Advertising and communication - Essay Example

ADVERTISEMENT & COMMUNICATION (Degree for which this dissertation is being submitted) Submitted in part fulfillment of the Date of Submission Marketing Marketing is one of the operative functions (as distinct from managerial function) of management. Modern concept of marketing is different from the traditional concept. According to modern view, marketing consists of sensing, stimulating, servicing and satisfying the needs and wants of present and potential customers in more effective and efficient manner than its competitors. The modern concept of marketing communication holds that the key task of organization is to determine the needs, wants and values of the customers and to adopt the organization to delivering the desired satisfaction more effectively and efficiently than its competitors. There are two key elements in this marketing communication concept. Customer orientation and Integrated marketing planning and control with those of other departments like manufacturing, finance, inventory control and so on. Advertisement And Marketing Communications Competitiveness in business the world over is so acute that survival is possible for only those organizations, which are ready to employ every possible means to increase profit by reducing cost in production, while remaining uncompromising in quality and aggressive in marketing. The role of marketing communication in modern business practices has been identified as a key factor in survival in modern day business. As part of the search for business effectiveness the entire process of marketing communication is being approached in a comprehensive and unified manner where by all activities of business communication functions in unison. This approach is called Integrated Marketing Communication. This is a relatively new concept in management. It is engineered to harness all aspects of marketing communication such as advertising, promotion of sales, public relation, and direct marketing in a highly focused manner eschewing the former tendency of these departments to function in isolation. The account of the phenomenon of Marketing Communication by Aaker, Batra and Myers (1992) constitutes a fair working explanation of the phenomenon: . . . advertising and sales promotions operate together in their impact on the consumer. When designed and run in tandem, they yield power synergies that magnify their individual effects. The ambiguity centered on the definition of IMC has created complexity in assessing the operational efficiency of the process. There are many levels of integration, which produces problems collectively as well as individually. The ideal execution of IMC calls for the sharing of the entire organization. Available Mix Of Advertisement And Communication Methods Advertising is a very complex business. To make the advertisement to go on with the changing time new advertising and modern promotional methods needs to be assessed and compared with traditional available methods. New innovative ideas and media methods uses are to be devised all the time, as the advertising industry switches emphasis from media to media, and as new modern lifestyle trends continuously to develop by new technologies. Traditional and modern view of Advertisement In 1980's and 1990's advertising agencies were commonly 'multi-services' agencies, and they divide their area of operations to handle the creative, production and media-buying processes. There was a huge trend towards junk mail or direct mail and many large consumer brands switched significant advertising spending into direct mail. For small local businesses TV was an increasingly attractive tool. Modern lifestyle and technology developments change the marketing communication and advertisement methods of companies. New method of advertising based on exploiting electronic communications and the 'word of mouth' instinct sometimes referred to as 'Viral marketing'. In today's world Internet advertising is more popular than radio advertising - for small local businesses the importance of Internet and websites campaign are very important and effective. Companies should learn what their competitors are doing and what advertising methods and developments and modern trends. Many Dimensions of Marketing Communication The purpose of marketing communication is to influence the thinking process of the recipient the communication about a brand, a project, a service etc. This called the conceptualization ion of the idea. The next step is the relationship building. The recipient of the communication and the brand should establish emotional connection. This activity takes place in the subliminal level. Marketing communication should establish a relationship of trust with the entire clientele, which is comprised of the every day functional user of a product in the wider society as well as the user of a product in a chosen niche of the community. This trust of the recipient would be expressed in sales enquiry or attempt switch to the new brand. This is the activation of behavioral change in visible forms. Once the activation is discernable, it is to be supported by immediate help by the quick operation of the service sector of the brand in the form of further information by some form of contact. This is followed by a product experience, which makes the initial trust with the communicator and the recipient of communication a concrete reality. All the above dimensions have to be performed in a coordinated