Application of Hierarchy of Requirements by Maslow in Ads
Title: Maslow hierarchy of requirements in advertising. The pyramid of requirements was developed in the 1940s by Abraham Maslow, and its theory is still suitable today for the understanding of management guidance, personal inspiration, and personal development. Maslow ideas in the hierarchy of needs of the employer’s responsibility to offer a work environment that enables and encourages employees to have their unique potential fulfilled are more related today.
There are various versions of Maslow’s pyramid of requirements explained by other scholars which have additional levels to the original model (Ciobanu and Ciobanu, 2015). The levels in Maslow’s order of needs are; safety needs, psychological needs, social needs, self-actualization needs, and esteem needs. The paper will discuss two international advertisements in relation to the Maslow’s needs Hierarchy, analysis of publications by use of market segmentation concepts, the international version of the ad, and the differences of the ads internationally, and finally the marketing and psychology aspects utilization in the advertisement for change.
Cadbury chocolate advertisements cater to the safety need in the hierarchy which is essential for making a buyer decide to purchase the product (Wells, 2015). Chocolates are known as friendship and love signs. There is social needs fulfillment in the Cadbury ads as there are special boxes provided by Cadbury used for the celebration of cultural events festivals that unite people giving a feeling of belongingness and love.
Maslow and Coca-Cola
Coca-Cola ad appeal to different needs at various levels of Maslow’s hierarchy. Coca-Cola makes its products to appear the most effective quencher of severe thirst as most of its ads are done in summer places such as baseball games, hence fulfilling the psychological need of its customers (Marlow, 2015). Coca-Cola ads portray the consumption of sodas at a family gathering of the party which emphasizes unity thus meeting the social belonging and love needs for its customers. In the Coca-Cola ads, sodas seem a famous symbol that brings respect and admiration to those who use them hence fulfilling esteem and self- actualization need.
Market segmentation is the combination of various customers into general needs and similar response to a marketing action. To segment a market there are different conducts to consider including psychographics, which looks into client’s psycho group, demographics, that concentrates on the type of client and behavior which bases on the actions of the client.
Coca-Cola organization uses consumer division of criteria and market into various clusters like profile, social and psychographic. Consumer value creation in Coca-Cola and good performance is a tragedy to convince people to buy their products. In its official website, the company outlays its pride in its partnership with the Olympic Games strengthening its reputation. In Coca-Cola ads, its seen people in summer quenching their thirst using Coca-Cola (Laudan, 2015). Its slogan of “open happiness with Coca-Cola” helps increase its sales as it shows highlights the consumption of Coca-Cola in family gatherings and parties. The Coca-Cola ads align with the company’s mission in that it refreshes an individual’s body mind and spirit, it makes a difference by creating value to customers and inspires happiness and optimism moments through actions and brands.
Maslow Hierarchy of Needs
A Coca-Cola advert takes place in Naples, Italy where Simone Rugiati famous chef creates a dining room that is flashy and invites passersby to join him. They all wait after the chef sets a makeshift table and posts a sign saying “let’s eat together” they all enjoy the Coca-Cola Happiness table.
Coca-Cola international ad “teach the world to see” symbolizes a delightful and multiculturalism that is angelic. It portrays the Coca-Cola image as uniting people. Also, Coca-Cola presents an image of individuals that are bright future-oriented and are part of the process of its success (Aeschelmann, and Carus, 2015). Although the ad was American viewers targeted it has a universal and global message that makes people feel like it was made for everyone. Marketing and psychology are utilized in the Coca-Cola ad to bring emotional change in the viewers to boost its market, for instance when the Coca-Cola company changed its ad from “open happiness” to “taste the feeling” there was maintenance if happiness focus with people connecting and engaging in activities. This portrays the feeling of belonging and love.
Evidently,Maslow’s needs hierarchy is vital in marketing advertisement as the company’s show concern in various needs of its customers as outlined in the levels of hierarchy. The Coca-Cola international ad caters for psychological, social, emotional, esteem, and self- actualization needs. Cadbury chocolate advertisements cater to the safety and social needs of its customers. When the hierarchy of needs is considered in the advertisements, the firms can meet their missions on sales and marketing.
References
Aeschelmann, F., and Carus, M., 2015. Biobased building blocks and polymers in the world: capacities, production, and applications–status quo and trends towards 2020. Industrial Biotechnology, 11(3), 154-159.
Ciobanu, C. I., and Ciobanu, O. M., 2015. The Impact of Eco-marketing in Qol Improvement. Calitatea, 16(S1), 672.
