Promotion and Digital Media

Promotion and Digital Media
One key characteristic that distinguishes a service from a good is intangibility. A service, therefore, cannot be perceived by the senses as easily as a product.
Promotion often utilizes images and pictures in the process of achieving strategic goals. But with a service, there may not be anything physical to photograph. As a result, when promoting a service, a company must often use symbols to represent the offered service.
For this week�s Application, select three organizations that you have seen advertised (select at least one service and one product among the three organizations). For each of the organizations, review its website, specifically focusing on the digital media used to market its products or services.

A paper using APA style that addresses the following:
o Explain how these organizations make use of digital media to represent their brand to specific segments of the market. Describe the symbols each of these organizations employs.
o Provide an explanation of the intended messages the symbols convey to potential buyers. Use specific, direct evidence and examples to support the assessment.
o Explain how the symbols being used in the digital media attract or align with the targeted segments. Your analysis may find that the symbols do not align with the targeted segment; if so, be sure to explain why.

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References:
Perreault Jr., W. D., Cannon, J. P., & McCarthy, E. J. (2014). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill.
Chapter 13, Promotion Introduction to Integrated Marketing Communications (pp. 328-355)
In this chapter, the authors describe integrated promotion efforts such as print, web, mobile, and other types, as well as the marketing roles and steps needed to bring these to fruition. Featuring the stories of well-known ad campaigns such as the GEICO gecko and others, the chapter illustrates promotion plans and blends in action.
Chapter 14, Personal Selling and Customer Service (pp. 356-383)
The authors illustrate the challenges of personal selling, including what is involved in three basic sales tasks: order getting, order taking, and supporting. Various examples focus on how technology can be used effectively in sales-related tasks to reach the target market.
Chapter 15, Advertising, Publicity, and Sales Promotion (pp. 384-417)
In this chapter, the authors illustrate the power of publicity through such examples as Jared Fogle’s Subway sandwich diet and advertising via well-known celebrities such as those used in the T-Mobile campaign. Figures illustrate how customers go about obtaining information and what it takes to get that information to them in terms of marketing strategy.
Blueocean Intelligence. (2014, February 13). Blueocean Market Intelligence releases 2014 predictions for top social media trends in the retail industry. Wireless News.
Retrieved from the Walden Library databases.
Blueocean, a well-regarded predictor of technological trends, announced its predictions for the use of social media for 2014. These authors forecasted the continued growth in online sales that would surpass retail sales, a focus on online engagement and conversations rather than advertising messages directed at customers, and omni-channel versus single-channel strategies.