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Marketing Communications

Table of Content

1 Task 1: ................................................................................................................................ 3

1.1 Introduction ................................................................................................................. 3

1.2 Interpersonal communication context: ........................................................................ 3

1.3 Organizational communication context: ..................................................................... 3

1.4 Public communication context: ................................................................................... 3

1.5 Mass communication context: ..................................................................................... 3

1.6 Computer-mediated communication context: ............................................................. 3

1.7 Health communication context: .................................................................................. 3

2 Task 2: ................................................................................................................................ 4

3 Task 3: ................................................................................................................................ 5

3.1 Introduction ................................................................................................................. 5

3.2 Coca Cola as an example of low involvement products ............................................. 5

3.3 Honda as an example of high involvement products with “Oh yea, it’s a Hybrid”

SDSU Campaign .................................................................................................................... 5

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4 Task 4 ................................................................................................................................. 6

References ................................................................................ Error! Bookmark not defined.

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1 Task 1:

The communications context(s) is considered to be the start point in any

communications planning process. Using the soft drink industry, explain the impact of

context on communications planning using this „systems‟ view.

1.1 Introduction

In general, communication context is considered as a combination of people’s

communicating in specific time and space with contents (Fill, 2009). From ordinary form,

enterprises leverage all the advantage of communication context in their communication

planning with target of communication efficient, then achieving huge profit. The impacts of

contexts on communication planning in the soft drink industry are providing as following:

1.2 Interpersonal communication context:

1.3 Organizational communication context:

1.4 Public communication context:

1.5 Mass communication context:

1.6 Computer-mediated communication context:

1.7 Health communication context:

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2 Task 2:

Using relevant theory and examples please explain why the linear communications

model is considered to be too simple for modern communications planning.

Source: Rissanen (2011)

Figure 1 Old linear communication model

Source: Rissanen (2011)

Figure 2 Modern communication model

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3 Task 3:

Evaluation and control of marketing communications plans are critical in achieving

communications objectives. Using high and low involvement products, explain why this

is the case. Use theory to support your answer.

3.1 Introduction

It is essential for checking the achievement after implementing the communication project

(Masterman and Wood, 2012.). The information of current situation as the future project,

argue relating campaign’s profit must update continuously. But it is often considered as

unnecessary workload and tried to forgeten. According to Kotler, the evaluation may

influence on the promotion program or product manufacturing. In other way, controlling can

be replaced by market survey, coupon inquiries or sales and market share measurements and

comparisons (Shank et al., 2011).

3.2 Coca Cola as an example of low involvement products

3.3 Honda as an example of high involvement products with “Oh yea, it‟s a Hybrid”

SDSU Campaign

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4 Task 4

A successful marketing communications campaign is dependent on understanding the

target market‟s media consumption habits. Do you agree or disagree with this

statement? Use theory and examples to support your answer.

Source: Finne and Grönroos (2009)

Figure 3 Most popular social networking sites

Year/topic 1990–1994 1995–1999 2000–2006

Definitional issues

Practice of IMC

IMC, PR and other controversies

IMC in other countries

IMC and managerial/organisational issues

Measurement issues

IMC and branding issues

IMC and media synergy/habits/planning/interactive issues

IMC and internal marketing

73%

18%

8%

1%

FaceBook

Friendster

Hi-5

Others

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Figure 4 Time spend on social networking sites

Figure 5 Most popular micro-blogging sites

Figure 6 Time spending on micro-blogging sites

21%

39%

28%

12%

<30min per day

30min to 1hr per day

1hr to 2 hr per day

>2hr per day

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Figure 7 Time spending on blog sites

Figure 8 Most popular video sharing sites

Figure 9 Time spending on video sharing sites

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Figure 10 Most popular media platform

Table 1 Factors affecting site-visits

Option Rank

Constant updates on relevant information 1

Pertinent information on courses 2

Chance to interact and post question to clear doubts 3

User Interface 4

Other information regarding the environment surrounding the issue 5

Games/events/competition 6

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