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Running Head: PROMOTIONAL STRATEGY AND ADVERTISINGAssignment 3: Promotional Strategy and AdvertisingTiffany S. RobinsonBUS508- Contemporary Business8/30/2015Dr. Christopher B. McGrath, PhD, MBA, PMC, BS, BAStrayer University
PROMOTIONAL STRATEGY AND ADVERTISING2AbstractPromotion is the method used to spread the word about your product or serviceto customers, stakeholder and the target market. Advertising is a way in whichcompanies communicate to potential customers in an effort to persuade them to choosea product or service they offer. This paper will review the promotional strategies usedby two different companies for similar products. It will also recommend ways eachcompany can differentiate itself using marketing and propose ways of utilizingconsumer oriented promotions. Analyzing the leading company in this product groupthis paper will provide suggestions to other companies to help differentiate themselvesfrom the competition and determine the most effective advertising method forcompanies in this industry. The promotional strategies of Pottery Barn and IKEA will becompared.
PROMOTIONAL STRATEGY AND ADVERTISING3Promotional Strategies of Pottery Barn and IKEAOne of America’s classiest and upscale furniture stores is Pottery Barn. This company hasbeen in business since 1949 and was acquired by Williams-Sonoma in 1986. Pottery Barn’s ideason home furnishings is that it should be exceptionally comfortable, high quality, stylish andvaluable (Pottery Barn, 2015). IKEA is a company that originated in Sweden, this company sellsready to assemble appliances, furniture, and accessories for the home. IKEA offers furnishingsthat are designed well and are highly functional at prices most people can afford. (IKEA, 2015).Pottery Barn advertisements boast an upscale home decorating experience in itsadvertisements.Pottery Barn customers are offered assistance in decorating each room in theirhouse with complimentary design classes and services with purchases (Pottery Barn, 2015).When customers enter a Pottery Barn store they are always greeted by a sales person who doesall of the work for you based on what you need for your home. Customers receive catalogs with,ideas for painting, decorating tips, and even recipes to entertain guests in you beautifullydecorated rooms. This allows customers to refer back to the catalogs periodically over time notjust for immediate purchases. Pottery Barn’s goal in marketing is to create life-time, customerswho are loyal to their brand. This is done by providing each customer with an effortlessexperience and remarkably crafted home furnishings.The promotional strategy at IKEA involves a mixture of television, newspaper andmagazine advertising, as well as company sponsorship. The company promotes the theory of
PROMOTIONAL STRATEGY AND ADVERTISING4“democratic design” which is represented in all forms of advertising used by the company,especially in their catalog. This design concept is comprised of the following elements: form,

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Term
Summer
Professor
Akpan
Tags
Marketing, Advertising, Pricing, Brand, Pottery Barn

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