51due英国论文代写精选paper代写范文：“Marketing Communication Analysis”本文主要讲述的是 根据恩格尔和罗杰D.布莱克威尔的观点，消费者行为是人们在获取消费和处置产品和服务时所采取的行动。消费者决策过程涉及需求前提，公认需求，信息搜索，预购评估，最终选择，消费和消费后评估的阶段。
Most of the time people don’t make purchase decision in a single moment. Every purchase decision is more or less the result of a combination of previous influences. According to JF Engel and Roger D. Blackwell, consumer behavior is the activities people undertaken when obtaining consuming and disposing of products and services. The consumer decision making process involves stages from antecedents of needs, recognized needs, information search, pre-purchase evaluation, final choice, consumption, and post-consumption evaluation .
Regarding a subjective personal introspection of a recent buying or consumption experience, the most recent product that I can think of is the dozen of Cokes I bought last week. Last week, as I went shopping for necessities at my house at the store near my home, I grabbed a dozen of diet cokes on the shelves thinking of something to drink at the family gathering dinner that weekend. It can be thought of a single purchase decision by me when shopping last time, however, marketing communications have played significant role in shaping and informing the decisions I made during the shopping process.
In terms of the background of the purchased product’s company, the Coca-Cola Company is the world's largest beverage company, which provides consumers with different choices of more than 500 sparkling and still brands and more than 3,800 beverages. Coca Cola offers a variety of 20 billion-dollar brands, including Diet Coke, Coca-Cola Zero, Minute Maid, Fanta, Dasani, Sprite, Powerade, and vitaminwater . According to the financial analysis segment of the Wall Street Journal, the annual sales of Coca Cola had reached 43,651 million US dollars until fiscal year 2015 with total profits of 7,351 million dollars, which surpassed the profits of all its main competitors
As I walked into the beverage region of the store, the first brand I thought of is Coca Cola. For a second thought, the product I would like to buy is the diet coke from Coca Cola. This desire for purchase may have triggered by the deep down trust for the brand, the good past experience of the taste of the product, or the expression of the brand’s ads and campaigns that left in my memory, or even all of these combined together. As a result, first and foremost, it can be indicated from my shopping experience that the successful brand image is the most evident element that have influence on my purchase decision. Brand image has been an important concept in consumer behavior. Conveying a brand image to a target market is a fundamental marketing activity . Through the introspection of my buying experience, Coca Cola has done fairly well in building its brand image since Coca Cola was the first brand that came into my mind when thinking about beverages. The world is changing fast nowadays, so does the consumers. In order to thrive as a business and serves to meet consumers’ standard, the Coca Cola Company sets the mission to refresh the world; to inspire moments of optimism and happiness; and to create value and make a difference. According to their mission, the company also defines its mission statement from six perspectives, people, portfolio, partners, planet, profit, and productivity. For people and portfolio specifically, the company aims to be an optimal place where people can be inspired to be the best and a company which brings a variety of quality beverage brands to best satisfy customer need and demand (Coca-Cola Company). Through communicating its mission and vision to customers through its integrated marketing communications, customers like me have more or less been unconsciously influenced by the brand and company through daily life and the influences can be shown from future purchase decisions.
The influences of the company to consumers’ purchase decision are analyzed through a mix of communications tools, including direct marketing and public relation or marketing campaign. Coca Cola also demonstrated and promote its brand image through the complex mix of communications methods. First, direct marketing leaves customer with impression and influence in a long lasting way. The most obvious example of Coca Cola Company is its advertising in the sports industry. Personally I remembered that I have seen the Coca Cola ads on the huge screen in the Staples Centre when watching the Los Angeles Lakers’ game. The connection of the product with the sports brand that consumers are fond of can have strong influence on the consumers. Also, Coca Cola partnered with other companies and events exclusively for promotion, including restaurants and sporting events. These kinds of marketing communication methods are the most direct while effective methods that have influence on consumers’ buying decision. Buyer behaviour is finally formed through a series of different elements from different perspectives and an integration of consumption experience. Through this process includes the syntactic dimensions of communication, product-related fantasies and imagery, and feelings arising from consumption (Holbrook et al, 1982). The combination of the Coca Cola products and sporting event just demonstrates this consumption logic of fantasies and feelings. Through linking the popular games or popular sports stars with the Coca Cola products, consumers are communicated with the product-related fantasies and imagery. From their love of a particular basketball team or a particular basketball star, and taken Los Angeles Lakers and Kobe Bryant for example, it is likely that the Coca Cola brand will arose the feelings of love or adoration of consumers towards the particular brand and product that is connected with the team and the star. The behaviour of people and of consumers in particular is the fascinating complex while dynamic result of interactions between internal feelings and the environment , and the advertising and direct marketing of Coca Cola demonstrates this dynamic influence of the experiential perspective to consumer behaviour. For my recent buying experience, it can be inferred that the basketball games a few years ago at the Staples Centre with the advertisement of Coca Cola and the consumption of Coca Cola that night as well as other games I watched on TV with the Coca Cola banners have played certain importance in shaping my preference towards beverage brand choices during my day to day life. It contributes to a small percentage of the final cause of the decision of my shopping experience. Not only does Coca Cola sponsored sporting events for connection and promotion, it has also aroused an interesting debate among people that whether Coca Cola invent Santa Claus. Santa Claus, big, jolly man in the red suit with a white beard, has been such a popular figure that people all know and love. The Coca-Cola Company actually began its Christmas advertising in the 1920s, and the first Santa ads were created back at that time. Through years of developing Coca Cola has helped shape the image of Santa Claus (Coca Cola Company). While buyer behaviour is finally formed through a long process of influences including the syntactic dimensions of communication, product-related fantasies and imagery, and feelings arising from consumption , Coca Cola not only arouses consumers’ preference through its connection with the Santa Claus character, but also communicates the message of love and sharing through the communication process with encoded message from the source to the receiver. Encoding is the transferring of the intended message into a symbolic style that can be transmitted. While successfully creating the encoding message of giving, sharing, and love with the Santa Claus character, the message communicated to consumers gain affection and trust. This also plays important role in shaping consumer buying behavior in future buying experiences.
