The role of advertising effectiveness in changing customer’s perception in relation to LG and its competitors
Summary :
Table of Contents
- Introduction
- The noticeable medias
- LG - Company profile
- DAC vision and philosophy
- The home network products
- Product profile
- Brand comparison
- Comparison with LG electronics
- Comparison with Samsung
- Comparsion with Voltas
- Comparsion with Onida
- Comparison with Carrier
- Comparison with Hitachi
- Comparison with O-General
- Comparison with Whirlpool
- Comparison with Videocon
- Research methodology
- Customer survey
- Data interpretation and analysis
- Suggestions and limitations
- Conclusion
- Bibliography
Abstract
Modern marketing calls for more than developing a good product, pricing it attractively and making it accessible. Companies must also communicate with present and potential stakeholders, and the general public. Every company is inevitably cast into the role of communicator and promoter. For most companies, the question is not whether to communicate but rather how?
The answer to this is the marketing communication mix, which consists of five major modes of communication, namely:
Among these marketing is the most important communication channel for marketing. "advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor."
The form of advertisement in today's era ranges from Print and broadcast ads, Packaging-outer, Packaging inserts, Motion pictures, Brochures and booklets, Posters and leaflets, Directories, Reprints of ads, Billboards, Display signs, Point-of-purchase displays, Audiovisual material, Symbol and logos, Videotapes.
Because of the many forms o and uses of advertising, it's difficult to make all-embracing generalizations. Yet an advertisement must contain the following qualities:
Advertisements public nature confers a kind of legitimacy on the product and also suggests a standardized offering. Because many people receive the same message, buyers know that motives for purchasing the product will be publicly understood.
advertising permits the seller to repeat a message many times. It also allows the buyer tom receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller size, power and success. advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound and color. The audience does not feel obligated to pay attention to advertisement. Advertisement is a monologue in front of, not a dialogue.
advertising can be used to build-up a long-term image for a product or trigger quick sales. advertising can efficiently reach geographically dispersed buyers. Certain forms of advertisements like TV commercials can require a large budget, whereas other forms like newspaper advertising can be done on a small budget. advertising might have an effect on sales simply through its presence. customers might believe that a heavily advertised brand must offer "good value".
In today's advertising three media are noticeable, namely:
In developing an advertising program, managers must always start by identifying the target market and buyer motives. There they have to take five major decisions in developing an advertising program known as 5Ms of advertising.
The answer to this is the marketing communication mix, which consists of five major modes of communication, namely:
Among these marketing is the most important communication channel for marketing. "advertising is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor."
The form of advertisement in today's era ranges from Print and broadcast ads, Packaging-outer, Packaging inserts, Motion pictures, Brochures and booklets, Posters and leaflets, Directories, Reprints of ads, Billboards, Display signs, Point-of-purchase displays, Audiovisual material, Symbol and logos, Videotapes.
Because of the many forms o and uses of advertising, it's difficult to make all-embracing generalizations. Yet an advertisement must contain the following qualities:
Advertisements public nature confers a kind of legitimacy on the product and also suggests a standardized offering. Because many people receive the same message, buyers know that motives for purchasing the product will be publicly understood.
advertising permits the seller to repeat a message many times. It also allows the buyer tom receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller size, power and success. advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound and color. The audience does not feel obligated to pay attention to advertisement. Advertisement is a monologue in front of, not a dialogue.
advertising can be used to build-up a long-term image for a product or trigger quick sales. advertising can efficiently reach geographically dispersed buyers. Certain forms of advertisements like TV commercials can require a large budget, whereas other forms like newspaper advertising can be done on a small budget. advertising might have an effect on sales simply through its presence. customers might believe that a heavily advertised brand must offer "good value".
In today's advertising three media are noticeable, namely:
In developing an advertising program, managers must always start by identifying the target market and buyer motives. There they have to take five major decisions in developing an advertising program known as 5Ms of advertising.
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