Table Contents
Introduction………………………………………………………………………………………..3
Mad Men and Marketing Communication……………………………………………………………….3
Marketing Communications Message……………………………………………………………..4
Marketing Communication Methods………………………………………………………………7
Marketing Communication Media…………………………………………………………………9
Conclusion and Summary………………………………………………………………………..10
References………………………………………………………………………………………………….11
Appendices…………………………………………………………………………………………………12
Introduction
Mad Men is a television show that has been there but now needs to increase the number of viewers. However, there are emerging advertising approaches that need critical consideration for AMC to succeed in its mission. At the center of sound marketing strategy is the need to identify important factors in the direct marketing plan for this show. Being a television show that has been in the market for some time, reorganizing the marketing plan will incorporate additional funding and technical input and social environment concept for its increased fan base. There various concepts in marketing that influences the outcome of the efforts put towards rejuvenating the popularity of this show among viewers. In the case of this show, it is relatively demanding due to the long-standing existence in the market. It will require in-depth marketing communication skills to improve on the outcome of the new plan. The contemporary changes in socio-economic and political structure may not be consistent with the way of presentation in the show. According to the past experience of AMC, United Kingdom demographic characteristics reflect diverse social demands that are important to take into consideration in order to attract more viewers for this television show. This film exhibits the culture of the United States in the early 1960s and 1970s which has significantly changed and will be relevant to the UK market (Bergh & Behrer, 2013; 45-7). However, the feasibility of the new marketing plan is pegged on the relative connection of the past and the current as far as culture is concerned. It explores various social issues that remain relevant to contemporary society including sex, alcoholism, suicide, murder, among other social ills.
Mad Men and Marketing Communication: Target Groups
The target audience factor is significant in achieving the desired goals for which the advertisement is meant. This television show addresses issues that mean different sides of life across the female within age brackets of 35-45. It covers the entire female population of the stated age group, but perception and preference vary in terms of thematic presentations and style of performance. The issues of central concern in this literary work explore a wide range of social concepts that influences daily life of the female fraternity. The middle class and elite are the main target audience as the issues featuring in this work surrounds their socio-economic and political environment (Tuten, 2012; 87). Previously, the show acted as a mirror to the society in terms of the prevailing cultural characteristics of contemporary society. It captured the behavior of the businessmen, politicians and other leaders in the society. This means that the current socio-economic development is a result of their historic contribution and the future might as well be defined from this basis. The current emergence of several social-related dynamics experienced UK affects women. The target audience has access to diverse media, and this significantly boosts the chances of success to the advertising this show in UK. The female aged 35-45 is a struggling group that seeks to reconcile future with the present in terms of sex life, business, alcoholism, smoking, among others (Tuten, 2012; 67-9). The marketing communication to be used has to incorporate the modern language and relevant diction that matches the contemporary social behavior of the aforementioned target group.
The female take a central interest in this target market group as the issues tackled is a true picture of their problems. For instance, sex agenda and indulgence in alcoholism is slowly getting to the woman folk hence the relevance of this show. In other words, marketing communication for this show in the UK market focuses on a multi-faceted approach which adopted standardized presentation on various media (Thorson, & Duffy, 2011; 145). The market niche of this product is large but tricky to penetrate since the past marketing approaches have been exhausted and reached near optimality (Chitty, 2011; 101-2). It is, therefore, important that all the above-discussed factors are assessed for successful implementation of a better marketing communication plan for this television show in UK.
Marketing Communications Message
An effective marketing communication message, in this case, would be a shorter and convincing thematic focus on the film. For instance; “mad men, the show of all time” will make more sense and provoke the interest of people in regard to its content.
Advertisement
Advertising will be paid for and sought from local television media channels, radio stations and newspaper front pages of local dailies. It has advantages that include ability to reach a large audience, offers high degree of control, cost per contact are low due to ability in reaching large audience, is very good in creating mass level awareness, and offers plenty of flexibility. On the other hand, it has its disadvantages that include being low in persuasion and in influencing behavior, low in credibility, and it is normally expensive, hence, it requires large investment (Smiciklas, 2012; 25).
Sales Promotion
Sales promotion offer on this perspective stands out effective as it will shake the market and increase the attention of clients towards viewing of this show. A better sales promotion offer, in this case, will include coupons, samples, discounts, competition, loyalty programs for the target market. It has the following benefits; it is very strong in persuasion, is less expensive than advertising, and offers the greater capability to be targeted at specific audiences (Smiciklas, 2012; 67). The main drawback for this method is that it requires lager allocation of resources hence expensive.
Personal Selling
Personal selling will be used through sending out agents to distribute the production of the show to the targeted female clients. The advantage of this will include two-way flow of communication between a buyer and seller and a face-to-face or real time encounter (Gerber, 2008; 65).
Public Relations
Public Relations will be used by employing young ladies who have good communication skills to meet ladies in social places like exhibitions and trade fairs besides setting up a call center for customer service. It has the advantage of being perceived as highly credible by target groups and can be used to reach mass audiences (Gerber, 2008; 41). However, it requires financial input and training of the personnel to offer the service.
Purpose of Marketing Communication Plan
The marketing communication will serve to won many prospective clients and add interest to the existing customer base. It is important that the film distribution focuses on the message so that the audience can form a strong bond with it. The outward picture of the message promotes the level of appeal to the clients. In any marketing communication plan, the message strategy is the fundamental basis of a desirable outcome (Smith and Taylor, 2006; 68). This needs to be strong, and the marketing plan will turn out to be a great success. This concept consists of the positioning statement and a few points that support the central idea.
Execution framework
The execution framework to be used will include dramatization. This will be possible when parts of the show are frequently highlighted to catch the attention of the viewers. An informative approach will entail placing all the important information on marketing tools to the target market (Terence, & Craig, 2013; 45-6). This will considerably influence the psychological interest of the viewers. Testimonial presentation by a group of models will catch the attention of the prospective customers hence boost the number of viewers.
There will be consistent execution of the same message across the market for it to be more appealing and effectively taken in. Mad Men‘ advertisement of Don Draper meets Don Draper is a typical example of resonating message that will initiate expansion of customer base (Chitty, 2011; 57-9). The position statement contributes to the central theme for the entire marketing activities of any product or service. It must possess some characteristics to ensure that the outcome is close to the predetermined targets. The statement will be short and a declarative group of words that emphasize the target market’s main problem.
Pictorial Advert:
Marketing Communication Methods
AMC will allocate manpower and financial resources for different marketing communication methods. This tool’s flexibility is critical to effective management and execution of the attraction of the customers. Owing to the female age group targeted amid changing socio-economic policies across the UK, advertising remains efficient and useful to the company and the prospective customers. Various marketing communications will be used by for advertising including visual, written materials and music so that many customers can be netted.
Visual Media
Visual media will be used as it yields a very strong impact on viewers and is able to create lasting impressions. Images of people acting and others enjoying the product, videos of the previews of the show will effectively catch the attention of the target market. It is worth to note that when using such communication tools that potential clients may not be absolutely attentive. Some segments of the Customers base may view television advertisement and online videos while undertaking other tasks, and Internet-surfing clients often go through the content without getting into detailed issues (Gerber, 2008; 78-9). Under normal marketing campaign efforts, it is important to note that people tend to create a longer association with what is seen than seen. Pictures and images of people enjoying on newspapers, magazines, and leaflets can be distributed through contracted shopping malls and supermarkets as this make more sense and attract more attention (Rossiter, 2011; 98). Due to the financial input required by the AMC to improve the revenue collection, this television show stands better chances of performing in the UK market. There is a need for control in terms of all the activities towards marketing the madmen show.
Written Words
Written Word will be used as the other option in this respect as it constitutes all the desirable factors that will deliver a perfect outcome. In this case, billboards will be erected at the roadside, journals papers, buying space in magazines which are liked by women. Production of written messages offers such a possibility and therefore serves the appropriate approach. The increasing size of the market cover in which the show is targeted requires mass level of awareness (Chitty, 2011; 109). It is critical in terms of reaching any customers especially in this time of mass communication explosion. It is imperative that more efforts are put towards print media so that better administrative activities can be easy. A larger audience in waiting is will be accessed through advertising, and this is important for AMC, which have been the lead marketing company and agent for madmen.
Music Tunes
The Power of Music will be sought by allocating some money as it cannot be underrated in respect to this product as it has significant influence the greater part of the target market (Powell, 2013; 55). It will be used through hiring a musician to recite a nice tune alongside the advertisement of the show. The female customers are obsessed with anything music and blending this advertising with it will attract the attention of many such viewers. For instance, radio and television networks are characterized by many advertisements that are backed up with music. If the new series or episodes of this show are supported with musical tunes, the larger proportion of the target market will be captured. According to Middleton (2011; 56), attractive marketing communication must include the important aspects of the message and the strength it has towards convincing the target audience. In essence, different members of the target market prefer different communication methods and strategic application of the various options available.
