From all the information collected it can be concluded that bothNike and Children in need have similar marketing communication strategies. Bothof the companies engage heavily in advertising, sponsorship, televised adverts,and association of the brand with celebrities and sport events as well assponsoring of sport athletes. Both of the companies are successful, and thiscan be seen from the large part of market shares by both the companies in theirindustry. It is obvious that both of the companies are similar in their marketingcommunication strategies, in an indirect manner. It is even reasonable toconclude that both of the companies are as equally effective in this field. Manysimilarities in the marketing communications plan can be found between the twocompanies. However, the distinctive difference is how the companies executedtheir own strategies. Children in need tend to use popular comedians and UKcelebrities while Nike tends to utilize the top performing athletes toassociate its brand with excellence in life, performance, lifestyle, andsuccess.
Nonetheless, it cannot be denied that both the companies are actuallyaiming at a similar target audience in terms of values and ethos. However, atleast for the moment, Nike marketing communication strategies is observed to bemore successful, due to the correct association of the brand name to the deepdesire of the end users. Children in need is concentrating on having an imageto urge the consumers to win over self-attitudes, while Nike tend to stand outas it associate itself with winning over others’ attitude. Not only that, the sponsorshipby Children in need may be too broad, where apparently, the association withtop performer in sports by Nike is more effective.3.3- Evaluate the success of themarketing communications strategies used by two contrasting businessesNike is in fact the market leader in the sports apparel,equipments and tools industry. The brand name of Nike is often rated as one ofthe top most valuable brand in the business community.
The success achieved byNike is not without reasons. Purely based on the fact that Nike does no longerown any manufacturing arms for shoes or apparel production purposes, it is safeto say that the company able to achieve the market leader position in theindustry not by possessing competitive edge in the quality of the products, butrather by the marketing communication strategies and mix that enable thecompany to build strong brand name around the world. As a market leader with ahigh , Nike advertising strategy is to create dominant position in the massmedia.
For example, in US and the UK, Nike advertising strategies is to createbrand name presence in several trend setting cities – with many oversizedbillboards and murals on buildings. Consistent with the endorsement of theircommunication strategies, the oversized billboards and murals are painted withthose top performing athletes sponsored by Nike. (Accessed from http://businessessays.net/case-study/comparative-analysis-of-marketing-communication-strategies-and-mix-for-athletic-shoe-brands-in-the-uk-adidas-vs-nike/at 15:23 on the 11/01/18).The contrast between Nike and Children in need is veryevident. It is a well-known fact that Nike has been spending a lot of resourceson advertisement and related activities internationally. As such, Children inneed has to face the challenge of advertising in just the Uk and must spend atleast some meaningful amount on advertising to ensure that the brand presence ofbusinesses like themselves are not dominated by business giants like that of Nike.The advertisement campaigns created by children in need is having a strongerfocus on TV and other specialized events, such as to constantly communicate thecompany innovation and creative ideas with big success stories.
3.2- Compare how two contrastingbusinesses use marketing communications techniques to raise awareness and boostrevenueTo boost sales and revenue, Nike use sales promotions in theform of coupons and special offers given to target customers (though notdirectly through direct marketing). Using this form of communication drivesdemand from new customers because they are motivated to purchase the business’products on the basis of the perceived benefits. Children in need increasetheir revenue and sales through letting everyday individuals create their ownfundraisers, these can be held across the country and all money goes to thecharity, meaning the crowd for potential donators is endless.
The two businesses I have chosen in order to explain thepurposes of marketing communications are Nike and Children in Need, I havechosen these two in order to show the difference in choice of marketingcommunications. Nike uses PR to address social issues surrounding the companylike the topic of sweat shops and economically friendly technology, publiccharity is used in these instances to raise awareness for the company. Childrenin need raise awareness of their company through sponsorship with Lloyds bank, Lloydsis committed to supporting all UK schools and millions of children to fundraisethrough the “Big Spotacular” programme and its Helping Britain Prosper plan,hence people who bank with Lloyds are often subjected to the advertising ofChildren in need and are thusly made aware of the company.3.1- Explain using examples how twocontrasting businesses use marketing communication techniques to raiseawareness and boost revenue. While ethics and social responsibility are sometimes usedinterchangeably, there is a difference between the two terms.
