MARKETING AND ADVERTISING STRATEGY IN ACHIEVING THE TOP OF MIND

MARKETING AND ADVERTISING STRATEGY IN ACHIEVING THE TOP OF MIND

Top of Mind shows the level of brand awareness where if consumers are asked directly without reminder assistance, the brand that is most often or most frequently mentioned first is the brand that has a high top of mind. To make consumers remember the company’s products and increase their top of mind, effective advertising is needed. For instance, when mentioning washing powder, will you think of OMO or TIDE first? Or will carbonated soft drinks be Coca-Cola or Pepsi?

The effectiveness of advertising depends on many factors, one of which is the strategy, techniques and media used in advertising. In addition, the following important things need to bear in mind:

The purpose of advertising 

There are several advertising goals, including informing, arousing emotions, and triggering action. A good advertising mechanism must have the adaptive ability to improve advertising performance in accordance with the objectives and mission of advertising.

Advertisement Audience 

In order to fulfill the purpose of advertising, the target audience must be properly identified. The advertisement audience must be selected carefully or the effectiveness of the advertisement may decrease. The main objective of targeting the audience is to identify the audience that receives the advertisement appropriately. Researchers argue that ensuring the right advertising by reaching the right demographic is the first step towards smart marketing. Evaluating the match between the advertisement content and the recipient / audience must also be considered before adve you

rtising activities are launched. 

Advertising distribution 

Choosing the right media to advertise is important for advertisers and should be used as an important strategy in advertising. Selection of the best media will make advertising more effective and efficient, messages will be received by the right audience, those with correct characteristics of needs, preferences, culture, geography and demographics. Below are some media and means that can be used and become a distribution tool in effective advertising and marketing to achieve consumers interest and eventually consumers will remember about the advertised products/services, get the effect of AIDA, and achieve or increase top of mind.

Social Media 

Social media is an internet-based platform that emphasizes human interaction. Social media is the interaction between people and their work, a place to share, exchange, and comment on content in virtual communities and networks. Social media is now increasingly playing an important role in life and has become a popular space for marketers to promote products on one side and customers can share their opinions about products or stores on the other side. 

Online Advertising 

With the rise of new media and along with technological developments, companies are exploring business opportunities. One of the most popular advertising and commercial ventures strategies is online advertising. Online advertising is an advertising method using the internet and the World Wide Web with the aim of conveying promotional messages to attract consumers. Online advertising has several forms and implementation strategies, namely contextual advertising on search engine pages, banner advertisements, advertising networks and email marketing in.

Digital Signage 

Figure 1: Digital Signage in supermarket

Digital signage is a promising medium that wins over information chaos, because digital displays provide new opportunities and advantages over traditional static signage. Digital signage can be used for a variety of purposes including advertisements by advertisers. In advertising, a digital signage system selects and displays advertisements based on contextual triggers such as time, location, weather, audience characteristics, and others. This supports various interaction mechanisms. Digital signage has advantages in terms of size, increased flexibility, and in terms of user attractiveness. Digital signage displays come in different sizes from cell phone size to wall size. Digital signage offers several special features and benefits. Digital signage solutions offer fast, effective and flexible content control and display. Moreover, updates are fast and flexible, without the need to interact with the signs physically, which eliminate the high costs compared to creating and distributing a print advertisement campaign. Digital signage practically eliminates content distribution costs and traditional printing costs, reduces construction costs and reduces distribution and installation costs. 

There are positive benefits of using digital signage, namely increased sales, creating a more intense shopping experience for customers, increasing customer loyalty, helping to increase brand awareness, selective influence of purchasing behavior, lowering operating costs in the long run , reducing product introduction periods, and reducing customer perceived waiting times.

Endorser Marketing 

Figure 2: Use of Blackpink Endorser on Samsung Advertisements

Endorser Marketing with endorsers is a common and useful strategy. People who influence certain individuals or groups are called endorsers. Endorser marketing can be categorized into celebrity endorsements and non-celebrity endorsements. Non-celebrity endorsements are people who are not celebrities/artists who are used in advertisements. Celebrity endorsements are people who use their public recognition and appear with the consumer goods advertised with her/him. McLuhan said that since the filming of advertisements often uses artists as performers for their products, now advertisements look more and more like scenes in movies. A celebrity is an individual “whose name attracts attention, attracts interest, and is valued for making a profit” such as a celebrity or artist. In other words, celebrity endorsers have a special influence on people’s behavior. This study uses these various strategies and media or means of marketing and advertising as an analysis knife in research on the strategies and media used by the Samsung Brand.

[To be continued…]

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