Marketing Communication Media
The media is a central player in determining the success of this television show. In this period of information communication technology, the choice of media will define the direction of sales.
Electronic Media
Electronic media will be used by applying and paying for a television advertisement every day. AMC will set a website on line which is always indicated on the browser when people are surfing the internet. There is increasing access to the internet by women of age 35-45years hence effectiveness of using websites to boost the performance of the show (Gerber, 2008; 143). In the real sense, frequent browsing and massive use of internet in various administrative and formal interactions place potential in this media. Apart from this, it can be seen that a greater percentage of the population can access television. On top of being visually impressive and widely preferred, it can be noted that much interest is on this medium of mass communication.
Print Media
In addition to this print media is gaining popularity and effective in terms of what population coverage. Magazines, newspapers and even billboards are significantly contributing to larger market command. In this respect, AMC will consider spending a considerable amount in the overall expenditure in print media where images of viewers and some popular actors will be featured on the cover page of various print media. The aforementioned concepts surrounding communication strategy and methods of communication is backed up with the two media. It is critical to adopt intensive electronic media and printed materials on the series of this show if other customers are to be convinced in viewing it. A proportionate blend of the two media will define the success of the show among the female target market (Arnott & Fitzgerald, 2000; 97-8).
Conclusion and Summary
It can be concluded that the success of Mad Men show in the market is a function of several factors that call for better strategies. Blending sound marketing communication plans with appropriate methods will be critical in the overall achievement of the set goals. In advertising, the overall cost per contact with the target group is low as it can reach a mass of people at relatively lower per-unit cost. A budgetary allocation of visual and images method of marketing communication can be estimated as television=£1.8 million, internet website=£1.2 million, digital billboard= £0.6 million. The communication objectives of this television show are to increase awareness among new potential customers in the UK and improve understanding of the existing customers on the prospect of additional episodes in the future. Billboards with images may cost an approximate £0.3 million. It is even more important to blend various concepts in a society that now has a mixture of cultures, beliefs, age groups among other demographic characteristics. This means a better approach in capturing all the diverse components of the audience to the madmen film.
References
Arnott, D., & Fitzgerald, M. 2000. Marketing communications classics: an international collection of classic and contemporary papers. London, Thomson Learning.
Bergh, J. V. D., & Behrer, M. 2013. How cool brands stay hot: branding to Generation Y. London, Kogan Page.
Chitty, W. 2011. Integrated marketing communication. South Melbourne, Vic, Cengage Learning.
Gerber, K. 2008. Marketing communication. Cape Town, Pearson Education South Africa.
Middleton, S. 2012. What You Need to Know About Marketing. Hoboken: John Wiley & Sons.
Powell, H. 2013. Promotional Culture and Convergence: Markets, Methods, Media. Routledge.
Rossiter, J. R. 2011. Measurement for the social sciences: The C-OAR-SE method and why it must replace psychometrics. New York: Springer.
Smiciklas, M. 2012. The power of infographics: Using pictures to communicate and connect with your audience. Indianapolis, Ind: Que Pub.
Smith, P. R., & Taylor, J. 2006. Marketing communications: an integrated approach. London, Kogan Page.
Smith, P. R., Pulford, A., & Berry, C. 1999. Strategic marketing communications: new ways to build and integrate communications. London, Kogan Page.
Terence, S, & J. Craig, A. 2013. Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage Learning.
Thorson, E. & Duffy, M. 2011. Advertising Age: The Principles of Advertising and Marketing Communication at Work. Cengage Learning.
Tuten, T. L. 2012. Advertisers at work. [New York], Apress.
Appendices
- Budgetary Allocations
| Marketing Communication Methods | Budget allocation in pounds (‘000,000’ £) |
| Television | 1.8 |
| Internet website | 1.2 |
| Digital billboard | 0.6 |
| Billboards with images | 0.3 |
| Power of Music | 0.4 |
| Written work | 0.7 |
| Total | 5.0 |
- Timeline for the Proposed Marketing Activities
| Communication methods | Timeline |
| Advertisement | 4 weeks |
| Sales promotion | 3weeks |
| Personal selling | 3 weeks |
| Public relations | 2 weeks |
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