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Nonetheless, it cannot be denied that both the companies are
actually aiming at a similar target audience in terms of values and ethos. However,
at least for the moment, Nike marketing communication strategies is observed to
be more successful, due to the correct association of the brand name to the
deep desire of the end users. Children in need is concentrating on having an
image to urge the consumers to win over self-attitudes, while Nike tend to
stand out as it associate itself with winning over others’ attitude. Not only
that, the sponsorship by Children in need may be too broad, where apparently,
the association with top performer in sports by Nike is more effective.

From all the information collected it can be concluded that both
Nike and Children in need have similar marketing communication strategies. Both
of the companies engage heavily in advertising, sponsorship, televised adverts,
and association of the brand with celebrities and sport events as well as
sponsoring of sport athletes. Both of the companies are successful, and this
can be seen from the large part of market shares by both the companies in their
industry. It is obvious that both of the companies are similar in their marketing
communication strategies, in an indirect manner. It is even reasonable to
conclude that both of the companies are as equally effective in this field. Many
similarities in the marketing communications plan can be found between the two
companies. However, the distinctive difference is how the companies executed
their own strategies. Children in need tend to use popular comedians and UK
celebrities while Nike tends to utilize the top performing athletes to
associate its brand with excellence in life, performance, lifestyle, and

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3.3- Evaluate the success of the
marketing communications strategies used by two contrasting businesses

Nike is in fact the market leader in the sports apparel,
equipments and tools industry. The brand name of Nike is often rated as one of
the top most valuable brand in the business community. The success achieved by
Nike is not without reasons. Purely based on the fact that Nike does no longer
own any manufacturing arms for shoes or apparel production purposes, it is safe
to say that the company able to achieve the market leader position in the
industry not by possessing competitive edge in the quality of the products, but
rather by the marketing communication strategies and mix that enable the
company to build strong brand name around the world. As a market leader with a
high , Nike advertising strategy is to create dominant position in the mass
media. For example, in US and the UK, Nike advertising strategies is to create
brand name presence in several trend setting cities – with many oversized
billboards and murals on buildings. Consistent with the endorsement of their
communication strategies, the oversized billboards and murals are painted with
those top performing athletes sponsored by Nike. (Accessed from
at 15:23 on the 11/01/18).

The contrast between Nike and Children in need is very
evident. It is a well-known fact that Nike has been spending a lot of resources
on advertisement and related activities internationally. As such, Children in
need has to face the challenge of advertising in just the Uk and must spend at
least some meaningful amount on advertising to ensure that the brand presence of
businesses like themselves are not dominated by business giants like that of Nike.
The advertisement campaigns created by children in need is having a stronger
focus on TV and other specialized events, such as to constantly communicate the
company innovation and creative ideas with big success stories.

3.2- Compare how two contrasting
businesses use marketing communications techniques to raise awareness and boost

To boost sales and revenue, Nike use sales promotions in the
form of coupons and special offers given to target customers (though not
directly through direct marketing). Using this form of communication drives
demand from new customers because they are motivated to purchase the business’
products on the basis of the perceived benefits. Children in need increase
their revenue and sales through letting everyday individuals create their own
fundraisers, these can be held across the country and all money goes to the
charity, meaning the crowd for potential donators is endless.

The two businesses I have chosen in order to explain the
purposes of marketing communications are Nike and Children in Need, I have
chosen these two in order to show the difference in choice of marketing
communications. Nike uses PR or public relations to address social issues
surrounding the company like the topic of sweat shops and economically friendly
technology, public charity is used in these instances to raise awareness for
the company. Children in need raise awareness of their company through
sponsorship with Lloyds bank, Lloyds is committed to supporting all UK schools
and millions of children to fundraise through the “Big Spotacular” programme
and its Helping Britain Prosper plan, hence people who bank with Lloyds are
often subjected to the advertising of Children in need and are thusly made
aware of the company.

3.1- Explain using examples how two
contrasting businesses use marketing communication techniques to raise
awareness and boost revenue.