manner. The Importance of Marketing Communication A marketing communications program guarantees that every chance to send a message to a customer functions efficiently and smartly. Many needs of the enterprise like increasing membership, ensuring member retention, or increasing non-dues revenue, entry into an impenetrable market etc is achieved by stretching and straining all the sinews and muscles of the enterprise. This can be also called persuasive communication. Chris Fill has observed the complexities that communication involves. Persuasion can be experiential in of a negotiation process between people. It might need propaganda material typically associated with the government. Sometimes the sender or speaker may be presenting their opinion to a large group of people with no chance for feedback from the crowd (Fill 1995). Marketing communication can succeed only if the communicator has a clear idea of his task. Based on the target market and target's need he or she should have a unique selling proposition. Communication should help the target group to see you differently form other competitors. In addition, the sales targets should be planned and achievable levels should ear marked and budgetary provisions and a marketing strategy should be in place to achieve these levels. The message delivered in all places, occasions should be consistent, and reliable quantitative tools should measure results. Integrated Marketing communication-Barriers and Gateways The main problem in implementing integrated marketing communication is elitism at the helm. All organizations run the danger of developing an elite group who have become conservative and might try maintaining statuesque because of the self imposed image of superiority. These may be opaque to innovations. They might have become defunct but continue in the organization by the sheer weight of their previous performance. Their ignorance of the new trends and their self assumed superiority could act as a dead weight in the implementation of integrated marketing communication. The organization will have to reorganize the reward systems, as all the departments are the integral part of marketing communication. If the organization does not have performance audit mechanism in place, it may not be able to see the palpable benefits of the implementation of the new system. The integrated marketing communication can be effectively implemented only if the above barriers are tackled. Having said that, the next step, which is the gateway to its implementation, is the media strategy with integrated promotional mix. The mangers will have to be not only proven team players but also cross-functional and the organization should develop the right evaluation tools to measure the contribution of the different departments and institute reward system to motivate all the players of the team. Measurement Approaches Reach and frequency are the important indicators of performance. However, the reliability of their data is often very doubtful. However, in the absence of any other foolproof yardsticks to measure advertisement effectiveness we still have to depend on them while we are trying to enhance their reliability. The problem is all the more serious when there is a media mix. It is a challenge to the media planner to be able to consider telephony and PR along with broadcast medium, print media and the blogs and e-zines as he does not have a toolkit to gauge the degree of effectiveness between these media. Therefore, the first task is to develop a proper tool that will measure the media effectiveness of types separately and when they are used in combination. The plethora of media available for our selection has put the business of communication with a mine of opportunities. The approach to media based only on number and reach may not be suitable in integrated marketing communication. The insistence on researched data for choosing the media might stifle creativity because the integrated marketing communication has a strong element of creativity in it. The creative choice process involves weighing the comparative strengths of scientific and mystical approaches as to which will be more effective in swaying a given audience (a target universe, as mass communicators often label it)(Orlik 56). The power of message that hits through all the channels develops so much of synergy and the extent of the synergy may not be measured. The synesthetic synergy, however, explains how simultaneous media usage may reinforce messages to create a response larger than the source of the messages themselves (Pilotta et al). Whether communication is an art or science is still debatable. Even if we accept communication as a science, we will have to concede that it has characteristics of art. "Perhaps marketing communication is the side of international marketing with the greatest similarities from country to country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing" Modern marketing communication is a skillful way of blowing one's own trumpet. To speak highly of one's goods has been raised to the level of the dignity of fine art. The most successful businessman is he, who knows the secret of effective advertisement. Factors influencing buying behavior Inputs Channels Processor Output (Response) Selling is essentially a communication process. Therefore, salesman also become an indispensable part of this process, as is evident. Salesmanship And Communication Process Feedback Methods of Dissemination in Communication Perhaps the most effective method of communication is the face-to-face or the interpersonal. It is very human in content and experience and often is recalled as a cherished or terrible experience. Perhaps this was the only tool available to the primitive man. Technology progressively replaced the human factor in communication. However, the audiovisual media has the many features of the primitive with the availability of sight sound and movement and the added advantage of enabling communication to masses and from distances. Studies have underlined the effectiveness of this media in sending persuasive messages. When the visual element is absent the media is called audio media (loud speakers and radio) and the audio element is absent it is called visual media (cartoons pictures, statistical data). Print media made up of newspapers, magazines, handouts etc are other well-known tools for marketing communication. The media can support one another. Print media can highlight what is in the broadcast media and similarly radio can give coverage about what is in the press. The Media Plan The terms media plan and media strategy are used to convey the techniques of effective communication delivery to consumers. The recipients of communication are different, they may have different characteristics, and consequently the media needed to reach them will be different. The Integrated Marketing Communication has realized this and uses multiple channels of media like advertising, public relations, events, direct response media etc. The success of this integrated method in entertainment-education (edutainment) as pro-social messages embedded into drama, skits, street plays and road shows coupled with other traditional modes of communication have yielded excellent results in family planning, literacy, nutrition and conservation. Media selection Selection of media is no easy task. The selection of media is often under severe constraints often due to inadequate budgetary provision. Hence, it is difficult to decide which medium will reach the desired targets and produce the highest return on profit. Some times the media will have to be multiple types and should decide what percentage of allocation should be given to each type. Therefore, before establishing specific media objectives it is also essential to focus on how the media affect your advertising goals. Although your ultimate marketing goal for most goods is to sell more product (or services or image), unless your audience finds out about the product through the media that you use, that goal is unlikely to be reached (Katz 36). In this context, it is interesting that the new media is overshadowing the traditional media. Technology has brought about greater access to the new media. The possibility of doing without hardcopies has brought down overheads in the production of various types of magazines now available in the e-format. There is a flood of e-zines and blogs in the net today. Because of the possibility of personal participation from anywhere, these are becoming very popular and studies show that the advertisements in these new media are very effective and their reach is increasing day by day with limited cost. Analysis Of The Effective Use Of Appropriate Marketing Communication Techniques Marketing communication and advertising mix methods are chosen 1. According to cost, targeting and response Advertising cost includes cost of design, production such as printing and media includes, local radio, display advertisement etc. For effective marketing communication, modern organizations should learn about the methods that are available in the market. Organizations should keep up with market developments so as to give effective decisions about where to put marketing advertising emphasis, and what marketing communication 'mix' of methods to use. 2. According to design, production and the role of external agencies Company's image is formed by advertising material and campaign. And company can take the help of external agencies and a good designer. The role of design and advertising agencies are: Concerned with planning advertisement campaign and Implementing advertising or promotional 'campaigns' on company's behalf 3. Advertise to generate response and to build awareness Effective marketing communication focus to create awareness or to generate a direct response. Different advertisements media and methods are better suited to one or the other. For generating a direct response, newspaper advertisement, direct mails, magazines are very good and effective. For creating awareness and building credibility business organizations uses posters, TV, radio and press editorial. 4. Use simple language for customer's understanding Customers are people with multi options from all sources and having good technical or detailed understanding of products and services. Advertisement companies should focus on spell things out, using clear simple language and not in complicated language and technical detail. The effective advertising and marketing is the ability to convey complex issues to the customer in a interesting, relevant, meaningful, and easy manner. 