2.1 how the case study relates to fill and turnbull model
Wilbur Scramm (1955) developed a basic model of mass communication, shown in (appendix A). It includes the source (who is sending the message), econdoding, (transmitting the message into a symbolic style, signal the transmission of message using a particular media), and decoding (understanding the symbolic style of the message so it can be understood). It also includes the receiver (who is receiving the message), the feedback ( the receivers communication back to the source on receipt of the message) and finally noise which is the distortion of the communication process making it hard for the receiver to interpret the intended message. This is a linear model (Fill and Turnbull 2016).
As a result of the linear model, the Fill and Turnbull model (interactional model) was developed (appendix B). The linear model is undirectional and assumes the reader plays a passive role in the model its a simplification of reality and not a true communications model. The linear model does not take into consideration word of mouth and opinion leaders where consumers these days are very influenced. Interactions are about actions that lead to a response digital technology has enabled this communication process. The development of direct marketing and digital technology has helped transition from one and two way communication to interactional (Fill and Turnbull 2016).
The linear model of communication is also not relevant in online communication where its not clear who is the sender and whos the receiver, and in a day and age where technology is taking over its important to keep Cadburys options open to all methods of advertising, especially with most people using the internet. It’s naive to think that there is only one receiver of the message with Cadburys being a huge global brand they will attract a huge global audience, therefore the message they are trying to get across must be simple and is able to reach and affect a wide audience.
The Fill and Turnbull model also takes into consideration mass media, In this post-modern age, the success of business largely depends on mass communication. Mass communication plays a vital role in advertising products and services. Mass media like radio, television, newspapers, and magazines are the prime vehicles of advertisement. Through advertisement on mass media, businesses can persuade potential customers easily (The business communication 2019). As Cadburys is a huge company its appropriate for them to use mass media in communicating with many consumers worldwide to make sure a clear message is out. With Cadburys heavily relying on advertising the role of mass media is extremely important in the success of Cadburys.
In reference to Cadburys the Fill and Turnbull (interactional model) is most appropriate it considers opinion leaders and formers who are most important on controlling consumers minds and also spreading word of mouth. Word of mouth is important as consumer to consumer communications about a product and good word can influence each other and spread to other people. Word of mouth is said to be the driver behind 20 to 50 percent of all purchasing decisions (Fill and Turnbull 2016).
Opinion leadership, a longstanding concept in media research, proposes that certain individuals exert a disproportionate influence on opinions because they act as a conduit for information, filtering and shaping news and sharing their interpretations with others (Leweu, Luqiu R, Schmierbach, leung NG 2000 ).
Opinion leaders are scientists, politicians, journalists, celebrities, anyone who people assume are superior, from those role models consumers minds can change for the good or bad. The main opinion leader for cadburys is the media, bad press can be printed and through emotional tv ads can win the heart of its audience they can be influenced by mass media such as TV, its evident in the case study where bad worth of mouth was printed about the size of cadburys creme eggs and how recipes were being changed, bad word spreads faster than good. Opinion formers however are friends, family someone you know who i close to you can be just as persuasive if not more so than opinion leaders you see on the TV.
2.2 The measures of success that have been used in campaign
Measuring success Is about finding out what does and doesn’t work as well as optimization methods. The measurement of effectiveness is essential, and should allow: the return on investment to be evaluated, and lessons to be drawn so as to further optimize the impact of actions past and future investment to be justified (Flores 2014). There are many different ways of measuring success online such as using conversion rate. Your conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you’re offering, and they’re easily able to get it (wordstream 2019). Cadburys want to measure conversion rates to make sure there is enough meaningful traffic and actions on their site, where the end goal is to get the audience to make a purchase. It’s also important to measure to conversion rate after every cadburys campaign to compare and to see what does and doesn’t work.
Return on Investment (ROI) measures the sales revenue a campaign brings on every pound spent. For example, if John spent £1,000 on a campaign that generated £5,000 in sales, John’s ROI is £4,000 or 400%. This is the best KPI to measure the effectiveness of all marketing campaigns because it also measures the quality of leads these campaigns generate (Kucheriavy 2017). This allows Cadburys to see if the campaign was worth the funding and how well it performed when compared against its ‘ROI’.
