Question

Listed below are descriptions of two different promotion situations. In each case:

1. Identify the problem element of the communication process. There is a problem with the promotion effort. For some reason, communication has not been effective. You may see different elements of the promotion process that may be related to the problem.
2. Offer an explanation - briefly explain why you think that element is a problem, and how the communication process might need to be changed to correct the problem. (Note: your recommendation may include changing one or more elements of the traditional communication process other than the one that you noted as the major problem.)

Case scenarios:

1. A company that produces expensive leather briefcases for business executives wants to expand its sales in overseas markets. In the U.S., the company's ads—placed in business magazines—show a group of well‑dressed men and women executives preparing for a meeting. Each executive has a briefcase, and the headline for the ad says "If you want respect, it's as important to look professional as it is to act professional." The company adapted this same copy thrust to a Japanese ad that featured Japanese models. But, the effort was a failure. In Japan, there are still very few women in high executive positions, and for many target customers the ad did not help to create a "prestige" image for the company's products.

Problem __________________________________________

Why _____________________________________________

Recommendation __________________________________

2. A student newspaper on a college campus wants to increase revenues by attracting more faculty subscriptions. Very few faculty members currently subscribe. A study by students in a marketing research course found that many faculty members don't subscribe because they think that the price of a subscription is much higher than it actually is. The subscription manager has placed large ads in the newspaper that clearly show how little it actually costs to subscribe, but so far faculty response has been very disappointing

Problem __________________________________________

Why _____________________________________________

Recommendation __________________________________

Answer 1

1st Case

Problem: Placing advertisements in the Japanese market with the same American market content which couldn't capture the ideal Japanese target market due to the difference in the cultural and business situation in the two countries

Why: The marketing failed to give due importance to the cultural diversity between the US and Japan. While America has a good number of women in senior executive positions, Japan is not yet in that phase. Japan is mainly patriarchal society with very few women currently occupying senior positions in business. So, the ad could not relate to the cultural context in Japan and thus failed to attract the target customer.

Recommendation: A separate customized ad needs to be created for Japan giving due consideration to their cultural and business scenario. Since most executives are male, the ad should target them with priority. The ad can contain male models preparing for meetings, carrying their documents in stylish briefcases and finally delivering a successful presentation in the meetings. The co-members appreciate him and his style. The briefcase ultimately forces all the co-workers to idolize his personality. The co-workers may include female executives who are impressed with the briefcase and plan to purchase it to enhance their personality.

This sort of well-targeted ad can target the ideal Japanese customer as well as evoke prestige for the stylish briefcase products. The secondary customer-female executives are also targetted here but with less priority.

2nd Case

Problem: The subscription manager has placed ads in newspapers showing the reasonability of subscription rates.

Why: The means of communication used to clarify the issue is improper. It might be possible that faculty members do not read ad columns. In addition, the marketing message might not be able to justify the value delivered through the subscription service.

Recommendation: SInce students have already subscribed to the newspapers, the manager should first try to make a student as campus ambassador. He should be provided with proper pamphlets displaying value delivered being significantly high as compared to the cost incurred. Leveraging the relationship between faculty and students, the campus ambassador may be asked to deliver the pamphlets to faculty and explain the reasonability of subscription service. Any queries of faculty may be directed through the campus ambassador to the subscription manager and immediate reply should be provided through the same channel. This would assure faster communication.

In addition, subject to a certain number of faculty subscriptions, a discount could be provided to nullify their reservations about subscription service.