Marketing
If I were developing a pioneering advertising campaign for a new product, I would definitely put the emphasis on the product benefits, and not just the product. I would do that because you can't sell someone on a product if people don't know they need it. As an example I would use air purifiers. Air purifiers are being advertised more and more on TV, but the advertisements start with explaining what the product does. The advertisements show such things as filter grids covered with black dirt or a glass of water containing the particles trapped by the purifier. The ads are detailed and extended and show why it is important for the consumer to use air purifiers in his or her home.
Another example of pioneer advertising might be high definition television. HDTV was particularly tricky to sell to consumers because the consumers could not really see the difference between HDTV and the older technology....
The TV they were watching the ad on could not show high definition. So manufacturers had to do considerable consumer education in the form of pioneering advertising so consumers would understand the higher quality pictures they would get. Then consumers could go to the stores and see the difference for themselves in showrooms.
This is an early-stage approach to advertising. It wouldn't be necessary for a hot dog bun because the American public knows what a hot dog bun is and why they might need them. In pioneering advertising, the manufacturer is breaking new ground, presenting the public with something they didn't know they needed. By emphasizing the product benefits, the company can create a desire for the new product.
It's a risky business to create a product for which there has been no previous demand because it did not exist. Customers must be persuaded that the product offers…
Marketing in Healthcare Catholic Healthcare West Catholic Healthcare West (CHW) is a not-for-profit healthcare organization serving parts of Arizona, Nevada and the majority of California. With 42 hospitals it is the largest Catholic hospital system in this part of the United States. The organization focuses its services upon the poor, who cannot afford private hospital services. Regardless, the aim is also to provide high-quality healthcare to those in need. The target market
Marketing Communication Programme for the New Product "The Body Shop" offers a wide range of naturally inspired cosmetics and toiletry products. The brand, originally created in the United Kingdom, distributes its products and expresses its values through a large multi-channel network of exclusive retail shops (1,088 company owned and 1,517 franchisees) in more than 60 countries, as well as through home and online sales. The purpose of this report is developing
promotional strategy may be defined as a way to optimize sales advertising, public relations, personal selling, and sales promotion. Promotion is one critical component of the overall marketing mix of price, place, promotion, and product. Promotional mixes today include social media as well as traditional advertising. Promotional strategies must effectively communicate the competitive advantage that can be secured by using the product, including quality, speed of delivery, low prices,
A Refreshing Vision: Fizzy Fountain�s Unique ApproachExecutive Summary of Fizzy Fountain�s Business Plan1. Company Overview: Fizzy Fountain focuses on revolutionizing the fruit juice sector by combining health-centric options with carbonation. The goal is to offer innovative, convenient, personalized carbonated beverages, maintain natural fruit essences, and redefine industry standards in flavor, quality, and sustainability.2. Strategic Focus: The company aims to cater to a growing trend towards healthier beverage options, leveraging advancements
Mobile Marketing The Utility of Mobile Marketing in the Hospitality Industry: An Evidence Based Approach What is Marketing? Categories of Demand Hospitality Marketing Mobile Marketing Case Study Questions and Data Collection Issues in Application of Mobile Marketing Mark Twain once quipped that, "Many a small thing has been made large by the right kind of advertising. The truth of this maxim is as true in today's marketing reality as ever. Marketing can be understood primarily as a business philosophy
new product requires several marketing considerations. There are many negative factors to product development that must be dealt with. There are also several factors that promote successful product development. Finally, product positioning and pricing are two important considerations. Negative Factors One of the negative factors is uncertainty. This is especially true if the product is not only a new product for the organization but also a new product for the industry.