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The Role of Advertising and Promotion in Competitive Advantage

   

Added on  2019-12-03

18 Pages4877 Words158 Views
MarketingLanguages and Culture
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Word of MouthAdvertising1
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4The usefulness of Word of mouth in the market..........................................................................4Effectiveness of WOM in the market........................................................................................10Comparison with other form of communication........................................................................12How it can be applied................................................................................................................14CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................172
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Illustration IndexIllustration 1: Word of Mouth..........................................................................................................6Illustration 2: ATR Model...............................................................................................................7Illustration 3: AIDA model..............................................................................................................93
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INTRODUCTIONIn the contemporary scenario, the internet has changed the way of doing businesses aswell as it also plays an essential role advertising and promoting the business and their products inthe worldwide market (Balter and Butman, 2005). Verbal as well as written praise by thesatisfied customers to the prospective customers is considered as the effective form of promotionthat is often known as Word of mouth (WOM). The present report is being carried out tomeasure the usefulness as well as effectiveness of WOM in the foreign marketplace. As, China isone of the emerging economy in the world thus, advertisement under the economy will prompttheir customers to purchase the new products. However, the report will also compare thepromotional tactics Word of mouth with the other forms of communication like advertisementand direct marketing. The effectiveness of WOM and other promotional strategy would also beevaluated as it help the organization in achieving common aim of the company and buildinggood relationship with customers. Furthermore, the report will also study different other form ofcommunication that result in persuading the customers to purchase the company products andservices. The usefulness of Word of mouth in the marketIn the contemporary business environment, for being prospering in the competitivemarketplace the establishment must concentrate on impressive publicity and promotions of theirproducts and services (Clow, 2007). These are also required for every business organization sothat, they can desire success in the contemporary environment. In the contemporary environmentpromotions and advertising techniques are consider as the significant aspects that assist thebusiness organization in communicating the information to the target audiences. WOM isconsidered as an effective form of advertisement that assist in spreading the marketing messageand information from individual to individual (Ewen, 2008). However, it is also known as unpaidform of communication through internet medium, verbal communication or via text message. Itmay be done with the help of face-to-face interaction, via blogs, on-line shopping sites,Facebook etc. As, China is among emerging economy with highest rate of population thoughusage of word of mouth advertisement is an cost efficient method for promoting and creatingawareness among the brand within the China market. 4
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