Ways and ideas in advertisement bundle

 

Table of Contents

1.0 Introduction

2.0 The Concept of Advertisement Defined

3.0 The Concept of Advertisement Bundle Defined                                

3.1 Ways of Advertisement Bundles                                                           

3.2 Ideas of Advertisement Bundles                                                      

4.0 Samples studied / supporting materials

5.0 Personal Reflection / New ideas    

6.0 Conclusion                                                                                                      

7.0 References    


1.0 Introduction                                                                            

In this report, there will be a background analysis provided about the ways and ideas in advertisement bundles. First of all, there will be a definition of the concept of advertising. After that, a definition will be made about the concept of advertisements and then the concept of advertisement bundle. After having done that, the analysis would be focused on describing the various ways and means in advertisements bundles. This would include an elaboration about the methods used to create advertisement bundles and how it is capable of delivering value to commercial organizations which use them to advertise their products and services. There would also be an example provided of a company which uses advertisement bundles to promote their products and services and the impact it has on the advertising efficiency of the company in question.

 

2.0 The Concept of Advertisement Defined

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An advertisement can be defined as a paid and non-personal, public communications about matters which could include various causes, ideas, goods and services, people, places and organizations (Kotler and Keller, 2009). Advertisements are a central facet of marketing and they are comprised of public notices that are specifically designed to provide information and to motivate people into carrying out a certain action. The main objective of an advertisement is to alter the thinking pattern of the recipient, in order to ensure that he or she takes the sort of action desired by the advertiser (Bittlingmayer, 2008).

The methods used to convey advertisements include the use of direct mail, print, telephone, television, radio and also the internet. Recently, placing advertisements on the internet is starting to gain more popularity and an increasing number of commercial organizations are using the internet, in particular, social networks on the internet, to advertise their products and services (Adcock et al, 2001). Among the reasons for the increasing popularity of the use of internet advertisements include the cost effectiveness of such advertising, the large volume of potential customers which online advertisements can reach out to and also the dynamic and attractive nature of online advertisements which make use of attractive graphics and fonts to capture the attention of consumers (Kotler and Keller, 2009).

 

3.0 The Concept of Advertisement Bundle Defined

Honestly speaking, an advertisement bundle is a method whereby various advertising platforms would be integrated and coordinated by the advertiser or marketer in order to deliver very clear, compelling and consistent advertisements about the organization and its products (Kerin, 2012). In essence, an advertisement bundle is comprised of a package advertisements conveyed to consumers via of different methods and means and which bear information, images and slogans of relating to the same product or service being advertised. In essence, the bundle refers to a package of advertisements that are specifically designed in order to help a commercial organization achieve its marketing promotions objectives in relation to a specific product or service (Clancy and Kriegafsd, 2000). In contrast to advertising a product or service using only one method of promotions, the advertisement bundle technique involves a commercial organization using a number of advertising messages that are bundled together using a variety of different methods, such as advertisements on the TV, radio, magazine, internet, newspapers etc and this creates a synergetic effect which has a greater impact on the audiences. Very often, commercial companies create an advertisement bundle for themselves in order to promote a particular product or service in a more comprehensive, targeted and integrated way, so as to have maximum effect on the people whom the advertisements are being directed to (Kotler and Keller, 2012).

3.1 Ways of Advertisement Bundles    

A number of ways and methods are used when it comes to designing advertisement bundles and one such technique used is that the advertising messages in the advertisements must be consistent, comprehensive and integrated. This means that a company advertisement sent out via television cannot exhibit a different theme or different product information as the company’s advertisement in a magazine, for instance (Lenskold, 2003). The advertisements must be similar to each other in terms of theme, design and the information that it communicates about the product or service in question. Hence, the advertisement bundle should be designed in a way that ensures consistency, comprehensiveness and integration of advertising messages. It is only then that the overall strength and potential of advertisement bundles can be harnessed by the companies in question

