Category: Marketing and Advertising

People today do not realize that there is a difference between public relations advertising and marketing and that is that public relations emphasize mainly cultivating relationships between an organization, individual, and key public figures in order to manage the client’s image. Marketing on the other hand emphasizes the promotion of goods and services for revenue purposes. Advertising is a tool of communication used by marketers to get customers to buy into the benefits of the product.

Impact of Advertising

Advertising is very useful, not just to producers but customers as well, and even the society at large. Advertising performs many functions in the society such as, giving information about the benefits of a product or service, which influences, targets or aims the attitudes and behaviours of customers by using different media outlets to capture their attention. For instance, an average American sees hundreds, and even thousands of advertisements in a day. Therefore, advertisement plays a very important role in shaping opinions of products and politics.

Also, it supports many institutions, such as news outlets, the television industry, search engine companies, and social media websites. For example, advertising contributes up to 80 percent of revenue for newspaper, and therefore is critical to maintaining the circulation of the press (Newspaper Association, 2014).

It is also used in convincing customers to buy new products that are introduced in the market, while also giving the existing customers of a particular product a reason to continue buying the product. It also works the other way by, trying to persuade the customers to switch from the existing brand they are using to another product. For example, giving the customer reasons why a brand or product is better than the other. For instance, Milo and Ovaltine, or Omo and Sunlight.

It helps in educating people, for instance there are some social issues in which advertising deals with like child labour, liquor consumption, female child murders, smoking, family planning education. In other words, advertising creates awareness in society not just on convincing people to buy products, but also informing about social issues around them or in the society.

It also serves as an art form or way of communicating with the customers. This deals with communication skills and convincing power. This helps in increasing demand of products on the side of the producers, at the same time increasing sales.

It is highly used especially in this age whereby competition is very high. So, it helps one to know, one’s competitors and plan to be able to meet up with the competition.

Advantages of Advertising

Advertising plays a very important role in the society; be it the producers, the traders or consumers. Some advantages to customers:

• Awareness: Advertising enables customers conscious and aware of what is new in the market or an existing product. If the products are not advertised customers will not be aware of what is going in the market;
• Advertising also helps customers find the product that’s best for them. When they get to know about the range of products, they are able to compare and buy what is best for them;
• Advertising is also vital to producers or sellers of the product;
• Advertising helps increase in sales of a product;
• Advertising helps companies aware of their competitors in the market and how they can better their product;
• Advertising is the foundation for any company to launch or release a new product;
• Advertising helps create customer loyalty;
• The demand for a product is a result of advertising.

Advertising not only helps customers and companies or producers but also the society at large. Advertising helps in tackling social issues and educating the public on these issues. Social issues like child labor, human trafficking, (‘MSG Management Study Guide’)

Disadvantages of Advertising

• Advertising costs a lot of money to advertise. Most manufacturers have to pay out of their pocket just to meet up with the cost of advertising their good which puts them at a loss;
• Sometimes the adverts may mislead the customers for instance a buyer could see an advert and buy the good but feel cheated after using the good then come to the realization that the advert does not really give the right information on the good;
• Adverts tend to undermine social values they blur the line between reality and fantasy in such adverts the buyers would get these goods without enough detail on what this could do to them;
• Adverts also encourage the sales of inferior or bad goods there is no filter for the kind of good that is advertised, so both the good ones and the bad ones are all advertised to customers;
• Some adverts could be derogatory or insulting to certain audiences. In order to gain recognition from a certain audience they could consciously or unconsciously hurt another audience to get their way.

Brief History of Marketing

Marketing is a relatively young discipline it began in the early 1900s. before this time most issues that are currently associated with marketing were assumed to fall under concepts of economics, advertising, or in most cases, they were not yet explored. (‘History of Marketing’, 2019)

Under the leadership of marketing scholars from several major universities, marketing was largely motivated by the need to break down in greater detail relationships and behaviors that existed between buyers and sellers. The study of marketing caused sellers to recognize that using certain strategies and tactics could strengthen the seller/buyer relationship. Before the 1950s this often referred to identifying tactics and strategies for selling more goods and services with little or no regard for the consumers wants. This led to companies embracing a “sell-as-much-as-we-can” philosophy with little concern for building strong, long term relationships. (‘History of Marketing’, 2019)

However, starting from the 1950s, companies began to notice that the old ways of selling goods were becoming outdated amongst consumers. Competition began to grow stiffer amongst most industries, organizations then began to look to buyers of the transaction for ways to better improve. What they found was a new philosophy whereby the success of marketing was built on understanding the needs of the customers. This new Marketing concept meant that decisions of marketers would first go from knowing what their consumers want and only then would the organization initiate the process of developing and marketing goods and services. (‘History of Marketing’, 2019)

Impact of marketing

Marketing is used to develop satisfying relationships that benefit the customer and the organization. At the organization level, it is a vital business function that is necessary for nearly all industries whether the organization operates as a profit or non-profit organization. For the profit-making organization, marketing is responsible for most tasks that bring revenue. While in the non-profit organization, marketing is responsible for attracting customers needed to support the non- profit’s mission such as raising donations or supporting a cause for both types of organizations it is unlikely they can survive without a marketing effort.

It is also the organizational business area that interacts most frequently with the public and what the public knows about an organization is determined by their interactions with marketers. It helps to create a competitive environment that helps lower product prices, as well as building demand for products that require organizations to increase their labour force which serves as a means of employment.

Furthermore, it sets prices in the sense that marketing helps in setting the correct price for one’s product or service which is done through the trial and error which is a form of market research. Marketing also sells the product or service in the sense that it helps in matching the products to the customers by determining the needs and wants of your customers base and being able to respond with the correct or appropriate products at the right time frame and right price.

Advantage of Marketing

Marketing is simply the promoting and selling of products or services. Advantages of marketing:

• Marketing helps to draw the wants of the consumers locates in untouched areas and find out the possibility of selling a new product;
• Marketing helps both the producers and the public or consumers. It helps the producers know more about the demand of the consumers while it also helps consumers get what they want from the producers;
• Marketing raises the standard of living in a country. With the provision of more items, products and amenities; even the poorest section of the society will get something out of it. Paul Mazur says “marketing is the delivery of a standard of living to society”. (‘Top 10 Advantages of Marketing’, 2015).

Disadvantages of Marketing

• The main disadvantage of marketing is the cost as money and other factors determine the success of a marketing project;
• If one does not do proper research then one may lose a lot of money. One could target the wrong audience or use an inappropriate medium of marketing and this would be a costly mistake;
• There is also an issue of time. Researching proper marketing strategies, designing, writing, getting the work published, dealing with responses after all require a lot of time. So, an unsuccessful project could be very risky;
• Marketing campaigns are consistent and ongoing which means more cost and more time spent and research has shown that consumers of goods need to see a piece of information about 3 to 30 times before they get it;
• A marketer may advertise a work but unless they are able to pay for a full page in a magazine, newspaper or any media outlet the marketer would be competing with other marketers who are also trying to gain recognition for their goods;
• The cost of attaining a magazine or newspaper with wide audience is extremely high and could be too expensive for some businesses.

