Term Paper on "Communications Theory, Etc. How Communication Can Contribute"
Term Paper 3 pages (1059 words) Sources: 1+
[EXCERPT] . . . .
Communications theory, etc.How communication can contribute to marketing theory: What theories or ideas from communication can best inform marketing theory?
The problem with theories -- marketing or communications -- is that no one knows if they work or how they work until they attempt to employ them in real-life situations. In fact, when Coca-Cola offered "New" Coke two decades ago, it was a total failure. Was it the taste? Was it the way it was communicated? Was it the way it was marketed? In fact, in hindsight, it appears to be a classic case of replacing a viable product with one that the consumer did not want. In such cases, no amount of theory -- communications or marketing -- would move the product.
According to an article on the employment Web site, The Vault, Coke introduced New Coke because market research had discovered that consumers preferred the taste of Pepsi. A majority of taste tests showed consumers preferred the new Coke flavor to the old, but what was left out of the mix was this: "these tests could not gauge the emotional appeal of the "old" Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the 'old' Coke when they realized market share was falling and christened it Classic Coke" (Vault Web site, 2005).
The Vault also reported that Classic Coke's sales volume has increased 24% since 1984, and "Consumers became even more loyal to the brand after it was temporarily taken away from them."
However, that was twenty years ago. It must be assumed that a great
download full paper ⤓
Miller and Rose (1994) might suggest that it was ICAP (integrated communications: advertising and public relations) or IMC (integrated marketing communications) that causes Coke to continue to be the soft drink of choice nationwide, despite a plethora of other cola flavors from Pepsi to RC to Jolt and probably other regional products.
In fact, communications theory has long encompassed more than the words used to deliver a message. Public relations professionals engage in strategic planning, consumer behavior studies, creative strategies and marketing management as well as simply cranking out press releases to inform the public (Miller and Rose, 1994). They are well aware that, without being offered in an appealing context, information will end up in the trash, physical or digital, depending only on the whether the delivery method is hard copy or cyberspace and not on the quality or quantity of the message itself.
In fact, within the communications industry, the necessity of putting all communications into an identifiable and cohesive format has been so important since the early 1990s that a preliminary Task Force Report at the Association for Education in Journalism and Mass Communications (AEJMC) Conference suggested curricular integration of public relations with advertising and/or marketing (Miller and Rose, 1994).
Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media… READ MORE
Quoted Instructions for "Communications Theory, Etc. How Communication Can Contribute" Assignment:
3 pages essay on “how communication can contribute to marketing theory – what theories or ideas from communication can best inform marketing theory?”
You can go to the following direction:
Here is a paradox: Global corporations and its management are faced with the fact that there is both a national context (including political, religious and cultural) and an organizational context. The organizational context often seems small or insignificant in comparison to the context of doing business in a foreign country, spending the most amount of time dealing with those issues and ignoring the context that the organization presents to employees and that foreign country. While attending to the national context is critically important, failing to attend to an organization’s unique context can be fatal. Both contexts have to be dealt with conscientiously and continually if an organization is to thrive in a foreign country.
The case of Coca-Cola will have to understand the Chinese nation and its culture in order to do business effectively in that country, but the Coca-Cola Company culture must also be understood. For example, unlike rival Pepsi, Coke takes a very conservative approach to advertising. The successful advertising/marketing mix for Coke in China understands and pays deference to both the nation of China and the organization that is Coca-Cola. They must BOTH be taken into consideration. In fact, Nike, has frequently had a problem where its brash and sensational organizational style violate cultural sensitivities (Nike’s LeBron James ads that were banished from China for making fun of its culture)
You may choose some of the following as references:
Context-the Missing Theoretical Link for Communication
and Marketing
Pettegrew, L.S. (1988) The importance of context in applied communication research
Perry, J. L. & Rainey, H. G. (1988) The public-private
distinction in organization theory: a critique and
research strategy
Ring, P.S. & Perry, J.L. (1985) "strategic management
in publics and private organizations: implications of
distinctive contexts and constraints.
Carper, W. B. & Snizek, W.E.(1980) The nature and
types of organizational taxonomies: an overview
Knorr, K(1974) "Making the Scene."
G.R. Foxall (1999) The contextual stance
The Treatment of Context In Organizational Studies and Marketing
Miller, D., Droge, C. & Toulouse, J. Strategic Process and Content as Mediators Between Organizational Context and Structure.
Wong, G.Y.Y. & Birnbaum-More, P.H. “Culture, Context and Structure: A Test on Hong Kong Banks.
Bloor, G. & Dawson, P. Understanding professional culture in organizational context
Weick, K.E. An Appreciation of Social Context: One legacy of Gerald salancik
How to Reference "Communications Theory, Etc. How Communication Can Contribute" Term Paper in a Bibliography
“Communications Theory, Etc. How Communication Can Contribute.” A1-TermPaper.com, 2005, https://www.a1-termpaper.com/topics/essay/communications-theory-etc-communication/2623337. Accessed 5 Oct 2024.
Related Term Papers:
Non-Verbal Communication Since Time Immemorial Research Paper
Non-Verbal Communication
Communication since time immemorial has remained one of the most substantial and crucial process on a constant basis that refers to transferring of the information from one person… read more
Research Paper 9 pages (2897 words) Sources: 8 Topic: Communication / Speech
Business Communication the Business Environment Is Analyzed Literature Review
Business Communication
The business environment is analyzed by numerous research studies that intend to understand the rules that determine business behavior, its factors of influence, and some of the most… read more
Literature Review 12 pages (3383 words) Sources: 30 Topic: Communication / Speech
Small Group Communication Research Proposal
Small Group Communication
The issue of group interaction and dynamics is one that has many variables and depends on the particular situation and stresses and strains that the group experiences.… read more
Research Proposal 10 pages (3392 words) Sources: 4 Style: APA Topic: Communication / Speech
Life in College Throws Communication Challenges Essay
Life in college throws communication challenges in my face the whole time. I have to learn how to deal with my classmates -- and some of them are a mixed… read more
Essay 5 pages (1849 words) Sources: 4 Topic: Communication / Speech
Customer Service, Communication Theory Research Paper
I just want to get to my room."
Samantha: "I don't see a reservation for you -- can I just get the spelling of your name to make sure I… read more
Research Paper 6 pages (1887 words) Sources: 12 Style: APA Topic: Communication / Speech
Sat, Oct 5, 2024
If you don't see the paper you need, we will write it for you!
We can write a new, 100% unique paper!