The term national advertising has a special connotation that it is not confined to any geographic area within the nation. This type of advertising is undertaken mostly by the marketer of a branded product or service sold through different outlets in the distribution channel, wherever they may be located. Apparently the term national advertising conveys mass marketing effort. In reality this does not necessarily mean that the product is sold nationwide. The objective of national advertising is to inform or remind consumers about a company or brand. The ad may intend to communicate brand features, benefits, advantages or uses and to create or reinforce its image so that the consumers will be predisposed to buy it. This type of advertising is done by a manufacturer and is in contrast to that done by a retailer whose objectives are totally different. National advertising often identifies a specific target audience and attempts Continue reading
Marketing Management
Marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas – markets, products, prices, places, promotion, and people. Management is getting things done through other people. Managers engage in five key activities – planning, organizing, staffing, directing, and controlling. Marketing management implies the integration of these concepts.
Branding of Services
Branding for Service Industries Although the principles for branding of goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that services; Have a changing level of quality, The consumer has to become involved in the consumption of a service actively, They are intangible and not storable. When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place. Brand Structures for Services Industries As for services, marketers use the companies name – a so called corporate brand – as the overall family brand Continue reading
Persuasion in Advertising
The major objective of advertising inherent in the presentation and promotion of ideas, goods or services is to achieve predetermined objectives through persuasive communication, precipitating the change or reinforcement of desired attitude or behavior. “It is not neutral; it is not unbiased”: Yes, advertising is not neutral or unbiased. All ads that appear are controlled by the advertiser and are intended to serve the advertiser’s interest in some way. Advertising has gained much attention because it is the best known and most widely discussed form of promotion and a very important promotional tool. There are several reasons for this. It can be a very cost-effective method to reach a large audience. It can also be used to create images and build symbolic meanings for a company or brands. It is an important feature for companies dealing in products or services that are difficult to differentiate on functional attributes. Advertising alone, Continue reading
Sales Promotion in Marketing
Promotion is an umbrella term that describes all of the activities considered necessary for marketing communication. Promotional plan covers all phases of communication between the seller and the potential consumer. It addresses advertising and sales promotion and other forms of promotion. Sales promotion has grown in importance for all the retailers worldwide. There is a rapid growth of sales promotion which is due to rise in advertisements and pricing; because of the clutter of various commercial messages has made the sales promotional substantial, thus it helps to make the difference among these commercials in the market and focuses on the promotions to reach the target audience. Sales promotion is a composite of activities that round out the advertising and personal selling components of business. Sales promotion is an initiative undertaken by organizations to promote increase in sales, usage or trial of a product or services. Sales promotion is an important Continue reading
Emotional Marketing
Emotional marketing is a highly successful method that is used by marketers to both attract and retain customers. The main aim of emotional marketing is to connect to customers’ hearts. It is seen that emotional thoughts stimulate people’s minds faster than rational thoughts. Emotional marketing is all about considering the feelings and needs of customers and finding ways to take advantage of the same to achieve higher volumes of sales. Most marketers are now adopting emotional marketing technique because of the realization that the emotional route can be effectively used to change consumers’ attitude towards their products. Now-a-days companies are using emotional advertisements to evoke favorable reaction from consumers. Emotion based marketing offers competitive advantages to marketers in developing strong relationship with consumers. Many of the advertisements these days have a strong element of emotion touch to them, which draws consumers to connect with the brands being advertised. For Continue reading
Importance of Strong Brands in Marketing Strategy
Louis Vuitton, Gucci, Chanel, Nike, Adidas, coke-cola all are the famous brand name in the today’s global market. Brand is not set up suddenly, but it is a perception formed from experiences and communication. Simultaneously, brand help distinguish products and services from other competitors and prompt the consumer to remember information related to the brand. A strong brand makes people more aware and engage in its brand image, more satisfy with brand product quality and willingness to pay a premium price for it. Therefore, organization could earn more profit from a strong brand product, and also contain the customer and gaining trust and loyalty from them. Consumer’s perception for a brand is important for consumer to differentiate the brand product. For consumer, brand is a symbol of high class; it is signal of high quality and stands for high percentage of satisfaction. However, a brand has their own target audience Continue reading