Think about a new product that has recently been introduced to the marketplace,

Question

Think about a new product that has recently been introduced to the marketplace, or of which you have just become aware. This product has probably been presented to the public by a combination of public relations, marketing, and advertising. Explain in detail how each of these tools was used to provide information to get consumers interested in the product.

For the product you chose for the previous question, choose one traditional integrated marketing method and one 21st-century integrated marketing method that you believe would be most effective for marketing this product. Justify your choices.

Explanation / Answer

Q1) The new product which has recently been introduced to the marketplace is Apple iPhone X which is the high-end and costliest smartphone from Apple.

Below is how each of the marketing tools are used to make consumers aware and generate interest in the product-

Public Relations - The firm has a strong PR and its brand name itself generates curiosity in the minds of consumers as they wait for the product to be launched. The firm has employed a different PR strategy to launch iPhone X. Instead of providing the iPhone X to the tech reviewers who write reviews on the phone as and when they explore it, the firm offered iPhone X to Youtube reviewers with significant following.

Marketing - The firm targeted high-end consumers and iPhone hardcore fans to sell its first wave of iPhone X pieces. It highlighted the add-on features like face recognition, wireless charging, significantly faster processor etc. to attract the consumers towards buying the product.

Advertising - The firm used Youtube reviews, tech reviews in gadget magazines and websites etc. as the media to promote the product followed by advertisements on traditional and social media.

Q2) The firm can use various traditional marketing methods like billboards, television advertisements concentrated at launch of iPhone, Thanksgiving and Christmas gift related ads etc.

The firm has used integrated marketing methods which focused on selling the new add-on and highly sophisticated features along with the premium on the product across various channels like print ads, Television ads, social media ads etc.

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