Marketing as a concept in business - Essay Example

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Marketing is a concept in business through which business people increase their brand awareness. Consumers only buy a product or service that they recognize and know about. This is a fact that has often compelled entrepreneurs to engage in different marketing activities key among which is advertising…
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Download file to see previous pages Mass media as a tool of advertising has a number of advantages over other forms of brand promotions key among which is the fact that mass media overcomes the geographical barriers some of which prevent accessibility of certain regions. Mass media communicates spontaneously; this implies that the information communicated reaches its consumers equally provided they have the ability to access it. Furthermore, some forms of mass media provide details and are stored for future references. Such mass media as newspapers and magazines have longer lifespans and therefore provide exhaustive information about a product in case of an advert. The above features coupled with the possibilities of the internet as a mass media makes the media the most powerful tool for entrepreneurs to increase the visibility of their products and possibly the sales. Richard Ohmann evaluated these among other possibilities of the media in constructing his thesis statement, which is adequately accurate. Capitalism is a form socioeconomic system based on the abstraction of resources into privately owned. Capitalist, therefore, aims at increasing their sales and possibly the profitability of their goods and services. Capitalists are aggressive in their production, service delivery and marketing strategies, they attempt to use progressively smaller amount of money in the production and conducting business to yield an abnormally huge profits. They are profit oriented and rarely consider the needs of either the consumers or the society. Ohmann therefore postulates that capitalists will employ the media in increasing their product visibility with an aim of improving profitability (Bogomolova, 2011). Tom & Jacqueline, (2003) explains that the modern day society consists of marketers who desire to increase their product presence by using the least amount of money possible. However, the cost of advertising is progressively increasing in accordance to the quality of advertising services as most entrepreneurs express preference for the established media thereby resulting in competition. So while the established capitalists scramble for the prime time the other less established capitalists parade their products and services in the off peak hours of the media. These activities by marketers result in a media fraternity filled with advertisements for products and services all day. Ohmann describes such a scenario in his hypothesis by claiming that capitalists will eventually saturate the market with their goods and products. The modern day market is literally saturated with products and services. The internet provides yet another advanced platform currently packed with entrepreneurs and marketers all of who have resorted to the cheaper social networking sites to advertise their products (Stewart, 1976). Question 2 Advertisement just as defined earlier is a means to improving the visibility of products and services thereby improving the sales. Products and services have an aspect of sex appeal to them thereby validating the use of women and sexuality in advertisement. The development of ...Download file to see next pagesRead More
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