The Role of Advertising in Marketing Communications

THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS Marketing communications: 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. In a sense, marketing communications represent the â€Å"voice† of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications perform several functions for consumers. Consumers can be told or shown how or why a product is used, by what kind of person, and where and when; consumers can learn about who makes the product and what the company and brand stand for; and they can be given an incentive or reward for trial or usage.†¦show more content†¦The advantages of events and experiences are as follows: Relevant: A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved. Involving: Given their live, real – time quality, consumers can find events and experiences more actively engaging. Implicit: Events are more of an indirect â€Å"soft - sell† 4. PUBLIC RELATIONS AND PUBLICITY – A variety of programs designed to promote or protect a company’s image or its individual products. Marketers tend to under use public relations, yet a well thought out program coordinated with other communications mix elements can be extremely effective. The advantages of public relations are as follows: High credibility: News stories and features are more authentic and credible to readers than ads. Ability to catch buyers off – guard: Public relations can reach prospects who prefer to avoid sales people and advertisements. Dramatization: Public relations have the potential for dramatizing a company or a product. 5. DIRECT MARKETING – Use of mail, telephone, fax, e – mail, or internet to communicate directly with or solicit response or dialogue from specific customers and prospects. The advantages of direct marketing are as follows: Selective audience: There is no spill – over effect or duplication of media exposure. The marketer can use specific targeting strategies. Measuring results: This is the biggest advantage it has over massShow MoreRelatedMarketing Communications: Ability to Change Awareness, Opinions and Attitudes1492 Words   |  6 PagesMarketing Communications, such as advertising, can inform, persuade, remind, reassure and ultimately differentiate one product from the next. Marketing Communications, or MarComs, can change levels of awareness, opinions and attitudes. MarComs can even change behaviour such as buying behaviour whether trial purchases, full purchases or repurchases culminating in brand loyalty. Sometimes, the MarComs becomes the key competitive element – the brand itself – building conscious and unconscious relationshipsRead MoreTaking a Look at Marketing Strategies1005 Words   |  4 Pages It is defined as paid form of non personal communication about an organisation, service, product, or idea by an identified sponsor. Public service announcement, which has an sporadic exception whose advertising space or time is provided by media. Advertisement involves with mass media is referred as no personal component which transport a massage to large group of peoples, often at the same time, for instance TV, radio, magazines, newspapers. Non personal component means there will be no opportunityRead MoreHow Advertising Is An Integral Part Of Marketing1302 Words   |  6 PagesQ 2.1 SLAID 1 Advertising is an integral part of marketing and one of the key elements for the impact on the market. Advertising is any paid form for controllable impact, carried through mass media in the presentation and the imposition of the goods or services in the interest of the obvious source. In conditions of fierce competition, the work of advertising is to create a demand for certain goods, and buyers to gravitate to the point of sale. Advertising is a tool for the realization of more andRead MoreMarketing Communications Plan For Burberry1712 Words   |  7 PagesMarketing Communications Plan Introduction Companies can only make revenues when customers purchase their products or services. To increase sales, it is pivotal for the companies to develop an effective and clear Marketing plan. In this context, each year the company’s sales and profits are increased due to its strengths such as high quality luxurious products, massive growth of outlets stores across UK and effective marketing campaigns. This paper will present a clear marketing plan for BurberryRead MoreIntegrated Marketing Communications (IMC) in the UK1742 Words   |  7 Pagesthe last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturers hands to the hands of consumers (Belch Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidenceRead MoreThe Integrated Marketing Communications Process1125 Words   |  5 Pages3. Who are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each? (LO1) The participants in the integrated marketing communication process are advertisers, or clients, advertising agencies, media organizations, specialized communication services, and collateral services. Advertisers are possibly the most important participant in the IMC process. They are the ones who have the product or services to be marketed and theRead MoreNike Inc. : The World s Leading Athletic Footwear, Apparel And Equipment Company894 Words   |  4 Pagesathlete and to reach a large audience (Nike CR Report, 2014). Nike has done an incredible job meeting these two goals because it’s marketing communication reaches new customers and maintain existing customers, which meets the goals of inspiring new customers and serving existing ones as well as targets everyone, not excluded to athletes (Gregory, 2015). One advertising method Nike uses is the usage of modern day women such as in Nike’s largest woman’s campaign, â€Å"Better for It.† The purpose of thisRead MoreHow Do Trend in the Marketing Industry, Such as Integrated Marketing, Affect Advertising?1037 Words   |  5 Pages1. How do trend in the marketing industry, such as integrated marketing, affect advertising? Nowadays, there are too many trends in the marketing industry which we can see all over the places. These trends do not only give implication to the industry itself, it also affects the advertising field as well. Internet Marketing  is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to differentRead MoreMarketing Communication : The Chocolate Company, M M s974 Words   |  4 PagesMarketing communication is very important for marketers and IMC has been widely used by marketers in terms of communicating with customers. Different communication tool has diverse function and they are applied in the specific situations based on their pros and cons. In the chocolate industry, because chocolate is low-involved product, marketing communication is especially important for the chocolate companies. The famous chocolate company, MM’s, which is owned by Mars, doesn t perform well inRead MoreNike and the Concept of Integrated Marketing Communications894 Words   |  4 PagesNike and the Concept of IMC: The concept of Integrated Marketing Communications is an important factor whose essence is achievement of the need for a holistic approach in the implementation of the tools of marketing communication. The concept can be described as the coordination and integration of every marketing communication tool, source, function, and avenue within an organization into a flawless program that capitalizes the effect of customers and other users at minimal costs. The significance

