Nternational Marketing and Marketing Research

International Marketing and Marketing Research Compare the publicize campaigns ( kernel, media, fall guy hearing )which club may use a) to launch new harvest b) to support a long conventional product whose sales are slowly declining Introduction Due to new challenges which business organisations encounter in incessantly changing environment, the present selling must focus on much more than creating new products or services. It is vital to price them attractively and make them available to increasing demands of customers at enthrone where they require them.However, an ffective marketing potpourri can be only successful only if all it parts take place One of the core aims of firms marketing departments nowadays is to give emphasis to communication with their customers. The communication is based on understanding peoples needs. The mission of marketing specialist is to create and design an unique sales promotion. Marketing communications is part of marketing mix. An master(pr enominal) goal of advertisement is to influence customers choices and buying decisions, which will lead to feat of marketing plans of the firm. advertisement has to be visible, clear, and easy to take in. Also, it has to identify the advertiser and their products or services. Marketers bring into play polar advertising campaigns. during the ptoduct life cycle, product go by dint of four different stages introduction stage, growth stage, fledged stage and declining stage. When the product is introduced for the first time in the market place, advertisement is aggressive companies employ many an(prenominal) means of direct and indirect marketing to promote it.Mass media are used since there is only lowly knowledge about this product among customers. Introducing new consumer goods is so-called intercommunicateative advertising. Its main objective is to build a primary demand. A strategic aim firms follow when promoting the product for the first time is to inform potence buyers a bout it and highlight its features which distinguish it from competitors. Furthermore, this will create awareness about the product and influence consumers perception. It as well helps to build the firms brand.In contrast, an advertisement of a new product is completely different from an advertisement of already established product, which has declining sales. Usually, these are products, which consumers realize already known or used them and at some oint the sales warp start to decline. In this case, the promotion and advertising have marvellous impact to turn sales in opposite way. For example, the company offers some extra services. Furthermore, certain products can be offer with a favourable product or discounts can take place. Price and non-price competition should be used at this depict to keep the product at the market.When the sales are declining the main aim of marketing advertising system is to remind consumers of the product or service. The campaign in this case is t rying to boost sales and profits. Advertising campaigns vary. Firms can use a means of below and above the line marketing. below the line marketing include direct means of communication, most plebeianly direct mail and e-mail, often using exceedingly targeted lists of names to maximize response rates and above the line embrace advertising such as television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer.Literature review Advertising is non personal form of communication, initiation and promotion of consumer goods, which will lead to increasing the sales. The information about certain organization and its products is conveyed to potential buyers through mass edia, such as television, radio, newspapers, magazines, direct mail, public transport, outdoor displays, catalogues, internet. (Dibb, 2009) The main purpose of advertising is to inform or persuade members of particular audience about new products which will enter the market , or for the exi stence of promotions which will be appropriate for some costumers.On the other hand , the main use of advertising embrace the promotion ot products or an organization in order to awareness among target consumer segment. The most important sides of advertisement are stimulation of demand, off settings of rivals advertising strategy, and to support elling drives. (Dibb, 2009) Also, advertising marketing strategy has to give out and educate a certain target market about a brand and its heightened marketing mix or product benefits(Dibb, 2009). Due to these facts, the general idea of all advertising campaigns is to enhance consumption of consumer goods.Identifying the target market The target market is a specific group of people within the market at which the advertising message will be convoyed through the mass media. The target market or audience can be created from people from the same gender, age group, or based on other common features. Researchers attempt to understand the needs o f certain target audience and this will lead to creating of marketing message that will make consumers to respond. The consumer feedback plays an important role in designing an advertising campaign.Advertising work out The most gruelling marketing decision is how much a company should spend on advertising. According to Kotler(2001), advertising budget usually is influenced by different stages of product life cycle. A product first appearance in the market place usually need higher advertising budget. The company in that stage has to punctuate n building awareness and to gain target consumers. Market plowshares also affect the budget, expanding the market share require higher advertising cost, on the other hand low share brands often have high advertising spending, which aim to increase sales.Rivals have the main point when a company sets its advertising budget. Developing advertising strategy Consisting of successful advertising strategy depends on advertising message and select ing media. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to barter for or use a specific product. Advertisers use different ways of thinking to create slick slogans that capture consumers attention. Creative strategies promote publicity, public relations, personal selling and sales promotion.