Marketing Communication Activities Essay Example | Topics and Well Written Essays - 3250 words

Marketing Communication Activities - Essay Example There, are three most important features that define marketing communication landscape namely media fragmentation, audience fragmentation and restricted budgets. Therefore, companies must be able to understand how these changes shape the industry in which they operate and provide an effective respond in order to remain relevant and competitive. This paper will start by analyzing how different forms of fragmentation such a media and audience affects the marketing communication landscape in a theoretical perspective. It will then examine how Ford Motors is responding to the recent changes having been brought about by media and audience fragmentation, as well as restricted budgets. Media and audience fragmentations are arguably the most widely observed impacts of digital media. Digital media has led to the emergence of many forms of media through which information can be accessed and disseminated which, in turn, has made consumption more distributed (Yim 2003, p.114). Whereas some peopl e are happy about the changes brought about by digital media, some are wary of its consequences. However, the widely acknowledged fact is that fragmentation brought about digital media has particularly affected the traditional forms of media most of which have become bleak as the audience moves towards the digital age. Webster and Ksiazek (2011, p.14) argue that fragmentation is a product of the interaction between audiences and the media. In this regard, socialist Anthony Giddens formulated a theory known as the ‘theory of saturation’ in 1984 in an attempt to explain the function of the media setting (Wbster 2011, p.41). The theory hypothesized that the media setting is jointly constructed based on the interaction between agents and structures-something Gidddens... This essay starts by analyzing how different forms of fragmentation such a media and audience affects the marketing communication landscape in a theoretical perspective. It then examines how Ford Motors company is responding to the recent changes having been brought about by media and audience fragmentation, as well as restricted budgets. It is stated that marketing is indeed a very important activity that no company can do without. This is because it is through marketing that consumers are informed and persuaded to buy the products offered by a company. Without marketing probably targeted consumers may not know of the existence of a product or services offered by a company. However, the growth of the digital media in recent years has impacted hugely on the various traditional marketing communication modes adopted by different companies for reaching out to the audience such as TV, radio, and newspapers. This is because the growth of digital media has resulted in media and audience fr agmentation, which have shaped the marketing communication landscape. In this regard, the emergence of new media forms such as the Internet and PVR has shifted advertisers from the traditional modes of advertising because few people still rely on these traditional media for information. This has forced many companies to respond appropriately to changes in order to remain relevant and competitive as has been witnessed with Ford. Certainly, it’s an appropriate response has made it remain one of the giant automobile companies in the U.K.