Advertising CaseEssay Preview: Advertising CaseReport this essayAdvertising is a paid form of nonpersonal communication about the product, service and organization where the sponsor is identified. It is no longer considered nonpersonal because it depends on the interactions that are between the customer and organization. The definition of direct marketing is the different kinds of communication that sends messages to the target market with the expectation of receiving immediate responses from the customers. Direct marketing uses the internet for advertising its products and most of the organizations sent emails to the potential customers about the offers for the products. Sales promotion is the involvement of communicating activities that will give customers extra incentives. Many of the promotions are very oriented toward the distribution channels which will include sales force which can be call trade promotions. Publix relations are communications for the organization that is sponsoring about product do not pay. Public relations consist of an advertisement in the form of an article in a newspaper or magazine in the form of nonpersonal distribution of news. Personal selling is face-to-face communications that is between the buyer and the seller. More information can be communicated through a salesperson and the customer can pick the best approach. This would make this method appropriate for products and services that are complex and expensive (Dhar & Winer, 2011).
Pros and cons: advertising.There are several pros for advertising. Advertising offers a fair amount of control of what can be said to the consumers. Advertising reach millions of potential customers around the world. It is also flexible when it comes to the symbols and images that are presented through the different kinds of media. Advertising have several cons. Advertising can be very difficult to evaluate because it is use to build sales and only completing short term objectives. It is very expensive and it is very difficult for companies that are small to have an impact in the target market. Customers are bombarded with advertising ads in the U.S. and Western countries and this will make it very difficult to get the message deliver through all of the clutter (Murdock & Peterson, 1981).
Pros and cons: direct marketing.There are several pros of direct marketing. Clear is the main pro for direct marketing. Organization should just focus on the target and just deliver the message for that particular audience. In this process, it will be a little waste of time. Direct marketing effectiveness is very easy to evaluate because the responses will come after the date of the promotion. Direct marketing has several cons. There are several customers that are put off from direct marketing because customers are wary of the calls from telemarketers. Direct marketing is not allowed in several countries. Some of individuals daily mail is full of direct mail which is also called junk mail and this will make it difficult for the message to get through all the junk mail that customers are receiving. The response rate can be very low for direct marketing (Massey, 1988).
Pros and cons: sales promotion.There are several pros of sales promotion. Sales promotion can generate a short-term sales response that will be measurable. It is more effective than advertising. Promotions such as coupons are in magazine that will complete an advertising campaign by enforcing a brand name. It is also effective to getting customer to buy the same product again or larger size. There are several cons of sales promotion. One con of sales promotion is only focus on price. Customers will be attracted to the price instead the loyal brand of the product. It also work against advertising which its main focus is on building equity of the brand. Customers can expect the sales promotions and purchases to be delayed until there is a rebate or a special deal is offer (Mosley-Matchett, 1997).
Pros and cons: public relations.There are several pros of public relations. The main pro of public relation is when it comes from a source that is unbiased. Public relations are more effective than advertising and individuals know that it is just intended to promote organization product or service. Public relation is not expensive. There are several cons of public relation. The problem with public relation is that the company that is sponsoring has little control over the advertisement. Individuals have no control over the item that is placed in the publication. Public relations are very negative (Guiniven, 2006).
Pros and cons: personal selling.There are several pros for personal selling. Salesperson can target the message directly to the customer and the direct contact will allow the salesperson to answer all questions that the customers may have on the spot. There is also more information about the product that will be communicated through the salesperson. The encounter of the customer will be possible through advertisement or through other mass communication approaches. This will make it more appropriate for products and services that are expensive and complex. Personal selling is the most effective promotion method for building relationships with customers. Expense is the first con for personal selling. It can be very expensive when training and compensating salesperson. It can also be very difficult for marketing or for salesperson to control what will happen in sales (Dhar & Winer, 2011).
Overview of the Product/ServiceThe Falcon digital inventory system will be integrated in refrigerator that will be transmitted to grocery stores. This system will allow individuals to create their grocery list from inside of the refrigerator and delivery of the groceries.
Rationale for Choosing ChannelsThe Falcon inventory system will use different kinds of media for advertising the products such as print media, internet, radio and television. These methods are effective because there are millions of individuals that have access to one of these media. Since this product will be unique and have different features it is required to create awareness about the product benefits. Advertisement will highlight the benefits of the product and the product will need to be launched on different mediums. Advertising would be effective since it can reach millions of customers. Direct marketing can be an effective method because the direct mails that are sent to the target customer are showing messages that are printed can be proven. Pamphlets that show the complete details of the product can be distributed to individuals
In a nutshell for an advertising agency, the ad will include the following: This product would help to increase awareness about the product benefits (as well as the ad agency’s own message)
This product would increase brand awareness
This product represents high quality (such as with online or printed product on sale) The product would be used in the marketing materials to a large extent in the US
The products are free to use and would be delivered automatically to the customers