Globalization Persuasion Marketing Model - Essay Example

?Persuasion model for marketers: Globalization has resulted in bringing people together and also in many ways resulted in creating a competition amongst companies; as a result these companies are keen on devising various marketing strategies in order to target the masses and to increase their volume in terms of market shares. For doing that companies are hiring marketers who are equipped with the succinct knowledge of engaging the masses, and who can manipulate and devise advertisements and provide companies edge over their competitors and also results in increasing their sales. Marketing strategies have evolved so much from the past few decades, as the advent of internet and social media websites have revolutionized the marketing styles and procedures. Marketers of today are facing loads of competition, initially this competition was confined till local or national boundaries but nowadays this completion has expanded and is global in many regards. At present marketers are using different strategies and techniques in order to deliver their message to the masses and persuade them to buy their range of products. For achieving this goal various strategies and models are preferred by marketers, amongst those models persuasion matrix has its own importance. As this model give varieties of advantages to the marketers in order to craft and draft advertisements so as to better hit the target audience. For instance the persuasion model helps marketers to develop an understanding regarding how to target the audience, what kind of medium should be used, how message should be devised and in what ways this message is likely to be interpret by the consumer or in simple words understanding of consumer about the message (Belch and Belch, 2009). Persuasion matrix in general has two types of variables, the dependent variables and the independent variables. The former deals with the procedures or line of action that a consumer goes through while being convinced, and the later deals with the involvement of important variables that are in many ways manageable or controllable mechanism of the process of communication. However in terms of using persuasion model by the marketers it offers variety of benefits, like by adopting this model marketers can analyze and asses that what type of message should be created in order to achieve their desired goals. This model further make ways towards choosing a medium for the delivery of message or for communicating with the consumers, as marketers can do assessment that which medium is likely to attract masses and which medium will provide best results for their products. Either they should opt for one medium or should chose variety of mediums, what are the strengths and weaknesses of the particular medium etc. similarly this persuasion model also deals with the understanding of the message by the consumers, as marketers can devise and craft message that can be readable and understandable by the masses, avoiding complex communication sentences or messages in their advertisement can further add benefits for the company or for the marketers. Moreover this model can also help marketers in order to best analyze the target markets and then plant or deliver their messages accordingly. As targeting the right kind of audience is the prime success factor of the marketing or advertisement sector. If message is delivered to the targeted audience and is clear and easy to understand chances of gaining the desired results are eminent. Moreover marketers can also achieve landmarks through succinct message yielding. As this persuasion model can also be used by marketers in the message yielding regard. If the advertisement contains positive message and is vibrant and lively than this advertisement is likely to create an aura around the consumer as a result enhancement in the market share can be attained with ease (Belch and Belch, 2009). Evaluation on the basis of persuasion matrix of the advertisement of Ponds anti bacterial facial scrub printed in different newspapers: In a recent past marketing and advertisement teams of Ponds company came up with the new advertisement that is printed in various different newspapers and over internet and different social media websites. The advertisement if we analyze on the basis of persuasion matrix can be classified as well directed and well planned advertisement. Having simple and clear message in the offerings and using the right kind of channel or medium to deliver their messages, frequent repetition of ponds ad was seen which further turns out to be great marketing strategy of Ponds Company. However the detailed evaluation (in terms of variables) of ponds facial scrub advertisement with reference to persuasion matrix is given below. 1). Receiver/ comprehension: in terms of interpreting the advertisement by the consumers, the advertisement is well directed In this regard. As the clear understanding of message can be developed by just glancing at the picture, moreover brief message or one can say few words are written, which further garner evidence of easy understanding for the consumers. As consumer by just seeing glimpse of the advertisement can very much understand the purpose of this advertisement. Picture presentation is remarkable in this regard which further make ways for easy understanding of the message. This advertisement in my view is well crafted in terms of comprehension of the message as all necessary measures were taken in this regard; furthermore the purpose of the simplicity of communication can easily be reflected from the overall positioning of the advertisement. 2). Channel/ presentation: choosing a medium to display or post advertisement is amongst the prime concerns of the marketers. As if the advertisement is well crafted and drafted but the selection of medium is not properly aligned then possibilities of failure are definite. In the case of Ponds facial scrub advertisement newspapers were chosen which served the company purposes. Though the same product line also has electronic media advertisement in its backing but different version was devised for the newspaper. Repetitions of advertisement were seen for a greater spam of time, as the marketers or think tanks of Ponds Company believe that they will target the audience through this medium. Similarly this advertisement was also posted over internet or social media websites as well. Keeping the view that majority of the people are now too much inclined towards using social media websites and have less time of watching T.V. therefore in my view the placement of this advertisement over social media websites (internet) and newspapers can very much give fruits to the Ponds Company. 3). Message yielding: however in terms of message yielding factor of the persuasion matrix, this ponds advertisement I believe has lived up with the expectations of the company. As the austerity of the message and picture placement has very much attracted the consumers. The phrase on the advertisement “cleans pores. Fight pimples” and the picture of a man who is digging inside the pore and cleaning it create an aura around the consumers. As the marketers in my view are successful in terms of placing their idea and not only placing their idea but they are successful in terms of creating understanding of the message to the end consumers. 4). Source/ attention: ponds advertisement of facial scrub for newspaper or print media does not relate itself with any prominent personalities or figures. No celebrities or athletes were used or asked for in order to appear in this advertisement. This nowadays is considered to be prime source of success of any advertisements. As association of celebrities or athletes with the brands are very much common practices in an advertising industry these days. However Ponds facial scrub advertisement has come up with unconventional methodologies and still manages to do well. Without using any models, celebrities, athletes or any other prominent figures, the advertisement still manages to explain and endorse the point of view of the marketers and the purpose of the product. Which in many regards is a great achievement and shows the creativity of this advertisement. List of References Belch, G., and Belch, M. (2009). Advertising and promotion: an integrated marketing communications perspective. New York: McGraw-Hills Crettica. Ponds Advertisement. Available from http://creattica.com/ads/ponds/24784 [Retrieved 12 November 2012. Read More