Advertising and Promotion - abahe.co.uk

1 9 AdvertisingandPromotionEvery day we are bombarded with different Advertising messages,whether it is on the radio while we re driving to work, on televi-sion during our favorite programs, or in magazines and newspa-pers. We re handed flyers while walking down the streets and giventastes of products while walking the aisles of the grocery store. Adver-tising has entered every area of our lives, and many of us choose to ig-nore it on many occasions. This might cause you to ask, canadvertising and promotional efforts still be effective if we are so satu-rated with information?The answer is yes, Advertising and promotions can be effective ifused properly for targeting the right consumer.

2 One of the main rulesin Advertising has always been to keep your message simple and con-sistent, and repeat it often. It has been shown that people rememberadvertising if they see it with great frequency, which explains whywhile watching two hours of television you may see the same adver-tisement two or even three times. That way the message will stand outin your the shelves of every grocery store are brand-name products fromOreo cookies to Tide detergent. Strong brands are a great asset to acompany and can generate streams of incremental revenue due to thefact that people are willing to pay a premium for brand-name productsand over time they reduce marketing costs because a brand s customerspresent lower or no purchase brand is a name, symbol, term, sign, design, or combinationof each of these things, the purpose of which is to identify goods andservices of one seller or of a group of sellers and differentiate themfrom competitors.

3 A brand is also the sum of all characteristics thatmake a product offering unique. A company can copy a product, butit cannot replicate the brand. In a sense, the brand is the personal-ity of the product, what the product means to the customer and theset of emotions evoked when the brand is encountered or used bythe IdentityA brand s identity is the company s vision of the brand and the brand spromise to consumers. It is also the outward visible identity of the cor-porate brand or family of brands. McDonald s, for example, has thegolden arches as part of its brand identity, but it also represents conve-nient and reliable products.

4 When you order a McDonald s cheese-burger, it should taste the same whether you are ordering it in LosAngeles, Hartford, Shanghai, or Moscow and it should be preparedquickly, because it is fast food. Brand ImageThe brand image is the consumer s actual view of the brand. Compa-nies will try to bridge the gap between brand identity and brand is the key element when promoting a brand or product,and a clear and consistent promotional campaign will help ensure thatthe brand s image and the brand identity are very and Promotion171 TLFeBOOKB rand LoyaltyPeople who buy only a particular brand of product or service are con-sidered by marketers to be brand loyal.

5 There are various levels ofbrand loyalty, from extremely loyal to brand terrorist and everything inbetween. Think about the products you buy; are you willing to pur-chase just any brand of detergent or coffee creamer? Some people willuse only Clorox bleach or Coffee-mate coffee creamer, while others willbe satisfied using private-label bleach or a generic creamer and may notnotice a difference beyond price. Others may be loyal some of the time;however, they will take advantage of a sale or Promotion for anothercompetitive product. For example, you may buy Coke regularly, butwould you buy Pepsi instead if there were a sale?

6 If so, you are notbrand loyal to either Coke or Pepsi; you are capable of who have bad experiences with brand-name products orservices may tell others about their dissatisfaction; these people aredeemed brand terrorists and may act as an adverse multiplier of rep-utation. A rule of thumb is that a positive experience will have a one-or two-time positive effect, but a customer with a negative experiencewill tell 8 to 10 people. If you have a terrible meal at a local restaurant,chances are not only will you not eat at the restaurant again, but alsoyou will tell friends or family about your negative experience. Thesame can be true with your experience with any kind of product.

7 Peo-ple who have a bad experience with a brand, product, or service aremuch more likely to express their reaction to their experience thanthose who have good there is no way of ensuring that every person is com-pletely satisfied, companies can take measures to try to please theircustomers through high levels of customer service. They can alsotake steps to win over customers, or market share, from other prod-ucts or services in order to equalize the balance between lost cus-tomers and new marketing COMMUNICATIONSOne of the most important aspects of Advertising and promoting aproduct or service is consistency.

8 Companies ensure the consistencyMARKETS AND STRATEGY172 TLFeBOOKof their message by coordinating all of their promotional coordination of activities into a system or strategic plan is re-ferred to as integrated marketing communications (IMC). IMC cre-ates a unified message and enhances the effectiveness of reachingthe target consumer. Firms will create one message that will be usedconsistently throughout a marketing campaign. It is important thatthe promotional strategy also be in alignment with the organiza-tional are three major aspects of an IMC plan: research, creativeaspects, and the implementation. Research and analysis are used tofind the best way to design the product or service, the most effectivemessage and media to use, and the best means to distribute the prod-uct or service at the optimal price.

9 The creative aspect is the actual ad-vertising, copywriting, and designing of promotional is the act of putting the plan together, creating a strat-egy, and seeing it an integrated marketing communications plan alsomeans finding your target market; determining what is unique aboutthe product offering or service you are providing; constructing a posi-tioning strategy for your product or service (building a mental niche inrelation to competitor products or services); deciding what the bestmessage would be for your product; and choosing the optimal market-ing mix in relation to your allowed marketing an example of IMC, suppose Nike comes up with a promo-tional Just do it campaign targeting female athletes for its new line ofwomen s athletic shoes.

10 Marketers will do their research to find whatmedia female athletes use, what time they watch television, what pro-grams they watch, and what types of Advertising messages they re-spond to. Then Nike will create the promotional materials and learn what s important about the athletic shoes women may have TV and magazine ads featuring women athletes doingextraordinary things. They may also sponsor a women s sporting eventsuch as women s NCAA basketball or hold a contest for a fan to spenda day training with the women s soccer team. The message wouldbe clear and consistent: Nike cares about female athletes and supportswomen s , an effective IMC campaign will differentiate the productor service from a competitor s; generate a flow of leads (which are theAdvertising and Promotion173 TLFeBOOK predecessors to sales); be consistent with and support the overallbranding strategy; cause the company to have a more prominent placein the market; communicate the company s experience and knowledge.