Brief History of Public Relations

Public relations dates back to the revolutionary war as far as the United States are concerned. The tactics and strategies used to increase the ranks of patriots dedicated to the revolutionary cause and the staging of the Boston Tea Party are examples of early public relations. President Thomas Jefferson first used the term “public relations” in 1807. In His “Seventh Address to the Congress,” he replaced the words “state of thought” with “public relations.” (Inforefuge, 2009)

However, the knowledge of public relations has not always been positive. P.T. Barnum became a master publicist by creating articles for his circus in the 1800s. His exploitative publicity method and “public be damned” ideology however caused a lot of criticism of the profession. (Inforefuge, 2009)

The Creel Committee of the first world war was a significant component of the development of the profession. Edward L. Bernays who later came to be known as the father of public relations, was a member of this committee and was part of a massive verbal and written communication effort to gain support in the war. According to Bernays it was the first time in American history that information had been used as a weapon of war. (Inforefuge, 2009).

References:

1. History of Marketing. (2019, August 20). Retrieved January 16, 2020, from https://www.knowthis.com/what-is-marketing/history-of-marketing/
2. Inforefuge. (2009, October 30). History of Public Relations. Retrieved January 16, 2020, from https://inforefuge.com/history-of-public-relations
3. MSG Management Study Guide. (n.d.). Retrieved January 16, 2020, from https://www.managementstudyguide.com/objectives-importance-of-advertising.htm
4. Public Relations Management roles. (2019, May 1). Retrieved January 16, 2020, from https://www.agilitypr.com/resources/pr-glossary/public-relations-management-roles/.
5. Top 10 Advantages of Marketing. (2015, May 15). Retrieved January 16, 2020, from http://www.yourarticlelibrary.com/marketing/top-10-advantages-of-marketing/53152

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Introduction:

Advertising and Marketing are effective techniques to promote brands, services, goods and ideas. We can find advertising in every form, from watching a movie, watching videos on YouTube, billboards (the infamous Times Square in New York), and even advertisements cover a section of newspapers and magazines. In short, we can say that today the world is under the influence of advertisements and almost everything is considered to be guided by advertisements.

We all are bombarded by the advertisements popping up everywhere and urging us to buy more. These advertisements have become a competition between the brands to sell more and increase consumerism. Millions of dollars are being spent on just marketing and advertising by the brands with a common goal of reaching the right people with right message.

Evolution of Advertising and marketing:

Advertising began as early as the Industrial Revolution, where it was emancipated as the form of commerce but later it came down to mass production and this marked the beginning of mass marketing. “The mid-19th century to the beginning of the world war II saw the formalization of client, agency and media structures” (McDonald & Scott 2007, p.17) Today, modern times have seen the disintegration of media and agencies by consumers and its uses in advertising.

Advertisements at first were only meant to be showcased on televisions, radios and newspapers but now the medium to marketing and advertising has increased. It seems like with every advancement one started the replacing the other for example, Internet replaced newspapers or television replaced radio but instead every new media is actually a forerunner of the previous one in advancing technology and keeping up with the pace of life. Advertising platforms such as televisions and social media set “standards” for the people. Technology such as virtual and augmented reality, emphasise people to buy and make them feel that they can enjoy an experience by just spending some money and they don’t even require to move from their place.

Why does good advertising works?

Advertisements often leave long-lasting impressions. (Hollis, 2011) suggests that “Advertisements are not often meant to buy things in an instant. Instead it creates positive memories and feelings that influence our behaviour overtime to encourage us to buy things at later date.”

People often see these advertisements and are intrigued by the positive message. These advertisements are carefully perceiving us to feel that we are lacking something. They constantly remind you how your life would change if you buy a certain experience or product, service. They always make you feel that you “need” something rather than a “want”. Marketers often learn to target audience according to their needs and wants so that they plan and strategies their advertisements according to the audiences. Once a customer recognizes a need to buy, advertisers then try to show the problem to their audiences and then convey the message that how their brand would solve the problems that meets the need of the audience through emotional satisfaction or functional need. (Kokemuller 2014)

The functional need is identified when you buy soap to wash as it serves the function of being hygienic and clean. Whereas emotional satisfaction is when one participates to satisfy the cravings of entertainment, luxury, pleasure and social involvement. Many marketers try to use this emotional implication to perceive the buyers according to their “need” or “want”. Two buyers might shop for a car in the same showroom, but one would have a functional need to travel from his workplace to home whereas the other one would want a high-end luxury car to fulfill his emotional satisfaction for status in the society.

Placebo Effect:

Marketers are using advertisements that have a placebo effect on the customers. Placebo effect can be defined as how people are convinced by a certain product or experience, they have received and how one’s feeling and behaviour changes after that. This is based on the notion rather than the experience. This placebo effect is used by business owners to influence buyers and analyse their purchasing behaviour.

The placebo effect works best when the advertisements convince people to purchase the products they need or want. It is all about managing expectations. Many companies try to sell their products in the amount of 9.99$ instead of 10$ that is because consumers have a limit to spend on certain products and the strategy of not putting a whole number on a price or paying “half price on the original price” makes people believe that they are spending less and gaining more. This marketing strategy of paying less for more deceives consumers to spend more than they originally intended to. Consumers always crave for the experience they receive and that is the concept of how Placebo effect takes place.

Influence of Social Media on Marketing and Advertisements:

Radios, televisions and now Social Media have a capacity to reach a large number of audiences in a very short time. In this Digital Age, Facebook, Instagram, and Twitter are the new ways that marketers are using to influence the consumers. Consumers can now customize their pages according to their needs and marketers use this data to show similar services and products which might be better or cheaper than what they were originally looking for.

The best example to understand the influence social media has in decision making of the consumers was the USA Presidential Election in 2008. In the history of Elections, it was the first time ever that President Barack Obama used Social Media as a platform to campaign which became a huge success and played a major role in winning the elections. He not only actively used his Twitter and Facebook account but also made use of the data he received from email addresses that helped him to win the electorate. (Wright et al. 2010, p.11) The rise of social media had a huge impact on the election and the trend is being continued. This social media campaign is now being used in all electorate all around the world. Digital media now has become so popular that advertising has become so easy. Social media platforms like Facebook, Twitter and Instagram has made advertising very effective and it reaches out to a large number of audiences which is easily accessible on fingertips.

Digital media in general also includes the movies and pop culture which we see in our everyday lives that reflects and represents the consumer goods in a positive light. We are fascinated and feel a sense of lacking at the same time. These larger-than-life movies and television advertisements showcase a relationship between individual differences and a standard that has been set to be achieved. Consumers are often attracted when a positive message is passed through such advertisements and want to feel that same way

Because of these Social media platforms, it is very easy to start a trend and make consumers believe in it. These trends about the goods or services makes consumers believe that they need to invest in them to keep up with the market and chase the standards that marketers have created. The cycle of ‘buying the next big thing’ never stops. Fast fashion, Fast media, fast marketing, fast goods are all ways to make people to invest in more products or they would “fall” behind the race. This “throw away” culture has made consumers to adapt to a new product and abandon them as quickly as possible. The feeling that consumers are lacking something is making them live in nostalgia.

