Advertising Campaign as a Tool That Companies and Customers Interact with One Another - Term Paper Example

Consumer behavior Executive summary Advertising campaign is a tool used to either advertise a company or products and services produced in the company. It is a coordination among a series of marketing tools to ensure that the target market get the intended information at the right time. The research is aimed at identifying a reasonable advertising campaign that can be employed to increase sales of jewels at the local market. The research will outline on the type of media, which are to be employed to cover the local market. The research will identify the market group that the road show is expected to cover. The research has to identify on that advertising campaign that is highly involving. Risks attached to the advertising campaign are to be outlined and the corrective measures to counter them. A theoretical framework is developed to support the in analyzing the campaign. Afterwards the theory has been related to the advertisement and how it works in the modern world. The theoretical framework has been conceptualized into the current prevailing situations. Table of Contents Executive summary 0 Table of Contents 1 Advertising campaign 2 Market group 3 Problem recognition 4 Needs theory 5 Theory application 7 Conclusion 9 Bibliography 11 Advertising campaign The kind of advertising campaign is dictated by the targeted population that a company is up to. In this case, therefore, the type of advertising campaign that was employed to win customer attention is road shows. It is a case where marketers of the company advertise the product live to the target customers; the campaign is actually enticing customers for need of company’s product. In this type, customers tend to know the line punch that is yet to come. The reason why this type was selected out of the many is that other types were employed but never yield positive results as expected (Deaton & Muellbauer, 2000). The campaign is only applicable only at the time the marketers are on the road advertising the products. A target population tends to enjoy the show just before the actual brand is introduced to them. Road show campaign instills a feeling of internal track in a customer. Being in contact with the company’s representatives the customers will be closely connected to the brand (Hawkins, Best & Coney, 2004). It is with road shows campaign that customers will get to differentiate and have an interest to the brand and afterwards, they will get to realize the strengths of the brand and creativity of the brand. Road show campaign is all about trust mainly because where a company has cited to visit their flag, customers will get to trust the company, as they will feel that they are being valued by the company. The road show is therefore a one on one advertisement; those customers who get to come across these representatives in undergoing their day-to-day activities will be attracted to the show. It was appropriate to employ this advertising campaign mainly because the new brand is expected to reach those customers that are within the town and maybe those that frequently visit the town. The target population is mainly youth and workers who in most of their time are in town. Market group Market group is a group of potential customers that the new brand of jewel was design for. The jewels are mainly won by female. In the new brand, this was not true mainly because the design at which it was made clearly indicated that it was meant for religious purposes. The campaign targeted the town because there are many churches within this place. In addition, many people are in town and are within the bracket of the target market (Blackwell, Miniard, & Engel, 2006). At the first instance, the campaign was headed to the churches, as it is its main area of concern. In short, the campaign was actually local and was focused at Christians who are within the Central Business District. Christians are associated with jewels, which bear across at one point; it is through this reason that the campaign introduced them as a target market group for the company. This was the largest group that the company really made the brand for. There was no point to go against the stipulated policies. On the other hand, another group had not to be left aside in the campaign. There is a small group of individuals who use jewels for aesthetic purposes. During the campaign, it is unethical to ask the religion that one belongs before acquiring the jewel. Customers were only free to attend the show at their own pleasure since the company is interested on the sales and not the type of group that is in need of the item. Problem recognition Road show being an advertising campaign that was selected by the company is actually recommended because after a detailed analysis of all the types, it was found to be the most effective. From a number of campaigns that do exist, there are some factors to be considered before coming up with the most appropriate one to go for. The first instance, the campaign should have a close contact with the customer. Road show is the most appropriate campaign to be chosen. Roadshow is an advertising campaign that entails high involvement of the company in the process of making the customer ware of what is available for them in the store. The campaign is based on the local customers there is no need to use those campaigns that will reach either international market or unwanted market group. The campaign has a high involvement because representatives are sent to regions where target groups are expected to turn out in larger numbers. In the case of Christians, churches, Christian colleges are the most appropriate paces that the campaign should focus itself unto. Customers get to know all the implications of the product and ask any issue that is related to the brand. During weekends and international holidays, Christians who are at this case targeted market group go to church and may not entertain any business that will be carried out during this day, the company will be at a loss if they happen to undertake their campaign during this times. On the other hand, their jewels that they use are manufactured within their premise. It will be hard to convince them to accept the offer in a single campaign. The reason as to why road show was selected was to make efforts of convincing Christians to take their offer as their alternative product and also explain to the in person how the brand answered all their bending questions. Online advertising could not have managed to make such things. It was also better to select this campaign mainly because data was collected on the response of willing customers so as to make a forecast on the brand Lastly, the campaign sought to address problems that customers were experiencing in the products of their competitors so as to use it as a stepping-stone to their success in coming up with a proper way of developing another brand in future that will meet their need satisfactorily. Needs theory In 1940s, Abraham Maslow came up with model that hierarchically place needs according to the degree of its need. The model is motivational in its essence and is termed needs theory. He grouped need s as follows: physical needs, which include; food, clothing and shelter; safety needs include; protection, security and stability; belonging and love needs include; relationships, family and workgroups; esteem needs include; independence, self-esteem, prestige and achievement and finally self-actualization include personal potential realization, personal growth and self-fulfillment. The theory is characterized by its sense of reality and real situation awareness; its arguments