Coursework Header Sheet

157503-4

Course MARK1068: Marketing Comms (2003) Course School/Level BU/PG

Coursework Assessment portfolio (components A,B and C) Assessment Weight 100.00%

Submission 04/12/200
Tutor N Brady, RW Lockwood
Deadline 9

single individual assessment - 3 components A,B and C. Please signpost clearly

components A B and C and present in the sequence A B and C

Coursework is receipted on the understanding that it is the student's own work and
that it has not, in whole or part, been presented elsewhere for assessment. Where
material has been used from other sources it has been properly acknowledged in
accordance with the University's Regulations regarding Cheating and Plagiarism.

000547908 Abhishek Jain

Tutor's comments

1
Grade
Awarded___________ For Office Use Only__________ Final Grade_________

Moderation required:
yes/no Tutor______________________ Date _______________

TABLE OF CONTENTS

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Executive Summary......................................................................................................................................5 `

Introduction....................................................................................................................................................6

Situation analysis of knife crime in London..................................................................................................6

Target audience in “prevention of knife crime plan”, London......................................................................8

Key messages................................................................................................................................................9

Communication strategy................................................................................................................................9
A)Behaviour change
objective........................................................................................................10
B)Communication
objective............................................................................................................10

Tone of voice................................................................................................................................................11

Story
board....................................................................................................................................................11

Adverts..........................................................................................................................................................12

Advert 1..........................................................................................................................................12
Advert 2..........................................................................................................................................12
Advert 3..........................................................................................................................................12
Advert 4..........................................................................................................................................12

Billboard..................................................................................................................................................... 12

Campaign integration...................................................................................................................................13
TV Adverts...................................... .............................................................................................14
Radio adverts.................................................................................................................................14
Online............................................................................................................................................14
Sponsoring.....................................................................................................................................15
Posters and billboards....................................................................................................................15

Budgeting.....................................................................................................................................................15

Evaluation....................................................................................................................................................16

Reference list...............................................................................................................................................16

Table List

Table 1.1 : Knife crime by Age group, 2007-2008

Table 1.2 : Youth population by age & sex, London
Table 1.3 : Youth population by Borough & Income levels, London
Table 1.4 : Top 10 boroughs in knife crime (2003-2004)

Graph List

Graph 1.1 : Percentage spends on advertising media in the European Union.

Graph 1.2 : Distribution of budget in first year:

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1) EXECUTIVE SUMMARY

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 We are DMB&B an advertising agency located in London; we provide a full service of
marketing, advertising, design, and public relations to a different kind of firms serving in any
local, regional, national, and international context. We stand for the essentials of
communication strategies in order to have an effective, on-target marketing; we work for
building and positioning brands and make the most of our client’s marketing efforts.

Our mission and vision statements are based on values such as being strategic, leadership,
providing excellent service with guaranteed results, be passionate and integral, committed,
fun and open environment.

The organization chart of our advertising agency has the main departments with the following
structure:
DMB & B

Managing Director Creative Director Media Director Planning Director

(Abhishek Jain) (Humberto) (Yasin) (Gursharan Singh)

Our client “World Health Organisation-WHO” for this particular advertising campaign is a
global humanitarian organization, a consortium of an international Youth Health
Organization, Police and community based charity cooperative working with a Division of a
global anti-personal violence prevention organization. From this it can be deduced that this
marketing communication campaign stands on the fields of social marketing because the
knife crime in the urban and contemporary societies is basically a social issue that concerns
the majority of cities and towns of the world. According to the client there is going to be a
high increase of the knife crime in London projected for the next three years.

Our main objective is to encourage the young people not to use the knife by using different
communication tools, involving different stakeholders and using different medium to give a
positive impact to reduce the use of knife. We want the young people to understand and
aware of the consequences of the knife crime-for themselves, their families and their
communities and how to tackle and reduce the knife crime in London. We also want to
encourage local communities, stakeholders and parents to come forward and work effectively
to reduce knife crime.

Our main strategy in general is to identify the right segments and target audience on the basis
of creative brief, data and research on knife crime in London and produce a communication
campaign to create awareness regarding the knife crime, and measure the effectiveness of the
campaign by using different models and through primary research in the segments.

The strategies are made by keeping in mind to expand this campaign in future and exportable
to other countries.

2) INTRODUCTION

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According to the report on knife crime, there are many numbers of continue stabbings and
knife incidents has been reported, around 5 young people have been stabbed in knife crime in
one week in 2007 (Eades et al, 2007). The knife crime has affected the young people
disproportionately. There is a tremendous increase in the young people who are carrying
knives with them and are also getting involved in the knife crime. According to the latest
figures from the Metropolitan Police show a 12% drop in knife crime in the capital of the UK
(BBC news, 2009) although according to the reports obtained from the NHS in the London’s
Hospital A&E departments shows that there is been an increased in the child knife crime
victims. The reason of this difference is because in most of the cases the kids do not tell the
police about these issues:

3) SITUATION ANALYSIS: Knife crime in London

The knife crime survey in London shows that there has been a notable increase in the knife
crime in last 5 years. The survey shows that as compare to adult, children and young people
experience greater levels of victimisation. The report on knife crime shows that 52% of all
knife crime suspects are from the age of 10-25 years.

