The paper "Understanding Reference Groups in Marketing Communication" is a great example of a Marketing Assignment. A reference group is a standard of comparison for an individual’ s behavior or attitude. It is, therefore, in essence, a group to which one uses as a comparison point to their own actions and convictions. Reference groups are of three forms; aspirational reference groups, associative reference groups and dissociative reference groups (Smith & Haefen, 1997, p. 53). Aspirational reference group refers to people against whom others would like to compare themselves. Associative reference groups include people who represent a person’ s current equal; while dissociative reference groups include people someone would not like to emulate. Reference groups have been proved to be effective in changing others’ attitudes and behavior because people often compare themselves with these groups.
These groups are associated either with a brand or a product. In cases where the product and brand are not strongly influenced by reference groups, advertising is required to show the product’ s qualities, price and advantages over competitive products in the market (Butterfield, 1997, p. 83). ABC TV contains ABC 1 ABC2 and ABC 3.ABC 3 is an exclusive children’ s channel with no commercials (ABC, 2012).
ABC uses cartoons and other catchy pictures whenever they want to pass their messages to children. They want to capture the attention of most children so that most children associate themselves with the ABC 3 channel. ABC has over time contemplated changing from analog to digital transmission. Through the knowledge of reference groups, most people are likely to believe information that is given by professionals in their fields of specialization to be true. ABC TV uses telecommunication engineers to explain to their viewer the advantages of digital transmission; and how easy it is to install set-top boxes that convert analog transmission to digital transmission. In the study of reference groups, people are more likely to agree to decisions that are endorsed by executives of organizations that issue the decisions (Fill, 2002, p. 3).
In the appointment, of Carol Sklan as the ABC TV head of fiction, the director of ABC TV Kim Dalton said he was optimistic that she was ready for the challenge. Kim Dalton also supported the appointment of Arul Baskaran as head of Controller for Multi production department.
The viewers of ABC TV are in a position to accept the change in the head of the controller because of the support the director has for the employees. In reference groups, it is clear that celebrities are part of a specialty group and most people admire their lifestyle and would like to emulate them. ABC TV used celebrity chef Matt Moran to encourage people to visit Kangaroo Island. This is with regard to his celebrity status and the influence that he commands among ABC TV viewers and Australians in general. ABC TV tries to make sure that the content that is aired in each of its channels is relevant to the target reference group (ABC TV, 2012).
The director of ABC TV called on the Nation Broadcasting Network (NBN) to focus more on the content that it delivers rather than emphasizing the method it uses in the delivery of content. This move was aimed at keeping the target reference group interested in the content ABC TV has to offer.
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Butterfield, J. (1997). Strategy development. In Butterfield, L. (ed.) (1997), Excellence in Advertising: The IPA Guide to Best Practice (65-90). Oxford: Butterworth-Heinemann.
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