On advertising as a strategic management tool
Marketing and advertising is not confined only to market expansions. It is also about retaining existing customers. Advertising is beyond just communicating to sell. It is about strategic planning, segmenting audiences, attracting consumers through creatively designed campaigns, effective brand management, developing and using innovative media strategies and monitoring competition.
On current trends in advertising
Current trends clearly show the usage of technology and Internet in the field of advertising. Public service and public interest advertising, non-commercial advertising, cause marketing, and social marketing are different terms for (or aspects of) sophisticated advertising and marketing communication techniques on behalf of non-commercial and public interest initiatives.
Moon B Shin, Managing director, LG Electronics India Pvt. Ltd
Innovative creative executions, especially billboards, are one of the current trends in the world of advertising. Also, the incorporation of corporate social responsibility has given birth to the philosophy of public interest advertising, which revolves around social marketing. Another upcoming trend is covert advertising, when a product or brand is embedded in entertainment and media. Advertising on the Internet is a recent phenomenon. Email advertising is another. Primarily, the big picture of advertising in the current scenario features an amalgamation of technology and innovation.
On LG’s advertising mantra
LG’s advertisement philosophy is based on four pillars—quality, trust, customer care and leadership. As a brand, we connect emotionally with our consumers; whereas, at the product level, feature-centric communication is designed, giving rational reasons to customers to prefer our brand.
Our target customer is a ‘premium seeker’ who never wants to compromise between design and technology and wants it all. At LG, we realize that we are in the business of persuading potential consumers and, therefore, work towards motivating consumers to buy our products, experience our services and enjoy a long-term, fruitful partnership with our company.
On diverse media platforms
Advertisements are designed to generate increased consumption of products and services through the creation and reinforcement of ‘brand image’ and ‘brand loyalty’. For this purpose, advertisements embed their persuasive message with factual information.
Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards.