Advertising Strategy and Its Alignment With the Marketing Goals: Clear Vision Inc. Case Study

Viktor drives a 2013 Dodge RAM. He realized he was wasting up to $1,000 in gas money a week so he did a little car research. Two days later, he was driving down the freeway on his way home from work. He glanced at a neatly placed billboard of a 2016 Prius with excellent mileage. The car fascinated Viktor. He bought the car right away and traded in his gas chugging truck. Viktor was happy and ready to use the money he will save on a vacation.

Firms spend large amounts on advertising, estimated to reach $600b in 2015 , this spending represents sunk costs . Increases in spending will not necessarily prove successful; moreover an effective campaign will engage consumers and provide positive brand attitudes. For this reason this area of research is important and should be noted. Increasing the effectiveness of one’s advertising campaign is not an easy task; there are many issues that have to be acknowledged and, more importantly, understood. A plethora of research has been undertaken regarding consumer behaviour; one only needs to look at the sheer volume of academic articles and books on the topic. There are however several categories within consumer behaviour that a firm can target dependant on their product offering. Exposure, memory and attitude pose these issues. Foremost exposure refers to the process by which the consumer comes in to physical contact with a marketing stimulus and they can be exposed to this stimulus during any stage of their decision making process. Exposure is mostly affected by three factors; the position of the advert in mediums (e.g. TV or print); product distribution; and shelf placement. Furthermore consumer memory refers to the persistence of learning over time ; information is retrieved both consciously and unconsciously. Such memories can be retained for any given period of time and stem from experiences and evaluations. Finally attitude is an evaluation a consumer expresses

The ethos of this advertisement is to assure the best quality to consumers. The consumer wants

If you look above you would be mesmerized by the ad, the beautiful colours, the gorgeous girl, the facts and then the product. Many people are blinded by believing that these new products will make people more specifically the targeted audience of young women more beautiful and that if they wear this product they will become as pretty as the girl in the ad. During this speech the topics that will be covered are the images, language use and AIDA (attention, interest, desire and action). Also about how they have used different types of techniques such as using famous people, using the product in the ad and using bright beautiful vibrant colours to captivate the audience.

This well-known product line is looking to increase their market shares while still continuing to follow through with the relaunch. The brand manager, Kerstin Dunleavy, is looking for ways to decide how to keep the brand steady while continuing to be one step ahead of their competition – Olay, P&G, Nivea, and Johnson & Johnson, or should she just steer the brand in a new direction. She is also seeking to continue the redefinition of the individual’s beauty, maintaining integrity within those across the nation. It is a must she uses different

This advertisement uses loaded language, plain folk, and appeals to pathos, ethos, and logos. Words such as “smooth, pure, loveliest, and perfect” all convey pleasant and light emotions such as joy and contempt. As a result of this loaded language, the product appears to be more desirable now that consumers associate positive emotions with it. These phrases containing loaded language not only appeal to pathos, but also to ethos by suggesting that Maybelline is the highest quality and most trustworthy brand of all eye makeup. In addition, this ad uses the plain folk persuasive technique through the average, middle class woman. It also showcases the low cost, and emphasizes how easy the mascara is to

It is defined as paid form of non personal communication about an organisation, service, product, or idea by an identified sponsor. Public service announcement, which has an sporadic exception whose advertising space or time is provided by media. Advertisement involves with mass media is referred as no personal component which transport a massage to large group of peoples, often at the same time, for instance TV, radio, magazines, newspapers. Non personal component means there will be no opportunity for quick feedback from the message recipient, so the advertiser must know how the audience will interpret and respond to it, only before the message to be sent. Advertising is famous and widely spread and discussed form of promotion because of its omnipresentness. It is the main prominent promotional tool particularly for companies whose products are targeted at mass consumer markets. It is the most cost effective method for communicating with large audience. Advertising will be used to improve brand images and symbolic call for a company or brand. This is an important opportunity for companies selling products that are difficult to differentiate on practical ascribes. Other plus point of advertising is its capability to hit a responsive chord with customers when distinction across other tools of marketing mix is difficult to achieve. Good and popular advertising campaigns can sometimes be influenced into successful integrated marketing communication programs. The way and

These are beauty products that are specially made to eradicate the dryness, darkening, puffiness and wrinkling of the areas under your eyes. Now, this is one part that is easily prone to darkening and swelling and hence requires special attention as it functions as your front office. What did they tell you about first impressions?

