MKT 400 Lecture Notes - Tim Hortons, Starbucks

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carminedog937

15 Apr 2012

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We have always been surrounded by messages of persuasion, in the form of advertisements for some good or service, and political propaganda. The only difference now is that technology makes the sharing of this information faster. Not only does the primary organization/individual push out their messages, but they are then shared and spread even further by other people who have been persuaded by these messages. These messages can now be broadcast on multiple platforms and reach different target markets. In my opinion, the use of technology definitely makes these messages more effective. When an audience can watch a commercial on their tv screen and browse a website on their laptop, they are fully engaged in the campaign. A print advertisement or brochure may simply not have the same impact. It is important that whoever is looking to have an influence ensures that they adopt at least some of the 6 principals of persuasion.

Related Questions

One of the disadvantages associated with television as an advertising medium is that it

A) cannot target specific audiences.

B) has a perishable message.

C) must use pictures, print, sound, and motion for effect.

D) minimizes the likelihood of wasted coverage.

E) is not effective for conveying simple messages.

brownchimpanzee958

One of the difficulties associated with using advertising as part of a marketer’s IMC efforts is:

a) breaking through the clutter of other messages targeted for the same audience.

b) it is generally more expensive than personal selling.

c) It only works when communicating to the most gullible consumers.

d) government regulations have significantly decreased allowable noncommercial speech.

burgundymoose872

few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

redcaribou169

MKT 400 Lecture Notes - Tim Hortons, Starbucks

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