Activity D Essay Example
IMC Challenges: Creating Brands you can Trust
Question 1: Summary
In this case, it is clear that marketing communication works by creating trust among consumers in the organization brand through the use of messages and media that suit the customers’ preferences. Customers’ trust in the brands is based on its consistency, deliver on the promise and open communication (Chitty et al., 2011). For this reason, companies should focus on achieving long-term effects of communication. Nevertheless, trust is based on provable actions such as delivering on promises they make to marketing communication rather than softer actions such as community support.
Question 2: Marketing Communication Concepts
The case focuses on the significance of brand message and how marketing communication helps to create trust. Trust has enabled some companies to become best global brands such as Apple, McDonalds, among others. These companies have delivered on the promises of marketing communication. For instance, Apple’s «Think different,» the company has created a product by seeing the world different.
The case study was clear; I have understood the significance of trust in a brand and what trust of brands is based on.
Ethics in IMC
Question 1: ethical issue
In the case of ACCC vs. Sing Tel Optus Pty LTD, the ethical issue was the company had provided misleading information regarding their broadband services they were offering was unlimited. TPG failed to disclose adequately all the information including up-front charges that include the broadband setup fee and phone deposit (Chitty et al., 2011). The use of the word unlimited is misleading the customers; TPG ought to have included all the charges so that the client may know the actual costs.
Question 2: Key Points of the Case Study
False and misleading marketing communication can destroy the consumer trust in the company. In this case, the company should have reviewed its marketing communication to ensure that customers were better informed about their services. Misleading practices may lead to legal action and customers trust is destroyed.
The case study was clear; I now understand that misleading practices in marketing communication can destroy customers trust.
Chitty, W., Barker, N., Valos, M & Shimp, T.A. (2011). Integrated Marketing Communications, 3rd edition, Cengage Learning.
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