5. Translate your product and service offer into meaningful customer benefits The effective advertising and marketing techniques should focus on few key strengths of client's business such as 'service offer' and must express these in terms of benefits to your customers. Effective advertising and marketing communication should specifies the improving the quality of their service to their own customers; how it will make their employees lives' easier, better, less stressful. Theoretical Framework There have been many models that have been developed to explain the process of advertising. One of the oldest models the AIDA designed by Strong (1925) A-I-D-A (Awareness, Interest, Desire, and Action) is the most widely known hierarchy-of-effects model. 'AIDA' - Attention Interest Desire Action Attention part is the banner or headline that makes an impressive benefit promise to the customer Interest builds information in an interesting way to the customers Desire is the response advertisement campaigns must receive, which speaks benefits to customer so that they will want or desire for them. Action: Advertisement should prompt actions from the customer's side, which may be to call a telephone number or to complete and send of a reply coupon. The hierarchy of effect represents compounding probabilities (Percy et al., 2001: 36), as each step in the process is a necessary condition for the subsequent step. There are many limitations to this theory, Hackley (2006) argues that this advertising method is essentially a dyadic process, transmitted through the media such as television, magazines etc and used by the person in isolation. Another limitation is that it usually involves high-involvement purchase of products where taking a rational decision plays an important role and which is not the case with many products. Cultural studies and cognitive processing both play an important role in the ambiguity of an advertisement. The former includes Stuart Hall's (1980) work on encoding -decoding and John Fiske's (1986) work on polysemy are directly related to the message the advertisement wants to convey. The latter provides an explanation of the consequences that arise when advertisements break the convention of traditional advertising styles. The theories of ostensive and covert communications commonly found in advertisements reflect the direct and hidden meanings respectively that can be interpreted in various ways by readers. Warlaumont (1995) supports this idea by discussing how "ambiguity can lead to involvement, polysemy, and oppositional decoding may help communication scholars and practitioners understand the relationship between advertising design and persuasion". Positioning plays an integral role as it may also refer to more tangible characteristics of a brand that ostensibly differentiate it from others, such as the logo, packaging color, frequency of and reason for use and any other characteristics (Hackley, 2006). All the above theories are imperative play an important role in building the brand image of a company as well as promoting it till it reaches the end users. Examples of Modern Advertisement campaigns: Diesel Diesel very strong brand name worldwide and is one of the most famous clothing companies, it recently embarked on one of advertising world's biggest trends. The company engages in an important cause for its spring/ summer campaign, which is 'Global Warming'. (Source: Vogue Magazine, April 2007) This advertisement depicts beautiful models dressed fashionably but barely to accommodate the hot weather. Moreover, the models look very self-confident in their Diesel clothes and are walking around the square in Paris. The transformation of this city into a jungle scene is very unusual especially because Paris has always been a classy and sophisticated place. The idea of the wild parrots is an excellent indication of this chaotic situation. The advertisement is a very good example of Polysemy; the message on the right hand side of the advertisement 'global warming ready' is directly related to the campaign launched by the company related to this cause. This can be considered as the ostensive meaning of communication in this advertisement. However, the other hidden meaning or as interpreted by some people as the obvious reason is the marketers' goal to advertise for the spring/summer campaign which might be understood as getting ready for the warm weather in the summer. Nissan Pathfinder 4X4 This advertisement portrays a Nissan Pathfinder 4X 4 commitment that has revived Nissan's brand image. On the top left hand side of the advertisement the word 'SHIFT' is Nissan's new Slogan which means " Everything we touch, we shift, And everything we shift, we try to make better and uniquely Nissan.(Nissan.co.uk). The message the company wants to convey is that its cars have been designed to offer their customer's distinctive design, superior performance and value. The silver car is set in a black background, its rear like a crocodile. This combination is very uncommon, the fusion of nature in the form of a crocodile and a very sophisticated 4X4 car. The wheels are replaced by crocodile legs with metal joints that are the driving force of this car. The name of the car 'Pathfinder 'goes perfectly with the image as the crocodile is using its natural instincts as a wild reptile. The advertisement depicts five 4X4 cars with the Pathfinder in the middle is a good indication of the car's leading position as the Nissan market leader when compared to the other cars in the same category. The sentence 'Nissan 4X4s. Naturally Capable' portrays a double meanings the first means that the car can go anywhere specially to take people closer to nature however, the other meaning is that the Pathfinder is the natural choice for consumers. The Cognitive - Affective - Conative model (think-feel-do) can be applied to explain this advertisement .The first stage Cognition (thinking) refers to the rational aspect of advertising by depicting the capabilities of car which is very clear in the word SHIFT - capabilities which denotes the specific features of this car as the best car of the Nissan 4x4 fleet as well as its capability to entirely shift a person's voyage. The affective stage is related to the emotional response of the consumer to the advertisement, it encourages people to go beyond these limits and fantasize this car that is naturally capable of going anywhere. Furthermore, the pathfinder is a reliable car that families can use safely to reach their destination. The last step is conation is the action that is the combination of rational and emotional appeal (Hackley, 2006). In this stage, the buyer thinks about the amazing and advanced features of this car and what it has to offer and combining that with the dream of traveling denoted in the company's slogan 'Shift- Adventure'. This increases the brand awareness for this brand as well as relates it with ideas like traveling to encourage people to buy this high involvement product. Moreover, the positioning strategy is based on a very powerful slogan Shift - Capabilities which will enable it to maintain its competitive position in the market. Supportive Communication Elements The style of marketing communication and advertisement patterns that is followed by many organizations has an integrated approach. In this approach, there are many components. Only if all the components function smoothly the goal can be achieved. Some times these are called supportive communication elements. Marketing communication is no more a matter of advertising in radio, television in the print media. For achieving the best possible communication with the consumers the sender of the message should use a host of tools like advertising, public relations, direct marketing, interactive- internet marketing, sales promotions and personal selling. The focus of integrated communication is not short-term gains. Short-term gains may be achieved quickly. However now a business enterprise is viewed as a long-term project. More and more entrepreneurs realize that the most valuable asset of an organization is the people. So increasingly, businesses tend to hold on to the view people first. This attitude has a salutary effect on the performance of the company because people contributed their might because they realized that the organization and they are inseparable. The respect to persons comes from an ethical awareness of values and ethics is intrinsically related to any lasting enterprise. In a free market, the most productive staff, the finest suppliers and the cheapest and most flexible sources of finance can do better than to stay with a business that cheats or treats them unfairly. Various behavioral theories are used to achieve the integration of people with an organization. Frederick Herzberg and Abraham Maslow have contributed much to understanding of factors that make people contribute their best. In Herzberg's view, there are job factors that motivate employees. Marsow identified a rank of human needs that motivate people. In Hersberg's analysis company policy, supervision, interpersonal relations, working conditions, and salary are hygiene factors rather than motivators. According to the theory, the lack of hygiene factors can generate job dissatisfaction, but their existence does not stimulate or produce satisfaction. He listed five factors in particular that were powerful determiners of job satisfaction. These are achievement, recognition, the work itself, responsibility, and advancement. These are the satisfiers associated with long-term positive factors in job performance while the dissatisfiers had only short-term effects only. The integrated marketing communication gave lot of value to these theories because of the focus on long-term effects. In Maslow's theory, there is a general pattern of needs identification and satisfaction that people follow in normally the same sequence. He also put forward that a person could not make out or pursue the next higher need in the hierarchy until her or his currently recognized need was significantly or completely satisfied, a concept labeled prepotency. Maslow's hierarchy of needs is often shown as a pyramid with the survival need at the broad-based bottom and the self-actualization need at the narrow top. Many enterprises have been influenced by these theories and changes brought about in the structure of the organization have yielded excellent results. Effective and integrated marketing communication has made certain demands in the manner of staffing and training. The traditional functioning of the organization as separate compartments did not call for too much interaction with other departments. Now it is necessary for various departments to rub shoulders with one another. This augments the chance for conflicts: When individuals are required to work together, personality conflicts are magnified. This will lead to disagreements, which can cause strained relationships. Expect that some of your team members will be very disturbed by this (Biech. 