Marketing Communication is defined as, using messages/media to
communicate to your target market. For instance, if a company posts
imagines on Instagram they send a message to their followers to interpret.
Sometimes, these messages can be misinterpreted. In January 2018, the
clothing company, H&M became under fire, because a young African
American model was posted on their website wearing a green sweatshirt
with the printed words of “Coolest Monkey in the Jungle”. What message
do you think this image sends to its audience? Some may say “it’s not a big
deal” others have completely boycotted the brand because of its seemly
Another example is the more recent 2018 Nike Ad Campaign with
professional football player Colin Kaepernick. The Ad states “Believe in
something, even if it means sacrificing everything.” Is this campaign
controversial? Is it inspirational? Even though Nike sales have increased by 31% , is it worth the negative backslash from our own President ?
Trying to interpret a marketing campaign is extremely difficult, because we can’t truly understand how our audience views the message. Only if
marketing communication was like today’s cellphones, where we send out a great advertisement with no miscommunication and simply got the response “Message Received.”