03 Aug comments
ncreased virtualization of advertisement activities has led to the availability of various advertising agencies. Relatively, the upsurge of the advertisement bureaus has made it difficult for businesses to discern the type of advertising vendors that can meet organizational objectives efficiently. In most cases, companies get duped by the websites of these advertising agents only to end up receiving the undesired outcomes from an advertisement venture. However, Rayport (2013) indicates that close analytical skills reveal that in such a case one should focus on how an agency can satisfy the needs of the customers through the advert. Further, Rayport (2013) argues that it is important for an advertising bureau to be in a position to create the desired emotions out of the advertisement.
question 2
· Does the agency have the ability to create adverts that resonate with the needs of the consumers
· Does the agency have the capacity to elicit positive reactions from an advertisement initiative
In most cases, adverts have focused on the message that is conveyed to the audience. Advertising firms spend resources and time on activities that are geared on message creation. Such an approach is defective because at the moment there a lot of applications that organizations can use in making their adverts appear creative. However, when a business evaluates the response of some of the previous projects that an agency has handled, it will be easy to identify an efficient advertiser. When evaluating past projects a business should concentrate on how the advertisement coincided with the needs of the consumers. For instance, an advert that is promoting sales for detergent should have information that addresses washing needs rather than focusing on the price of the commodity.
Article 2
Question 1
Making sales is assumed to be the main objective of marketing communications, but the purpose of this article is to inform us readers how to advertise with a purpose. Many of us don’t realize but we see some type of marketing when watching a movie, listening to a song or reading a book. Most people thing of marketing just as ad’s on there TV screen but it’s so much more. For example you could be listening to a song and they talk about a certain alcohol beverage the next time you go out and hear that song you are going to want to try that beverage, its just the way our minds work. A company that does very well with marketing in a way that makes the customer feel connected to the product is Starbucks. Throughout the holiday season customers were allowed to draw there own design on there cups. Even though every cup is going to look different with different drawling’s on it they are all going to be red cups which promotes Starbucks. This way of marketing is effected and is a cheap way for Starbucks to promote there coffee. In the article the author states how he advise marketers to approach this medium as a landscape composed of four domains: the public sphere, where we move from one place or activity to another, both online and off; the social sphere, where we interact with and relate to one another; the tribal sphere, where we affiliate with groups to define or express our identity; and the psychological sphere, where we connect language with specific thoughts and feelings.
I believe the biggest way to market now is the public and social sphere because everybody has a smart phone with social media on it and I know personally every time I go on Facebook or Instagram I have a Ad that pops up for me to go on there website on purchase there product. I have not done it personally but I’m sure it helps the business bring in more customers.
Question 2
Factors global marketers should consider when working with agencies to create a global advertising campaign are legal, ethically, religious norms and language. You want to make sure your business is not doing anything illegal where it could get shut down or fine a large amount of money just for creating a marketing strategy over in a new country. Ethically, religious norms are also a big one you do not want to offend a culture, because that is a easy way to get yourself eliminated from that global market. Must do your research before you create a advertising campaign because the things you can say and do in the United States are not the same things you can do around the world.
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