Strategies and Techniques Marketers use:

In the reference image above, it can be seen how Chevrolet is advertising and calling out a particular segment of people to purchase and how they are subtly creating a trend to purchase the cars ‘to fit in the crowd’. The basic idea of creating a comparison and competition amongst the automobile industry worked for Chevrolet.

Due to this Digital era, it has become very easy to understand the trend and get to know about consumer interests. There are different Strategies that are being used in the market without our knowledge and yet we are falling into the trap. Some Advertisements use catchy phrases or jingles that get stuck into our mind for ages, some catchy slogans or some brands which use our favourite famous celebrities to endorse their products, hidden with a meaning of how advertisements are just a way of showing that your life can be better or upgraded by using these products.

Why do we remember the logos of iconic brands such as Pepsi, Nike or McDonalds and why do we associate them with the quality of products they have established? The reason behind this is Globalisation. Many brands have taken continuous efforts and developed strategies to understand the customers’ needs by adding value to them.

“In order to create a successful marketing plan, managers must configure the varying aspects of the marketing mix and identify precise market segmentation to understand different patterns of customer purchasing behaviour.” (Amelia & Raina, 2018)

One such example is of the German-based Automobile Industry, BMW. BMW implemented a marketing strategy that targets segments in the society by selling different cars according to the socio-economic-financial status of the people. They initiated the division of the markets by understanding the relationship between purchasing tendency of customers and selling the cars to maximise sale to that segment. “Responding sensitively to unique values and purchasing behaviour enabled BMW to transcend intended performance” (Amelia & Raina, 2018)

BMW have always targeted consumers who can spend money on luxury cars and these are the consumers who “want” a car rather than “need” one. These cars have been selling well to premium consumers who can afford luxury, performance and quality as the cars itself has the same attributes.

BMW not only influences the premium crowd to purchase but it also ignites a conversation where people see BMW as a benchmark for luxury cars that they want in their life which would also become a part of their social status. BMW very strategically advertises their cars using an emotional approach where they can see people enjoying a premium luxury. This emotional appeal that comes from these advertisements affects the purchasing tendency of the consumers. This global marketing strategy have helped the company to be considered one of the most successful automobile industries, and it has strategically maintained that reputation all along these years.

“BMW’s global marketing strategy bridging premium and emotional marketing have compensated the company with superior economic performance and a strong leadership position in the automobile industry.” (Amelia & Raina, 2018)

Being part of the “elite” club is an experience and people want to be a part of it. BMW gives consumers a chance to be exclusive, providing membership, gaining loyalty points so that they upgrade their cars to only BMW. BMW customers don’t just pay for the cars but also pays for the premium experience they receive.

Not only the marketers target the socio- economic segment but also use the emotional approach towards culturally bound products. They tend to emotionally appeal to the customers by showing how “culturally appropriate” these services or products are, and influence you to buy these products.

Conclusion:

The question that comes into mind is where does this stop? What does the future look like for advertising and marketing?

Marketers have enjoyed analysing customer behaviour making them spend on things they don’t need and this has excited the marketing profession. Ethics in marketing is also a question as the constant bombardment of advertisements through various medium has resulted in over- consumption. Marketing has made retail therapy and impulse shopping so commercialized that the thin line between buying goods for pleasure and buying goods for a functional need seems to be vanishing. Continuous comparisons and competitions have made one to question their self, a phenomenon FOMO- fear of missing out has kept on increasing, purchasing products that are better or expensive than your circle of friends and making you stand out, has given rise to globalisation of consumerism.

Today, owning a possession like a luxury car, house, luxury bags and shoes has become equivalent to one’s personality and appearance. The world today has become more materialistic and it wouldn’t be wrong if we blame advertisements to be a part of it.

One needs to understand that we do not need a particular product or service at the right time to make us feel satisfied. Reputation is not acquired from the number of luxury cars we own or number of exotic vacations we go to. We need to do better by not comparing our worth in terms of possessions but we need to be better to ourselves by educating, spending time with family and friends, taking care of each other as human beings and taking care of the planet.

Technology will only advance from now, there is no stopping. There would be more ways to influence consumers, more marketing gimmicks to be introduced and more trends to follow but one needs to understand that purchasing products or services is not a solution and one should abide by that.

A majority of people today would agree that advertisements appear almost everywhere you go and can often affect decisions made about what we want to buy or do with our time. Marketing is the strategic business of selling goods or services to people through advertisements.

I chose marketing as my major because I am interested in business and would like to learn how to use the techniques used to sell a product. I am also artistic and would like to create creative advertisements that I feel would relate to newer generations. In this paper, I will be analyzing articles from different professional marketing journals that share aspects of successful rhetorical marketing tactics. All three journals are written by professionals in my genre of interest and are peer edited. The methods of analysis I will be using to analyze these three articles include audience, exigence, and constraints. The audience is who the author or authors are writing for, or who they are trying to share their ideas with. Exigence is the purpose of the writing or the issue that caused someone to want to write about it. Lastly, constraints are the certain way that an article must be written in order to reach its intended audience. Using these three methods of analysis I will determine how marketing professionals successfully use rhetoric to explain their genre and communicate their ideas to their peers.

The first journal I read shared ideas of how sex appeal affected the number of sales and interest consumers had in a product. The Effects of Sexual Social Marketing.. was written directly for people involved in the field of marketing. The audience is clear through the author(s) use of mentioning “marketers” and using words that only people who were experienced in this field would understand. The author(s) also share details about how marketers can better sell products based on evidence and findings from other research on the topic. “Several studies have shown a purchase intention advantage for sexual appeals despite a decrease in brand information” (The Effects..13). The overall use of audience in the paper seems to appeal to a certain type of advertising where the marketers may need to be more risky or intense, those are the type of people their paper is directed towards. When it comes to exigence the overall purpose of their paper is clear as well. In the genre of marketing, it is important to be able to catch someone’s eye in order for them to want to learn more about the product and the company. This paper tries to convince fellow marketing professionals reading it that the proper way to achieve this is through the use of sexualized advertisements. The author(s) state; “Sexual information, whether in the form of pictures, stories, or sounds, has been shown to evoke a predictable range of emotional responses within viewers”(The Effects..15). This use of evidence for the readers is a predictable use of exigence that will allow the author(s) to gain trust and therefore convince their audience of their overall purpose. Because this is an academic journal the obvious constraints within it are a need to seem professional and trustworthy. In order to achieve this, the author(s) used the APA format. An example of this is how they did not use the first-person point of view throughout the whole journal and their use of evidence which was all cited. Using proper evidence and citing it ties back to their professional audience and whether or not they will be able to successfully convince them of the purpose of their chosen topic.