Ethics tends tofocus on the individual or marketing group decision, while socialresponsibility takes into consideration the total effect of marketing practiceson society. In order to foster an ethical and socially responsible behaviourpattern among marketers while achieving company objectives, special care mustbe taken to monitor trends and shifts in society’s values and beliefs. Next,marketers should forecast the long-term effects of the decisions that pertainto those changes.
Bearing in mind that a company cannot satisfy the needs of anentire society, it best serves marketers to focus their most costly efforts ontheir target market, while being aware of the values of society as a whole.2.4- Evaluate the extent to whichethical and legal issues impact on the choice of the marketing communicationsstrategy-Likewise, successful marketing communication relies on soundmanagement decisions regarding the coordination of the various elements of thepromotional mix.
This is important in the overall marketing communicationstrategy as it may be evident that not one form of communication can be usedfor a specific target group (especially if it’s too broad) hence a new system calledintegrated marketing communication, this perspective orchestrates the use ofall forms of the promotional mix to reach customers at various levels in newand better ways, ensuring that there is an appropriate choice of media andmessage, (that is consistent through- out). For marketing communication to be effective and successful, informativemanagement decisions must be made in the other three areas of the marketingmix: the product, service or idea itself; the price at which the brand will beoffered; and the places at or through which customers may purchase the brand.The best promotion cannot overcome poor product quality, unrealistically unreasonableprices, or insufficient product or stock for a business’ retail distribution. 2.3- Assess the importance of effectivecommunication and the choice of media in the overall marketing communicationstrategy of a business-Intellectual property is the legal obligation of businessusing another person’s or business’s intellectual property for the purposes ofbranding or selling, all businesses need to comply with Intellectual Property(IP) regulations including trade mark laws. Trade mark laws need to beconsidered when preparing branding for any business, business name or websitename.
businesses need to ensure that their methods of marketing aren’t inbreach of any national or international trade mark laws. Music is the mostpopular form of intellectual property breach, if any business wants to usemusic in their advertising or even play music within the business, they musthold a valid licence.Misleading & deceptive conduct occurs when promotingyour products or services, you need to ensure that any branding, statement,quote or any other representation is not false or misleading. Component pricingis when the price of a product or service is advertised or displayed inseparate parts. For example, when the single price of a car is displayed andadditional on road costs are listed separately. If you advertise usingcomponent pricing, you must also provide the full price inclusive of additionalcosts in a more prominent way. The Federal Trade Commission Act set forthrequirements for truth in advertising and created the FTC to enforce theprovisions of the act. The Bureau of Consumer Protection’s Business Bureaunotes that advertisements in the U.
S. must by truthful, not deceptive and notunfair. Advertisers must also have evidence available to back up claims theymake.
The FTC defines deceitful statements as those that are likely to misleadconsumers who act reasonably under normal circumstances and that are likely toaffect consumers’ purchase decisions. The FTC defines unfair advertisements asthose that are likely to cause substantial, unavoidable injury when using aproduct, unless the injury is outweighed by the provable benefits. (Accessed fromhttps://www.business.gov.au/info/plan-and-start/develop-your-business-plans/marketing/legal-obligations-of-marketingat 14.32 on the 11/01/18).
Sometimes marketing communications can come off as stereotypicaland offensive (usually to do with sexism or racism) and often result in a risein complaints from not only the target market but the entire audience.Advertising that borders on sexism is seen as being vulgar and distasteful tothe female sector of the target market and demeaning by both men and womenalike (especially younger women), this ethical issue can lead to people feelingseverely insecure about themselves, whether it may be about their sex,religion, ideology, race or class. (Accessed from https://bizfluent.com/info-8454153-ethical-issues-marketing-communication.htmlat 14:15 on the 11/01/18).
Marketing to children is considered by most companies to be unethicalbecause out of all audiences, children (especially younger ones) are the mostimpressionable with children under 10 viewing around 400,00 adverts each yearit has become apparent that some companies choose to raise awareness overissues like bullying or cyber safety while others make potentially dangerous orunhealthy products/ services more appealing. The Advertising StandardsAuthority (ASA) is the self-regulatory organisation (SRO) of the advertisingindustry in the United Kingdom. The ASA is a non-statutory organisation and socannot interpret or enforce legislation. However, its code of advertisingpractice broadly reflects legislation in a lot of ways. They place specialemphasis on truth-in-advertising laws when applied to children, for example childrenare not likely to understand exaggerated statements or images, so children maybelieve a toy helicopter to come fully assembled when the reality is that theproduct will require assembly. This interpretation of the rules completelyignores the unethical ramifications of purely legal advertising, such asbuilding brand loyalty in children before they even understand what a brand is,encouraging children to develop negative self images or getting children hookedon products that can impede or slow down their social and even cognitive development.