L'Oréal Paris has used a numerous amount of codes and conventions to meet their ideal target audience according to their brand. This can be shown in an mascara add. It used numerous techniques such as images, layout use and AIDA (Attention, Interest, Desire and Action). This was used to make their brand that's being advertised wanted, desired and to look appealing. They have carefully analysed and used these techniques to convince their audience young girls, adults that this is a promising product that lives up to its standards.

In choosing a targeting strategy, Hyflux consider the factors such as the company resources, market variability, product’s life cycle stage and the competitors’ marketing strategies. As the result of analysis the company decided to focus on doing differentiated marketing, because the company has significant budget and resources, besides differentiated marketing combines the best attributes of undifferentiated marketing and concentrated marketing therefore Hyflux choose it to ensure the long-term growth. On the other hand, the market of filtered water bottle is huge and caused many companies to enter, it is very important to satisfy different gender consumers with different age group to make sure the maximum percentage of the product occupy in the market share. Differentiated marketing strategy can also build the brand loyalty resulting in a higher percentage of repeat purchases because it addresses the unique needs of each consumer segment.

Airbnb is a two-sided peer-to-peer rental and accommodation online platform that integrates individuals that are interested in renting their real estate properties to those people who are attracted to short-term lodging. Airbnb was founded back in 2008 in San Francisco by Brian Chesky, Joe Gebbia, and Nathan Blecharczyk. The co-founders of Airbnb came up with this idea after lacking enough money to pay their rent. As a result, they ended up renting part of their loft to strangers to assist subsidize their rent problems. Later, they saw it as a business opportunity and developed a website that would be used as a platform for their

Differential marketing will be the method of marketing used to market Waters Bottling Company 's new venture, the Refreshing bottled water. The Refreshing 's bottle design may appeal to the women, but the men in the lives of the women would like to be refreshed too. The team has decided not to segment a particular market in the initial phase of distribution but will address to so in the expansion, later. Who does not want to feel refreshed? If it can be done with a bottle of water, then great!!! Now, the product to meet that need is available The reason for the market research is to determine what the consumer is looking for in bottled water. Also, to determine what would persuade a loyal consumer to try

The goal of marketing strategy is to increase sales and reach a competitive advantage. It involves careful planning and scanning of internal and external environments. Internal factors are such as performance analysis, market mix, strategic constraints, and market mix modelling. External factors are such as analyzing the competition, evaluation of technological, economic, cultural, and political or legal elements, and target analysis. The twelve years that Charles Tandy reinvented RadioShack, he understood the same criteria. His successors tried to follow his footsteps, but there was a rapid change in technology. After the war, he identified a new area of supply and started sending mail. Few years later after it traded on the New York Stock Exchange, it ventured into an electronic firm. He tried to help it stay afloat by cutting inventories and maintaining merchandise that had high profit margins.

The company has been serving women their health and beauty essentials for generations, so it comes as no surprise that the market and consumers have their favorite and ‘go to’ products. One classic example of such a product is the ‘Wash-Off Waterproof Mascara’. This product has been around for a very long time and is one of the critics favorite choice. This product can therefore be considered a cash cow on the Boston Consulting Matrix, as it has gained substantial market share over the years, however has relatively low market growth now, given the long establishment of the product with its consumers.

One of the strong areas of weakness is the limited or segmentation of the customer base with the Mistine line. The company developed a product for the Asian population with a target on the low or middle income consumer. The product is designed to meet the needs of the Asian population and not easily transferred to other global markets. The eyeliner and whitening products are based on Asian needs not north or Western culture.