The second journal I selected is a factual take on how social media affects consumers’ thoughts on a specific brand and what marketing teams can do to better their chances of their products being sold. The journal Paths To and Off Purchasing directly targets marketing and business professionals as the audience of their writing. While trying to understand how writers understand their audience better I came across a video by Clancy Clawson titled The Rhetorical Situation where he states “your task is to be an audience-friendly writer” (Clawson). This means that when an author is considering who their audience is they should always write as if they are trying to directly influence that person or group of people. In the journal Paths To and Off Purchasing they directly talked about marketers and business workers to make the journal feel tailored to them. “The growing prevalence of different forms of online media offers exciting new opportunities for marketers to interact with consumers along their path to purchase.” (Paths to..441) They also strategically used terms and numbers related to the specific subject. The exigence used in this journal gives the reader clear numbers and evidence of trials done on the subject and what the author(s) believe to be the best option for the presented problem, which is getting the most sales possible. “First, we contribute by proposing and testing a conceptual framework of how online consumer activity reflected in online media interacts with the traditional marketing mix actions (price, distribution and advertising(Paths to..442)“.

The advantages of CRM for companies are many. To start with, let us take a peek at exactly what CRM for agencies means. These tools are particularly beneficial for smaller companies, since it helps workers improve their productivity, which in turn, helps you to realize your company objectives, and create maximum return on your investments. A main advantage of CRM, this instrument can help to arrange leads, client info, accounts details, and revenue opportunities in a single centralized database, thus making it much easier for you to handle your data. Additionally, it will help to enhance work productivity, by enabling access to data to several departments across your business.

CRM supplies you with multiple choices whereby you’ll be able to catch and input leads to the computer system. This can help you to reduce manual data entry, thus conserving your worker’s precious moment. Additionally, it will help decrease the probability of copying, and therefore ensuring that your information is error-free and precise.

It will help boost the efficient degree among staff members causing a larger output and greater productivity. Coordination between the sales staff is very important for optimum cooperation, which will finally cause more sales and conversion at a less time period. Therefore, by taking advantage of the CRM platform you’ll have the ability to coordinate with your group members.

CRM program will help you to devise marketing strategies that would immediately appeal to targeted classes. This would also assist your workers to serve your key clients or customers more efficiently, thus strengthening the bond between the client and your own company, resulting in enhanced ROI. Most CRM applications, for example, Salesforce and Zoho provide strong sales forecasting tool which offers real-time upgrades on the organization’s key performance indicators. Including details like current goals, products sale cycle, and pipelined to shut sales, etc. and can be vital statistics that will help you in creating a much better sales and advertising strategy for your company.

To boost customer participation you want to make sure your clients have a positive experience each time they interact with your organization and this may be accomplished via a fantastic CRM platform. Since CRM provides comprehensive information on every client, your employees can effectively participate together, thereby providing fast and hassle-free support which leads to customer satisfaction, resulting in boost participation, loyalty and repeat purchase.

Email advertising is a cost-effective manner by which you are able to successfully promote your service or product. Additionally, this procedure is much more targeted and ensures a greater return on investment, through email marketing; you’re also able to raise brand awareness. Additionally, it’s a lot easier to implement, track and quantify.

If you use a CRM system, you’ve got access to significant client metrics like credit history, demographics, contact info, etc, which may be utilized to make personalized emails that will yield superior returns. This, then, will raise your involvement with clients and improve your email marketing effort consequently creating a greater return on your advertising spends.

To be able to close more deals, a one-size-fits-all advertising strategy isn’t likely to be more fruitful. Creating promotional advertisements and offers that do not match with your intended audience interests may result in a greater bounce speed, so, this is just another place in which CRM could be beneficial.

Using a CRM system, entrepreneurs have access to important information such as clients demographics, their current actions, last bought products, personal likes, and dislikes etc.. This information lets them concentrate on generating marketing campaigns which are connected to a client, and that, in turn, ensures the advertising message appeals to the target audience, resulting in greater CTR (click-through rate) and much more earnings.

CRM is a mobile-friendly alternative and therefore, makes the job of your home-based staff simple, by offering them access to consumer info on-the-go. This assists your employees to rapidly respond to some questions from anyplace, thus improving your team’s effectiveness and raising cross-selling and up-selling chances.

KYC or understanding your clients is exactly what CRM is about. It supplies you with information on each and every client’s profile, their purchase history, the way they’ve been promoted to, their answer to your marketing and advertising campaigns, etc. This information allows you to produce solutions that satisfy your client requirements. And as soon as you’ve got some concept about what your target audience is searching for, then you’re ready to personalize your discussion with them, thus increasing customer retention and creating additional revenue for your company.

By offering information like an individual’s previous purchase history, their merchandise and service taste, and payment history, CRM technologies will help you to discover repeat sales opportunities. This, then, makes it a lot easier for the sales rep to cross-sell related services or products the client could be interested in, according to their brand taste or last buy, thus improving your business’s conversion rate.

Customer service plays a very important role in regards to building strong relationships with your target audience. Supplying a bad customer service can result in a negative effect and may damage your bottom line. Therefore, by investing in a CRM platform you’d be able to efficiently enhance your customer support. A fantastic CRM system will assist in raising the overall efficiency of your client support group, resulting in greater customer loyalty. Additionally, it is going to make sure that all issues, however, small or large are managed professionally resulting in more brand exposure leading to more leads via word of

Conclusion

The advantages of CRM are endless, it can help you to arrange & concentrated your database, thus supplying valuable aid to all of your employees. It helps you in strengthening your relationship with your clients and at precisely the exact same time offer you valuable business tips, which might help accelerate your business’ growth.

The advantages of CRM for computer The advantages of CRM for companies are many, To start with, let us take a peek at exactly what CRM means. These tools are particularly beneficial for smaller companies since it helps workers improve their productivity, which in turn, helps you to realize your company objectives, and create maximum return on your investments. A main advantage of CRM, this instrument can help to arrange leads, client info, accounts details, and revenue opportunities in a single centralized database, thus making it much easier for you to handle your data. Additionally, it will help to enhance work productivity, by enabling access to data to several departments across your business.

Promoting method plays a pretty vital function in whirling an enterprise into a successful manufacturer. There exists a large need in conditions of electronic marketing platforms in previous couple of decades but now with the introduction of Digital Internet marketing Companies, the dilemma has vanished as several firms are opting for digital marketing and advertising to access their viewers. A very well-reputed and qualified electronic marketing and advertising corporation takes the duty of executing marketing and advertising your small business items and services so that you can rest in peace. A business that is new will have to make use of these services so as to get large returns on expense. No other solution assures to provide exact same success like electronic marketing as only these services guarantees to offer you confirmed results in couple of months.

The Widespread Providers Supplied

Most of the services consist of social media promoting, electronic mail promoting, electronic promoting, content material marketing, search motor optimization, influencer advertising, electronic marketing and advertising and conversion amount optimization. These products and services are quite valuable in development as perfectly as enlargement of your organization. These services are pretty useful in present-day organizations when compared to the standard usually means of advertising and marketing. Even so, these expert services are rather valuable in advertising and marketing the small business.

Strategies For Hiring The Most Appropriate Company

• In get to employ the service of the best, carry out a detailed exploration on their familiarity, techniques, a workforce of marketers, previous assignments and several other individuals. By accomplishing so, you can come to a summary of whether to seek their services of them or not.
• Always check out for the track record of the company since there are quite a few electronic advertising and marketing campaigns scattered all about the world wide web. Companies that are really reputed would have gone through difficulties and challenges in serving their consumers. You should pick up hugely professional and reputed online products and services for your small business desires.
• Examine the expense with other folks so that you can finalize for the greatest provider in a reasonable fee.
• Enquire about their resources and strategies so that you can get digital marketing and advertising as for each the most recent tendencies.

