Examples Of Innovation And Marketing Communication In Various Industries, Essay.

The factor of compatibility was used by Apple’s iPod when Steve Jobs was introducing it into the market. iPod succeeded in adopting this factor by means of a few steps. iPod was able to integrate the concept of music player with the help of FireWire, the conduit that helped move the music from a Mac to the iPod. The interface was simple to use and compatible with PCs. The iTunes Music Store was successful in bringing the record store to people’s living room (Johnson et al.2012).

Computer word-processing programs in the 1980s and early ’90s, WordPerfect and WordStar demonstrated elements of relative advantage over the existing products of contemporary times. At that time, most of the offices were using typewriters, which used to take up a lot of space and were performing only one function. With time as computers became more popular, users left typewriters forWordPerfect and WordStar, which made the relative advantage obvious.

2. Coca Cola’s Coca-Cola TV Project is a good example of a persuasive direct marketing campaign. The campaign directly engaged with the users by means of social media infrastructure and big data. The Coke TV Project was given so much importance due to it being a prototype of the news advertisement model – SocialTV. Coke’s SocialTV goes directly to consumers, while bypassing any form of middleman. With this campaign coke had aimed to reach the youth market while combining in a large-scale marketing initiative the exclusive capacity to distribute and upkeep live broadcasts in a strong and appealing online social and mobile experience. The campaign was able to appeal to me because of its ability to gratify the requirements of big time marketing and advertising executives (Furrier 2012). Since I am a huge music aficionado, the Project’s top tier content like the Paul McCartney concert completely grabbed my attention. Coca Cola is bringing a revolution in the manner of reaching the youth market.
3. H&M, a fashion retailer with worldwide stores recently made use of their website coupon strategy for driving sales to their stores. It is a beneficial strategy for H&M according to the marketing team as their several locations are in extremely accessible areas. One of their advertisement was inviting customers with a button to “Find Your Nearest Store” and leading them to “Save on Style! Get a $5 Coupon When You Make A Purchase of $30 Or More! Offer Valid in Canada Only.” H&M’s goal in using this coupon was to clearly drive the traffic in their stores and encourage consumers to repeat purchase.For ubiquitous retailers like H&M such kind of strategies are effective, but the case is not the same for smaller retailers. Encouraging traffic into the stores can poach the online sales, which can turn out to be risky since many customers might not be able to follow through and the store traffic is lost along with the website purchase (Wang and Jing 2015).
4. I would definitely try the coupons available on Coupon.com.au. Every single day they offer the most exceptional discounts. They find and offer their customers the most wonderful discounted coupons that range from restaurant and bar deals to spa treatments and holidays, and many more.Coupon websites like this one are an effective tool for attracting and repeating customers. Coupon codes websites are extremely helpful in moving stock that won’t sell. They are a good way of showing appreciation to the loyal customers. Building customer loyalty with automatic discounts or waiving shipping fees on first purchases really help making lifetime customers for the brand.These websites area a great way of conducting brand promotion too. The potential pitfalls in such strategies is that a brand can be negatively affected if they are not careful in lowering the prices. At times it is unadvisable to lower prices and instead it would be better to devote the energy in providing good service and an overall brand experience.
5. Messages of advertising campaigns and publicity have two distinct but relative impacts on advertising brand recall. One is a facilitative effect on brands that are publicized and an inhibitive effect on non-publicized brands. Potential inhibitive effect on brand recalling is that the pre-exposure of publicity suppresses the retrieval of other non-publicized brands, which in any other case would have been retrieved (Jin, Suh and Donavan 2008). In case of list-strength paradigm, strengthened products are recalled before than non-strengthened ones. List-strength paradigm also displays that is a constant inhibitive impact in free recall (Jin, Suh and Donavan 2008).
6. Every individual has different agenda for attracting the attention if the public. Most of them attract the attention for their own selves, or their product or services for making more sales. Individuals and businesses solve this concern by means of advertising or promoting the benefits of their products and services to the target market segment. However, if customers get to know that the quality being offered to them was not good, or the companyengages in unethical behavior, it would negatively influence their buying behavior.Therefore in cases of companies and brands, all forms of publicity is not a good publicity. On the other hand, in certain situations, most or even all publicity is good publicity. This works in cases where the target audience expects something from the business or individual. It is also good for a business or individual if they are not known at all, provided all the attentions are not negative. Therefore, there is not definitive way of answering this question.
7. Bad publicity happens. However, the best way to solve such situations is to provide an ideal public response effectively to counter the situation. In this case, as a response to the criticisms expressed by an ex-employee on media, the first step would be to acknowledge the situation and clarify what actually occurred. Then it should be conveyed that how earnestlythe bank honors public concerns regarding the issue. The statement requires to be honest, fair, and complete and appeal to the audience’s point of view. Instead of making inflated promises, the correct way would be to promise repairing any genuine fault if identified and continuing communication regarding the progress. This would show to the public that the organization would go to any lengths. Including a little bit of creativity and sense of humor in the response would go a long way in dealing with this situation, making people see the organization in a positive light. No way should the bad publicity be allowed to win over the organization (Thwaites et al.2012).
8. Nike’s “Find your greatness” advertising campaign attempted at trying to differentiate itself by suggesting that the notion of greatness and achievements are not just reserved for a selected few. Instead it is something that everyone is capable of. The campaign seeks to inspire people in their individual achievements. The people would be a part of the mission would be encouraged into sharing their activity and achievements via social media. The story of the campaign struck a deep emotional chord with the viewers due to many reasons. The public could relate to the story, as more and more people today are suffering from obesity and most of them are children. Using a real person and referring to serious issues inspired people to look for their own greatness. People’s reaction was favorable for the campaign, with well wishes coming for the boy Nathan (Mail Online 2012).
9. As a reputed University, RMIT must not shy from championing causes that other organizations or institutes would most likely shy away from. They can team up with ReachOut Australia to support victims of domestic violence and avoid the crime from happening in future. The campaign can inspire other universities too to engage in similar partnerships for a just cause and societal development. The key aim would not be to raise money for the cause, but to raise awareness about domestic violence. The main cause related marketing product can be articles and posters in the university’s magazines and publications that are both available online and in book stores. The campaign would require an arresting message, and alongside donating£1.50 per sale, RMIT should include a complimentary 'Survivors Handbook' for ReachOut Australia and perform researches into attitudes towards domestic violence, displaying commitment towards handling the cause instead of categorizing it just as tokenism.
10. Ikea’s flat packaging strategy is famous all over the world for being an effective way of cutting waste and optimizing. The association inspires not only its shoppers with moderately priced, fantastic furniture, furthermore contenders and organizations across the globe – principally with its special supply chain and stock administration tactics. Most IKEA furniture is composed and vended in pieces for the shopper to collect. The pieces are put into easy and nifty, flat packages for negligible effort transportingas they exhaust less space in trucks, expanding the measure of items that can be dispatched. The extraordinary packaging also consumes up less room in stockroom receptacles and holding racks, allowing for more space to stock extra things for demandconsummation. What the business spares in fuel and stocking expenses is passed on to consumers (Jie and Cheng 2012).

