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Advertising Strategies

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ADVERTISING STRATEGIES 2

Advertising Strategies

Introduction

Advertising is the process of calling the attention to business with the aim of selling

products and services by using various types of media, such as print, broadcast and social

media. Advertising can be either persuasive or persuasive, taking advantage of the mass

media or upcoming media to convince consumers to buy the goods and services. Targeted

advertising could be targeted at the promotion of a new product or those already in existence

(Percy, 2016). Advertising is becoming increasingly popular and it's common in the present

business environment.

Consumers hold the lion’s share in market control, hence producers have to convince

them to buy their products and services. For this reason, advertising has a critical role in

communicating. Advertising seems to have permutated every aspect of our daily life for

example popups that appear when surfing the internet, adverts on the bus, on dinks cans, on

social media and even on concert tickets. Advertising continues to become more and more

popular as an increasing number of companies and people attempt to tap into its capabilities

for creating awareness of their products to potential and existing customers.

Advertising strategy is a plan through which the producer can reach the customers and

convince them to buy the available goods and services (Schmalensee & Genesove, 2008).

The plan has some basic elements. These are the elaboration of the goods and the services it

has. The second element is the categorization of the potential customers and their

characteristics. The third is the outlining of the advantages that exist in the alternative

products and services and the advantages of the product over the other products. Finally, the

plan should explore ways in which there will be the enhancement of results taking into

consideration constraints such as financial and linguistic constraints. The aims of this

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advertisement must be clear and precise, the business environment evaluated, the means

singled out and the priorities set from the different choices presented. There should be the

effective assessment of the products, definition of the market, analysis of the media and

choices based on the budgetary choices presented to ensure an optimal advertisement

campaign.

Objectives of the Study

The objective of this study is to assist in filling the gaps in the present body of

research when it comes to advertising strategies and the role of advertising to a business.

Companies will use various media to carry the product of the goods and services they

produce through advertisements. These advertisements communicate to the public through

internet, magazines, television, radio, and internet. Various strategies will work different

according to the target audience and their attitudes towards the goods and services being

advertised. We shall be seeking to establish the best advertising strategy to be employed to

create maximum awareness the least resources as possible. We shall also evaluate the benefits

that business will look to gain from engaging in an advertising campaign. The findings from

this study will hopefully serve as a guide to marketing professional and management on how

best to determine the best strategy for advertisement and to leverage on the benefits that are

brought about by advertising of goods and services.

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Research Framework

Advertising has costs. These costs are incurred by the advertiser so that the advert can

be carried by the various forms of media. Communicating directly with the client doesn't

count as advertising. Advertising is an important tool in that it helps in the movement of

goods and services and is a vital tool for business marketing. Through advertising, consumers

can learn more details about the products they intend to buy. The contemporary business

world is very competitive, hence the need for advertising. Advertising also will affect the

pricing and the quality of goods sold. On top of this, advertisement is an important tool in

catalyzing the introduction of new products and interventions, the expansion of businesses

and industrialization. It also assists in the increase of productivity for various organizations as

well as raising the general living standards in the society (Moriarty et al., 2014). Consumers,

on the other hand, define the products they need in their minds according to the way goods

and services are advertised. When advertising products, the quality of the goods and services

shouldn’t be forgotten. Potential customers will evaluate the quality of a product depending

on the production and advertisement skills. The behavior and attitude of consumers will be

impacted to a large extent by the advertisement. Creative advertising will enable an

organization to increase its market share.

Advertising is very important to a business. The reason is that the production of goods

and services happens with the end consumer in mind. For this reason, they are produced to

take care of the consumer needs which keep changing and increasing. Advertising also

provides a business with the opportunity to have a competitive edge over their competitors

(De Mooij, (2010). Companies that engage in the production of goods and services will need

advertising for several reasons. The first one is that it helps in the promotion of the products

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and in this way enabling the organization a way of maximizing its sales. The organization has

to take care and use the right media to create maximum awareness. Advertisements also help

in the reduction of distribution costs (Chioveanu, 2008). It reaches a mass audience, thus

reducing the need for personal selling which is more expensive. Various advertising media

will go beyond geographical boundaries, such as online advertising, thus increasing

awareness all over the globe.

