Situation analysis and media objectives - Personal Statement Example

Registration Number Situation analysis and media objectives Unethical practices by guerilla marketers Guerilla marketing is the unconventional advertising means that aims at cost minimization. It is based on human psychology and perception on certain goods and services advertised rather than market competition and quality of products. This method aims at increasing the number of sales and transactions with the current customers instead of looking for new customers. This method works best for already known products, and it can not do well for new products.

The guerilla marketers are exceedingly expensive, and this limits the number of clients they serve. Most of these marketers have been victims of advertising counterfeit products, and this has impacted negatively on their reputation in the economy. How to curb the problem To make these marketers efficient, they should reduce the service cost so as to attract many clients. They should also widen their scope of operation by offering high quality advertising to their client. The marketers should also increase their target market by looking for a new audience while maintaining the current.

The marketers must carry out quality tests on the products they advertise to ensure they are of acceptable quality by the consumers. The use of modern technology especially the internet and modern marketing trends will enable them to increase their market share. Broadcast media In DSTV channel 7, there were 7 adverts broadcasted at 20:00Gmt. Three of the adverts featured local advertisers while the remaining four had national advertisers. This was attributable to the nature of the product and the producing nations.

Five of the products that were advertised were national products while three were local. The difference in the products advertised was enhanced by the fact that the channel is an international channel with a global audience. In one of the adverts, it was the advertisement of Guinness alcoholic drink. It was advertised at the time when most of the audiences were adults and most children were sleeping. This would increase awareness of the product as adults were the target consumers. The advert also had an age limit therefore, defining the target market.

Another advert was on the Etihad airways. This was to target people who travel to a different destination by air. The advantage with these adverts is the enormity of the audience. Media strategy, implementation and evaluation The entertainment and leisure media are growing exceptionally fast while the education and training media are shrinking. In the last two years, the entertainment media has grown by 27% whiles the education and training media decreased by 18%. It is clear that most of the audiences shifted to the entertainment media.

This is attributed to the dynamics of tastes and preferences for different individuals. The change in media sector will trigger media planners to diverse their services and focus on the media that are growing. The main reason why the media are loosing audience is due to quality of services. The media that are losing audiences will have to change their specialty by integrating and merging with other media that are growing. They may play consultants or training centers for media practitioners. The media may also change form the current category to those categories that are doing favorably.

Print media Yankee magazine was the widely used magazine that was used to market products. It was widely used locally, but as the demand for the products increased, there was urgency to go international. The magazine was incredibly successful, but the growth of internet significantly affected magazine usage. Yankee website was developed to capture wider market both locally and international. The website has performed successful, and it has many registered users all over the world. The magazine has many features that are modern which attract people of all demographics.

The magazine has well arranged adverts and a table of content that helps the users to locate categories of products that they require. The magazine has picture and descriptions of all the products inside the magazine. The magazine is also issuing free newsletters to their registered users. In the January/February 2013 magazine, most of the products that were in the magazine also appeared in the website. The pictures in the magazines are also found in the websites. This creates consistency in the advertisements and the target people will get complete information about the product.

The design and the general arrangement of the magazine have been done in a manner that attracts the readers. This has seen the magazine achieve a wide readership across the board. It has been extremely successful although it requires regular upgrading. The magazine is relatively expensive and this impacts negatively on the sales. The cost of the magazine should be revalued so that it can be consistent with the trends in the market. References Burges, James Bland. The advertisement. Cambridge [England: Chadwyck-Healey, 1997. Print. Kotler, Philip.

Principles of marketing. 3rd ed. Englewood Cliffs, N.J.: Prentice-Hall, 1986. Print. Sandhusen, Richard. Marketing. 3rd ed. Hauppauge, N.Y.: Barron's, 2000. Print