Promoting Samsung Galaxy S4 - Assignment Example

MKT5A5 Application work Table of Contents Table of Contents 2 Introduction 3 Rationale of Campaign Strategy 4 Evaluation of the Advertisement Campaign 6 Conclusion and Recommendations 10 References 12 Introduction The present market scenario has intensified with competitions owing to different factors that include increased globalisation and advent of technology. In this regard, business organisations are required to conduct their marketing operations in an enhanced manner for better promotion of products and/or services to worldwide market segments. Subsequently, business organisations are identified to adopt advertising campaigns with the assistance of which business operations might be conducted in an enhanced manner. Subsequently, business organisations are required to make effective planning in relation to advertisement campaigns about target audiences, marketing objectives, market competition, communication channels and advertisement budgets with the aim of ensuring that marketing operations are conducted in an effective manner. Advertising campaigns ensure that the messages to be communicated are made appropriately for better attraction of customers towards products and/or services. Additionally, Advertising campaigns also ascertain that products related information and their features are communicated successfully (Heath & Nairn, 2005). Samsung is a Korean-based electronic company conducting diversified business operations in different segments ranging from finance, medicine and fashion among others on a global context. The company in order to excel in worldwide market segments has adopted different advertisement techniques with the aim of promoting products and their associated features effectively (Google Inc., 2013). Recently, the company has adopted effective promotion approach of the mobile model Samsung Galaxy S4 for increased sales and market share globally. Subsequently, the company with the assistance of advertising campaign is able to attract global consumers and has accordingly developed a leading position in the worldwide market segments (Google Inc., 2013). The assignment emphasizes the advertising campaign used by Samsung in promoting Samsung Galaxy S4 in the worldwide market segments. Rationale of Campaign Strategy Samsung has used effective marketing strategies with the aim of ensuring that products and/or services are promoted successfully. The company with the intention of obtaining a better foothold in the worldwide market segments is seemed to adopt marketing measures based on which advertisement operations are conducted for better attraction as well as awareness of customers. The company has adopted online as well as offline advertising campaign with the aim of improving market share and customer base. In this regard, the company has developed one of the most advanced smartphones i.e. Samsung Galaxy S4 based on Android operating system. The smartphone possesses different unique qualities and accordingly the company has planned to adopt an effective advertising campaign with the assistance of which it will promote products’ features. Samsung has advertised its products features through three different advertisements (Chawla, 2013). Initially, the company is identified to promote an advertisement based on the ‘Sound Shot’ characteristics. The advertisement promoted the Sound Shot feature with the assistance of which users will be able to send picture with the option of adding voice. In the second advertisement, the company promoted the ‘Group Play’ feature of the Galaxy S4 model. Samsung with the assistance of this advertisement promoted the feature of sharing music with groups. In the last advertisement, the company promoted the ‘S Translator’ feature of the new Galaxy S4. The promotional activity assisted the company in featuring the language translator feature, which might facilitate reducing language barrier. The company has also organised an advertisement campaign, which aided in wrapping off the specifications along with the features of Galaxy S4 in relation to screen size, screen resolution, processor and storage capacity (Chawla, 2013). Samsung Galaxy S4 is also advertised through ‘ad control format’ with the assistance of which audiences viewing the ad will be able to have an engagement with different social media platforms which include Facebook and Twitter among others. Additionally, ad control format advertising campaign will also facilitate in promoting the ads interactively with better display collateral. Respectively, the implemented advertisement campaign assisted the company in bringing the product features in a lively manner (Stephens, 2013). Samsung has adopted an innovative along with smart advertisement campaign with the aim of ascertaining an effective reach to customers. In this regard, the company has made a smart campaign in accordance with which the features of Samsung Galaxy S4 are promoted through a renowned game named ‘Break the Brick’. In the promotion, customers are allowed to play the game and on breaking the bricks, the key features of Galaxy S4 are revealed. In this respect, the company through the ad campaign is able to promote key features of the smartphone which include Smart Pause/Smart Scroll, Drama Shot and Air Control among others. The advertisement made by the company is based on ‘Rich Media Ad’ (HTML5) (Vserv Digital Services Pvt. Ltd, 2013). Samsung in order to perform successfully in the present highly competitive smartphone segment has adopted a ‘digital media campaign’. In the campaign, 12 generational influencers including Harry Main, Gavin Strange, Paul Parkour, Gemma Cairney and Mateus Bailon among others are used for promoting the key features of Galaxy S4. The company with the assistance of the ad campaign is identified to promote