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Marketing Case Study
Try to remember the billboards on your commute to work or school. How many do you think there are? Explain why you remembered any of them. Next time you are on that route, note how many billboards there actually are. Are they effective?
Of the many billboards passed on the way to work and school every day, the most noticeable are those that promise low-cost health insurance and healthcare. These billboards are the most effective as they are very colorful and full of energy with smiling kids, big families and everyone just the picture of health. These billboards stand out because of their generous white space surrounding models who are hired due to the healthy complexions, athletic physiques and incredibly perfect teeth. That is what most amazes me about the healthcare billboards; the models all have perfect smiles and complexions as they promote Blue Cross Blue Shield, Anthem and others. These billboards are so distinct and differentiated than the other 58 billboards I counted; they stand out even at night and in cloudy weather due to their lighting and color. What is troubling about these billboards however are the promises...
The ethicacy of promoting healthcare using models and techniques that exaggerate benefits or over-promise what is actually delivered often lead to American Medical Association (AMA) complaints and fines if repeated over time (Fortenberry, McGoldrick, French, 2010). The second-most memorable billboards are of auto dealers, a few of which have taken to having actual autos along the top of the billboard and real-time animation of cars and lights across the front of the electronic board. Nearly very billboard as Facebook and website addresses as well, with many including their Twitter account listings too (Wright, Khanfar, Harrington, Kizer, 2010).
Part 2 -- What if an electronics store is targeting young adult males for a new car radio speaker technology. What sort of images in a radio script do you think would encourage a sale? What kind of characters would you prefer and where would the action take place? How would you include the new technology? What sound effects might get their attention?
For an electronics store targeting young adult males for a new…
References
Donthu, N. (1994). Effectiveness of outdoor advertising of services. Services Marketing Quarterly, 11(1), 33-33.
Duncan, C.P., & Nelson, J. (1985). Effects of humor in a radio advertising experiment. Journal of Advertising, 14(2), 33-33.
Fortenberry, John L, Jr., PhD., McGoldrick, P.J., PhD., & French, George E, I.I.I., F.A.C.H.E. (2010). Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to Patients/Practitioner Application. Journal of Healthcare Management, 55(2), 81-95; discussion 95-6.
Miller, D.W., & Marks, L.J. (1997). The effects of imagery-evoking radio advertising strategies on affective responses. Psychology & Marketing, 14(4), 337-360.
Ford Motor Company Case Study of Ford Motor Company History, Development and Growth Ford Motor Company has been a vital American automaker since its incorporation in 1902. The car maker was started at that time by Henry Ford and has continued with some member of the family on the board of directors since that time. The company began selling individually manufactured vehicles, but moved to an innovation devised by the founder soon after.
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However, the company needs to be cautious of putting too much power in the customers' hands. 5. Competitive Rivalry between Existing Players Direct competitors are currently not able to match Zappos capabilities, especially in terms of customer service. But this does not mean they should be dismissed as viable competitors. In fact all direct competitors should be watched very closely. SWOT Analysis Strengths Outstanding customer service Free overnight shipping Wide variety of products Happy, dedicated employees Weaknesses Cannot afford
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