So i have been looking at the marketing and advertising strategies of two events Hyper Japan which has now past and the International Outdoor Event Expo which is on as from tomorrow.
I may have been looking at the marketing strategies but in the advertising strategy we need to analyse what type of force each event may be using, no we are not talking star wars and yes we are talking about advertising theory. If you are now thinking what is he talking about, let this clever bunch explain the strong and week forces of advertising.
Strong force
"Advertising seen as a strong force suggests that it has a direct and positive impact on sales"(Pickton & Broderick 2005).
Week force
"Advertising seen as a week force suggests that advertising works through a process of reinforcing and maintaining brand values and defending market share. Its effect on sales is therefore less direct" (Pickton & Broderick 2005).
Right then!! where does that leave us? And what difference does it make to Hyper Japan and The I.O.E.X?
Well it is good to know these two differing understandings of advertising when making a close analyses of two companies advertising strategies.
In my personal view i believe advertising to be a bit of both theories.
However if i had to say which force each event had been using and i had to choose one over the other under the pain of death! It would be the strong theory.
It is obvious that both are new events and that they are both using advertising to create a positive impact on sales. Neither of the events are of an age or popularity that the consumer business or general public will see their advertising and think crikey that has reinforced their brand values.
Sorry A.S.C Ehrenberg you lose this time, J.P Jones strong force was to strong!!
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