the core benefits of the smartphone in an entertaining way to a large number of customers. Moreover, the advertisement campaign based on entertainment and memorable content is able to create a better awareness amid worldwide customers (Withers, 2013). The company has developed ‘Over to You’ campaign, which will aid it to promote the smartphone and its features to a diversified range of people. The ‘Over to You’ campaign has also facilitated fans of Galaxy S4 in building and publishing their own content over the YouTube channel network (Faull, 2013). Evaluation of the Advertisement Campaign Samsung has adopted different advertisement campaigns with the aim of ensuring that the innovative features of the company are promoted effectively to worldwide customers. The advertising campaigns have assisted the company in creating a better awareness amid customers. The company with the assistance of the ad campaigns is able to promote the products’ features effectively in the worldwide market segments. It has been identified that the company has adopted innovative and entertainment approach of promoting Galaxy S4 and its key features to customers with memorable and attractive contents. An advertising campaign is required to be based on certain systematic procedures, which are described hereunder. Set Objectives Ad campaigns are required to be based on certain objectives in accordance with which promotional activities should be conducted. Correspondingly, the company is also seemed to conduct operations based on specific goals of making innovative and entertaining advertisements in order to procure the attention of customers towards the product and its features (North East England, n.d.; Withers, 2013). Define Target Customers Companies formulating advertisement campaigns are required to identify target customers for successful promotional operations. The company is required to conduct an effective marketing analysis in order to identify the customers to be targeted through the advertisement campaigns. In this respect, the targeted customers of the company are recognised to be the youths for this particular ad campaign, who are attracted towards innovative technologies (North East England, n.d.; Withers, 2013). Evaluate the Competition Companies in order to make effective advertising campaigns are required to possess adequate knowledge in relation to market competition along with competitors. Samsung identified that smartphone market segments have intensified with competition and in this regard, the company has adopted innovative as well as entertainment based advertisement approach with the aim of acquiring the attention of a large number of customers (North East England, n.d.; Withers, 2013). Set the Budget Companies are required to devise a budgetary plan with the aim of ascertaining that marketing operations are conducted appropriately without affecting the profit margin. Samsung in order to make effective promotion of Galaxy S4 and its features has made huge investments so that the features of Galaxy S4 are marketed creatively (North East England, n.d.; OReilly, 2013). Communication Channel Companies developing advertisement campaigns are required to identify the communication channels through which products might be promoted effectively. Samsung in order to promote Galaxy S4 and its features is recognised to adopt different innovative communication channels which include social media and digital media technologies with the intention of promoting the key features of Galaxy S4 in an entertaining manner (North East England, n.d.; Faull, 2013; Withers, 2013). Develop the Right Message The organisations that adopt advertisement campaigns are required to ensure that the right message is communicated through the promotion for better effectiveness and awareness. Subsequently, Samsung with the assistance of advertising campaign has planned to promote the key features of Galaxy S4 developed on advanced technology. The ad campaign has assisted the company in promoting the key along with the unique features of Galaxy S4, as a memorable content (Beavis, 2014; North East England, n.d.; Withers, 2013). Project the Right Image Companies making advertising campaigns should ensure that marketing operations are conducted for retaining its brand image in the market segments. In this regard, Samsung is identified to adopt innovation and advanced technologies so that features of Galaxy S4 are promoted effectively. Subsequently, the advertising campaign is seemed to involve users in the promotional activity, which has assisted the company in enhancing its brand image in the market segments (Beavis, 2014; North East England, n.d.; Withers, 2013). Legal Requirements Advertisement campaigns developed by companies should be based on certain legal requirements in order to ensure that promotional activities do not mislead customers. In this regard, Samsung has conducted Galaxy S4 advertisement campaign with the prime objective of promoting the unique features of Galaxy S4 in a lucid manner without attempting to mislead customers by any means (Beavis, 2014; North East England, n.d.; Withers, 2013). Monitor and Measure The effectiveness of advertising campaign should be analysed in order to ascertain the reach along with efficiency of advertisements. Samsung making huge investment in the concerned ad campaign is seemed to generate positive feedbacks in terms of increased number of viewers and profit margin (Beavis, 2014; North East England, n.d.; Pride & et. al., 2011; Withers, 2013). Correspondingly, it can be comprehended that the company with the assistance of the ad campaign is able to promote the unique and innovative features of Galaxy S4 effectively. The Galaxy S4 advertisement campaign of Samsung is also identified to adopt AIDA model. AIDA stands for attention, interest, desire