Assignment Sample on UMKC8L-15-M Principles of Marketing Communications
Essay
Introduction
The concept of marketing communication mainly indicates the approach to be involved with the market audience to ensure high marketing growth through using advertising, promotional, branding and many more. The purpose of this task is to critically evaluate the concept of marketing communication and its impact on the film industry to achieve its targeted marketing success. In this task, the role of marketing approach and strategy or theory is comprised in the context of the film named “The Hunger Games” and that has been followed by “Catching Fire”, “Mockingjay parts 1 and 2”. In addition, this task is focused to explore the marketing communication principles and practises of this film that has helped this film to achieve marketing success. Moreover, the creative marketing strategy and style of this film is discussed in this entire task with the support of critical evaluation.
Main body
The marketing approach of “The Hunger Games”
The marketing approach and strategy of the film named “The Hunger Games ‘ has achieved a position of “box office success” by using an “integrated marketing communication”. Additionally, the film has adopted the digital marketing approach to reach its targeted audiences with an intensive speed. Since, digital marketing has a great consumer involvement especially in this currency advanced global level. During the campaigning process of the film, an online promotional marketing communication approach has been followed while it has followed the digital platform to connect with its global consumers. As per the views of Lasi and Salim (2020), the “integrated marketing communication” is related to e-marketing that is operated through the digital platform. Following this marketing approach, the film has reached its targeted consumers.
The marketing communication approach has a great influence on the success of a film while it inspires the global public to be involved with the films to ensure quality entertainment. Hence, it can be said that the marketing communication approach has played an important role in this film’s success. The consideration of the digital era has increased its marketing value while producers became capable of interacting with the consumers directly through a virtual platform. Through using the social media platforms such as Facebook, Twitter and Tumbler, the film producer has spread the official messages to the global consumers by expressing the purpose and motive of this film. According to Duralia (2018), the application of “integrated marketing communication” has a huge impact on the consumer’s behaviour while it is capable of engaging consumers to enjoy exclusive entertainment.
Communication marketing strategy in the film campaign
Hence, it can be understood that the application of a suitable and effective marketing communication approach is important to get the targeted success in the marketing context. On the other hand, it is important to say that there is a similar influence of applying a suitable marketing communication strategy (Bartosik-Purgat, 2019). Since, the marketing communication strategy helps to understand the marketing efficiency of the film producers to attract the global consumers adequately. The use of digital marketing communication can be mentioned as an innovative strategy of the film producer as it is involved with the direct interaction strategy of the producer to attract consumers according to their expectations and demands.
In this current changing marketing era, there are multiple strategies for promotional marketing communication such as pull and push. In this context, the film producer of “The Hunger Games” has adopted the “pull promotional marketing strategy” instead of the traditional “promotional marketing strategy push”. The concept of pull strategy indicates the representation of products or services indirectly in front of the consumers through using different places of marketing platforms (Akbar et al. 2019, p. 368). On the other hand, the pull strategy is completely opposed to the push strategy while products or services represent in front of consumers directly without any use of a marketing platform. In the context of the pull strategy of promotional marketing, the film producer has made direct contact to interact with its global consumers by expressing its film’s motive.
In addition, the use of the pull strategy is capable of building a strong and flexible relationship with consumers to ensure their loyalty. The most positive side of this type of promotional strategy is its marketing operations as there is no pressure of conducting outbound marketing (Akbar et al. 2019, p. 370). This strategic approach is quite cost-effective for the film producers while there is no cost of outbound marketing operations. Hence, it can be said that the application of this film’s innovative promotional strategy is reflecting its “box office success” with support of high consumer’s engagement. Moreover, the presence in digital marketing platforms has positively influenced the film producer to gather public feedback which is helpful to increase its marketing value in place of a globally competitive era.
Target audience
In this case, it is necessary to say that the film has followed the theory and principle of “Word of Mouth” as it suggests the informal communication between producer and consumers through “online marketing platforms’ ‘. Through using the principle of this theory, the producer of “The Hunger Games ‘ has evolved the focus of this film which is centred around the “teenagers battling”. In this film, there is a concept of a “teenagers battling to the death for entertainment purposes” through considering some influential games. Hence, it can be said that the target audience of this film is the younger teenagers mostly who prefer fighting games throughout the films. In addition, it can be said that the film producer of this film has followed the advertising marketing approach to promote its film’s value throughout the global level by using social media platforms.
The entire marketing campaign of this film is focused on internet marketing as it has adopted the pull marketing strategy for its film promotion purposes. The advantage of internet marketing is its cost-effective attitude while it has successfully accomplished its marketing operations in around $45 million as its marketing budget (Businessinsider.com, 2020). However, at this cost, the film producer has promoted and spread its film motive across worldwide. As per the views of Konhäusner et al. (2021), the involvement of e-commerce marketing strategy indicates high marketing growth while it supports an intensive share of products and services that is capable of involving a huge range of consumers in a few seconds.
