Exam 2
Exam 2
Adverting in businesses tends to promote product and services sales. Advertising also informs prospective customers on the importance of the product that is being advertised. Advertising appeals trigger emotions and tend to seek mass attention. The appeals include humor appeal, fear appeal, rational appeal, bandwagon appeal, sex appeal, music and scarcity appeal. They primary appeals include emotional appeals and rational appeals. Emotional appeals are mostly used with young aged people such as the youths while rational appeals work much better with the products that are directed towards older people .
Emotional Appeal
Emotional appeal is an advertising appeal that is related to a person’s psychological and societal needs when purchasing specific products and services. This appeal is important and works well where there is minimal difference between the products brand ant their offerings. Emotional appeals involves personal, social, fear and humor appeals
Classified Advertising
This is advertising using newspapers and other available periodicals in order to make market appeals about a certain product to be advertised. Advertisers use words, tables and graphs to collect mass appeal . It is more effective as information on the products can be revealed.
Music Appeal
Music appeal is used in advertising since it creates a specific intrinsic value in individuals. It helps in creating high persuasiveness when advertising products. This advertising helps in capturing attention and increasing customer recall.
Rational Appeal
Rational appeal focuses on functionality and utilitarian of specific products and services. The appeal focuses on the characteristics of the product, its benefits for customers to on it and its durability. This appeal is fit for business to business advertising and for complex products.
In the behavioral response model, discuss the concepts of severity, vulnerability and response efficacy
Severity concept is the amount of consequences resulting from an action that just occurred. The quantity of consequences depends on how the advertiser or any involved individual took the matter serious. A person with highly perceived severity will be highly motivated to accept a certain product or service in a market. The public will react different on various products according to the degree of severity. Severity can have positive or negative or both outcomes possible from the market . A person his intention and behavior is affected on whether to consume a certain product or not.
Vulnerability concept is the magnitude or the probability of the event happening. The vulnerability of marketing threat measures how susceptible the individuals personally reacted to the communication threats that were posed. The effectiveness of advertising or communication in marketing determines the persuasiveness appeal required by the marketing personnel to increase integrated communication boost the product sales. Vulnerability to marketing and communication is a predictor for any effective business operation. Any increase in vulnerability and severity lead to higher integrated market communication and thus good selling.
Response efficacy in the behavioral response model addresses four main issues. There is intrinsic and extrinsic reward. This determines the amount of reward in marketing obtained from a business engagement or withdraws in advertising, marketing, rebranding and many more. Response cost is then determined, this is the value or the cost from the action of the business which is determined by the amount of reward . Self-efficacy then addresses if the public believes whether the product is fit and if it does, then the business will sell and in turn get rewarded.
Primary benefits and problems of social media advertising
Social marketing is the process of applying commercial marketing procedures to social difficulties, it tries changing individuals behaviors’ for the advantage of the consumer and the society.
Advantages of social marketing
- Marketers get to reach the targeted audiences very easily.
- Marketers always get to customize their products to fit the targeted audience.
- It helps marketers in creating great and long lasting behavior changes in the audience.
- Social marketing is cost effective marketing style.
- Improved interaction between customers and marketers. Customer service is first and feedbacks can be left on the Social Media sites such as blogs.
- Research and development is improved. New methods and ideas are learnt through the interaction on the media. Competitor monitoring can also be conducted through Social Media.
Disadvantages of social marketing
- False advertising may lead to legal risks against the company.
- Unsatisfied customers can post negative comments on the company’s wall thus painting a wrong image for the company.
- There are so many social media sites and therefore it might seem too difficult for a company to know which one to start with.
- Results measuring on advertising from social media as proved to be quite difficult.
Challenges present in business-to-business media selection and in international media selection
Business to business marketing is a way in which one company meets the requirements for supply of a specific raw material for a certain business whose demand is driven and affected by the demand of a consumer in the village. Challenges that face business to business operation include:
- The complexity in decision making between business to business markets.
Marketers in business to business field need to demonstrate improved level of expertise in various interactions with projected audience. They should show high level of understanding of the market and the complications, which face the market. This implies they should understand both product knowledge, technical and plans that are necessary for the purchase. Marketers need to show patience and diligence in decision making.
- Buyers in B2B are more rational
Normal household consumers are unlikely to ask whether the product one as just bought as a ROI since most buy want they feel like they want. However, B2B personnel always need to evaluate and see the profit they are likely to make monthly if they purchase a certain quantity of goods at a specific price .
- B2B markets have limited amount of buying units
Sales ledger in B2b markets is dominated by small number thus database maintenance is important. Business to business personnel need to be adept at important account management.
- There is fewer behavioral needs based segments in B2B markets.
This fact that the business to business marketer as few segments makes the job easier is true, however, skills required in identifying the kind of customers required for different segment and appealing to the segment is not easy. Key challenges should be established in order to come up with the required segment.
- Businesses to business implications for marketers are clear. Packing products of the same type is a key function and resources are directed to developing expertise and good relationship.
The difference between Fear and Humor executions
Humor is used in television, smartphones and print media to improve sells for a particular product. Humor makes prospective buyers laugh creating a like with the commodity. Intent by an individual is created through humor that leads to the purchase of the product. For example, a humorous advertisement on insurance may lead to its purchase by a customer when the customer sees the humor and learns why having insurance is important . Humors work effectively with well-established commonly bought commodities such as cellphones and alcoholic drinks. Humors should be used effectively not to lean on one side of a certain group of people. For example, humor portraying big people as fat should not be allowed as this category of people may refuse to buy the product.
Fear focuses on the outcome of something when one fails to buy a certain product. Fear is created when the outcome is negative. For example, advertisers are known to use fear so that to promote healthy eating . In addition, customers will buy certain intended products to avoid isolation because of unhygienic healthy. Toothpaste companies and deodorant manufacturers use this tactic to make sales. Insurance firms also use this tactic to persuade customers to buy insurance for their assets and other products and avoid risking losing it all in accidents such as fires, hurricanes, and theft.
References
Charles S. Gulas, M. G. (2006). Humor in Advertising: A Comprehensive Analysis. LA: M.E. Sharpe.
Goldberg, M. E. (1997). Social marketing : Theoretical and practical perspectives. Washington, D.C: The Academy for Educational Development.
Herron, D. B. (1997). Marketing nonprofit programs and services: Proven and practical strategies to get more customers, members, and donors. San Francisco, CA: Jossey-Bass.
Van Huyssteen, L. (2011). Fear-Based Advertising Appeals: Assessing Execution Styles of Social Marketing Campaigns. University of Stellenbosch Master’s Thesis. Retrieved May 31, 2014, from http://scholar.sun.ac.za/handle/10019.1/5445?show=full