Animal Farm-WWII Propaganda How Did It Work - 592 Words

Freedom is a very valuable thing, sometimes taken for granted. Some people desire freedom for the right reasons, and some people desire it for their own self-seeking reasons. Every country has their own rules, government, and leaders. Of course, the leadership in Russia during WWII was very harsh and malevolent compared to our government now. George Orwell used symbolism in his American classic Animal Farm to demonstrate how communism affected people, more specifically during WWII. There are a plethora of similar things between the leader in Animal Farm, Squealer, and the second in command Nazi leader, Joseph Goebbell. Squealer and Goebbell’s following of people was so strong in numbers because of the manipulation and exaggeration used to keep the citizens enthralled, which led to a catastrophic downfall. Manipulation played a significant role in both Animal Farm and WWII. Squealer and Goebbell used this tactic to take control of every one. Both leaders promised prosperity an d good fortune. That’s what the citizens and animals in the war and on the farm believed and wanted. They felt so mistreated before, that when someone came along like Squealer and Goebbell, they believed every word from their mouths. The leaders manipulated their citizens because they knew they were weak. The citizens were promised so much freedom, that it changed their mindset, not realizing what it would take to get to that freedom. The false promises and disappointment caused many peopleShow MoreRelatedGeorge Orwell s Animal Farm1899 Words   |  8 PagesIn 1943, Eric Blair, under the pen name of George Orwell, began writing Animal Farm. Although born in Bengal, he eventually moved to Eton for schooling. After completing his schooling, Orwell served for the loyalist forces in the Spanish Civil War. At the end of the war, Orwell moved to England. It was in England where he decided to devote himself to British Socialism and writing. The masterpiece, Animal Farm, was created out of Orwell’s love of Socialism and his passion for writing. Although heRead MoreAnimal Farm And 1984, By George Orwell1936 Words   |  8 Pagesoppressive powers, such novels include Animal Farm and 1984. He wrote Animal Farm in 1944-1945 at the tail end of the WWII, his inspiration came from the revolutions in Russia, the result of that was the USSR, which divulged the country into a totalitarian regime. This was accomplished by manipulating socialist ideas of equality among the working class to oppress its people and maintain power. This created the basis for Animal Farm where many of the animal characters have direct correlations to peopleRead MoreReid : Animal Farm Communism By Me, Carson Kiefer, Grant Mcnatt, Mason Friant, And Jourdin1298 Words   |  6 PagesReid: Animal Farm Communism by me,Carson Kiefer, Grant Mcnatt,Mason Friant and Jourdin Edwards Jourdin: Our main questions and topics of this presentation were how communism is supposed to work? How did it actually play out when the Soviet Union adopted it? Did any other countries adopt communism? How has it worked for them? But, before we can get into all the deep questions,controversies and bias we first have to know some background information on communism, how it was formed and just some importantRead More Theme of Power Corruption in Animal Farm, by George Orwell Essay1787 Words   |  8 Pageshistory, such as World War II and proven by the actions of Napoleon in the allegory, Animal Farm, by George Orwell. As Lord Acton said â€Å"Power tends to corrupt and absolute power corrupts absolutely.† In history what was viewed as a villain or wrong doer is never the same as the perception. A leader does not begin wanting to do wrong, they start with the best intentions, but power is a tricky thing, showcased in Animal Farm as Utopian ideals but with failed practices. Most new societies that have a UtopianRead MoreHistorical context of 1984-george orwell2250 Words   |  9 Pagesgoing, where the truth is shunted and lies are promoted by all mainstream media. Perhaps one of the most powerful science fiction novels of the twentieth century, this apocalyptic satire shows with grim conviction how the protagonist Winston Smiths individual personality is wiped and how he is recreated in the Partys image until he does not just obey but loves Big Brother. Some critics have related Winston Smiths suffering to those Orwell underwent before the writing of 1984. 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Utilitarianism and Abortion Essay Example For Students

Utilitarianism and Abortion Essay View on abortion through utilitarian theory The problem of abortion is very common nowadays, although if dig deeper, the acuteness in discussing abortion problems persists for many centuries. The problem of abortion is very multifaceted. It covers many aspects of our life, including a very important ethical aspect. According to the World Health Organization, abortion is a serious medical problem affecting not only the individual, but also the family interests of women, and also affects the demographic processes and their relationship with other social and medical factors. But an understanding of the problem of abortion is also very different. For some, abortion is an individual, an intimate situation that touches just woman herself and her doctor. If in short express this point of view, it comes down to that fact, that abortion is just an operation†. The next position suggests that abortion is a big moral, ethical problem. Because the woman needs to solve difficult moral problem of life and death. But also