Apromotional campaign is an essential tool of marketing that is usedto introduce a product or service to an audience. It is important tohave a well-choreographed campaign aimed at attaining goals andproviding the best results. It is a form of art that marketers use toget to their potential customers. The purpose of the paper is toestablish the role of art in creating an effective promotionalcampaign.
Tolstoystates that people may not always interpret art the same way, what isfavorable to one person might be extremely different to someone else.A promotional campaign should be able to package the producteffectively according to the needs and preferences of the targetaudience. Tolstoy states that art does not exist without propercommunication (Diffey, 2014). A promotional campaign should have anappropriate communication channel whereby the company listens to whatcustomers need and prepares the product that is suitable for them. Itcan establish the best channel to use to advertise the product suchas face to face meetings, sales presentations, and social mediaadverts among others. Roosevelt states that what one person mightneed is not what another might want (Roosevelt, n.d.). It isessential then that a promotional campaign keeps the objectives clearand appropriate to meet the expectation and wants of the customers.An effective campaign should be able to research the preferences andinterests of the customers before it presents the product. Thestrategy ensures that a company meets its goals which include themessage reaching the intended target, the message is understood, andthe customer takes action like purchasing the product (Lake, 2016).
Rooseveltstates that the idea to exhibit modern painters with traditionalartists might have been creative, but he was reluctant to accept theartwork from Cubans and modernists (Roosevelt, n.d.). This form ofart shows that one might be unwilling to change according to thechanging times. A promotional campaign should be able to accommodatethe needs of the customers by establishing a promotional messagewhose content structure and format appeal to buyers.
Insummary, an efficient promotional campaign should be able toinfluence customers on a product, entice them to buy and maintaintheir interests on it, to keep coming for more. Different people havevaried interpretations of art however, the effectiveness of apromotional campaign can be realized through an elaborate strategy tomarketing communications. Companies must be well informed of theircustomer base to ensure that there is no communication breakdown.
Diffey,T. (2014). Tolstoy`s`What is Art?` (Vol.4). Routledge.
Lake,L. (2016, October 30). 7Steps to Planning a Successful : Howto Plan and Execute a .Retrieved fromhttps://www.thebalance.com/steps-successful-promotion-campaign-2295836
Roosevelt,T (n.d.). A Layman`s View of an Art Exhibition. Retrievedfrom http://www.theodore-roosevelt.com/images/research/treditorials/o183.pdf
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