Laudan, R., 2015. Cuisine and empire: Cooking in world history (Vol. 43). Univ of California Press.
Marlow, M. L., 2015. The American Dream? Anti-immigrant discourse bubbling up from the Coca-Cola ‘It’s Beautiful’advertisement. Discourse and Communication, 9(6), 625-641.
Wells, L., 2015. Photography: a critical introduction. Routledge.
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Different Brand Advertising Campaign: Case Study of P&G
P&G Brand Advertising Campaign: As prescribed by different researchers and organizations, the cost of doing business is in the recent years is increasing (Amyx 2005; Williams and Page 2009). This is as a result of increasing competition within the market environment, where different businesses are doing everything possible to woo as many customers as possible. As a result of this, consumers of different products are the beneficially since all the extensive researches conducted are geared toward improving the quality of different products; hence, enhance consumer satisfaction. To achieve such objective, while still remaining relevant and competitive, the organizations need to formulate resilient strategies that build on distinctive competencies and provide a lasting competitive advantage.
On the same right, the said strategies ought to be sensitive and dynamic so as to encompass any eminent changes that are inevitable in any competitive market. Among the market strategies that different organizations are engaging in is the different brand advertising campaign. Advertising, as different researchers have claimed plays a key role in determining the success of a given product in the market. In regard to a different brand advertising campaign, the emphasis is on product differentiation, where the company tries to convince their customers, and other potential ones that their products are superior to similar products offered by their competitors. This is specifically done, in a bid to increase sales, command the market share and win new customers for increased profitability. Nevertheless, adopting a different brand advertising campaign is not a smooth ride but there a variety of handles that the marketers need to contend with at different levels. This is even true when a firm is facing competing rivals who also keep strengthening their advertising and product strategies with an aim of dominating the market (Brewster and Palmer 2001).
The study work at hand intends to explore some of the potential problems that a marketer may experience in his/her bid of using a different brand advertising campaign as his/her ultimate marketing strategy. To achieve the intended objective, the study will use P&G as its case study and will explore some of the challenges, and benefits it has achieved by employing the said marketing strategy instead of using the conventional advertising strategy. In addition, the research will propose some of the methods that can be employed to override those problems.
Brief description of P&G
William Procter and James Gamble are credited as the founders of Procter and Gamble (P&G) business that has in the recent past expanded to the international market; both in developed and developing countries. It has been regarded as one of the Fortune 500 American multinational corporations that have established its roots far and beyond its boundaries of Cincinnati where it was first established. The industry is supposedly the American biggest producer of household products and pharmaceutical goods. In particular, company is credited for providing over 250 brands that are grouped into six distinct categories. These groups include laundry and detergents, paper products like toilet papers, beauty care, food and beverages, sanitary towels and health care products.
In addition, the company also makes other products like pet food and PUR water filters and chemicals that are used internally and also by other chemical processing companies. As a way of attracting and retaining new clients, especially female consumers, the P&G also engages in production and sponsoring of Soap Operas that serves to distinguish its brand advertising strategies (A Company History: 1837- Today 2006). In fact, P&G is among business that have been credit with successful business innovations especially on brand management such as Connect and Develop innovation. According to Nielsen Company, P&G business is also among those companies that spend a fortune in advertisements alone. It is said to have had the highest advertising budget of all companies listed in United States by 2007 (Johnson 2012).
Brand Advertising
Despite all these positive aspects, the company also faces some challenges that demand prompt actions. Among such challenges is the continuous demand for new innovative and brands differentiation. The pressure originates from stiff competition that is posed by other small and larger competing companies. In addition, advancement in technology and new demands for new brands, the company is in a dilemma in deciding which brands to retain and those to discard. For instance, though soap and candle were the main products that the company produced in its initiation stages, candles have become obsolete due to the invention of electric lights among other products that rendered it irrelevant. Attracting, retaining and satisfying the clients are the main challenge that the company contend with all the time.
To handle this challenge effectively, the company has come up with different strategies that are also sensitive to the increasing cost of production in the company. In regard to this fact, as was observed by Jeff Neff of Ad Age, the company had even lost its usual top post in shopper magazine ranking. The failure to retain the top slot went on for three years making shareholders wary. The challenge is thought to have been as a result of effective advertising by its competitors like Unilever (Neff 2013).
In regard to its budget, as per its 2010 annual report indication, P&G is said to be spending cash amounting to over $10 billion in advertisements alone. According to the report, the percentage of Ads as a portion of sales for the said years was approximately 11.3%. This is an increase from the previous years’ where the same ratio was 10.9% and 9.8% in 2010 and 2009 respectively (Johnson 2012). Such increasing figures in advertising is said to have its toll on company’s inability to reward its faithful shareholders effectively (Edwards 2011).