along with action and the model aids in having a comprehensive understanding about the advertisement objectives. The Galaxy S4 advertisement campaign developed by Samsung is seemed to procure the attention of the customers towards the unique and innovative features that are offered to the customers. Correspondingly, the company promoting the key features of Galaxy S4 has attracted an enormous number of customers. In this respect, different innovative and creative advertisement techniques that include ‘Over to You’ and ‘Break the Brick’ among others have assisted the company in attracting viewers. Subsequently, the company with the assistance of the ad campaign is able to develop interest amid customers about the product and its exclusive features. Respectively, innovative as well as entertaining advertisement techniques have aided the company in revealing the key features of Galaxy S4 in an effective manner, which has created genuine desire and attractiveness amid viewers towards the smartphone. The creative and smart advertising campaign of the company has facilitated in persuading viewers about the technologically advanced features that are added in the smartphone as compared to the products offered by other companies. Subsequently, it can be comprehended that the ad campaign of the company has been effective in making a persuasive affect in the mind along with attitude of viewers about Galaxy S4 (Withers, 2013; Gharibi & et. al., 2012; Clemente, 2002). Conclusion and Recommendations It can be identified from the foregoing discussion that Samsung has developed a technologically advanced smartphone i.e. Galaxy S4. The smartphone is identified to possess different innovative and key features. The company has adopted a set of advertising campaign with the intention of creating an effective awareness in worldwide market segments. It has been recognised that Samsung has developed different online ad campaigns in order to promote to diversified customers base. The online campaigns have assisted the company in successfully revealing the key features of the smartphone to viewers creatively. The effectiveness of the advertising campaign is determined with the assistance of AIDA model and steps of advertisement campaign. The models and the frameworks have assisted the company in ensuing that the advertisement campaign is implemented with better effectiveness. It has been identified that the company has adopted online advertisement in an enhanced manner. Besides, it can be recommended that the company should have additionally focused on mass media technologies which include radio, newspaper along with television among others in a more elaborated manner in order to ensure that Galaxy S4 specifications and features are communicated in to different sections of the society globally in an effective way (Biagi, 2014). References Beavis, G., 2014. The Galaxy SIV is Here - But Does it Pack Enough of a Punch? Samsung Galaxy S4 Review. [Online] Available at: http://www.techradar.com/reviews/phones/mobile-phones/samsung-galaxy-s4-1137602/review/10 [Accessed May 04, 2014]. Biagi, S., 2014. Media/Impact: An Introduction to Mass Media. Cengage Learning. Chawla, S., 2013. Samsung Galaxy S4 Advertising Campaign Takes Off. News. [Online] Available at: http://gadgets.ndtv.com/mobiles/news/samsung-galaxy-s4-advertising-campaign-takes-off-352769 [Accessed May 04, 2014]. Clemente, M. N., 2002. The Marketing Glossary: Key Terms, Concepts and Applications. Clementebooks. Faull, J., 2013. Samsung UK Uses Crowd Sourced Content for Galaxy S4 Digital Campaign. News. [Online] Available at: http://www.thedrum.com/news/2013/09/17/samsung-uk-uses-crowd-sourced-content-galaxy-s4-digital-campaign [Accessed May 04, 2014]. Google Inc., 2013. Samsung Singapore Uses Mobile Bid Adjustments and Affinity Segments to Increase CTR By 60% and Mobile Traffic From 15% To 60%. Media. [Online] Available at: http://static.googleusercontent.com/media/www.google.com/en//ads/pdf/success-stories/samsung.pdf [Accessed May 04, 2014]. Gharibi, S. & et. al., 2012. Explain The Effectiveness Of Advertising Using The AIDA Model. Interdisciplinary Journal of Contemporary Research in Business, Vol. 4, No. 2, pp. 926-940. Heath, R. & Nairn, A., 2005. Measuring Affective Advertising: Implications of Low Attention Processing on Recall. University of Bath. [Online] Available at: http://www.bath.ac.uk/management/research/pdf/2005-04.pdf [Accessed May 04, 2014]. North East England, No Date. Planning a Marketing Campaign. North East England Festivals and Events Toolkit. [Online] Available at: https://www.artsderbyshire.org.uk/images/Planning_a_Marketing_Campaign_-_NE_tcm40-158992.pdf [Accessed May 04, 2014]. OReilly, L., 2013. Samsung Preps Even Bigger Campaign For Galaxy S4. News. [Online] Available at: http://www.marketingweek.co.uk/news/samsung-preps-even-bigger-campaign-for-galaxy-s4/4006037.article [Accessed May 04, 2014]. Pride, W. & et. al., 2011. Business. Cengage Learning. Stephens, C., 2013. RTE Digital in Collaboration With Starcom Unveils The Innovative Ad Control Format For The New Samsung Galaxy S4. Press Release. [Online] Available at: http://www.rte.ie/mediasales/files/2013/08/RT%E2%94%9C%C3%AB-Press-Release-Samsung-Ad-Control-%C3%94%C3%87%C3%B4-June-2013.pdf [Accessed May 04, 2014]. Vserv Digital Services Pvt. Ltd, 2013. Samsung Galaxy S4 Launch “Break the Brick” – Smart Campaign of the Month. Smart Campaign of the Month. [Online] Available at: http://www.vserv.mobi/samsung-galaxy-s4-launch-break-the-brick-vserv-mobi-smart-campaign-of-the-month/ [Accessed May 04, 2014]. Withers, P., 2013. Samsung Launches Campaign to Showcase Galaxy S4 Collection. Mobile News. [Online] Available at: http://www.mobilenewscwp.co.uk/2013/09/17/samsung-launches-campaign-to-showcase-galaxy-s4-collection/ [Accessed May 04, 2014]. Read More