Benefits

• Large Good quality Service: Selecting a proficient corporation will assure for the top-excellent provider. A professional corporation will produce and put into practice economical advertising procedures for your company. They generally have effectively skilled and experienced specialists who work with complete motivation and perseverance for effective advertising strategies based upon the demands of the prospects and their company.
• Hit The Qualified Viewers: By incorporating the right strategies for your organization, you are sure to get benefit from a broader selection of prospective and likely shoppers. None of the organizations can enjoy achievement without a qualified audience so it is vital to develop advertising depending upon their requirements.
• Value-Helpful: Outsourcing your business advertising companies to a cost-helpful firm will cut down your stress as properly as conserve money from utilizing group of in-property entrepreneurs.

If you cherished this article so you would like to get more info regarding eCommerce advertising please visit our internet site. Generally, they have experts who have various several years of expertise in the marketing and advertising field. However, they will offer you a in-depth strategy on your marketing and advertising value in progress so that you can do every little thing in development without worrying about revenue.

In a recent year in the museum industry, with the increase of the operating expense, most art museums have put more effort in attracting more audiences since the admission revenue plays an important role in the total revenue of a museum. From 1990 to 2010, the cost of serving art museum audiences such as the operating and program expense was gradually increasing. According to the AAMD Statistical Surveys, the average operating budget per visit in museums has increased from $21 in 1988 to $48 in 2010. Two decades ago, fewer than one-fifth of the art museums in the country had a Marketing director which is only around 15%, and the percentage nearly tripled by 2000 to 50% (the Association of Art Museum Directors annual salary survey). Marketing, development and membership costs per visit have risen from $0.87 in 1988 to $2.94 in 2000. According to the 990 forms, most of the art museums had significant growth of visitor admissions after the increase in operating and marketing expenses between 1990 to 2005.

There are three major barriers that discourage the general public visits to most of the art museums in the US. First is Physical accessibility which are the physical factors that increase the difficulties to come to the museum such as the public transportation convenience around the museum, whether the museum’s location is far away, whether there is enough available parking space around or the ticket price and entry fees are reasonable and worthwhile for a visit. For example, last winter the weather was extremely cold, my friends and I were driving to the Isabella Gardener museum to see an exhibition, it took us more than an hour to wait for a parking place which made the experience feel terrible and we didn’t realize that it was so hard to find a parking space near the museum.

Another one is the museum’s reputation and brand which means whether the museum is worth to go or has an attractive exhibition. In addition, especially for younger generations, whether the museum seems fun to go and has a comfortable atmosphere for them to learn, make friends and share information as groups are important factors that encourage attendance to the museum. If the museum left them a boring impression and didn’t offer them the knowledge they were most interested in, they may not come to the museum again in the future, not even become to a member.

Another reason that discourages visits to museums is potential audience awareness which means whether potential visitors know of the museum’s existence or offerings such as whether they are aware of the information about the ongoing exhibitions, the time and content. Lacking ways to send information to potential audiences and worthwhile exhibitions to go is a big barrier for those smaller museums and galleries which don’t have a great number of collections and resources as big museums such as MFA and Metropolitan Museum of arts.

According to some surveys, most art museums have similar key marketing objectives. The first and most important objective is to increase the visitor and membership amount, especially younger audiences since the admission revenue is a very crucial part of the museum’s total revenue to keep the museum’s daily operation. According to the National Endowment for the Arts, most US art museums’ visitor attendance decreased by around 5 percent from 2003 to 2012, 65 years old and older were the only age group to increase over that period which made the museums change their marketing strategy goal to attract more younger generations.

The second object is to build the museum’s brand which means the values that the museum wants to be known for to increase public awareness. There are currently hundreds of art museums located in the US, how to stand out in these museums has become a major problem for some smaller museums. The ways to cultivate their core competitiveness in the homogenous competition and strive for greater market share is the primary problem that must be solved to build a museum brand. The landmark architecture of a museum can be an important marketing strategy to attract audiences and increase awareness. For example, one of the reasons that the Solomon R. Guggenheim Museum is very famous all over the world is that its gallery building’s unique design left a great impression on the people. It is the youngest building ever to receive great public recognition and becomes a New York City landmark that attracts millions of visitors all over the world.

Another marketing object for most museums is to increase admission revenue and public expectations through temporary exhibitions. Financial reports of some museums indicate that the more money spent promoting exhibitions is correlated with increased attendance.

There are some promotion tools that most museums will use for marketing strategy.

The first one is social media, according to the news report that there are around 83% of people said they would be influenced by a friend to go to a museum and see an exhibition while their friends posed some beautiful pictures and said they were having a great time in the museum on their Facebook page or Instagram.

Another tool is sales promotion and brand partnerships which includes offering prizes or discounts on admission tickets in collaboration with other parties. The brand partnership is also a great way for museums to improve their public awareness.

For example, the Art Institute of Chicago and the online rental website Airbnb launched a cross-border promotion cooperation program to make an exhibition about Van Gogh together which achieved great success, the visitor amount reached the highest point in the museum’s history. The exhibition called ‘Van Gogh’s Bedrooms’ which was a recreation of the famous rooms in Van Gogh’s paintings, and the rooms only rented for just $10 include the exhibition ticket for museum members to stay a night on the home-sharing website Airbnb.

This marketing strategy not only promoted the Art Institute of Chicago but also fitted the marketing philosophy of Airbnb’s “belong anywhere” program.

In addition to this, innovative advertising is also a useful promotion tool for museums to catch public attention. The National Gallery in London renovated the exterior wall of the museum building to a famous painting by Van Gogh with more than 8,000 fresh plants. The program was completed by General Electric (GE) and the National Gallery of England that aimed to awaken public environmental awareness and the idea that art changes a life.

The lowest cost of promotion tool is public relation such as a press release and media publicity. Through communication with various groups, the museum can manage its image and increase public awareness.

The Minneapolis Institute of Art’s brilliant image marketing strategy was to invite a famous landscape artist to restore Van Gogh’s famous painting ‘Olive Tree’ on a huge vacant grassland near the airport. When the plane flies over the nearby area, the passengers can see the panorama of the painting. This is one of the best museum advertisement idea in the visual art world. It not only created a unique landscape for the city but also showed the importance and taste of the region for culture and art. It also set a very good museum image which was an excellent brand marketing tool to deepen the public’s impression of the museum.

According to the Metropolitan Museum of Art’990 forms from 1990 to 2005, visitor attendance was increased after the growth of the marketing budget. A great temporary exhibition may result in increased visitor attendance without increased marketing, but there were still some special cases such as the Art Institute of Chicago has experienced decreased visitor attendance since 2000, even with increased marketing expense.

