The Globe and Mail is Canadian largest-circulation newspaper based in Toronto; the newspaper also sells in a total of six cities in the country. The media industry is largely supported by marketing and advertisement where private and public organizations post their adverts to reach to consumers. Different companies have different approaches; the strategy adopted by the various companies results to a bank of advert (Hitt, Hoskisson & Ireland, 2003). This paper analyses different internet advertising internet tools using Globe and Mail as a sample company where companies advertise their products.
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Various types of advertising approaches in use
Depending with the advertising company, there are different types of advertising methods; they include:
- ‘Catch-up’ Advertising Strategy. This is where the advertising company creates a slogan that will attract the attention of its target customers. The method aims at persuading customers reconsider products of a certain company. Adverts targeting the youth have a youthful touch while those targeting elderly people take a different approach (Joshi, 2005).
- ‘Authentic’ Product Positioning Strategy. Companies using this approach, they focus on creating confidence to customers that they are getting particular products from a company with high reputation. For instance if the company is selling cloths, slogans like the “it’s the best of all” are seen.
- High price/low cost adverts strategy. Depending with the pricing strategy of a company, marketers develop different pricing strategies. Some companies have their selling price lower than offered by competitors, they find the low prices as their competitive tool thus when adverting they focus on letting customer know the existence of products at low prices.
Products focusing on well to do in the community may focus on selling products at a high price; this happens when there is a notion that expensive represents quality (Heaton, 2008).
Effectiveness of the advertising approach (‘Catch-up’ Advertising Strategy)
Companies using ‘Catch-up’ Advertising Strategy seems to have undertaken wide market research, the companies are making target customer tailor made adverts to enhance the rate of their attractiveness. The marketing graphics, the structure, and the workings are meant to target a certain target market. For example companies selling kids products use graphics that are likely to attract children; the graphics includes animations, cartoons, and other childlike diagrams. When the companies aim at addressing the needs of the youth, the language and the structure of the adverts aims at addressing the needs of young people in the community.
The wording to the adverts as wells as the slogans advocated for in the adverts is another strength that the adverts portray. With differences in generation and cultural orientation, different classifications of people are moved by different wordings. Companies using Globe and Mail have captured the art of using the right wordings to sell their products (Harris & Dennis, 2008).
Various sections of the site and determine if advertising appears to be targeted well to the audience, or is general throughout
Globe and Mail maintenance team has classified news/adverts in different categories depending with the area they touch on; for instance business news for a day are found under the slogan “News,” in the company’s website. The approach undertaken by the managing team assists the company target particular category of customers. The method ensures that users of the site are directed to the specific area of interest. After clicking the specific slogan for information, there follows other directional slogans to guide a customer through the site.
Harris, L., & Dennis, C. (2008). Marketing the e-Business. New York: Routledge.
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Heaton, G. (2008). Strategic Marketing. New York: Wiley.
Hitt, M., Hoskisson, R., & Ireland, M. (2003). Strategic Management: Competitiveness and Globalization. South Western: Thomson Learning.
Joshi, R. (2005). International Marketing. New Delhi: Oxford University Press.