Essays on Contemporary Marketing Communications Issues - Is the Agency Model Broken Coursework

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The paper "Contemporary Marketing Communications Issues - Is the Agency Model Broken" is an outstanding example of marketing coursework.   Organisations engage with audiences for the purpose of pursuing their marketing and overall business objectives (Baines, Fill and Page, 2011). Audience engagement refers to the communication and perception of whether the nature of messages is intellectual of emotional. In different ways, different organisations use a mix of media and messages for them to be heard and understood at the same time engage their audiences in dialogue and essentially create beneficial relationships.

Unilever, Disney, and Gucci to name a few operate across various sectors and markets and use different marketing communication tools in order to communicate and engage their audiences (Fitzgerald and Arnott, 2000). Such audiences not only include people who buy products but people and individual organisations that might help, influence and support them by providing a number of services, for instance, labour, finance, legal advice and manufacturing facilities (West, Kover and Caruana, 2008). Every organisation, large or small requires marketing communications to convey the product message and engage audiences (Baines and Fill, 2014).

Effective communication, therefore, is very important to organisations owing to them using different promotional tools such as public relations, direct marketing and advertising among others (Varey, 2002). Generally, contemporary marketing communication offers the means by which organisations present their products and services to their audiences. The main goal and objective are to develop a dialogue that will lead to complete engagement (Varey, 2002). However, a number of critical issues continue to affect the practice and understanding of contemporary marketing communication. These issues have raised value-centred and decision-making concerns.

This paper will analyse the article “ is the agency model broken” and will therein critically discuss and detail out the issues presented in the article in the context of marketing communication. The phrase “ The agency model is broken” has been seen over the years amongst public relations, communication and digital agency industry (Kurtz, 2014). Michael Farmer the chairman of Farmer and Company said, “ The agency and client models are broken because of two "seismic" changes over the years: the procurement takeover and media and social explosion” (Stein, 2015). Clients are slashing down their agency expenditures, TV advertising is seen to be declining, Public relation organisations are retooling their skill sets and consumers are blocking online advising (Bernstein, 2014).

All these are indicators that show that the agency model is broken. Almost all marketing experts ascertain that best results come as a result of clients trusting their agencies and maintaining a lasting relationship with them. Yet, this phenomenon is less likely to be actualised. Nearly half of clients say that agencies are more interested in marketing their products and services rather than solving their general problems (Kurtz, 2014).

Perception is a reality that many marketing communication professional and companies face in strategy development and day-to-day operations (Kurtz, 2014). How organisations are perceived by media, customers, funders and other stakeholders is what really shape their marketing and communication efforts. Perceptions can be defined as the process by which people interpret the information they receive around them and select what is appropriate for their needs and desires. In marketing terms, it tends to affect purchasing power and customer behaviour. Trust in business is founded upon a good relationship between parties involved (Ozuem, 2005).

With regard to marketing communication, business relationships revolve around perceptions, brands, and judgement to name a few.

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