Psychology of advertising
Advertising, since time in memorial, has been used in different circumstances by business to build powerful business force. In definition, as proposed by Brewster & Palmer, 2001, advertising may be referred to the purchased publicity conducted in a pre-planned way to seduce potential clients to act, think or behave as per the advertisers’ desires. According to Robert Hearth, advertisement is a tool that is most effective in persuading any potential and existing consumers to consumer certain products. According to him, companies that use advertising are amongst the most successful ones in the world (Heath 2012).
The same claim is echoed by Krugman’s idea who asserted that TV advertising has a direct influence on individuals even when processed inattentively. This is what is supposedly referred to by a number of individuals as subconscious seduction. Advertisers take advantage of this fact, first, to influence individuals’ mind and secondly, to influence their decision making in regard to certain products. Some psychologist believes that advertisements have both negative effects and positive effect on different individuals of a society. They also believe that the presence of advertisements on available media; whether television, newspapers, magazines, journals, radio and internet among others make all individuals target. They thus believe that advertisements have subliminally stimulated the way different individuals react in different situations (Amoto and Laudati 2001).
Richard Pollay, in his book, The Distorted Mirror: Reflection on the Unintended Consequences of Advertising claim that advertising seem to pop up in every part of the society, include the intimate space of customers’ homes. According to him, advertisements are created to attract attention, cause a change of attitude and influence consumer behavior toward certain ways (Pollay 1986). Nevertheless, some researchers still hold the idea that, though, advertisements has almost direct influence on individuals viewing them, businesses and individual marketers need to formulate their advertisement perfectly so as to inform customers of their products; hence, woo them toward buying (Hansotia and Wang 1997).
According to researchers, customers are highly responsive to advertisements, especially those that are aimed at informing them of new products in the market. Such advertisements are said to carry information persuading the customers to purchase a certain brand of products due to their superiority in quality and customer friendly prices. Depending on the response of the customers on product differentiation message contained in the adverts, firms are said to take appropriate actions; whether to increase or decrease their sizes. In cases where the customers’ responses are deemed positive, firms are said to increase their market size appropriately as they also adjust the prices of their products accordingly (Ferguson 20012).
Possible problems associated with advertising
As describe above, advertising is one of the strongest and most effective tool that businesses can adopt to reach their targeted customers. Nevertheless, in the process of designing, formulating, implementation and monitoring a myriad of potential problems may haunt the business. Such challenges are the center of interest in the succeeding discussion. The problems may include, but not limited to cost implication, consumer attitude, stiff competition from competing businesses, and product differentiation among others.
Cost implications
According to a discussion paper prepared by Kyle Bagwell of University of Columbia, Department of Economics on The Economic Analysis of Advertising, advertising is a sizeable business. According to him, in the year 2003, major companies like General Motors $3.43 billion, Procter and Gamble $3.32 billion and Pfizer $2.84 billion among other companies experienced such greater advertising expenses (Bagwell 2005). The high costs of advertising are to some extent influenced by the stiff competitions that exist in the market. In the case of P&G, though the company was the pioneer of so many products like cleaning detergents, health care products like shampoos and chemicals, a large number of potential competitors like Unilever have come up with similar products. In some instances, such competitors are said to outdo P&G Company in terms of quality of some products. They also do well in reaching out for consumers through their effective advertising and rebranding strategies.
In regard to adopting a different brand advertising campaign like it has been done by P&G, the cost of selling the idea would mean adjusting the advertisement budget upward. In a conventional advertising budget, the cost would be influenced by a number of factors such as the frequency of advertising, competition and clutter, market share of the brand being advertised and the product life cycle stage. In regard to frequency of advertisement, advocating for a different brand would mean that the cost would be relatively higher than that of already established products. The need for increasing the frequency of advertising is to try and ensure that the target consumers are convinced that the target product is superior to the ones being offered in the market (Brewster and Palmer 2001).
A company using a different brand advertising campaign is also expected to bear more financial burden in regard to competition and clutter. Clutter in this case refers to number advertisements that are run in a given media. P&G is expected to incur extra cost since it requires having more clutter than its competitors. In addition, the cost of designing such advertisement would cost them more than that of an already established product that have already been accepted widely and can still dominate the market even without the need for an advert.