Table 1.1) Knife crime by Age group, 2007-2008 Table 1.2) Youth population by age & sex, London

Knife crime Accused Age group Population (%)

Age group (2007-2008) Population (Number)
10 to 13 3%
14 to 17 20% 0-15 Yrs 20 1470400
18 to 21 17% 16-24 Yrs 12
22 to 25 12% 882240
26 to 29 9% Male: 49%
30 to 34 13% Female: 51%
35 to 39 11%
40 to 44 7% As per annual population survey 2006,
45 to 49 4% youth between the ages 0-24 yrs represent
50 to 59 3% 32% of London population which are
60 to 69 1% 2352640 in numbers in 2006.In this
70 plus 0% campaign we can say that the target
(Source: TPHQ knife crime report, 2004) audience
(Source: for theandplan
Data management analystisgroup,
2.32006)
million

Table 1.3) Youth population by Borough & Income levels, London

Region District/unitary authority Total no. of children in Total no. of Percentage of total
region children in low no. of children

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 income families

London Barking and Dagenham 45,020 26,690 59%

London Barnet 74,445 27,620 37%
London Bexley 51,490 17,710 34%
London Brent 64,130 34,460 54%
London Bromley 66,860 20,310 30%
London Camden 36,050 20,340 56%
London Croydon 80,685 36,470 45%
London Ealing 70,780 32,990 47%
London Enfield 71,955 36,980 51%
London Greenwich 54,785 29,870 55%
London Hackney 56,800 38,190 67%
London Hammersmith and Fulham 31,140 15,720 50%
London Haringey 55,285 33,990 61%
London Harrow 50,560 19,110 38%
London Havering 50,015 16,190 32%
London Hillingdon 59,910 23,640 39%
London Hounslow 52,285 23,740 45%
London Islington 36,195 22,150 61%
London Kensington and Chelsea 21,760 9,040 42%
London Kingston upon Thames 30,595 8,470 28%
London Lambeth 59,750 35,390 59%
London Lewisham 59,530 32,880 55%
London Merton 40,075 15,290 38%
London Newham 73,635 50,690 69%
London Redbridge 61,965 27,110 44%
London Richmond upon Thames 36,525 7,490 21%
London Southwark 57,995 35,110 61%
London Sutton 40,765 12,700 31%
London Tower Hamlets 54,005 42,850 79%
London Waltham Forest 57,415 31,310 55%
London Wands worth 52,235 21,330 41%
Westminster and City of
London London 31,740 16,670 53%
(Source: London Borough stat- pack, 2009)

The above data is important to target the areas where the % for children in low income
families is high. Lambeth (59 %), Hackney (67%), Southwark (61%), Newham (69%),
Haringey (61%), Tower hamlets (79%), Brent (54 %) are the areas where the % of children in
low income group is high. The figure 1.3 shows that these areas also experienced the
maximum number of offences in 2007-2008

In terms of psychographics segmentation, the social class is in the lower end of the social
economic spectrum and the activities that the young people are most influenced by the music
and television (Crime reduction home office, 2009)

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Target audience in “Prevention of knife crime” plan, London

Through this campaign, we want to target young people 11-25 Years old who lives in areas
where knife crime rate is high in comparison to other areas and especially are from the lower
end of the social-economic spectrum. It seems that knives are becoming normalised among
this age group, and levels of knife ownership and carriage are growing. We are also targeting
various stakeholders related to knife crime who can play a very important role to build
momentum and support to stand unites against knife crime.

Youth : Victim and non victim of knife crime

Stakeholders : School, Public transport, knife manufacturer, local community, media

Parents : Parents with dependent children in family

In 2003-2004, 14110 cases of knife crime happened in London (TPHW knife crime report,
2004). The 10 borough Lambeth, Hackney, Southwark, Newham, Haringey, Tower hamlets,
Brent, Lewisham, Waltham forest and Croydon contribute 50% of knife crime, as maximum
offences (7024 offences) in 2003-2004 are from these areas. Seven boroughs Kensington &
Chelsea, Barking & Dagenham, Greenwich, Kingston, Enfield, and Bromley & Hounslow are
the emerging areas where knife crime increased in 2007-2008.We are targeting the top 15
boroughs (Top 10 & emerging) in the communication plan on “Prevention of knife crime”.

Table 1.4) Top 10 boroughs in knife crime (2003-2004)

Offenc Contributio Emerging

No. Borough es n Cumulative contribution borough
1 Lambeth 897 6.40% 6.40% Kensington
2 Hackney 841 6.00% 12.30% Kingston
3 Southwark 822 5.80% 18.10% Barking
4 Newham 784 5.60% 23.70% Greenwich
5 Haringey 681 4.80% 28.50% Enfield
6 Tower Hamlets 648 4.60% 33.10% Bromley
7 Brent 639 4.50% 37.60% Hounslow
8 Lewisham 581 4.10% 41.80%
9 Waltham forest 577 4.10% 45.90%
10 Croydon 554 3.90% 49.80%
(TPHQ knife crime report, 2004)

Key messages:

Target audience Key messages

Youth "Life or knife.......you decide"
• If you carry knives you're more likely to get stabbed yourself
• Say "no" to knives

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 • Most young people don't carry knives
• It is illegal to carry knives

• Talk about knives, encourage positive dialogue with students to help keep
Schools them safe and encourage them to stay away from knife crime.

• Criminal record could affect the rest of life-it could prevent from getting
job, going to university/college or even travelling abroad to certain
countries.

Public transport • Metal detectors to be installed in the possible tube and bus stations.
& Public places • Announcements about the operation of CCTV.

Knife • It is illegal to sell any kind of knife (including cutlery and kitchen knife) to
manufacturer anyone age below 18 years.

• It is illegal to market any knife as suitable for combat, or in ways that are
likely to encourage violent behaviour involving the use of a knife as a
weapon.

The above messages will be delivered through different medium discussed in the
communication strategy.

COMMUNICATION STRATEGY:

To achieve the aims and objective, we have devised a strategy that follows two very specific
objectives to campaigning. They are:

1) Behaviour change objective :

Behaviour change campaign aim to reach deep into daily life for specific groups of
people, and motivate them to change habitual behaviour. In the context of knife crime,
the habit behaviour we want to change is the carrying of knife. To change behaviour,
the objective of the campaign is to demonstrate tangible, self interest benefits to the
audience in a way that resonates with them.

2) Communication objective :
• To increase awareness in teenagers about the danger of carrying knives and
chances of getting attacked.
• To increase youth participation in individual and communities activities that
increases awareness of knife crime and reduce vulnerabilities to knife crime.

