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Communication objectives can help by first focusing the company's efforts on a specific market and its unique needs, and the specific products of interest. In seeking out this connection of customers to products, IMC strategies have a higher potential for success.
3. In the case, BatesManor Furniture, inc (a), what is the purpose and role of advertising, promotion, and personal selling in the household furniture industry?
The furniture industry is one that is known for its long sales cycles, high prices and consumer lifecycle approach to marketing. Young families for example have entirely different needs than those of empty nesters. The BatesManor Furniture case study shows how advertising, promotion and personal selling in the household furniture industry needs to be more attuned to the unique needs of customers and not just rely on traditional marketing and promotions strategies. Instead of using IMC strategies as a means to en masse market, there needs to be more focus and attention to individual customer needs first.
4. Ultimately, the goals and objectives of any promotional campaign culminate in the purchase of goods and services by the target market. The AIDA model creates attention, interest, desire and action. Does promotion affect customers differently when the product is inexpensive vs. when it is expensive? Explain and justify your answer.
Yes, promotions have a significantly different effect depending on the price of the product. For high-priced products there is a price/quality relationship and more of a motivation...
People purchase more expensive products due to their aspirations. Promotions on low-priced products are more attuned to making budgets strength and ends meet, a strategy Wal-mart has perfected. Promotions carry the unique value propositions in markets based on the pricing position of products, and are critically important.
References:
Frederik Balfour, and Bruce Einhorn. 2009. Hong Kong Disneyland's Future Is in Danger. Business Week (Online), March 18,
John M.T. Balmer, & Stephen a. Greyser. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730-741.
Barbara Caemmerer. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.
Citigroup (2006), Walt Disney and Company Investment Brief. June 9, 2006. Jason Bazinet, Analyst. Citigroup Global Markets. New York, New York.
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