Marketing communication

1.1, 1.2, 1.4 critically assess the impact of the main elements of the marketing communications process on market behaviour and dynamics
A company can have any product they wish to sell to the customer, but if the customer does not have specific knowledge about the product the company willing to sell the product is more willing to unsuccessful in the market. As Kottler and Armstrong mentioned, Therefore there are five elements to increase awareness of the product which are advertising, public relations, personal sellings, direct marketing and sales promotions. According to Ford (1990) in part the world has shifted toward a view of the benefit of collaborative as opposed to competitive buyer seller relationships. In marketing relationships communications serves roles other than persuasion, viz. it also provide roles like informing, listening and answering. These forms require interaction and two way communication forms. Advertising Today world, nearly everyone is influenced to some degree by advertising and other forms of promotions. As mentioned above both privet and public sectors have learned it is highly critical to communicate efficiently with their target customers for their success. Advertising and other type of promotional messages are used to sell products and services as well as to promote other intangible causes like social problems. According to George E.Belch and Michael A Belch (2003) most of the people involved in advertising and promotion will tell people that there is no more dynamic and fascinating a field to either practice or study. Fill. C and Jamieson B (2011) indicate that advertising is a non-personal form of mass communication that offers a high degree of control to those responsible for the design and delivery of advertising massages. Sales Promotions With the aims of accelerating sales and gathering marketing information sales promotion comprise various marketing techniques that are often used tactically to provide added value to an offering. Sales promotions are a non-personal form of communication. But its mainly focused on smaller audience. Unlikely advertising sales promotions are much more controllable and cost is much smaller than advertising. In 1987 Shultz mentioned that the evaluation of can be imprecise and is subject to great debate. In the same way, the evaluation of sales promotions is subject to debate, but the means by which they are measured is not as ambiguous or as difficult as advertising. Personal Selling Barbara Jamieson and Chris Fill (2011) indicate that the next element is personal selling which is traditional perceived as an interpersonal communication tool that involves face to face activities undertaken by individuals, often representing an organisation, in order to inform persuade or remind an individual or group to take appropriate action as required by the sponsors representative. In personal selling a sales person engage in communic ation

with the customer one to one basis where instantaneous feedback is possible. According to Lloyds (1997) this tool differs from the previous two in that, although it still lacks relative credibility and control, the degree of control is potentially lower. This is because the salesperson is free at the point of contact to deliver a message other than that intended. There are number of strength and weaknesses to personal selling. As for the strength in personal selling, in comparison with the mass media, personal selling allows for the receiver to focus attention on the salesperson, with reduced likelihood of distraction or noise. As for the weaknesses one of the major disadvantages of personal selling is the cost. Cost per contact are extremely high, and this means that managements must find alternative means of communicating particular messages and improve the amount of time that sales personnel spend with prospects and customers. Public relations Public relations are similar to advertising which include communicating with the customer through mass media. Different between public relations and advertising is not pay paying for it. Rather than directly mentioning about the product, Newspapers, Television feature a story about the brand name or a product which expose the brand to the public. But public relations has disadvantage which is advertiser cannot control the massage which public received through the media.

1.3, 2.2 Role of marketing communication process

Ultimate success of a business is depending on the number of customers to select the companys product. That company may have develop excellent products and gather talented management team. But still it that company should consider about their customers. Growing a business comes down to the ability to sell. Innovative strategies, a comprehensive understanding of consumer behaviour and aggressive communication of the companys message combine to bring about sales success. Constantly look for new ways of growing the company revenues is a one of marketing function. Developing strategic vision can be explained as company look for new opportunities and create strategic to take advantage of them. The company could fine new emerging markets or existing markets that could supply products or services. Through creating brand Awareness Company make sure their customers know about their product and existence of the organization and what are they capable of selling. Promotion and advertising strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer for them. To perform good customer service and to be successful, the company must have good understanding of what demographic groups are most likely to become potential customers and apply marketing expenditures to the media that serve these groups. One of the method uses to create brand awareness is repetition. These marketing communication strategies are been used to build an image of being a good corporate citizen. This can be accomplished by publicizing the companys charitable activities. But this is only one way of doing it. The marketing department in a company tries to find communities, regional or national events so that the company could participate in to

generate publicity. For examples, company purchase sponsorships to support events that receive national TV exposure. As company grows it need more talented employees. Communication strategies are used to show potential employees that company is suitable place for them to work. As we can see in many company home pages in the web, they have a large section devoted to presenting the reasons individuals should be interested in working there. Business publications have annual awards or lists of the best companies to work for. Making sure the company is under consideration of these awards is a role of marketing and communication process. Marketing and communication strategies are formed to position the company as being superior to its competitors. Through the marketing message customers should be able to understand why purchase the companys product or services. Most of the companies send new information about their originations milestones, targets or reaching a certain threshold. They announce major events like acquisition; joint ventures or new product introductions. So the investment community gain the knowledge about the companys accomplishment and what they will be able to accomplish in the future. This situation can result in increasing companys stocks or if its public company or make it easier for potential equity partners to find the company, if its a private company. When launching a new marketing campaign following options can be useful to gain more acknowledgements from the customers. Speak at community events. Offering your expertise at public occasions is an easy way to get the word out about your business. You'll maximize your impact and lend credibility to your product or service. Ask customers for referrals. Generating referrals from current customers is one of the best ways to market your business. Don't forget to query your vendors (they're likely to have many contacts) and explain to your customers exactly what kinds of referrals you're looking for and how they can help. Spend two days in your customers' shoes. To find out what your customers really want, visit a wide range of businesses they're likely to frequent. Observe how customers are treated, as well as the kinds of services that appear important to them; then adapt your business accordingly. Offer free samples. If you can get someone to try your product or service, chances are they'll buy it later. Have employees pass out product samples in front of your business; if you provide a service, offer free services on a trial basis.

