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Instagram Grid in Black and White Tan Simple and Minimal Style

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Advertising is a form of marketing communication, employed to encourage, persuade, or influence an audience ((Jafari, 2014). Similarly, Fill cites that advertisement is conducted by the use of mass media to persuade an audience (Fill, 2023). The designed advertisements used to promote walkies for Cynthia are posters, flyers, and radio, as these will be the most effective in reaching our proposed demographic of dog owners, families, and people between the ages of 35-50. The use of both lean and rich media will capture our audiences attention, as our advertisements will be distributed in both local and surrounding areas, for example pet shops and country parks. Jackson states that a memorable experience is one that is integrative and in cooperation with consumers (Berridge, 2007). This will enable us to build a rapport with consumers prior to the event, as we are able to use both lean and rich media to represent our audience, as well as tailoring our offerings to their needs. Wheeler cites that a brand identity is the “face of business”, which is why consistent colours, graphics and fonts are being used to create a strong brand image, and one that people will recognise (Wheeler, 2023). As we are supporting the Cynthia Spencer Hospice, we have used blue and yellow as our brand colours, along with the continuous fonts and graphics, so all of our materials are easily accessible and distinctive. Printed media is being used to promote Walkies for Cynthia, as it is effective in distribution, for example, handing them to potential consumers and local retailers, along with enhancing the credibility of the event itself, as face to face communication is being used. It is noted that people make subconscious judgements within the first 90 seconds of viewing marketing, and 62-90% of those judgements are based on colour (CuriousReason, 2020). This is why the graphics we have chosen can resonate with our audience, along with making our brand distinctive and instantly stand out against competitors. Alongside this, 83.7% of consumers cite colour as the primary reason they buy a particular product, as well as 80% thinking that colour increases brand recognition (Gillett, 2014). Along with printed media, we are also using radio, as it is a credible advertising tool, as it is 100% audio based, and effective in engaging consumers. Similarly, radio advertising has inherent persuasive strengths which can generate information and can have a strong impact on consumers, based on its credibility, trustworthiness and pursuit of value (Logan, 2012).

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Public relations is a persuasion business, which aims to convince an audience outside of the usual sphere of influence, further promoting a concept, event or service (Bowdin, 2024). PR can be used to enhance or build brand reputations, through the use of media, social media, and communications. Fill cites that press releases are the process of producing a short and straight to the point article with news about a business, such as a new procust, service, or event (Fill, 2019). The target publications for our event is radio segments and press articles, as they can market our event to our proposed demographic. As we are trying to attract a community of dog walkers, these would be the most appropriate publications as they will be broadcasted and advertised in local and surrounding areas. The strengths of public relations differ from those of advertising, as advertising is paid and could leave an audience sceptical, however, PR is earned, direct business to consumer communication, and therefore provides third party validation (Jackson, 2013). By providing our press kit to these publications, they can aid us in providing consolidated information to their audience, as well as ours, while establishing and fostering trust. If their consumers are loyal and trusting of their brand, they may be more inclined to invest in our event, as the information is coming from a reliable source. Our press kit includes all of the relevant information surrounding our event, for example, the name, date, and location, along with images, brand colours, fonts and our chosen graphics. Not only does this ensure that we stand out against competitors, ir provides the publications with sufficient information needed to produce the best possible communications for both new and existing consumers. As journalists and publications work within strict deadlines, the content of our press release/kit has been altered and created to captivate them and their audience. For example, a bold headline, information about the Cynthia Spencer Hospice, logos , and our focal brand colours, those being yellow and blue. The reasoning behind choosing these publications for the exposure to our audience, as well as using printed media, is that the message produced by these publications travels to the consumer as news, rather than sales directed. Similarly, we have access and control over the information being provided to our audience, therefore increasing the credibility, and therefore sales and exposure of both the event and the Cynthia Spencer Hospice.

