Assignment Sample on Principles of Marketing Communications
Introduction
The financial success of a company depends entirely upon strong marketing potentials. The ultimate objective of a business entity is to make sure that the internal elements to market align with goals and objectives. If this is aligned successfully, then it could be thoroughly understood that success isn’t far away. In this research Assignment, successful campaigning depends upon not one but a congregation of many elements. Therefore it could be easily addressed and understood that company success takes keen note not only upon business alignment but also upon proper planning.
Critical understanding of marketing development
Critical marketing is the aim of exploring one of the marketing’s progresses. There is a significant and growing flow of publication and research in the field of the film industry that takes an apparently critical position regarding marketing inputs attained. Some of those critical management theories have been stressed together through the international conference series in essential studies of critical management that have been grasped annually in the UK since 1999. This ‘hunger games’ film represents to impress the young age audience in society. It is the first film on critical management that produces a collection of original benefaction from well-known critical authors within marketing (Alshare, 2018, p.573). The ‘hunger games’ films have over and above impact on human’s mental awareness, dislikeness and other art. It bears the power to assess an emotional uncertainty in human minds. Movie making is more about imagining than observing. However, a successful film like ‘hunger games’, ‘catching fire ‘and ‘Mockingjay’ are purely all about the marketing strategy based. A crucial part of a film’s success is how decently marketing is done. People also don’t know a movie exists without any marketing. Whenever a film produced, it necessary to advertise like any other market product and get the target audience excited to see their films.
Role of marketing communication
Marketing communication gives awareness and information about the movie. Initial brand recognition gives by marketing communication. The audience who are watching the film know about it, but marketing communication provides information briefly. Marketing communication makes people more positive about ‘Hunger games’ and others films. Preferences about the movies are given by the market communicator. The audience has some preferences to watch the movie, but the market communicator can be convinced to watch, finally after convincing the target audience ready to watch the film under any circumstances (Ketter, 2018, p.18). Here some marketing communication tools are mention. There are mainly five marketing tools like advertising, sales promotions, public relations, direct marketing and personal selling. Direct marketing tools used for direct mail to the audience for knowing their requirements and also for telecommunication with those targeted audiences (Khalilov et al. 2021, p.333). Direct marketing is a marketing term in which goods and services pass from natural producer to consumer without any other middleman. An interactive system of marketing is the direct marketing tools. The simple model of the buying process given by the five stages, which are recognition of problems, information search, the decision for watch or buy, evaluation after look, alternative evaluation etc. Marketing always depends upon the brand value, quality, image and price. Marketing communication helps in adverting and sales promotion programmes. The product becomes more popular and attractive through marketing. The production determines by the market situation if it is a new market company should produce new themes for young age people.
The Hunger Games has earned beyond billion dollars and is a certified global occurrence. Though “Hunger games” has that much power to survive based only on fan buzz but their digital marketing team and content marketing strategy take it to the next level (Duffett, 2017, p.18). Therefore that prior to the announcement of the movie “Hunger games” trilogy already attracted a bigger fan base. In place of designing an advance campaign for each movie, a sizable effort was given to construct a community where fans could amalgamate themselves into the operation. Not being solely dependent on traditional types of advertising and marketing such as television advertisements, print leaflets), the team was more ingenious. They formed a website into which they update their information and communicate digitally with fans and the society through YouTube, Face book and other kinds of social media hubs and generally depended on digital marketing. On the other hand, taking risks ignited them towards success like they put a rebellion protagonist who defies the government and breaks their norms about culture (Alshare, 2018, p.573). Being the film distributor, Lions gate knows how to use digital media mostly. They used Brand storytelling as their marketing strategy to reach their goal. Digital brand storytelling uses digital media in a comprehensive way to tell a brand story and create maximum buzz for the mass. It is also important to know the fans as the young audience is more consistent on digital media so it is better to rely on the first and encourage their determined loyal fans to create more engagement in order to create a brand ambassador.
Critical Evaluating Campaigning Using Marketing Trends
Evaluating is not easy as it contains market research analysis and some collected data from past campaigns. Considering data have information regarding campaigns with a bad experience and good experience (Papadimitriou, 2017, p.164). Currently, every company wants to promote their businesses in the digital market, but Hunger Games did a planned campaign in 2012, which’s why they get a very positive response from the market. They have done so many movements with their targeted audience. They especially targeted their customers to get attention for their movie. They had done some research work to get the data, which helped them get the audience in their favour. The Hunger Games team already got what they want to target (Papadimitriou, 2017, p.164). Then they use Market trends that mean what people want to see. The media campaign, seasonal push campaign is very much popular nowadays, so they used this type of campaign in their promotion (Vila et al. 2021, p.100). Management of any company needs proper guidance to evaluate their status.
