The paper "Advertising Effectiveness for FedEx" is a great example of a marketing case study. FedEx is an international courier organization that is involved in the provision of road, water and air distribution and logistical services using a very established delivery and pick up networks. FedEx uses advertisements a lot in the process of publicizing its business around the world. Advertisements have been very important in ensuring that the company remains in business as one of the best. In this paper, a number of issues on FedEx are discussed. Advertising can be used in many ways to play with the psychology of potential customers just to convince them that the products of a particular company are the best.
FedEx uses print adverts and online advertising as some of its most effective strategies. Current advertising strategies used by FedEx have a number of strengths and weaknesses which must be looked into. In order to increase the effectiveness of advertising a number of actions are recommended within the paper. They include intensive and aggressive campaigns and exploration of new strategies that are yet to be put to use.
Based on the current levels of brand recognition and recall the company will need to become more aggressive in order to capture exploit all the potential it has. 2.0 FedEx’ s use of advertising to persuade a target marketFedEx makes use of advertising since the role of advertising is to persuade the target market. It achieves its objective in a number of ways. With advertising, the company identifies its products and services as different from the others. Through this, the product is presented as having a unique personality or identity.
The important thing here is to convince the target market that its products are better than any other are that they should go for them. Customers are then made aware of the existence of the products and their chances of picking them are increased. Through advertising, the company gives information concerning its products Percy, Rossiter and Elliott (2005). This information is about the attributes of the product and where the customer can get them. When a customer has positive information about the product than making a decision in favor of the product is not very hard.
This is very true for people who have no other information form rival companies. The company does persuasion of the market by inducing the customers to attempt using the new product and also reuse the available product besides trying them for new uses. The company in its creativity uses ordinary things to pass its message. A dog has been used in one YouTube advertisement to convince the market of the trusted solution to delivery problems that are found in FedEx.
The dog passes the message of speed in delivery of items. 2.1 Most effective advertising strategiesAdvertising strategies used by FedEx differ in the way they affect the behavior of the market being targeted. The company has used the print media for a long time because it is one of its most effective strategies. It has worked well in the United States and has also been exported to China which is a newly emerging market Hills (1997). The strategy has been sold aggressively in China and its fruits were seen when FedEx beat UPS, a rival company in market share.
FedEx invests heavily takes higher risks. Another strategy employed by the company is sponsoring sports events and activities. This has helped to advertise the company as one that is concerned about investing back into the community.
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