Business: Advertising and Consumer Essay

Submitted By alimoalim1
Words: 4011
Pages: 17
Open Document
The scope of marketing communications

1.1 The communication process that applies to advertising and promotion.
Kotler's communication model and how it is relevant to marketing communications
Communication and promotion are among the most fundamental skills that marketers should have. In essence, communication can happen whether planned or not for example, a salesperson’s attire can communicate, an organization’s offices can communicate and also, the pricing catalogue usually communicates building an impression to the customer. According to Kotler’s communication model, a company ought to create this impression and adopt strategies that deliver their brand to as many as possible audiences if the company is to remain competitive in the market (D’Aveni and Gunther, 1995).
On the other hand, promotion is a constituent of communication which strives to deliver message that capture the target audiences’ awareness, interest and stimulate them to purchase a company’s products and/or services. In achieving this, the Kotler’s communication model suggests modes like advertising, sales promotion, sales people and public relations through which a company will capture the customer’s attention and interest (D’Aveni and Gunther, 1995).

The Kotler’s Communication Model (D’Aveni and Gunther, 1995)
The role of promotion is primarily to create attention. According to Kotler’s communication model, if a promotion technique does not achieve this then the company should go back to the drawing board (D’Aveni and Gunther, 1995). There is also, a need for marketers to research on the patterns of allocation of attention time by the target market in order to reach as many people as possible. Among the ways marketers use to create consumer attention are through employment of high-profile personalities like footballers, movie stars or athletes in their ads, free offers, use of shocking stories or statements.
The issue of effectiveness is also, very crucial in communication and promotion. The ultimate target of promotion is to get people to buy. There is a notable difference between creating attention, sustaining the attention and triggering the action of purchasing that commodity the company is offering. Any communication and promotion strategy that a company employs should be effective in terms of getting the target population to buy the product or service.

The consumer buying decision-making process
These are the steps through which a buyer passes regarding a potential transaction before, during and after buying the product or service. Henderson, John and Paul (2008) argue that consumer buying decision making process is composed of five steps as indicated in the diagram below:

Adopted from (Henderson, John and Paul, 2008:376)
This model is extremely crucial for anyone who is preparing to purchase. It is also, important to the marketers since it will assist them analyse the whole buying process and not the purchase decision alone therefore, they will adequately prepare to influence the choice of potential buyers (Gardner and Martinko, 2006).
The process of buying usually begins with the buyer recognizing the problem or need that is to be satisfied (for example, i am hungry) or responding to a marketing stimulus (for example, being attracted to take coffee as you pass buy Starbucks because of the aroma of coffee muffins). The second step is search for information. If the need is very strong and the service or product that can satisfy it is near then the decision to buy will be immediate. There are a variety of sources of information for the customer; Personal sources that include family or friends Commercial sources that include salespeople, adverts, packaging Public sources like the mass media, consumer organizations Experimental sources like having used the product, physical examination of the product
The choice of the source of information varies depending on the product or service and the customer. Marketing
Show More

Related Documents: Business: Advertising and Consumer Essay

Essay about Importance of Advertisement in Business

Advertisement in Business What is an Advertisement? “Advertising can be defined as a paid form of non – professional but encouraging, complimenting and positively favorable presentation of goods and services to a group of people by an identified sponsor. It does not include distribution of free samples or offering bonuses, these are sales promotion. In simplest words advertising is introduction, to consumers and general public, of services and goods.” * Advertising is a favorable…

Words 1069 - Pages 5

Advertising Regulations Online Essay

Advertising Regulations Online September 13, 2011 Abstract Many a person has made the assumption that you can get away with more online than in the “real world.” However the Federal Trade Commission is there to prove them wrong. In this paper we will look at the history of FTC, some of the important roles they play in cracking down on online advertising regulations and we will look at a current issue in regards to false advertising claims to show how FTC really does business.…

Words 1094 - Pages 5

Tv Advertising

insertion of ads on TV. Food, clothes-everything you can think of-are presented on television. Advertising "as the name suggests is the meaning of" advertised ". TV advertising is rely on visual image language infiltration to as the basic unit of society family, and it is to arouse the audience's desire to buy and consume behavior and make a final goods from producer distribution to the consumer hands. Advertising undoubtedly contributed to the transfer of such goods to the role of the catalyst, and the…

Words 1395 - Pages 6

Essay about Advertising Pr Industry

ADVERTISING 318J FALL 2013 LECTURE NOTES Exam 1 Day 2 Sept. 3, 2013 Which ads are good? Bad? Mini Cooper Ad (bad) Porche (good) people can afford porche Hieneken Beer (excellent) Fiat (okay?) Godiva (bad?) ALL OF THEM WERE BEST OF THE BEST I. III. Advertising is everywhere, surrounds us b. Most people in US like advertising i. Helps them with product information ii. Supports Media they use (won’t have cable without advertising) iii. Advertising can be fun What is advertising? b. “Advertising…

Words 4497 - Pages 18

Measures Of Recognition And Recall

Chapter 10: Measures of Recognition and Recall Assesses whether advertising has successfully influenced brand awareness and influenced brand-related thoughts and feelings Starch Readership examines reader awareness of advertisements in consumer magazines and business publications Bruzzone Research Company (BRC) Conducts online testing of consumer recognition and recall of advertisers in television commercials Asks subjects if they remember the advertiser’s name when reviewing the ad with anything…

Words 1680 - Pages 7

Advertising and Asr Systems Essay

Advertising Regulation Darren D. Lewis Grantham University Advertising Regulation Over the years, advertising has faced a lot of challenges and failures resulting to retrogression in the business world. However, these failures have prompted concerned parties and societies to develop control systems designed to ensure improved marketing behaviors. In the past, it was assumed that if advertising regulations collapsed the only approach was to implement governmental regulation on advertising…

Words 939 - Pages 4

Limitations And Constraints In Marketing

you are selling. An example of this would be if you are selling a glass bowl and it says on the package that it is 100% not going to break, but then it breaks. The consumer would be protected under the Sales of Goods Act 1979 as long as they have the receipt and then they would be able to get a replacement or a refund. The Consumer Protection from Unfair Trading Regulations 2008 This act is when the traders have to act polite and honest to the customers which are buying something or entering…

Words 887 - Pages 4

The Importance Of Marketing

Randall Royal Business 102 Chapter 1 Marketing is the process of teaching consumers why they should choose your product or service over your competitors; the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. The key is finding the right…

Words 1036 - Pages 5

Essay about Fombelle Marketing Final Study Guide

benefits the products will provide for consumers or business customers Actual product: The physical good or the delivered service that supplies the desired benefit Augmented product: The actual product plus other supporting features such as a warranty, credit, delivery, installation and repair service after the sale Durable goods: Consumer products that provide benefits over a long period of time, such as cars, furniture and appliances Nondurable goods: Consumer products that provide benefits for a…

Words 2072 - Pages 9

Consumer Products Inc Case Study

Consumer products Inc | To: | CPI Board | From: | Josh Robinson CEO | CC: | [Recipient names] | Date: | 4/21/2013 | Re: | Expansion and the Toothpaste Market | Comments: | See Memo | Consumer Products Inc. has been a growing consumer products company for many years now and since its founding in 1951, the company has managed to prove successful in all of its endeavors. The starting product line of cleaning products put the CPI business name on the industry map however; there was a…

Words 1290 - Pages 6