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Merit of Internet Advertising
Advantages and disadvantages of internet advertising
Advantages and disadvantages of internet advertising
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Because of the decreasing effectiveness in digital advertising, it is necessary that P&G considers brand building in the Marketing Department. I am outlining the recommendations of the benefits brand building would bring to P&G.
In the last decade, digital advertising has emerged as the hallmark of marketing P&G brands worldwide. This ensured P&G saved much of its marketing cost from its enormous budgets over the years (Hartley, 2011). Despite P&G’s massive digital play in marketing, numerous questions have arisen about its digital ambitions with speculation it is losing the edge in marketing. Some analysts wondered whether P&G could enjoy similar scale advantage using digital advertising like it did with traditional marketing (Neff, 2012). Subsequently, effectiveness of P&G digital advertising has decreased as P&G has been ranked below or in the middle of the pack of its competitors. Advancement in digital advertising has enabled P&G to reach consumers anywhere very easily (O'Guinn, Allen, Semenik, and Scheinbaum, 2014). However, this has failed to capture/attract the attention of consumers to its brands. Capturing consumers depend mainly on brand building in marketing. That is, cultivating the right message; fresh, creative and insightful about the brand.
Brand Building
1) Carefully study the existing P&G brands and their marketing strategies.
2) Examine the brand names and brand elements present.
3) Examine the target market and position for the brands.
4) Carefully study the impression created by the brands to consumers and the market.
5) Examine how the brands were launched into the market.
6) Determine whether the brands are fresh and relevant to the changing market and consumer preferences.
Rationale
The art of building a...
... middle of paper ...
...pport in the corrective action. Keep all important records and make relevant studies to evaluate the success of the plan.
P&G have in the past concentrated more in digital marketing- advertising brands through social networks, mobile electronics and so forth to reach consumers. Despite massive investment in digital marketing, it has failed to capture the attention of consumers. By focusing on brand building P&G can relieve the whole situation.
Works Cited
Hartley, R. F. (2011). Management mistakes and successes. Hoboken, NJ: Wiley.
Neff, J., (2012). Is Procter & Gamble Losing Its Edge? Advertising Age, March 26, 2012. Retrieved on May 6, 2014 from: http://adage.com/article/news/procter-gamble-losing-edge-competition/233705/
O'Guinn, T., Allen, C., Semenik, R., and Scheinbaum, A. C., (2014). Advertising and Integrated Brand Promotion. Cengage Learning, Boston.