Marketing of the firm’s product is important in order to increase the sales of the company. Currently, small or big organizations are experiencing the difficulties in the choosing appropriate method of advertising. A marketer should balance between the target audience and the cost of advertising media. Understanding market segmentation regarding the demographic is vital. Demographic ensures the marketer come up with clear marketing plan of the marketing process. Basing argument on the hemorrhoids medication, targeting users will be a direct or indirect method. Therefore, this essay will focus on the advertisement of the medication and hopefully come up with a clear plan on how to carry out promotion process.
Advertising objectives can be short term or long term. Therefore, for the organization to succeed in certain advertising, managers should know the type of the allocation company need. The market should identify specific and right consumer who requires the product that firm intend to provide. One short term objective of an advertising campaign is getting the attention of the customers. Marketers should use relevant picture, color, diagram to attract potential customers (Baker 2014). In the pharmaceutical industry, the campaign team should use a strong headline and make a statement that attracts both existing and prospective clients. Secondly, replacing the loyal customers; users changes brand and therefore in the advertising campaign, its importance to attract the hemorrhoids users again. Hemorrhoids product for the company will be through the social media such as Facebook and Twitter.
The third objective is prompting immediate action; a company should incorporate information that people will conceptualize in a short time interval (Fifield 2012). For instance, in the marketing of medication, an advertising campaign can decide to offer a free product or provide other types of product alongside the drug. Additionally, the advertising team can communicate to the customers that they have limited supply of the product.
Building brand awareness is vital in the objective of the campaign (Armstrong et al. 2014). Usually, calculation of the brand image is through percentage. For example in the advertising of the hemorrhoid medication, 100 people out of 1000 identify the brand name. Therefore, it means the hemorrhoid products have 10 percent brand awareness.
Lastly, an importance of the advertising is to increase sales and increase the profit margin. In the marketing, it is vital to allocate a particular percentage of sales in the campaign budget. Allocation is importance since the end user should try the product first before the actual sale of the product.
Communication of the hemorrhoids medication will best sell if there is employing of the direct to consumer drug advertising (DTCPA). Although FDA prohibits the using of the DTCPA in most of the countries such as Canada, the method can increase the sales and create brand awareness. There are different categories of the advertising .Help-seeking is where campaigning team only provides the information about the medical; condition and persuades the users to seek medical attention (Dávila 2012). Second is reminder where the advertisers include the product name and its strength, dosage and price. Lastly is the product claim where the promoter mentions the product and safety.
In the promoting hemorrhoids, sales personnel will deliver promotional brochures to the health care services so as to give patients as they come to buy the medications. Marketers will create more product image by using channels such as print like newspaper or magazines. Also internet, radio and mass media (direct mailing and billboard) will have large impact on the brand awareness. The advertising team will also include the digital promotion such as websites, Facebook and Twitter and online display promotion. Finally, for hemorrhoid to sell more and create good brand awareness, the product will be advertised in the advergame which is video games in children (Foxall 2014). Children have vast online knowledge comparing with their parents. Children are the future consumers, and more importantly, they have impact in the adult purchasing behavior.
Demographic segmentation regarding age, race, income, mobility, education, employment status and location is important in the marketing strategy of hemorrhoids medication. Marketers should relate all the factors to come up with a comprehensive marketing plan. Marketers determine the segments and subgroups in the population of a particular area. Secondly, marketers should create and complete the images characteristic of consumers in a particular section (Hanafizadeh 2012). Therefore, demographic helps in understanding the loyal customers, identifying new opportunities and creating unique selling points. Finally, managers use demographic to increasing the sales and return on investment.
|
Total marketing expenses |
100% |
|
Brochures |
17% |
|
Online advertisement |
12% |
|
Television |
30% |
|
Trade shows |
9% |
|
Sales training |
9% |
|
Magazines |
8% |
|
Promotional stuffs |
15% |
Marketing vehicle is the method a firm uses to deliver the information to the target customers.
