faculty/Publication%20Files/05-059.pdf [Accessed March 18, 2015]. Egan, J., 2014. Marketing Communications. SAGE FAO, 2010. Marketing Communications. Agricultural and Food Marketing Management. 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