Marketing and advertising essay Example | Topics and Well Written Essays - 2000 words

Marketing and advertising - Essay Example several options available to them – the internet, the newspaper, buzz marketing or viral marketing, events, public relations or even through direct mail. Today even the human body is used as a bill board (Newman, 2009). Media planning would again differ for established brands and for new product launches. The entire strategy can be different depending on that target market and the product positioning. Reliance on traditional media is decreasing because marketers want a direct relationship with the consumers. This is the reason that Proctor & Gamble (P&G) has been experimenting with viral marketing. P&G is an established brand and can afford to take such risks. When they found selling coffee to the youth was difficult through the traditional media, they place video clips on Web sites like adcritic.com, boardsmag.com, buzzpatrol.com, and YouTube.com (Vollmer and Precourt, 2008: 52). After the ads are placed agents are employed to spread the buzz about the product through their own social network (SD, 208). The process is not costly but requires creativity and innovation. While this media is very quick at spreading the good word, adverse publicity is spread equally fast. A new product would first try to penetrate the market but established brands like P&G seek long-term relationship with the customers. For a new product launch, if the negative publicity marks the beginning, they sta nd to lose the market share. An established product has mush less at risk in using this media. An established brand is as concerned about which media the competitors use as the new product launchers would be. For instance, Levi decides on its media and the budget with rival expenditure in mind. In advanced countries TV is the dominant advertising media and is heavily used by Lee Cooper and Wrangler and hence Levi’s too has to follow suit (Vrontis & Vronti, 2004). However, Zara, the Spanish clothing company, since inception, has not spent on advertising and the media. No billboards