Regarding the campaign promotions, the Coca Cola Company has held several sensational marketing campaigns recent years among the industry. According to my personal experience, one of the most influential marketing campaigns of Coca Cola will be analyzed for an example to demonstrate its influence on shaping and informing the decisions consumers made in the marketplace. The “Share a Coke” campaign earlier a few years ago that Coca Cola Company launched has had long lasting influence on consumers. The Coca Cola Company first initiated the “Share a Coke” campaign with the proposal of upgrading the cokes to newly designed bottle with personalized names on them. The original main idea of this campaign is to boost up the sales in the following years through the new design reaching to a personal level and also to further promote the brand and increase customer loyalty while attracting new consumers at the same time through this innovative campaign. The campaign also takes into account a message to be transmitted which is about sharing and love, which is a good point of business communication to consumers. With the company launching the “Share a Coke” campaign with the message of “celebrate your loved ones with personalized bottles”, the campaign became increasingly fashionable among people from nearly all over the world and spread among more than 70 countries during the development of the campaign. Since the campaign first started in Australia aiming to make progress to the low sales volume in Australia, the idea of the campaign originated from the research by Coca Cola in the Australia market. Australians are extremely egalitarian . While most teens and young adults loved that Coca-Cola logo was big and iconic, many Australian consumers felt that the company was not talking to them at eye level. Targeting to communicate effectively to the Australian consumers specifically and to influence their buying decision, the company initiated the proposal of the “Share a Coke” campaign to be influential in the target country Australia and to be sensational enough to capture the attention of the Australian consumers in the first place.
Following the logic of Coca Cola Company, they develop the campaign and successfully differentiate its brand among the huge food and beverage industry through an encoded message of giving every single customer a sense of specialness as well as care and love by printing the names on its symbolic bottles and communicating their value . Through the carrying forward of the campaign, the company continues transmitting their message to their consumers to stage by stage to a higher level. During the campaign, another innovative point and a successful way to communicate to consumers is that customers are encouraged to share their opinions and thoughts as well as interesting stories through posting stuffs about the “share a coke” campaign with the hashtag “share a coke” on popular social media platforms. Aiming to make an influence to consumers, Coca Cola Company adopts a variety of marketing communication tactics in order to reach the market. Media is defined as a facilitating instrument that suggests appropriate message within the operative constraints of people and space and is considered an effective component that facilitates marketing communication. Internet can be considered as one of the most important type of Medias nowadays with the most extensive use of modern people, and specifically the mass consumer base of the Coca Cola Company in this case. It is just the reason of the intensive use of internet social media platforms that helps the spreading and the promotion of the marketing communication of Coca Cola’s marketing campaign. The mass consumer base of the Coca Cola Company uses a variety of internet social media platforms including mainly Facebook, Twitter, and Instagram, all of which have millions hundreds of millions of users. After the first release of 150 designed bottles with personal names on them, Coca Cola also adopted a way of marketing communication of which they sent the designed bottles to celebrities first for them to break the news on social media in order to gain attention (Matthew Hepburn, 2014). As the message is communicated comes from a source that has authority and the trust of the customer, consumers are likely to be influenced and follow the trend in turn. As shown from the data by Coca Cola Company, there were 330 million impressions on Twitter within six months of the campaign launch. With the application of social media, the campaign was promoted to a more intense level resulting from the widely use of social media of their consumers and the influential power of popular social media platforms. The message of the value of the uniqueness of each individual as well as the idea of love and sharing among families and friends and even the unfamiliar people is transmitted to so many people who use the internet and the social media, and people who just heard of the event through verbal spreading that the influence even exceeded the original expectation. Personally, I shared a picture with the bottle of my name on it with the popular hashtag on instagram during the campaign. From my memory it has even become a cool and trendy thing to buy it and share it on the internet within that particular time period. A lot of people who don’t buy Coca Cola drinks took a first try during the campaign; people like me who buy Coca Cola drinks sometimes were active in taking part of the campaign and in trying something new and cool; and regular consumers of Cokes will absolutely strengthen their love to Coca Cola after this campaign. It is a fact that this marketing campaign worked successfully in the promotion of the brand and it absolutely underlay influences on consumers’ buying decision in the future. When I walked into the beverage segment in the store last week, I believe that this campaign happened two years ago had played some importance in shaping my final buying decision, both from the preference of the brand and from the familiarity and the acceptance built through these years of influences by positive marketing communications.
After the campaign, from the data collected it is shown that there has been more than 150 million personalized bottles sold (Coca-Cola Company). Except from the external influences as sales and profits, more importantly the company has also promoted its brand image and increased the customer loyalty of its brand. It increased the affection of its brand from mass consumers, and multiple consumers will be influenced from this influential campaign in their later buying experience through the establishment of the brand image, the message of sharing and love it left, and the influence power from the campaign.
The integrated marketing communication by Coca Cola Company has well established a consistent approach and created a longing for the product that by far “superseded the desire for that typically associated with a drink to quench one’s thirst” . In terms of the influences the roles of marketing communications of Coca Cola played in shaping and informing my purchasing decision, it can be well inferred that the brand image, the direct marketing, and the marketing campaign have integrated and played an important role in effective business communication as well as the influence towards my consumption experience.
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