Two ways in which advertising can change the consumer’s perception of a product and thereby affect the decision to purchase
There are several ways in which advertising can change a person’s perception of a product. In particular, commercials can associate a product with certain things that a customer may value; for instance, one can mention success, physical beauty, fame, and so forth (Chan, 2010, p. 84). In particular, many companies rely on the assistance of various celebrities, such as movie stars or athletes (Chan, 2010, p. 84).
For example, such a company as Channel involved Keira Knightley in some of its commercials. Additionally, one can mention advertising campaigns involving Michael Jordan or David Beckham. In turn, consumers may believe that by purchasing a specific product, they can reach the high standards of physical attractiveness, wealth, or recognition. Admittedly, this approach is rather costly; nevertheless, many businesses are willing to accept these expenditures in order to attract a greater number of buyers. This is one of the aspects that can be singled out.
Secondly, advertising can highlight certain qualities of a product that people can value. For instance, one can mention such aspects as price, design, functionality, warranty, and so forth (Neves, 2012, p. 89). It is quite possible to refer to various posters or videos that inform potential clients about the change in the prices of products (Neves, 2012, p. 89; Gillespie & Hennessey, 2010). In this way, companies can appeal to price-sensitive clients. Similarly, such commercial messages may show that a certain product is superior to others in terms of functionality or other characteristics such as serviceable life. Therefore, a buyer is more likely to distinguish a product, among others. Overall, one can argue that there are many businesses that adopt this approach on a regular basis. It is one of the most cost-effective methods that marketers can apply.
A strategic idea that could launch a regionally famous American product into the global market
It is possible to distinguish various companies that occupy very competitive positions in the American market. Furthermore, many of them have tried to enter some foreign markets. Nevertheless, one cannot say that their products are effectively marketed at the global level. This argument is relevant if one speaks about such a brand as Hellmann’s; it is an umbrella name for various types of mayonnaise. Overall, scholars argue that such companies should adopt several methods to achieve this goal. Among them, one can distinguish the use of a global theme or a slogan that can appeal to the customers that may come from various countries or cultures (Keegan & Green, 2014, p. 384). It should be a very brief phrase that summarizes the essential qualities of a product.
This approach has been adopted by several companies that have become globally recognized brands. In particular, one can mention such examples as McDonald’s slogan, “I’m loving it” (Keegan & Green, 2014, p. 384). Furthermore, it is possible to mention the slogan of De Beers, “A diamond is forever” (Keegan & Green, 2014, p. 384). A similar approach can be adopted by the company that manufactures and markets products such as Hellmann’s. However, it is also critical to consider some of the expectations that clients living in various countries may set. At first, the company should understand how a certain product is used in various cultures and countries. For instance, they should know mayonnaise is used in Chinese cuisine. In this way, they can design more effective marketing messages. These are the main suggestions that can be offered to the management.
Reference List
Chan, K. (2010). Youth and Consumption. New York, NY: City University. Web.
Gillespie, K., & Hennessey, D. (2010). Global Marketing. New York, NY: Cengage Learning. Web.
Keegan, W., & Green, M. (2014). Global Marketing. New York, NY: Pearson Education. Web.
Neves, M. (2012). Demand Driven Strategic Planning. New York, NY: Routledge. Web.