Introduction
Mobilicity Phone Company has been recording low sales revenues and its popularity has been on the decline, a fact that the CEO of the company largely attributes to inappropriate advertisement and lack of promotion drives for the company’s products.
Although the company has committed considerable resources towards branding itself in the market, it still drags way far from its competitors in the Canadian telephony industry despite being in the market for some time now.
With this situation in mind, I would like to propose to the CEO on the best advertisement solutions that would assist in improving the popularity of the company and hence its sales as well as increase the popularity of the company to its intended customers.
Problem statement
In this particular scenario, the key factor and problem that the Mobilicity Company is facing is poor sales of its products and its annual sales is dwindling at a high rate. In my opinion, the poor sales are as a result of the company using both inappropriate and ineffective advertising techniques.
The company is not well know, a factor that does not assist in boosting its client base. This issue of experiencing low sales is a chief factor that slows down the progression, advancement and growth of the company hence resulting to it making huge losses.
It is therefore vital for this problem to be dealt with effectively in order for the company to realize its potential and for it to grow hence becoming popular and receiving huge sales. It is wise however to enact effective advertising solutions to curb this problem.
Solutions
For effective advertising, Mobilicity has numerous effective advertising at hand. Different advertising methods intend to project features that a particular product possesses and also shows its exclusivity with regards to its competitors. By the use of different media to advertise products, a general appeal by the public is created since different people from different societies have the opportunity to receive the advertisement. In this proposal I intend to give three propositions of advertising solutions that would remedy the company’s problem.
One of the advertising solutions is the print advertising. I believe that using print advertising as a method of advertising technique would help improve sales of the company. This method involves the use of a print medium which includes newspapers, magazines and brochures. Print media may only be effective in relation to the popularity of the print media used.
For instance, the usage of newspapers in Canada has a wide coverage since most citizens read them daily; this increases the chances of the advertisement in the newspaper to being noticed by the readers hence the purpose of the advertisement will have been served.
However for effectiveness of the newspaper as a medium for advertisement, it is prudent to choose the most well-known newspaper due to the large capacity of people it attracts and as the newspaper gives out information so will the advertisement capture the readers.
Rezi and Allam [1] notes that “print media is an efficient method of advertising since using a prominent newspaper and a good location of the advertisement in the newspaper is a critical matter that enhances the productivity of the advertisement”.
I vehemently support this solution of advertising because a large number of newspaper readers end up noticing the advertisement in the newspaper which is the key objective of the advertisement and it targets the literate populace in the society and would be a very helpful form of advertisement to this company considering its current sales rate.
Another viable advertising solution is audio-visual advertising. According to the current trends in technological advancement, I have a strong conviction that audio-visual media plays a huge role in the advertisement of products particularly in this case where the mobile company seeks to boost its sales.
This advertising technique involves the use of television, radio and also the internet. Donovan [2] argues that “internet advertising has become a huge platform for advertising since technology has increased and a large population of people uses the internet on a daily basis”.
The use of internet and radio is widely used and due to this factor, advertising through this medium captures a large capacity of people. On the other hand the mobile company could host websites via the internet and these websites could contain advertisements of the type of mobile phone products that it would like to showcase to internet users.
Many mobile phone companies use the internet as an avenue to advertise its products and if the mobilicity phone company actually did use this method then it would be at a higher advantage in terms of competition with other companies since many customers would be forced to visit the internet to check out the varieties of mobile phones being offered for sale.
The use of audio-visual technique in advertisement is therefore an effective method of advertising to many firms and it would be of great importance to the growth of sales of this company.
The final advertisement solution the company ought to implement is the use of celebrity power as an advertisement method. It is an efficient advertising solution in since it promotes both the brand name of this Canadian phone company as well as its products. This method of advertising involves the use of celebrities in advertising products whereby the celebrity figure in the respective country is endorsed by the company and he/she appears in public using the company’s product.
Irish and Weiss [3] note that “use of celebrities in advertising boosts the fame of the mobile phone products and that of its manufacturer since many people identify with celebrities because it is a general attitude for people to emulate their celebrities”. Since the masses have a high admiration for celebrities this method proves to be quite efficient in advertising the products of the mobile company. The target audience for this method of advertising is the masses or the general public and it also adds value to the company’s products.
Conclusion
I almost indifferent about these advertising solutions since their target audience is a huge number and they have different social and economic backgrounds such as the internet targets mostly to the teenagers, the newspapers advertise products to the intellectuals while the television and radio advertises to the general public.
However, I prefer and recommend Mobilicity to adopt a mixed kind of advertising model. Where they implement both the three modes of advertising on a fifty-fifty basis as they all have almost equal returns and they greatly complement each other. A company like Mobilicity needs to target all calibers of people in Canada and these different people can be reached at using different modes of advertising.
Appendices
In the above graph, television holds the highest global advertising spending by medium followed by newspapers, magazines, internet, radio, outdoor and lastly cinema. Many companies spend a lot of resources in advertising their products by using different advertisement media, including television, newspapers not forgetting the internet.
It is therefore essential for Mobilicity to use these advertising media because of their popularity and so as to be in competition with their competitors. In the graph above, it is evident that most companies spend a lot of resources in advertising through print media and audio-visual media and this proves that the three advertising solutions are quite effective and hence result to a positive change in the sales of Mobilicity.
References
[1] A. Rezi and M. Allam, “Techniques in array processing by means of transformations, ” in Control and Dynamic Systems, Vol. 69, Multidemsional Systems, C. T. Leondes, Ed. San Diego: Academic Press, 1995, pp. 133-180.
[2] M. Donovan. “Customer Service Improvement: It’s Mission Critical To Your Future.” 2008. Web. Available: www.idii.com/wp/donovan_custserv.pdf.
[3] R. Irish and P. E. Weiss, Engineering Communication. Don Mills, ON: Oxford University Press, 2009.