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!