Selling a different brand will also require the company to emphasis on the quality of the product it is selling. According to psychologists, consumers are always looking for a product that would not only satisfy them in terms of financial implication, but also one that meet their quality expectation. This will auger well with how well the product has gained ground in terms of market share. In addition, a new brand will demand that the advertisement be of high quality and eye catching and unique. To achieve all these, the company will require engaging experts in its production lines who will ensure that the quality of the product is not compromised. They should also ensure that their packaging line is managed by individuals who are experienced and understand how the markets work. The packaging material should also be appealing and unique so that it can stand-out amid competition. All the above objectives are only achieved if the company’s advertising budget is relative higher than that of the competitor.
In some instances, companies, including P&G are bound to rebrand their products in the form of product differentiation. This will mean that even an existing product, which has undergone such changes, would look as new product. To convince the existing consumers and also the potential consumers that the products are the same or relatively better will call for serious and extensive campaign. In order to reach all the clients, the company would not trust only one form of media, but would opt for a number of them that would be accessible by the target clients. For instance, in a bid to remain relevant and competitive in the sale of women product, P&G is said to be producing and supporting some soap operas both in TV and Radio. This means that its advertisement budget is higher than that of its competitors. With increased advertising budget together with other running expenses that companies incur in their bid remain competitive and attract to both customers and potential and existing investors, the company may fail to meet its long-term objectives.
For instance, it is said that P&G had in some years failed to provide substantial returns to its shareholders due to increasing cost of production and running costs. Here, with a quick glance at the 2012 P&G annual report, the company’s net earnings reduced from $ 15,495 to $13, 292 despite an increase in net sale to $83, 680 from $81,104 in the year 2011 and 2012 respectively. This led to a decrease of $ 0.73 in net earnings per common share from continuing operations (P&G 2012; Johnson 2012). The increase in sales may be attributed to the progressive and active advertisement, but this lead to increased operation costs that have lead to reduction in net earnings. With the company failing to satisfy its shareholders, some are bound to withdraw their support while others may invest in competing companies. Such a move would be detrimental to the company and its products.
Consumer attitude and perception
Psychologically, individuals are said to react with a lag of diverse period in terms of changing their decision due to changes in certain issues (Gujarati 2007). In regard to the question at hand, individuals would also be cautious to jumping into buying new or rebranded products due to the natural nature of human being of the fear of unknown. In addition, as expressed in the previous section, customers are subjective to seduction borne in different advertisements. In cheer realization that other competing companies are as well striving toward winning more consumers, such companies are bound to benefit more when a company decide to go beyond the usual products. In addition, some researchers have argued that, the relevance and importance of a certain ad would be determined highly with how the consumer has interacted with ads In cases where the consumer do not have access to the ad, it would mean that they would be blind to the product being targeted (Rubin 1981). On the same note, the different brand advertising campaign may not encompass enough information to change the decision of the clients as Fernandez and Rosen (2000) found out in his research on goal-oriented consumer’s response.
Effect of competition on advertisement
According to economists, companies come up with advertisements for various reasons that are all directed to customers. On the same note, economists believe that marketers and advertisers retain ultimate right to decide on the content of advertisements, and customers have no option but to take the information carried by the ads. For this reason, consumers do not all the time openly accept the information. Instead, they are said to interpret advertisements differently. Therefore, adopting a different brand advertising campaign is bound to experience more challenges than the conventional way. In addition, since advertisements are bound to affect pricing of different products before consumers are fully persuaded that the different products are superior and selling at fair prices, the company may experience low growth as consumers opt to buy from their competitors (Kirmani 1990). Similar assertion are echoed by Sutton (1991) who said that though advertising is bound to improve customer perception toward a certain brand; hence, creating some barrier to entry, it is bound to increase competition; thus, forcing some firms to reduce their expenditure to avoid the ultimate effects of fierce price competition.
Economists, to some extent, agree that advertising is majorly adopted by monopolistic firms, to gain product differentiation and achieve market control. With product differentiation objective achieved, the firm is as well said to have gained some ground in controlling the market. In the study’s case scenario, P&G Company is not a monopolistic but is surrounded by able rivals and even potential entrant. For this reason, convincing the customers that their products are superior would mean increasing its advertisement clutters; adopt alternative campaign strategies among other ways. Different brand advertising campaign may also, instead of increasing awareness of the product increase the demand for a rival company’s product at the expense of the marketer.
On the same right, such advertising strategy would reversely lead to a decline in consumer value especially in developed market due to increased commodity prices to counter the extra financial experiences trigger by the ads. For instance, P&G sponsored the US Olympic Team and had an advert dubbed ‘Thank you Mom’. Inasmuch as the ad had gained popularity in the US, P&G Company may have not scored properly due to the high cost of running the advert. According to a report released by the company in 2012, the ‘Thank you Mom’ advertisement required the company to think globally. This would involve formulating a communication objective that would cut across board; hence, requiring an expansive and expensive plan to articulate (P&G 2012).
