Critically analyse how ethical factors affect the communications mix Essay

Critically analyse how ethical factors affect the communications mix in an organisation of your choice. The organisation should - Essay Example Current paper focuses on the examination of particular aspect of marketing, the marketing communications process – known also as marketing communications mix; emphasis is given on two specific elements of the marketing communication mix: advertising and pricing. At the next level, the ethical aspects of advertising and pricing are examined specifically in regard to the international market; in order to make clearer the relationship between ethics and advertising/ pricing strategies in the global market, a firm operating in this market has been chosen: Sony. It should be noted that reference is made to the advertising policies of the firm in two specific markets: the British and the US market. It is revealed that the firm’s current advertising and pricing policies in Britain and US need to be reviewed and updated in order to fully meet the ethics held in the particular field. 2. How ethical factors affect the the communications mix in Sony Corporation - advertising and p ricing practices of the firm in Britain and US One of the most crucial requirements for the success of any marketing plan is its alignment with the characteristics and the expectations of the targeted market. In practice, the needs and the preferences of consumers in the targeted market can be identified more effectively using appropriate marketing techniques known as communications mix, a framework incorporating the policies that a firm can develop in order to improve the quality of the communication with its customers. In accordance with Kotler et al. (2010) the communications mix framework refers to the following activities: ‘advertising, publicity, personal selling, sales promotion, direct marketing and online marketing’ (Kotler et al 2010, p. 512). A graphical representation of the marketing communications mix is presented in the Appendix section (Figure 1). It is clear that the development of effective communications channels with the customers is related with spe cific activities, such as advertising, public relations and sales. It is assumed that the failure of a firm to succeed in one or more of the sectors included in the marketing communications mix can cause delays in the firm’s marketing projects. In the literature, different approaches have been used in order to describe the criteria used by marketers in order to develop effective marketing communications schemes. A model of the marketing communications process is presented in the study of Sandhusen (2000); it is explained that the specific model has been developed by Merton Electronics in order to support the promotion of the firm’s products; in the context of this model, the main parts of a successful marketing communications process should be the following ones: ‘a) the design of the advertising campaign, b) the proposition of the campaign to the media, c) the presentation of the advertising through the media, d) the decoding of the advertising campaign’s messages, e) the response of the public to the advertising campaign’ (Sandhusen 2000, p. 437). In any case, the effectiveness of marketing communications schemes is depended on the ability of marketers to use the appropriate type of media for the promotion of a firm’s products/ services to the public (Kurtz et al. 2009). Through the same point of