century, the integration and coordination of different messages aiming to portray a single and unique image to all stakeholder groups have become both more important and more difficult to achieve” (Kitchen & Burgmann, 2010). In modern times, there are various ways for consumers to view media and advertising. It is important to have a specific strategy to ensure all consumers are receiving the message you want them to get. This becomes even more critical when evaluating the internet as a marketing platform. While some companies may stay away from online advertising, sticking to more traditional marketing methods, the internet is becoming a platform to reach millions of consumers, at a relatively low cost. Gurău (2008) claims that in order to apply IMC principles, the internet is a requirement for companies. Based on the eight characteristics listed by Kotler & Keller (2016), GoPro uses three consistently. GoPro uses standard advertising for their products. They utilize paid promotions to target their widespread audience. Secondly, GoPro hosts events and experiences to lure in their target consumers. The biggest of these events is the ‘GoPro Mountain Games’. According to the Mountain Games website, this is a 3-day long event hosting 11 disciplines and more than 30 competitions testing the strength and mental toughness of competitors. In addition to these competitions, there are also a variety of vendors, athletes, and sponsors present to host side- events for spectators. This gives GoPro a much larger audience in which to market their products. Third, GoPro’s largest, and arguably most successful component of IMC, is online and social media marketing. GoPro uses user-generated content for most of their social media posts.
Running head: Marketing Management Group Project: GoPro Hero 8 – Final Submission 40 This method of promoting their product is very cost efficient and it is effective because it creates a community within GoPro users. GoPro finds and collects content through ‘hashtags’, or through contests it hosts online (GoPro, 2019). By using the videos and content created by the consumers who have already purchased their product, GoPro can convey the message that anyone in their target audience can do it. It creates authenticity in the brand that is hard to replicate through other means. Advertising Media Mix Kotler and Keller (2016) state that “advertising can be a cost-effective way to disseminate messages , whether to build a brand preference or to educate people” (p . 586) . The biggest companies run advertising campaigns via television , newspapers , radio , billboards , etc . and sponsor high profile events to bolster business , educate the public , and create brand recognition . The specific product and targeted market will determine which sort of advertising will be most successful for a company to exploit .
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