Product differentiation
One of the key pillars toward a successful advertisement campaign is price differentiation. Firms and companies that have successfully managed to persuade their customers that their products are overly different from others in terms of quality, outcomes and costs are said to have been rewarded with unequivocal market share and dominance. In regard to product differentiation, a firm opting to conduct a different brand advertisement campaign is bound to employ either the horizontal or vertical differentiation. In definition, horizontal differentiation consumers are said to differ in what they prefer in a product. That is; the characteristics like color, taste, and sources bestowed on a given product. On the other hand, in regard to vertical differentiation, the emphasis is on product characteristics that make consumer go for quality. Therefore, a problem of ensuring that the products under scrutiny in different brand advertising campaign are purely different from other may arise.
In regard to P&G, as documented in its 2012 annual report, its main objectives is to have brands with strong equities in the minds of consumers, those that retailers are demanding and those that are platforms for innovation. Achieving such objectives is not a significant challenge to P&G since it has financial, technological and manpower strength. Nevertheless, the same notion is sure in its rival competitors’ agenda. The only sure way to ensure that its product retain their reputation is to ensure total differentiation, which in part is supported by effective and extensive advertisement (Barroso and Llobet 2011).
In this right, Roberts and Lattin (1991) found out consumers reaction toward consuming a certain brand is more influenced by their choice sets later than their awareness sets. According to them, the consumers’ awareness is highly influenced by such things like advertisements while the choice set is determined by the consumers purchasing decisions. Therefore, a firm that is determined to employ a different brand advertisement strategy should emphasis on influencing both awareness and choice set factors, something that may be problematic to balance and achieve as (Goeree 2008) found out.
Shon Ferguson (2012), in his study on Endogenous product differentiation, market size and price stated that consumer love for diversified brands leads them to becoming more sensitive to product differentiation efforts by different firms; hence, uncontrollable increase of differentiated products in the larger market. In respect to this, he argued that expansion of market base by firms through product differentiation and advertisement may eventually lead to higher prices of such products. If this does happen, consumers are then said to divert their attentions to other similar commodities that are offered at lower prices. This is because, with polarized market, consumers have a wide variety of commodities that they can choose from; hence, the notion of consumer loyalty does not hold (Ferguson 20012).
This is true even to the case of P&G Company that, though having been among the market pioneer is competing with so many other late entrants. In addition, as some researchers have argued, so much concentration on the need for price differentiation would eventually lead to a compromise in terms of prices or quality (P&G 2012). Therefore, the most appropriate advice that researchers have offered is for firms to remain cognizant of the consumers’ need and marshal toward satisfying them by and large.
Grossman and Shapiro while investigating the effect of informative advertising realized that advertising help the elasticity of demand faced by each participating firm. According to them, the lower the cost of advertising, the more the advertisement clutter will increase and the better informed the consumer will become (Amoto and Laudati 2001). In such instances, where the customers are well informed, and more firms are engaged in advertisements, a firm that spend more money in advertisements is bound to suffer since advertising in a market where consumers have full knowledge of the market does not necessary mean increasing your customers.
Recommendation
To avoid the potential problems that are associated with different brand advertising campaign effectively, marketers would need to take a number strategic measure. First, as it has extensively been discussed in the previous section, the marketers should constrain their budgets in such a way that they adhere to the company’s objective. This can be done by ensuring that the advertisements are perfectly formulated to reach the target group effectively while at the same time, minimizing the cost of running those adverts in different media.
In regard to consumer perception and attitude, the adverts should carry exceptionally, convincing and persuasive messages that reflect, if possible, the actual reality of the brand being advertised. This would auger well since customers who have had the potential to purchase the product can pass the same information to them that are aware of the brand but have not made a positive choice of purchasing them. In addition, this would give the company a competing edge against its potential rivals and potential entrants.
The company should also formulate its advertisement with cheer realization that the advert can have an anti-competing outcome, where it promotes the products of the competing firms. The company should also have its shareholders and investors in mind; hence, it would continually receive financial and other forms of supports even in times of turmoil.
Conclusion
P&G Company, like many other large and small companies, engages in intensive advertisement in a bid to weather down any potential competition. In fact, Procter and Gamble is said to be the leading company in terms of advertisement. This is true even with the fact that it is always in the top three of the most profitable multinational company. The need for regular advertising, where it is reported to collaborate with other firms and sponsor is said to emanate from the need to inform its customers regularly of its superior brands that have dominated the market. In a bid to advertise, like any other companies, it faces challenges that drag down its objectives.
