Book Report: Promotional Strategy

Pages: 5 (1477 words)  ·  Bibliography Sources: 0  ·  Topic: Business - Advertising  ·  Buy This Paper

SAMPLE EXCERPT:

[. . .] Given the expenditures needed to mount an effective campaign, it is essential that advertising generate or reinforce positive attitudes rather than negative ones.

The major types of advertising are institutional advertising (which tie in with corporate identity and advocacy-type advertising), product advertising (pioneering, competitive, comparative). 'Pioneering' advertising stresses the newness of the product and its unexpected benefits. Competitive advertising generates brand awareness, appeal, and emotional associations with the brand. Comparative advertising, as its name suggests, makes a comparison with the product and its major competitors (a good example of this is the continuing rivalry between Burger King and McDonald's or Coke and Pepsi).

Advertising campaigns require a series of creative decisions. A campaign is often focused around a common slogan, theme, or other type of appeal. It is essential to define the target audience; define the desired percentage of change demanded by the ad; define the need time frame for change. Creative decisions include identifying product benefits; developing and executing advertising appeals; executing the message; and evaluating the campaign's effectiveness.

Selling the 'sizzle' rather than the 'steak' is at the heart of advertising campaigns when identifying benefits: advertisers must tap into primal emotions to motivate customers including profit, health, fear, convenience, and other salient attributes. The style which is used to communicate these attributes may be equally varied, spanning from a 'slice of life' appeal showing people in normal settings; communicating a distinct mood; using carefully presented scientific evidence or humor. The type of product will influence such creative choices, as will the type of media used. For example, the appeal used to sell a pain relieving drug for children will be different from the appeal used to sell a toy.

The Internet is being increasingly favored over newspaper, radio, television and other traditional (and more expensive) forms of advertisement, although it is more difficult to determine effectiveness and return-on-investment. Also, not all customers have Internet access. Public relations may make use of similar venues although it is often used to convey more complex messages such as damage mitigation. Coupons and other forms of sales promotion may combine with advertising efforts to further generate interest in the product.

Chapter 17

Just as advertising is increasingly becoming relationship-based, so is selling, departing from traditional 'hard sell' approaches favored in previous eras. Today, customers must be 'managed' not merely regarded as bases of profit. Salespersons must cater to the specific needs of the client, not merely present their product, and critical components of the sales process includes needs assessment to understand the reasons the customer might purchase the product and tailoring the promotional offerings to meet those needs in individuated, specific ways.

Chapter 18

Social media is defined as any tool online used to facilitate communications including social networks such as Facebook; blogs such as those on WordPress and other major blog hosting sites; microblogs like Tumblr; and other media sharing venues. Users turn to social media to enter into conversations with and collaborate with others. Marketers must find ways to make this impulse profitable. Listening is a critical component of leveraging social media -- understanding what customers want, based upon what customers are saying online. Just as there is a distinct listening process in face-to-face communication, so is there online.

As well as listening and learning from customers, social media can also be made available to build relationships and awareness (for example, when consumers come to look forward to see fun Facebook feed and tweets from companies). Promoting products and services should be deployed in manner to get customers talking about the products: it should not seem to be talking 'at' customers. It is customers who ultimately sustain the energy behind social marketing, not the company. Companies can also use social media to manage its reputation (to deal with complaints before they get out of control) and to improve customer service.

Social media relations are thus organic, ongoing conversations with a diversity of potential uses. As with all marketing tools, keeping track of their efficacy is essential: not just with subjective elements such as the 'buzz' generated by the product but also by metrics such as search engine ranks and web site analysis of how many 'hits' have been generated. Profiling the needs of various users and the motivations for using various social media sites is required to further refine… [END OF PREVIEW]

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APA Format

Promotional Strategy.  (2014, March 22).  Retrieved April 20, 2019, from https://www.essaytown.com/subjects/paper/promotional-strategy-defined/4060803

MLA Format

"Promotional Strategy."  22 March 2014.  Web.  20 April 2019. <https://www.essaytown.com/subjects/paper/promotional-strategy-defined/4060803>.

Chicago Format

"Promotional Strategy."  Essaytown.com.  March 22, 2014.  Accessed April 20, 2019.
https://www.essaytown.com/subjects/paper/promotional-strategy-defined/4060803.