An advertisement is also an important tool for dealing with competition. An

organization will develop an advertising campaign that is creative and attractive to compete

with the other players in the market. Through these advertisements, a company will lure

customers to buy their brand. Some firms will go all the way, even participate in inundating

the media with their adverts to ensure that the attention of the audience is captured (Aitken &

Lawson, 2008). Advertising is also beneficial to manufacturers since it creates awareness to

the population who become aware of the goods and services available, leading to the increase

in sales and purchases. Increase in sales will indicate a spike in demand which eventually

improves productivity. For this reason, the firms will communicate the new products it has

produced to potential consumers in a way that is effective and cost-effective. This will reduce

the work of salesperson and will enable the customers to reach out for the new products

produced (De Mooij, 2013). The producers also get an opportunity to give detailed

information about their products, thus removing misunderstandings that come about in the

complex business environment.

Advertising also has various advantages for the consumers. It helps to save the time of a

consumer as it helps to save the time of a consumer by pointing them to specific products that

they might need. These advertisements also help the consumer to be more specific about what

they are looking for. Thus they can make their choices before they go shopping. Advertising

also enables customers to become aware of new brands, products, and businesses. Through

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advertisements, an organization may be aiming to beat competition from other players in the

market. Consequently, some organizations will offer lower prices or offer more enhanced

products to have a competitive edge. It will be beneficial to the consumer as they will be able

to access goods and services at lower prices, increasing their value for money. Most firms

will produce an advertisement which incorporates the contacts for customer care and other

contacts through which they may get into contact with the customer care representatives and

directly get clarifications or register complaints (Yan & Wang, 2009).

On top of having numerous advantages to producers and consumers, it also brings

about a lot of benefits in the society. For instance, it creates job opportunities for millions of

people who are connected with marketing, communication, and advertisement. Due to the

increase in sales by a company, there is an increased need for employees, leading to new

hires to cope with the increased capacity (Pollay, 2000). Due to the nature of the business

environment, there is high competition, which leads to organizations constantly searching for

means to improve their products such as improved design and higher quality of goods

produced. The usage and uptake of these new products will lead to higher quality of living.

Most private media houses will almost entirely rely on revenue generated from

advertisements (Dyer, 2008). These apartments provide employment opportunities for many

people and also provide an effective method for sharing information in the society, which

improves the quality of lives in the society. Advertising also stimulates research for both

marketing and scholarly purposes. Intellectuals, as well as marketers, have been actively

studying how advertising affects the customers and the response of the customers to these

adverts. It leads to the development of better advertising methods.

Nevertheless, advertising also has its drawbacks. One is that it sometimes leads to the

increase in food prices as due to companies trying to recover the huge amount of resources

that had been used in the advertisement campaigns. The advertisements are also made to be

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very persuasive and convincing, which could lead to some consumers buying goods which

they do not need. Some people have also ended up picking up behaviors such as drug abuse

and gambling as they try to mimic the lives of those that act in these advertisements

(Lavidge, & Steiner, 2000). For companies that entirely depend on advertisements to sell

their products, it would spell doom for their operations if the customers changed their

preference and taste to other producers. In addition to this, most of the advertisements are

often misleading and very exaggerated, leading to unrealistic expectations (Cook, 2001).

Consumers only come to learn when it’s too late that the products they have purchased are

below the quality that they expected from the advertisement. These acts of deception that

have left so many consumers disappointed has brought about suspicion from the public and

the perception that advertising is merely a manipulation of what exists.

Developing the strategy will involve several steps. The first is developing a

positioning statement. This is the basis for which most advertising strategies are developed.

This involves the evaluation of the goods and services of an organization and how it differs

from the other products in the market (Fill & De Francesco, 2013). It also incorporates how it

will reach the customer. The positioning statement will mention some values that the good or

service will present and the framework in which it is positioned in. The product concept will

be useful in the determination of images, contents and message to be included in the actual

ad. It will also include the profile of the consumers who are targeted and the reasons why

they should purchase the product (Stafford et al, 2005).

The next step is the consideration of the target customer. It takes into consideration

the end consumer of the product. It also includes all those who will buy the commodity

underly on various circumstances. It will also include those who influence on products to be

purchased, such as friends, children, and spouses (Bagwell, 2007). The next step is to select

the communication media. There is several major channels that are available for the business

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management. These include print media, radio, TV, the Web and outdoor advertising, which

includes billboards. Each of the channel has its merits, demerit and cost patterns. This stage,

therefore, needs to take into consideration the method that will reach the maximum number

of people, will be cost friendly and will have a message that is appropriately formulated

(Doganoglu & Klapper, 2006). The final step is to implement the plan. To achieve maximum

effect, the advertisements should have a theme that unifies the various sections which will be

central to all the elements that will eventually reach the customer.

Research Questions

The research will be aimed at answering the following research questions.

1) What are the benefits of advertising to a business

2) What is the best advertising strategy for a business?

