Marketing Communication - 998 Words

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell. The marketing communications mix consists of six major modes of communication. List and briefly explain each using a specific product or service to illustrate their use. The chosen product for this assignment is Coca – Cola. It is a well known fizzy beverage which has been around from the eighteenth century. The primary target market of the Coca – Cola Company is all customers of all nations that have a thirst for a high – quality beverage from a reputable brand that cares about small communities and saving the environment. This Company is well known for advertising†¦show more content†¦Advertising in magazines, Coca-Cola can geographically and demographically select consumers that it wants to target and by outdoor advertising Coca-Cola can strategically position its advertisements and also achieve high repeat exposure. The company has its own website. This website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community. Coca – Cola handles PR by including a press centre on its website where it can address law suits, rumours, stories, new products, and activities. Their salespeople represent the company to communicate, sell, service, and build relationships with customers. They promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week. These individuals form close relationships with the customers in order to continue business with them. In festive seasons for example Christmas, Coca Cola fosters sales promotion by selling signature Coca – Cola favors for a limited time. In Trinidad it is evident at their distribution centers there are lo ng lines of customers purchasing the memorabilia. From the aforementioned analysis it is evident that the marketing communication mix supports the marketing objectives of the company. However the company must assess the effectiveness of theirShow MoreRelatedMarketing Communication : Marketing Mix Essay760 Words   |  4 PagesMarketing communication refers to the means through which a business tries to inform and persuade the consumers about their products and services they offer. Different direct or indirect channels of communication are used for marketing. A mix of these different types channels of communication is known as Marketing Mix. (Kotler Keller, 2014) Below we will see how different marketing mix tools are used by Domino’s to sell their products to their targeted audience. †¢ Social Media Nowadays SocialRead MoreMarketing Communication Plan For Marketing Communications2623 Words   |  11 Pagesmarket: 3 1.4 – Objectives for next five years: 4 1.5 –Mission and Vision: 4 2 – Marketing communications: 4 2.1 – Platforms of communications: 4 2.1.1 – Social media: 5 2.1.2 – In-product communication: 5 2.1.3 – Email marketing: 5 2.1.4 – Branding: 5 2.2 – Entrepreneurial marketing: 6 2.3 – Internal and external communications: 6 2.4 – HB Agency’s approach to marketing communications: 6 2.4 – Suggested marketing communication plan: 7 3 – Conclusion: 8 References: 9 Appendices: 10 Appendices (A): 10 AppendicesRead MoreMarketing Communication Objective2641 Words   |  11 PagesMarketing communication objective Planning is everything when it comes to measuring your success. If you fail to plan, it’s like a sailboat in the middle of the ocean without sails; you have no clue in which direction you will be sailing. This is why developing a  marketing communication objective  is paramount to your marketing success. What is  marketing communications  without having an objective? After all, an objective is the goal intended to be attained, which should be attainable and can be measuredRead MoreMarketing Communication3782 Words   |  16 PagesUNIT 1 Objectives MARKETING COMMUNICATION PROCESS Marketing Communication Process After having gone through this unit, you will be able to: Explain the concept and role of marketing communication; Describe the marketing communication process; Discuss some sources of misunderstanding in communication process; and Comment upon the role of the various promotional elements in a marketing communication programme. Structure 1.1 1.2 1 .3 1.4 15 1.6 1.7 1.8 1.9 1.10 1.11 1:12 Introduction TheRead MoreMarketing Communications Methods795 Words   |  3 PagesScheduling refers to the time frame of when the marketing communications methods will occur, this fixes up a pattern of time of when the messages will be delivered to the targeted audience in an accurate way and a suitable timing. There are three models of advertising scheduling: continuity, flighting and pulsing. Continuity is a model best suit products or services that do not rely seasonally for advertisements, for having a continuous demand year round. The advertisement of the firm runs throughoutRead MoreMarketing Communication Objectives1314 Words   |  5 PagesThe marketing communication objectives are determined by problems the firm come across and any market opportunities the firm has to resolve to overcome. It is important because it is used to evaluate communication; planning and decision making and to measure results. The major marketing c ommunication objectives are creating brand awareness; defining a satisfying needs for the product and encourage action from