By Chris Fill, Graham Hughes
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Additional resources for CIM Coursebook 06 07 Marketing Communications (Cim Coursebook)
Make mental and written notes to help you develop your understanding about communications. References Anonymous (2005) The Marketer, Issue 9, p. 26. Biel, A. (1990) ‘Love the Ad. ’, Admap, September, pp. 35–40. P. B. (1995) Advertising Excellence, New York: McGraw-Hill. Butterfield, L. (1999) Advertising Excellence, 2nd edition, Oxford: Butterworth-Heinemann. , Geuens, M. and Van den Bergh, J. (2001) Marketing Communications, Harlow: FT Prentice Hall. Erdogan, Z. (1999) ‘Celebrity endorsement: A literature review’, Journal of Marketing Management, 15(4), 291–394.
The social marketing concept holds that the organization’s task is to determine the needs, wants and interests of the target markets and to then deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer’s and the society’s well being. The underlying changes in consumer attitudes will result in the exertion of a number of pressures on marketing organizations. The ultimate power of the consumer remains the freedom of choice.
Logical appeals focus on quality or performance factors (thinking), whilst emotional appeals are based more around feelings. They suggest the following types of appeal as being prevalent in different forms of communication: o o o o o o o o Price/value Quality Star appeals and testimonials Ego Fear or anger Sensory Sex, love and social acceptance Novelty. The creation of different types of appeal has much to do with the positioning of the subject – brand, service and organization. It will, of course, be a key element in the creative communications process discussed further in Unit 7.