Despite rapid changes in the global environment and competitive landscape, advertising remains being perceived as the main marketing communication tool. Though it can be disputable, but not in terms of mass audience reach and therefore expensiveness (PICTON, David & BRODERICK, Amanda 2005, p.595).
The fact is that considerable part of company's promotional budgets is spent on advertising (Ibid.).
Hence, advertising can not be solely creative and original, what is more important it should successfully fulfill its functions and achieve objectives have been set irrelative of whether it was produced for consumer or business-to-business product (ROTFELD, Herbert 2002).
Through writing this report the author will try to:
➢ Highlight factors responsible for making an advertising effective;
➢ Indicate differences between consumer and B-2-B markets able to influence on the advertising effectiveness;
➢ Apply achieved theoretical results to examine The Danon Actimel advertising.
According to the specificity of exact work primary research methods have not been used and secondary data was considered to be sufficient to carry out analysis in an appropriate way.
To warranty information's provided objectivity and accordance with contemporary market's circumstances, periodicals and websites were utilized along with marketing textbooks.
[...] Though a number of models have been worked out, so as to lighten effective advertising strategy' creation (Op. cit, p.102). AIDA. Perhaps the most established of these models is AIDA. It is focused on the statement that individual is passing through precise stages in ascending order while perceiving advertising and therefore product: Attention-Interest-Desire-Action (PICTON, David & BRODERICK, Amanda 2005, p.724). Despite wide application, such a hierarchical[2] vision of consumers' behaviour can not be always appropriate. Actually it can be implemented solely to high-involvement products, as while impulse purchasing consumers act oppositely AIDA (WELLS, William, MORIARTY, Sandra & BURNETT, John 2006, p.102). [...]
[...] In both prescribed models no attention is given to such advertising functions as making associations and persuading (WELLS, William, MORIARTY, Sandra & BURNETT, John 2006, p.103). Facets Model of Effective Advertising. All of them are presented in the Facets Model of Effective Advertising. It is stated that there are six advertising forces in terms of different consumers' responses created: o Perceive (perception) o Understand (cognition) o Feel (affective/emotion) o Connect (association) o Believe (persuasion) o Act (behaviour) All these forces are working integrative, obtaining proper customer response. [...]
[...] (2006) Advertising: Principles and Practice, seventh edition, Pearson Prentice Hall, USA Lectures and in-class materials MKT 251: Advertising and Media in Marketing Environment MKT 364: Integrated Marketing Communications Articles from Databases: ProQuest Articles: ALPS, Tess. (2005) The Guardian. London November, p.10, ISSN/ISBN: 02613077, ProQuest document ID: 932584881, viewed 30 March 2006, http://proquest.umi.com/pqdweb?index=7&did=932584881&SrchMode=1&sid=1&Fmt=3& VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1143717310&clientId=43137 ANDREWS, Amanda. (2006) The Times, London January, p.44, ISSN/ISBN: 01400460, ProQuest document ID: 969829391, viewed 30 March 2006, http://proquest.umi.com/pqdweb?index=1&did=969829391&SrchMode=1&sid=1&Fmt=3& VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1143717310&clientId=43137 RICHARDS, Jonathan. (2006) The Times, London March, p ISSN/ISBN: 01400460, ProQuest document ID: 995692661,viewed 2 April, http://proquest.umi.com/pqdweb?index=4&did=995692661&SrchMode=1&sid=2&Fmt=3& VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1143996100&clientId=43137 Wall street journal (Eastern edition), New York, N.Y. [...]
[...] Researches show that advertisements accounting and relevant to customers' cultural values tend to be more persuasive than those which do not pay attention to them (TAI, Susan 2004). Though, customers' segmentation and subsequent positioning should be executed with these factors taken into account (KANSO, Ali & KITCHEN, Philip 2004). Proper positioning takes place when company's USP, therefore competitive advantage and additional benefit possible to offer to target audience, is significant, useful and at the same time credible for them (ROGERS, Stuart 1995). [...]
[...] Apart from participants o f decision making process similar to consumer segment[8] there are a number inherent solely to o long-term, stable buying relationships versus short-term perspectives o expensive, complex, technical items versus inexpensive, simple items o major concern with after-market versus minor concern o relatively few buyers versus mass market o customized products versus standardized products o personal selling emphasis versus mass media o trade show and trade journal promotion predominates versus mass media o typically short channels versus long channels o reciprocity versus non-reciprocal relationships” (GULBRO, Robert & HERBIG, Paul 1995) According to differences between the two segments it is becoming evident that there is significant functional disparity in their advertising. Therefore effective advertising approach noticeably distinguishes. While being the major part of marketing communication mix in terms of consumer market (PICTON, David & BRODERICK, Amanda 2005, p.595), for industrial segment it is generally accomplish supporting function for personal selling (WELLS, William, MORIARTY, Sandra & BURNETT, John 2006, p.513). [...]
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