3.2 Ideas of Advertisement Bundles    

The highly challenging and dynamic environment of the present day business environment is placing an increasing need for marketer to create products that are able to satisfy the needs and wants of the target market. In addition, marketers also need to provide an effective pricing strategy for the product or service and also to ensure its availability to customers from the main target market (Clancy and Kriegafsd, 2000). However, an equally important task for marketers is to come up with innovative ideas in order to design a very effective advertising campaign that is capable of providing the members of the target market with information about the product or service in question, so as to ensure that such people have the information required to make a well informed decision relating to purchasing of the product or service in question (Kerin, 2012). This is where advertisement bundles become relevant as this is a technique which is used by marketers who want to maximize their advertising effectiveness by using the benefit of a synergy of advertising messages and mediums (Clancy and Kriegafsd, 2000).

It is common for marketers to implement ideas of advertisement bundles that involve a combination of a number of advertisement messages and platforms in order to support the marketing and promotional efforts in relation to a specific product or services (Clancy and Kriegafsd, 2000). Such ideas could involve the product being advertised using advertisements containing similar but innovative advertising message and which are presented simultaneously on the television, radio, billboards, signboards, magazines, newspapers and so on. In essence, companies use these sorts of advertisement bundles to communicate more effectively with their target market and this sort of communication helps the company to achieve a desired behavior direction on part of the consumer (Kotler and Keller, 2012).

 

4.0 Samples studied / supporting materials

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The first example that would be discussed in relation to the use of the advertisement bundle concept is the DiGi Company, one of Malaysia’s main mobile phone service providers. The use of the advertisement bundle will be illustrated using the company’s most recent promotional offering, which is a package consisting of a discounted Lenovo Smartphone, offered with free one year DiGi mobile internet access with a quota of 25GB. This is the company’s latest promotional offering which has the objective of enhancing the company’s performance in relation to its mobile internet packages. DiGi have made very effective use of the advertisement bundle concept as the company have put out extensive advertisements of this promotional package on a number of advertising platforms. The company has created uniformed, comprehensive and integrated advertisements which it has sent out using advertising platforms which include billboard advertisements, newspaper advertisements, signboard advertisements, internet advertisements, social media advertisements and magazine advertisements. All these advertisements are designed according to the same theme and contain the same comprehensive and integrated advertising messages which seek to educate the consumers about the new product package and the benefits they would acquire from purchasing the product and service (Adcock et al, 2001). DiGi has successfully capitalized on the strengths of the advertisement bundle technique by ensuring that most of the advertising platforms which consumers are acclimatized to and which are accessed with the highest frequencies are used to communicate their advertisements  (Homburg et al, 2009). The results from this advertising campaign are very promising as DiGi have managed to achieve very high sales for this particular promotional package it is offering.

 

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Another example that can be cited is the KFC company and its advertisement about the family feast meal. KFC have designed an advertisement bundle which promotes its Family Feast meal using a variety of advertisement methods designed to send out unified and consistent messages about the various KFC products contained in the package. The advertisement bundle involves the use of various advertising mediums such as television, radio, newspaper, billboard and social media advertising. KFC have projected the same theme and advertising messages in all these advertising platforms and even though differences are apparent in terms of how the advertisements are designed (Adcock et al, 2001), however, all the advertisements convey the same message to members of the public and inform them about the attributes of the meal package. The use of the advertising bundle method has helped KFC enhance its reach and effectiveness of its marketing campaign in relation to this product (Homburg et al, 2009).

