Sears Advertising Strategies

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The biggest difference in the way a product is sold in this generation is the lack of human contact. Gone are the days when the family went on weekly shopping trips together to the local general store and actually enjoyed family time. This was a time when buying something new was exciting and worth waiting for. Today it seems everyone is spoiled to the convenience of getting what they want and not having to wait. It was only a few years back that waiting on a Sears catalog and the big Christmas edition was the highlight of every little boy and girls life. The Sears catalog was one of the biggest catalogues sent through the mail and it contained everything from clothing to food items. This catalogue contained 786 pages and many wondered how …show more content…

The different media alternatives available today and in the past have made a significant impact of how products get sold. The ability to grab the attention of the consumer was the target of the company and the product they provided. The single greatest influence on product advertising is television because it communicates with sound, light and motion (Kerin, Hartley & Rudelius 2010). Years before computers and websites were available and a person could buy and sell with the click of a mouse, a television was the main source of showing a product and enticing the consumer into buying a product. This is how times have changed and many people do not even watch commercials on television leaving companies to seek other ways of advertising. Online advertising is similar to print advertising in that it offers a visual message and it also has other advantages such as audio and video (Kerin, Hartley & Rudelius 2010). When companies advertise in a magazine ad the viewer did not actually get to see a product in motion and that is one advantage of online advertising. The worldwide web has dominated advertising in recent years due to the fact that Americans and people all over the globe are connected to some type of electronic device. Advertising electronically is the main sell these days and not one person that is connected to social media or email has been shielded from the endless popups and spam

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