Marketing communication: principles and practice

WHAT DO YOU THINK?
1 According to Vickers’ levels of communication analysis, we could
imagine such communication objectives as: connect, inform, persuade,
learn, invent. Think through other appropriate objectives and list them
with a brief explanation of the associated circumstances in which they
might become part of the marketing communication plan.
2 Schultz 
et al
. (1993) suggest that marketers spend far too much time
talking about themselves. What do they mean by this?
3 What distinguishes a communication objective from a marketing
objective?
4 Why is ‘marketing’ taken to be synonymous with promoting product
sales by so many people?
5 ‘Strategy follows objectives.’ Explain.
6 Why is VHI investing so much money and effort into their new brand
campaign? Who will benefit from this?
7 How, in practice, can marketing communication strategies be linked to
marketing strategies that contribute constructively to business strategy?
8 Write an outline task list for marketing planning in a business with which
you have contact.
9 List as many marketing communication objectives as you can think of
and separate out those that are really specific to advertising. What does
this tell you about the scope of marketing communication?
10 Design a communication objectives statement for those communication
subsystems that are necessary to contribute to the marketing system in
terms other than immediate sales.
FURTHER READING
Best, R. J. (2000) 
Market-Based Management: Strategies for Growing Customer Value
and Profitability
, 2nd edn, Upper Saddle River, NJ: Prentice-Hall, chapter 10.
Kotler, P. (1982) 
Marketing for Non-Profit Organizations
, 2nd edn, Englewood Cliffs,
NJ: Prentice-Hall.
Leiss, W., Kline, S. and Jhally, S. (1986) 
Social Communication in Advertising: Persons,
Products, and Images of Well-Being
, London: Methuen.
Schultz, D. E., Tannenbaum, S. I. and Lauterborn, R. F. (1993) 
Integrated Marketing
Communications: Putting It Together and Making It Work
, Lincolnwood, IL: NTC
Business Books, especially chapter 4.
Vickers, G. (1984) 
Human Systems Are Different
, London: Harper & Row.