Communication has become equally challenging and inevitable in this era of globalization. An integrated method for communication and marketing has to chosen because they have the power to persuade the viewers to realize the organizations goal. This essay comprises of a detailed analysis of the integrated communication strategies adopted by Australian Red Cross- the power of humanity and an evaluation of the effectiveness of the strategies they adopted. Australian Red Cross has been successful in promoting their cause and realizing their goal set until now. But communication has become challenging to them due to the advancements in technology and globalization.
A new era is unfolding in the fields of advertising, promotions and marketing communications (Clow & Baack, 2007). All these processes are done through means of communication which is a combination of transmitting, receiving and processing of information. The process of communication if effective, will act as glue between different organizations and entities where as its failure ensures disaster to organizations. Communication has become inevitable because of the shrinking world in spite of the fact that their expenses are all time high. Because encoding and decoding to masses will not become a success unless a proper medium is chosen and communication is a continual process.
[...] The corporate identity of Australian Red Cross is composed of both tangible elements and intangible elements. The tangible elements include factors like services extended, promotions & communications, name & logo and employees. The intangible elements include the ideas and beliefs of the corporate personnel, media reports, the culture of the company, and their policies (Clow & Baack, 2007). A combination of all these elements forms the corporate image. Australian Red Cross has been very careful about choosing their name tag which happens to be ‘Australian Red Cross- the power of humanity' which leads to a cognitive interpretation of the message by the participants and the listeners. [...]
[...] For maintaining this stand in the public they should be careful about the five main elements that combine to make an impression on the public. They are advertising, media, public relations, internet and sales tools. Red Cross has a unique way of combining awareness and fun in advertisements which is well appreciated for both its humor and content. They also advertise on newspapers. Apart from the various forms of advertising, Red Cross has a magazine which is titled Humanitarian', which is published thrice a year (Humanitarian, 2011). They update their process and inform the public about their new promotional programmes. [...]
[...] It is easier to gain employees and volunteers for them. There are no conflicts among the employees because of the discretion due to caste, religion, strength, race and color. Red Cross is an independent entity (Australian Red Cross, 2010). The Communication style that is used by Red Cross is persuasive in nature. Though they use simple straight style of conveying a message, the images are always touching and induce a reaction in the readers. It is due to their persuasive power that they have managed to perform well in the past years, in spite of the competition and the various crises that were not predicted. [...]
[...] The emblems of Australian Red Cross are Red Cross, Red Crescent, and Red Crystal that means ‘Don't shoot' in any language. These emblems are protected by the Geneva conventions Act 1957 in Australia and depict humanity. They also indicate helpfulness. The emblem though not particularly a trade mark of Red Cross has done optimum benefits for the company as they have an impact on the minds of the viewers because of its existence with the same meaning for centuries. They prove the existence of a purpose. [...]
[...] They always try to achieve this in stipulated period by acting on time, involving partners, involving volunteers, working with communities and mainly by sticking on to their principles. They also stick on to their code of conduct to maintain their image. The main conduct areas that are defined by them are fundamental principles, respect, integrity, empowerment, Accountability, representation and champion. Red Cross's portrayal of brand image throughout has provided them with strengths and weakness. This organization was established in 1914. [...]
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