Advertising and Sales Promotion - Assignment Example

Introduction Marketing can be defined as an organizational function and a set of processes for communicating, creating, implementing and delivering value to customers and for managing customer-business relationships in a way that will benefit both the organization and the stakeholders involved. Such processes succeed in moving people closer to making a decision to purchase and facilitate a sale. Advertising is part and parcel of marketing strategies. (Baker, 2000) It is a way through which Companies make their products or services known to target customers. In advertising, consumers are persuaded to purchase products or services of a particular organization. Companies use different media to carry out their advertisements. The choice of media in advertising depends on the target group that a Company wishes to appeal. (Blythe, 2001) They include billboards, internet, newspapers, magazines, radio, and television. This paper will generally handle advertisements in Motorola United Arab Emirates Company. It is an overall review of its advertisements. There is further analysis concerning the Company’s advertising strategy as depicted in the advertisements. (Phillips, 2005) Motorola Company advertisements Motorola Company is known to deal with various products and services. They include networking systems, mobile phones, micro-processors, embedded systems and tow way radios. This Company is known to produce a wide variety of mobile phone handsets that also have entertainment bases. (Mark, 2001) This has played a great role in improving the Company’s overall market share. Analysis of this Company’s advertisements shows that it has used different types of advertisements in order to appeal to its target customers. HelloMoto Advertisement Source; Jonathan, C. (2006): “HelloMoto” Tour UAE introduced by the MotoBus retrieved from www.mobile88.com/ accessed on 24th May, 2009 This is one of the advertisements that Motorola Company used to market its mobile phone handset. In this advertisement, a bus is covered with a thin paper showing people who are calling their friends using Motorola handset. It is very important to note that the people shown on the paper are young. This shows that the Company targets a large number of young people as compared to other age groups. (Phillips, 2005) The red color used in this advertisement is very bright and appealing to the eye. The bus also has the word ‘HelloMoto’ clearly written and therefore someone could easily notice it from afar. Analysis of this advertisement shows that young female employees in the UAE Company were highly incorporated in the advertisement. (Phillips, 2005) This shows that the target market for the Company is young people. They were all dressed in red tops and black trousers which are appealing to youths. The Motorola Company employees went around major towns in UAE advertising their mobile phone handset. There was a public address system that was used to inform onlookers and people in the vicinity concerning the Company’s products. (Phillips, 2005) Analysis of this advertising strategy shows that it was very creative. This is because it was in a position to attract consumers’ attention. This was more so because of the colors that were used. The branding on the Motobus was very clear and therefore potential customers could read from afar. HelloMoto slogan used by the Company in the advertisement is very catchy. (Phillips, 2005) The way the Company decided to use only young female employees was very unique. It could however send across a wrong notion that the Company’s products highly appeal to young ladies only. This advert is a strong strategy because it shows people enjoying communication using their Motorola handset. It gives potential customers the feeling of better communication when they use a Motorola mobile phone handset. (Mark, 2001) Analysis of this advertisement shows that it resulted in improved sales for Motorola Company in United Arab Emirates. This was after carrying out a return on investment analysis. It was noted that after this advertisement, the Company’s sales increased by ninety percent. This was a boost to the Motorola Company’s profits. (Phillips, 2005) Television advert Source; Harry, G. (2008): Motorola products; retrieved from www.motorolaco.com; accessed on 24th May, 2009 Motorola Company also carried out a television advert. This advert showed a lady who could probably be in her twenties using a Motorola cell phone. There is also a handset shown in the background. The advert also has the words; ‘obeymemoto’ written in capital letters. This was a strong strategy because it was able to reach a wider population across geographical boundaries. (Phillips, 2005) The advert was aired at times when many people were watching television. This included time between renowned programs and before news broadcasts. This enabled the Company to reach out to many people of all age groups. This is because families watch televisions during such times. (Phillips, 2005) Analysis of this advert shows that it did not involve a lot of creativity. The advert is so plain with a lady using a Motorola phone. The lady’s pose is however very catchy and it is not easy for someone to ignore it. The lady in the advert has modern looks and this gives the Company’s product a class among modernized people and those with a high income level. The pose of a lady in the Motorola advert is quite figurative. The facial expression embraces all the elements of Motorola phones. This can therefore be termed as figurative dominance in the