The most important idea in any marketing campaign

The most important idea in any marketing campaign

The most important idea in any marketing campaign is the ability of the campaign to communicate the required message to the relevant audience. This brings in the idea that integrated marketing communication is a basic idea that is applied in all advertisements. It is the integration of the marketing technology that is used in the advert to develop a language that acts in favor of the target audience. The target audience is unique to the type of advert being promoted since the aim of the promoter is to catch the eye of the targeted market audience. This can only be done through good communication. According to Rehman and Ibrahim (2011), this is a new strategy that is used today to grow the campaigns by promoting visual communication that relates the audience to the context of the advert and triggering the need for the viewer to take action. With the world in the middle of a serious health crisis, companies like ford are taking advantage to take their marketing capabilities to another level. Companies are adjusting to maintain the brand names in work by switching to provide services that are meant to ease the condition. Ford, for instance, shows an advert with food, mask, and other accessories that are relevant in t of the virus. For instance, an ad developed by adage shows a bugger, mask, and cleaning sanitizer to sensitize the need to take precautions to viewers to stay safe. The company has also dedicated its funds to supporting food programs.

According to (Arens & Weigold, 2017), market segmentation is the process marketers use to derive particular audiences for their specific adverts. The audience featured in this advert is the general public who are interested in buying automobiles. Covid19 is at its peak in most countries across the globe. The most concentration of people is to stay safe through protection using masks and regular cleaning using sanitizers. Another essential need of the citizens of the affected countries is food, which is also included in the advert. The advert is used to identify Ford’s aid to food programs in support of Coronavirus affected areas while encouraging people to stay safe by regular cleaning and wearing masks. The company, Ford, is not in any way associated with the production of the products indicated in the advert, but it is involved in the creation of public awareness and the support of the food programs to service the affected people. The brand name is strategically placed on one of the key items (Mask) to ensure that viewers will readily notice the name of the brand. This positioning allows the company brand to flourish. This is creating brand awareness without using the products produced by the original brand. Arens and Weigold (2017) indicate the importance of a growing brand image without necessarily using the brand’s products. The main goal of this campaign is to create brand awareness. The company, Ford, is making use of the global pandemic and its support towards it to create a global image. Since it is the most trending topic across the globe, the company is likely to be viewed by many people across the globe, sensitizing the global audience of the existence of the brand. This may see an increase in sales when the current situation is taken care of by the parties involved. I think the market for this advert was initially car buyers because the company being promoted is an automobile company.

Message strategy

According to (Arens & Weigold, 2017), the main aim of the integrated marketing communication design of marketing is to send a message to the viewer. In this case, the creator of the advert has to make sure that at least the advert sends a specific message to the viewer. There are different sets of messages that are conveyed to the viewer. They include planned messages, service messages, product messages, and unplanned messages..

Planned messages

According to the textbook, planned messages is the application of the traditional direct advertising method to emphasize the message to the viewer. This is considered least effective because of the viewer’s attempt to notify the intention of the advertiser. Since the nature of the advert in question is not directly linked to the promotion of the pandemic, the company brand engraved on the mask is the planned message on this advert. Viewers might not have a lot of interest in it because it is not directly related to the main context represented in the advert. This means that it was placed there for a reason.

Service messages

Service messages link the product or brand, as indicated in the planned messages to the actual action. They are used to drive the main activity that the company being advertised is doing. The bugger on the diagram is a simple illustration of the doing message in this advert. The ford company is related to the Covid19 cases through its donation to keep food on the table for the population that has been affected. The burger, in this case, delivers the message that Ford Company is supporting food programs that are being put up to sustain people as they stage the fight for the deadly corona Virus. This message is used to validate the planned message that is indicated in the advert.

Product messages

Arens & Weigold (2017) explains that product messages, as detailed in the integrated marketing theory, show that the product carries a particular message on the advert. According to this source, messages that are related to the qualities of the product are referred to as product messages they include the product, the price of the product, the color of the product, and the actual image of the product. Other information found on the products, such as branding and packaging, may be related to the same context. The mask and the sanitizer are the main products in the advert. They are other products that are used to increase awareness about the health hazard, Coronavirus. This helps to remind people about the safety measures to take during this time to avoid contracting the virus.

Different message strategies are used to define the nature of the information that each viewer will receive upon viewing the ad. In my opinion, it is important to use different sets of messages to reach a wider audience. Narrowing down to specific message links is important to help the advertiser plan for the targeting of the advert. I think the color used to represent the products did also carry a message. The white color shown on the sanitizer draws the idea of cleanliness in the mind of the buyer. Upon seeing the advert, I immediately had a thought about the Coronavirus and how the death toll and new cases are on the rise. I will, in this case, say that cleanliness and personal protection are very important in containing the spread of the virus.  It is a little releasing to see the efforts that the company is making in advocating for humanity in these tough times by helping to create steady food supplies.

Media strategy

This is the channel that is used by the advertiser to reach the target audience. The main audience for this advert is automobile buyers since the initial company is involved in this line of products. The advert may be channeled to the websites owned by the company, social media pages, and using paid traffic. Although the topic is currently attracting a lot of traffic, it is important to consider a specific approach to deliver the message to the targeted traffic. Since the advert is concentrated on the automobile-related field. The company could decide to do media concentration on platforms that yield allot of sales for the company. This means that the company will concentrate on the best media platforms that have more quality traffic than generalizing their traffic sources. Facebook pages and website traffic can be good sources of such information. The company can focus on these two media to reach a global audience with better targeting tools like those used on Facebook to get better targeting for paid advertising. Finding viewers who have an interest in viewing related content plays an important role in driving sales because the audience gets what they are interested in seeing. Similarly, positive imaging that is promoted by the charity work of the company increases the trust of the viewers and boost their morale. Boosted morale is important in increasing the satisfaction of clients who may buy from the company due to the positive imaging. A positive brand image has positive implications for the company. I think motivated viewers are more likely to convert into buyers in the future than viewers without motivation. Similarly, random advertisement using a dispersed approach reduces targeting and effective management of the audience than the concentrated method.