As more customers shop online, connecting with them is more important than ever. For example, Amazon is a popular online site for ordering almost anything. The brand is always in the news, illustrating the importance of public relations in trusting the brand. You will often find various forms of advertising about the brand—from digital pop-up advertising to traditional television customers and a social media presence—encouraging customers and others to try the brand. From a public relations perspective, you will sometimes find a variety of articles from sites covering business news, profits, and executive leadership at Amazon. There are other popular online sites that use public relations and advertising to keep the brands in the news for customers.
What is a product that you might purchase or have purchased online?
How do you think online shopping has attained its dominant seller position? How did it attain its position in your shopping life?
What balance do online sellers use in brand marketing relative to advertising (paid media), public relations (earned media), or social media (owned media)? Share some examples.
Is your favorite brand a leader or follower? The position of a brand as a leader or a follower in the marketplace is often in the “perception of the customer.” In other words, perception is often everything. Perceptions are enhanced by advertising and public relations.
Customers and the public customize and create their ideas about brands in any industry based on their likes, dislikes, and lifestyle preferences and whether or not the brand is considered number one in its industry category. These perceptions are important to a brand, no matter what is its position or place in the market. Marketers use these customer and public perceptions with a tool called a perceptual map. Find out more here about a perceptual map.
Understanding perceptual maps
A clear guide to understanding perceptual maps, ideal for university-level marketing students.
Picture of Perceptual Map
(Perceptual Maps 4 Marketing, 2022)
A brand leader is well-known and a “go-to” brand. Think: Crest. Toyota. Starbucks. A brand follower is one that enters the marketplace later, might be second in the industry, or is not as well-known as the industry leader. Sometimes, a secondary brand is less expensive than a more well-known primary or leading brand. Think: Colgate. Nissan. Dunkin.
Choose your favorite brand, and then answer the following questions:
Is the brand a leader or a follower?
As a customer, what factors do you assess to determine whether the brand is a leader or a follower?
What is the difference between the advertising or publicizing that a brand leader does in comparison to what a brand follower does in the marketplace to present itself to customers?
A well-balanced marketing strategy for your product or service includes advertising and public relations elements, along with digital (social media platforms) and nondigital channels (traditional communication channels).
What motivated you to purchase the last non-essential product that you bought?
Was the message advertised or publicized through a digital or nondigital communication platform?
What communication channels do you respond best to when it comes to the products and services that you buy?
For this Discussion Board, please complete the following:
What was your most significant learning in this course?
How did participating in discussions help your understanding of the subject matter? Is anything still unclear that could be clarified