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Marketing Communications

Table of Content
1 Task 1: ................................................................................................................................ 3
1.1 Introduction ................................................................................................................. 3
1.2 Interpersonal communication context: ........................................................................ 3
1.3 Organizational communication context: ..................................................................... 3
1.4 Public communication context: ................................................................................... 3
1.5 Mass communication context: ..................................................................................... 3
1.6 Computer-mediated communication context: ............................................................. 3
1.7 Health communication context: .................................................................................. 3
2 Task 2: ................................................................................................................................ 4
3 Task 3: ................................................................................................................................ 5
3.1 Introduction ................................................................................................................. 5
3.2 Coca Cola as an example of low involvement products ............................................. 5
3.3 Honda as an example of high involvement products with “Oh yea, it’s a Hybrid”
SDSU Campaign .................................................................................................................... 5
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4 Task 4 ................................................................................................................................. 6
References ................................................................................ Error! Bookmark not defined.


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1 Task 1:
The communications context(s) is considered to be the start point in any
communications planning process. Using the soft drink industry, explain the impact of
context on communications planning using this „systems‟ view.
1.1 Introduction
In general, communication context is considered as a combination of people’s
communicating in specific time and space with contents (Fill, 2009). From ordinary form,
enterprises leverage all the advantage of communication context in their communication
planning with target of communication efficient, then achieving huge profit. The impacts of
contexts on communication planning in the soft drink industry are providing as following:
1.2 Interpersonal communication context:
1.3 Organizational communication context:
1.4 Public communication context:
1.5 Mass communication context:
1.6 Computer-mediated communication context:
1.7 Health communication context:

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2 Task 2:
Using relevant theory and examples please explain why the linear communications
model is considered to be too simple for modern communications planning.

Source: Rissanen (2011)
Figure 1 Old linear communication model

Source: Rissanen (2011)
Figure 2 Modern communication model

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3 Task 3:
Evaluation and control of marketing communications plans are critical in achieving
communications objectives. Using high and low involvement products, explain why this
is the case. Use theory to support your answer.
3.1 Introduction
It is essential for checking the achievement after implementing the communication project
(Masterman and Wood, 2012.). The information of current situation as the future project,
argue relating campaign’s profit must update continuously. But it is often considered as
unnecessary workload and tried to forgeten. According to Kotler, the evaluation may
influence on the promotion program or product manufacturing. In other way, controlling can
be replaced by market survey, coupon inquiries or sales and market share measurements and
comparisons (Shank et al., 2011).
3.2 Coca Cola as an example of low involvement products
3.3 Honda as an example of high involvement products with “Oh yea, it‟s a Hybrid”
SDSU Campaign

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4 Task 4
A successful marketing communications campaign is dependent on understanding the
target market‟s media consumption habits. Do you agree or disagree with this
statement? Use theory and examples to support your answer.

Source: Finne and Grönroos (2009)

Figure 3 Most popular social networking sites
Year/topic 1990–1994 1995–1999 2000–2006
Definitional issues
Practice of IMC
IMC, PR and other controversies
IMC in other countries
IMC and managerial/organisational issues
Measurement issues
IMC and branding issues
IMC and media synergy/habits/planning/interactive issues
IMC and internal marketing

73%
18%
8%
1%
FaceBook
Friendster
Hi-5
Others
7

Figure 4 Time spend on social networking sites


Figure 5 Most popular micro-blogging sites

Figure 6 Time spending on micro-blogging sites
21%
39%
28%
12%
<30min per day
30min to 1hr per day
1hr to 2 hr per day
>2hr per day
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Figure 7 Time spending on blog sites

Figure 8 Most popular video sharing sites

Figure 9 Time spending on video sharing sites
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Figure 10 Most popular media platform
Table 1 Factors affecting site-visits
Option Rank
Constant updates on relevant information 1
Pertinent information on courses 2
Chance to interact and post question to clear doubts 3
User Interface 4
Other information regarding the environment surrounding the issue 5
Games/events/competition 6

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