Critically evaluate an artefact of a marketing communications campaign Essay - 2

Critically evaluate an artefact of a marketing communications campaign (advertisement, brochure, poster, etc) for either a graduate traineeship or a masters degree - Essay Example Advertisements have also been found by Gronhaug, Kvitastein and Gronmo (1991) to come in many different forms and versions. This however does not mean that any form of poster at all can be selected for any product or service. Proctor, Proctor and Papasolomou-Doukakis (2002) indicated that there are several factors that ought to be considered in designing a poster for advertisement purposes. Because the factors are many, different writers and reviewers have tried to discuss some of the most salient factors at one point in literature or the other. In this paper, various works of literature are reviewed, based on which four important thematic factors that ought to be considered when undertaking marketing communications campaign have been discussed. To ensure practicality, the literature and factors have been used to critique a specific artifact in the form of poster for a Masters degree. At the end of the paper, the strengths and weaknesses of the attached advertisement are going to be identified as they apply to the four thematic factors considered. Shankar (1999) stated that â€Å"consumers interact with advertising for a variety of reasons whilst different groups show varying degrees of understanding towards the function and purpose of advertising† (p. 5). The understanding that this claim gives is that any piece of advertisement must factor in the different needs of customers, noting that not every consumer will be looking for exactly the same thing from a piece of advertisement. When advertisement is seen as a tool or component of marketing, then the advertiser would want to achieve this task of satisfying the varying needs of customers by incorporating very elementary factors of competitive marketing (Shankar, 1999). In competitive marketing, there are four major elements that a marketer would want to give emphasis to and these are place, product/service, price and promotion. To make