Company’s objectives determine the choice of the media vehicle. Increasing sales and profits, creating prestige, informing, convincing and reminding are some of the consideration company makes when choosing the advertising media
The financial position of the company and the media cost determine the choice of the advertising. Radio, televisions, and films are costly and preparing the advertising copy and buying time (Armstrong 2012). The cost of the preparing the print media are cheaper comparing TVs and radio.
Numbers the company intends to reach will determine the company advertising method. For the hemorrhoids to reach many consumers, television will be appropriate because it has more exposure in a specified time interval (Horner and Swarbrooke 2016). Variables such as frequency, reach, impact determines the media cost effectiveness.
Type of the buyers and conditions under which information reaches the customers determines buying behaviors. Classification of the client according to the market segment is important (Jobber and Ellis-Chadwick 2012). Additionally, customers tend to get influence according to the mood and interest .Advertising the product in between the outstanding program will ensure more customer coverage.
The frequency of the adverts in the advertising media determines the choice of the media. The more the advertisement of the drug the more customers conceptualizes the advert. Past experiences in the marketing of the product with similar media will affect the choice. Firm advertising campaign might consider the experience other pharmaceutical have with media. Additionally, company will become selective on a particular advertising media because of the experience with the press. Lastly, type of the product, time and place, government regulations, effectiveness and availability of the choice media determines the selection of media
In advertisement of the hemorrhoids, television is appropriate channel to user. Television is widely used in the publication because of the uniqueness and covers wide range of audience at the same time.
Lower cost and mass coverage
Televisions, due to usage by all age group, it can reach too many people. Wide coverage is achievable if the advert is done at the appropriate time like during the viewing of appropriate program or during the news briefing.
Selectivity
Even though the target audiences in television are broad, they adjust the airing of the advert depending on the nature of the programming, time of the day and week. Therefore, stations will bring the advert at the right time for the audience to internalize.
Impact
The ability of the station to incorporate the color and motion of the picture enables it to demonstrate the action than any other advertising media. Therefore, in an advertisement of the hemorrhoids describing the usages and the impact of the using will increase the brand awareness of the audience.
Creativity
Due to the combination of the sound, color, images in the motions creates imaginative appeal to the audience.
Social dominance
Families have grown up with television as a source of information to them. Thus, television has forces behold prestige and impact.
Media buying
Media buying is the process of buying the space and time in the press house. Media buyers consider the demographics, geographic, psychographics, pricing rates and format correlating to a particular key performance indicator (Lilien, Rangaswamy and De Bruyn 2013). Media goes through the stage of the marketing plan which depends on the target audience, budget, market target and the type of the medium.
Importance of the negotiating with media vehicle
Negotiation ensures a better saving deal with media house due to the press relationship and media clout. The organizational marketer will get the best expertise from the media personnel who have a vast of knowledge. Through negotiation, it can create a good relationship between the media representatives and the clients (Tanner and Raymond 2011). Negotiations ensure efficient delivery of the services and achieving best results in the press campaign. In a case of the change in the customer’s behaviors or competition, media representation can adjust the media plans. Negotiations ensure reaching of the best rates and the proper advertisements positioning of the adverts. The consultation ensures identification of the target audiences and how to communicate with them in a particular media campaign (Linoff and Berry 2011). Through negotiations, media planners and media managers coordinate together.
Factors to consider when negotiating
Media clout: in the media talk, the more volume agency has, the more the bargaining power on the negotiation table. Therefore, masses tend to speak the terms.
Setting a base rate; during the advertising, it is important to know the amount one will spend in an individual media channel. A marketer is aware of the minimum expectation regarding the value additions and discounts.
Media commitment: marketer will reap big if they show commitment to the media representatives. A long-term relationship will create good rapport and marketer will get a good result in term of the advertisement. Value additions: marketer of the company should look for the additional value such as content integration, program sponsorship, and more airtime. Sponsorship: in a proper and well-rated program. A marketer ought to look for the firm support rather than payment of the premium (Schiffman et al. 2013). Acquiring ideas from the media owners: marketer listening to the proprietor of the media house will enable them to achieve big in the deal.
