5 Questions Integrated Marketing Communications Essay

5 Questions Integrated Marketing Communications - Essay Example Also, a non-human character is more likely to attract attention of the watcher in the first place! The identification of a human with an animal is a common literary theme and the relationships with animals are used to symbolize key passages in a child’s life like integration into the society upon saving an animal from a bad situation (Lerner, Kalof, 1999). The animal double also portrays a character’s abuse of animals as the result of abuse he or she has experienced. Animals are also symbolized as loved one, as savior, as threat, as a tool, as victim, as sex object, and as an object of wonder. Animal characters may make serious products like insurance less drab and at the same time add humor and lightheartedness to otherwise common product (Inglessis, McGavock & Korzenny, 2007). Use of non-human character may not be appropriate for every category but it positions the product and differentiates it from competitors. 2. Innovation is essential to convert the dream to into a marketable product. Innovation directs the leader to set challenging targets (Zien & Buckler, 1997). If marketing personnel are involved, the innovation will respond to either user needs or to competition (Moenaert & Souder, 1990). Innovative products have been found to be successful if marketing personnel are involved than those developed by the research and development department or the top management. Marketing communications theory which suggests that it is not enough to listen to the customer, it is essential to understand the customer (Olorunniwo, Hsu & Udo). If the product uses some new technology demand is definite to be created (Ettlie & Subramaniam, 2004). Every step has to be integrated and creating a demand would require a stepwise process involving information acquisition activities and evaluation points. Once the user needs have been identified it would be easier to create demand. The company should also be prepared to face environments that

How do sociological perspectives contribute to an understanding and Essay

How do sociological perspectives contribute to an understanding and explanation of media images of ageing and older age - Essay Example In the said analysis, this writer will elucidate upon as to why and how the type of media portrayal is what it is at present. The mass media has become an integral part of the postmodern society. Everyone, regardless of age, has some form of interaction with mass media in his life. Spring (1993) gives an estimate of how much of their leisure time elderly people (above-50) spend listening to the radio, watching television, listening to music, reading and going to the movies. His research reveals that as much as forty percent of their leisure is time dedicated to these activities. Knowing this, it is easy to see why creating a more accurate picture, if not a more compassionate and humanistic one, of the elderly’s situation in the realm of mass media, is very important. Curbing negativities in media’s portrayal of the elderly, many as they are as will be seen in the following paragraphs, should be given high priority. This is so because, it is undeniable that the mass media impacts interpersonal interaction1, affects our mental and physical health2, and, as most relevant to the proceeding discussion, the mass media greatly influence perceptions of aging and elderly people3. The images of the elderly as shown by the media vary depending on the (1) underlying purposes for which these images are created and, quite surprisingly, by the (2) type of communication medium in question. Broadly speaking, there are two types of media portrayal of the ageing population, first is the positive kind of portrayal, while the second paints a more negative picture of the group. Applying the concepts of sociology, the cause of this negative portrayal can be attributed to the phenomenon of ageism4 which will be given more attention later in this paper. For now, a more detailed presentation of the two types of portrayal is called for. Underlying purposes No great amount of intellect needs to be