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 • To involve schools, police youth, public transport, knife manufacturers,
community & media to work around a unifying theme of “LIFE or
CRIME......you decide”.
• To build links between those in the community dealing with knife crime and
those in the community with the capacity to reduce knife crime.

Target group Behaviour objectives Communication objectives

1) Youth To reduce 10 % of juvenile To obtain 60% of awareness

mortality caused by knife of the campaign by the end
crime in target areas in of the first year.
London and a 20 %
diminution of young hospital
admissions by knife crime
after the first 12 months of
the campaign has been
launched,

2) Juvenile's
families A 30% of families, parents or
relatives have been
encouraged to have an open,
realistic and persistent
communication with their
kids about knife crime by the
end of year 2
Gain awareness of
campaign among 25 % of
families in target areas in
London within the first
year, and 40 % in year 2.
60% of those exposed to
campaign to recall message
of campaign when asked,
by the end of year 2.

3) Schools To provide seminars, For 90% of schools in the

sessions and social working target area to post billboards
in order to educate and be attentive of the
The youths from a 40% of the campaign within second
school in target areas in year.
London about the grave
disadvantage of the knife
crime, within the first year.

Tone of Voice:

Creative Appeals, Rational Appeals, Emotional Appeals

Due to this campaign is in the field of a social issue we have decided that the advert of this
marketing communication plan will have a mixed of rational appeal and emotional appeal,

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therefore the advert will be based on a fear appeal with a testimonial feature by ordinary
people talking about their negative experience with the knife crime, showing the past and the
present of their lives. Thus the main characters of the advert are regular people that look
pretty much to the target from different ethnicity backgrounds; teenagers, family members
and school members.

Story Board

All the adverts will have the same format but different characters and stories, in this way we
will cover the majority of the segments and target groups.

Different adverts will be rotating every time but always with the same format, slogan, logo
and key message so the advertising campaign will be easily recognise from the audience.

We have created some samples of the adverts that we are going to place on TV:

Adverts:

Advert 1: Time 20 seconds

Advert 2: Time 20 sec

Advert 3: Time 20 sec

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Advert 4: Time 20 sec

Billboard:

LIFE or KNIFE......YOU
DECIDE

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 Campaign Integration:

In the target areas in London, “Life or crime.....you decide” will be

delivered through a range of communication channels that can distribute
a message, targeting 11-24 Year olds. The campaign will be 2 year long.
The medium is decided through the careful study of media spent data
given in Figure 1.4. Before deciding which media will and will not be
included in the media mix, several criteria given in figure 1.5 are keeping
in mind.

Graph 1.1): Percentage spends on advertising media in the European

Union.
Mixed media criteria
Quantitative criteria Reach
Frequency
Selectivity
Geographic flexibility
Speed of reach
Message life
Seasonal influence

Qualitative criteria Image building capability

Emotional impact
Medium involvement
Active or passive medium
Attention devote to medium
Quality of reproduction
Adding value to the message
Amount of information that
Source: Pelsmacker et al, 2005
can be conveyed.
Demonstration capability
In the knife crime communication plan, the message will be
delivered through TV, Radio, Daily press, Outdoor. The total of
Technical criteria Production cost
15 boroughs and estimated population of 2.1 million will be
Media buying characteristics
covered. The next part of the report will discuss about the
Media availability
integration of the plan.

Source: Pelemacker et al,

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Campaign Planning/Media Plan

This media plan has been chosen strategically according to the life styles of the target
audiences according with the psychographics factors of the segments based on their
preferences and the activities they most like.

TV Adverts:

• 3 different adverts will be aired in all the 15 target market at the same time.
• The adverts will feature the character of black, Asian and white people targeting the
youth by their ethnicity i.e. Black Caribbean, Asian and sub continents and the white
people.
• Adverts will run in English, Hindi and Caribbean language to target youth from
different community.
• Music, Sports and entertainment channel will be taken to target mainly the youth from
white community.
• Ethnic channels i.e. Hindi, Caribbean will be taken to target mainly the youth from
black and Asian community.
• All TV channels and programmes will be taken on the basis of the television audience
rating charts and will be placed on the prime time and entire day on weekends.
• The logo and the slogan “Life or crime...you decide” will be placed in the entire
commercial.
• The sponsorships of the programme like “Big brother is sponsored by World health
organisation-WHO”

Radio Adverts:

• Various jingles will be prepared on different languages i.e. Hindi, English &
Caribbean to target the youth by their ethnicity.
• The special placement of jingles like the first and last jingle in the commercial break
will be done to get the maximum listenership.
• The slogan “Life or Crime......you decide” will be used in the entire jingle to create
and do the branding for the campaign.
• The campaign will be running on ethnic and English FM radio bands specialised on
juvenile audience with the highest rating chart

Online Adverts

• Online adverts will be posted on YouTube, MySpace, Face book, Transport for
London site. A special dedicated website www.lifeorcrime.co.uk will be created.
Interactive Adverts will be posted on video games and mobile phones.

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Sponsoring

• Sponsoring concerts and events and pamphlets will be distributed in the 15 target
areas.

Poster and billboards:

• Posters and billboards will be posted in strategic areas where the target
audience spend most of their time such as near to the schools, bus stops, tube
stations and clubs.
• Seminars in schools with parents will be organised to spread awareness and
talk about the consequences of knife crime.

Budgeting

• The spend in the first year will be heavy to create maximum awareness and branding
for the campaign. The second year would be the low and third year will be the
moderate. The bombardment through maximum buzz in the target market will be
done in the first year.
• The second year would be low in terms of spend and focus will be majorly on
measuring the effectiveness of the first year spend. The spend will be done on the
research activities with the presence in cheap medium like radio, Online, Posters &
billboards by spending money on research
• On the basis of the research, the remaining money will be spend on third with the
objective to more focus on the target audience and branding the campaign.

Estimate spends of budget in 3 years:

Total spend in the first year (April 2010- March 2011) : £ 3.5 Million
Total spend in the second year (April 2011-March 2012) : £ 1.5 Million
Total spend in the third year (April 2012- March 2013) : £ 2.5 Million

Graph 1.2) Distribution of budget in first year:

Mediu Spend
m (%) Spend (£ million)
TV 40 1.4
Radio 10 0.35
Outdoor 15 0.7
Internet 20 0.7
Others 15 0.35
Total 100 3.50 m

Distribution of budget in the second year & third year

15
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After spending £3.50 million in the first year, we will evaluate the effectiveness of the
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medium

and distribute the budget according in the different medium.

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Campaign schedule: See Appendices 1, 2, 3 & 4

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EVALUATION

Within the first year of the campaign we will evaluate and measure our communication and

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behavioural objectives based on the academic marketing models; AIDA, Hierarchic Effects
and the foot cone Belding grid by doing the following steps:

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1. Gain primary data by doing focus groups and surveys of the targets. So we will
evaluate the attention, interest, desire and action of the campaign in the target
audience, in addition to this we will measure the awareness, knowledge, liking,

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preference, conviction and purchase in terms of the knife crime, furthermore we will
examine the perception of the targets in terms of this social issue.
2. We will research secondary data from the hospitals of London regarding the reports of
the admissions of the youth by the knife crime.
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3. We will communicate with the Metropolitan police in order to gain secondary data
from the official reports of young people carrying knife and compare it with the
previous years and also the statistics regarding the knife crime in London.

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4. Measuring cost per thousand :

Reference List:

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1) Pelsmacker, P, Geunes, M, Bergh, J (2005), “Foundation of marketing
communication: A European perspective,”

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2) www.london.gov.uk/gla/publications/factsandfigures/boros2009/

3) Eades, C, Grimshaw, R, Selvestri, A, (2007), “Knife crime-A review of evidence and

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policy”centre for crime and justice policy, London

4) DMAG briefing 2008-05, “A profile of Londoners by birth 2006” Data management and

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analyst group, London

5) Fill, C, (2006), “ Simply marketing communication” Pearson education group, London

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6) http://news.bbc.co.uk/1/hi/england/london/7972059.stm

7) http://www.crimereduction.homeoffice.gov.uk/stopknifecrime/campaign_national.htm

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 Component B
“Reflective Course Journal”
12/4/2009
Submitted to : Mr. Norman Brady

Submitted By : Abhishek Jain (000547908)

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Week 2, Wednesday, 7th October 2009:

I attended the first class of “Marketing communication” given by our course leader Mr. Norman
Brady. The lecture was on the topic “How communication works: Impact on consumer behaviour”. I
find the first lecture very tough as the subject was very new to me and I missed the introduction class
a week before. Norman told me that he will spend 15 minute after the class to brief about the course,
assignment, deadlines and submission dates. I find this approach of Norman very professional and
focussed in his teaching. He knew that the overview and understanding of the subject is very
important for the student to learn........I felt thankful to Norman.

Norman presented various slides on communication work and its impact on consumer behaviour. He
discussed following points in the lecture:

• Consumer behaviour

• Communication process:

• Consumer decision making process:

• Information processing:

• IMC models

I find some slides very interesting and some difficult as I didn’t knew the use of some models and
theories in practical things. I thought that it is very important to refer some books related to the course
to understand the theories and models and their practical use. I liked slide number 4 (Communication
process), 5 (Consumer decision making process) & 9 (Information process) as I could relate it to
myself as a consumer. After the class, Norman briefed me about the application and importance of
marketing communication and the assignment which we need to work in a group. Also he told the
class to work on the next week presentation on “Greenwich cologne” in a group.

Why groups were formed?

Why? ....... The judgement criteria in the assignment work “communication plan on knife crime
prevention” were divided into three parts a) Group plan, b) Reflective journal, c) Individual essay.
The component “A” group plan required the members of team to work together on the plan.

How groups were formed?

The group of 5 members had been formed by Norman and allotted to us to work on the
communication plan. I wanted to choose the group members of the team but we didn’t give the choice
to choose members for our team as other students in class already made the group in the first class
which I missed.

My views on the formation group?

I find the group very big to work on the project as I was worried about the coordination and difference
in opinion among team members. Also I had some bad past experience in projects with one of the
team member in the group like lack of discipline, punctuality, seriousness about work and lack of

18
understanding. I decided to request Norman to make group of 3 members each so that I would not
face the same problem again which I experienced in the past with one of the team member.

After the class, we have decided to meet on every Friday (4.30-6.30 PM) and Sunday (4.30-6.30) to
work in a group for the assignments and the tutorials.

Week 2, 9th October 09, 4:30-6:30

First group meeting:

Topic : Presentation on “Greenwich cologne”

Place : Greenwich university library

Minute of the meeting : 2 hours (4.30-6.30 PM)

I met with two of the group member (Guru and Humberto) in the university library and surprised to
see that remaining two members (Edward and Yasin) are not bothered to inform about their absence
in the meeting. I decided to issue the recommended book for the course “Marketing communication
and start working for the next lecture presentation. We discussed about the 1st lecture slides and tried
to relate the marketing communication models in making the presentation for “Greenwich cologne”.

I find the behaviour of Guru and Humberto good and helpful in making the presentation for
Greenwich cologne. I was quiet comfortable with Guru and Humberto. I was little worried about
Edward and Yasin and didn’t want to suffer my work because of some lack in coordination,
indiscipline and delay in meeting from any of the team member. We did some secondary research on
the cologne industry and decided to meet again to Sunday with some more data on cologne. We ended
the day.

Learning from the day:

I realised that a group work needs lot of coordination and focussed approach to complete any task. I
thought that if you are working in a group than the group efforts matters a lot than your individual
efforts. I realised that this group project will give lot of learning and will help if any situation arises in
future at the time of your employment.

Week 2, 11th October 09,

I was not well and text my group member about my non availability for next two days. I asked my
team members to request Norman to postpone our presentation on “Greenwich cologne” for next
week. My team members agreed on it and I felt thankful to all of them.