5). Therefore at the recruitment stage the personnel should be selected taking into consideration the social qualities. There is a great stress placed on emotional quotient of the staff. The capacity of being a team player is essential in the backdrop of integrated marketing communication. The integrated marketing communication also calls for people who are capable of multi-tasking. In fact, most Universities have tailor made their curriculum to meet this challenge. The integrated marketing communication has also brought about a paradigm shift towards the attitude of the company boss. The style of leadership in integrated marketing communication cannot be one of the commander and the commanded. In fact, the functional leadership of the boss, which managed from his/her isolated fortress of the innermost office room, cannot be copied any more. His/her role is one of a team builder and he/she has to see to the emotional content of his/her staff. Conclusion Information is considered to be a most valuable resource in the present economy and society. The availability of information is more or less a right of the society because it stimulates all economic activity and growth. In case of marketing also passing of information is of vital importune. Because a business is separated from its customer in distance, time, socio economic gaps, information and interests. For effective and efficient marketing these gaps must be bridged. The various promotional methods are primarily meant for losing these gaps. It is very evident that the theories of communication can be used to explain an advertisement to a great extent. The meanings ostensive and covert communications are becoming more and more common is advertisements these days. The two advertisements explained have a very strong brand name The term polysemy arises in those advertisements in an attempt by the marketers to make the brand vaguer and thus encourage involvement of people in a thinking process in order to ultimately choose the brand. Furthermore, the positioning strategies of the companies were also discussed and how each one has a certain feature such as powerful slogan 'Shift- capabilities' in the case of the Nissan Pathfinder. The use of the cognitive - affective -conative model is a very good indication about the effectiveness of this theory as a Hedonic Experiential model of communications and its effectiveness in explaining the link between the rational and emotional aspects, which affect a buyer's purchase decision. The American Marketing Association has defined advertising as " Any paid form of non personal presentation and promotion of goods, services or ideas by an identified sponsor." (Committee on Definitions, p.9) Advertisement and communication is meant to pass on information to the prospective customers. It is one of the most powerful elements in international marketing. It is stated that advertisement though impersonal in character, could create profound influence in persuading prospects to become customers. It is true that advertisement carries only a message to the consumers and does not substantiate the consumers with any physical attributes. In conclusion, the traditional attitude of an organization made up of buildings, furniture, equipments, products etc will have to be replaced by more of human factors. In the new set up of humanized work environment each will experience identity for himself or herself because of the realization that each ones work contributes to the success of the enterprise. "You can fool all the people all of the time, if the advertising is right and the budget is big enough." Joseph E. Levine, 2006, (Hollywood Producer, quoted in the Daily Express Advertisement has the power to influence, educate and motivate the community towards positive and desirable behavior and this should be the guiding principle behind all advertisements. The magical powers of words and images should not be misused so that caveat emptor or 'buyer beware' becomes a warning against exploitation and manipulation of society by unscrupulous near sighted advertising. The reach and influence of advertising is truly mind-boggling as its tentacles reach into every home and heart, today. Competition to sell goods and services through a relatively new medium, the Internet and the web, is developing at a tremendous speed and is sure to extend the boundaries of advertising manifold. It has also become an attractive hunting ground for the unprincipled operator as there are far too many obstacles to the enforcement of codes and self-regulation becomes doubtful. Well, advertising is such a huge industry because most people, unlike you, buy into it. Advertising allows companies to earn more money when there are people who believe what they say and buy things. Since they earn the profits back, they wouldn't think it's a waste of money. Here is the fact. Advertisement gives us information and an idea of a product to "help" our wise purchasing. Sometimes we depend on it so much that we blame for it after buying something inappropriate, but it is no one's fault, it is our decision. Basically, advertising convinces people to buy things they really don't need and fools the people. And especially with the use of celebrities and big budgets - it works. Most of the times advertising is about fooling people, & it works. Advertisement companies wouldn't spend all that money unless they knew it worked. Anyway, the consumer pays, because there is an add-on to the price to cover advertising costs. References Aaker, David A., Rajeev Batra , and John G. 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Warlaumont , H, (1995), "Advertising images : From Persuasion to Polysemy", Journal of Current Issues and Research in Advertising , 17(1), No. (1) Read More