The Role of Promotion In Marketing

The Role of Promotion In Marketing Essay example
Masters
Essay
Marketing
Pages 3 (753 words)
Download 0
The Role of Promotion in Marketing Both Ford Motor Company and Lexus are automobile manufacturers and the promotional strategies they use are similar because their target markets are similar. While Lexus is higher priced and viewed as a luxury car as opposed to Ford’s more median income customers, the essential elements they utilize are much the same…

Introduction

Sales were up 22% last year, twice as much more than the growth in the automobile industry overall. The strong image of reliability, coupled with national brand identity, Ford has made consumers trust them and thus choose their products over others. Lexus is a higher priced brand and appeals to a more affluent customer. Famous for their luxury sedans they have also introduced SUVs, sports coupes and hybrids into their product line. The Lexus LS was ranked highest in the industry by the Initial Quality Standard study. Beginning with the first introductory year of 1990 until 2011, it has ranked highest in 13 of the last 22 years. Advertising Ford advertises on network TV, in print publications and online. Since 2009, under the direction of Marketing Director, Jim Farley, they have increased advertising spending considerably. The gains were phenomenal. Farley, at first apprehensive because he aspires to bottom-up methods, wasn’t sure how his tactics would fit in with the company. You can see Ford cars advertised on the major networks like CBS, NBC and ABC and in the most popular consumer and news magazines such as Time magazine, Harper’s and Newsweek. Their online advertising efforts are focused on Facebook, YouTube, Twitter and Flickr with a heavy concentration on mobile marketing. ...
Download paper
Not exactly what you need?

Related papers

The promotion of intangible products with event marketing
Consumers are seeking for more intangible value, while the banking sector is looking for greater, more productive means to market their intangible products/services to customers. This pursuit leads the banking sector to the path of event marketing, which is a very valuable, needs-based method to satisfy customers’ intangible needs and demands. Event marketing is derived from the observation of…
Marketing plan role and structure
This paper will therefore, discuss the role that a marketing plan plays in enabling the product position itself in the market. It will also discuss different elements of a marketing plan and importance of each element in enabling the marketer market the product. In addition, it will provide an appropriate structure of a marketing plan and distinctive features between a marketing plan and business…
The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion
Background In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product. The primary intention of…
The Role of Promotion in Marketing
In the recent years, Starbucks has shifted its attention from brand advertising to product advertising. Starbucks used to advertise in an effective manner its coffee shops (Ries, 2011). The words used to advertise Starbucks coffee shops were “Starbucks Coffee”; however, the company has created a new logo and this has changed the old perceptions and created new ones concerning the company. The…
The Role of Promotion in Marketing McDonalds Company
This means that an organization would have to choose its target market wisely if it hopes to make maximum profits. It is this same market that plays a significant role on the type of promotional strategy that the company in question decides to adopt. The promotional strategy has to reflect the needs and wants of the target market and segment (Cornstock, Gulati and Liguori, 2010). A promotional mix…
Role of Promotion in Retailing
The objective of the paper is to show the promotional strategies of Adidas that have been used by the company as a part of its initiatives within 2012 London Olympics as their promotion campaign. The paper also shows the role of promotion in retailing as well as the advantages of promotion and the line marketing of Adidas. Promotional Strategies: Adidas for London Olympics 2012 Promotion is one of…
Marketing & Promotion
The coffee would appeal to these target age groups through contemporary and clean designs that shall be presented in a consistent way in its product and package designs, interior of the store and advertising. For young adults whose age is between18 and 24, the coffee shop would position itself as a place where college students can study, write, read and hang out with others. This target market…