Marketing Communication is a vital component for creating and expanding the brand awareness. This primarily allows the customers to transform and create specific perceptions of the product in their minds. These perceptions primarily relate to the product specific attributes and the position of the product in the entire market. Such communication not only aids in creating new customer base but also assists in retaining the current customer segment and to build and nurture stronger relationship with the customers as well as the suppliers.
For the purpose of analyzing the marketing communication technique, ABC TV has been chosen. ABC has seen tremendous success since a humble beginning in 1932. “ABC” stands for Australian Broadcasting Commission, which was followed by its nationalization through the Australian Broadcasting Act in the same year. However, ABC Television was formally launched by the then Prime Minister Robert Menzies in the year 1956. Like any other corporation, ABC also had to undertake rigorous strategies to market themselves.
ABC started their website in the year 1995 to better reach out to the new generation, who relied more on internet based communication. This was a prime marketing step taken by them. They were also the first Australian institution to make information available everywhere and anytime in the form of vodcasting, podcasting, streaming and also video-on-demand, done during the 2000s. This was a major leap for them in terms of sharing information.
In this era, when viewers rely more on internet technology, using it as the prime marketing communication technique is an important factor for any company and ABC Television seems to have done it well. Nowadays, their website is a primary tool utilised for connecting them with their customers. They also allow their viewers to view their programs online through their website, which happens to be an excellent marketing tool aiding in strengthening their relationship with the viewers.
Quantitative analysis refers to the financial and other business related analysis undertaken by the company. It is an approach that assists the company in understanding the complex statistical and mathematical modelling. Quantitative analysis is a crucial component that allows the company assess where they currently stand and lets them make more informed decisions. In most of the businesses, quantitative analysis helps the business calculate crucial factors such as the amount of profits that they are making and also the earnings per share that they are making. After carrying out the quantitative analysis, the company then focuses on the qualitative aspects. Hence, having accurate quantitative analysis allows any business to make better strategies to achieve their objectives.
In the case of ABC; quantitative analysis also plays a crucial role in finding out whether they are making enough profits or not. They also need to carry out quantitative analysis for finding out the amount of viewers that they have for their channels and even for the specific programs.
ABC uses quantitative analysis to check on the performance of the 4 non-commercial channels it owns along with another advertising funded overseas channel. Since all its channels are free to air, they do not have to bother much about the profits derived from broadcasting them. However, managing the cost and also getting funds from sponsors and advertisers is important for their survival.
For instance, ABC Television uses quantitative analysis to find out its own day-time-share of the free-to-air market and also its own prime-time share of free-to-air market. Such analysis allows them to find out the success or failure of the programs that are being broadcast along with the specific time when the programs are being watched. Apart from this, ABC Television also uses quantitative analysis to find out the percentage of broadcasting content of all the channels under them. This lets them find out which one of the programs is more famous than others and which ones are not.
Quantitative analysis is a vital component of audience research for ABC Television. It allows them to measure the number of viewers watching their channels and also specifically the programs. Besides this, ABC is also able to calculate the profits that they are generating from their operations.
Social Media refers to any mobile based or web based technology that allows organizations to communicate interactively with each other. Nowadays, some of the major examples of Social Media are websites like “Facebook” and “Twitter” that allows corporate bodies to interact with their customers better and also deal with any complaints that they may have. To stay at par with the industry standards of Social Media and to interact better with their viewers, ABC Television has also started their own facebook pages and
In the case of ABC Television, it refers to their presence in various social media platform and how they are communicating with their viewers as well as the other stakeholders. Australian Broadcasting Corporation has an official Facebook fan page through which it strives to connect with its viewers across the world. The primary aim of this page is to give the viewers a quick peek into their latest offerings.
There are numerous pages created by ABC on facebook that serve different purposes. For instance, they have ABC Radio National, ABC iView, ABC Technology and Games, ABC News, ABC Open, ABC Grandstand, ABC News 24 to name a few. This clearly shows that the entire Australian Broadcasting Corporation has a clear aim of how to reach out to their viewers and even the listeners of their radio. The messages of these pages mainly showcase important highlights of programs that will be broadcast. For example, ABC’s facebook fan page talks about the programs that will be shown on any specific day. This allows the viewers remember what programs will be shown on any particular day, which allows them to catch up on them.
The primary purpose of the communication messages in Facebook is to remind the viewers what programs they will be able to catch up with. The ABC news page; however, focuses on telling general news of interest. The people who like these pages have the option to communicate with the admin of the page directly, which in this case, are the representatives of the Australian Broadcasting Corporation. This means, if they are facing any problem or need to ask something, they can just drop a message with their queries. Apart from this, they can also give their opinions regarding how the programs are being broadcast, their timing or anything else they would like to watch etc.
ABC’s presence is not limited to Facebook alone. They are also available in another major social media giant called Twitter. Through Twitter, ABC television also gives updates on the programs, albeit the message is restricted within 140 characters only, unlike Facebook, which does not set any limit. The main similarity between these two social media websites is that, ABC posts links of most of the communication message, which often includes trailers of programs, movies or refers to their own website.
Learning in consumer behaviour has been described in various ways. For instance, Kotler defines it to be the behaviour of an individual influenced by their own experience. Conversely, Schiffman and Kanuk have defined learning as the process that allows the consumer to develop their own knowledge based on their consumption and then apply that knowledge in the future. From the firms perspective, it refers to the firm’s efforts in learning the behaviour pattern of their customers.
Since, ABC relies mainly on the number of viewers watching their channels; any fall in that amount may instigate them to carry out an investigation. Even having minimal idea of their product is part of the consumer learning behaviour process.
Apart from this, learning consumer behaviour also lets the firm create customers. They do so, by understanding the needs of the customers first. Therefore, two of the most common ways ABC uses to promote learning is by undertaking research work on the viewers and also using social media to interact better with them and also understand their needs in details. Hence, learning is also a crucial component of any integrated marketing communication strategy and it is not different for ABC either.
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