Evaluation of advertisement campaign Essay Example | Topics and Well Written Essays - 1000 words

Evaluation of advertisement campaign - Essay Example Interestingly, the overall mobile phone market is growing at a faster pace than predicted, which signifies the immense potentiality of the industry. So the big question revolves around this mammoth progress and whether it is triggered by product innovation only or any other factors that had led to this colossal growth and development of the industry (Campbell, 2009). On deeper analysis, it has been observed that the role of advertisement is paramount in the development. One of the key trends of this industry is that companies invest large sums of money to create awareness about their products and services and these investments pay off to a great extent (Clifton, 2012). The market size of this industry is so large that almost every player has space for themselves. However, a company with better advertisement strategy and campaign experiences greater success. Thus, the impact of advertisement on the growth of mobile phone industry is clearly visible (Adler, 2010). In this report, the i mpact of advertisement on the growth and development of a product will be addressed. However, the study will not be accomplished in the usual way like, industry analysis, which identifies the way or the extent to which advertising plays an effective role. Rather the study will select an advertising campaign of a company belonging to the mobile phone industry. In this context, the advertising campaign by Samsung will be chosen and the same will be evaluated. Campaign Strategy/ Rationale Advertising is a necessary activity to all businesses for the sole purpose of generating awareness about the products and services and at the same time, influencing the target customers to buy the product. It is impossible to sell a product without letting the customers know about it (Aarika-Stenroos and Sandberg, 2012). Thus, advertising is dubbed as a tool that helps to draw attention of the consumers towards the products or services of the company. Advertisement campaigns can be carried out through various mediums such as, television, radio, social media or any other traditional forms. Usually, a company targets several groups of customer on the bases of the product characteristics and consumer requirements and as a result of that, the company makes use of more than one channel so as to ensure that the messages of the company reach every target audience. Several scholars have even emphasized on the fact that advertising campaigns are the means that help a company to sustain in the marketplace (Alle, 2000; Amit and Zott, 2001). Furthermore, echoing the same statement, another set of industry experts and academicians have pointed out that advertising campaigns along with product promotion also greatly helps in understanding the requirements of the consumers as well as the sort of prices that the customers are willing to pay for the ownership of a particular product. Advertisement campaigns also play indispensable roles in updating the consumers about the new developments and pr oduct launches (Ballon, 2007). Hence, it creates customer loyalty that in turn brings sustainable competitive advantage for the firm. However, one of the key aspects of companies, undertaking advertisement campaigns, is that each campaign has a particular rationale i.e. advertisement campaigns are designed in such a manner that it succeeds to fulfil one of the crucial objectives of the firm