Essay on Branding and Communication

Today, as businesses endeavor to remain relevant amid the prevalent global competition, effective marketing strategies become imperative. The global competition emanates from globalization, a concept that can commonly allude to the process by which distinctive economies and social constructs turn out to be all the more nearly coordinated, and simultaneous with expanding comprehensive globalization (Nilson. 2010, 1191). Along the lines of an extensive variety of particular political, financial, and social constructs, the term globalization has rapidly turned out to be a standout amongst the most in vogue trendy expressions of modern literature CITATION Far11 \l 1033 \m Jos10 (Irani & Noruzi, 2011; Ocampo, 2010). In the business domain, globalization frequently incorporates the quest for free market frameworks on the global spectrum, the developing strength of western types of political, monetary, and social life, and the internet revolution. As a result, the effects of globalization are mirrored in marketing strategies as businesses strive to acquire a competitive advantage both on the local and global boundaries. Succinctly, marketing alludes to the process, set of establishments, and procedures for developing, communicating, and offerings that have an incentive for consumers and all stakeholders (Gronroos. 2014, 52). Today, advertisement accounts for a significant aspect of modern marketing. Subsequently, this paper endeavors to take a gander at the advertisement, its dynamics, and effect on competitive advantage. In so doing, the paper will explore a newly created television commercial with the end goal of justifying the chosen advertisement as an efficient marketing tool position to bolster the brands competitiveness.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

According to Kotler (2011), marketers in the past have constructed their procedures on the presumption of unbounded assets and minimal environmental effect. With the developing acknowledgment of limited assets and high ecological costs, advertisers need to reevaluate their hypothesis and practices CITATION FTR10 \l 1033 (Rothaermel, 2010). They have to reexamine their approaches to product improvement, pricing strategies, and branding. Furthermore, recent financial crises have included another aspect of alarm as customers conform their ways of life to a lower level of pay and spending. Organizations must adjust all the more painstakingly their development objectives with the need to seek after sustainability (Kotler. 2011, 5). Thus, expansion consideration must be accorded to utilizing de-marketing and social advertising intuition to meet the new challenges. Similarly, the yellow sausage adopts a modern approach with the end goal of attaining marketing sustainability. The 30second TV commercial is set to bolster the brand and increase awareness across the board. Be that as it may, despite the incorporation of some aspects of mass marketing, the commercial mainly targets families with children, hence the fusion of a fun-themed approach. Thus, the utilization of a fun-themed approach, an outdoor distribution style, coupled up with a memorable slogan, will raise awareness of the brand among the target audience.

Effective advertising could promote lead to a possible competitive advantage CITATION RSe09 \l 1033 (Sethuraman & Tellis, 2009). This correlation is apparent through the ads adoption of a dynamic model of advertising where the brand will repeatedly be run, competing in the product market. Inside this dynamic system, there are important models of marketing. First, advertising impacts the goodwill that customers attach to a brand. Additionally, the advertisement will heighten the number of consumers who are aware of the brand. Consequently, the asymmetries between goodwill advertisement and heightened brand awareness may also emerge, endure under goodwill and also awareness promoting. Be that as it may, the reason for a marketing advantage, diers significantly in the two models of promoting. Whats more, through effective advertising, the firm will be able to create a long-term framework because the advert will act as a stepping stone and a foundation to introduce the brand to the market and grasp a target market. From this point henceforth, product development and comprehensive approaches will be easier.

According to Hoskins & McFadyen (2001), utilization of Porters Competitive Advantage framework depicts TV advertisement as a sustainable broadcasting environment. For instance, the recent decades have seen the United States overwhelm the global trade TV programming. Precise measures are difficult to ascertain, but it is approximated that the U.S. represents close 75% of the global TV exports while the more great media outlet had net exports of more than $5 billion (83). Thus, utilization of Porters competitive advantage mirrors how changes in the broadcasting domain are probably going to influence this predominance. These progressions incorporate the new distribution innovation which is prompting to the quick extension of TV signal scope in the Third World. In light of this comprehension, the yellow sausage advert positions the brand on a sustainable marketing path.

In synopsis, effective advertisement ensures that the consumers recall the brand CITATION Shr11 \l 1033 \m Dav11 (Sridhar, et al., 2011; Dubois & Rucker, 2011). Successful implementation of this commercial will reach the targeted consumers and inform them of the brand. In so doing, the ad will catch the potential customers attention and lure them to the brand. Furthermore, regardless of the promotion channel, a marketing strategy ought to be clear and reliably mirror the unique positioning of the underlying brand. Thus, the assimilation of this TV commercial and a couple of other marketing mix strategies is set to produce a plausible marketing advantage of the brand.

References

BIBLIOGRAPHY Dubois, D. & Rucker, D., 2011. From Rumors to Facts, and Facts to Rumors: The Role of Certainty Decay in Consumer Communications. Journal of Marketing Research, 48(6), pp. 1020-1032.

Gronroos, C., 2014. Defining Marketing: A Market-Oriented Approach. European Journal of Marketing , 23(1), pp. 52-60.

Hoskins, C. & McFadyen, S., 2001. The U.S. Competitive Advantage in the Global Television Market: Is it Sustainable in the New Broadcasting Environment?. Canadian Journal of Communication, 16(2).

Irani, F. N. H. A. & Noruzi, M. R., 2011. Globalization and Challenges; What are the globalization's contemporary issues?. International Journal of Humanities and Social Science, 1(6), pp. 216-218.

Kotler, P., 2011. Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), pp. 132-135.

Nilson, T., 2010. Good for Living? On the Relationship between Globalization and Life Expectancy. World Development, 38(9), p. 11911203.

Ocampo, J. A., 2010. Rethinking Global Economic and Social Governance. Journal of Globalization and Development, 1(1), pp. 1-20.

Rothaermel, F. T., 2010. Incumbents advantage through exploiting complementary assets via interfirm cooperation. Strategic Management Journal, 22(7), p. 687699.

Sethuraman, R. & Tellis, G., 2009. An analysis of the trade-o between advertising and price discounting. Journal of Marketing Research, 28(2), p. 160174.

Sridhar, S., Mantrala, M. K. & Thorson, E., 2011. Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence, and Application. Journal of Marketing Research, 48(6), pp. 929-943.