Marketing communications have an extremely important role in businesses and a large amount of a business’s budget goes into this as this consists of advertising, sponsorship activities, direct mailing and personal selling. Organisational communications consist of employee communication, public relations and corporate advertising. Some examples of external corporate communications are emails, leaflets, posters and advertisements used to promote a product or service. Recognition from the news is also a form of external communications although this can be both positive and negative. External communications are there to promote sales and publicity, announce events, announce new products or services and create both positive and negative brand recognition.
This paper will discuss the psychological and social factors, such as perception, motives, attitudes, family, personality, reference group, and social class, which influence consumer behavior in the direction of the purchase of a product or service. It is vital for marketers to develop an effective marketing message, recognize and be familiar with how to apply this knowledge of consumer thinking to create and develop an effective marketing of its products and services. In the process used by marketer’s to develop a marketing message, marketer’s must factor in their target audience and what they are trying to sell as the most important reasons that a consumer must buy their products or services. Consumer behavior involves the psychological and social practices many go through in the attainment, use and discarding of merchandises. Items which may be attained, used and discarded are items such as vehicles, services for professionally laundered items, and practices such as when to or how to receive health exams.
They are chosen for a certain look or personality trait that can be seen as ‘entertaining’. These people or personalities are then shaped by producers, so that they are moulded into becoming a general model of profitable self-production for all individuals. Reality television’s branded personae are not freely chosen, but are determined by agents of the industry during editing. They want to turn them into a brand and for all intensive purposes ‘sell’ them and the self-brand they have placed with
DOCUMENTARY PERSUASION Persuasion is a technique salespersons, vendors, and dealers use to make consumers by their product. On television, infomercials use a great deal of persuasion by using different methods. For example when trying to sell face cleansing products, vendors may display before and after results of clients that use the product. This method is used to prove that the product actually works. Also because many people view celebrities as role models, vendors may interview them to attract viewers with the hopes of them following the celebrities’ actions, which may lead the viewer to buy the product.
How women are depicted in advertising In our modern society, media is everywhere, and it is almost impossible to avoid. The media is always present with every part of our daily lives, influencing our behaviors and thoughts. Especially, advertising has become one of the most important and widely used methods in today’s marketplace, mainly for companies and customers to communicate with each other. It affects our thinking, preferences and perception much more than we can imagine, and that is why it is important to see how our cultural values and social norms are defined and reflected within advertisements. In particular, advertisements depicting particular gender roles are likely to produce stereotypical behaviors in others, especially those adolescents who are more inexperienced and vulnerable.
Principles of Marketing Assignment Unit 4- Code: F/601/0556 Task 1 1.1 Discuss the marketing process and how it relates to the selected learning company. Marketing is the process of identifying, anticipating and satisfying customer requirements profitably. (CIM, 2001). Marketing is also described as a process of planning and executing the conception, pricing and distribution of ideas, goods and services to create exchange that will satisfy individual and organisational objectives. ( American Marketing Association, 1985) Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than competitors.
Influencing Factors of Consumer Purchases Introduction When marketing a product there are many factors to consider which can influence how and when a consumer purchases your product. The factors which influence how a consumer decides on a purchase are grouped into four major categories, cultural, social, internal, and psychological (Perreau, 2014). Marketers need to understand these factors and how they can influence the consumer’s decision making process in an effort to better appeal to them. In this paper we will look at some of the factors which can influence a consumer’s decision making process when it comes to making a purchase. I will use a flat screen television as an example.
This is a more apropos take on the concept of integrated marketing communication. Integrated Marketing Communication (IMC) is more than just putting pieces together; it is for lack of better terms a ‘movement ‘and focus within the company. Integrated Marketing Communication (IMC) is important to the success of any business. Through ICM, businesses’ respond to feedback from their customers. Feedback is gotten from surveys, sophisticated tracking of purchases and other ways of determining customer satisfaction.
From an advertising perspective, examine the role interviews and focus groups have in research in particular their strengths and limitations? Within advertising, research is used to ‘help advertisers understand consumers and assess the effectiveness of advertising messages directed to them’ (O’Barr 2007). As such, advertising research has to be consumer orientated, allowing consumers to address their views and opinions on a certain brand or product. Interviews and focus groups are consumer orientated as they generate different opinions on a particular subject, giving a critical overview of an advertisement. An interview ‘is an in-depth understanding of a topic that the research informant is able to speak about’ (Belk 2013).
Consumers can also have contact with or receive information about a brand in stores at the point of sale; through articles or stories they see, hear, or read in the media; or through interactions with a company representative, such as a salesperson. Marketers recognize that in the modern world of marketing there are many different opportunities and methods for contacting current and prospective customers to provide them with information about a company and/or brands. The challenge is to understand how to use the various IMC tools to make such contacts and deliver the branding message effectively and efficiently. A successful IMC program requires that marketers find