Advertising and Sales Promotion of IKEA - Case Study Example

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Summary

The researcher states that IKEA is known for changing the concept of furniture and linking it with emotions and lifestyle. In consideration of this, an emotional appeal will be used to attract potential customers…

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Subject: Business
Type: Case Study
Level: Undergraduate
Pages: 1 (250 words)
Downloads: 35
Author: altaberge

Extract of sample "Advertising and Sales Promotion of IKEA"

Development of AdsThrough an integrated marketing communication approach, a consistent message will be delivered to the customers. Being an international company IKEA should adopt a globalized approach however, because of the significant impact of culture in the furniture industry, localized advertisement approach will be selected. The localization approach can create consistency problems for IKEA (Wells, Burnett, & Moriarty, 2006). To keep the consistency in a message while focusing on localized approach, it will be ensured that message of the ad conveyed through different mediums has significant consistency in its content, positioning of brand and feel of the ad.

Therefore, advertisements for all mediums will be developed in consideration to the target market, brand positioning, etc. Media To target the diverse customer segments the primary media for IKEA will be Television. TV advertisements can convey the mood and image of the brand to develop an emotional appeal (Belch & Belch, 2003) therefore, TV is the most suitable broadcast media. Secondly, booklets of IKEA’s products can be printed which can be distributed via direct mail to the potential customers.

Moreover, these booklets can be also made available at superstores.

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