Analysis Of The Effective Marketing Communication In Ads

The promotion mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationship; Advertising is among these promotion tools and is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. There are different step necessary in developing effective marketing communication.

Firstly the target audience needs to be identified; a market communication, in order to be effective, must be targeted to a specific audience and a segment must be defined.

Secondly, once a target audience has been identified, the communication objectives must be determined. The target audience can be in any stage of the buyer-readiness stages, which are the stages consumers normally pass through on their way to purchase, including awareness, knowledge, liking, preference, conviction and finally the atual purchase. A goal that marketers strive to achieve is to move target customers through the buying process.

Thirdly, since the target audience and the communication objectives weredesigned, the next step is to come up with a message, which must be elaborated in order to get attention, hold interest, obtain action and arouse desire among consumers. The marketer is in charge of determining the content, structure and formatof the message.

The fourth step regards choosing the appropriate channels of communication, which are differentiated in two broad categories: Personal communication channels and non-personal communication channels. The former represents the channels through which two or more people communicate directly with each other, including face-to-face, on the phone, via mail or email, or even through an internet “chat”. Since personal influence has a remarkable impact in this case, word-of-mouth influence and buzz marketing perform a central role. By contrast, nonpersonal communication channels are media that carry messages without personal contact or feedback. They include major media, atmospheres and events. However, in either personal or nonpersonal communication the message’s impact strongly on how the target audience views the communicator. Hence, a reliable message source must be found, as it will result to be more persuasive.

Finally, collecting feedback is needed, in order to understand the effect on the target audience. This process involves asking target audience members wheter they remember the content, how they felt about the content, and their past and present attitudes toward the brand and company. Although Wrigley’s extra is targeted at the youth market, the “arrive ready “campaign is applicable especially to drivers. Since the brand is known to be popular, especially in the UK, where the company has a market share approximately of 89.3 %, it can be assumed that the target audience of Extra is in a buyer readiness stage of preference.

Moreover, regarding the message content, a rational appeal has been used as the product’s benefits were underlined by saying that the product will make you arrive ready. Besides, concerning the message format, it can be stated that the assessed ad was characterized by eye-catching colors and the largest portion of thead was reserved to the product itself. The ad in question can be considereda nonpersonal communication channel as there is no evidence of personal contact or feedback. The “colds travel fast “ad placed in the tesco’s magazine, implies a target audience of every human being. Since Tesco magazine now has a readership of 7.2 m, exceeding all national press and magazines, according to the latest report from the National Readership Survey, it can be considered a credible and persuasive message source.

Thatcher, being amature brand and its ciders being available since 1904, has a distincttarget audience evident in their “what cider’s suppose to taste like” campaign, which is mostly directed to cyder lovers. However, Thatcher does make a statement about not targeting peopleunder the age of 18. Discussions concerningpreference and conviction buyer readiness stages are likely due to Thatcher ’s immense popularity among british people. The slogan “The perfect treat for mother’s day” implies an emotionally appealing message. The message conveyed is further enforced by the ad using distinct colours and fonts which increase brand recognition. Since the ad in question is a print advertisement, as stated before,it can be considered a nonpersonal communication channel.