in this problem involved a doctor who becomes an accomplice, in the opinion of this group, of a crime, which further complicates the problem. The issue of abortion is so deeply rooted in history that the most ancient philosopher Aristotle and Hippocrates expressed themselves on this topic. Aristotle believed that if children are born in marriage, contrary to expectation, the fetus can be driven out before it begins to feel and live. And another ancient philosopher Hippocrates had a different opinion and was negative about abortions and considered fruitfulness an immoral act. But where is the truth? We want to find the answer on the question of the issue of abortion through the prism of the utilitarian theory and through the utilitarian principle of greatest happiness. Classic utilitarian theory is traditionally understood as an ethical doctrine, which considers the greatest happiness as its main value, and the achievement of â€Å"the greatest happiness of the greatest number of people† as the main goal of the action. According to representatives of classical utilitarian theory, such as John Stuart Mill peoples desire for the greatest happiness lies at the heart of all human actions. † In his work, John Stuart Mill writes that within the limits of rationality, a person must always act in such a way as to bring as much greatest happiness as possible to as many people as possible. The utilitarians suggest you consider the word happiness as pleasure and the absence of pain; under the word, pain utilitarians suggests to understand suffering and deprivation of pleasure. Utilitarians argued that intellectual and moral pleasures are above physical forms of joy. According to John Stuart Mill, the principle of happiness is more valuable than satisfaction. Confirming the difference between greatest happiness and lowest, he calls the fact that people who have experienced both of these forms tend to prefer one form to another. Applying utilitarian theory, we will try to analyze the problem of abortion in accordance with different points of view regarding abortion. There is a large percentage of people who oppose abortion in any case. Their main argument is that the fetus is a human being. And since the rights to life are the inalienable rights of every human being, the fetus also has those rights. According to scientists, human embryo already at nine weeks old has a face, fingers, heart and other organs. According to the utilitarian theory and the principle of the greatest happiness, the issue of abortion can bring different feelings, but the mother’s opinion and pleasure are the most important and significant. Therefore, utilitarians suggest taking into account only depending on what the woman will experience, can we say whether the decision is correct or not. .ua526fa481486acb2807b222607a9d83c , .ua526fa481486acb2807b222607a9d83c .postImageUrl , .ua526fa481486acb2807b222607a9d83c .centered-text-area { min-height: 80px; position: relative; } .ua526fa481486acb2807b222607a9d83c , .ua526fa481486acb2807b222607a9d83c:hover , .ua526fa481486acb2807b222607a9d83c:visited , .ua526fa481486acb2807b222607a9d83c:active { border:0!important; } .ua526fa481486acb2807b222607a9d83c .clearfix:after { content: ""; display: table; clear: both; } .ua526fa481486acb2807b222607a9d83c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ua526fa481486acb2807b222607a9d83c:active , .ua526fa481486acb2807b222607a9d83c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ua526fa481486acb2807b222607a9d83c .centered-text-area { width: 100%; position: relative ; } .ua526fa481486acb2807b222607a9d83c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ua526fa481486acb2807b222607a9d83c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ua526fa481486acb2807b222607a9d83c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ua526fa481486acb2807b222607a9d83c:hover .ctaButton { background-color: #34495E!important; } .ua526fa481486acb2807b222607a9d83c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ua526fa481486acb2807b222607a9d83c .ua526fa481486acb2807b222607a9d83c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ua526fa481486acb2807b222607a9d83c:after { content: ""; display: block; clear: both; } READ: Letter From a Birmingham Jail EssayAccording to another theory, abortion is such thing that cannot be morally justified, except for the situation when a woman is diagnosed with a disease incompatible with life. Utilitarian has a different position. Utilitarian consider such a point of view morally unacceptable because the principle of greatest happiness suggests that in most of these cases, abortion creates pain and makes people unhappy. The third theory also speaks out against abortion, except in situations where it comes to conceiving as a result of rape. The issue of abortion in this theory is based on the fact that for practical reasons pregnancy can be avoided as a result of only rape. The utilitarians take a similar position and consider it as possible since initially the mother’s body was invaded without her consent and without her desire, which a priori cannot bring the greatest happiness and avoid pain. As a rule, supporters of the prohibition of abortion against supporters of their permission, prohibit the initiative, they prohibit them from disposing of their body and their health and for some reason forget that everyone has the rights to do so. And the opposite position of abortion is that â€Å"if you don’t want to do it, don’t do it,† because this question is very personal and priority should be given to the individual choice of the woman. If we inflate this theory through the prism of the principle of the greatest happiness, then the followers of the utilitarian theory would agree with the adherents of permissive theory. Utilitarians believe that since each person has the right to receive pleasure, greatest happiness, and in general, dispose of his or her body as he or she wants. A person must solve the problem of abortion or any other difficult life situation problem only on the basis of their own interests and views on life. John Stuart Mill spoke out against various self-restraints, against restrictions on human freedom on the part of society, and against restrictions on the freedom of people and society on the part of the state. The utilitarian theory of the great philosopher of the XIX century is very popular today, because it defends individual rights, protects it from unnecessary pain and leads to such a necessary principle of greatest happiness.