Marketing frequently is involved in audience experience evaluation, potential visitor research, exhibition design, label design, and the environmental conditions in the museum. Statistical evidence indicates that promoting and designing the exhibition’s budget and expense increase will lead to a larger amount of audience. Popular exhibitions can cause an increase in admission and audiences’ expectation of the next exhibitions and membership. For example, The Palace Museum held a temporary high-technology interactive exhibition used new technologies such as virtual reality and 4D huge circle screen to make thousands year of history relevant to a new generation and attract younger audiences. Audiences can feel like walking in the old paintings from the ancient world. Technology made these thousand years’ paintings become more attractive to people and younger generations and become a new way to express art and culture. The exhibition attracted around 1.5 million visitors only in 5 months, some audiences even said they would come to the exhibition for 5 times.

Tate Modern Gallery

The Tate Modern Gallery is a famous international museum located in London about contemporary and modern art.

In the annual report released by Tate Modern in September 2017, thanks to the opening of the new digital space in the Blavatnik Building in June 2016, the Tate Modern received 6.4 million visitors from 2016 to 2017. At the same time, the four websites of the Tate Gallery (Tate Britain, Tate Modern, Tate Liverpool, Tate St Ives) had 8.4 million visitor records which reached the highest point in Tate’s history.

According to the research, Tate Modern’s audience structure was 70% university educated, 53% international audiences, 16% had specialist knowledge of visual arts, only 10% were families and 18% were younger people, less than 6% were lower income groups. London has a very complicated population structure and is one of the most culturally diverse cities in the world, but Tate’s major audiences were mostly well-educated high-income groups with knowledge about arts, the younger people and children’s portion was very little. The biggest goal for Tate’s marketing strategy was to figure out ways to change this situation and attract younger generations and families to come to the museum.

They used several ways and programs to increase younger audiences’ awareness.

Tate has launched a new application that was designed to enable visitors to lead their own journey around the galleries on their mobile phones. This new app provides a more behind-the-scenes and personalized experience than a traditional museum audio guide for visitors. In addition, visitors can also find the gallery’s nearest places to eat, shop and hang out after the visit which was very thoughtful.

In addition to this, the gallery posted 500 international artists’ and studios’ working videos online which attracted millions of people to watch. They also opened a program called Tate Exchange program and two additional interactive digital spaces in the Switch House of Blavatnik building, it was like a drop-in laboratory without reservation and any fee, visitors could experience, create arts and make friends by using fun technologies and art materials. Through collaboration with more than 60 cross-border organizations and corporations, the museum attracted more than 230,000 viewers in the program’s first year, many of whom have never visited any art space before.

In addition to this, the gallery also held a Late at Tate Modern program which was to provide great concerts and cheap beer and drinks for thousands of audiences at night of the gallery to attract younger audiences.

To increase the portion of families, the gallery also put their cafe on the first floor and connected it to the beautiful park where children can have fun with some activities to make it more family-friendly. There were other efforts they made on their website since media plays an important role in marketing audience strategy. Their website has a relatively new family and kids’ activity page, and they have also produced a lot of short videos about children’s educational workshops on social networks.

This marketing strategy plan had a very positive effect which has increased the admission of younger audiences and families to around 40% in total.

We live in the digital era where everything moves fast and you have to keep up with the pace in order to get where you want to be. Digital marketing is nowadays found everywhere around. Social media took a very big step in helping brands create awareness and become successful. Brand endorsement and advertising are only two of the channels that sustain brands and propels them into this new era where everything one is interested in can be found a few clicks away only. Digital marketing has completely changed the way companies use technology and created extremely efficient solutions for their customers. It became one of the easiest ways to connect with clients thus the fact that people do use the media more and more.

‘‘What actually happened was that advertising became the crucial bridge between the activities of selling products and communication as both spheres expanded rapidly – a simple, but much overlooked aspect of its significance in modern society. A bridge is useful to extent that something crosses it; in the case of advertising, money, influence, and information crossed.’’, as Leiss, Kline, Jhally, and Botterill (2005, p. 123) emphasize. And it is extremely true, that advertising is playing a very important role in the marketing field right now. It has started to grow around the ’90s and it has reached a high level about 10 years later, being in continuous growth ever since.

Each market is different when it comes to needs, approaches, people, and ideas. For example, Kloss (2002, p. 33) stated that ‘‘During the Cultural Revolution, advertising, as the symbol of capitalism, was labeled as evil, deceptive and reflective of the practices of capitalist businesses, and was officially prohibited in China. The limited advertisements in those days were mainly used for the purpose of political propaganda.’’. Whenever entering a new market, especially a different culture, research is mandatory, hence the needs of a certain target group that belong to a certain culture are not necessarily the same as another market’s individuals. It is important for a marketer to find out and understand the regional disparities and besides this matter, when it comes to China, taking in advantage the geographical criteria, a marketer has to know that in order to produce a successful advertising campaign, consumers can not be treated all the same, because they are not (Kloss, 2002).

Advertising can be a very powerful tool if used by someone who knows what to do with it. ‘‘Advertising can cause you to stop and watch, or even stop and think. It can make you laugh, or squirm in your seat, or bring tears to your eyes. It can inspire you to read about a new product or remember a favorite brand when you’re walking down the aisle in a supermarket.’’, as said by Moriarty, Mitchell, and Wells (2009, p.10). They believe that advertising is only effective when they create an impact on the audience, and when it gets results that are measurable (Moriarty, Mitchell and Wells, 2009). They believe that there are some main types of advertising, such as brand advertising, retail or local advertising, direct-response advertising, B2B (business-to-business) advertising, and institutional advertising.

Once advertising has done its job of creating awareness among consumers, a website is absolutely indispensable. It is an easy, concrete, creative, and nevertheless, effective way of reaching your customers and potential customers and getting to know them better. By getting to know them better, the products give a more belonging sense to them. It makes them feel like the brand really meets their needs and expectations and by keeping the quality of the products, it creates loyalty between the business and the customer. ‘‘Online, interactive communication with your customers and prospects allows more direct feedback than ever. Each phase of product development, positioning, and promotion can include the most intelligent, experienced, and expert resource on earth – your customers. They become part of your team.’’ (Sterne, 1995, p. 5).

In order to make a brand more visible to the audience, Google came up with AdWords, where anyone can come up with context-sensitive advertisements that will appear on Google whenever opening a link (Holden, 2008). Although on social media, for example, users have started to get irritated by the hundreds of ads that they encounter anytime they access a page and have started to look for ways of getting rid of them, which will lead, in the near future, to using their social media pages less and less (Charlesworth, 2009).

‘‘Advertisements can be described as the ‘‘soap opera’’ mode of message delivery because they are subject to few reality constraints.”, as Minett (2002, p. 142) stated. Social media helps when it comes to providing businesses with important data on consumer behavior and habits. It is now quite easy for brands to get information regarding age, gender, and consumer traffic. “Generally it is claimed that social media gives more power to consumers, but social media applications on mobile give some power to companies to manage their business efficiently.’’ (Yadav, Joshi, Rahman, 2015).