are based on objectives and not on subjective judgments. It clearly understands problems and considers them as challenges and not complaints. It is neither dependent on cultures, races nor individual way of responding to needs. Maslow’s hierarchy of needs aids in understanding human motivation though it covers a wide range of concepts. Before fixing a need into the hierarchical structure, it is recommended that a thorough definition of the need be done so as to actually place it in a suitable group. A need like jewel might at one point appear in two different columns. For instance a person may need it for aesthetics purposes, this will be categorized under esteem needs’ category because it is mainly to serve the purpose of beauty. In another instance, a person will require the same item for spiritual purposes. The need will be categorized under physiological needs, as it is necessary for Christians to acquire either a necklace or a bangle during religious functions. The main reason that ought to be considered in categorizing jewel under physiological is the reward (Hoyer, & Macinnis, 2009). It is important to judge a need in respect to how it meets the problem that a person had previously before the need came in. On the other hand, a jewel being an esteem need, the rewarding from the behavior that one poses in the wearing the jewel clearly indicates that its really an esteem. On the model, it is actually preferable that it is defined on stages and not on the individual level. Needs once it is satisfied, the person moves to the next step. Those needs that are a priority to everyone are categorized under physiological needs. If a person is in a position to get access to food, shelter and clothing, we shall consider it to have met the needs on stage one. It’s neither the type of food nor kind of structure used to provide shelter does not matter so long as the person can freely access them(Hawkins, Best, & Coney, 2004). Once the first stage is fully satisfied, a person sought for security and the family. This will be satisfied after it has been fully achieved. Like the first and second stages, belongingness and love needs, self-esteem and self-actualization will follow the same trend until the whole hierarch of need is achieved. It is not easy for all the needs to be achieved at the same time. People vary in the way they acquire their needs. Depending on the background of every individual, some are met within a very short time while other is stuck in the first stage, as they are only able to gather for physiological needs (Loudon & Bitta, 1993). Other people may skip other steps in their hierarchical way of satisfying their needs. For instance, a person may prefer self-esteem before safety needs. For example, a woman may decide to skip a meal to gather for salon expenses (Michael, 2010). Theory application Needs theory that was developed by Abraham Maslow has been revised so as to fit into every situation in the real world. Basing on advertising campaign, it is under Maslow and motivational training practice whereby needs have been categorized into five motivators. Basing on the jewel, it appears in two steps, the reason being that the use of the jewel is expected to meet. On the first case, it is categorized under the physiological needs in that it is a basic need in the church. Before anything is done is done in the church, jewels, robes among other things have to be acquired by every individual for him/her to be treated as a Christian. On the second instance, a person may only purchase a jewel just because he/she feels good when in it. The purpose of that jewel is not clearly defined and that it is for prestige, which will satisfy a need as in stage self-esteem (Deaton & Muellbauer, 2000). Road show being an advertising campaign was targeting the churches because it was a physiological need therefore it was sort of an important commodity for them. A detailed research ought to be done in evaluating customer behavior. It is wise to make a thorough study on what the target customers do when they acquire the product. Researchers have to ask themselves where the customer will be so as to acquire the item. During which times does the customer use the item? At what circumstances do customers buy the product? It is through such analysis that a researcher will get to know the needs to satisfy by the product so as to develop a selling strategy. Basing on the theory, road show being one of the advertising campaigns it is a strategic way of installing acceptable motives into the consumer. In influencing consumer behavior, it is quite important for critical evaluation in order to find what the customer needs, at what time it is needed. Advertising campaign is a force that strongly persuades customers into buying the product. Road shows being one of the persuade customers one on one to buy products. As there are other related products, which can be substituted with the one being advertised, it is the role marketers to take part in a strong persuasion so as to ensure that majority of customers, are aware that their product really exist and perfectly meet their needs. Competition does exist and each competitor has an advertising agent. It is more efficient to interact physically with customers in that they will realize that they are being valued by the company. Employing online and media advertising will not work at some point because customers have some issues to air out concerning the products. Interacting also help to solve such issues and products will be produce to suit their needs (Hawkins, Best, & Coney, 2004). It is quite true that companies advertise a brand as their assets and not their tangible assets. They convince customers that their brand is actually perfect than its competing brand. What drives a company to engage in advertisement is the fact that their brand is highly satisfactory to the customer (Schiffman & Kanuk, 2009). Through advertising campaign a number of tasks would have been fulfilled. First, the main aim of advertising campaign is to make customers be aware that their brand exist and is perfectly satisfying than any other brand which might have been brought into the market. Advertising campaign is a tool used by the company to the customer attributes and benefits that are harnessed from the used of their brand. This tool is considered to be emotional to the customer. Advertising campaign acts as a reminder by refreshing what had been done earlier in making them aware. Repetitive exercise will make it stick into the minds of the customer (Deaton & Muellbauer, 2000). After a repetitive advertising, customers are urged to make frequent purchase because it will be a reminder to them. Because it is emotional a customer will get to consider the brand after the first purchase. It is rather important to continuously engage in advertisement so that it can permanently stick in their minds. Conclusion Advertising campaign is a tool that companies and customers interact with one another. A company that is customer oriented should design on an advertising campaign, which is highly influential to the customer. The size of market to be reached also matters with the advertising campaign that ought to be selected. For example, a local brand should use local media and other local means to reach the targeted market same applies to the international market. The type of advertising should be in a position to yield good results. The cost of advertising should be calculated in respect to what it yields thereafter. Bibliography Blackwell, r. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior. Madison: Thomson/South-western. Buchanan, D. A., & Huczynski, A. A. (2010). 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