Competitive Interference in Entertainment Media

Question: Discuss about the Competitive Interference in Entertainment Media. Answer: Introduction: Integrated marketing communication generally refers to the extended approach for achieving the marketing objectives through different promotional activities. The effective integrated communication plan helps in recognising the value of a comprehensive plan, which explores different types of communication process. On the other hand, word of mouth is one of the most powerful strategies for establishing the marketing communications. The positive word of mouth helps in building Trust, Customer Buzz, and Loyalty. For example, Starbucks, the famous Coffee Shop has built an emperor in marketing communication process through the efficient word of mouth strategy (Socialmediaweek.org, 2016). The company did not rely on the traditional advertisement process to ensure the growth opportunity. The company invested a commendable amount on strengthening the social media presence. Extracting the customer feedbacks is most effective process of establishing word of mouth that spreads awareness among th e potential customers. The positive word of mouth creates the customer buzz, which is necessary for promoting the products and make people aware of the product features. Starbucks has used such strategy to establish the effective promotional marketing of the products. Product placement helps in spreading awareness for new products, service, or brands. The customers can avail the opportunity of accessing alternative products and services for their use through the effective product placement process. The product placement of Adidas is mainly concentrating on television marketing. The product placement is the second line of promotional marketing of Adidas (Hang, 2014). The sports companies are associated with the sponsorship programmes for ensuring the effective product placements. The effective public relation strategy is much helpful in reaching to the public, competitors and business clients. The maintenance of the skilled PR strategy attracts the business clients as well as the potential customers for establishing the future sustainability. References Hang, H. (2014). Brand-placement effectiveness and competitive interference in entertainment media.Journal of Advertising Research,54(2), 192-199. Socialmediaweek.org, (2016). Word of Mouth Case Studies from Superdry and Starbucks. [online] Social Media Week. Available at: https://socialmediaweek.org/blog/2014/01/social-marketing-word-mouth-case-studies-superdry-starbucks/ [Accessed 24 Jan. 2017].