The Different Types of Marketing Strategies in Advertising

Jo Ann Streppone

MKTG 445 CRN: 1774

Professor Acocella

Final Paper

The Different Types of Marketing Strategies in Advertising

Marketing a product or service requires advertising. An advertisement is meant to promote the brand to consumers who will be persuaded into purchasing the product. Advertising is essential in marketing a product or service. However, there are many methods of advertising and the marketer must decide on the most lucrative method for his/her product or service. There are several advertising methods. The best and most effective marketing methods are online advertising, television, billboard, and newspaper. This essay is about the different types marketing strategies when it comes to advertising.

Today, more and more people are using the internet as another way of purchasing items to avoid the hassle of long lines, crowds, and to enjoy the online sales. At the same token, the marketing industry is certainly using online advertising as a method to promote business revenue and target prospective consumers, “ Advertisers spend $8 billion each year on online display advertising and even more on search engine advertising…This data allows firms to target their advertising to specific groups who might be most influenced by advertising, and to measure how well the advertising then performs as they track the subsequent behavior of users who were exposed to an ad ” (Goldfarb and Tucker 25) . If you know your consumer’s behavior, you are most likely to make sales. Marketers are clever, because not only do they advertise a product, but they are recording the behavior of the purchaser.  

Most people who spend their time away from outdoors and work obligations tend to like to kick back and watch television. Since most Americans are hooked on television, marketers decided to do short segment advertising in between shows and movies. I thought this was a brilliant idea, because the person watching it will have a better likelihood at remembering a short advertising segment that has a catchy phrase to it, “Information gathered by companies like TVision can help advertisers steer marketing toward shows with the most engaged audiences, not just the largest ones. And for networks, it could make a show with a committed and loyal audience as valuable as one that attracts a larger but more casual set of viewers” (Maheshwari 1). Tvision is a very useful tool that tracks the movement of people’s eyes while watching television. The device’s sensors can record minute shifts for all the people in the room. The company then matches those viewing patterns to shows and commercials using technology that listens to what is being broadcast on the TV.

Imagine driving on a highway and you drove past that billboard that reads McDonald, or how about that sign that says Montefiore, or what about that artist you like who just put out a new album. These are examples of short and straight to the point advertising known as billboards. Billboards are a marketing strategy to advertise business. Per a study conducted on the eyes and billboards, “The results showed that in order to enhance the accuracy in environment advertising the design of the billboard should be creative. And also the advertising slogan should be conceptual and its design should have high correlation so as to enhance consumer’s mind involvement…By considering the brand social slogan could impact positively on consumer perception and memory. This study is a neuromarketing that applied cognitive science in marketing” (Hanzaee, Kambiz Heidarzadeh, et al. ).  This derives from the behavior of the consumer in relation to what is eye catching and mind blowing enough for the consumer to memorize.