Marketing Communication Audit: The Astro Malaysia Holdings Berhad

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Recommended: Communication challenges in business

Marketing is a process of creating or fulfilled customer needs by providing goods or services (Harrogate Borough Council, 2012). Whereas, communications in a marketing world is the process that organization and its audience are connected with each other (Harrogate Borough Council, 2012). Marketing communications is a management method through which an organisation enlists with its diverse assemblies whereby organisation must know how to present messages for their recognised stakeholder assemblies by comprehending an audience’s communications natural environment, before evaluating and acting upon the responses (Fill, C. & Jamieson, B., 2011). Therefore, one should have the ability to critically evaluate the trading connection strategies adopted by an organisation in order to comprehend more about the trading connection (Fill, C., 2002) in a marketing communication world.

The chosen organization that will be discussed for this assignment is the Astro Malaysia Holdings Berhad. The main reason this organisation is been chosen is because Astro Malaysia Holdings Berhad is one of the successful and highest integrated buyer media entertainment group in Malaysia and also in Southeast Asia. Thus, auditing the marketing communication tools that are being used by Astro Malaysia Holdings Berhad are needed to accessed the effectiveness of the marketing communication.

‘Astro’ is the brand name for the Malaysian direct broadcast satellite (DBS). The name Astro resemble as ‘All-Asian Satellite Television and Radio Operator’. Astro have the capabilities to transmit digital satellite TV and radio to every household in Malaysia and including Brunei. Astro Malaysia Holdings Bhd also has operations at All Asia Broadcast Centre which are located in...

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...ork (2012) Astro Digital Publications. Available at: http://www.astro.com.my/astroview/index.html (Accessed 27 April 2014).

Mexican Statement (1978) The Place of Public Relations in Management Education. Public Relations Education Trust, June.

Schultz, D. and Kitchen, P. (2000) Communicating Globally: An Integrated Marketing Approach London, Macmillan Business.

Schultz, D., Tannenbaum, S.I and Lauterborn, R.E. (1994) Integrated Marketing Communications, Chicago, NTC Business Books.

Urban Wallace Associates (2005) Develop Marketing Communications or a Sales Message. Available at: http://www.uwa.com/compadv_b_003.pdf (Accessed 26 April 2014).

Wilson, A. (2001) Creating a Climate for Change- The Case for Media Neutral Planning and How to Get There, ATG UK. Available at: http://www.marketing-society.org.uk/downloads/climate-change-mnp.pdf (Accessed 28 April 2014)

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