A wide range of factors can influence the management of marketing communications and lead to it being a complex and highly uncertain activity.ReviewFigure 1.3 on page 34of the core text which outlines...

A wide range of factors can influence the management of marketing communications and lead to it being a complex and highly uncertain activity.

ReviewFigure 1.3 on page 34of the core text which outlines a range of environmental influences that shape marketing communications.

Discuss, using a product or service of your choice, how these influences might impact upon the organisation's marketing communications strategyandconclude why an understanding of these influences is important in determining an appropriate marketing communications mix.

Your response should be in the form of a written report between 1,500 and 2,000 words.

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The learning outcomes for this assignment are:

• Consider the characteristics and nature of marketing communications and apply understanding of the marketing communications industry.




• Analyse and assess the impact of economic factors on media industry decisions and how environmental factors influence the use of marketing communications.




• Understand the old and new marketing communications mix and how both influence and engage audiences.




• Analyse the roles of media creators, consumers, advertisers and other professions using a media market model.

— - Strategy culture resources socio-political Figure 1.3 The environmental forces that shape marketing communications