Marketing Communications Essay Example | Topics and Well Written Essays - 2500 words

Marketing Communications - Essay Example Marketing communication can be described as a tool which is utilised for the promotion and branding of a firm as well as its offerings (Govoni, 2004). The impact of organisation on the overall marketing process and marketing communication identifies the factors affecting those processes. Marketing communication can also be described as an assimilation of various ideas, designs, and campaigns in order to percolate a particular message to the target audiences. According to the traditional marketing communication, there are five major tools used in communication (Kotler, 2004). These are advertising, personal selling, sales promotions, direct marketing and public relations. Media can be described as the medium through which these communication tools reach the target audience. For a long time, a predictable and formulated mix has been used, for example, different communication and media mix is used for business-to-consumers and business-to-business audience (Williams and Cutis 2012). Tec hnology and social media have complicated the traditional marketing mix and organisations have now started to explore. Recent slowdown in the economy has increased the pressure on the already overloaded marketing department. Managers are now required to create innovative strategies with even lower budget. Every department is now accountable for the budget they get. This has also led to internal competition. Apart from that, organisations are increasingly realising the importance of corporate social responsibility (CSR) and ethics. Businesses have started incorporating these activities in most of their marketing and communications plans. The accountability and authenticity of these programs and campaigns are still questionable, it is clear that the marketing communication is rising from its traditional form to a more innovative, creative and comprehensive approach (Mangold and Faulds, 2009). In the current essay, a review will be done on the marketing communication tools and theories . The current disadvantages of these tools and future strategies will be discussed, with the help of relevant corporate cases. Theory and principles Based on numerous studies and research work, marketing communication theories are established. They are the result of years of consumer surveys, and analyses of the perception, changing preferences etc. The importance of these theories lies in the fact that, understanding of these theories is of immense help in formulating a strong communication strategy. Below are few of the established and widely used theories of marketing communication; AIDA Model This is one of the first models of communication strategy. AIDA stands for attention, interest, desire and action. Though in the year 1911, another factor, satisfaction was also added, the model is better known by its four factors; Attention- this is the first step of a communication process. Here the strategy is to get the attention of the customers. Presentations of revealing facts and fi gures or identification of a preliminary problem are few of the strategies which can be used in this step. Interest- once the marketer has gained attention, the next step is to generate interest and maintain it. The objective is to keep the interest of the consumer

The Tin Drum Term Paper Example | Topics and Well Written Essays - 750 words

The Tin Drum - Term Paper Example This shows Alfred a Nazi character, but it also shows that he is weak, under the influence of his wife, and not an absolutely fanatical Nazi. Hitler and Beethoven represent the cultural tensions in the family which in turn result in the young Oskar’s somewhat confused understanding of the power struggles that are going on. Oskar describes Alfred’s fondness for the visual image that the Nazi uniform presents, but the description also shows how uncomfortable it was to wear, since the strap of the cap â€Å"scraped his chin† (p. 116) and he had to get wet in the rain because he refused to use an umbrella. (p. 116) Alfred goes out to Sunday demonstrations but apart from that, there is very little change in his activities, since he still cooks, and washes up in the home as he did before. Section b. As far as we can tell from Oskar’s rather biased narrative, Alfred did not really have much of a career as a Nazi Party member. Oskar describes his motivation for jo ining the party as a natural tendency to conform to his surroundings: â€Å"he always had to wave when other people were waving, to shout, laugh and clap when other people were shouting, laughing and clapping.† (p. 152) His membership is described as â€Å"quite unnecessary, brought no benefits, and just wasted his Sunday mornings† (p. 152) and so it is obvious that Oskar trivializes and mocks Alfred’s status there. Even when Oskar mentions Alfred’s promotion, he does it in an off-hand manner: â€Å" Like all unusual happenings, his promotion was the occasion for a family skat game.† (p. 115) This is echoed later in connection with a drinking session when Alfred is grieving over the death of Agnes beneath the portrait of the Fuhrer: â€Å"the teetotaling Fuhrer was silent, because Matzerath, a drunken little unit leader, was unworthy of Providence† (p. 185). These disparaging comments show that Matzerath filled a very low rank and was of ver y little importance in the Nazi regime. Section c. The Nazi rally on a summer day in 1935 was a planned set piece which was intended to whip up support from the faithful. The way that Oskar describes it, however, subverts the intentions of the stage and the rows of flag bearing people. It is set up so that people go to a rostrum to look up in awe at the spectacle before them. Everything is regimented in straight lines, and yet the advice of Mr Bebra urges Oscar to be aware of the hidden mechanisms of power that operates during these rallies: â€Å"Always take care to be sitting on the rostrum and never to be standing out in front of it.† (p. 114) Oskar views the rostrum from behind it, which shows the mechanisms which orchestrate the event, or from underneath, where he can disrupt it without being seen. Dramatic displays like â€Å"torchlight processions and parades past rostrums† (p. 115) may look impressive from the perspective of a spectator, but the depiction in Th e Tin Drum suggests that the whole thing is a sham, and that it is better either to be fully in favour of it, and on the rostrum, or to utterly oppose it. Going with the flow, like Matzerath, is seen to be the worst option. Section d. There is a lot of symbolism in Oskar’s account of the death of Alfred Matzerath. Clearly the party membership pin that