Q. Evidently we live in a world of clutter of information. How do you think we deal with these messages? How do marketers cope with the clutter? What is the future of advertising to ensure that the messages are effective? Keeping this in mind, what is the role of branding? What does it do while making decisions to buy products we need? Illustrate your answer with examples that you see in your everyday life.
Marketers deal with clutter by going around things that are failing to reach the target audience. For example, commercials being deleted by tivo and other recording devices, they instead promote their products on the actual tv/reality shows. Shows such as Queer Eye for the Straight Guy, Sex and the City, Project Runway, and The Hills are great for reaching the target audience for topics such as fashion. Giving the obvious point that the target audience is easily being reached because the viewer is already interested in the type of products because they are watching a show which evolves primarily around it. Therefore, being apart of the shows, or movie advertisements and web ads will be some of the most effective ways to still reach the target audience with messages in the future.
The role of branding consists of a name being assigned to an individual good or service. A brand is considered strong when it is something that comes to mind with whatever it pertains to is being viewed by the customer. Branding provides quality assurance, allows company to charge more, while reducing search time and brand parity. For example P & G carries brands like Tide, Cheer, Crest, Old Spice, etc. These are pretty much necessities according to Americans who value cleanliness. Therefore, they can up the prices on these products if they want because these things are basic needs for a consumer. While also if they like one version of their brand, consumers are most likely to start a brand loyalty with the brand by buying their other products as well, making the brand more rememberable to the consumer, which is very effective for the brand.
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