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Essay / Research Paper Abstract
This 5 page paper looks at the way British Telecom are advertising and discusses this with reference to the following quote “New theory suggests that customers does not merely decode an advertising message, but creates or co-creates the message”. The bibliography cites 8 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEBTaudi.rtf
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Unformatted sample text from the term paper:
company chooses to market their goods reflect many influences, who they believe the target market are, what they believe will attract the attention of the target market and the triggers
that the company believes will motivate the target market to make a new purchase or carry on with an existing purchasing relationship in the case of maintenance marketing. For large
companies, such as British Telecom, who once held a monopoly in the UK and has been faced with increasing levels of competition, the marketing message has to be effective, with
the target market receiving the same message that the company is sending (Kotler, 2003). Companies such as British Telecom (BT) need to look a the way messages are interpreted
otherwise they may send messages that do not communicate well as waste their marketing resources. For BT marketing is undertaken aggressively, for example, in 2006 BT was the fifth
largest radio advertiser in the UK spending a total of ?6,675,756 on this medium alone (Marketing, 2007). Recent marketing by BT
has seen a change, reflecting a more complex understanding of audiences. Over a period of time there have been a numbers of campaigns aimed at gaining the attention of
the mass market, from the cartoon bird Buzby in the 1980s, the use of Maureen Lipman as grandmother being told the results of her grandchildrens exams, and being impressed because
they passed an ology, up to today where there is the divorced mother and children moving in with the mothers new boyfriend reflecting the changes in social patterns and the
way families change (Marketing, 2005). The services that the company are selling have also changed over time, not only do they offer the telephony services that were targeted with
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