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According to statistics, 73-81% of consumers between the ages of 30-64 use at least one social media site daily. Similarly, 77% of businesses use social media to reach consumers (Wong, 2023). This was important information in the creation of both the website and social media platforms used for Walkies for Cynthia, as it is vital to ensure that our proposed demographic are viewing and engaging with the content on our platforms. As our proposed demographic is people between the ages of 35-50, utilising instagram as well as our website was the most suitable option, as we are able to reach our audience through a wide range of content, for example, the use of hashtags, short form videos, and informational posts about our supporting charity. According to research, the most effective platforms for advertising good and services is both instagram and facebook, along with 87% of marketers planning on maintaining to increase their investment in social selling (Lehr, 2023). The key considerations in creating these marketing platforms, was the promotion of both our event, and of the Cynthia Spencer Hospice, so brand colours, text styles, and educational content were a top priority. The consistent colour schemes throughout the social media and website, ensures that attendees would recognise our branding, making it more distinctive. According to Pine and Gilmore, goods and services are no longer enough, as they are being commoditised, and as events are inherently personal, engaging our audience through staging experiences its vital in increasing ticket sales and creating a memorable events (Pine, 2017). The colour scheme of yellow and blue, along with our graphics and logo, have remained consistent throughout the promotional stages, as they generate a sense of validity. This is due to the consistent features. The content, as the embodiment of our event, a strong identity can inspire consumers and create a sense of loyalty, which is vital when marketing and selling an event to a new audience. Because of the nature of our event, it was a key priority to ensure that strong branding was used to depict our services in a way that would entice consumers to purchase tickets. Similarly, colours are a powerful communication tool and can be used to signal emotions and influence physiological reactions, for example, the symbolic meanings associated with the colour blue are, wisdom, hope, and reason, along with yellow corresponding with hope and joy (Cherry, 2022). According to Fill, the roles of emotions in marketing is very important, as it is considered to be more effective than the use of information based messages (Fill, 2023). The role of emotions have been portrayed in the promotion of our event through our social media, as there has been many posts and content surrounding our supporting charity, which builds awareness and a strong brand identity. Similarly, Ridgway and Myers cite that the associative learning theory can explain how consumers develop associations for colour over time (Ridgway and Myers, 2014). This theory originated from the works of Thornedike and Pavlov, where it is noted that a connection can be created between the pairing of humans and colours. The platforms created, will be used to interact with consumers to create a experiential level of marketing, therefore using videos, polls and interactive content. This ensures that consumers are involved, prior to, and during the event, which reflects the community based nature of the event.

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References:

1. Jafari, S, et al (2014). “The language of advertisement  and its features and characteristics : Investigating the issue from a deeper view”. Vol. 4, pp. 9–14. Accessed on: 14/05/2024.

2. Fill, C. & Turnbull, S. (2023) “Marketing communications : fame, influencers and agility”. 9th edition. Harlow, England: Pearson. Accessed on: 14/05/2024.

3. Berridge, G (2007).  “Events Design and Experience”. Amsterdam, Butterworth-Heinemann.  Accessed on: 14/05/2024.

4. Wheeler, K (2023). “Brand Identity: How to Develop a Unique & Memorable Brand in 2022.”. Available at: blog.hubspot.com/agency/develop-brand-identity#importance. Accessed on: 14/05/2024.

5. CuriousReason (2020). “The Dark Side of Color Psychology: How Brands Are Manipulating Your Brain”.  Available at: .www.youtube.com/watch?v=GK6HU3EdKDA.  Accessed on: 15/05/2024.

6. Gillett, R (2014). “What Your Logo’s Colour Says about Your Company (Infographic).” Available at: www.fastcompany.com/3028378/what-your-logos-color-says-about-your-company-infographic. Accessed on: 15/05/2024.

7. CommunicorpUK (2018). “How Effective Is Radio Advertising? The Definitive Effectiveness Guide”. Available at: content.communicorpuk.com/article/radio-advertising-effectiveness. Accessed on: 15/05/2024.

8. Bowdin, G. A. J. & Bowdin, G. A. J. (2024) “Events management”.  Fourth edition / Glenn A.J. Bowdin . London ; Routledge. Accessed on: 15/05/2024.

9. Fill, C, & Turnbull, S (2019), “Marketing Communications :Touchpoints, Sharing and Disruption” , Pearson Education, Limited, Harlow. Available from: ProQuest Ebook Central. Chapter 14. Accessed on: 15/05/2024.

10. Jackson, N. (2013). “Promoting and marketing events: theory and practice”. Abingdon: Routledge. Accessed on: 16/05/2024.

11. Wong, B (2023). “Top Social Media Statistics and Trends of 2024.” Forbes. Available at: www.forbes.com/advisor/business/social-media-statistics/. Accessed on: 17/05/2024.

12. Lehr, A (2023).  “New Data: What Types of Content Perform Best on Social Media?”. Available at:blog.hubspot.com/marketing/content-social-media-popularity. Accessed on: 16/05/2024.

13. Qualtrics (2017). “Welcome to the Experience Economy - Joe Pine.” YouTube. Available at: www.youtube.com/watch?v=TOjUxGqh7aA. Accessed on: 16/05/2024.

14. Cherry, K (2022).  “Color Psychology: Does It Affect How You Feel?” Verywell Mind. Available at: www.verywellmind.com/color-psychology-2795824. Accessed: 16/05/2024.

15. Fill, C. & Turnbull, S. (2023) “Marketing communications : fame, influencers and agility”. Ninth edition. Harlow, England: Pearson. Accessed on: 16/05/2024.

16. Ridgway, J. and Myers, B. (2014) “A study on brand personality: consumers’ perceptions of colours used in fashion brand logos”. International Journal of Fashion Design, Technology and Education, 7(1), pp. 50–57. Accessed on: 16/05/2024.

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This portfolio aims to critically evaluate effective communication in different media channels, along with their strengths and weaknesses. The advertisements that have been created to promote Walkies for Cynthia, will be analysed in their effectiveness in promotion for the chosen demographic, along with how they can be best employed to ensure effective communication, promotion and exposure.