Marketing communication: principles and practice



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73 Marketing communication principles and practice Richard J Varey

WHAT DO YOU THINK?
1 What is lost in abandoning the traditional linear model or conduit
metaphor for human communication? 
2 Why has a mass communication basis for marketing communication
passed out of currency?
3 Today, technologies for communicating are high on the management
agenda. The content of communication media is referred to as
‘communications’. Explain how this conception and terminology can
be unhelpful.
4 In what circumstances would a transmission model be helpful in
supporting marketing management?
5 Review your working situation. Tabulate some examples of activities and
actions than can be explained by the transmission model and others
that require a cultural model of communication. What implications does
your analysis have for management?
6 Diesel advertising is standardized and used in all its country markets.
Comment on this policy.
7 Attempt to explain the notion that all marketing communication is
intercultural.
8 How do you communicate with product providers? Do they understand
your communication needs?
A C O M M U N I C A T I O N C O N C E P T
39
to the Diesel market position are: quality, fit, fabric, and image – hip, cool, edgy. Careful
market segmentation in each country has revealed similar lifestyles and ideas about fashion
wear. Analysis of trends in habits and preferences in the most active markets has enabled
careful tailoring to local product demand differences.
Advertising appeals to the intellect and teases the senses. Recently, advertisements for
jeans have celebrated the bizarre in poking fun at convention and what are taken to be normal
situations. For example, in one ad humans are shown serving a roasted girl to pigs sat at a
table covered with exotic foods. The autumn/winter 1999 collection was launched under
the banner of ‘The Luxury of Dirt’. Diesel advertising doesn’t preach and avoids the earnest
messages of Benetton. Diesel messages are more direct and heavily ironic. Diesel wearers
react to the naughtiness with ‘whatever!’
Founder, president, and designer Renzo Rosso explained, ‘we give them [consumers] a
free interpretation of what they want. We are not pushing like everybody did, especially in
the eighties.’ People want to wear the style and accomplish the associated attitude. Victorian
outrage and decadent, Oscar Wilde said it all: ‘In matters of great importance it is style not
sincerity that counts.’
Professor Philip Kotler in 1996 wrote a case study bearing the title ‘We’re all different.
But aren’t we all different in the same way?’. This is surely the positioning slogan of the Diesel
brand.
(See www.diesel.com and http://ukstore.diesel.com)


9 Write a short essay on ‘marketing communication as a conversation’.
10 The Diesel advertisers have claimed to have abandoned the expectation
that they can persuade people to buy their products. Why then spend so
much money on advertising?

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