Amnesty International - Literature review Example

Heading: Amnesty International Your name: Course name: Professors’ name: Date Explain what is meant by ‘operant conditioning’ in marketing communication. Provide an example of how your brand uses operant conditioning to communicate one of its messages According to Koekemoer and Bird (2005), operant conditioning is a reinforced behaviour whose success is measured based on the customer’s response. It is made up of a condition set by the company to allow customers respond to reinforcement in their own free way. Through the customer’s response, the company gets a signal on how the future of the product could be. The assumption is that the customer’s behaviour is more likely to persist since it developed over time. Through business promotions, communication of the organization’s product is done but decision making is left to remain voluntary in the customer. Consumer’s choice is highly based on information gathered concerning on the quality of the product (Smith & Taylor, 2004). Depending on the experience and the standard maintained, customer loyalty gets enhanced through communication. That explains the reason why customers keep on going back for the same product from the same company. For a new organization, customer’s choice can be influenced by the operant conditioning in marketing communication. An example of operant conditioning is setting a reward for clients who purchase the organization’s products. Though the aim of the reward is to acknowledge customers loyalty, it welcomes many whom had not tried the product before. In the process of pursuing the reward, the customers get the taste of the product even as their needs get met. Amnesty international is a global non profit making movement with supporters and activists from all over the world. Its main services are based on promotion of human rights (Amnesty, 2012). For the 50 years the organization has been in operation, communication has always been done to ensure corporate social responsibility is upheld. This has been enhanced by targeting every person in the world, educating them on their rights and helping them whose rights have been violated. With the increased crime rates in the world, there is a dire need for human rights to be protected and upheld. Amnesty international does so by first educating people that the world is the most important place and second emphasizing the need to protect human rights. They communicate the two aspects through different channels while ensuring they remain relevant to the different communities in the world. During the world human rights day, Amnesty International declared that their words, vision and imagination are all targeted to put a spotlight on people whose rights are under threat (Amnesty, 2012). This was one way of communicating to the world that their services are available and in case of human rights crisis, they could be called upon. They encourage people to take action in changing lives in the world around them. This step proved a worldwide campaign in an area that affects everybody when it strikes regardless of race and locality. What are some of the sources of information that your organisation could use to determine the levels and areas of need for its goods or services? Which two would be most useful and why? Amnesty international target market is global. As an organization, they have a lot of work to do since they need a wide base of information on where their services are needed. This will ensure that the organization remains relevant bearing in mind that crime on human rights violation keeps on increasing. Since their services needs are created by human behaviour, they need timely, organized and reliable sources to avoid working on false information. The most reliable and available sources could be from research and social survey, past events and statistics, conferences and campaigns and feedback from public talks. Following peace debates in the rival communities plus evaluating the response they get from their services could also serve as sources of information. A well maintained organization information system has good documentations on the Past involvement. This serves best in advising on the areas where human rights violation cases are likely to occur. When such recurs, the community expects them to intervene in a manner similar to the last involvement. The organization should therefore stay ready to intervene when called upon. In the prisons industry, Amnesty International has always been involved in fighting for the right of the detainees but still cases of torture still happen. A good example is the resent case of an 18 year old student in detention who experienced torture in Bahrain despite Bahrain’s promise of reforms (Amnesty, 2012). Human rights violation entirely remains a social issue where research and social survey could offer relevant information. A research on how human rights issues are handled by a given community enlightens the organization on the likelihood of violation and the need to protect the people before hand. Research helps the organization gather data that remains useful as far as handling the issues are concerned. Through the research, the organization is able to determine the need to educate the communities on human rights as well as alert them of the threats around them. When the two are met, the people involved are able to respect, promote and defend human rights (Amnesty, 2012). A social survey comes in handy in establishing the situations in which human rights get violated. The condition behind the issues and the impact created on the victim’s mental health can only be determined using a social survey. The response on the survey questions will help a certain the depth of the damage since it will expose hidden issues. Depending on the degree of the effect, the victim exhibits different behaviors that may need more attention. Through a successful process of victim recovery, the community around gains trusts as the basic part of social interaction with the organization (Bill, 2003). Define and discuss the importance of ‘positioning’ in marketing communication with relevant marcom literature. Using one marketing communication example from your brand to demonstrate the positioning of your brand. Positioning in marketing communication is the aspect of having the product get into the customers mind and make the customer believe in the product more than any other. It involves reinforcements and making known to the customer any changes as they occur. This ensures that positive response is maintained in the customers. In the current market, customers can get all the information they need on similar products from various sources around them. A well positioned product gets into the customer’s mind regardless of the product flooding in the market. Prior knowledge and experience of the product makes the customer remain loyal to it regardless of the volume of advertisement available (Stevens, 2012). Market communication positioning is all about the customer. It targets the customer with every statement it displays in the advertisement and selling strategy. It takes care of the questions that the customer could contend with before purchasing the product. The best positioned product, meets the needs of the customer which affects the organization’s image. Positioning in marketing communication ensures that the customer finds it hard to change the impression he/she has on the product and the company. Believe of the customer on the product is aimed at remaining intact through value consistency and continued advertisement. An organization gets to know the success of their positioning by looking at the results from sales and customer’s response. According to Ries, & Trout (2010), getting into somebody’s mind first is the quickest and most effective way. Amnesty international has been fighting for human rights for over 50 years now. That explains why the organization has gained so much popularity and trust in the practice of the law. As an organization, it services have been outstanding to the public since advocacy level has proved to be reliable. Performance has been highly favored by the fact that the organization specializes in human rights and it has been clear to the global community. Through good service, the world has developed reliance on the organization’s ability to solve human rights issues by believing in the campaign strategy of making the world a better place. Amnesty international has remained faithful in communicating to the members of the public on any new improvement they make. In response to the growing need in human rights campaigns, the organization has introduced the position of Director of Campaign and Fundraising (Baker, 2011). This report to the public means more improved services for everybody. It is a sure way of telling the public, they are the reasons for the organizations existence. It also serves as a welcoming call to the members of the public to participate in the campaigns against violation of human rights. References Amnesty. (2012). Annual Report 2011. Amnesty. Org. Retrieved from: http://www.amnesty.org/en Amnesty. (2012). Latest News. Amnesty. Ie. Retrieved from: http://www.amnesty.ie/news Baker, R. (2011 Dec, 12). Amnesty International Creates campaign director role. Marketingweek. Retrieved from: http://www.marketingweek.co.uk/sectors/industry/amnesty-international-creates-campaign-director-role/3032652.article Bill, D., T. (2003). What are the socio-psychological Sources of Information Restriction within an organization? Liquid Knowledge Group. Retrieved from: http://www.liquidknowledgegroup.com/Media/ArticleFiles/Barriers.pdf Koekemoer, L., & Bird, S. (2005). Marketing Communications. Lansdowne, SA: Juta and Co. Ltd. Ries, A., & Trout, J. (2010). Positioning. Quick MBA marketing. Retrieved from: http://www.quickmba.com/marketing/ries-trout/positioning/ Smith, P. R., & Taylor, J. (Eds.). (2004). Marketing Communications: An integrated Approach. London: Kogan Page Limited. Stevens, K. (2012). Positioning for profits. StreetDirectory. Retrieved from: http://www.streetdirectory.com/travel_guide/5685/marketing/positioning_for_profits.html Read More