Marketing communications Essay Example | Topics and Well Written Essays - 2500 words

Marketing communications - Essay Example So now there is a desperate need to introduce, develop and implement various marketing communications tools in order to cater for the needs and influence the buying patterns of this ‘average bloke’ group. For any marketing plan to be successfully implemented, we first need to evaluate all possible communication tools and methods to promote the product. Next we need deduce what communication tools would best work for the product, and influencing the consumer to the maximum potential as well. Although women aged between 30 to 50 years are properly segmented and targeted, this is not the same for men of the same age group. First we need to construct a profile for the ‘average bloke’, defining their traits and personality characteristics. ‘Average Bloke’, tend to purchase based on their experiences. They buy the product based on quality mostly, and can easily compromise over quantity. Average bloke don’t waste time in buying a product, and wi sh to acquire the maximum information about a product in the least amount of time. Furthermore, average bloke recommend purchase decision based on WOM (Word Of Mouth), which is mostly preferred from family members and friend’s circle. Average bloke also spend less time on shopping as compared to women of the same age group, hence it can be deduced that for the average bloke time is of value. And if the purchasing time is less, the amount of satisfaction derived is the greatest. Average bloke, mostly feel that marketing strategies are just aimed at fooling the consumers into buying a useless product, hence the campaigns used to influence them should portray traits of sincerity, devotion and loyalty towards the consumers. Lastly we can also induce into the profile that average bloke require a strong, lasting and rational relationship with the brand, not just a temporary one. Marketing strategies consists of the marketing mix, which

Links between Taste, Consumption and Social Class Essay

Links between Taste, Consumption and Social Class - Essay Example In fact, it is clear that the views and the preferences of people in a particular social framework are aligned with the trends that the media have promoted within the specific area. It is in this context that the relationship between taste, consumption and social class would be evaluated. In the literature, different approaches have been used for highlighting the interaction between taste, consumption and social class. The views of Bourdieu on this issue are analytically presented in this paper. Emphasis is given on the perception of Bourdieu that taste and consumption are closely related to social class. The review of the literature referring to the specific subject reveals that taste and consumption are indispensable elements of human behaviour. Their relationship with social class can be strong no matter the existing social and political conditions; however, each one of these elements cannot be exist outside a consumption society, since it is only within such society that the cons umption needs of individuals can be addressed. 2. Taste, consumption and social class in theory and practice 2.1 Bourdieu on taste, consumption and class In order to understand the views of Bourdieu on key sociological objects, such as taste, consumption and class, it would be necessary to identify the methodology of his work. Bourdieu avoided using the views of a specific sociologist for explaining human behaviour. Rather, he used to employ common sociological rules. From this point of view, it would be a mistake to use the views of well-known sociologists, for instance Marx or Durkheim, in order to understand the thoughts of Bourdieu on key sociological objects (Wright 2005, p.82). Moreover, Bourdieu preferred to combine theory and research. In other words, it was necessary for his views to be tested in real conditions. In this way, the effects of the views of Bourdieu on society and human behaviour have been checked as of their relevance to real life. At the next level, the views of Bourdieu are checked using qualitative and quantitative data; this type of research methodology increases the credibility of the assumptions produced, highlighting the appropriateness of these views for the explanation of daily social phenomena. The above issues are quite important in order to explain the methodology of work in this paper: the views of Bourdieu on social class, taste and consumption are presented and evaluated, as of their relationship to many aspects of social life. At the next level, these views are tested as of their relevance to current social conditions. Examples are used for indicating the value of the theories of Bourdieu in practice, with reference especially to the social trends that characterize the modern societies. At a first level, reference should be made to the views of Bourdieu on social class. Then, its relationship with taste and consumption, as justified through the views of Bourdieu, can be understood. In opposition with other theorists who s tudied the specific issue, Bourdieu avoided making a clear distinction between classes in society (Wright 2005, p.85). This practice is explained as follows: Bourdieu did not want to relate his theory with politics, a risk which would be clear if the differentiation among classes would be used as the basis of the theory of Bourdieu. Moreover,