targeted audience. Creating brand awareness is to notify the target audience about theRead MoreMarketing Communication3427 Words   |  14 Pagesspread their product. It is because the economy of Singapore is much prospered and grows 4.1% in 2013. Moreover, westernization of Singaporean will enhance value of Starbucks. After analyzing external and internal environment, company need to make marketing strategy to suite their target market. Starbucks clearly segment its clientele on demographic bases. They focus its offer on the age of its customers, often between 25 and 40, but also on income since these are quite high wages. As mentioned, StarbucksRead MoreMarketing Communication ( Imc )1234 Words   |  5 PagesIntergrade Marketing Communication (IMC) is defined as ‘’ a strategic business process which is used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.† (Schultz Schultz (1998,p.18). More than three decades, IMC still remain as an issue without a standard terminology. While it has been argued that IMC can help a company on how to promoteRead MoreMarketing : Marketing And Business Communication3688 Words   |   15 Pages Literature Review Marketing and Business Communication Submitted by: Group â€Å"I† Mayra Geovanna Araujo (201500744) Parminder Kaur Ottal (201502018) Oscar Navarrete (201402939) Angie Vivian Montana Londono (201401564) Bhim Prasad Paudel (201402272) Submitted to: Dr. Grace Phanathiroj 1. Introduction Every organisation large and small, government, commercial, educational, charities and others need to communicate with a range of stakeholders. This is because they need to getRead MoreMarketing Communication And Brand Communication Essay1760 Words   |  8 PagesCity, similar to many other cities throughout the world have begun to resemble an arcade rather than an urban setting for living and working. The results of marketing communication and brand communication are what makes up this arcade-like setting in many parts of the modern day world. Marketers create advertisements by evaluating the marketing mix and stakeholder’s interest. People cannot get away from the multibillion dollar advertising world that has been created by persuaders. Immeasurable amounts

Advertisements and Their Impact on Consumer Buying Behaviour

ABSTRACT Advertising is a subset of marketing, a form of communication intended to persuade people to purchase or take any action with respect to the products or the services. In todays world, firms dont hold back in spending millions of dollars on advertising and marketing. The obvious reason being that the competition is very high and every firm wants to sell its product and make it a brand. Effective advertising techniques used in advertisements make a world of difference in sales prospects of a product. Advertising effectiveness is measured by the role the advertisement has played in making the product a real success and how well it has connected with the customers. For print media it is very important to see how well it is doing in†¦show more content†¦Effective advertising campaigns are a key to ensure that the product is launched in market at the right time and garners maximum sales. It is the hallmark of every successful advertising campaign that its coupled with creativity a nd lots of thought behind it. The winners in choosing effective advertising techniques are the ad makers who never underestimate the power of consumer intelligence. If an ad can emotionally appeal to an audience, it certainly has the potential to attract more attention from consumers and they may be eventually compelled to buy it. How does a consumer react to an advertisement to the way a company depicts its image and thus lending a monotony in the buying pattern and retention is what is important at the end of the day and the success of the advertisement is the main idea. The impact of the activities by the company which makes the frame for the buying spree of the consumer is the idea behind this research paper. IMPORTANCE OF ADVERTISING Generally, advertising is a relatively low-cost method of conveying selling messages ton numerous prospective customers. It can secure leads for salesmen and middlemen by convincing readers to request more information and by identifying outlets handling the product. It can force middlemen to stock the product by building consumer interest. It can help train dealers salesmen in product uses and applications. It can build dealer and consumerShow MoreRelatedExploring The Impact Of Celebrity Endorsement On Consumer1097 Words   |  5 PagesEXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PREFERENCE AND BUYING BEHAVIOUR (A CASE OF SELECTED DIRECT TO HOME (DTH) SERVICE PROVIDERS IN JODHPUR) A RESEARCH PROPOSAL (SYNOPSIS) SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF COMMERCE MANAGEMENT STUDIES, JAI NARAIN VYAS UNIVERSITY, JODHPUR, RAJASTHAN FOR THE REGISTERATION OF DEGREE OF DOCTOR OF PHILOSOPHY (PhD) UNDER THE SUPERVISION OF: SUBMITTED BY: Dr. M.L.VASITA Read MoreThe Effects Of Emotional Appeals On A Consumer s Behavior1651 Words   |  7 Pageschange behaviour in the audience as they serve as a stimulus examples of these are road safety campaigns, cancer screenings and HIV/AIDS awareness. Shock which is aroused in an