Without evaluation, the company cannot stand alone in the market. Focus is the main subject to increase the popularity of any company in this market. Management needs to take this section positively. The Hunger Games worked well with this.
Media Campaigns
Media campaigns are very popular as they come in the entertainment sector. The Hunger Games team use this path to get famous. Their strategy works well with this campaign.
Seasonal Campaign
Every company wants to get on the top in the market; the Hunger Games team also liked that, so they choose this path. They have done so many campaigns in summer and winter to get the maximum number of audiences for their movie (Rees-Roberts, 2018, p.15). Many travellers used to visit the coolest places in summer days, so they have targeted those audiences, and in winter, they targeted those who came from warm areas to enjoy the winter in their country.
Objectives of Evaluating Campaigns
The first thing is to figure out why critical evaluation is mandatory before campaigns. Every company has set their goal before campaigning. The Hunger Games has set its goals to achieve maximum audiences. It is the best strategy before campaigning (Lagazio and Querci, 2018, p.318). The key message is an important part when any company is preparing for a campaign. The Hunger Games Team also tried to set a key message for their movie. That’s why they got a positive response from the audiences.
Evaluation of Communication Issues through use of using recognized frameworks and marketing communications theory
There are different Campaigning issues faced by the directors of Hunger Games while processing their campaigning activity during that period:
- Deadline Visualization related issues:
Always give everything positive in the deadline so that who have with it has an idea about the campaign schedule and everyone can plan according to their work. Even if anyone is clear about their deadlines, then it could be difficult to gather them together if the information is separated. A holistic timeline is critical, so anyone can understand the moving part will be connected.
- 2. Issues in Scheduling:
Unclear deadlines mean work not done; for this reason, time is trying wasted to figure it out. It’s not comfortable to continuously ask teammates for things waiting for. In the beginning, anyone who missed the deadline or at a critical part can jumping in the entire campaign. In that situation, it’s time for a new plan.
- Ineffective Status Update
Updates have got across meetings, emails, docs, and more have place format and time for shearing others. Then anyone can maximise meeting times for collaboration. People also know where they can go by making the updates. The status updates needs to know how much knowledge they gain from the campaign, and it is effective for a company to collect their data (Townsend, 2018, p.179).
4. Reflection on Campaigning related learning
After returning from the campaign, people think about what they learn from it, and those reflections go through their work. From this reflection result, anyone can understand the impact and improve their next campaigns. If any of them who attended the past campaign doesn’t have a clear idea of what they learn from their campaign, then they will have to regret that or make the same mistake again.
Consistency theory: This theory states that when the inner system build-up with attitude, values and beliefs, all support each other that because they feel comfortable. If things fall out of alignment, then it finds discomfort. The most important part of this theory for marketers and writers comes from the point that they also need to believe that they are consistent with social norms. Understanding this concept provides writers appeal to customers to the desire to fit it and increase their skill (Kohli et al. 2020, p.18).
Marketing communications is more than just promoting film, products, company or services. Promotions, public relations and social media effect can support overall the marketing strategy and also brand value management. At first, it should understand the evaluation of the marketing communication and effectiveness can help film producers to make a marketing budget more carefully. The first things in making the correct method to evaluate marketing communication are setting roles for promotion and campaigning next time. Those can increase sales, introducing themselves to the audience, creating awareness about the brand, producing referrals (Itoo and Nagar, 2019, p.73). All advertisements that release for promotion should achieve to meet the goals. One of the easiest methods to evaluate marketing communications is to follow website traffic statistics. If any viewers increase in the website and which type of film they preferred, all those information can get from the website.
Review of Critique Mix, Media and Message Decisions
Critics and their reviews must play an important role in the viewer’s mind and consumer decision to make which type of film the public received. In this industry, the rating of film reviews depends upon which kind of film does make and how much the audience influences by that film. A significant number of people have to prefer to watch mainstream films. That’s why maximum scriptwriters are focused on mainstream cinema. Nowadays, the review cannot distract the moviegoer, but sometimes reviews are reflected in the ultimate success of the film. The effects of reviews decided to count on the opening weekend and the box office collection. The research shows that how many audience watches in releasing week, the size of the film and the topic of the film (Jeya et al. 2020, p.19). Film reviews actually wrote for the general public by journalists and other non-academic people in newspapers, magazines and social media around the time when the film was released in theatres. Their intention is to describe the characters, director, and plot etc. and to help determine if it should be seen or not.