Mr Essays (1595 words) - Climate Change, Greenhouse Gases

Global Warming A: What is causing Global Warming and what can we do about it? The basic scientific belief for Global Warming is the increased amount of fossil fuels being burned resulting in an increase of greenhouse gases into the earth?s atmosphere. We can do a lot of things to help decrease the effect of global warming. One easy and simple way is to reduce drafts in your home. Make sure all your windows and doors in your house are free from drafts. This will mean all the overused energy that is used to heat and cool the home will be balanced out. Another thing we can do is decrease the amount of electricity we use. Some electrical appliances use electricity after they are done being used, and this is due to a phantom load. To eliminate phantom loads plug all your electrical stuff into a multi plug surge to guarantee that no extra electricity is being wasted. An additional way to reduce global warming is to use a more efficient light bulb. If every American household replaced a glowing light bulb with a compact florescent, then just about ninety billon pounds of CO2 won?t enter the atmosphere. B: What is Global Warming/ How Does the Green House Effect Work? Global Warming is an increase in the Earth?s average surface temperature. The green house effect is the natural process of the earth trapping some of the suns energy in the atmosphere to keep the planet warm enough to uphold life. Most typical scientists believe that the increase of greenhouse gases emitted by human is only increasing the effect unnaturally. The process gets its name from the greenhouses that are made to trap heat and grow plants in. Most everyone has experienced the greenhouse effect, like when you park your car in the sun and you come back and the inside is much hotter than outside. The suns energy shines through the car windows and some is absorbed by the interior. The heat the interior lets out does not all escape the car, so gradually the car is heated up. When the suns rays hit earth 70 percent is absorbed by plants, oceans and other things. The other 30 percent is reflected back into space. If there was no greenhouse effect on earth, it would probably be a lot like mars. The greenhouse effect is actually a good thing, but it has fallen out of steadiness since humans are creating so many greenhouse gases. Now we are trapping to much heat in the atmosphere. C: What are the Proposed Causes of Global Warming Human activities are considered one of the main causes of Global Warming, and a number of activities release certain greenhouse gases into the earth?s atmosphere. When humans burn fossil fuels like coal, oil, wood, and solid waste they discharge carbon dioxide in the air. The percentage of carbon dioxide emitted has increased 31% since 1750, and about ? of the increase is cause from the burning of fossil fuels and deforestation. Deforestation is also another cause of Global Warming. Forests are filled with trees and trees are the largest method for removing carbon dioxide from the air. The more deforestation that occurs the less carbon dioxide is able to be removed from the air. Deforestation is just creating more heat in the atmosphere. About 33 percent of carbon dioxide in the US is from the burning of gasoline in cars. The UN's Intergovernmental Panel on Climate Change estimates that the 3.5 percent of carbon dioxide is from aviation, and that number could rise to 15 percent by 2050. Methane is another important greenhouse gas, and is 20 times more effective than CO2 at trapping heat in the atmosphere. The atmosphere level of Methane increased 145 percent in the last 100 years. Deforestation is the second main cause of CO2 emissions in the atmosphere. Deforestation is responsible for 20 to 25 percent of CO2 in the atmosphere, by burning and cutting down 34 million acres of trees each year. The destroying of these forests is releasing hundreds of millions of tons of CO2 into the atmosphere each year. Also building structures with machinery is responsible for 12 percent of CO2 emissions in the atmosphere. D: