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Business and management

The theory of marketing distinguishes between the two major types of promotional strategies – “push” strategies and “pull” strategies. Both strategies work for the creation of consumer demand in the market; however, while “push” strategies usually use trade promotion activities and involve sales force, “pull” strategies use costly advertising to promote the product in consumer markets. “Push” and “pull” strategies are not always equally applicable in all types of consumer markets.

For example, a push strategy would significantly increase sales volumes in mobile phones markets: mobile retailers usually target consumers, avoiding intermediaries and offer consumer incentives and stimuli that push consumers to purchasing mobile products. Simultaneously, a pull strategy would work for the benefit of food products’ promotion. In food product markets, distribution channels usually include several intermediaries, who are also the reliable sources of consumer information.

In such markets, consumers are usually attracted by advertising and interesting and intriguing information about the product; as a result, intermediaries are compelled to purchase more from other intermediaries and the manufacturer. Advertising is the essential component of food product marketing success: as a result of successful advertising, manufacturers gradually expand production volumes and their presence in consumer markets. 3. The term “noise” has a

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very peculiar meaning, when applied in marketing theory.

Generally, “noise is a disturbance around the transmission of a message that has the effect of damaging the clarity of the message” (Baker, 2001). Noise prevents message recipients from grasping the essence of the advertising information: information may either be corrupted, or may not reach the recipient at all. The problem is that manufacturers and intermediaries are not always able to choose the appropriate advertising media. As a result, customers may appear surrounded by numerous confusing messages that form mixed impressions about the product or do not make sense.

To avoid the negative impact of noise, it is essential that the chosen advertising media is not used by too many businesses or do not attract too much customer attention. Before choosing specific advertising media, manufacturers need to perform profound marketing analysis, to find the gaps that could be successfully used to attract customer attention to the product without turning it into advertising noise. To guarantee the effectiveness of an advertising campaign, the manufacturer should know customers’ behavior and use it in a way that benefits advertising and promotes product popularity in the market.

In simple words, the marketing and advertising media must fit into the system of customer attitudes, beliefs, and prejudices. In reality, numerous advertisements seem to have been cutting through the noise. The situation is particularly difficult in the automobile market: while customers are no longer capable of spending significant resources and purchase vehicles, automobile companies invest huge resources into the development of mass advertising campaigns.

Each time I watch vehicle advertising on TV, I have a confusing impression: if I decided to choose the most suitable and appropriate vehicle for myself, I would hardly be able to make a choice. Each and every automobile company is cutting through the noise created by the rest of automobile market players. As a result, consumers are those who suffer the most, being unable to make a reasonable and weighed choice.

References Baker, M. J. (2001). Marketing: critical perspectives on business and management. Taylor & Francis. Cowley, M. & Domb, E. (1997). Beyond Strategic Vision. Butterworth-Heinemann.

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