advert. This advert also creates some form of idolization of the phone hence many people regard it with high esteem. The target audience for this Motorola advert cuts across all ages but tends to lean towards the youth. The Company needed to have something that would attract the eyes of their target audience who are the youth. (Mark, 2001) This could have been easily achieved by using a unique word. The word used in the advert; ‘obeymemoto’ cannot easily be read and even after someone reading it, it doesn’t make a lot of sense. In fact it gives the audience an impression that the phone is not working well so the lady is commanding it to obey her. This can therefore be termed as a weak advertising strategy. Branded merchandise and celebrity adverts Source; Harry, G. (2008): Motorola products; retrieved from www.motorolaco.com; accessed on 24th May, 2009 Motorola Company in United Arab Emirates also uses merchandise to advertise its products. This Company gives celebrities it’s branded T-shirts and as they perform they also advertise the Company. This type of advertising bases on celebrities’ popularity, money, fame and power. (Mark, 2001) In this case, Motorola Company gives famous athletes their branded T-shirts. They wear them during performances and this makes their fans also adopt using Motorola products. Their fans assume that celebrities use the Company’s products. The audiences usually figure out that celebrities have become who they are because of using the Company’s products. This therefore results in celebrities’ fans buying Motorola phones among other products. (Baker, 2000) Analysis of this type of advertising shows that it has been very effective. This is because whenever athletes in UAE win while wearing Motorola T-shirts, fans embrace the Company’s products like phones and radios etc. Sometimes the games are shown on television and this makes the Company to reach a wide population across geographical boundaries. (Baker, 2000) Whenever such tournaments are not aired the Company only reaches a small group of people. This form of advertising can also work to the detriment of a Company if celebrities don’t perform. If an athlete or a football team does not win yet they are wearing Motorola T-shirts, it makes people not to want to associate in any way with the Company. This can even lead to reduced sales. These T-shirts have a Motorola Company’s logo which makes people to notice it from afar. It also enables the Company to reach people of different age groups. This is because most games or tournaments have fans of different ages both the young and the old. (Blythe, 2001) Online advertisements These advertisements have become very common in the twenty first century. Motorola Company in United Arab Emirates also carries out online advertisements. These are done on the Company’s website. They mostly include various products that are sold in the Company. It is a very efficient and effective way of advertising because it reaches a very wide population. Many people are currently connected to the internet and therefore they can access the Company’s website anytime. (Blythe, 2001) Analysis of Motorola’s Company advertisements shows that are carried out online shows that they are user friendly. It is very easy for someone to compare various types of products as displayed on the Company website. These advertisements also have prices clearly labeled below or above every product. This enables users to choose products that they can afford. (Baker, 2000) Through the Company’s online advertisements, one can order for a specific product shown. This is quite advantageous because not every person can travel to the Company’s premises in United Arab Emirates. This type of advertisement strategy is therefore customer friendly. The picture below shows one of the advertisements in the Company’s website. Source; Harry, G. (2008): Motorola products; retrieved from www.motorolaco.com; accessed on 24th May, 2009 The colors used in this advert are very bright and therefore they can easily attract attention from online users or browsers. This strategy is however limited in the sense that it can only reach people with access to the internet and those who can read. This means that it is not very easy for people in remote areas to get to know of such an advertisement since they can’t access internet. Conclusion Advertising is a way through which organizations make their products known to the audience. There are various ways through which organizations advertise their products or services. Motorola United Arab Emirates Company has had various advertisements. This includes the use of bus adverts, television adverts and celebrities’ adverts and even online advertisements. All these advertisements have played a great role in making the Company’s products known both in UAE and in global markets. The bus advert was creative and the choice of colors catchy for their youth target. This increased the Company’s sales and profits. Television advert was not so creative but helped reach a wider population. Use of celebrities in advertising enabled the Company to market its products to the celebrities’ fans. These are people of all age groups. Online marketing is quite flexible and the Company changes its outlook often in order to reach appeal to a large number of people. It allows the user to compare prices and even order online. This has also enabled the Company to sell its products across geographical boundaries. Overall overview of the Company’s advertising strategies shows that it has really tried to reach its target customers who are mainly youths. Read More