This report with investigate marketing communication model by Duncan (2005) in relation to the rise of social media and citizen journalism. The report will also critically analyze how businesses are working in the context of social medial and citizen jour

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Assignment 3

Part A

“The customer initiated marketing communication model by Duncan (2005) in the text. Investigate this in relation to the rise of social media and even citizen journalism and investigate how businesses are working in this environment. Provide some academic research, statistics and examples to make your case.”

Integrated Marketing Communication

(MBA 570)

Zaved Mannan

D-6 Tower Bhaban, Fuller Road

Dhaka University Campus

Dhaka 1000

Bangladesh

Student ID: 11320053

Date: 12.08.2011

Charles Sturt University

Australia

Table of Contents

Executive Summery                                                                3

Introduction                                                                        3

Marketing Communication Model                                                3

Social Media and Citizen Journalism                                                5

Conclusion                                                                                8

References                                                                                9

Executive Summery

This report with investigate marketing communication model by Duncan (2005) in relation to the rise of social media and citizen journalism. The report will also critically analyze how businesses are working in the context of social medial and citizen journalism.

Introduction

Since social media marketing is a relatively recent addition to organizations’ integrated marketing communications plans, it’s imperative for marketing professionals to gain as much understanding as possible about how people leverage social media and citizen journalism for everyday interaction (Dyer, 2011). The purpose of this report is to critically analyze how businesses are working in the context of social media and citizen journalism.

Marketing Communication Model

In order to better understand the marketing communication model by Duncun (2005), we can break it down into a series of six essential components (figure 1):

  1. Source
  2. Message
  3. Channel
  4. Receiver
  5. Feedback
  6. Noise.

Figure 1: Marketing communication model by Duncan (source: Belch et all, 2009)

Each of these six components serves an integral function in the overall process (McLean, 2005). The source imagines, creates, and sends the message to receiver. The message is the meaning or stimulus produced by the source for the receiver (McLean, 2005). The channel is the way in which a message or messages travel between source and receiver.[9 The receiver receives the message from the source, analyzing and interpreting the message in ways both intended and unintended by the source (McLean, 2005). Feedback is composed of messages the receiver sends back to the source (Leavitt & Mueller, 1951).  Noise or interference can come from any source. Noise can be anything that blocks or changes the source’s intended meaning of the message (McLean, 2005).

All these six components mentioned in Duncan (2005) model are useful when we investigate how business works in the context of social media and citizen journalism environments.

Social Media and Citizen Journalism

Belch et all (2009) define social media as, “A community (Either real or virtual) where people gather and spend time together communicating over shared interests.” Social networks have been described a ‘friending’ and some marketers claims that ‘friendship is the next advertising.’ (Belch et all, 2009)

On the other hand, citizen journalism is a growing voice comprised of blogs, forums and social media that analyze and debate issues and stories appearing in mainstream media. It can offer unmediated and anonymous debate. The fundamental problem of citizen journalism is the ability to hide behind anonymity and potentially feed opinion or false information as fact into the media (Citizen Journalism Phenomenon, 2011). Citizen journalist played critical role in the event of 9/11, tsunami (2004), 2009 Iranian election protests, global recession (2008), ipad or iphone campaign, etc (Media shift, 2010)

A social-media presence is vital for public relations, branding, marketing and overall IMC plans. SimpliFlying contacted more than 25 big players in the airline industry around the world in an attempt to airline social-media marketing survey and result they found is:

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  • A 60% increase in the number of tweets received by airlines between February 2011 and March 2011.
  • 40% percent of airlines are expanding their social-media teams.
  • KLM has 125,000 Twitter followers and 200,000 Facebook fans with 23 dedicated staff focusing on social media.
  • Southwest Airlines has 1,100,000 Twitter followers and 1,390,000 Facebook fans with 4 dedicated staffs trained in social media (Pamaroma, 2010).

Clorox started a new facebook campaign in 2010 to increase awareness of green works. Targeted audience was females aged 25-34 and offered various incentives (Such as $3 off coupon) for visiting Facebook page. An ...

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