The two main similarities between internet advertisements and other advertisements are in the intent and the delivery of advertisements. The intent of any advert is to get the attention of the consumer. Internet advertisements, just like other forms of advertisements, try to attract and retain the attention of potential consumers in order to make sales.
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The delivery of all advertisements regardless of their placement is similar. Adverts compete for space with other content in media (Dalic). In commercials on television, advertisements mark breaks in programming. The name “commercial break” comes from this idea. Usually, television stations make money from these advertisements.
Two differences between internet advertisements and others are the proactive or passive participation of the consumer in accessing the advertisements. Internet advertisements usually use the context created by the consumer when using search engines or by accessing certain web pages. Internet advertisements appear in the context of search results.
Most of the other advertisements such as those on television and radio use an approximated application of context. They tend to approximate the likely audience. Therefore, adverts appear where consumers are likely to see them, and not necessarily, where consumers are (Thomas). Internet advertisements, on the other hand, tend to appear where they should.
Google, with its contextual and personalized advertising, seems to be pointing the direction that internet advertisements will take. As more information becomes available regarding personal tastes and preferences in regards to online purchases, adverts will appear to people in a customized manner (Sahaf).
A trend that will assist this development is the increasing popularity of single logins. Many websites are allowing users to log in to their space using a Gmail account or a Facebook account. This will pave way for the aggregation of personal interests by analyzing internet usage patterns of specific people, which in turn will make it possible for each surfer to see only advertisements related to their interests.
The Dodge website lists its current models complete with the special offers developed by the company to attract potential buyers. The website shows what it costs to buy the cars, and what it costs to lease the car every month. The brand image the website puts across is that Dodge provides affordable high-performance cars.
The message they seem to pass is that Dodge cars give you the image of an aggressive person who has a sense of style. The prices tell you that cars are affordable. From the website, it is possible to deduce that Dodge targets people who need to make a statement that they have broken away from the mold and that they are on the fast lane. The website communicates adventure and boldness.
The first impression one gets from the Ford website is that the cars are smart. This smartness is in the design of the car, the technologies available in the car, and smart fuel use. The website sells Ford cars as elegant cars with great fuel economy. The brand image includes the use of technology to increase fuel efficiency, without spoiling good looks.
In other words, if fuel economy is important to a customer, they do not need to trade it off with the elegance of the car. The cars seem positioned for consumers who are worried either about the effect of high consumption of fuel on the environment, or the impact of gas prices on their pockets. The position of Ford cars is elegance and great fuel economy.
The Mitsubishi website stresses customer support, and it does not give the full range of cars Mitsubishi sells. Rather, the website just highlights the latest models on the homepage. Mitsubishi has a very wide range of vehicle models.
This can explain the fact that the website does not sell a particular model but the relationship customers will enjoy when they purchase Mitsubishi cars. The brand image presented on the website is that the car manufacturer provides support to Mitsubishi users. The company positions itself as a reliable supplier of cars, who will be around for the long haul. Mitsubishi is targeting people who want to feel safe when they buy a car.
The questions that marketers from Falcon Corporation need to answer are as follows. Who are Falcon’s primary customers? What are the best avenues for reaching them? Who are their competitors, and how are they reaching the customers? What are Falcon’s unique strengths that a competitor cannot match easily?
These questions would aid Falcon in determining the best strategy to adopt in their campaign. The specific issues they would need to consider include revamping the website to communicate their brand values. The current website is too bland. The site needs to show that the organization is in touch with its clients. Currently, it resembles a catalog. There is a need for the organization to develop a brand identity.
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The current website does not sell any specific brand elements. The marketers also need to know that the website is not the only avenue for selling their brand. The company must work towards developing a multifaceted marketing strategy that incorporates both online and offline approaches to develop the brand. These pointers can help the company to develop a strong marketing strategy.
Dalic, Tomislaw. Globalisation of Marketing Strategies in Light of Segmentation and Cultural Diversity. Norderstedt: GRIN Verlag, 2007. Print
Sahaf, Musadiq A. Strategic Marketing: Making Decisions For Strategic Advantage. New Delhi: PHI Learning Pvt Ltd, 2008. Print
Thomas, Anne. Strategies for Branding Success. New York: eBooklt.com, 2011. Print