How to Use Marketing to Drive Your Business
Marketing communications provide the target company with the due competitive edge that allows it to merchandize the brand in the global market through well-executed advertising. Existing skills offer knowledge on the integrated marketing communication for building a strategic marketing framework. The development of such skills is conducted by professionals in the marketing industry who provide all required information and abilities to pursue careers in the competitive marketing communications. The objective of this study is to discuss various marketing communication forums that managers can adopt for marketing their products.
Pioneering comes into action at the stage of introducing a product into the market especially because the product is unfamiliar to buyers and is deemed unique. In this consideration, advertising is regarded as a new and exciting finding. Indeed, pioneering is supposed to stimulate the primary demand of the product category. For these reasons, pioneering advertising is massively used at the introductory stage of a product life cycle; it offers consumers with deeply founded information regarding the benefits of the product category. For instance, the pharmaceutical industry has intensively exploited this aspect in marketing the drugs. An example is Pfizer Inc.; it focused its efforts on advertising a new drug, Lyrica, which was offered for the treatment of a diabetic nerve damage as pointed out by Hutton (2011, p.196). Another example of pioneering advertising is the strategy adopted by Apple Inc. when introducing iPhone. Via pioneering advertising, the public is informed about any groundbreakings of the new product, which has features that have never been in the market before. The strategy in pioneer adverting launches a campaign for the product development even before it is available in the public domain. As a result, there is a heightened anticipation from many people getting to talk more about the product in a positive manner. Besides, there are fewer challenges from the competitors (Hutton, 2011, p.196).
Competitive advertising influences the demand for special brands. In order to be comprehensive, the competitive advertising analysis should involve understanding the competition’s marketing communication strategy. In this case, competitive advertising comprises information that concerns the message and the media involved. For many years, the automobile industry has used competitive advertising in messages that outline distinctions in terms of such factors as the performance and quality (Belch & Belch, 2009, p. 45). In this case, the strategy stresses subtle differences between brands and the features that emphasize the development of the recall for a brand-name and a favorable association with the product. Competitive advertising is conducted in the growth phase of the product life cycle. Competitive advertising focuses more on influencing the demand for a particular product and brand. In most cases, the promotion becomes less informative but more appealing to emotions. For instance, in a bid to gain a bigger market share along with building an established awareness in the wireless industry, the Nextel Communication entered into a ten years agreement for the title sponsorship with NASCAR.
Comparative advertising usually takes place at the maturity stage of a product life cycle. Ideally, it is conducted when the product spends most of its life span in the market. At this stage, the major point of concern is about getting the differences attributed to own products in comparison to what competitors have against the same item. The comparative advertising makes a direct or indirect comparison of two or more competitor brands within a range of attributes. It can also be considered from the perspective of the comparative advertising law, which compares alternative brands based on prices or other attributes that impliedly or expressly identify the alternate brand name or information. Handling issues for comparative advertising was outlined by the Federal Trade Commission (FTC). Besides, the provision for the green in comparative advertising, FTC has categorically proved that disparaging advertisements are permissible as long as they remain non-deceptive. In another advertising strategy, comparative advertising usually compares the brands of the same company. It is done for the products that are slow in growth or are new in the market, which could likely be countering a stiff competition. For instance, in a bid to gain a bigger market share, the management of Bud Light introduced a comparative advertising initiative for Miller Lite. Here, the major focus was made on having as few simple carbohydrates as possible for producing the Lead light beer. The advertising message asserted, "Miller Lite is half of Bud Light's carbs."
Persuasion marketing is based on the features of the human psychology that are used in the development of techniques for effective marketing products and services. With this regard, persuasion is a promotion attribute of the marketing mix and development of the impulsive behavior of people in order to encourage them to purchase. With the advancement of the modern technology, persuasion marketing embraced designing a web page, via which target consumers follow a pre-planned pathway that leads them to take some specific actions.
A marketing manager should design a thorough marketing plan, which consists of persuasive promotional activities. The latter activities are paramount in creating decisive marketing strategies that are essential for attaining a set of marketing objectives. The manager uses persuasive promotional activities in order to change the consumer attitude towards buying a product. Besides, the persuasive promotions strategy explains how the target product is different from or better than that offered by a competitor. It also serves to convince the prospective consumer (Bolen, Tillman, & Kirkpatrick, 2014, p. 114). Also, the buyers are encouraged to make an immediate purchase and probably buy more than they would at a regular price. With such considerations, the manager would achieve a great result in increasing the marginal utility of a product or service thanks to the persuasive promotions tactics.
According to Bolen (2014), the promotional strategy used in persuading buyers depends on the language and imagery that revoke the emotional reaction and appeal to the consumer ability to use logic and to convince them that the company is reliable. The tools for persuasion promotion include postcards, adverts, and flyers, which all are designed to communicate a message to a potential customer. Such messages have a wide range of variations that range from offering freebies and employing patriotism as a means of persuading people to join them and pressuring the buyers towards believing that they possess great products.
As argued by Tillman and Kirkpatrick (2012), the use of persuasion in promoting a product is designed to encourage a certain action, behavior, or purchase. The product is at its stage of growth in its life cycle, and the target market is aware of the concept: people have an idea of how the product will benefit them and fulfill their wants. The manager does not require informing customers about the product. They should only persuade people to purchase their brand rather than the one of its competitors. The marketing message of persuasion is appealing to such needs as ego satisfaction, self-esteem, belonging, and love. It can be a significant goal for a mature product that is very competitive, for example, household items. The message of promoting usually encourages changing the brand; it focuses on converting some customers into loyal users (Tillman & Kirkpatrick, 2012, p. 76).
Another reason for why managers might choose to promote their product via persuasion is because it demonstrates the real advantages of a product. It can also significantly help products that are in the stage of maturity. A marketing manager may choose to promote a product at hand using persuasion at the stage of product decline in order to persuade consumers back to using their brand. Marketing managers may use persuasion because persuasive arguments of the customer sensitivity changes because of various factors, which may include the state of their immediate emotion (Wardlow & Lamb, 2008, p. 40). In order to have more chances of converting a buyer, marketer, or salesperson, marketing managers may use a persuasion window. Instances of persuasive marketing include detergents of laundry; they compare their brand with a leading product and demonstrate how their brand is superior. Digital cameras are another example of persuasive promotion. Sony, Nikon, and Canon brands have specific features. For example, Nikon describes all characteristics while Canon focuses on one small but unique feature. Every company has a distinct persuasion of its brand, appealing to every customer. For example, women may want a camera that will easily fit in a purse.
There are various forms of product advertising including pioneering, competitive, and comparative approaches, which are the key to the marketing process of a product life cycle. Each of these processes requires the manager to develop an integrated communication for strategic marketing. Also, using persuasive promotional marketing is bound to increase the demand for the existing products or services. Basically, the idea is to persuade the target audience to change the choice of a brand and develop customer loyalty. After initiating a purchase, the quality of the product determines whether the customer stays loyal or not. Therefore, persuasive advertising remains highly competitive, especially if there are numerous other related products in the market and competition for a share in the industry.
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