Among the advertising strategies that a company adopts, different brand advertising campaign is one that can lead to greater success in reaching customers. Nevertheless, there are a myriad of challenges that are attached to the strategy as discussed in the previous section. In particular, the campaign would be more expensive than the conventional methods employed by many companies. It requires maximum time to convince the customers that truly, the brand the company is selling is superior and better than the similar ones in the market. Again, the customers may not be fully convinced; hence, though having the awareness of the product may opt to consume those offered by competitors. The strategy is also said, sometime, to work against the company where it indirectly promotes the products of its competitors. Therefore, as much as the company would love to use this strategy, it should be wary of the challenges; hence, plan appropriately. The advert should be formulated in such a way that all the unnecessary costs are avoided while at the same time, targeting to reach all the potential customers.
References
AMOTO, Giuliano and LAUDATI, Lariane L. (2001). The Anticompetitive Impact of Regulation. illustrated ed., Edward Elgar Publishing
AMYX, c. (2005). Small business challenges:The perception problem size doesn’t matter. Washington business Journal, 50-76
BAGWELL, Kyle ( 2005). The Economic Analysis of Advertising. New York, NY, Columbia University
BARROSO, Alicia and LLOBET, Berald (2011). Advertising and consumer awareness of new, differentiated products
BREWSTER, Arthur Judson and PALMER, Herbert Hall (2001). Introduction to Advertising. illustrated ed., Albuquerque, NM, The Minerva Group, Inc.
A Company History: 1837- Today. (2006).
EDWARDS, Jim (2011). How P&G’s Ad budget grew to $10B, Accomplishing Less and Less as it went
FERGUSON, Shon M. (20012). Endogenous Product Differentiation, Market Size and Prices. Research paper, Research Institute of Industrial Economics
FERNADEZ, K. V. and ROSEN, D. L (2000). The effectiveness of information and color in yellow pages advertising. Journal of Advertising, 29 (2), 61-73
GOEREE, Michelle Sovinsky (2008). Limited Information and Advertising in the U.S. Personal Computer Industry. Econometrica, 76 (5), 1017-74
GUJARATI (2007). Basic Econometrics. 4 ed., India, McGraw-Hill Education
HANSOTIA, B and WANG, P (1997). Analytical Challenges in Customer Acquisition. Journal of Dierect Marketing, 11 (2), 7-19
HEATH, Robert (2012). Seducing the Subconscious: The Psychology of Emotional Influence in Advertising. illustrated ed., Burlington, MA, John Wiley & Sons
KIRMANI, Amna (1990). The Effect of Perceived Advertising Costs on Brand Perceptions. Consumer Research, 12 (1), 160-7
NEFF, Jeff (2013). P&G Regains Top Slot in Shopper Marketing
P&G (2012). 2012 Annual Report
POLLAY, Richard (1986). The Distorted Mirrow: Reflections on the Unintended Consequences of Advertising. Journal of Marketing, 50 (1), 18-36
ROBERTS, John H and GLEN, L (1988). Modeling Multiattribute Utility, Risk, and Belief dynamics for new consumer Durable Brand Choice. Management Science, 32, 255-66
RUBIN, A (1981). An examination of Television Viewing Motivations. Communication Research, 8 (1), 141-65
SUTTON, John (1991). Sunk Costs and Market Structure. MIT Press
WILLIAMS, Kaylene and PAGE, Robert (2009). Marketing to the Generations. Journal of Behavioral Studies in Business
I hope you enjoyed reading this post on the brand advertising campaign of P&G. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.
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Marketing Essays
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Below is a list of marketing material we hold in our marketing essays archive:
Marketing Analysis
International Marketing
Marketing Planning
Online Marketing
Social Media Marketing
Strategic Marketing
Marketing Ethics
Below are some well renowned organisations we have written about:
Starbucks
Hilton Hotels
McDonalds
EasyJet
Reebok
British Airways
Xerox
TESCO
Sainsbury’s
Etihad Airlines
PUMA
Ryanair
Ford Motors
Adidas
Guinness
Lenovo
Tata Motors
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Waitrose
Coca Cola
Kraft Foods
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Brainstorm. Clustering works best for most people. Also, it’s a good idea to talk to other people about the marketing topic.
Organize your ideas into groups of related ideas.
Make an outline with three main ideas which all support your overall main idea.
