Interpret models and theories of communications and their relationship to marketing communications.

Marketing communications has rapidly changed as digital is taking over using different media tools. Many advertisements today are now deeper to customers. Trends are a big topic to advertisers to see what the consumers really are in too. When interning at MindShare trends were a big way of getting the insight that was needed to understand the customers.

The marketing communication Task Grid

Percy, L. and Elliot, R. (2009) Strategic Advertising Management. 3rd ed. Oxford: Oxford University Press, p.389.

Thinking back to strategic planning, the first four steps identified the target audience, provided an understanding of how it made purchase decisions, the best positioning for the brand in its marketing communications, and the overall communication strategy. The last step involved optimising the media strategy, and selecting the best available communication options to deliver the message.The marketing task grid will look at decisions that consumers go through in making choices. 

                                                                Brand Triangle

De Chernatony, L. (2010 P12) From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. London: Elsevier Ltd

The functional values can be copied which leads to interpretation. This don’t provide differentiation with functional values like high street trends  they don’t seem to have any altered other style of clothing which comes from the cat walk.

With more brands have moved to corporate branding it is not just about images and logos more about the brands experience and brand promise. This is coming more apparent through advertising as more brands trying to convey the brands though advertising creating much more emotionally connection to their target consumers.  Unlike previous generations of advertising it’s not just based on the functional values its more about appealing emotional desires for the consumers.  

The AIDI shows this:

§  A - Attention (Awareness): attract the attention of the customer.

§  I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

§  D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

§  A - Action: lead customers towards taking action and/or purchasing.

Here is an example which I think that M&S use very well. As their brand was going underwater then a strategy change came along with their food market and new ad campaigns.

Now the most loved brand on the high street according to a study from brand republic.

 Brand Republic. (2006) Loved and Hated Brands: High Street Shops and Stores. [online] Available at: <http://www.brandrepublic.com/news/559434/Loved-hated-brands-High-street-shops/?DCMP=ILC-SEARCH> [Accessed 30^th May 2012]

The brands and advertising is changing for the better in my opinion trends and behaviours are very important in a consumers eye! 

The Impact of Advertising!

PESTEL elements in order to construct a reasoned argument about 
their impact on advertising.

Political: Advertising Standards Authority are now deeply looking into topics more than ever with Children advertisements selling them cereals and Alcohol advertisements will awareness adverts can lead for alcoholic drinks not to be advertised in the near future. A big advertisement that should be shut down in my opinion is credit card advertisements and gambling these could lead to the UK getting into more debt. They might as well show this advert and all if they want to destroy the country.

 

Economic: As England still struggle with the recession is it getting harder for Advertisers. Advertisers in my opinion have to work extra harder to get that insight to see if the consumer will have purchase the product through a good medium of advertising. 

Social: cultural implications TRENDS are have always been a habit now days with Celebrities wanna be’s like people off of a reality TV show like The Only Way Is Essex. TOWIE has become a big impact. Brand me also a big impact about the digital world allows us to create ‘better than reality’ personas, permitting dual existence, online v offline. Advertisers have to follow trends to get the vision on what the consumer now wants.

Technological: DIGITAL!UK web advertising spend is going to hit £5bn so far the UK needs to see growth of just over 4% in 2012. Digital is looking to be the new revolution of advertising but can the UK cope with not having 4G and still have slow internet speeds with the rest of the world overpowering in advertising the UK are slumping. Online video advertising doubled year on year to £109m as online TV services such as the ITV Player and Channel 4's 4oD increased in popularity. The big FMCG companies are the biggest UK advertisers on traditional media, such as TV, press and radio, but have been slow to recognise the benefits of display ads.

  

Corporate social responsibility(CSR) is having a major part  are having more of a business effect with can put pressure on advertisings.

 

Environmental: The environment does not have big impact as things are all going digital.

Legal: Now that digital has a huge impact in consumers life’s you would of thought that advertising to an individual would be so much easier……Well guess again! New EU regulations on the use by British websites of cookies watered down by the UK's information commissioner just hours before they were due to come into force.

What do the new rules mean? The regulations build on the previous law laid down in 2003, which required websites to provide visitors with clear and comprehensive information about how and why cookies were being used on a site, and to give users the ability to 'opt-out' of cookies being stored on their devices.