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Marketing communication objectives
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Question 1
Marketing communication is vitally important and it needs to persuade someone, the consumer, to buy a certain product or service. Amarula wants to introduce a new product and will have to use a model of communication. AIDA is one such model. It stands for attention, interest, desire and action. AIDA proposes that consumers respond to a marketing message in a cognitive (thinking), affective (liking) and conative (doing) sequence. This means that Amarula will have to follow this process to ensure people buy their new product. Amarula Gold is a new product they have lauched.
Attention
Cognitive
At this stage the marketers need to make the consumer aware of the new product. The marketers need to isolate the target market to which they want to sell the product to. In the case of Amarula there target market is not only locale people in South Africa but they also have a huge international market. This target market includes places like Canada, Brazil, Germany and many others. The marketers need to create a unique concept to grab the attention of the consumer. In Amarula’s case they do this by creating an atmosphere using icons like elephants, the marula tree and African sunsets. The atmosphere then allows them to show off their product by means of a story. This is the process where Amarula give more information about the product. Giving the consumer more knowledge and this gets them to think about the product. They can convey this message via different media’s such as advertisements on TV and printed advertisements in magazines and newspapers. They are also able to show off the new product at liquor conventions, food shows and other shows that allow the target market they want to reach to taste and see the product. This all ne...
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... was to formalise many the non-profit projects that they had going on. This non-profit establishment can benefit Amarula as a marketing strategy. Cause-related marketing. This is where a company partners with a non-profit organisation to market both brands better. The Non-profit organisation benefits from the funds and exposure of their specific cause whereas the company benefits from a good public image and increased sales. This isn’t the same as the company just giving the Non-profit money but is more for mutual advantage. Amarula have funded various projects such as an elephant research programme, community improvement project and an Amarula scholarship programme. Since there product comes almost entirely from the wild there is a need to give and help the environment where possible. The slogan for the trust is “Sustaining communities and conscious conservation”.
Advertising is an innovative field to communicate with people about products or services, but als...
Attractive Appeal & Get Attention– Here you can be as innovative, artistic and creative as you want, within the limits of compliance laws, of course. Create a theme with pictures and colors that take positioning into account. For example, if you want your product to be perceived as jovial and festive, then you'll want to think about using bright colors and images of people laughing or smiling, perhaps. Your goal is to get your consumers to not only notice your product, but to also trigger positive emotions of trust and loyalty. You want to think outside of the box and see if you can come up with unique and interesting ways to catch attention. Study some of your competitors, especially the ones that are thriving. What kind of packaging are they using? Test out some of their products, and note down your feelings. Look at products that you use and love. What drew you to the packaging? A good example of great product packaging is Magnum Ice Cream. The white chocolate flavor comes in black and gold packaging, radiating emotions of prestige, stability and power – all that from just ice
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
Gold has been valued in our cultural history for as long as societies have been able to adopt this valuable metal’s unique properties. Gold is unique in its inherent marvellous glossy shine. Gold is particularly malleable, conducts electricity, doesn’t blemish and blends well with other metals. Because of these exclusive properties, gold creates its ways in our everyday life in many ways or form. Gold has always had remarkable significance, shown by most civilizations as a symbol of wealth and power. Gold has captivated most of cultures around the world and the passion for it brings to the extermination of some cultures and the growth in condition of others. This essay explores the use of gold over time and perception of the cultures that surround by gold.
The one of main factors is that costumers are swayed by product itself. Where are we buying it? What is the trademark of the product? How much is it? What is the product’s appearance? How about product’s use? And, does the product have a good quality? All of these questions will appear in our mind when we are making decisions. Thus, every consumer will accord to analysis by synthesis product itself, and focus on the product that he or she most favorite. The ways of vendition and the environment of vendition impact the buying behaviors of the customers. The seller makes an attempt to choose the right way and sell the products in the right environment. Consumers will select a safe channel, and according to legal order trade with the marketer. So, having a good channel and place is very important. Usually, a well-known trademark can attract customers to buy the product, because of its influence, history, or another factors. In
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Gold is preferred by the customers because when they are in need of money they pledge the gold as security and get money. The investors prefer gold rather than any other investments.
Lack of brand awareness. Our company has a strong image in other countries. But as we introduce our product into our new market where we may not have competitors with similar products, we may have competition with a variety of related products. We will address this issue with heavy and aggressive promotion emphasizing in our products’ nutrition facts.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
... right people by increasing the awareness about the product, its benefits and drawbacks. This is important for the success of a business.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
Everything now a day is marketed, from the water we drink, the food we eat and the clothes we wear. Marketing not only establishes brand recognitio...
We also make our product very nice and affordable and offer services that are currently unique, such as our return product service, where a customer purchase a sportswear and he doesn’t like it he could return it back at any time without any additional charges, most sports companies don’t give that kind of offer, so I think an individual will know that our company is unique because of the services we render. The total potential global market are made up of more than 7billion people because consumers groups are different like in age, level of income and also taste, Wear and Tear is going to be based on demographic segmentation has to we are targeting people within the ages of 18-40