Category: Chapter 14 – Promotion Essentials: Legacy Approaches

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Understanding Global Marketing

International expansion is a tricky path to navigate for even the world’s largest brands, requiring inconceivable amounts of time and resources to achieve, and despite their efforts many companies are still not successful. This can happen for a variety of reasons, anything from lack of sufficient market research to inadequate management style. Even the most experienced companies may struggle to develop a foothold in foreign markets. In marketing this is called the global experience learning curve: a process of developing multinational business expertise over time.

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Promotion Essentials: Content & Influencer Marketing

Influencers can be an integral part of marketing strategy, particularly for firms selling consumer products, but even B2B firms have successfully used influencer marketing to appeal to customers. When firms use influencers, they often showcase relevant product or service content through concise social media posts, videos, advertisements, or blogs. One of the best ways to inform customers about and promote products and services online is through a mix of influencer marketing and content marketing.

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Free Services! Low Prices! … Kind Of

Advertising can pose a challenge to marketers. On one side, they want to present their products and services in the best light to appeal to customers. On the other, high prices or flaws in quality may be an unappealing aspect of their products and services, causing potential customers to choose competitors instead. Marketers have to balance highlighting best qualities in order to attract customers and being honest about the realistic – and possibly negative – features of products and services. Because of this, some marketers fall into a trap of false or deceptive advertising.

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The Grande Escape

Taco Bell’s latest advertisement campaign pokes fun at market leader and competitor McDonald’s. The ad features singer Doja Cat escaping from a clown school whose ice cream machines are broken. Sound familiar? Using comparative advertising, influencer and social media marketing, and rewards program incentives, Taco Bell’s recent ad campaign not so subtly asserts their superiority over the fast-food leader plagued by broken ice cream machines.

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Super Bowl Sunday

Every year marketers and customers alike prepare for the largest advertising event in the United States: The Super Bowl. The famous sports event provides a unique mass marketing opportunity to utilize television advertisements to promote everything from chips to cars. This weekend is Super Bowl LVI, and everyone is wondering which of the multimillion-dollar commercials will flop and which will triumph. But why do companies willing spend huge portions of their marketing budgets for a 30-second ad? Super Bowl Sunday is the one time of year that people actually turn on the TV just to watch commercials.

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Marketing Shipping

Shipping issues are impacting supply chains in every industry, increasing lead times, and causing companies to rethink their operations in order to get cargo to their customers. Companies have rushed to fill rising demands for imports, leaving ports and roads alike clogged with traffic worsened by labor shortages. In this environment, one business-to-business (B2B) industry, ocean shipping, is turning to airfreight options to ease its struggles.

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Rewarding Loyalty

Fetch Rewards is a company that allows users to earn rewards back on their purchases from several companies, eliminating the need to participate in brand-specific rewards programs. In exchange for a partnership with Fetch Rewards, companies can gain access to certain user data. User data analytics allows companies to strategically target customers based on their purchasing habits and favorite rewards, among other usage metrics. Would you give up data on your spending preferences for appealing rewards and personalized advertisements from your favorite brands?

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Greenwashing

Take a look at your shampoo bottle or an item in your pantry. Is the packaging recyclable? Is it “naturally derived”? Does it come from a “sustainable” brand? Chances are, you are being misled by those labels. In order to meet increased consumer expectations for environmentally friendly products and services and reach net zero emission goals, companies have taken a less than ethical approach when advertising their products: greenwashing.

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Jazzed Up Bubbles

Celebrity endorsements have been around for as long as the concept of celebrity has existed. Consider PepsiCo’s newest brand of sparkling water, Bubly. In 2019, the company contracted with Michael Bublé for a series of advertisements where he plays with the Bubly/Bublé relationship, insisting that the water’s name is pronounced “boo-blay,” like his last name. The Bublé/Bubly partnership applies a number of essential items for a successful celebrity endorsement.

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Radio: Sound of the Old World

In the world of Spotify, Pandora, Apple Music and Apple Podcasts, it would seem that radio is in trouble. The industry, which is heavily reliant on advertising dollars, experienced a 4% decrease in revenue over the past five years. Despite this decline, insurance and real estate companies still spent approximately $257.7 million on radio advertising in 2019. In 2020, Progressive launched the “Sounds of the Old World” radio advertising campaign, which may help prove that radio is not as dead as one might think.