Start writing the marketing essay at the body of your essay (main point 1, main point 2, and main point 3) with at least one paragraph for each main idea. (Do not write the introduction or conclusion yet)
Summarize the whole body (your three main ideas) in one paragraph with at least one sentence for each main idea. You can add some opinion or suggestions at the end. This is your conclusion.
Summarize your conclusion in one sentence. This is your thesis statement. Put this right before your first main idea. It will be the last sentence of your introduction.
Write a funnel introduction (general to specific) that ends with the essay statement you wrote in the previous step.
Summarize your thesis statement in two to five words. This is your title. Put it at the beginning of your marketing essay, and don’t forget to center it. Now your first draft is finished.
Put your name, class name, professors name, and date at the top left or top right of the essay.
Edit your essay. Most people find it best to print it out on paper and write editing marks by hand and then enter the changes on the computer. This will be your second draft.
Get a friend or professional to edit your second draft (by hand). Enter these changes and print it out again. This is your third or final draft, depending on whether you have time for another draft.
I have been asked by marketing students who have purchased Advertising Dissertations from our website to write a blog post relating to advertising within the marketing arena. With this in mind, I have taken a couple of hours to construct this post on advertising.
Definitions of Advertising
Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. Advertising is a means of communication with the users of a product or service. Advertising is bringing a product (or service) to the attention of potential and current customers. It is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. These are benefits fields of marketing for students writing advertising dissertations.
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media, This is a particular interest field of marketing for students writing advertising dissertations.
Importance of Advertising Dissertations
Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging ‘environmentally friendly’ behaviors, and even unhealthy behaviors through food consumption, video game and television viewing promotion, and a “lazy man” routine through a loss of exercise.
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. This topics are essential for These are benefits fields of marketing for students writing marketing and advertising dissertations. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.
Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.
Advertising serves three main purposes:
To get or win new customers.
To increase use of products or services among existing customers.
To help potential customers make a choice among competing brands.
Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. For every organization and every product or service, advertising tends to fulfill a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfills all, some or one of the three major functions:
Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection.
Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them.
The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers’ minds, becoming the base on which they shape their future decisions. There are many existing marketing dissertation based in these areas.
There are a few reasons for advertising some of which are like this:
Increasing the sales of the product / service
Creating and maintaining a brand identity or brand image
Communicating a change in the current product
Introduction of a new service
Increasing the buzz-value of the brand or the company
You can base your advertising dissertation on the above topics.
Types of Advertising
There are types of advertising objectives which are:
Informative advertising where the objective is to build primary demand in the introduction or pioneering stage of a product
Persuasive advertising where the objective is to build selective or comparative demand in the competitive or growth stage of a product.
Reminder advertising with mature products and reinforcement advertising which seeks to assure current purchasers that they have made the right choice.
And there are the following major advertising media types:
Outdoor advertising – billboards, kiosks, trade-shows, events etc.
Broadcast advertising – TV, Radio, mobile (back-lit) vans or autos etc.
Online advertising – Telephone, SMS/MMS, emails, pop ups, banner ads, video ads etc.
Objectives of Advertising
Four main Objectives of advertising are:
Trial
Continuity
Brand switch
Switching back
Let’s take a look on these various types of objectives.
Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.
Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.
Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.
Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.
Advertising Dissertations
Advertising Management
Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.
Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.
As mentioned above, advertising management begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product.
Gone are the days when there was only print and television advertising was available to the manufacturers. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product.
The Strengths of Advertising as a Marketing Technique?
Advertising, being an utterly vital segment of the promotional dimension of marketing, has its share of strengths in its role as a marketing technique. There are other elements in the promotional mix as well such as sales promotion, publicity and direct marketing, nevertheless advertising has an exclusive strength to reach a mass audience.
The reach factor is very important that accentuates the significance of advertising in the process of marketing as well as branding. Furthermore advertising is an essential tool to introduce products for the first time in the market. Not only that but it also illustrates any modifications and alterations in the product or service that it is advertising. Moreover it proves to be a very effective source of reminding and reinforcing the impact of its communication of the product, not letting the consumers forget about it. Last but not the least it persuades the target audience and shapes their buying decisions.
Advertising gives companies and businesses the opportunity to build up a brand and an identity. The distinct adverts in both TV and print form are instantly recognizable as the company’s own and give it an identity as a clean, modern and reputable brand. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. If an advertisement succeeds at both it can help draw an audience to the product or service and build a relationship between the consumer and company. Establishing this connection should lead to a boost in sales for the business. Many advertising dissertations we have in our collection encompass marketing techniques.
