Marketing in the Media 2013

Marketing in the Media 2013

Marketing has become one of the strategies that companies use to make their products known and to have a large market share. Many companies are investing in different marketing strategies aimed at giving them have a competitive edge. Intensity in marketing is necessitated by the many industries and business that are offering similar services to the customers. It therefore becomes imperative for them to use marketing as one of the tools for remaining competitive. Media is one of the mostly relied upon channels of marketing that most companies use. The reason is that media reaches many people dispersed in various parts of the country and across the world. This discussion delineates on one of the marketing strategy employed by London business school to market its course aimed at attracting many students.

This analysis focuses on the London Business School ad aired on CNN. The analysis focuses on the various aspects of marketing. This analysis is important to understanding how marketing is important in promoting business and it highlights various marketing issues that marketers or industries need to understand and to appreciate in order to improve performance of their business. As a result, the discussion is essential to all companies that use various media to market their companies, products or services to their customers.

This selection is relevant to marketing in the sense that it aims at communicating or conveying the value of the services they provide to the customers. In marketing, the aim of the marketer is to communicate the value of the product to trigger purchase of the product, something that is very important when it comes to this advert (Kerin, 2012). Its main aim is to attract the attention of the target customers towards enrolling in their business school. Therefore, it is a relevant strategy that the school employs in its marketing strategy. Furthermore, the advert links the services it provides with the society and it aims at building a long term relationship with the customers. Therefore, this selection is relevant to marketing because it aims at gaining a competitive edge over the other schools that offers the same courses. Through the ad, many target audiences will admire to join the school and eventually this will help in increasing the number of students that join the school compared to other schools that have not advertised or rather marketed their courses.

In marketing, different companies or individuals employ different strategies and focus on different aspects. In this advert, the major aim or selling point is the quality of education that the school offers to the students. This is proved by one of the people in the ads who studied in the school and succeeded in setting up his own business. The ad also focuses on the diversity of the school. It is one of the schools that embrace diversity as it has students from more than 130 countries. This is something that projects the school as one that is diversified and therefore, is a target to all students from all ethnic backgrounds.

Despite the above strengths, there are some marketing issues at stake. One of them is that the advert does not provide sufficient information about the cost and the location of the school to help the client in making decision. This is very important because, it allows the students or the target audience to make sound judgment of whether to join the school or not. The advert has also not provided contacts whereby the target audience can be able to follow up and seek clarification on certain aspects. This is very essential in ensuring that the target audience understand the ad and follow the ad. Because, various strategies are applied in marketing, it is acceptable to have these stakes. The reason for these stakes is explained by the targets and the major aim of the advert. They only focused on specific information which they wanted conveyed to the target audiences. Furthermore, the limitation of space and costs of running the advert may have played a role in the various stakes. It is costly to run this ad on the television and this therefore, was aimed at reducing the total cost. The information is also clear and short to help in conveying the message well.

In marketing, there are various stakeholders that are involved that ensures that the process is smooth and successfully. For instance, in this advert, various stakeholders took part in its success. One of the stakeholders is the London business school institution. This is the source of the advert. This idea to advertise came from one of their marketing staffs that wanted to project the institution as one of the best place to study business course (George Yip-CNN Advert, 2013). Another stakeholder is the subjects or the individuals that were used to convey the information through the ad.

There are various people that are used to market the school to persuade target audience to join. One of the people is Tony Wheeler, a founder of Lonely Planet Company. He pursued his education at the school. Others are professors of marketing, entrepreneurship and innovation, deans and alumni. These are influential personalities who attest to the fact that the school is an academic powerhouse that is able to instill new skills and knowledge in students to empower them to be innovators and leaders in business world. Media is yet another key stakeholder in this advert. It regulates the content that is aired and helps the owners of the advert to find suitable time to air the ad. The ad must also be aired within certain periods of time that the owner paid for.

The stakeholders have various stakes in the ad. For instance, the owners of the school aim to reach as many students as possible to ensure that they increase in their number of enrollment. This will have financial impacts as the new students will have to pay fees for their studies. They also aim at improving the brand image of the institution in the public domain. These are some of the advantages and stakes that the institution has. The individuals in the ad will also benefit as they will be compensated for the role they play in the advert. The media house that airs the ad will also benefit from the cost of airtime for airing the ad. The contract between the institution and the media company will therefore benefit the company financially. The ad is also beneficial to the target audience who are the students as it informs them about the school that they can join and acquire quality education in business training.

This marketing selection is essential and can help other marketers to make their strategies work for them. One of the positive things about the ad is that it is clear and precise to the point. The ad conveys a lot of information about the school in a very short time. Therefore, it is not boring. Furthermore, the use various individuals help to enhance the readability of the ad. The ad also focuses on quality and diversity of the services that it offers to the target audience. It enhances the credibility of the information by using professionals and people that have gone through the school and succeeded in their endeavors. This is a good marketing strategy that is able to appeal and persuade many clients to buy the services being advertised.

Therefore, this advert is a good beginning to any company that wants to market its products and services. It is very clear and informative apart from being persuasive. Regardless of these, I would like to recommend that it is important for any company that wants to market its products to understand the needs and the interests of the target audience (George Yip-CNN Advert, 2013). This helps them to construct or formulate their message. Understanding the target audience is important in deciding the time the ad is aired and the time it should take. The message should be able to influence behaviors and this can only be achieved if the intended audiences are reached. It is also essential for marketers to identify or to convey information about the cost and the quality of the products or services, the location and distribution to ensure that the intended customers are able to make informed choices. This selection achieved this through the use of Tony Wheeler one of the successful alumni of the London business school.

In conclusion, marketing involves various assets that the company needs to be abreast with. The communication or the messages send to the audience should be able to trigger change in behaviors. To achieve this, understanding of the target audiences, the appropriate channels and the message considerations are important. The London business school ad on CNN is an example of a marketing strategy that was successfully because of putting into consideration various marketing strategies such as the quality of the programs they offer.

Reference

George Yip-CNN Advert.(2013). Degree programmes. Retrieved from: http://www.london.edu/videoandaudio/georgeyipcnndvert.html

Kerin, R. (2012). Marketing: The Core. McGaw-Hill Ryerson.