Introduction
Marketing in a crucial strategic practice in organizations; in Porters 4Ps of marketing, promotion is one of tool that form a base for an integrated marketing communication; however when marketers are promoting their products, there are chances that they emit pollutants. This paper discusses four practices with promotional campaigns that cause noise pollution.
What causes noise during the promotional process
- Loud messages on road shows. In aggressive promotions, companies engage in road shows where they show case the kind of products and services they offer, to attract a large population, they have to speak in loud voices using speakers; this causes noise to the surrounding people.
- Illustrated songs. Depending with the angle and type of advertisement that an organization has, there are times that companies come-up with songs that promote their products; when the songs are played, depending with the person who is listening to them they may qualify to be called noise.
- Television and Radio adverts. Depending with the kind of people that a certain television and radio messages land to, they may amount to noise; if people who are not interested hear them or those who have little to care about in the products will find the advert as nuisance. When developing a promotional material, the focus should be on the target market and the segmentation that the company aimed at reaching, so when the information lands to someone outside this circle, then it is noise.
- Electronics billboards. When using electronic billboards, companies create some sounds that are likely to capture the attention of the target customers, for example if the target customer are kinds, the marketers may have some common cartoon say something that attract the child. This amounts to noise and thus an environmental pollution[1].
Word-of-mouth communication about a product
Nivea beauty products have been marketed to me more than once using word of mouth, what the marketers does, they lay a table in the streets and when they see someone passing, they get to him or her and market the products on a direct word-of-mouth marketing.
When Apple Inc. developed iPhone, their marketers camped in our college compound during inter-college games and one marketer got the chance to market the product to me through the word of mouth. He took his time to advertise for me how the product is superior to others in the market.
At the supermarket, I have also gotten a chance to be sold for using the work of mouth, mostly this happens with electronic where companies like Samsung send their marketers to the stores to sell their products. When the approach to marketing has been used on me, it has created a relationship with the market, if I don’t by the product on the spot, when I need such a similar products, I find myself contacting the marketer for some advice and sometimes I buy the products.
When using word-of-mouth as a marketing tool, the marketer engages in a dialogue with the potential buyers and explains the strong features of his or her products. On the other hand, the buyer gets a chance to ask questions and seek clarifications on certain areas that he/she thinks were not well understood[2].
Reference List
- D Fred, Strategic Management: Concepts and Cases, Pearson Education, New Jersey, 2008.
- R Kerin & R Peterson, Strategic Marketing Problems: Cases and Comments, Pearson Education, London, 2009.