MarketingEssay Preview: MarketingReport this essayTERM PAPERThere are a number of aspects encompassed by the field of Marketing. Each of these aspects are key elements in the performance of Marketing a product. The concept of Marketing is made up of four “Ps;” they are Product, Price, Promotions, and Placement. These elements of products and services or ideas are used to create exchanges that satisfy an individual and or organizational goal. Promotion is the main “communication to the market that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.” Advertising is a key element to the promotion strategy. The advertising appeal is why consumer wants to buy a product or service.
Developing and evaluating advertising appeals is a complex assignment. This is usually the responsibility of the creative people in the advertising agency. The most widely used appeals are Profit, Health, Love and Romance, Fear, Admiration, Convenience, Fun and Pleasure, Vanity and Egotism, and Environmental Consciousness. When looking at a product or service the consumers look at certain aspects that appeal to them which, helps aid them in their decision on that product/service. The Profit appeal “lets consumers know whether the product will save them money. Make them money, or keep them from losing money.” The Fear appeal “can center on social embarrassment,
growing old, or losing ones health; because of power, requires advertising to exercise care in execution.” Another advertising appeal that is commonly looked at is
Environmental Consciousness, which focuses on protecting the environment and being considerate of others in the community.When choosing the best appeal for your product/service it generally requires market research in order to place your product/service in its correct target market. “The appeal first must make a positive impression on and be desirable to the target market. It must also be exclusive or unique; consumers must be able to distinguish the advertisers message from the competitors message.” When making your impression on the target market it is enormously important to make sure the appeal is believable and is not embellished. If the appeal is over thought it not only wastes promotional dollars but also creates ill will for the advertiser.
The advertising appeal for the product/service must be desirable, exclusive, and believable advertising, which is also known as the Unique Selling Proposition. The Unique Selling Proposition commonly turns into the promotional slogan. As a business you want your slogan to be a household theme or symbol that everyone will recognize. “Effective slogans often become so ingrained that consumers can immediately conjure up images of that product just by hearing the slogan.” If you have accomplished that your firm has been extremely successful in advertising. Some successful slogans that can
easily recognized are: “Have it you way,” “Tastes great, less filling,” “Ring around the collar,” and “Tum te Tum Tum.” Most advertisers often revitalize “old slogans or jingles in hope that the nostalgia will create good feelings with consumers,” states Lamb, Hair and McDaniel. This is a bona fide strategy when dealing with consumers. It not only creates a longing from the previous consumers, but also implants the old slogan into new potential consumers.
A model that contours the process for attaining promotional goals in terms of stages of the consumer involvement with the message is known as the AIDA concept, (attention, interest, desire, and action.) Attention is the first step; this is when the advertiser must first gain the attention of the target market. “A firm cannot sell something if the market does not know that the good or service exist.” In order to attract this attention you can place ads on TV and in consumer magazines. Next is interest, the simply awareness of a brand seldom leads to a sale. The firms assignment is to generate attraction. The firm must make the consumer interested in the product. In doing so the strategy of sending out sample sizes of a product to potential consumers is significantly looked upon. The desire of a product is also greatly examined. Just because the consumer may like the product/service they may not be able to tell the difference between its competitors. This is when the firm must look
tly for opportunities to increase consumers. In his book, S.E.R.A.E. has said that he used advertising to win support for his client. Some of the reasons for this are illustrated by a graph that has been reproduced in this article. In the first graph, AIDA’s marketing strategy, if given control in the market, would lead to some product sales or other promotions. It turns out there were at least 20 such promotions on the market in 2012, and of these the majority came from a small percentage of the consumers. If the model was followed it could increase total product sales by 35%. In other words, as a single company, AIDA was able to reach some 10% of all customers’ shopping list. It has even shown that AIDA can increase an individual’s sales. But it is not clear what AIDA does. As far as AIDA is concerned, the process was not based on consumer information. The company is not in any way involved in the development or implementation of the AIDA program. In a separate article, we have explained how the marketing mechanism, if used correctly, can create large amounts of revenue. We have also discussed the various actions AIDA can take to maintain customer loyalty, grow or expand its subscriber services, and improve customer satisfaction among its customers. We have also discussed that AIDA’s marketing activity helps to grow its market reach. Even the company was forced to turn down marketing from some quarters but decided to continue its activities, starting in late 2007, at which time it increased subscribers in both the United States and Canada and eventually worldwide.[p>S.] However, the actual goal of marketing has been to increase the total number of customers and to increase the interest of both consumers and businesses. The purpose of marketing to customers and business is to increase satisfaction. It is the action that determines the size, quality, and importance of the brand, the level of relevance of products, and the effect on the quality of the products sold. Marketing is a process in which individuals work to establish a desired level of relevance to a unique individual experience. This means that the goal of marketing is to make those levels of knowledge and understanding visible, as well as to make the information that the customer collects available to all consumers.
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We do not intend to address the specific methodology used by AIDA. It is important for us to say that AIDA makes many unique efforts in bringing people to its activities. The most specific effort was made to reach approximately 50% of its market base worldwide. As with most other advertisers, AIDA’s target market is small and it is hard to know exactly how its activity can be applied to millions of consumers. One of the purposes of this article, to help you decide who is targeted is not because the data is available to you, but rather because a firm wants to make you aware of the importance of what is coming to those who are interested in AIDA. For example, the company might have sent out a survey with this question asked about its interest in AIDA: “Which is the most famous brand in the world today? You can choose your favorite brand, you can choose what the brand is doing to improve people’s lives. What is the best education environment?” The company uses this survey to decide which new type of product to target and what to give out to those who want to follow in AIDA’s footsteps. The question was asked in this way:
“What brand is the most famous brand in the world today?”
I would include all of the key statistics for you to choose from and this can be taken as a good base for future research into AIDA’s approach. The survey asked questions about what you could do to improve your customer’s life since it was conducted as part of the brand survey. What you did is the key aspect of the AIDA data that has made it into the research. AIDA did not use a