A Company Analysis of Vandelay, Its Advertising and Promotional Strategies Essay

While people often use the terms marketing and advertisingsynonymously, the fact is that the two business areas are separate anddistinct from one another. Numerous studies have shown that advertising isa very effective tool for increasing a company's profitability. (Felton,2006) However, even the best advertisements may be a waste of resources ifthey are not backed by a comprehensive and well-thought out marketing plan.The Vandelay Company has explored all areas of marketing in regards totheir new product line, and it is now time to start an advertising campaignthat aligns with their marketing efforts. The following paper will look atVandelay's advertising, how its success will be measured, other promotionalstrategies, and how consumer gaps in expectation and performance will beidentified and responded to. Advertising Strategy The company's advertising strategy based on the marketing goalsdiscussed previously will be very specific. Namely, the advertisingstrategy will seek to differentiate Vandelay's products from thecompetitors' in the consumer's mind. This differentiation strategy willhighlight the benefits of the easy-to-use laptops, focusing on many of itsmain differences. The advertising strategy will also incorporate many ofthe similarities that the product shares with other top-of-the-linelaptops, in order to position the brand in the consumer's perceptions aswell as demand a comparison with other high quality laptops. There will bedifferent television advertisements shown in various timeslots to reachdifferent market segments. Vandelay will largely focus on placingadvertisements in slots that are likely to reach the older population whowould most benefit from this technology. The advertisement will not beoverly technical, instead explaining the product's benefits in plainEnglish so that one who is unfamiliar with technology would be able toeasily understand the product's features. Other television advertisementswill be slotted to reach early adopters of the technology. Theseadvertisements will in fact use technical terms and will...

Comments

Post a Comment

Popular posts from this blog

A Character Analysis of Annie Wilkes in Misery by Stephen King Essay

What does it take to frighten an author of best-selling horror novels? In Misery, Stephen King embodies a writer's fears about himself as a writer and about the continuation of his creativity in a richly elaborated and horrifi-cally psychotic woman, Annie Wilkes. In the novel, Annie represents a mother figure, a goddess, and a "constant reader". In reality, however, An-nie merely represents a creative part of King's mind.Annie Wilkes is a proud mother of two children--a historical-romance novelist, Paul Sheldon, and his extremely popular heroine Misery Chastain. Annie must nurse and educate Paul. Gottschalk elaborates, "Annie views Paul in a madly maternal way. Early in her custody of Paul, she brings him pills for his excruciating pain, but he must suck them off her fingers in a grotesque parody of a nursing child" (125). If she leaves him untended too long, Paul wets his bed, and she must change his sheets and clothes. When he is tired or frustrated, he we...
Read more

An Analysis of the Character of Chichikov in the Poem, Dead Souls by Nikolai Gogol Essay

Dead Souls takes place in the Russia of the late 1800s, where, unlike in America, one must be born into a prosperous family in order to have opportunities. The main character, Chichikov, is clever enough to develop a scheme in which he can rise from being a petty clerk to a respected landowner. In order to do this, Chichikov moves into a new town, pretending to already be a landowner, and begins a quest to buy the names of dead serfs who have not yet been officially reported dead. Each person that Chichkov presents this offer to has a different reaction, starting with the shy and introverted Manilov. Though he does not understand Chichikov's need for the names of these dead serfs, Manilov is a character that is so desperate for company that it does not take any effort to trick him into selling his dead souls cheaply. However, as Chichikov continues his journey, he starts to deal with more clever landowners who become suspicious of his scheme. Chichikov finds that the townsmen know...
Read more

Religious Symbolism in The Blessed Damozel, a Poem by Dante Gabriel Rossetti Essay

Dante Gabriel Rossettis poem The Blessed Damozel is full of religious symbolism. There is talk of saints, and the poem itself takes place in heaven. But underneath the religious symbolism is a deep sensuality, that makes one wonder if the white rose of Marys gift referred to in line nine is the gift of Mary the Virgin, or the somewhat less virginal Mary Magdalene. While the Damozel is in heaven, her appearance in heaven, her behaviors in life, and what happens when she and her lover are reunited suggest some less than virginal dealings, yet the damozel is blessed and resides in heaven. Rossetti was the child of liberals kicked out of Italy a heavily catholic country for their extreme political views. While Rossetti himself was not political, he may have espoused similar views regarding politics and religion as his parents. In the poem The Blessed Damozel, Rossetti was given the chance to essentially create his own heaven. Most everything he wrote seems to show that Rossetti espoused ...
Read more