Advertising is nevertheless one of the most popular and successful tools when it comes to marketing strategies. It helps both the companies/brands and the customers to get a better understanding of a product and to create brand awareness. Throughout the years, social media’s role in companies has grown, while TV, radio, and podcasts are slowly fading away. People nowadays tend to spend a lot of time on social websites and platforms and companies have found this and used it as an opportunity to create a channel through which it is easier for them but also for their potential customers.

References:

1. Charlesworth, A. (2009) Internet Marketing: A Practical Approach. New York, NY: Routledge
2. Holden, G. (2008) GoGoogle: 20 ways to reach more customers and build revenue with google business tools. New York, NY: Amacom
3. Kloss, I. (2002) More Advertising Worldwide. Berlin: Springer
4. Leiss, W., Kline, S., Jhally, S. and Botterill, J. (2005) Social Communication in Advertising: Consumption in the Mediated Marketplace (3rd edition). New York, NY: Routledge
5. Minett, S. (2002) B2B Marketing: A Radically Different Approach for Business-to-Business marketers. London: Financial Times Prentice Hall
6. Moriarty, S., Mitchell, N. and Wells, W. (2009) Advertising: Principles & Practice (8th edition). Upper Saddle River, NJ: Pearson Prentice Hall
7. Sterne, J. (1995) Worldwide Web Marketing: Integrating the Web into Your Marketing Strategy (3rd edition). New York, NY: John Whiley & Sons, Inc.
8. Yadav, M., Joshi, Y. and Rahman, Z. (2015) Mobile Social Media: The New Hybrid Element of Digital Marketing Communications. Procedia – Social and Behavioral Sciences [e-journal] 189 (1): 335-343. Available through ScienceDirect (database).

Marketing is an activity that is created to plan products and services, make decisions on price and distribution strategies and communicate persuasive messages to target groups identified. Communication is the process of creating a sense of oneness or commonality between the sender and receiver. In the context of marketing, communication focusses more on the outcome than the process. Marketing communications is part of a broad, overall marketing mix. An integral part of this marketing mix is advertising. Advertising can be explained as the communication of persuasive messages with respect to goods, services and concepts utilizing tools of mass media including television, magazines, newspapers, etc. (Eagle, Dahl, Czarnecka & Lloyd, 2015). Advertising is one of the most influential and powerful yet least examined and analyzed domains (Gustafson, 2001). Due to this semi-controlled power, advertising can be slotted as dangerous yet impactful. Over the last several years, the advertising industry has consistently received significant backlash because it is perceived to lack ethical behavior. In addition, advertising has also faced considerable amount of criticism with regards to its impact on society (Eagle, Dahl, Czarnecka & Lloyd, 2015). This essay examines the role of advertising in formulating a deep-rooted rape culture in society and the impact of the damage that advertising has had on members of society.

In any business, it is critical to create market and brand awareness (Janis, 2019). Promotion is important for any kind of business and it is important to make people aware of the business. Any business requires customers to run and advertising is the biggest means to reach out to customers, which thereby leads to good business turnaround. When a business advertises products and services, it means it can run in a competitive environment. (‘Why Advertising Is Important In Today’s Economy – Ad Army Group’, 2019). Attention is a key factor for effective advertising. There is so much competition when it comes to grabbing the eyeballs of consumers that this attention is regarded as the currency of advertising (Teixeira, 2014). Unfortunately, advertisers will cross any ethical or moral boundary in order to grab the attention of consumers. Using women as sexual objects in order to accomplish the same, is extremely prevalent in the advertising industry. The 1950’s witnessed rampant sexism in advertising, with eminent brands like Heinz, Van Heusen, Chase and Sanborn, Schlitz, Drummond Sweaters, Kenwood Chef, Silver Thins cigarettes, car brands etc stereotyping women into roles that are secondary to that of a man, and mainly have got to do with pleasing the male gender. While the Van Heusen advert lays emphasis on “Showing her that it is a man’s world” (‘1953: It’s so easy to use that even a woman with ‘no mechanical aptitude’ can operate it.’, 2019), the print advertisement for Chase and Sanborn makes light of domestic violence. Some of these advertisements also make fun of women, their acumen and capabilities The print advertisements displayed above showcase that women are meant to be in the kitchen, provide for their husbands and are expected to look a certain way physically. The print advertisement for the car, slots women into bad drivers, a myth that is much talked about even today. Copies like “Keep her where she belongs (‘1953: It’s so easy to use that even a woman with ‘no mechanical aptitude’ can operate it.’, 2019)”, associated with a woman lying next to a shoe, and “It is nice to have a girl around the house (‘1953: It’s so easy to use that even a woman with ‘no mechanical aptitude’ can operate it.’, 2019)”, associated with an image of a man stepping on a women lying down under an animal print carpet, evidently show men to be of a superior gender, having immense power over what is clearly displayed as the inferior gender. The print advertisement for Drummond Sweaters does not mince words and clearly states “Men are better than women” (‘1953: It’s so easy to use that even a woman with ‘no mechanical aptitude’ can operate it.’, 2019). It is evident that ever since as early as the 1950’s, advertising has portrayed women in extremely poor light and used women as stereotypical tools in order to sell products. The wrongful portrayal of women in advertising only became worse over the years and stereotyping women led to using women as sexual tools for the purpose of selling.The above images are evident examples of how advertising uses women as a tool for sexualisation and objectification to sell products. Unfortunately, these images are sourced from an article that was published only four years ago, in 2015 (Chaudhary, 2015). This clearly establishes that over the years the portrayal of women in advertising has clearly evolved from typically stereotyping women to using them as sexual tools for visual appeal. An advertisement for a jewellery brand has a woman opening her legs up for a man, a car brand uses an attractive young lady in lingerie in order to sell the product, Dolce and Gabbana’s advertisement showcases four men eyeing one woman. The easiest comparison between the portrayal of a man and a woman in advertising is the advertisement for the unisex t-shirt. While the gentleman in the advertisement is dressed appropriately, the same t-shirt when worn by a woman, has her showing most of her upper body, with all the buttons of the t-shirt open. A gaming advertisement showcases a woman with breasts on both front and back side, with the copy “Touch both sides for added enjoyment”, reducing the body of a woman merely to a tool that is required to provide pleasure.

Fredrickson and Roberts (1997) explain sexual objectification as reducing a woman to merely just her body, body parts or for sexual function. This sexual objectification therefore dehumanizes women into enticing objects that solely exist in order to appease the male gaze. Kilbourne (1999) states that on an average an individual is exposed to relatively 3,000 advertisements in some form or another every single day. 1,988 advertisements were examined in 58 U.S. magazines. Stankiewicz and Rosseli (2008) identified that across all categories, including men’s, women’s, news, and business; 50% of the advertisements showcased the portrayal of women as mere objects of sexual pleasure. Advertising has become more and more sexually provocative over the years and the content can be described closer to pornography than advertising (Soley and Kurzbard, 1986).