2.3 Systematically analyse methods of contrasting the key relationships using marketing communications techniques.
Based on average response curve considerations without taking into account the heterogeneity of customer needs , the marketing mix approach prescribes a standardized approach towards customers. ( Hakensson, 1976). According to Andersen 2001,as a reason of not justifying the complex interaction and information exchange process between

organization sellers and buyers most of marketing practitioners and scholars are abandoning the marketing mix approach. According to Metcalf, Frear ad Krishnan 1990, buyers and sellers are increasingly engaged in collaborative efforts to produce quality products while containing cost to meet the demands of global competition. Many manufactures have adapted several strategies to improve product quality and reduce the cost. This situation leads endanger partnership style relationships. There are four elements which are exchanged by buyers and seller. Those are service, information, money and sociality. As a result of these elements exchanges, a routine can be formed overtime which leads to development of clear roles of responsibilities that each member is expected to carry out. Development of the close relationship between buyers and sellers has three basic processes which are co-operation, exchange and adaptation. As the exchange of a product provides the thrust for buyer seller interaction, product exchanged characteristics like the degree of standardization, importance of the purchase, importance of the product and novelty of transaction are likely to have significant effect on the processes of interaction which develop between the two parties. Partnerships like joint product development and just in time systems require extensive exchange of technical and commercial in formations. As a result of this strategies had been giving rise to the partnership between buyer and seller. Social exchange also a major factor in relationship between buyer and seller. It refer to the interpersonal relationship which exist between selling centres and buying parties. These contacts are considered to be critical in the establishment of long term. Close relationships between buyer and seller. The next basic process is co-operation. Product of the exchange episodes that take place between seller and buyer are called co-operation. As representatives from buying and selling organizations interact over time and agree on terms and assign appropriate roles and scope to both firms. This leads to maximizing the effectiveness and efficiency in both organizations. According to Metcalf, Frear ad Krishnan 1990, it has been shown that members of buying and selling are often willing to co-operate with each other in order to maintain a mutually beneficial relationship.

3.1, 3.2, 3.3 critically evaluate marketing campaign from legal, moral, ethical and social perspective
Using successful marketing large companies separates themselves from smaller companies. When we think about large companies, companies like Coca-Cola, Nokia, Apple, Samsung and etc come to our minds. Reason for these companies to be well recognised trough the world not just because of their product quality or product price. Their marketing campaigns are the main reason for users to know their products. On the other hand those companies produce highly competitive merchandises. So they need good marketing campaign for outmarket their rivals. Marketing campaign is the efforts of a company or a third-party marketing company to increase awareness for a particular product or service, or to increase consumer awareness

of a business or organization. A marketing campaign has a limited duration. Marketing campaign is not something that can be done in one night. To be able to make successful marketing campaign there are some things that need to be done. Marketing campaign is a mix of well though idea, carefully done researches, well thought-out and focused on details and execution, rather than resting on a single, grand idea. Before planning a marketing campaign company needs to understand the position they are currently in the market and ends with details such as the wording of an advertisement. A marketing campaign can be viewed from different prospective. In social perspective it can be a link between societys material requirements and its economic patterns of response. Satisfying those needs and building long term relationships are done by marketing. One can say marketing campaign is the process of communicating value of a service or a product through positioning to customers. When doing a marketing campaign satisfying two different groups of people from different society can be a very difficult task. As mentioned above doing marketing campaign require large amount of researches. Facts which are legitimate can be questions in ethical prospective view. Facts which are ethically acceptable can be questioned in moral prospective. As an example same advertisement which presented in USA cannot be presented in Sri Lanka due to cultural differences. According to Sorenson 2012 marketing campaigns like Miller Lite: Great Taste, Less Filling, Nike: just do it, Volkswagen: Think Small and Absolut Vodka: The Absolut Bottle dominated their markets. Because of the impact they had on the growth of the brand, and because they manage to hit on some universal truth that allow most of their customers to remember these campaigns years after they first began. In fact, many of us might not have even been alive when these campaigns first aired and still get affected by those campaigns. In marketing message strategy can be foundation for everything which need to be very strong of the whole thing can be fall apart. Message strategy consists of a positioning statement and three support points which are addressing key target market problems by starting benefits. Your message strategy makes it easier to deliver the similar message across all marketing media counting Web sites, brochures, advertisements and presentations to investors, industry analysts and prospects. Consistent execution of the same message is a critical factor in successful marketing. Messages that Matter uses a formal, systematic methodology to help you develop the right message strategy; one that communicates a benefit and can adapt to all marketing communications - brochures, product descriptions, Web sites, sales presentations public relations and advertisements. As describes an effective strategy in marketing communication ensures awareness and broadens the base of support in both private and public entities. With help of the globalization todays strategies ensure a consistent message among digital and print platforms all the while activating participation, philanthropy and igniting a viral response. As we know marketing communication campaign directly affect or influence the behaviour of the selected communication audience. According to the Business management dynamics Integrated marketing management considers all sources of brand or company contacts which a customer or prospect has with the product or service as potentially delivery