Week 3, 14th October 09, 1600-1900 Hrs, Room no. 368, Queen Anne building, Lecture

Norman decided to start the day by taking the presentation on “Greenwich cologne”. I and my team
members requested Norman to postpone our presentation for the next week as we were not able to
prepare for the slides because I was ill and one team member was out of city.

19
Norman agreed to it and told us to present on next week. I felt thankful to Norman...The other group
(Drolma, Yen, Huong & Nock) started the presentation and talked about their strategy to promote
“Greenwich cologne” in London. They talked about various communication strategies for Greenwich
cologne but didn’t talk much about the theories and models used in making those strategies. After the
presentation, Norman gave their feedback on the presentation and asked the other group to use various
models like AIDA, Hierarchy- of-effects to make strategies for the assignments on “Prevention of
knife crime”.

After the class, I requested Norman if he can make 3 groups of 3 members each rather than 2 groups
of 4 & 5 members in each group. Norman agreed to it and told me to work with Guru and Humberto.
The other two members (Guru & Humberto) didn’t say anything and agreed to work in a group of 3
people.

Edward didn’t like it and reacted to it by saying that I am splitting the group. I replied that my
intention was not to split the group but I just want to work in a small group and showed my interest to
Norman. I didn’t force Norman to do it. Norman agreed to it and told Edward that he will speak to
Edward one to one. I didn’t like that Edward misunderstood me but then I thought that Norman is
experienced enough to handle the situation and I will accept whatever he decide.

We moved forward for the lecture and Norman showed us the slides on the following topic:

• Campaign planning

• Agency-client relationship

• Creative brief

• Identifying objective

• Perceptual mapping

• Components of brand

• Core brand values

• Brand attitude strategy

I find the lecture very interesting and got some outline for the assignment work. I liked the perceptual
map of Vodafone & T-Mobile and decided to work on the perceptual map for knife crime.

Learning from the day:

The little conflict with Edward makes me realise that sometimes you get into the situation where you
really need a mentor or guide to help you in the situation. As a mentor, Norman played a very
important to sought out the conflict between me and Edward regarding working in the same group. I
realised that if you get into the situation in your employment than you should discuss with your
immediate boss for the solution. Also you should convince you boss with the valid reason of your
conflict with the person.

Week 3, 16th October 09, 4.30-6.30 PM

20
Topic : Group presentation on “Greenwich cologne”

Place : Greenwich university library

Minute of the meeting : 2 Hours, 4.30-6.30 PM

I met with Guru & Humber to and happy to see that we all met before time outside the Greenwich
university library. I got the text from Yasin that he wants to work in our group and ready to do
whatever work we assign to him. I communicate the same to Guru and Humberto and asked for their
opinion on the same. We decided in a group to take Yasin in our group as he was very keen and
humble in working with our group.

We started working on the presentation on “Greenwich cologne” and decided to divide the
presentation into 4 parts:

1) Abhishek Jain : Introduction, need of marketing communication, method of

marketing communication & planning formats IMC models &
Information processing.

2) Guru : The process of evaluation, need of market research.

3) Humber to : Market segmentation

4) Basin : SMART objectives

We started working on the assigned topics and decided to meet on Sunday for the final presentation
on “Greenwich cologne”. We had a talk about the final assignment and decided to do some secondary
research on “Knife crime” before we start writing for the assignment.

Week 3, 18th October 09, Sunday 4.30-6.30 PM

Topic : Making of presentation slides and discussion on assignments

Place : Greenwich university library

Minute of the meeting : 2 hour, 4.30-6.30

I met with Guru & Humber to and made the final presentation on “Greenwich cologne”. We decided
to text and mail Basin about his part of presentation so that he can prepare something and present on
the next lecture. We decided to meet for 1 hour before the class to practise for the presentation.

Learning from the week:

Sometimes you have to take initiatives in a group and act as a leader to complete the group task. All
members are not same in the group and you have to find the solution to complete the task of group
work.

Week 4, 21st October 09, 1600-1900 Hrs, Room no. 368, Queen Marry building

21
13:00-14:00 Hrs:

We met in a group and practise for presentation. I saw Yasin for the first time in our group. I was
happy to see that he prepared his part and ready for the presentation.

1600-1900 Hrs

Norman started the lecture with the presentation of our group. I started the presentation followed by
the other team members.

Norman’s feedback on presentation:

Norman liked the presentation but he thought that we have covered most of theory part and didn’t talk
about the implementation of theories in “Greenwich cologne communication plan”. Also he briefed
about the different strategies which we could use for “Greenwich cologne”.

We moved forward for the lecture and Norman showed us the slides on the following topic:

• Brand strategy

• Branding and positioning

• Case study: Eauzone mineral water

• Brand life cycle positioning

• Creative platform

• Video advert of Eauzone mineral water

In the end of the lecture, Norman gave us the article on “Protection motivation theory” and asked all
of us to read the article for the discussion in the next class.

Week 4, 23rd October 09, 16:30-18:30 Hrs

Topic : Discussion on the structure of group plan

Place : Greenwich university library

Minute of the meeting : 2 Hrs, 16:30-18:30 Hrs

I met with Guru, Yasin & Humberto discuss about the assignment work. I showed them some article
related to Social marketing, knife crime & gun crime in London. I wanted to take some reference from
the article and apply the same on our group plan. I decided to work out the outline of the plan so that
we can start working step by step on the plan. I took some structure from the Marketing
communication book and decided to work on either of the below mention structure:

Structure of the group plan:

SOSTAC:

22
 Situation analysis, Objective, Strategy, Tactics, Action, Control

RABOSTIC:

Research and analysis, Audience identification, Budget & allocation, Objectives, strategy, Tactics,
implementation, control

I find ROBOSTIC model interesting and discussed with my team members to follow the ROBOSTIC
structure in the group plan. They all agreed to the structure and we made the complete outline of the
plan:

Outline of the plan using ROBOSTIC model: (Source: Pelsmacker, P, 2005)

Model Topic Week Date

R Research & Analysis 4th 23rd October

Audience
identification/Target
A Market/segmentation 4th 25th October

B Budgeting & allocation 5th 30th October

5th 1st November

O Objectives 5th 6th November

S Strategy 6th 8th November

6th 13th November

T Tactics 7th 15th November

I Implementation 7th 18th November

C Control 8th 23rd November

We decided to work on the above mention schedule till 23rd of October and then we will compile the
complete work into one final project which we all need to submit in a group.

Learning from the day:

23
The ROBOSTIC model taught by Norman helped me to structure the group plan and assigned the job
in a team for every week. The model helped all of us to work on specific topics in every week to
complete the group plan.

Week 4, 25th October 09, 16:30-18:30 Hrs

Topic of the meeting: Audience segmentation for the group plan

Place of the meeting: Greenwich university library

Minute of the meeting: 2 Hrs, 16:30-18:30

As per the schedule, we all met and discuss about the audience segmentation of the group plan. We all
agreed to the point that youth age between 10-24 are involved into knife crime. The researched report
and articles on knife crime supported our view because maximum knife crime in London is done by
young people age between 10-24 years. We also decided to target key stakeholders like school, media,
public places, youth police and knife manufacturer in the target audience of group plan.

Week 5, 28th October 09, 1600-1900 Hrs, Room no. 368, Queen Marry building

Norman took the lecture and discussed about the following topics:

• Communication mix

• Target audience

• Media implementation cycle

• Media objectives

• Media measurement

• Select IMC media mix

• Media buying

• Media measurement

• Advertising media schedule and measurement

After the class, Norman discussed about the article on “Protection motivation theory in drunk
driving”. Norman arranged the class like a seminar and discussed about the PMC theory. The PMC
theory helped me to understand the practical implication of theories into marketing communication
plan.

Week 5, 30th October 09, 16:30-18:30 Hrs

Topic : “Budgeting and allocation part” for the group plan

Place : Greenwich university library 24

Time : 2 hrs, 16:30- 18:30 Hrs
We met in a group and identified various medium through which we can target the youth in different
segments. We identified various medium and allocated job to each member in the group for different
medim.We divided the job to group members in the following way:

Abhishek : TV budgeting : Identify TV channels (Ethnic & English) in target market

Guru : Radio budgeting : Identify different radio (Ethnic & English) in target market

Humber to : Internet budgeting : Identify different ways to target youth in target market

Basin : Billboard : Identify different ways to target youth in target market

Week 5, 1st November 09, 16:30-18:30 Hrs

Topic : “Budgeting and allocation part” for the group plan

Place : Greenwich university library

Time : 2 hrs, 16:30- 18:30 Hrs

We finalised the budgeting part and identified different medium through which we can target the
youth in target market.

Week 6, 4th November 09, 1600-1900 Hrs, Room no. 368, Queen Marry building

Norman took the lecture and discussed about the following slides:

Campaign strategy-Measurement and evaluation

Norman told us to write something about the plan and discuss in the next class for the feedback.

Week 6, 6th November & 8th November 09, 16:30-18:30 Hrs

We discussed about the various communication strategies and referred to various marketing
communication books. We also discussed about the topics which we covered till date so that we can
make the complete outline for the plan and send to Norman. Our work seems to be very normal and
nothing seems be in right order. We got confused and decided to discuss the same with Norman

Week 7, 11th November 09, 1600-1900 Hrs, Room no. 368, Queen Marry building

Norman discussed about the topic “Achieving integrated marketing communication”. After the class,
Norman expected all of us to present something on the group plan. We didn’t prepare anything and
everybody seems to be confused about the plan. This attitude of the class seems very shocking for the

25
Norman as we were on the 7th lecture and nobody prepared the plan. Norman got annoyed and I felt
embarrassed. Norman gave the deadline to send the group plan for the feedback by 17th of November.

Week 7, 13th November 09.

Topic : “Tactics and review on the group plan

Place : Greenwich university library

Time : 2 hrs, 16:30- 18:30 Hrs

We discussed about the different tactics to use in targeting youth and stakeholders in the group plan. I
got some valuable suggestion from Guru and Humberto to discuss about different medium and tactics
to use in the group plan.

Week 8th, 15th November 09.

Topic : “Implementation and review on the group plan”

Place : Greenwich university library

Time : 2 hrs, 16:30- 18:30 Hrs

The set deadline really worked for me and I started working on the group plan as I didn’t want to miss
the opportunity to get the feedback on the plan. I worked out the rough outline with the team member
and sent the same on 17th to Norman for the feedback. I got the return mail from the Norman and he
wanted our team to meet next day.

Week 8, 18th November 09, 1600-1900 Hrs, Room no. 368, Queen Marry building

I met Norman with my team members and Norman gave the feedback on the plan. The plan was not
structured at all and our strategy to target the migrants youth is denied by Norman. He gave us the
required structure for the group plan and told us to focus the youth in entire London.

Week 8, 20th November 09, 1600-1900 Hrs,

We decided in a group to write the complete group plan individually and decided to meet again on
25th to compile the individual writing into one project.

Week 9, 25th November 09, 1600-1800 Hrs

We did the correction on the group plan and everybody gave their suggestion regarding the area of
improvements in the plan.

Week 10, 28th October 09

We compiled the project into the final project and decided to send the final group plan to Norman for
the feeback.

26
 Component C
“Essay Writing”
Date: 04/12/2009

Submitted to : Mr. Norman Brady

Submitted by : Abhishek Jain (000547908)

27
Marketing communication plan on “Knife crime prevention” required lot of research to
understand different models, concepts and theories relevant for marketing communication
management practice. The theories help to understand the psychology of the receiver, when
exposed to particular communication. The theories and models play a very important role in
social marketing because the objective of any social marketing campaign is to change
behaviour (Hastings, S, 2007). The communication theories and models help to understand
the psychology of any particular behaviour like the psychology behind the knife crime in
youth and the social marketers put efforts to change that psychology through different
communication activities.

Marketing communication process: (Source: Picton, D, Broderick, A, 2005)

Sender Encoding Message

Feedback Media

Response Receiver Decoding

IMC models:

Marketing communication management has a number of tested and academically documented

models like Hierarchy-of-effect-models, Elaboration likelihood model, Foot-Cone-Belding
grid and theory of planned (TPB) model (Pelsmacker et al, 2005) The models recognize the
psychology in which a consumer or receiver might process in marketing communications.
The models studies the consumer involvement and cognitive, affective and behaviour aspect
of message processing (Pelsmacker et al, 2005).

Year Model Cognitive Affective Conative

1900 AIDA, St Elmo Lewis Attention Interest, Desire Action

Action,
1911 AIDAS, Sheldon Attention Interest, Desire Satisfaction

1961 ACCA (or DAGMAR), Colley Awareness, Conviction Action

Comprehensio
n

1962 AIETA, Rogers Awareness Interest, Evaluation Trial, adoption

1971 ACALTA, Robertson Awareness, Attitude, Legitimating Trial, adoption

comprehension
Use of Hierarchy-of-effects model in “Prevention of knife crime” adverts:

28
Hierarchy of effect model assumes that things have to happen in a certain order, implying that
the earlier effects form necessary conditions in order for the later effects to occur.(Pelsmacker
et al, 2005). The models propose that buyers move from one state to the next on the way of
consumption. The sequential models are rooted in the cognitive tradition and require the
buyer to think about the communication in order to be able to comprehend the marketer’s
message. The hierarchy of effects models can be seen to be most relevant in a knife crime
scenario in which youth needs to be given information about the danger of carrying knife
crime and chances of being attacked before arriving at a situation of committing knife crime.

According to these models, consumers go through three different stages in responding to

marketing communications, namely a cognitive, an effective and a conative stage, or a think-
feel-do sequence.

Youth Cognitive stage in below knife crime advert:

As per Hierarchy-of-effect-model, it is expected that after seeing the above commercial,

youth will engage in mental (thinking) processes which lead to awareness and knowledge of
the brand communicated. The above advert showing that after committing the knife crime,
youth might get the imprisonment and affect his life. These will aware youth to think about
the consequences in knife and lead to awareness and the knowledge of communication.

Youth affective stage in below mention knife crime adverts:

In the affective stage, emotional or feeling responses occur which are associated with the
above advert. The advert is showing that the family is suffering from the death caused by
knife crime. As per Hierarchy-of-effect-model, this kind of advert will create desire and
interest in youth to stay away from knife crime and let family and friend does not suffer from
this. The attitude towards the advert will be formed.

Youth conative stage in knife crime adverts:

29
The conative stage refers to undertaking actions with respect to the advertised brand, such as
buying it. As per Hierarchy-of-effects-model, the youth might change their behaviour in knife
crime after seeing the adverts mention above.

The Foot-Cone-Belding (FCB) grid:

Think
Feel

Think-Feel-Do Feel-Think-Do
High
Involvement

Do
Low Do-Feel-Think
Involvement Do-Feel-Think

Source: Pelsmacker et al, 2005

In FCB grid, four different situations are distinguished, based on two dimensions, i.e. the
high-low involvement and think-feel dimension.Involovement can be defined as the
importance people attach to a product or a buying decision, the extent to which one has to
think it over and the level of perceived risk associated with an adequate brand choice. The
think-feel dimension represents a continuum reflecting the extent to which a decision is made
on a cognitive or an affective basis.

Use of FCB grid in “prevention of knife crime” adverts:

The adverts on knife crime in the communication plan seem to fit in the high involvement
and Think-Feel-Do dimension. The adverts showing the risk of life and imprisonment after
committing the knife crime. This advert is expected to get the high involvement of youth
because of the risk of life is involved in it and youth will think (risk of life), Feel (death) and
do (not to commit knife crime). The FCB grid is extended to motivation, ability and
opportunity (MOA).

Elaboration likelihood model(Source Pelsmacker, P, 2005)

Central processing

Neutral Support 30
Counter

Argument arguments
Messag Motivatio Ability Opportuni
e n to to ty to
process process process

No No No

No Permane Permanent
attitud nt negative
Persuasive cue
e positive attitude
change change
Yes Yes

Peripheral No Processing
processing

Temporary Retain initial

attitude change attitude

The effects of the motivation, ability and opportunity factors on attitude formation and
marketing communications processing are presented in the Elaboration likelihood model
(ELM). If motivation, ability and opportunity are all high, the elaboration likelihood is said to
be high and consumers are expected to engage in central route processing. This means that
they are willing to elaborate on the information, to evaluate the arguments and find out what
the information really has to offer.

Use of elaboration likelihood model in “prevention of knife crime” messages:

The model says that recipient makes relationship with the piece of communication and
elaborates the communication by bringing their own thoughts, attitude, feelings and
experience. This model play a very important role in the impact of TV adverts in
communication plan “Prevention of knife crime” focussing on the theme “Life or
crime.......you decide”. The youth will be exposed to the advert and elaborate the
communication by their own thought feelings, attitude and experience. The nature and
amount of elaboration will have an impact on the persuasiveness of the communication.
Elaboration can take many forms and involve youth in searching for more information,
consulting with others, exploring feeling, thinking and so on.

How segmentation work in the communication plan “prevention of knife crime”:

Market segmentation is the process of dividing consumers into homogeneous group, i.e.
groups that share needs or react in a comparable way to marketing and communication efforts

31
 (Source: Picton, D, Broderick, A, 2005) The below mention variable given in the “Marketing
communication” book helped to divide the market into various homogeneous group:

Inferred
Objective (psychographic)
General Geographic, Demographic Social class
(Income, gender, age, Personality
education, profession, life Lifestyle
cycle)

Specific
(Behavioural) Occasion Benefit
Loyalty status Buyer readiness
User status
Usage rate
Source : Pelsmacker et al, 2005

On the basis of research done on knife crime and gun crime and article read on knife crime,
the below mention information are identified which helped to segment the target audience in
London:

• The number of offences occurred in knife crime in different locations in London

(Geographic segmentation)

• The victims involved by the age group and sex (Demographic-Age and gender wise
segmentation)

• The status of society in the places where maximum offences occurred in London
(Psychographic segmentation- Social class)

• On what situation most of the knife crime occurred, i.e. carrying a knife, out of
frustration, intentionally (Behaviour segmentation- occasion)

• Where the offences carried the most i.e. public places, transport, schools. to identify
the people directly or indirectly involved with the offences.

Stakeholder analysis:

Stakeholders are called the second target group (Pelsmacker et al, 2005).In the knife crime
communication plan, schools, public places, knife manufacturers, police youth, media are the
important stakeholders who are directly or indirectly affected by the knife crime. The below
mention table shows the various stakeholders, their need to associate with the campaign,
benefits from knife crime prevention and the potential role in knife crime.

Stakeholder Needs Benefits from Knife crime Potential role in Knife crime
Prevention

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Schools Bright future for children’s Safety and protection for children. Important role in knife crime
Friendly Environment education

Public
transport Safety for travellers Crime free transportation Youth travels frequently
in public transport

Police youth Voluntary work. Feeling of proud. Effective influence on Youth.

Social activity. Recognition.

Knife Fear of banned product Sale of products. Education about right use of
manufacturers knife.

Community Need assignments to work. Popularity of organisation. Important role in awareness.

Media Good stories. Public faith on medium. Awareness.

Commercial success.

Theories related to crime and relation in making the communication plan for knife
crime

• Social cognitive theory

• Protection motivation theory

• Social disorganised theory

• Stages of change theory

Social cognitive theory:

Social cognitive theory postulates that human behaviour is reciprocally determined by

internal personal factors (such as knowledge and self efficacy) and environmental factors
(such as levels of deprivation or availability of facilities in the local community), (Pelsmacker
et al, 2005)

The understanding of social cognitive theory in “prevention of knife crime” is very important
as youth of some communities i.e. Black African, Indian subcontinents are involved in crime
activities because of their strong peer influence. The reports on knife crime show that the
behaviour of crime in some youth is reciprocally determined by personal factors (Goals,
aspirations, self efficacy, education, symbolic needs and skills) and environmental factors.
(poor economic condition, poverty, unemployment, lack of education etc).

33
The understanding of social cognitive theory helped to understand and target the people who
live in lower income families, extended families and low economic conditions.

Protection motivation theory:

Researcher presented PMT theory in social marketing campaign to create effective anti
driving communications.PMT is a highly comprehensive theory of health communication that
is well accepted and widely used. According to protection motivation theory, individual are
influenced by several cognitions in social marketing campaign that are the focus of PMT
(Lavack, A, Cismaru, M, 2009)

The understanding of PMC model is very effective in the context of knife crime as perceived
vulnerability and perceived severity are high in knife crime. In the context of knife crime,
perceived vulnerability refers to the threat of one’s subjective perception of the risk of being
attacked by the knife. Perceived severity of a threat refers to feelings concerning the
seriousness of death. This dimension includes evaluation of both health consequences (e.g.
death, disability and pain) and possible social consequences (e.g. impact of the resulting
health condition on work, family life and social relations)

The coping appraisal mechanism in PMC model comprised of response efficacy, self efficacy
and perceived cost. Perceived response efficacy refers to a person’s belief that the
recommended behaviour will be effective in reducing or eliminating the danger. In the knife
crime context, the recommended behaviour of not carrying the knife can eliminate the danger
of being attacked of same knife.

Self efficacy refers to a person’s belief that he or she has the ability to overcome the cost
involved by the adoption of the recommended behaviour. The cost of life in knife crime can
motivate youth to adopt the recommended behaviour of not carrying knife with them.

Perceived cost represent the sum of all barriers to engaging in the recommended behaviour,
including monetary cost and non monetary cost such as: time, effort, inconvenience,
discomfort, social disapproval etc.

Social disorganised theory:

The theory assumes that the crime occurred in most of the places because of the
disorganisation in the society. The disorganisation in society like poor economic condition,
poverty, low standard of living leads to non satisfaction of need, which in turn the motivation
for crime. The theorist examined that people living in poor economic conditions are trying to
copy the images of people who are affluent in society and this leads to social comparison and
competitiveness (Hayward, K, 2007). It is assumed that in case of knife crime, youth who are
living in poor economic condition are having desire to be like affluent people and this
motivates them to do knife crime for robbery etc.

Stages of change theory

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The youth in London are carrying knives for safety without aware of the fact that it is very
dangerous and can cost their life as it increases the chances of being attacked from the same
knife. It is very important to change this behaviour of youth of carrying knife to the new
behaviour that it is dangerous and increases the chances of being attacked. The change in
behaviour in “prevention of knife crime” is possible only through a series of steps by social
marketers and the commitment by youth. The current plan on “prevention of knife crime” are
focussing youth for next 3 years through awareness and education programmes with the
objective of sustained behaviour change towards knife crime.

Preschool measures to control crime:

The essay shows the importance of preschool education in crime prevention measure. The
essay shows positive results in the experiment done in Perry elementary school in Ypsilanti,
Michigan in 1962.

Reference list:

1) Broderick, A, Picton, D (2005), “Integrated marketing communication”pearson

education ltd.Essex

2) Hastings, G (2007), “Social marketing”, Butterworth-Heinemann, Burlington

3) Harward, K (2007), “Situation crime prevention and its discontents: Rational choice
theory versus the culture of now, Social policy & administration issn 0144-5596, vol.
41, No.3, June 2007, pp. 232-250

4) Lavack, A, Cismaru, M, “Social marketing campaigns aimed at prevention drunk

driving, International marketing review Vol 26 No. 3, 2009,pp. 292-31

5) Pelsmacker, P, Geuens, M, Bergh, J (2005), “Foundation of marketing

communication” Pearson education ltd.Essex.

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