unexpected exposure to real-life images is very efficient and can result in strong emotional appeals that have a huge impact on a consumer’s behaviour and reaction (Banyte, Paskeviciute, and Rutelione, 2014). They also can be memorable but it should be noted that memorability does not bring about a change in behaviour or bringRead MoreBuying Behavior of Blog Shoppers1325 Words   |  5 PagesBuying behaviour that occurs in blogs can differ significantly from the buying behaviour that occurs in other forms of social media. As stated before, blogs can portray several different forms of marketing that appeal to the consumers. Written from an unbiased point of view, consumers tend to put more weight into the opinion of other consumers than they would in other forms of advertisement such as banner ads or PR statements. The marketing efforts that can be found in blogs can have a huge impactRead MoreOnline Advertising As An Advertising Medium Essay1398 Words   |  6 Pagesfew years, increase the trend of shopping online (James et al, 2016). Nowadays, many companies are more concerning about how to attract customers to increase their revenue and become a leader in competitive market. So they m ove towards online advertisements as many people spend more time for suffering on internet. Moreover, online advertising become popular in early 20th century in United States. It changed the dimension of growth and competition between online marketers. However, there are someRead MoreThe Influence of TV Advertisements on the Buying Behavior of Adult Consumers in the State of Haryana3060 Words   |  13 PagesIntroduction Advertisements are cost-effective ways to disseminate messages with a view to build a brand preference or to educate people (Kotler Keller, 2006). The majority of the marketers use mass media for their marketing communications. The choice of media is dependent upon the nature of the message and the intended target audience (Etzel et al, 2008). Television is generally acknowledged as the most powerful advertising medium. The wide reach translates to low cost per exposure (Kotler KellerRead MoreConsumer Decision Making Process And The Beverage Brand Products1421 Words   |  6 PagesConsumers buying decision making play an important role for the success of every company or organisation. Without the investigation into consumers and their buying behaviour companies and organisation and marketer cannot achieved their aims and objective of their goals in the sale of their product. The purpose of this investigation is to explore the relationship between the consumers buying decision maki ng process and the beverage brand products. (Coca Cola and Pepsi Cola) The data for the researchRead MoreAfro Caribbean Restaurant s Secondary Target Market1564 Words   |  7 PagesAfro-Caribbean restaurant. These behaviours have been spotted and targeted since they evidenced interest which may be motivated and otherwise encouraged. Behavioural segmentation is a principal tool for targeting online marketing content, as individuals’ social sharing may be scraped and aggregated into behavioural profiles. The only issue with behavioural targeting is that it is solely a corollary for internal needs alone as it is not an important prediction of future behaviour. It is more reliable whenRead MoreSample Chapter 1 thesis1536 Words   |  7 Pageslisteners or even groups. It drives the behavior of consumers’ tastes and desires in choosing particular product and services. Advertising happens in many different ways. But most of the products were advertised on television becau se of its various senses being practiced. And in that matter the audience will be able to learn and inform more easily. Advertisers use many different techniques to get people to notice there adverts. Some advertisements used the popularity of a person, for example, theyRead MoreUnderstanding The Consumers Buying Behavior1403 Words   |  6 PagesUnderstanding the consumers’ buying behaviour is a complicated but essential task for all marketing managements. It is vital to understand how people make purchase decisions and what drives them to buy one specific product and no other. According to Kotler et al. (2013) â€Å"consumer buyer behaviour refers to the buying behaviour of final consumers – individuals and households that buy goods and services for personal consumption.† It may be a costly and time-consuming task to find out what, when, whereRead MoreOnline Advertisement On Their Own Will Essay954 Words   |  4 Pagesclick on online advertisement on thei r own will. In a study conducted by bannerblindness.org, 50% of users never click on an online advertisement while 33% click on more than 5 ads per month. Question 15 This result show a similar result with the online advertisement channels, the most commonly click-on web advertisement are social media ad and follow by adwords advertisement and email advertisement. A recent study has shown that social media is become more important as an online channels for

Human Resource Management Harley Medical Center

