Advertisement and Promotions

Task 1:-

The Scope of Marketing Communications:

Analysing Marketing Communications:

Marketing communication is a management process through which an organization engages with its various audiences. Through understanding an audience’s communications environment, organisations seeks to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioural responses.

Collectively, Price, Place, Promotion and Product these activities constitute the marketing mix – the 4Ps, as (McCarthy, 1960) originally referred to them .The use of the 4Ps approach has been criticised as limiting the scope of the marketing manager. McCarthy’s assumption was within the original 4Ps. The changes have prompted to revision to traditional models such as the 4P’s that has been revised to include additional P’s like People and Process (Kotler, Armstrong, 2007) and more additional Ps, such as Processes, and Political Power have also been suggested.

Organisations engage with a variety of audiences in order to pursue their marketing and business objectives. Engagement refers to the form of communication and to whether the nature of the messages and media is essentially intellectual or emotional. Invariably organisations use a mixture of these two elements in order that they be heard, understood and engage their audiences in dialogue and mutually beneficial relationships.

Effective communication is critically important to organisations, which is why they use a variety of promotional tools. Advertising, sales promotion, public relations, direct marketing, personal selling and added-value approaches such as sponsorship are the most used. To get their messages through they use traditional media such as print and broadcast, cinema and radio; but increasingly digital media, and the Internet in...