Contemporary Marketing Portfolio - Case Study Example

However, some marketing strategies seem to be manipulative that more discriminating consumers see through their intentions. Shrouded in an interplay of colors, music, drama, and other special effects, an ad invites viewers to watch and be entranced by the visual and auditory attraction while they deliver the message to the consumer that they need to move and make a purchase… That what is being sold is what they need. That is the idea behind marketing. However, if the product being advertised is something innately unhealthy but packaged in a way that is good for consumers, then ethical considerations need to be raised.

The point raised by one student that marketing provides options to consumers proves that they are still in control of the choices they make. The effectiveness of marketing strategies employed can determine if consumers are well-persuaded enough to part with their hard-earned money in exchange for the advertised product or service. One strategy is to play on their emotions, self-esteem, and motivations. For example, an insightful student remarked that advertisements can convey the message that if the product is bought and used, it will give consumers a good image… it can fulfill their dream of owning a much-desired possession… it will attract more people to them… the list goes on, but the bottom line is coaxing the market to give in to their sales pitch and garner some profits.

The satisfaction of the customer with the product is another story.Sometimes, the original purpose of marketing, which is to provide the service of informing customers of available products and services that meet their needs, becomes overshadowed by the competitive drive to crush the competing product. There are even some cases wherein it is apparent that the main message of the ad is that it is better than the competition. There is no problem in promoting the high quality of a product and showcasing its superb features, but when it goes down to debasing another brand, it becomes foul play.