Advertising and Customer Satisfaction

Advertising and Customer Satisfaction

The means by which a company plans to advertise and ensure customer satisfaction are key elements to an effective marketing plan. An advertising strategy is created, detailing how the company will advertise the product, and how the strategy supports the plan. It will define the procedure for measuring the effectiveness of the advertising, and describe the use of alternative promotional strategies in addition to advertising. The plan will also establish the best marketing research methods the company will use in rating customer satisfaction with the product. Lastly, it will decide how the company will address gaps in customer expectations and experiences. Home Depot and Reach the Top® will each create an advertising strategy, and will collaborate and communicate with each other regarding the development of advertising and customer satisfaction.

Advertising Strategy

Advertising is the promotional component of a marketing plan. Iacobucci (2012) defines advertising as the primary method used by companies to communicate about its products, brands, and position in the market to the consumers. Advertising along with public relations and direct marketing promotions are a few of the media choices used by companies (Iacobucci, 2012). The variety of media choices, which is also referred to as a promotional mix, will use the Integrated Marketing Communications (IMC) approach to ensure the messages of each component of the mix are similar and consistent. The most common and traditional methods of advertising is through mass media such as television, radio, publications and on the internet. A company creates an advertising strategy to illustrate how, where, and when the company plans to get product information to the consumer, and then persuades them to purchase it.

Reach the Top® must create an advertising strategy that focusses on