Kramer, L. (2007, January 17).
Nowadays the competition among all companies in the world is very strong. In order to gain profits and to be a leader on the market, the company has not only to be controlled well but it has also to recruit skilled professionals. One of the most important departments in every big company is a Marketing department. One of the responsibilities of the Marketing department is to develop an effective media plan with the usage of good communication techniques. While developing a media plan, the specialists have to consider many issues, including: target audience – who is the target audience of the company?, geography – where is the product distributed?, creative considerations – does the company use the communicative strengths of the media effectively?, competition – what are the elements that separate the organization from its competitors?. If the company wants to increase profits, it has to use good marketing communication techniques. The most important thing in every marketing communication campaign is to take a decision which group of consumers to target. All other communication decisions will flow from this. There are following marketing communication techniques, namely: research, brand planning, website development, online media advertising, direct marketing, analytics, interactive research and planning, promotion and so on (Kimmel, 2005). The effective media plan is of great importance for attracting new clients and maintaining the old ones. In this paper I would like to consider the media plans of two toothbrushes'' manufacturers, namely: brands Colgate and Crest.
Both Colgate-Palmolive and Procter&Gamble are multinational corporations which have subsidiary companies all over the world. These corporations put much money in advertising to attract and maintain customers. One can see the advertisements of these two manufactures on the street (billboards), on TV, in the newspapers, in Internet, in the shops and so on. First of all, both companies produce toothpastes for any age (infants, teenagers, adults and seniors). Secondly, these two corporations offer a wide range of products. For instance, Colgate offers toothpastes for plaque and gingivitis prevention, fresh breath, tartar protection, baking soda, tooth whitening, cavity protection, gels, sensitivity relief, as well as toothpastes for children (www.colgate.com). If to consider the range of Crest, one can find everything to his/her taste and for any age (www.rest.com). For example, Matt Barresi, Procter''s marketing director for oral health care in North America told that the target customer is “quite an information seeker” (Kramer, 2007).
It means that people do not understand the difference among the products. Simply advertising is a very strong instrument and attracts and influences people very much. A few people try to go into details and find out all necessary information and take a decision which company produces better toothpastes. The customers think that if the product is advertised, it must be good. Moreover, people believe that all information, shown on billboards, presented in the newspapers and magazines, and on TV can not but be true. The dental offices are flooded with advertising material. Colgate-Palmolive and Procter& Gamble put much money in advertising but they return this money in the form of the increase of customers. Procter and Colgate-Palmolive try to persuade consumers that differences between their toothpastes can affect health. For instance, Mark S. Wolff, a professor at the New York University of Dentistry, called the toothpastes “essentially the same” (Kramer, 2007). For Instance, Procter&Gamble produced such a toothpaste as Pro-Health. The American Dental Association published the information that this paste is the only one that helps against gingivitis, cavities and plaque, whitenes teeth and reduces sensitivity in teeth. But there is one remark: in order to get a seal of A.Dthe marketer has to pay for the scientific review. (Kramer, 2007). On the whole, I would like to demonstrate how advertising influences people and increases the quantity of customers. Susan F. Harrison, vice president for United States marketing at Colgate-Palmolive told that one on-line commercial was shown in October on Yahoo. Because of that advertising the Yahoo page was visited 94 million times that day by 16 million unique visitors, and traffic to the Colgate Total site jumped 2,000% (Kramer, 2007).
Kimmel, Allen J. (2005).
Marketing Communication: New Approaches, Technologies, and Styles. Oxford University Press.Kramer, L. (2007, January 17).
Kramer, L. (2007, January 17). In a Battle of Toothpastes, It''s Information vs. Emotion.
The New York Times. Retrieved January 27, 2007. Web site:
http://www.nytimes.com/2007/01/17/business/media/17adco.html?ei=5070&en=c200