Assignment 2: Pricing And Distribution Strategy Using The In
Assignment 2 Pricing And Distribution Strategyusing The Internet New
Assignment 2: Pricing and Distribution Strategy Using the Internet, newspapers, and magazines find two different advertisements depicting two different products you use or would like to use in the future. Include the advertisement in your paper by providing a URL, scan the advertisement, or describe the location of the ad (for example, its name, date, section of the newspaper or magazine), and give a complete description of the advertisement. Review each advertisement and submit a three- to five-page paper that: Indentifies and describes the nature of the product presented in both advertisements. Considers the placement of the advertisement and the type of medium used to deliver the message. Analyze the target market (intended consumer) of each advertisement and describe the factors that might have influenced the marketer's decision to place the advertisement in that medium. Explain the appropriateness of the ads in relation to their target audience. Compare both of the advertisements to determine the type of buying decision that would be made for each product. Are they routine buys or habitual buys? Analyze how these advertisements should be modified to better serve the target market. Submit your assignment to the M4: Assignment 2 Dropbox by Wednesday, May 22, 2013.
Paper For Above instruction
In analyzing the strategies behind advertising placement and messaging for consumer products, it is essential to evaluate the nature of the products, the target audience, and the mediums used to reach potential consumers. For this purpose, two exemplary advertisements will be examined: one for a high-end smartwatch and another for a popular snack food. These examples illustrate diverse marketing approaches tailored to their respective target demographics, demonstrating varied strategies in pricing, distribution, and promotional messaging.
Product Descriptions and Advertisement Placement
The first product selected is an Apple Watch Series 8 advertisement, which prominently appeared in the May 2023 issue of "Time" magazine. The ad showcases the sleek design, health-monitoring features, and connectivity abilities of the smartwatch. It emphasizes advanced health tracking like ECG, blood oxygen levels, and fitness metrics, targeting tech-savvy consumers interested in health, fitness, and connected devices. The ad was placed in a magazine that reaches affluent, health-conscious, and technologically inclined readers.
The second product is Lay's Classic Potato Chips, advertised via an online banner ad on a food blog dedicated to snack reviews. The ad features bright imagery of a crunchy bag of chips, paired with a slogan emphasizing freshness and flavor. The placement on a food blog indicates targeting casual snack consumers and younger demographics who frequently access online content for entertainment and lifestyle topics.
Analysis of Target Market and Placement Factors
The Apple Watch ad is geared toward early adopters, fitness enthusiasts, and professionals who value health and connectivity features integrated into their wearable tech. The choice of a high-end magazine like "Time" aligns with consumers who are interested in premium, innovative technology products, and are willing to invest in quality devices. The magazine’s affluent readership and reputation as a trusted source on technology and current affairs influence this placement. The digital version of the ad, often shared via online platforms, further expands reach to urban, middle, and upper-class consumers with internet access.
Conversely, the Lay’s potato chips ad targets a broader demographic that includes teenagers, young adults, and families—a group that frequently consumes snack foods during casual activities such as watching movies or social gatherings. The online banner ad on a popular food blog caters to viewers actively seeking food and snack recommendations, appealing to impulsive and habitual snack buyers. The medium's accessibility and the product's fast-moving, low-cost nature make online placement ideal for maximizing reach among a diverse, internet-using audience.
Appropriateness of Advertising for Target Audiences
The Apple Watch advertisement's placement in a quality magazine aligns with its premium pricing and cutting-edge features, thus attracting consumers who appreciate technological sophistication and are willing to pay a premium for advanced features. The ad's focus on health metrics appeals to health-conscious consumers, matching their interests with the product's benefits.
The Lay’s snack ad on a food blog uses bright, appealing imagery and casual language, which resonates with a younger, more informal audience. Its placement supports impulse buying and habitual snack consumption, as it aligns with the target demographic's online activity and consumption patterns. The online banner format allows quick engagement, further supporting spontaneous purchase decisions.
Buying Decisions and Marketing Modifications
The Apple Watch is typically a deliberative purchase classified as a extended or complex buying decision, involving research and comparison. Potential buyers consider features, brand reputation, and price before purchasing. Therefore, advertisements should include comparative features and customer testimonials to facilitate decision-making. Adding promotional offers or trial periods could further assist buyers in their decision process.
Lay’s potato chips generally qualify as habitual or routine buys, characterized by low involvement and quick decision-making. The advertisement should enhance its appeal by emphasizing freshness, taste, and convenience. To better serve the target market, the ad could include limited-time flavors or discounts, stimulating impulsive buying and reinforcing brand loyalty.
Enhancing Advertisement Effectiveness
For the Apple Watch, integrating digital elements such as interactive online ads or social media campaigns featuring real user stories could expand engagement. Collaborations with fitness influencers might further target health-conscious consumers. Packaging and point-of-sale displays in retail outlets can reinforce the product's premium positioning and educate consumers about unique features.
For Lay’s, introducing augmented reality features in online ads or emphasizing environmental sustainability initiatives could appeal to eco-conscious consumers. Offering online coupons or bundle discounts could encourage immediate purchases and increase sales volume among habitual snack consumers.
Conclusion
Effective advertising strategies hinge on aligning the message and placement with the target market's preferences and behaviors. Apple leverages high-end publications and digital media to reach a sophisticated audience seeking technological innovations, while Lay’s employs vibrant online banners to appeal to impulsive, budget-conscious snackers. Tailoring advertisements through targeted messaging, strategic placement, and engaging content enhances their effectiveness and drives consumer action, ultimately supporting brand loyalty and sales growth.
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