channels for future messages. All these points indicate that when performing marketing campaign marketing managers should aware of marketing ethics which deals with the moral principles behind the operation and regulation of marketing. Frameworks like stakeholderoriented framework, value oriented framework and process-oriented framework exist as analysis for marketing ethics. Stakeholder-oriented framework analyzes the ethical problems on behalf of consumers, competitors and society as a whole. As we know different people see the world in different ways. So when marking communication activity may be wasted of cause social problems among people if it targeted at the wrong group of the society. Stakeholders can be defined as a person, group, organization can be affected by the actions taken by the organization. So when those organizations planning a marketing campaign, marketing managers have to conduct their research very thoroughly and carefully about their stakeholders and customers. They also need to consider about customer rights which can be affected by their for marketing communication methods. When speaking about stakeholders it is important to know what rights they holds towards the company and what can they do and cannot do with their power. But mainly how can they be impact on the organization. As we know modern business corporation is a contested entity. There is small arrangement as to who should be involved in tis governance or how the risks and rewards associated with its activities ought to be allocated. According to Schneper and Guillen (2004) organization is merely a bundle of assets but its stakeholders which assessed by the cash flows are the true value of it. From an opposing perspective, the firm is an integral component of the social fabric and is characterized by the intersecting interests of various stakeholders, including not only shareholders and managers but also employees, banks, and the surrounding community. More than a mere commercial endeavor, the firm is a public institution with its own social obligations and responsibilities. Following this view, the benefits to shareholders that might arise from changes in management and control need to be weighed against any costs that would be imposed upon other constituents. (Jackson, 2003; Driver & Thompson, 2002). As the paragraph describe over and over how important stakeholders to the organization. For marketing managers, decisions in media planning and consequently the media selection are becoming increasingly challenging and complex due to the options in media selections and difference in audience. As an example due to development in digital media like internet choices of how to communicate with the consumers been increased. At the same time, the economic consequences of media selection decisions are of great importance since they directly affect the turnover and profits of the company. (Rademaker, 2011).

3.4 moral principles in ethical marketing

A concise definition of the term ethical marketing is as a set of moral principles concerned with social well being as related marketing practice. Unethical conduct, it is suggested, has negative consequence for the contemporary organization ranging from adverse publicity diminished corporate reputation, to lower employee morale, legal sanction and customer boycotts. With that being said it is possible that the marketers would avoid such controversy. However it is normal in the

marketing communication industry to give blind eye to the ethical decision making for attract attention to the brand or by crossing the line for good taste in search of a humorous campaign. The main reason behind applying ethical consideration to marketing is that with the both time and place morals change. Due to this fact it is marketers responsibility to stand behind the moral white line challenge it. Each individual should make a stand and justify their personal decisions to critics. These are some advertisement in Britains and the number of complaints they received from consumers. Advertise product Wrigles/Xcie Mr Kipling Cakes Velvet/ toilet tissue Nestle/kit kat Toyota/ Corolla Advertisement Man vomits dog Womer gives birth on stage Mare bums Old lady ignored by meals on weel Key Swop party Number of complains 863 570 403 318 236

Over the years, number of ethical breaches has been made by advertising. Majority of them is lack of social responsibility like Advertising wastes resources Advertising promotes materialism Advertising create unnecessary needs. People use harmful product due to advertising Unethical brands has been advertised Advertising inhibits media coverage Vulnerable groups has been targeted by advertising Advertising delivers subliminal messages

Conclusion
AS for the above facts and given examples a company uses marketing communication as a tool to deliver a range of promotional messages to its target markets. Business uses a range of marketing communications to promote their companies, service and their product. Examples for marketing communications tools are brochures, mail shots, websites, advertisements, sales promotions, exhibitions, personal selling and press publicity campaigns. For maximum impact, its better to use a blend approach. Each element of the mix can be judge against a number of criteria which is 4Cs. Criteria 4S includes Cost, Clout, Credibility and control. Cost determine the overall cost of the campaign expensive, wastage, how much will it cost to reach a given number of individuals like sales promotions of an expensive gift may be costly per unit. Clout determine that the capability of the campaign. As an example can the campaign reach a large number of people or can the message be personalised. Through credibility, advert may be viewed with scepticism, whereas a favourable piece of press coverage will be widely accepted as accurate. Control measure the capability of reaching targeted particular audience or adjust the message to suit individuals or as the campaign progress.