Cadbury is another brand that repeatedly innovates its packaging as a form of marketing communication. They have investedin heat sealed or flow pack packaging to offer their consumers products that have high resistance to infestation from improper storage.

11. Storyboarding in television commercials are great for experimenting with modifications and change to better the commercial. They help planning in advance, allowing people to brainstorm together and place their ideas. However, it has its own set of drawbacks. The disadvantage of using storyboarding lies in the concern that it tends to bound the final product, making it end up being very linear. Additionally, numerous affordances of online media can't be effectively be caught in the storyboard arrange. For instance, if the commercial making knowledge changes relying upon the decisions of the marketer (commonly database-driven marketing applications) it can be extremely hard to show in storyboard design. It is additionally difficult to catch web based marketing that has social communication amongst buyers and specialists. Thus, numerous instructional creators have moved to utilizing rapid prototyping as visual portrayals rather than storyboards (Mou, Jeng and Chen 2013).

References

Furrier, J. 2012. Coca-Cola and Procter and Gamble Lead the way into the New Advertising Era of SocialTV...A Money Machine. [online] Forbes.com. Available at: https://www.forbes.com/sites/siliconangle/2012/06/12/coca-cola-and-procter-and-gamble-lead-the-way-into-the-new-advertising-era-of-socialtv-a-money-machine/#2f421b941412 [Accessed 16 Jun. 2017].

Jie, W. and Cheng, T., 2012. Enlightenment of IKEA Globalization Strategy on the Cultivation of Modern Design Personnel. Journal of Landscape Research, 4(12), p.62.

Jin, H.S., Suh, J. and Donavan, D.T., 2008. Salient effects of publicity in advertised brand recall and recognition: The list-strength paradigm. Journal of Advertising, 37(1), pp.45-57.

Johnson, K., Li, Y., Phan, H., Singer, J. and Trinh, H., 2012. The Innovative Success that is Apple, Inc.

Mail Online. 2012. Revealed: The 200lb 12-year-old star of Nike's controversial new ad... and how he is now hitting the gym to lose weight. [online] Available at: https://www.dailymail.co.uk/news/article-2185150/Find-Your-Greatness-advert-Story-200lb-jogging-boy-Nathan-Sorrell-new-Nike-ad-charmed-America.html [Accessed 16 Jun. 2017].

Mou, T.Y., Jeng, T.S. and Chen, C.H., 2013. From storyboard to story: animation content development. Educational Research and Reviews, 8(13), p.1032.

Thwaites, D., Lowe, B., Monkhouse, L.L. and Barnes, B.R., 2012. The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), pp.663-673.

Wang, M. and Jing, X., 2015. The Study of Sales Promotion and Compulsive Buying. Journal of Management and Strategy, 6(2), p.105.