AIDA Model: Measurement of Effectiveness of Advertisement
This theory is based on the premise that during a sales presentation, the prospect consciously goes through four different stages: Attention, Interest, Desire and Action. The components of this theory believe that the salesperson should design his presentation in such a manner which takes care of all these stages of the process of selling. The details of these components are as follows:
A: Attention
The salesperson should attract the prospect to his presentation before he actually goes into the details of the same. This is to ensure that the prospect becomes receptive to the presentation.
Here the need for securing attention is must. It’s a fact that usually the prospect may be busy in his routine jobs or daily assignments. Thus, before meeting the salesperson, the prospect’s mind may be engaged in something other than the concerned product, about which the salesperson in going to talk.
Unless the salesperson involves the prospect’s mind in the presentation, his total effort may go unnoticed or unregistered. Drawing the prospect’s attention, therefore, is as good as to detach him from other assignments and involving him in the presentation, both physically and mentally, so as to gain maximum from the sales meeting.
I: Interest
Once the salesperson has successfully gained the prospect’s attention, he should maintain the interest of the prospect throughout the presentation. In other words, the salesperson should ensure that the prospect remains glued to his presentation throughout its length and that he does not wander away from the same. The salesperson should be aware of the interest, likes, dislikes, attitude and motivation of the prospect and should proceed with the presentation, keeping in view all the factors.
D: Desire
To create a strong desire in the prospect’s mind to purchase his product is the next important step. The salesperson should consciously try to bring the prospect into this stage of readiness on the point of buying his product. He should concentrate on projecting the benefits of his product to the prospect. He should go even to the extent of presenting benefits according to the motivation of the prospect.
The salesperson should also be prepared to anticipate the resistance to his sales presentation in terms of objections or questions from the prospect. Not only that, he should be prepared with several answers and explanations to the anticipated objections.
A: Action
Once the salesperson has been successful in taking his prospect through the three stages, he should induce them into actually buying the product. Sometimes even after going through the three stages of Attention, Interest and Desire; the prospect may still have some doubt or some disinterest which will stop him from taking the final decision of actually buying the product. Hence, it becomes an important task for the salesperson to help his prospect in taking the final decision. At this stage; the salesperson tries to push the prospect into a situation to take a decision; and the deal is closed skillfully and successfully. This is what is expected of a salesperson in this stage – this is ideal research for advertising dissertations.
Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Many companies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms.
Advertising is important for the customers
Advertising plays a very important role in customers’ life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit.
One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers. Current consumers can also be kept up to date with the latest products and services available to them.
Advertising is important for the seller and companies producing the products
Advertising plays very important role for the producers and the sellers of the products, because:
Advertising helps increasing sales
Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.
The above components of advertising can be found in many of the advertising dissertations we have on offer.
Advertising is important for the society
Advertising helps educating people. There are some social issues also which advertising deals with like immoral labor, liquor consumption, smoking, family planning education, etc. thus, advertising plays a very important role in society. You will find many dissertations relating to advertising in the marketing dissertation section of the website. Below is a list of some advertising dissertations we have available:
There is no doubt that advertising is critical in any business. It is, however, a misunderstood element of business success. A lot of people in the business world think that advertising is all about brand names, logos and signs while others think it is only a synonym for marketing. However, that is not the case. What you need to understand about brand strategy is the fact that you, as a business, will need to base your brand strategy on a unique and authentic idea that will connect with your customers and potential and help create a positive emotional bond. In other words, an excellent brand strategy should set apart your business or products and services from the competition.
A well-crafted brand strategy will provide a foundation for businesses to create their own niche and consistent demand in the market. When a clear brand strategy is implemented in a business, it will, beyond any reasonable doubt, help create a group of loyal customers who will always want to buy your products or services regardless of how the economy is doing or the trends in the markets.
Collection of Advertising Dissertations
Brand strategy is, therefore, essential to any business irrespective of its size, since it is a tool to convey the right message of your products and services, and your business at large, to your potential customers. On the other hand, an effective sales strategy will certainly have an impact on the cost of your product, for instance, it’s packaging, advertising strategies, marketing and distribution channels to mention but a few. That is one of the many reasons why sales strategy must be handled with the magnitude it deserves if you really are determined to grow your business to greater heights. It is safe to say many advertising dissertations have been written on this subject.
Another area that businesses should focus on is developing revenue driven strategy in order to boost not only their sales but profits as well. That is something which any business, especially the small and medium sized businesses, cannot afford to forgo. Create one for your business and you will live to love the outcome. No doubt you can incorporate this into your advertising dissertation and read up on the advertising dissertations we have on offer.
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