Question: Discuss about the Human Resource Management for Harley Medical Center. Answer: Introduction This assignment is based on the subject of Human Resource Management. The central focus of the study is on the case study of Harley Medical Center, which agreed to settle the EEOC race discrimination case. During this assignment, the answers have been provided for different questions and it has been tried to get an in-depth knowledge on the non-discrimination policies at a workplace. 1: In the case of Harley Medical Center, it has been identified that many people has complained that the African-American nurses do not provide proper care to their new born babies. In order to satisfy the family members of the patients or parents of the new born babies, the medical center tried to not assign the African-American nurses in the care of the white people. However, this has caused the violation of Civil Rights Act 1964. The balance between the patients rights and preferences and employee non-discrimination laws and policies has been made by providing training to the management and other level employees. At the same time, making the patients aware that customers or patients preferences regarding the employees are violating the law and so the medical center will not tolerate this. No staff choice will be tolerated further (Eeoc.gov, 2016). 2: As per the Harley Medical Center case, the CEO of the hospital Melany Gavulic made an agreement with EEOC in order to remove staff discrimination and provide more safety to the employees. In order to do that, the CEO denied granting the request of the patients family member regarding the change of nurse for the patient. The hospital authority understood that if they prioritize the patients preference regarding the selection of staff, then the employees safety will be at risk. Due to this, the hospital authority decided to focus on the laws and policies of employment non-discrimination, so that the employee safety can be improved (Eeoc.gov, 2016). 3: Title VII of Civil Right Act 1964 has been violated because as per this particular law, the organization should not influence or accept employment non-discrimination within the workplace. In this law, it has been strictly instructed that the discrimination against any person based on colour, religion, race or gender is illegal (Eeoc.gov, 2016). 4: The management at Hurley Medical Center settled both the EEOC charges and the lawsuit because as per the Title VII of Civil Right Act 1964, participation in the employment discrimination lawsuit is illegal. Therefore, if the organization did not settle down the lawsuit then that could raise controversies and legal steps could be taken by the government. Therefore, the reputation of the organization could be highly affected (Thompson Kasarda, 2015). At the same time, the employees, who were the victim of this discrimination, could raise their voice against the organization. Hence, the management thought that settling down the EEOC charges and the lawsuit is better for the organization. 5: In order to manage the situation at Hurley Medical Center, there are two OD interventions that would be very effective and the OD interventions are Diagnostic activity and Process consultation. Diagnostic activity would have been effective because in this particular OD intervention provides the remedies after conducting detained analysis. At first, the information about the organizations activity is collected and then observation is done and meetings are arranged with the subordinates. This helps to create better communication system among the employees. Based on the collected information action plan is taken (Rothstein, 2015). Hence, the action place would have been very effective for managing the situation at Hurley. Process consultation is another effective OD intervention because in process consultation, an OD consultant is invited to assist the management level employees to understand and act on the events that are in process within the organization. In this particular OD intervention, the observation is done on the leadership style, communication technique and decision-making process and with the help of the observation, the consultant assists the employees or managers. Therefore, if the management of Hurley would have taken this OD intervention, then the problem of Hurley could be manage properly. 6: Yes, this particular employment discrimination case represents that the organization that is Hurley Medical Center is failure in maintaining a successful cultural diversity and proficiency. This is because the employee discrimination clearly states that there is no equal space for each employee and each culture and so the proficiency in the work of the employees is affected by discrimination (Usatoday.com, 2016). 7: If the tattoo had not been visible then the situation might be different for sometimes. However, in long run the problems would occurred because the employment discrimination was still there and the safety of the employees was at risk. 8: This case has received the national attention because the law and policies have been violated. At the same time, the employment-discrimination showed disrespect to the culture of a large portion of the people in the country, who was affected or victim of this type of activities. At the same time, employment discrimination was unethical (Heckman Verkerke, 2015). Moreover, the organization that is Hurley Medical Center was one of the top most medical centers in the country and employment discrimination in such type of medical center caught the national attention. 