The paper “ Character Hook Campaign and Advertising Channels to Enhance the Awareness on the Life Insurance Company“ is an actual variant of a literature review on marketing. Riggs, T. (2006) defines Marketing campaigns as the different ways used by a business to promote the products or services by enhancing awareness and attracting more customers by bringing them closer to the business. Developing and implementing a marketing campaign is costly, however, when the message is passed, and it will be beneficial to the business. Depending on the types of products and services to be advertised, a business can choose to use online and offline marketing strategies.
The online marketing strategies include the use of websites, emails and search engines to locate the information about the product or service. Offline marketing consists of television adverts, radio adverts or the use of flyers and newspapers. In this essay, we are going to analyze one of the marketing campaigns used by most businesses to enhance awareness of their products. The marketing campaign chosen is the use of the ‘ Character hook campaign’ for a life insurance cover.
This is a type of campaign that considers the use of a Celebrity to advertise the products. It is obvious that when customers, view him advertising the product or service, they will tend to be curious about the products or service and eventually develop an interest in them. Celebrity is used to give attributes about the brand and in this case, the advert will target all the segments in the market. Take, for example, the use of Ryan Gosling to advertise for a life insurance cover, you find that most people will be interested to know more about the service (Chaffey, 2012). The use of hook campaign has been discovered as interesting since people get attracted to the brands advertised by Celebrities.
This is because of the good attributes associated with the character in the advert and therefore the fact that Celebrity uses the brand, and people will tend to emulate them. Also, you find that this type of campaign is very effective especially to the young generation who give attributes to them. The positioning strategy that the company will adopt is the one that will focus on customer's attributes, the user application, and the nearness of competitors.
These strategies will help the company to position its services in a manner that will create awareness. Positioning the service considering the customer's attributes will enable the company to determine the taste and preferences of the customers and hence design the campaign to fit the taste and preference of the customers. Positioning according to the user application will help the company is preparing a plan on the specific periods when to change the marketing campaign and hence emphasize more on the attributes of the brand.
Positioning by competitors will enable the company always to work hard in trying to keep in phase with the competitors (Gospe, M. 2008). Marketing campaignFrom insight on Curtis, (2008), choosing an appropriate marketing campaign is important for passing a message especially on the improvement of the attributes of the brand; also, the message being passed should concern the new services in the market. When a company uses a character hook campaign it targets customers who are new in the market and it tries to convince them of the positive impacts associated with the service of having to cover their lives through ensuring their future.
It is, therefore, a strategy to attract and convince more customers on the attributes of the service and therefore the message passed should be more convincing. The Celebrity used in the advert displays a method of justification whereby he will talk about the service offered in the insurance company, and hence justifying the benefits of using these services. The strategy is a more convincing strategy because the customers will be convinced that the advertiser has insured their lives and therefore has endorsed its benefits by justifying through the attributes.
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