 

 

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The next example that will be discussed here is the advertisement bundle by McDonalds. The company has offered a special promotion of its Family meal which comprises of a combination of a meal set designed for a family. This meal package was advertised by McDonald’s using the advertisement bundle technique involved using a variety of methods, such as billboards, signboards, on social media and their website on the internet. McDonalds has used a technique of advertising whereby all the advertisements provide similar and consistent information to consumers about their promotions (Adcock et al, 2001). It means that when the consumer views the advertisement on the billboard, at their restaurant and on the internet, they get the same idea and information about the product offering. In essence, there is uniformity of advertising messages and themes which serve to inform customers comprehensively about the benefits they would obtain from purchasing the meal package from McDonalds. The use of the advertising bundle technique is very effective in helping McDonalds attract more customers to purchase this meal package.

 

5.0 Personal Reflection / New ideas  

Having completed the analysis in this paper, there are a number of things which I have learnt about advertisement bundles, in terms of its ways and ideas. I now have an idea about the business value of advertisement bundles and the techniques which can be implemented to design an effective advertisement bundle. I learnt about how to creatively design an advertisement and to send out these advertisements from a variety of platforms, such as though using the internet, television, newspapers, radio, magazines, billboards, signboards and so on. I learnt that using an advertisement bundle comprising of the use of a variety of advertising platforms such as this is helpful in producing a synergy effect that has the outcome of influencing the purchase decision of the consumers. I also learnt about the importance of ensuring that an advertisement bundle consists of similar and consistent advertising messages which serve to inform the consumer about the attributes of the product being advertised. The fact is that an effective advertisement bundle would be one which features advertising messages that convey comprehensive product information in a non-confusing way and with regular consistency. This is important to ensure that the advertisement bundle has maximum effect on the consumer. Overall, I learnt that using advertisement bundles that comprise of clear, precise and consistent advertisements sent out on a variety of advertising platforms is very effective in helping to shape the opinions of consumers about the product being advertised and helps to positively influence their purchase decision.

 

6.0 Conclusion

The emphasis of this paper was on the concept of advertisement bundles. The analysis commenced with a definition of the concept of advertising and also the concept of advertisements. After that, a description was made about advertisement bundles. Then, an analysis was done on the various ways and ideas of advertisements bundles. The discussion involved an elaboration on the various techniques and methods adopted when creating advertisement bundles in order to harness the highest value possible from the advertising campaign for the organization. There was also a discussion on how advertisement bundles help in delivering value to commercial organizations which use them to advertise their products and services. The examples of the DiGi company,  McDonald’s and KFC were used to illustrate how this company has used the advertisement bundle strategy in order to advertise its latest promotional package offering and how the advertisement bundle strategy has helped these companies bring out the best from their marketing campaign in relation to the product they are advertising and promoting.

                 

 7.0 References

1)  Adcock, D, Halborg A, Ross C (2001). Marketing: principles and practice. 4th ed. Wharton School Publishing: Xavier Thomas. 3-27.

2) Beasley, R (2002). Persuasive Signs: The Semiotics of Advertising. Berlin, Germany: Walter deGruyter GmbH & KG

3) Bittlingmayer, G (2008). Advertising. 2nd ed. Concise Encyclopedia of Economics: David R. Henderson. 211-256.

4) Clow, K and Baack, D (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 165–71.

5)  Farris, P, Bendle, N, Pfeifer, P and Reibstein, D (2006) Marketing Metrics: 50+ Metrics Every Executive Should Master. Wharton School Publishing

6) Homburg, C, Kuester S and Krohmer H (2009): Marketing Management – A Contemporary Perspective (1st ed.), London

7) Shaw, E. (2012). Marketing strategy: From the origin of the concept to the development of a conceptual framework. Journal of Historical Research in Marketing, 4(1), 30–55

8) Lenskold, J (2003). Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold.McGraw-Hill Professional

 

 

One response to “ Ways and ideas in advertisement bundle ”

  1. ftleow says:

    Zhandos,
    – good content in describing the advertisement bundles and features, but will be better if more samples / materials can be used to support the description
    – good to read your personal opinions and new gains from this study but no description on how you will design your own artwork after this study?
    – please add the caption and figure number to all figures
    – good to have clear citation and a list of reference to support your write-up

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