The marketing profession aims to make efforts which helps in getting the product/service/company get noticed in the eyes of the target audience in a favourable way and so as to put the maximum impact in their minds about what the product stands for, that is, its brand equity, and to make sure that the product is remembered as the top-of-the-mind brand whenever that product category is mentioned. It is about letting the target audience know the brand personality of the product, it is about promoting the product in the best and the most attractive way possible, it is about distributing the product in an effective manner, and it is about simply maintaining a healthy relationship with existing customers.
This definition means that the marketer needs to be alert at all times to the unique ways in which they can market their product. They need to be all open for out-of-the-box ideas and let their creative juices flow quite often. Getting stagnant and marketing just through orthodox channels of communication is unlikely to get the product noticed, unless and until the idea behind the advertisement is pure brilliance.
And nowadays, brilliance is rare and goodness is common. Thus, it is a clever idea to chose a rare medium and put an impact on the target audience through that as it will always be remembered by the viewer. (Barnes, 2007)Secondly, the fact that it is important to be able to reach various types of target audiences through a single channel of communication. If we take the example of television, there are numerous channels dedicated to different age groups and people with varying interests.
Therefore, when a certain marketer wants to advertise to a target audience which consists of children, they buy airtime on a channel dedicated to kids, because they know that only children will watch it. But in the case of a mobile phone, there are no separate mobile channels. Every mobile phone is the same.
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