While ethics and social responsibility are sometimes used
together or in coordination, there is a difference between the two. Ethics focuses
on the individual or marketing group decision, while social responsibility
takes into consideration the total effect of marketing that a business will use
on society. In order to have an ethical and socially responsible behaviour among
marketers within a business while achieving company objectives, care must be
taken to monitor trends and shifts in society’s values and beliefs. Next, communication
marketers should forecast the long-term effects of the decisions that pertain
to those changes. Bearing in mind that a company cannot satisfy the needs of an
entire society, it best serves marketers to focus their most costly efforts on
their target market, while being aware of the values of society as a whole.

2.4- Evaluate the extent to which
ethical and legal issues impact on the choice of the marketing communications

Likewise, successful marketing communication relies on sound
management decisions regarding the coordination of the various elements of the
promotional mix. This is important in the overall marketing communication
strategy as it may be evident that not one form of communication can be used
for a specific target group (especially if it’s too broad) hence a new system called
integrated marketing communication, this perspective orchestrates the use of
all forms of the promotional mix to reach customers at various levels in new
and better ways, ensuring that there is an appropriate choice of media and
message, (that is consistent through- out).

For marketing communication to be effective and successful, informative
management decisions must be made in the other three areas of the marketing
mix: the product, service or idea itself; the price at which the brand will be
offered; and the places at or through which customers may purchase the brand.
The best promotion cannot overcome poor product quality, unrealistically unreasonable
prices, or insufficient product or stock for a business’ retail distribution.

2.3- Assess the importance of effective
communication and the choice of media in the overall marketing communication
strategy of a business-

Intellectual property is the legal obligation of business
using another person’s or business’s intellectual property for the purposes of
branding or selling, all businesses need to comply with Intellectual Property
(IP) regulations including trade mark laws. Trade mark laws need to be
considered when preparing branding for any business, business name or website
name. businesses need to ensure that their methods of marketing aren’t in
breach of any national or international trade mark laws. Music is the most
popular form of intellectual property breach, if any business wants to use
music in their advertising or even play music within the business, they must
hold a valid licence.

Misleading & deceptive conduct occurs when promoting
your products or services, you need to ensure that any branding, statement,
quote or any other representation is not false or misleading. Component pricing
is when the price of a product or service is advertised or displayed in
separate parts. For example, when the single price of a car is displayed and
additional on road costs are listed separately. If you advertise using
component pricing, you must also provide the full price inclusive of additional
costs in a more prominent way. The Federal Trade Commission Act set forth
requirements for truth in advertising and created the FTC to enforce the
provisions of the act. The Bureau of Consumer Protection’s Business Bureau
notes that advertisements in the U.S. must by truthful, not deceptive and not
unfair. Advertisers must also have evidence available to back up claims they
make. The FTC defines deceitful statements as those that are likely to mislead
consumers who act reasonably under normal circumstances and that are likely to
affect consumers’ purchase decisions. The FTC defines unfair advertisements as
those that are likely to cause substantial, unavoidable injury when using a
product, unless the injury is outweighed by the provable benefits. (Accessed from
at 14.32 on the 11/01/18).

Sometimes marketing communications can come off as stereotypical
and offensive (usually to do with sexism or racism) and often result in a rise
in complaints from not only the target market but the entire audience.
Advertising that borders on sexism is seen as being vulgar and distasteful to
the female sector of the target market and demeaning by both men and women
alike (especially younger women), this ethical issue can lead to people feeling
severely insecure about themselves, whether it may be about their sex,
religion, ideology, race or class. (Accessed from
at 14:15 on the 11/01/18).

