Marketing in the Media 2013 Essay Example | Topics and Well Written Essays - 1500 words

Marketing in the Media 2013 - Essay Example In accordance to Cant (2006), marketing is mainly associated with any marketing media event since the company can display its latest products. It is paramount to note that marketing is mainly defined as the creation of awareness that a certain product exists through any paid method form of non-personal either through various mediums that include e-mail, direct mail, print, radio or participation in a marketing media activity (Pride & Ferrell, 2013). The major purposes of such events are for promoting and presentation of services, goods or ideas by any identified sponsor who for the purposes of this study is Samsung Electronics Company. There are various examples of mediums that a company can fully utilize, and they include web pages, posters, billboards, radio, print adverts and the television, which includes the mostly viewed television commercial on the new cell phone, the Galaxy Note by Samsung. Sam sung first created and aired the first commercial when the latest Super Bowl footb all game was taking place, and it was shown on television to create effectively awareness on the numerous benefits of the Galaxy Note prior to the marketing media event in Europe. This commercial differentiated the new Galaxy Note from a very particular competitor at the same time targeting a certain specific market segment. This also happened in the marketing media event on September 4th, 2013 at IFA in Europe (Bloomberg, 2013). This unique marketing media event displayed the new Samsung Galaxy Note in a very creative and effective manner that attracted huge numbers of people who were curious on knowing the Galaxy Notes benefits. On the screen was the advert where the features of the Galaxy Note were displayed, and they included the new phone’s screen that is larger, the included stylus, the camera capabilities as well as the video conferencing that the new phone can facilitate. The phone’s camera capabilities include the video; the camera’s features for both t he back and the front and when it is at still status (Bloomberg, 2013). The marketing media event by Samsung at IFA is relevant to marketing since it was taking place at IFA, which is the largest consumer-electronics show in Europe where it attracts many people. It is also an event where various companies display innovations and products, which mainly rival their competitors, and this was an exception to the Samsungs’ activity at the event (Armstrong & Armstrong, 2009). This is an event where various high-flying company marketers usually use their latest expertise and current trends to highlight their products. It is vital to note that such an event will normally be knowledgeable to any marketer with a passion on their professional carriers (Pride & Ferrell, 2011). However, such great events will always have marketing issues that are at stake considering the high level of sensitivity that normally goes with such highly publicized events (Gillespie & Hennessey, 2011). Recent r esearch by notable marketing researchers has extensively shown that such high-level events will have marketing issues that are most likely to take place, and it is therefore, the job of the marketers’ in-charge of these marketing events to strategize on how they will handle such eventualities (Kurtz & Young, 2009). Among the marketing issues that are at stake on such events include the possibility of the event being a failure due