The paper "Market Orientation and New Product Performance" is a great example of a Marketing Assignment. An excellent strategy will yield a profitable direct response from the radio campaign for San Remo. However, the radio commercial piece must be insightful where we must ascertain that different concepts have interacted for successful radio advertisements as elaborated below: Voiceover talent and production value: Though these two might not be the most important element to make the ad great, they will be the end product that will be assessed by our customers to “ like” and be attentive to the advert.
Booher (2015) argues that past researches testing radio adverts confirms an inverse relationship between ad performance and production value. However, we have to look beyond production value to ensure it will generate its main objective which is the response. To do so, we will ensure that good production value does not distract us to develop an ad that does not stand out. In turn, production and voice will aim at catching attention; enhance believability and ensuring that the message is easily ingested by targeted listeners. Distinct offering: we have already confirmed that the market is very competitive for pasta products.
In turn, distinctive applies to the benefits of our products which we have to combine with the creative approach and the offer. Unlike the markets where there are various similar products, we will easily come up with something new to tell the customers. Effective emotion-logic interplay: The ad will have emotional appeals at some point and logical appeals in another and ensure they flow accordingly. Both are appropriate and potentially capable of triggering a massive response. Booher (2015) argue that few people make a purchase decision solely on emotion or logic.
From personal experience, emotions trigger a desire to purchase a product but then when do the actual buying, logic help to rationalize the emotional decision. Articulation: As Martí n-Santana, Muela-Molina, Reinares-Lara& Rodrí guez-Guerra (2014) observes, there are various ways a message can be expressed to ensure that any person will get the message across. However, this ad will settle for the optimal one with a combination of elements to get in the minds of our targeted customers.
For instance, the ad might change one word, a phrase or ask a provocative question to have a larger impact on ad results. A good example of this ad can be “ Is the wrong meal slowing you down? ” Additionally, it will use a specific language to make our idea strong. For example, “ product X does Y” . Simplicity: we have fifteen seconds and it is overwhelming to put too much into an ad for the listener. In turn, we will avoid sensory overload. Sound elements: Since this will be a radio ad, we must aim at creating a mental picture by showing them with sound.
Though it might be the hardest part of the ad, it can be impactful when done well. For instance, incorporating the yawning and stretching sound immediately after the above question. According to Mott (2014), a specific production technique determines the ad that stands out. In turn, it will catch the reality to enhance believability.
Adis, A, A, A, & Jublee, E, 2010, Market orientation and new product performance: The mediating role of product advantage, African journal of marketing management, 25, 91-100.
Booher, D, 2015, What More Can I Say?: Why Communication Fails and what to Do about it, Penguin.
Jacobs, R, D, 2011, May, Advertising Agencies and the Adoption of Radio: A Diffusion of Innovations Perspective, In Conference on Historical Analyses and Research in Marketing, New York.
Joshi, A, & Hanssens, D, M, 2010, The direct and indirect effects of advertising spending on firm value, Journal of Marketing, 741, 20-33.
Kurpiers, J, 2009, Reality by design: Advertising Image, Music and Sound Design in the production of culture Doctoral dissertation, Duke University.
Martín-Santana, J, D, Muela-Molina, C, Reinares-Lara, E, & Rodríguez-Guerra, M, 2014, Effectiveness of radio spokesperson's gender, vocal pitch and accent and the use of music in radio advertising, BRQ Business Research Quarterly.
Mason, A, & Green, T, 2011, Children, young people and the commercial world.
Mott, R, L, 2014, Sound Effects: Radio, Television and Film, McFarland.
Parente, D, & Strausbaugh-Hutchinson, K, 2014, Advertising campaign strategy: a guide to marketing communication plans, Cengage Learning,
Ross, L, Johnstone, M, L, & Gazley, A, 2010, The influence of perceived authenticity on attitudes towards the ad.
Yee, M, & Rashad Yazdanifard, F, 2015, How Consumer Behavior is Affected by Sight and Hearing in Terms of Promotion?, Global Journal of Management And Business Research, 154.
Ziff, R, 2011, The role of psychographics in the development of advertising strategy and copy, Marketing Classics Press.