Marketing to children is considered by most businesses to be
unethical because out of all audiences, children (especially younger ones) are
the most impressionable with children under 10 viewing around 400,00 adverts
each year it has become clear that some companies choose to raise awareness
over issues like bullying or cyber safety while others make potentially
dangerous or unhealthy products/ services more appealing. The Advertising
Standards Authority (ASA) is the self-regulatory organisation (SRO) of the
advertising industry in the United Kingdom. The ASA is a non-statutory
organisation and so cannot interpret or enforce legislation. However, its code
of advertising practice broadly reflects legislation in a lot of ways. They place
special emphasis on truth-in-advertising laws when applied to children, for
example children are not likely to understand exaggerated statements or images,
so children may believe a toy to come fully assembled when the reality is that
the product will require assembly by an adult for health and safety purposes.
This interpretation of the rules completely ignores the unethical consequences of
purely legal advertising, such as building brand loyalty in children before they
can cognitively understand what a brand is, encouraging children to develop
negative self- images or getting children addicted to products that can stop or
slow down their social and even cognitive development. Arguably, the best way
to act ethically in this area is to advertise to parents, not children thus
affecting the marketing strategy as products aimed at children would have to
avoid advertising through social media and television.

It is common knowledge that consumers would feel better
about purchasing from companies who have values that align with their very own and
so the advertising industry in the UK operates within strict legal and ethical regulations
and is monitored by the Federal Trade Commission. Even with
truth-in-advertising laws in place, advertisers have significant leeway to
violate the ethical standards of a wide range of consumers. Advertisers have to
be especially careful to act ethically at all times, taking extra care when
advertising to children, advertising potentially harmful products and using
psychological tactics to stimulate demand for the businesses product or service.
Most businesses have a list of ethical and legal issues at hand when creating
advertisements that can help them to craft legal, responsible ad messages. (Accessed
at 13:45 on the 11/01/18).

2.2- Discuss how ethical and legal
issues affect a marketing communications strategy-

Generating sales and revenue can be explained when looking
at the overall objective of marketing communication, the marketing
communication objective is to increase sales of any company’s products and
services. When businesses are able to stay in touch with customers, treat them
as valued assets and then invite them to provide valuable and honest feedback, a
business can then build the foundation for profitable long-term relationships.
This can lead to loyal customers (or brand loyalty) in a business, increased
revenue/ sales and word of mouth referral for the business from satisfied
consumers. Marketing communication can come in the form of visual aids and
brochures for the sales force (all print media). These visual aids are called
sales materials, which are often produced by the marketing department. Both
outside and inside sale representatives in a company can use the visual aids
and brochures during their sales presentations when talking to various stake/shareholders.
Sale reps can better explain product features and prices by showing customers
brochures. Additionally, sales visual aids might display favourable company
survey results that might help the sales rep make a sale. For example, a visual
aid stating that 95 percent of customers are satisfied with the company’s
products can be a powerful selling tool. (Accessed from
at 13:33 on the 11/01/18).

Protecting and enhancing brand image occurs in within
marketing, every type of marketing communication that is produced and
distributed serves the purpose of reinforcing your company brand. Branding
establishes your business and services in the minds of consumers and can help
increase customer loyalty and overall customer retention. This is most
effective and useful when branding messages and imagery remain consistent
through all of your company’s marketing, advertising and promotional materials
like print media. (Accessed from
at 13:20 on 11/01/18).

The main purposes of marketing communication normally is
used to notify, instruct or assist people both internally and externally from the
business. Marketing communication therefor must be tailored towards suiting its
specific audience (and target market) to be effective. Marketing communication
enables a small business to develop the skills and resources for reaching out to
people and interacting on a personal level with customers. This is important as
maintaining a communication connection creates a way to promote their products
and services and build brand awareness for their business. Every form of
contact that an enterprise has with their customers further establishes a solid
relationship, which can lead to greater overall revenue generation and business
security. (Accessed from
at 13:09 on 11/01/18).

2.1- Explain the purpose of
marketing communications-

2.0- Findings (task 1)

Marketing communications are the coordinated promotional
messages delivered through one or more channels such as print media. It is the
fundamental and complex part of a companies marketing efforts. These can be
described as all the messages and media you develop to communicate with
consumers and other markets. (Accessed from
at 12:58 on the 11/01/18).

The two businesses I have chosen in order to explain the
purposes of marketing communications are Nike and Children in Need, I have
chosen these two in order to show the difference in choice of marketing
communications, the purposes of them and how they contribute to the success of
achieving the marketing objectives and aims.

1.0 Introduction

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