UNDERSTANDING THE ROLE OF ADVERTISING THEORIES AND MODELS. A STRATEGIC PLAN FOR A CAMPAIGN AT THE TIME OF COVID-19
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Understanding the Role of Advertising Theories and Models. A Strategic Plan for A Campaign at The Time of Covid-19
Part 1: Theoretical Framework
A campaign in the current Coronavirus (COVID-19) pandemic necessitates a persuasive advertisement that seeks to achieve set objectives. Also, the ongoing health crisis across various countries in the World attribute to unprecedented times, where companies should be cautious with brand promotion. In the time of Covid-19, advertisements should aim at informing as opposed to irritating customers with irritating marketing emails. The two theories, which can assist in elaborating the theoretical framework of the strategic plan in a campaign during COVID-19, include the agenda-setting theory and the persuasion theory.
In contemporary societies, there is an emergency of various social media platforms that demand marketing as well as advertising executives to have well-organized objectives. The agenda-setting theory can assist a campaign in the current health crisis by setting a distinct agenda that influences public opinion. According to Kim, Kim, and Zhou (2017), agenda setting involves how people think about something or what to think concerning an object or news. An additional aspect of agenda theory refers to individuals obligated to set the objectives. An excellent example encompasses collective agendas at the national level concerning the COVID-19 crisis. The strengths of the model include that a strategic plan can, for example, focus on issues related to COVID-19 in capturing public attention. The model can also ensure that the audience becomes familiar with aspects that are of concern, like the current news on the current news on the health crisis. The weakness of the agenda-setting theory includes that it is difficult to evaluate or measure coverage, especially in social media. An excellent example entails that in the times of COVID-19, individuals can constrain the type of news they intend to listen to or limit sources of information. Another weakness involves the fact that some people may have made their decisions on specific preferences. As a result, despite numerous strategic advertisements, they cannot change their minds.
Most advertisements are persuasive to convince the members of the public towards adopting a service, idea, or product. Verlegh, Fransen, and Kirmani (2015) argued that the persuasion theory facilitates a theoretical framework in understanding customer patterns. Also, to develop and incorporate persuasive attempts as a critical source of information concerning products or services. A strength of the model involves ensuring that advertisers can overcome various forms of consumer resistance. An additional benefit is that the theory ensures policymakers, as well as consumers, gain insights on how to cope with unwarranted persuasion attempts (Verlegh, Fransen & Kirmani 2015). A weakness of the theory involves that it is difficult to maintain customer loyalty because persuasion may lead to a customer’s first purchase. Overall, the two theories suggest that an advertising campaign increases sales volume by retaining exiting customers and increasing frequency to purchase a product.
Part two: A Campaign for Philips Respironics E30 Ventilator
The Coronavirus has other comorbidities like pneumonia that necessitate a ventilator for patients with respiratory difficulties. Notably, the ventilators are significant can ensure that the patients can comfortably inhale and exhale with the support in the breathing muscles. Phillips, an electronic savvy company, mainly deals with lighting as well as audio systems and also concentrated on medical technology over the years. According to Market Watch (2020), Phillips increased its production of ventilators and introduced the ‘Philips Respironics E30 ventilator’ for large scale production in the treatment of the COVID-19 patients. The goal of the campaign is to advertise the newly introduced ventilator, which ensures invasive as well as non-invasive ventilation (Market Watch 2020). The main tactics consist of persuasion due to the brand reputation and set the agenda for the target population. The ventilators have a high demand as most hospitals experience shortages in the provision of critical care. The use of facts and statistics can also illustrate the need for ventilators in saving lives. Recommendations in solving the current global health crisis involve collaborations with various organizations like the government and Phillips company to scale-up the production process. The campaign victory relies on the number of recoveries and a decrease in the mortality because the Philips Respironics E30 ventilators can save lives for critically ill patients.
Part 3: Application of the Theories in the Campaign Project
The agenda-setting theory is critical to ensure the attainment of the set goal, which encompasses advertising the new ventilators to save lives. The persuasion model in the advertising campaign can boost sales as well as enhance the brand reputation of Phillips products. Persuasion theory is also crucial because most customers have previous experiences about the Phillips brand, especially the electronics. Creative advertisements can also assist in persuading the customers and overcoming any form of resistance.
Overall, the campaign, as well as the advertisements of the Phillips ventilators, can ensure the target population, which includes health practitioners and the government, knows the products. The new ventilators are also simple in operations because they are non-invasive and invasive. Phillips intends to scale up the production process means that the campaign can reach a maximum number of potential clients. The campaign will also target communities and countries that need the supply of ventilators, especially acute patients in vulnerable regions and countries.
References
Kim, Y, Kim, Y & Zhou, S 2017, ‘Theoretical and methodological trends of agenda-setting theory,’ The Agenda Setting Journal, vol. 1, no.1, pp.5-22. doi 10.1075/asj.1.1.03kim
Verlegh, PWJ, Fransen, ML & Kirmani, A 2015, ‘Persuasion in advertising: when does it work, and when does it not?’ International Journal of Advertising, vol.34, no.1, pp. 3–5. doi:10.1080/02650487.2014.994732
Marketwatch, 2020, ‘Philips details plans to increase its hospital ventilator production to 4,000 units/week by Q3 2020 and introduces its new Philips Respironics E30 ventilator with immediate production of 15,000 units/week,’ Available from https://www.marketwatch.com/press-release/philips-details-plans-to-increase-its-hospital-ventilator-production-to-4000-unitsweek-by-q3-2020-and-introduces-its-new-philips-respironics-e30-ventilator-with-an-immediate-production-of-15000-unitsweek-2020-04-14?mod=mw_quote_news. [30 April 2020].