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Social Media Advertising

Question:

Discuss about the Market Segmentation to Sell Dangerous Products.

This particular advertisement belongs to the category of social media because the advertising has been done using the social media platform face book. This advertisement is of Men’s shoes that has been advertised on face book. This advertisement targets men, the marketers and the  advertisers aim here seems to be advertising formal shoes for the men. This shoe is especially for the office going purposes and for other formal events.   This advertisement is  not very effective as it is not attracttive, an advertisement has to be attractive so that it create interst among the target audience and influence their buying behavior. There should be interesting catch phrases, images so that the target audience finds the advertisement interesting. is

Social Media is one of the most popular advertisements platforms for advertisements now days. It successfully targets many audiences in a very less expenditure. Very less effort and time is consumed for social media advertising campaigns. One of the most important social media advertising using facebook, twitter, inttagram and other sites is that the marketers get the feedback of the advertising campaigns in a fraction of time. This platform is very easily accessible by both the marketers and the potential customers. There are certain disadvantages of the social media advertising. It is very difficult to measure the actual impact on the audience because there are many people who do not intend to buy the products of services of any particular brand but respond to the brand advertising campaign. Therefore, it often happens that the feedback might b e constructive and positive but that cannot but one cannot conclude that they will be motivated further to take the buying action. The feedback from the customers cannot be totally relied because it becomes easy for all the viewers to give feedback. They will take the opportunity to give feedback but how much they are convinced for buying that product is difficult to tell, because they must be responding to other advertisements of the competitors, so the audience becomes very speculative in choosing the brand (Alhabash, Mundel and Hussain 2017).

This advertisement belongs to the category of B2B advertising, because it is an industrial product and most of industrial products are directly sold to the business and not much levels are involved within in the distribution channel of this kind of products.

B2B Advertising

To increase the brand awareness- This is a prime objective of B2B marketing. However, in the context of B2B marketing is to provide vast information of the product through the business report, social media and the interaction.

To increase the lead generation- However, by using the social networking sites the B2B marketers increases the lead generation.

To increase the engagement-To increase the engagement of the customers within the business in order to provide them valuable information is another objective of B2B marketing.

 It is an advertisement of hydraulic that is mostly used in factories in the field of engineering. The target audience of this particular product is the industries and factories where the engineering work is done and the factories that require hydraulic in their engineering processes. The advertisement only has product specification. There is very less creativity used in the advertisement, the advertisers have used the color blue and white, the color choice is very good making the advertisement simple and all the information is also relevant. However, increasing of the creativity in this advertisement process as for example distribution of product information to the individuals through unique process will be beneficial to improve this process.

B2B advertising often lacks creativity, since they are sold to the industrial buyers the market focus mostly on giving the product related information. The focus is very little on creativity. This is particular the aspects of B2B advertising that seems to be different from from the other advertising techniques.  It is a very negative thing about business-to-business advertising. Advertisements are generally made creative so that it can attract the customers, but if the advertisements are not creative it would not be able to create the interest of the customers. The common belief about business-to-business advertising is that, since it is sold to other business and it is an industrial product, there is no requirement for creativity. Industrial customers should not be treated differently. There is so much competition in Business to Business adverting as well, so if the advertisers are not creative then there are chances that they might not be able to achieve their advertising objectives (Baack et al., 2016).

This is an advertisement for a cause, so this particular advertisement belongs to the category of non-profit advertisement. The aim of this advertisement is not to generate profit, but rather to create awareness about the cause. In this advertisement the cause here is for the children who cannot walk, due a disorder, Duchene Muscular Dystrophy, this disorder is very common among the children which does not allow them them to enjoy their lives like other normal children and they cannot go up stairs. The advertisement is good and would be appealing; since it is a social cause advertisement it will successfully achieve the objectives of the advertisements. However, the advertisement could have been displayed in any other way; the picture used here is of a child smiling, if one does not read the caption given below it would be very difficult to say what kind of adverting is it. So the advertisers could have put a picture so that it becomes easier for the audience to just see the picture and know what is the cause for the advertisement. The caption given below has too much of medical jargon which might be difficult for the audience to understand, so this could have been simply portrayed by only giving the description about the symptoms and how it affects the child.

Non-Profit Advertising

A lot of companies now under their corporate social responsibilities fight for causes that might be social cause for any other diseases, they use cause advertising techniques for creating awareness about the cause they are fighting. It is not for profit, so the organization name is not focused too much but the cause is the focus. Cause advertising should be appealing so that it makes the audience aware about the cause, the pictures used for cause advertising should be very appealing. The corporations that run successful csr campaigns have advertisements that make the audience emotional, emotional appeal is very much required; the picture should speak a lot compelling the audience to read further about the cause. Since the audience is the public, the advertisers of cause advertising use a very simple language so that they can read it and understand. If the advertisement is related to some kind of disease, then the advertisers generally do not use medical jargons, that often confuses the audience and might happen that many audience would simply lose interest in further reading the about the cause, so medical jargons are generally avoided (Pomering 2017).