Speed
Monitoring is necessary in the case of the large-scale campaigns. Media channel will take time to deliver the required information to the target audience (Solomon 2014). Therefore, the media with high speed will cost highly, while the slow media channel tend to be cost effective. Hence, the marketer should weigh between the cost effectiveness and speed of the delivering the message to the customers.
Data privacy
Marketers should negotiate on the handling of the sensitive information of the company so that data does not get to the hands of the third party.
Creativity
The advert one intends to should have the creativity to distinguish it from the rest. It is important to collaborate with right media in order reach to the target audience in a cost-effective way.
Expertise
Media channel agencies have trained media buyers whose work is to deliver efficiency to the media budget of the client. They are experienced since they face the same kind of the problem in their daily activities.
Efficiency
Media channel possesses the right tools in the third party services. Therefore, they can deliver with a minimal problem because of the resources and expertise they possess.
Children are regarded as the future consumer and affect the adult purchasing decision. Therefore, a marketer should not air bad advert product to the children. Children are hard to conceptualize the online adverts, especially in the branded video games (Smith 2014). Thus, media vehicle and marketer should consider ethical and legal issues when crafting information to the consumers.
Another problem is the truth in advertising; marketers should have proven claim in the advertising. According to the federal trade commission act, defines unfair advertisement as one which causes certain and substantial injury to the users when using the products (Smith 2014). Advertisers will use adverts with an emotional appeal to the less educated people .Also advertiser should not use the deceptive and manipulative method to win the trust of the consumers.
A marketer can decide to conduct a survey by direct interviewing or giving out questionnaires. Marketers should notice the customers increase if the advertising method was effective and efficient. A marketer should track the area with high customer awareness so as to help in the next advertising strategy. If the client’s feedback is positive regarding the medication, improvement in the sales and business image, then the advertising method is efficient. Marketer can create a referral program for the customers. It entails awarding of the gifts and other bonus to the clients who bring another new user to the firm (Shimp and Andrews 2012).
Conclusion
Clearly, advertisement of the product is step by step process. Before starting the marketing strategy; marketer should analyses the current situation of the organization accordingly. Target audiences are also crucial when deciding the appropriate method to use in advertising. Cost effectiveness and mass coverage to the intended group show the best outcomes.
References
Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2014). Principles of marketing. Pearson Australia, pp.18-20.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2012). Marketing: an introduction. Pearson Prentice-Hall, London, pp.39-43.
Baker, M.J. (2014). Marketing strategy and management. Palgrave Macmillan, pp.29-31.
Dávila, A.M. ( 2012). Latinos, Inc: The marketing and making of a people. Univ of California Press, pp.150-151.
Fifield, P. (2012). Marketing strategy. Routledge, pp.98-99.
Foxall, G.R. (2014). Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide (Vol.3). Routledge, p.103.
Hanafizadeh, P. ed. (2012). Online Advertising and Promotion: Modern Technologies for Marketing: Modern Technologies for Marketing. IGI Global, pp.161-165.
Horner, S. and Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge,pp.121-122.
Jobber, D. and Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education, pp.184-185
Lilien, G.L., Rangaswamy, A. and De Bruyn, A.(2013). Principles of marketing engineering. DecisionPro, p.19.
Linoff, G.S. and Berry, M.J.(2011). Data mining techniques: for marketing, sales, and customer relationship management. John Wiley & Sons, pp.177-177.
Schiffman, L., O’Cass, A., Paladino, A. and Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU, pp.155-157.
Shimp, T.A. and Andrews, J.C. ( 2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning, pp.302-305.
Smith, M.C. (2014). Principles of pharmaceutical marketing. Routledge, pp.133-139.
Solomon, M.R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall, pp.44-49.
Tanner, J.F. and Raymond, M.A. (2011). Principles of marketing. Irvington, NY: Flat World Knowledge, pp.106-109.
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