Communication mix
Communication mix can be considered as an effective marketing communication theory as it is used to enhance the marketing quality by involving market consumers directly or indirectly. According to the explanation of Dost et al. (2019), the application of communication mix as a marketing strategy supports fast-moving consumers. Since, the use of modern technological tools of communication such as direct marketing, advertising, websites and social media is profitable for every business to enhance its marketing quality. The communication mix indicates the ways of communication with market consumers for marketing growth purposes. This kind of strategy or theory has also been adopted by the film producer of “The Hunger Games” while there is an involvement of social media and advertising marketing by considering the “pull promotional marketing strategy”.
In the context of applying communication mix theory or strategy, the film producer has followed the digital marketing approach while promotion has been operated through different social media platforms including Facebook, Twitter and Tumbler. Through using this platform, the producer of this film has interacted with the global consumers to ensure their high involvement range with support of high interest. In this case, it became important for the film producer to build a good and flexible relationship with the global public to ensure the film’s target achievement. Since, the relationship between producers and consumers in the film industry matters while the perspectives and reviews of consumers influence the marketing growth of the business (Ellram and Murfield, 2019, p. 38). Therefore, the adaptation of the communication mix theory becomes profitable for the film producer to achieve its marketing success with high consumer’s support.
Influence of media selection on meaning marketing
Furthermore, it is important to say that the application of proper marketing communication in the film industry is quite effective in case it supports the visual media (John and De’Villiers, 2020, p. 102052). Hence, it is also significant for global businesses to understand the influence of media on meaning-making. The use of mass media in this current changing social and cultural era become mandatory to inspire global consumers according to their learning requirements. Modernist productions can ensure high engagement of their target audiences by using the suitable media or marketing platform as it is capable of attracting audiences by analyzing their emotional attachment.
As an example, it can be said that “The Hunger Games” has targeted the modern trending social media platform such as Facebook and Twiter to reach its targeted audience “younger teenagers” (Standard.co.uk, 2020). Since, younger teenagers are now involved with these kinds of advanced social media platforms. Hence, it can be said that the selection of media plays a significant role in promoting programs while it is capable of attracting global consumers effectively by identifying their different types of movie interest. Therefore, the influence of media selection in meaning-marketing is high especially in the place of the film industry as it has positively influenced the success of “The Hunger Games”.
The major influence of the media is its potential to inspire global consumers by identifying their interests and preferences. Since, the lack of suitable media selection for marketing is capable of reducing the marketing growth of the production. Hence, the producer of the film has adopted advanced technological tools such as social media platforms to communicate with the public on a global level. In addition, the producer has adopted multiple social media platforms by understanding its target consumer’s involvement range. According to the discussion of Kupfer et al. (2018), the use of social media has a great influence on the advancement of brand alliance in this current changing era.
This information indicates a huge positive influence of media selection on the film industry’s achievement as it helps the film industries to be involved with their target audience. In this sense, it can be said that the selection media also helps the modernist film production to use the emotional attachment of their targeted audience to ensure their marketing growth during marketing campaigns. Realising the influence of the media in marketing growth, the film producer has adopted advanced innovative tools to proceed with the marketing campaign with the support of global consumers’ attachment. Since, use of effective media influences the success or failure of a film by affecting its marketing strategy (John and De’Villiers, 2020, p. 102052).
Creativity in marketing campaign
In this current changing era of global level, there is a high requirement of creativity in movie reviews as it attracts the public to be involved with them. Since, the public prefers more creativity as well as innovation in the film industry rather than any traditional one while it inspires them to develop different types of knowledge. As per the views of Sulaeman and Kusnandar (2020), a creative approach in industry influences its marketing performance by affecting its brand shaping as the presence of creativity in the film industry is capable of representing a unique and independent production. In this case, it can be said that the involvement level of creativity in the film industry’s marketing strategy has a high impact on the film’s achievement.
The use of “Ideavirus” through SNP or “Social Networking Potential” can be mentioned as a creativity of the campaign of this film producer while relevant movie trailers, posters and games have been published as a part of the film marketing campaign. Hence, the film producer has used the internet marketing campaign to increase its creativity. Since, it supports huge consumers in a single second which is beneficial for the marketing growth (Kupfer et al. 2018, p. 28). Therefore, it can be said that the adaptation of the SNP marketing approach with the support of “Ideavirus” has played an influential role in this firm’s marketing success.
