Advertising and marketing communications Essay Example | Topics and Well Written Essays - 2500 words

Advertising and marketing communications - Essay Example Marketing communications is traditionally thought of as organizations' efforts to promote the services or products they offer to external clients and customers. The goals of internal marketing are similar to those of external marketing, to increase visibility and awareness of the services or product available, and increase sales or orders. By increasing knowledge and awareness of the services that a department offers, the department can help to ensure that opportunities are not missed out on due to a lack of awareness in other parts of the business. In this paper, we would be discussing on the theories of Advertising and Marketing Communications and creating an advertisement for M.Sc Crop Biotechnology and Entrepreneurship.Marketers have a variety of promotional tools at their disposal. To make effective use of them, a company' personal selling, advertising, and other promotional activities should form a coordinated promotional program within its total marketing plan. However, these activities are fragmented in many firms, with potentially damaging consequences. For example, advertising directors and sales-force managers may come into conflict over resources, or the sales force may not be adequately informed about the details of a particular sales promotion effort. This wouldn't happen if the elements comprising promotion were part of an integrated marketing communication (IMC) effort, a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's public. IMC begins with a strategic planning effort designed to coordinate promotion with product planning, pricing, and distribution, the other marketing-mix elements. Promotion is influenced, for instance, by how distinctive a product is and whether its planned price is above or below the competition. A manufacturer or middleman must also consider its promotional links with other firms in the distribution channel. On the other hand, Communication is not a one way flow of information. Talking at or to someone does not imply successful communication. This only occurs when the receiver actually receives the message that the sender intended to send. Message rejection, misinterpretation and misunderstanding are the opposite of effective communication. To address the various communication models, no simple diagram can reflect all the nuances and complexities of the communication process. There are many models of communication including single step model, two-step model, mass communication, multi-step model, Web communication and adoption model. In this paper, we would be creating an advertisement for M.Sc crop biotechnology and entrepreneurship using one of the communication models. We would be using the "Mass Communication Model" to advertise M.Sc crop biotechnology and entrepreneurship. A single-step communications model There are three fundamental elements in communication, the sender (or source), the message and the receiver. This basic model assumes that the sender is active, the receiver is inactive or passive and the message is comprehended properly. In reality this is rarely the case. An understanding of the target receiver or audience helps to identify what is important to the audience and how symbols, signs and language are interpreted. The message is 'dressed up' or coded in an appropriate way, sent through a media channel and, if it gets through all the other noise, finally decoded by the receiver. Guinness advertisements basically ask their target audience to drink Guinness, but