This advertising belongs to the global advertising category, the advertising is of a Chinese airlines, where the advertisers are promoting a Chinese airlines and appealing the audience to travel through their airlines. The target audience here is the public who like to travel. From the advertisement it is not clear that what is the subject of advertising. The advertisement has depicted a family, which is very good as the intention of the advertisers here is very clear that they are convibcing the people with families, which they can also travel through this advertisement, as it is one of the best airlines for all. Though the drawback of the advertisement is that the picture of a Aeroplane in the background is very small, which might the audience who would look for the first time. The picture should have been slightly bigger so that the audience knows the thing, idea or service that is being advertised in this particular advertisement. Since it is an global advertisement the language of the country is used, but for the people who do not know Chinese and happen to see this advertisement, they will be confused. Advertisements should not have boundaries they should be clear enough that the audience irrespective of the country they belong should understand it (Ling 2017).

Global Advertising

This journal focuses on the reaction of the audience in global advertising. A experiment was conducted to evaluate the reaction of the customers in culturally congruent images used in advertising, which is the mix of global and local cultural elements that are used in advertising. Focusing the attention on persuasion knowledge perspective the argument of the author is that the advertisement images are incongruence when it comes to a globalized market. Communication in a globalized market in China, the consumers use persuasion knowledge, they use the belief they have regarding the tactics use by the agent or the marketer that is used to persuade the audience. This results in positive attitude towards the advertisements, the knowledge of the consumers help in creation of positive attitude towards the advertisements ad might also help the consumers to in later stage create interest in gathering information regarding the product and might even buy it. The following research helps in studying and understanding the role of global and local advertising in a globalized market. It was found that in the globalized market, like china, the audience uses their beliefs and persuasion knowledge (Crawford 2017).

This advertising is advertising for an industrial product. This particular advertisement is an example of bad advertisement. The reason for selecting this advertisement as bad advertisement is that there are very less information about the product has been used in this advertisement. The information that is available in the advertisement is very vague and hardly any information can be taken from this advertisement. This advertisement could have been more clear and creative so that the audience is able to know what product is being advertised. The picture used for this advertisement does not much relate with the product (Carlton and Perloff 2015).

This advertisement can be taken for an example for good example. This is a cause advertisement where the ill effects of smoking have not been given in full detail yet it is very clear that it is fatal. The message is short and yet very persuasive. The best thing about the advertisement is that, it has been used in a billboard where it is available to all the people of the city. The location is perfect for the cause advertising; all will see it. Another thing is that no audience stands and read advertisements on bill boards, they see it while they pass, so the message should be short and yet effective and this particular advertisement has kept this thing in mind (Hackbarth Silvestri and Cosper 2015).


According to the stage five the above advertisement is considered as the bad advertisement as it is less informative. However, a good advertisement always includes more information, from which a person get clear idea about the product or service. Therefore, it is important for an organization to use proper way during the advertisement process (Carlton and Perloff 2015). Hence, it is important for the organization to give detail information regarding the service during the advertisement as it will give a clear idea regarding the service to the customers.

The above advertisement is an example of good advertisement as it includes a depth information about the service. However, the main difference of the good and bad advertismen is the information related to the product or service. However, if the customer get proper idea about the product or service through the advertisement then they are easily attracted towards the service. The above advertisment includes the product category, product featurs, contact details of the organization. Product feature is an important part of the advertisment as through this the customers get a preliminary idea regrding the service and product (Crawford 2017). Based on this they take decision about their purchase. Hence, it is justified that this advertisment is an improved version of the previous advertisment as it gives a clear idea about the service that can easily attract the customer concentration.

References

Alhabash, S., Mundel, J. and Hussain, S.A., 2017. Social Media Advertising. Digital Advertising: Theory and Research, p.285.

Baack, D.W., Wilson, R.T., van Dessel, M.M. and Patti, C.H., 2016. Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, pp.169-177.

Carlton, D.W. and Perloff, J.M., 2015. Modern industrial organization. Pearson Higher Ed.

Crawford, R. ed., 2017. Global Advertising Practice in a Borderless World. Taylor & Francis

Hackbarth, D.P., Silvestri, B. and Cosper, W., 2015. Tobacco and alcohol billboards in 50 Chicago neighborhoods: market segmentation to sell dangerous products to the poor. Journal of public health policy, 16(2), pp.213-230.

Huertas-García, R., Huertas-García, R., Lengler, J., Lengler, J., Consolación-Segura, C. and Consolación-Segura, C., 2017. Co-branding strategy in cause-related advertising: the fit between brand and cause. Journal of Product & Brand Management, 26(2), pp.135-150.

Ling, P., 2017. Advertising in Singapore: regional hub, global model.

Pomering, A., 2017. Communicating CSR Through Corporate Image Advertising. In Handbook of Integrated CSR Communication (pp. 171-190). Springer International Publishing.

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