It should be noted that advertising campaigns are often the company's ticket in gaining the market's attention and patronage. An example of showing the importance of market research is Rapaille who stated that a lot of products have failed to succeed because advertisers were not so keen in their marketing research resulting to sending off codes in their advertising campaigns which discourages them to buy the advertised luxurious products.
It is irrefutable that customers are being bombarded with thousands of advertisements everyday which, instead of attracting customers, create distraction and confusion in their minds. This confusion and distraction comprise the "clutter." The video states that a company which tries to break the clutter will only become a part of it. However, some measures may be effective. In order for the company to break into the clutter, it must conduct an intensive and extensive marketing research in order to gain information on how to efficiently communicate with its customers. The company should be able to launch a campaign which stands out from the rest of its competitors and other companies. It is also very important that the business organization is able to deliver the value and satisfaction that it promises in its campaigns.
3. How would you describe the Song communication campaign Strength/weaknesses. Would you have supported it as a VP marketing for Song Why/why not
Song's communication campaign is not efficient as evidenced by the very low of brand recall. The airline's advertising campaign did not gain the reception that the managers were hoping for. Song has an untapped and very good target market-women. The process of coming up with the marketing campaign is also very impressive. However, it can be seen that the company's communication campaign is very much different from the image that it want to convey. The company wants to market itself as a hip and trendy airline but its television advertisements shows "fun." The marketing campaign also fails to differentiate Song from its competitors neither does it identify the company as an airline. Also, Song has also seemed to suffer from relying on television advertisement. Technology nowadays allows watchers to zap commercials to turn to other programs. The company should have utilized other channels for its ads like women magazines and even fashion shows.
I believe that song needs a better communication campaign which is more competitive and captivating. I will not recommend the current advertising strategy because of its inability to stand out and failure to deliver to the customer the message that it intends to convey.
4. What do you think about motivation research using projective techniques as the ones seen in the video (storytelling/drawings) Do they lead to credible/valid results Is it ethical for marketers to get in our minds
Marketing research is a very essential component of any marketing strategy making process. It should be noted that the main aim of marketing research is very much consistent with heart of marketing which a better knowledge of the customers. In the case of communication campaign designs, marketing research aid advertisers by giving them information about customer's perception on different advertising campaigns, knowledge on how to attain the placement they want to gain in the market, and the appropriate technique on the message delivery…
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The research explores the ways through which the Nike persuades the viewers towards its brand. The slogan of this campaign is named as, “Find Your Greatness.” The spot was launched during London Olympics 2012. The core purpose of this advertisement was to cater masses by taking advantage of Olympic coverage and alert television audience.
By looking at the products we buy and examine why we buy them, we get a better look at ourselves. We are in a consumer society and our freedom extends to the marketplace. It's in advertising that we see the hunger for sales, the exploitation of culture, and the lengths that the market will go to reach the consumer.
for the customers to become aware of the product details including its availability at competitive prices which has precipitated the need to develop a whole new perspective for a new marketing technique. Integrated marketing communication therefore, becomes the most vital part
Racial discrimination was a big problem in the country at that time, when he came forward following the footsteps of Mahatma Gandhi on adopting non-violence in his movement against racism. He understood the grievances of the masses and appropriately took measures to
It is true that the role of PR is to keep the public contended, but the problem lies in the means it adopts to achieve this end. Instead of addressing genuine public grievances through transparent sharing of information, PR firms
People rely on intuition and common sense to actualize the concept of persuasion. Aristotle was among the pioneers in analyzing and documenting facts relating to persuasion in his rhetoric classic works. Understanding this communicative function requires
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