Learning Curve…

MB0046 : Geo Ad Agency has many corporate as their clients. Due to lack of resources, it is planning to cut down work and reject certain clients. Further, they want to establish a concrete system in communication development and ad structure. What would be your advice to Geo Ad agency in this aspect?

Posted on: September 26, 2011

MB0046 : Geo Ad Agency has many corporate as their clients. Due to lack of resources, it is planning to cut down work and reject certain clients. Further, they want to establish a concrete system in communication development and ad structure. What would be your advice to Geo Ad agency in this aspect?
Answer: – Geo Ad Agency can follow following points to establish a concrete system in communication development .These points also help  Geo Ad agency to sustain their clients:-

Preparing target customer profile

Effective communication starts with identifying the target customer to whom the communication is developed. In this stage company prepares target customer profile.

         Identifying promotion objectives

Target customer profile provides inputs about his/her readiness to purchase the product. Customer may be in any of the six stages of hierarchy of effects. The six stages are awareness, knowledge, liking, preference, conviction and purchase. Every company will like to bring their customers to the purchase stage from other five stages. Therefore it creates different promotion program at different stage. To make it clearer, Company first creates awareness about the product, educate them about the advantages, induce them to choose the brand, stimulates and monitors that customer purchases the product.

 Designing a message

After deciding the communication objectives, Marketer turns to develop right message which should create attention, interest, desire or action (AIDA) by the customer. Before deciding what should be there in the message, we will have to understand AIDA model in detail. The main objective of any message is to meet the AIDA model although the message framed will be subject to product type/category, ad budget and creativity skills of individuals.

I. AIDA model:

  1. Attention: The marketing communication should generate attention towards the product. In this stage customer is having the need; organization should provide solution from their communication. For example, when advertisers use a popular film star or a celebrity to promote a perfume brand or even a soap or a toothpaste, it will immediately catch the audience’s attention.
  2. Interest: Once the customer provides enough attention towards the communication, organization should stimulate it to create interest. For example, if celebrities are used to endorse products, audience must be curious enough to know what they are saying about that particular product.
  3. Desire: The interest created should be forced in the customer mind so that he will develop desire towards the product. For example, when people have seen the ad and show interest, next thing would be to create a desire for that product. People should have the willingness to buy the product and unless they don’t desire it, they will not be eager to buy the same.
  4. Action: Strong desires should be turned into action. Hence company should provide the advantages of purchasing of the product in their communication messages. For example, it is very difficult for the Insurance companies to grab the attention of people towards insurance products, create interest and desire as to make a person buy the same. So, it’s a challenge to the marketer to develop such a message that immediately gets the attention and make a person to go for it. For example, it is easy to catch people’s attention towards ice-creams so that they will have interest and desire to taste it and eventually buy it.

II. Deciding the message content.

Message content must have any one of the following appeals

  1. Emotional appeal: Positive emotional appeal or negative emotional appeals are strong tools used to intensify the purchasing activity of the customer. Positive emotions like love, pride, joy and humour are used in the message
  2. The negative emotions like fear guilt and shame are also used in the advertisement to attract the customer.
  3. Rational appeals highlight on the desired benefits about the products. They highlight quality, economy value or performance of the product.
  4. Moral appeal: These are concerned towards public health or environment or social responsibility. For example, Shell lubricants show its commitment towards environment in their advertisements.

III. Message format: The Right Message Format for the Right Marketing Strategy should follow. Depending on message marketing is naturally going to have to change. Shorter messages require different types of advertisements than longer ones.

Selecting the channels of communications

The communicator may use company sales people, reference groups, blogs, RSS, webinar, online communities and social networking sites to promote their products. These media are called as personal communication channels. The word of mouth campaigns buzz marketing and viral marketing are some examples of personal communication channels.

Selecting the message source

Messages communicated by the celebrities and proper sources have high credibility among the target consumers. Many companies use well known actors and actresses, cricket players, and even cartoon characters to promote their advertisements.

Target Customer Feedback

The communicator collects the feedback on the promotion campaign to assess how many of target customers are able to see, hear or read the message. This stage helps communicator to understand how many of target customers actually able to recall the message? And among them how many of them really purchased it. Some companies go further and ask the customer to provide suggestion to improve the promotion campaign.

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8 Responses to "MB0046 : Geo Ad Agency has many corporate as their clients. Due to lack of resources, it is planning to cut down work and reject certain clients. Further, they want to establish a concrete system in communication development and ad structure. What would be your advice to Geo Ad agency in this aspect?"

Nikhat yo know what, you have been a saviour, I have to submit my assignment tomorrow. I was so worried how to submit my assignment tomorrow but your uploads have made it very easy for me. Trust me you have been an angel for me today. May Allah bring lots of happiness and properity in your life.

and you know what my mom’s name is also Nikhat, so once again thanks for being so nice and helpful and share this with the world.

Nikhat, please help me yaar. Help me with finamcial Management and Operations reserach assignments, friend.

Chek my old blogs… i have uploaded finamcial Management and Operations research assignments.

Nikhat, please help me yaar. Help me with 2nd SEM financial Management and Operations research assignments, friend.

hi nikhat

thnks for co-operation to everyone.

i need assignments for MBA (Finance) ist & 2nd semester

thanks nikhat. i really stucked up for this paricular question..u hv been a grt help….

Hi Mamta,
do you have first sem solved assignments,kindly send to me plssssssssssssssssssssssss divuunni@gmail.com

Thanks A ton!!
Shukria Dost..

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