Cost per win measures the expense of each sale. Let’s say that John’s campaign resulted in five sales. With a £1,000 budget, that is £200 per sale. This important metric compares the campaigns to each other. Whereas cost per Lead measures the cost-effectiveness of marketing campaigns. This metric focuses entirely on the leads generated by the campaign. Since it factors out the sales process it doesn’t measure the quality of leads. Using the example from above, let’s say the five sales resulted from 10 leads. With the same £1,000 budget, that is a cost of £100 per lead. This metric focuses entirely on the leads generated by the campaign. Since it factors out the sales process it doesn’t measure the quality of leads (Kucheriavy 2017). Cost per win allows you to see the expense per sale and cost per lead allows you to measure the cost effectiveness of the campaign.
Customer Lifetime Value measures the lifetime value of your customers by using the following formula: “average sale per customer” multiplied by “average number of times a customer buys per year” multiplied by “average retention time in years for a typical customer.” This data will take time to compile, but by calculating the CLV, you can see which of the marketing efforts generate your best customers (Kucheriavy 2017). This is important as it allows Cadburys to see the financial gain from each customer.
Another way is through web analytics, which include all measurement tools of audience and traffic on the Internet, which is able to quantify a website’s audience and traffic based on indicators such as the number of unique visitors, page views, visits, and the average duration of visits (Flores 2014). Also comparison of measures from web analytics tools, and using technology, such as Google Analytics or At Internet solutions (Flores 2014), will allow the brand to see how users use Cadburys website and how they end up finding it. Another way is to calculate dwell time which allows you to see how a customer interacts with Cadburys website and what the end result is, with the goal of making a purchase.
In the future Cadburys could use focus groups which allows you to see first hand experiences and reactions on a campaign, allowing cadburys to see what is and isn’t working and allows them to take in suggestions for future campaigns.
2.4 What campaign and media proposals would you make to the CDM brand management team for 2020, as a follow up to this initial programme of activity?
The first attempt from the new campaign of the gorilla although iconic doesn’t show brand values and produce an emotional response pr take us back in time to the charming and appealing days of the fudge advert showing traditional family values. I think cadburys should continue down its current market strategy for the 3rd year in a row. From the success of ‘mums birthday’ and now ‘fence’ there’s an overall theme of kindness and giving, which is something the brand stands for. Cadburys focusing on small acts of kindness in its refurbished marketing plan for Dairy Milk. The strategy behind the ad ‘Mums birthday’ is to take the Cadbury brand back to its roots as a kind family brand founded on generous principles, with the original Cadbury family being Quakers and pioneers of social justice in the U.K (Jardine A, 2018) this makes sense.
In a world of terrorist attacks, politicians, and bad news Cadburys are shining a light giving back to the community and showing there is hope, and that kindness exists in each and everyone of us. Christmas is the best time to advertise (appendix C) along with Valentine’s Day and Easter. The best adverts have some kind of hook to make them relevant. This could be seasonal periods and holidays. In an ideal world you’d have an advertising campaign to fit every season and every public holiday. In practice, although it’s generally a good idea to advertise during public events, you should think about when it’s the most effective for you to do so. Christmas is of course most likely to be the optimum time to advertise (Giles 2017 ). Therefore i think a continuing signature christmas ad would be most appropriate.
A promotional strategy i think Cadburys should consider is to promote more on social media. Although Cadburys had no event tied to it’s Crunchie chocolate bar, the snapchat filter worked well with the brand’s ‘Friday Feeling’ slogan. Cadbury decided to have the filter available on the last Friday of the week for 3 weeks in May 2016, to build a buzz around it’s ‘Friday Feeling’ strategy. Cadbury boldly set itself a target of achieving 10 million views. On snapchat a new platform which is relatively untried for advertisers. Cadbury’s sales of ‘singles bars’ such as Crunchie bars, had been falling, and this was attributed to a failure of traditional marketing channels to achieve the kind of connection with younger people that would be needed to drive sales growth. Snapchat offers a uniquely effective way to reach these users, Cadbury had great success with the filter (Allen 2016). It’s clear that through social media sites such as snapchat Cadburys can promote their product, aim or goals to a huge population. As Well as promoting its own snapchat filter perhaps Cadburys can encourage a hashtag, people all over the world on twitter can get involved would also be a strong move for Cadburys.
For a 2020 campaign i suggest Cadburys continue with its kindness christmas advert campaign but to market more on social media to help drive sales and promote the advert further. Cadburys can do a similar concept with the snapchat filter but create a christmas filter to last throughout December, spreading words through photos on snapchat and passing around the message to others is the perfect way to promote Cadburys and to get millions of views worldwide.
3.0 conclusion
In conclusion Through the analysis of pormotional strategys, communication, measuring success its clear to see Cadburys is a strong and powerful brand who knows what they are doing, however there is room for imporvements such as incorporating more social media in its marketing strategy. I have also made successtions