Lanis and Covel (1995) suggest that there has always been a stereotypical portrayal of women in advertising. Early advertisements of women portrayed solely as housewives and mothers, has evolved over the years and led to the sexual portrayal of women. Unfortunately, this stereotypical portrayal of women impacts the attitude that society at large has towards women. The major issue with using women as tools in advertising is that there is an impression that is formed in the minds of society at large because of this consistent portrayal of women as sexual objects. It is easy for people to learn values via symbolic environments such as media and advertising (Weaver, Graber, McCombs, & Eyal, 1981). Sexually provocative advertising has therefore led to not only men, but also women believing that women are the inferior gender in society, deeming a lack of equality between both genders in the minds of people. The big issue of gender inequality has therefore been formulated by content viewed by people via different media. This establishes the inherent sexism that has always existed in society. What is as, if not more dangerous than women considering themselves to be inferior, is the fact that the male gender considers themselves to be superior to women.

Sales promotion has been defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective or creating an immediate sale. The incentive is the key element to the promotional campaign that can speed up the selling process and maximize sales volume.

The promotional sales campaign for Carabao Dang will employ consumer franchise-building promotions. These are activities that communicate the distinctive brand attributes and contribute to the development and reinforcement of brand identity. Today, many companies focus their sales promotions on short term performance. In contrast, Carabao Dang is focusing on building long-term brand preference for Carabao energy, which will help us achieve the ultimate goal of full-price purchases that do not depend on promotional offers. The consumer-orientated objectives we are focusing on are, increasing the number of first-time consumers, increasing consumption from and defending current consumers and building brand equity.

As the Official Title Sponsorship of the EFL the sales promotion campaign intends to achieve mass marketing within football fans. Targeting hard-working, active, men and women from all socio-economic backgrounds. Nationally 71 teams are broadcasted every week and on a global scale, high-profile Championship and Carabao cup matches are shown. Therefore, there is a large platform to access the target group and achieve further international growth.

Carabao Dang is a well-established brand in football with a strong reputation, thus, many consumers may have already tried the products and the consumer purchase patterns may be solidified. To help generate new interest we will offer a sweepstake cash prize competition and taste challenges with rival brands. Sweepstakes are promotions where winners are determined purely by chance. The competition will offer a top prize of £50,000 with many smaller cash prizes. This will provide a financial incentive to nonusers, rival users and current consumers. Taste challenges will also create interest and help increase market share. They will take place at weekends in shopping centres in major cities which are likely to have large football fanbases, such as Manchester, London and Liverpool. This will provide consumers an extra incentive to try the product and potentially switch.

We will encourage new consumers to try Carabao energy drinks by providing samples at all Carabao cup matches and selected EFL matches. Although sampling is the most expensive way to generate trial, it is also the most effective. Sampling involves offering consumers a small quantity of the product for no charge to induce trial. Energy drinks meet the three criteria for sampling. They are of relatively low unit value, so samples do not cost too much, they are easily divisible as they can be poured into small cups for trial and the purchase cycle is relatively short, so the consumer will consider an immediate purchase. Samples will be provided outside the stadiums before matches begin. As the success of the brand depends not only on getting initial trial but also on inducing a reasonable percentage of people who taste the drink to repurchase it; during the game Carabao energy drinks will be available for purchase.

To build brand equity we will create male and female non-league football competitions for students and young adults. These competitions reinforce Carabao Dang’s investment into the community and emphasise the message that we want to improve all levels of the game. From growing participation in female football, we feel it is important to help promote the women’s game, which will additionally increase our reach. Tournaments will be provided locally within each county and each winner will receive some stock of Carabao Dang energy drinks and a sponsored kit. This will differentiate Carabao from other brands as it will allow us to build a personal relationship with the target audience in an environment where they are more comfortable. Furthermore, it offers a way to present the brand identity in an engaging way.

An advertising source is a person involved in communicating a marketing message, either directly or indirectly. Companies try and select individuals whose traits will maximise the influence of their marketing message to the target audience. They select celebrities depending on their source attributes, whether they are credible, attractive or powerful.

Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trust the source to give unbiased, objective information. For the source to be believable it must be trustworthy and have expertise. Expert and trustworthy sources are more persuasive than sources who are less expert or trustworthy. For example, Dove uses experts in skincare to recommend their products. The receivers’ processing mode associated with credibility is internalization. This occurs when, the receiver adopts the position advocated by the source because it is perceived to be accurate. Once the receiver internalizes an opinion it becomes integrated in their belief system and may be maintained even after the source of the message is forgotten.

A source attribute frequently used by advertisers is attractiveness, which encompasses similarity, familiarity and likeability. Similarity is a supposed resemblance between the source and the receiver of the message. If the communicator and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Familiarity refers to knowledge of the source through prolonged exposure. It can be measured using a Q-score to see the percentage of people that have heard of the source. Likeability is an affection for the source as a result of physical appearance, behaviour, talent and personality. Spokespeople who are admired have greater influence and therefore value. For example, until his infidelity issues surfaced Tiger Woods was earning $100 million a year. Source attractiveness leads to persuasion through a process of identification, whereby the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behaviour. The receiver may maintain the attitudinal position only as long as it is supported by the source or the source remains attractive. Unlike internalization, identification does not usually integrate information from an attractive source into the receiver’s belief system.

The final attribute is source power. A source has power when they can administer rewards and punishments to the receiver. As a result, the source may be able to induce another person to respond to the position they are advocating. For source power to have an effect there must be perceived control, perceived concern and perceived scrutiny. The influence process occurs through a process known as compliance. The receiver accepts the persuasive influence of the source and acquiesces to their position in hopes of obtaining a favourable reaction or avoiding punishment. Very difficult to apply in a nonpersonal influence situation as the communicator generally cannot apply any sanctions to the receiver.

Companies spend a huge amount on celebrities because they think they have stopping power. That is, they draw attention to advertising messages through the cluttered media environment and enhance the target audience’s perception of the product. However, there are a number of factors that need to be considered when choosing a celebrity spokesperson, including the dangers of overshadowing the product and being overexposed, target audience’s receptivity and risks to the adviser. A celebrity’s behaviour may pose a risk to the company and be very expensive.

One of the most important considerations choosing a celebrity is how well the individual matches with and is received by the target audience. Jamie Vardy is the celebrity we have chosen to endorse Carabao Dang energy drink. He has a fairy tale story which initially inspires and captures the attention of consumers. He came from non-league football to winning the Premier League showing his incredible work ethic, thus matching the active, hard-working personality for the target audience.

The main attribute that he encompasses is credibility because he has two energy drinks before every game and is extremely knowledgeable about their effects. He has done this throughout his entire career proving the benefits at every level of football. Furthermore, he continues to demonstrate benefits of using energy drinks as at the age of 33, he is currently the top goal scorer in the Premier League. A study conducted by Roobina Ohanian, found that the perceived expertise of celebrity endorsers was more important than their trustworthiness or attractiveness. Therefore, suggesting that celebrities are most effective when they are knowledgeable, experienced or qualified to talk about the product they are endorsing.

However, the return on investment is the most important factor in decisions making. The endorsement deal must translate into higher sales. Anita Elberse and Jeroen Verleun examined the economic impact of 347 endorsements from 180 athletes. They found that after the first six months athletes did not improve sales of brands relative to their competitors. Therefore, the impact of this endorsement may only be short lived and potentially not worth the investment.