Arguably, the best way to act ethically in this area is to advertise toparents, not children thus affecting the marketing strategy as products aimedat children would have to avoid advertising through social media and television.It is common knowledge that consumers would feel betterabout purchasing from companies who have values that align with their very own andso the advertising industry in the UK operates within strict legal and ethical regulationsand is monitored by the Federal Trade Commission. Even withtruth-in-advertising laws in place, advertisers have significant leeway toviolate the ethical standards of a wide range of consumers. Advertisers have tobe especially careful to act ethically at all times, taking extra care whenadvertising to children, advertising potentially harmful products and usingpsychological tactics to stimulate demand for the businesses product or service.Most businesses have a list of ethical and legal issues at hand when creatingadvertisements that can help them to craft legal, responsible ad messages. (Accessedfrom http://smallbusiness.chron.
com/list-ethical-legal-issues-advertising-11466.htmlat 13:45 on the 11/01/18).2.2- Discuss how ethical and legalissues affect a marketing communications strategy-Generating sales and revenue can be explained when lookingat the overall objective of marketing communication, the marketingcommunication objective is to increase sales of any company’s products andservices. When businesses are able to stay in touch with customers, treat themas valued assets and then invite them to provide valuable and honest feedback, abusiness can then build the foundation for profitable long-term relationships.
This can lead to loyal customers (or brand loyalty) in a business, increasedrevenue/ sales and word of mouth referral for the business from satisfiedconsumers. Marketing communication can come in the form of visual aids andbrochures for the sales force (all print media). These visual aids are calledsales collateral materials, which are often produced by the marketingdepartment. Both outside and inside sale representatives in a company can usethe visual aids and brochures during their sales presentations when talking tovarious stake/shareholders.
Sale reps can better explain product features andprices by showing customers brochures. Additionally, sales visual aids mightdisplay favourable company survey results that might help the sales rep make asale. For example, a visual aid stating that 95 percent of customers aresatisfied with the company’s products can be a powerful selling tool. (Accessedfrom http://smallbusiness.chron.
com/purpose-marketing-communication-61518.htmlat 13:33 on the 11/01/18).Protecting and enhancing brand image occurs in withinmarketing, every type of marketing communication that is produced anddistributed serves the purpose of reinforcing your company brand. Brandingestablishes your business and services in the minds of consumers and can helpincrease customer loyalty and overall customer retention. This is mosteffective and useful when branding messages and imagery remain consistentthrough all of your company’s marketing, advertising and promotional materialslike print media. (Accessed from http://smallbusiness.
chron.com/purpose-marketing-communication-61518.htmlat 13:20 on 11/01/18).
The main purposes of marketing communication normally isused to notify, instruct or assist people both internally and externally from thebusiness. Marketing communication therefor must be tailored towards suiting itsspecific audience (and target market) to be effective. Marketing communicationenables a small business to develop the skills and resources for reaching outand interacting on a personal level with customers. This is important as maintaininga communication connection creates a way to promote their products and servicesand build brand awareness. Every form of contact that an enterprise has withtheir customers further establishes a solid relationship, which can lead to greateroverall revenue generation and business security. (Accessed from http://smallbusiness.chron.
com/purpose-marketing-communication-61518.htmlat 13:09 on 11/01/18).2.1- Explain the purpose ofmarketing communications-2.0- Findings (task 1)Marketing communications are the coordinated promotionalmessages delivered through one or more channels such as print media. It is thefundamental and complex part of a companies marketing efforts.
These can bedescribed as all the messages and media you develop to communicate withconsumers and other markets. (Accessed from www.marsdd.comat 12:58 on the 11/01/18).The two businesses I have chosen in order to explain thepurposes of marketing communications are Nike and Children in Need, I havechosen these two in order to show the difference in choice of marketingcommunications, the purposes of them and how they contribute to the success ofachieving the marketing objectives and aims.1.0 Introduction