On the other hand, the application of “pull promotional marketing strategy” instead of push strategy can be considered as a creative marketing technique of this film. Since, there is a traditional “promotional marketing strategy” such as push strategy that is mainly used by most of the film industry. Hence, the avoidance of traditional marketing strategy by using creative techniques indicates the presence of creative and innovative marketing strategy of the film production. According to the discussion of Sulaeman and Kusnandar (2020), the application of the “integrity marketing communication model” indicates quality and creative branding strategy in the film industry with the support of high marketing performance. In this case, it is necessary to say that the involvement of pull strategy as promotional marketing became advantageous for the film producer to ensure its marketing success with high marketing performance.
Furthermore, the presence of exciting social media platforms such as Twitter and Facebook has also positively influenced the creativity of the film producer’s marketing campaign. Since, these creative platforms are mostly famous for their “collective entertainment consumption” while most consumers have been involved in this current advanced global level. Hence, the exposure of this film has gained the support of huge consumer’s involvement that is quite fruitful for the film’s success. As per the views of Dost et al. (2019), the presence of marketing mix in film’s marketing campaign has the opportunity of achieving fast-moving consumers. Since, the high involvement in social media indicates high involvement in film’s promotion through a visual marketing platform.
Moreover, the marketing advancement through the support of ” #HungerGames100 ” can also be considered as a part of its creative marketing strategy while it has used this kind of online puzzle for increasing its marketing growth. In this case, the producer of the film named “The Hunger Games ‘ has successfully gathered the film followers to collect their reviews and perspectives about the film. This kind of operation has positively influenced the value of this film on a global level. Therefore, it can be said that the involvement of different creative approaches during the marketing campaign of this film has represented a unique film in the film industry as it is capable of entertaining global consumers more than one time.
Conclusion
The above information critical analysis on the movie “The Hunter Games” has described its success strategy through using different types of marketing and communication mix. In this case, it is important to say that the target of this task has been fulfilled while there is eventual knowledge and understanding about the concept of marketing communication and its impact on the film’s success. The entire task has critically analysed and evaluated the involvement of creative and innovative marketing strategy and principles of marketing communication in respect of this film’s producer to ensure its marketing growth with high consumer’s support. Hence, it can be said that the entire task has distinctly evaluated the major reason for the film’s marketing success by describing the theoretical and strategic concepts on the basis of marketing communication. Moreover, the purpose of this task has been successfully met as there is a huge in-depth understanding of the film’s marketing campaign including its following marketing communication tools and approaches.
Reflection
The evaluation of the marketing communication used for promoting the above-mentioned movies has helped me understand the underlying factor that aided in the process. I feel that the clever use of methods in campaigns is a contributing factor in the high success rate of the films. One of the strategies that I feel has notably contributed to the early phases of the promotion process is the pull strategy. Most businesses prefer the push strategy to highlight the product specs to a generalized audience. In the views of Choe and Ji (2019), the pull strategy is a risky process as the target audience goal may not be fulfilled owing to insufficient information. It made me realize that the awareness regarding the target audiences of the movie was the reason behind the success of an attempt to employ the pull strategy instead. Through the analysis of the marketing strategies, I found another factor that promoted the movies was the generalization of the process. I think they made use of the ATL or above-the-line marketing here to mitigate the risks of falling from a pull strategy. Social media is slowly emerging to be a platform fit for targeting mass audiences in a promotion process (Li et al. 2021 p.61). I realized that clever marketing through most visited and interactive media like Facebook, Twitter, and Tumblr will evoke an interest in the plot and the casting within the younger group of audience. Another factor that I understood through their marketing strategy is the use of merchandise to help the audience feel more engaged with the project.
I understood that the following movies in the franchise received recognition through some of the well-applied strategies. Word of mouth was their main approach to making the audience aware of the upcoming projects. I understood that the success of this tactic was in their gradual disclosure of the cast and crew, which became a talk of the town. To me, this evoked curiosity within the audiences and developed in the success of the pull strategy. The correct use of calligraphy and the color contrasts to catch the emotions of the movie through a minimalist approach was to be the most noteworthy part of the marketing process. The audiences were able to engage in the mood of the movies and slow disclosure of information kept them curious. I feel this attempt of engaging the younger group of audiences indirectly promoted the movie to a much larger group and increased the range for successful marketing. The credit goes to the marketing team who were successful in keeping the audiences engaged in the storyline through assumptions and discussions.
The evaluation helped me realize the factors that can improve the efficiency of marketing strategies. I understood that marketing requires an engaging side to it as this allows the target audience to evolve interest towards a product. This also helped me understand that prior knowledge of the target audience, the features of the promotion media, and the right mediums to reach a wide diverse group of the potential audience is required to make a project market a success.
Reference list
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Bartosik-Purgat, M., (2019). Digital marketing communication from the perspective of individual consumers: A cross-country comparison. Entrepreneurial Business and Economics Review, [online].7(3), pp.205-220.
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