Marketing Skoda
During the following assignment I am going to chose an organisation, which I will carefully examine and analyse the marketing communications of the organisation. I will pay attention to the creativity of the communication and I will also suggest ways in which this could be enhanced. I will be looking at all aspects of the sensory experiences like verbal, visual, audio and tactile.
Introduction
The organisation I have chosen to base this assignment on is Skoda. I have chosen Skoda because i believe they are a very creative and innovative car company, from their recent adverts of building their cars with cakes and other foods, this shows Skoda are very creative, and this made me choose Skoda. Before the adverts Skoda were relatively unknown to me personally, however after seeing their creative adverts they stand out more as an organisation.
Explaining Skoda
Skoda started of making bicycles; this is quite strange because it shows the creativity within the organisation. They started of making bicycles and now they are making cars. Skoda is a Czech company; however they have merged with the German car company Volkswagen. The history of Skoda's rise from being a running joke to becoming the most deservedly respected name in the car world is one of the triumphs of the modern era.
Marketing communications
At its best creative marketing can have a huge effect on sales. This is also backed up by the greatest thinker in the world Albert Einstein.
‘Imagination is more important than Knowledge’
Marketing communications attempts to affect an audience response either rationally or emotionally. Objectives are written as hard or soft, goals such as attitudanal and behavioural, which then translate into awareness, column inches, evoked and consideratiion sets, leads conversations and coupon responses. Jenkins (2006)
‘Advertising relies on visual imagerey to connect the perceptual with the conceptual, the signifier and the signified, the product and the product
Introduction
The organisation I have chosen to base this assignment on is Skoda. I have chosen Skoda because i believe they are a very creative and innovative car company, from their recent adverts of building their cars with cakes and other foods, this shows Skoda are very creative, and this made me choose Skoda. Before the adverts Skoda were relatively unknown to me personally, however after seeing their creative adverts they stand out more as an organisation.
Explaining Skoda
Skoda started of making bicycles; this is quite strange because it shows the creativity within the organisation. They started of making bicycles and now they are making cars. Skoda is a Czech company; however they have merged with the German car company Volkswagen. The history of Skoda's rise from being a running joke to becoming the most deservedly respected name in the car world is one of the triumphs of the modern era.
Marketing communications
At its best creative marketing can have a huge effect on sales. This is also backed up by the greatest thinker in the world Albert Einstein.
‘Imagination is more important than Knowledge’
Marketing communications attempts to affect an audience response either rationally or emotionally. Objectives are written as hard or soft, goals such as attitudanal and behavioural, which then translate into awareness, column inches, evoked and consideratiion sets, leads conversations and coupon responses. Jenkins (2006)
‘Advertising relies on visual imagerey to connect the perceptual with the conceptual, the signifier and the signified, the product and the product