Conclusion
The Hunger Games used its best strategy to emphasise the maximum campaign outcomes. Every company should use this technique for doing their campaigns in real-time as it got the best result in the past. Strategy and planning need to be done before campaigning best results. Film making is not an easy part as it requires money and time. The best part is that every company can use The Hunger Games team strategy without giving them any credit, but other company’s management department should carefully study their tactics before applying that strategy as it depends on time and the targeted audience’s response.
Reflection
I have learned so many things from Hunger Games Marketing as a learner of the module. This module has some knowledge and experience about the company. They always try to get the best result from their team. That’s why they recruit professional students and people to their team. I have learnt teamwork to get the maximum output. I have learned the general process that how to plan a project in the initial stage develop the model and complete the work. I have learnt from the Module that there are basic factors that determine marketing, and they include Price, Promotion, Place, Packaging, Positioning and People. It has worked to increase my overall outlook on marketing. I understood different marketing-related elements like Networking, Loyalty, Profitability, and SEO digitised Marketing and Goal Identifications through this segment. It has worked to increase my potential for the subject as a whole.
Another good lesson I have learned during my study is many different kinds of work a team has to execute when they in charge. After studying their concept and their strategies, I wondered how they manage their duties in the workplace. Team leader always tries to motivate them in many ways so that they don’t feel demotivated in work. Hunger Games has some strategies to reach out to their target.
We know that social media is a new trend. The hunger games have already decided that they want to target the young generation for their film, so they used social media for their campaign. Working on campaigning looks easy, but after some days, if you did not get the targeted audience, then the company would not consider your failure. They will hire someone to get the job done in the right way. After doing lots of research, I understood that if company’s management is not helpful and has no sense of marketing, they will fail. In my opinion, The Hunger Games Team has proved their ability after doing this campaign for their movie. Their team is capable of fulfilling the higher authority’s goals and targets.
Their team has skilled workers who can perform in a pressurized situation. Their supervisors have the adequate quality to guide their juniors. However I felt sad about some policies; The Hunger Games does not allow anyone to get leaves in the working day; if anyone takes casual leaves, they have to inform their supervisors before seven days. I think this policy needs some changes. Suppose someone gets injured or feeling unwell, then how can they educate their seniors before seven days. The company’s management should change this rule to get more positive feedback from their employees. Their objective is to achieve the campaigns for the best result. They have done some surveys in the past to set their target in the market. By doing campaigns, they get active growth in their movie.
References
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’ attitudes. Young Consumers.
Itoo, M.H. and Nagar, K., 2019. Audience Responses Towards Positive and Negative Destination Placement in Films: An Experimental Investigation. International Journal of Hospitality and Tourism Systems, 12(1), p.73.
Jeya, J., Chandrasekaran, M., Venkatesan, S.P., Sriram, V., Britto, J.G., Mageshwaran, G. and Durairaj, R.B., 2020. Scaling up difficulties and commercial aspects of edible films for food packaging: A review. Trends in Food Science & Technology.
Ketter, E., 2018. It’s all about you: destination marketing campaigns in the experience economy era. Tourism Review.
Khalilov, A., Shestov, S. and Shinkarenko, V., 2021, March. Marketing Communications in the Digital Economy. In VIII International Scientific and Practical Conference’Current problems of social and labour relations'(ISPC-CPSLR 2020) (pp. 333-338). USA, Atlantis Press.
Kohli, G.S., Yen, D., Alwi, S. and Gupta, S., 2020. Film or Film Brand? UK Consumers’ Engagement with Films as Brands. British Journal of Management.
Lagazio, C. and Querci, F., 2018. Exploring the multi-sided nature of crowdfunding campaign success. Journal of Business Research, 90, pp.318-324.
Papadimitriou, L., 2017. Transitions in the periphery: Funding film production in Greece since the financial crisis. International Journal on Media Management, 19(2), pp.164-181.
Rees-Roberts, N., 2018. Fashion film: Art and advertising in the digital age. Bloomsbury Publishing.
Townsend, N., 2018. Working Title Films and Universal: The integration of a British production company into a Hollywood studio. Journal of British Cinema and Television, 15(2), pp.179-203.
Vila, N.A., Brea, J.A.F. and de Carlos, P., 2021. Film tourism in Spain: Destination awareness and visit motivation as determinants to visit places seen in TV series.
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