Introduction to Marketing

Video 1

This video compares the brands and their advertisements/promotions in past and present situation.

In olden days there used to be few brands and clear unique selling propositions, the customers could easily select the brands they wanted due to fewer brands in the market.
The promotions of the brands in the past are based on one to one recommendation, covering all the houses and explaining them about their products and through mass media communications by using newspapers and television (prime time news).

About 60% of coverage is done through TV-spots, so TV became the first choice for advertising their brands since it is the easy way to reach more people. The advertisements made an impact on the minds of the people, whenever they want to buy any product they could recollect the advertisings on TV by this way it has become 100% successful. The result of this is few customer became loyal to a particular brand.

In modern world life isn’t so easy, because now the times have changed due to globalization, internet penetration and media explosion. Due to too many brands emerging about 65% of people feel they are continuously bombarded with ads. If a customer visits a super market he/she will come across lot of brands/products and sometimes it makes their choice difficult. In current situation customers are dependent on social media reviews, personal opinions from their colleagues, friends and family members for particular brands before buying them. Slowly the concept of one to one marketing is changed to many to many. With many brands in the market there is a chance that customers may not give importance to the advertisements of all the brands hence the customer feels it like spam and finally becomes skeptical about the particular brand.