Information Marketing Communications

1.0 Communicational Factors

The given potentially lucrative youth market is made up of over 27million teenagers across four European countries (UK, Germany, France and Italy) with an estimated Ј24.8billion of purchasing power between them.

1.1

Marketing to this age group is often broadcasted in a way to suit the core of the target audience, thus wasting money trying to communicate a message that will prove unattractive to a large portion of potential customers. Inevitably, narrowcasting would be an ideal approach to utilise the marketing department’s efforts and minimise advertising cost in terms of CPT (cost per thousand reached). By specialising and narrowcasting to different segments of the given age groups across the four European countries, it becomes possible for the consumer to identify with the product in such a way that may not have been possible with a broadcasted message. Either way, a strategy of Confucianism (depending on the circumstances) or dynamism (regardless of circumstances) must be decided upon.

The reason for the suggested method is that not only will teenagers in the UK, Germany, France and Italy speak different languages, but they will also have different characteristics; social, personal, psychological and cultural diversities. All of these must be kept in mind when devising a marketing campaign and adhered to by communicating the appropriate message(s) in a clear concise manner to the target audience.

This can be achieved by applying one of several models available to help eliminate the occurrence of any communication problems (see appendices figures 1, 2 & 3 for Gerbner, Shannon-Weaver and Lasswell models). However, the Schramm model best identifies with this scenario as it specifically highlights the different stages of communication, allowing us to explore and evaluate any potential problems that may arise in the marketing campaign.

1.2

The Schramm model is shown below;

In order to create a better understanding of