9: Employment discrimination can never be allowed in any organization. The employment discrimination case can never create a positive reaction and so the outcome is always negative. However, the organization must have taken some strategies beforehand in order to protect the organization from such type of case. 10: In order to handle the situation of employment discrimination different steps need to be followed. The steps are as under: The step that needs to be taken in the very beginning is elimination of the system of hierarchical decision-making. In order to create a positive and friendly working environment, it is very important to involve the employees apart from the managers in the process of decision making (Thompson Kasarda, 2015). The second step is emphasizing on group work. If the focus is made on the group, then no customer or patient can influence or select any particular employee for availing the service. In the third step, the organization must try to build trust amount the employees. High level of trust among the employees can create team bonding and protect the organization from negative external influences. The fourth step is removing the unnecessary competition between the employees. High level competition generates or influences the employee discrimination. The employees, who are stronger, try to dominate the weak employees. Hence, high level competition needs to be removed (Rothstein, 2015). The fifth step is providing sensitive training. Training is very important to make the employees aware of their duties and required behavior within the organization. In the sixth step, the organization needs to take strategic interventions. Strategic intervention helps to create better relationship with the external environment. Therefore, employee discrimination can be stopped. Conclusion In this study, it has been identified that the employment discrimination at Hurley Medical Center violated the Title VII of Civil Rights Act 1964. Due to this, the management of the organization took needful steps so that any kind of controversy can be avoided. At the same time, the management of the organization has also settled down the EEOC charges and the lawsuit. However, there are some other steps that the management of the organization could have taken in order to manage the negative impact of the situation. Reference list: Eeoc.gov. (2016). Eeoc.gov. Retrieved 17 August 2016, from https://www.eeoc.gov Eeoc.gov. (2016). Eeoc.gov. Retrieved 17 August 2016, from https://www.eeoc.gov/laws/statutes/ Heckman, J. J., Verkerke, J. H. (2015). Racial Disparity and Employment Discrimination Law: An Economic Perspective.Yale Law Policy Review,8(2), 6. Rothstein, M. A. (2015). Innovations of the Americans with Disabilities Act: confronting disability discrimination in employment.JAMA,313(22), 2221-2222. Thompson, J. P., Kasarda, R. W. (2015). At Fifty, Title VII Needs a Facelift: Two Reforms that Would Ensure Title VII Works to Prohibit All Racial Discrimination in Employment.JCR Econ. Dev.,28, 257. Usatoday.com. (2016). USA TODAY. Retrieved 7 August 2016, from https://www.usatoday.com/

Personality Youre Contributing free essay sample

Everywhere I go, a stereotypical view of me is slapped on my back as my identification piece. An identification piece that labels me as, â€Å"African, poor, and disposable.† It’s that stereotypical viewpoint that usually holds me to a standard below that of my ability. Two people in the world don’t underestimate me by holding me to that standard. Those people are my parents. Being less fortunate than I, they were not able to live in a country that takes education so seriously. Both have only finished high school and the thought of a four-year institution is exactly that, a thought. Since Ive entered Townview Magnet all their much needed and appreciated homework help and late night project aids have stopped. Not because they’re unwilling but because they’re unable. High school gave me a platter of opportunities, but also took away my most valuable help line. With the cutting of my help line also came a burden: a burden to lift not only my parents but my family out of the socioeconomic hole into which society has dumped them, a burden to make my mother’s time worthwhile as she goes to community college to improve herself while she manages a five-member family, a burden to make my dad’s time worthwhile as he works seventeen hours a day to support our family, a burden to give my little brother and sister an older brother to look up to. We will write a custom essay sample on Personality Youre Contributing or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page A burden to release myself from the identification piece that labeled me as an inadequate African. A burden that I can only be released from by being the first in my family to attend college. This hardship has shaped not only my personal responsibilities and my academic credentials but also my personality a personality that screams, â€Å"I am Ethiopian, poor, and proud.† I will be contributing this very personality to The University of Texas at Dallas.