Question

Analyze how TV, radio, yellow pages, newspaper, magazines, and the Internet can complement each other in promoting, in the state of North Carolina, the market-leading company of any industry that you are most interested to study.

Answer 1

Let us talk about a company here, the market leading company - an American retail company; mostly into Home Retail & Hardware stores: Lowe's Companies Inc. (operating a chain of retail stores in Canada and the US, along with that 2nd largest in the US)

It's major competitors include: Home Depot, WalMart, BestBuy and to name a few

If all the above sources complement each other to promote Lowe's companies, let us analyze what impact it would have

• Almost 99% of NC population use TV & radio, so promoting the company here would reach to a large chunk of audience (though high costs). This covers mostly all the range of ages (young & old), radio generally would cover the senior audience
• Any individual looking to buy stuff, if misses out the promotion on TV, while reading the newspaper, getting in touch with yellow pages, magazines gets to know about Lowe's companies latest offerings, adding more details (convincing enough to encourage you for a good buy). Newspaper advertising promotes your business to a wide audience. Display advertisements are placed throughout the paper, and specific ads are under subject headings in a specific section (Lowe's would get a significant section). Newspaper too would cover the 20-50 bracket but with lesser reach
• Online on the internet is a cost-effective way to attract new and retain existing customers. A global audience is reached at a low cost. Many customers research online before deciding whom to buy from. This covers the young audience : 15-35 yrs mostly

Now if Lowe's companies is being promoted on all the platforms, it definitely adds up to the market value, attracts new customers and retains the existing ones. Also when a customer hears something from multiple sources, he/she believes it to be true

So definitely, promoting on all the platforms, will increase customer footfall, good marketing schemes would ensure better branding against the competitors, more customers, better revenue and if managed well, great profits