3) What is the most effective advertisement media?

4) What is the role of technology in the buying behavior of buyers?

Research design

In this research, we shall use quantitative evaluation which will be performed together

with random sampling method which will be stratified and clustered. These random samples

have become the best way of determining the effectiveness of advertising form the aspect of

the consumer. Since the randomization will happen at a consumer level, stratification will

come in handy because it will ensure a treatment control balance when it comes to the size of

the sample. The study population will be a hundred shoppers who will be selected at random

from the various city shopping malls and streets.

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Measurement

The main data collection method will be close-ended questionnaires which will be

administered to the potential respondents. The respondents will be given a chance to fill the

questionnaire which will take only around five minutes of their time. Some of the questions

included will be what advertisement media resonates most directly them and how technology

has affected the way they buy things. The respondent will then be promised to be given a

copy of the report once it is complete if they would like to see what the results are.

Questionnaires were selected as the main interview method given their accuracy in data

collection, the speed of collecting data and their inexpensiveness. As a supplement for

questionnaires, interviews will also be used to collect the data. This will be in the case where

the interviewee may not be able to fill up a questionnaire, for instance, if they have sight

problems or are illiterate. In this case, the interviewer will note down the responses given as

they ask to close ended oral questions. The target population will be shoppers in the city who

will be selected at random from various locations including the malls, markets, and the

streets.

Analysis

The information from the questionnaires will be analyzed with the use of statistical

methods to reveal the interesting patterns that lie therein. Statistical software such as SPSS

and excel will be used in the analysis of the responses given. This analysis will paint a picture

of what is happening and the results obtained will be useful in helping us to answer the

research questions.

Ethical Considerations

Several ethical issues might crop up when conducting this research. One is that it is

possible to ask questions which are too personal to the respondents making them

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uncomfortable. To avoid this, sample questionnaires will be given out to close friends so that

they can go through the same and evaluate whether the questions would in any way make the

respondents not comfortable when participating in the study. The other ethical issue that

might crop up is some of the respondents deliberately giving false information which could

affect the accuracy of the research being conducted. Some of the respondents could also ask

for payment for filling their responses, which would be against the whole spirit of conducting

the experiment.

Limitations

The main limitation that would come in in this study would be the depth of the study

together with the generalization of findings from the research progress. This is because the

researcher may not be able to exhaustively study all the advantages of advertising to a

business as well as all the advertising strategies which are in use. At the same time, the

responses obtained may be biased towards certain directions to the advantage of the

respondents. This would mean that the study would be limited in its effort to get a clear

picture of the situation. Due to this, therefore, there might be the need for further

investigations to be conducted to establish the real situation on the ground.

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References

Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer

perspective. International Journal of Advertising, 27(2), 279-297.

Bagwell, K. (2007). The economic analysis of advertising. Handbook of industrial

organization, 3, 1701-1844.

Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing

Communications Perspective,(6 Th. New York: NY: McGraw-Hill.

Chioveanu, I. (2008). Advertising, brand loyalty, and pricing. Games and Economic

Behavior, 64(1), 68-80.

Cook, G. (2001). The discourse of advertising. Psychology Press.

De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing

and advertising. Sage.

De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes.

Sage Publications.

Doganoglu, T., & Klapper, D. (2006). Goodwill and dynamic advertising

strategies. Quantitative Marketing and Economics, 4(1), 5-29.

Dyer, G. (2008). Advertising as communication. Routledge.

Fill, C., Hughes, G., & De Francesco, S. (2013). Advertising: strategy, creativity and media.

Pearson Education.

Lavidge, R. J., & Steiner, G. A. (2000). A model for predictive measurements of advertising

effectiveness. Advertising & Society Review, 1(1).

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Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.

(2014). Advertising: Principles and practice. Pearson Australia.

Percy, L. (2016). Strategic advertising management. Oxford University Press.

Pollay, R. W. (2000). The distorted mirror: Reflections on the unintended consequences of

advertising. Advertising & Society Review, 1(1).

Schmalensee, R., & Genesove, D. (2008). Advertising (pp. 31-34). Palgrave Macmillan UK.

Schudson, M. (2013). Advertising, the uneasy persuasion (RLE Advertising): Its dubious

impact on American society(Vol. 6). Routledge.

Stafford, M. R., & Faber, R. J. (Eds.). (2005). Advertising, promotion, and new media. ME

Sharpe.

Yan, R., & Wang, K. Y. (2009). Market forecasting information and firm pricing-advertising

strategies. International Journal of Information and Decision Sciences, 1(4), 382-396.

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