Hi, need to submit a 2000 words essay on the topic Marketing and Advertising.
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Therefore, investor’s and researchers are always concerned about the actual effects and results of marketing components including advertisement, sales promotions, and company emblems – upon the consumer’s perception and their consequence upon brand equity. In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so far been developed to account for the complex psychological processes underlying the formation of customer-based brand equity. In this context, this paper attempts to propose such a framework by drawing on the theory of the Elaboration Likelihood Model. (Kotler, 1997)
This simple reason as to why ATL marketing is not used at all, or not used beyond the launch of a product, by popular brands is that these brands need to retain exclusivity in terms of the outreach and target audience that they are catering to. This generally implies a younger crowd which is constantly on the lookout for things that define their personalities in the most unique way, and in ways that they will not find anywhere else.
A decade o
Implications for Advertising Agencies
A decade or so ago, branding meant little to people. Branding until then simply involved designing a logo or creating a corporate profile that will help identify it and differentiate it from other brands. In the past decade, things on the branding front have undergone a sea change due to above the line advertising. There is now a strong emphasis on brand building through the explicit communication of a vision in the whole organisation where strong brands are more than mere trademarks that people recognise. In the generation of a branding idea and implementation of the same to build a brand profile, organisations behind the strong brands have managed to build a brand identity. “Brand identity should help establish a relationship between the brand and the customer by generating a value proposition involving functional, emotional or self-expressive benefits” (Aaker 1991).
In this context, a brand has risen beyond the contemporary demarcations where it was merely a name. The brand has come to signify the value addition in terms of the facts that it carves an identity for the organisation.
Through this holistic approach, the designer’s role in the arena of brand building may be explained from three different perspectives. Here the designer’s primary designation is that of a problem solver or a decorator. He or she shows how the brand identity can be represented in products, commercials or graphics. The second task of the designer is as a strategist where he or she shows how a simple understanding of the brand as a product or a symbol in the organization can be achieved.