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Media/Marketing: Using any product or service, can you find examples of how it's being promoted?

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Using any product or service can you find examples of how it's being promoted using at least three of the following sources
a. Print
b. Television
c. Radio
d. Internet
e. Point of purchase
f. Direct mail
g. Telemarketing
h. Publicity
Can you identify the promotional message(s) and provide a detailed description of how this message(s) is being conveyed via the selected sources?

Can you then analyze how the message(s) positions the product or service to appeal to its target audience?

Then can you identify where the product or service is in its product life cycle and describe how this life cycle stage affects the pricing strategy?

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"When the medicine produced, it takes some time for the company to build up sales and achieve a reasonable market share. So in its early years the company needs to..."

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Let's think about the promotion of medicines. The most important audiences of these products are doctors and physicians, since they can offer these products to their patients. Personal visits by pharmaceutical company representatives to office and hospital-based physicians, free samples left with physicians, and advertising in medical journals accounts for more than 80 percent of promotional spending in U.S.

The vast majority of the product life cycle of a medicine passes with the application and acquiring of patents before the product hits the market. When the medicine produced, it takes some time for the company to build up sales and achieve a reasonable market share. So in its early years the company needs to persuade doctors to prescribe and use the medicine. Print media is optimum at this stage since advertisements in medical journals can initiate the promotion efforts. Besides it is one of the least expensive methods so that the company can keep its advertisement campaign active for years. Combining print media with an effective message and a strong campaign may challenge the promotion of medicines. Print advertising in medical journals with reasonable funding and a believable, relevant message can invariably increase the market share and bring a return on promotional investment. Promotional effectiveness is determined by factors such as a physician's ad recognition, product name recall, and association of the major product message with the ad. Newspapers are preferred by many companies because they provide maximum flexibility in terms of ...

Solution provided by:
Umut Oltulu, MBA
Education
  • BSc, Dokuz Eylul University
  • MBA, Texas A&M University-Kingsville
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