Serving Customers in Global Markets Essay Example | Topics and Well Written Essays - 1000 words

Serving Customers in Global Markets - Essay Example Laughter, fear, sadness, desire, and inspiration are just some of the many emotions TV induces in viewers. TV reaches millions of people worldwide, is affordable, and combines audio and visual power to create the ultimate advertising machine. Below is a screenshot of a TV advert: Website advertising uses the power of the internet to convey the intended messages to consumers. With increased internet penetration and the expansion of the â€Å"internet generation,’ website advertising is giving TV a run for its money (Aalberts & Nill, 2012:97). In fact, website advertising is currently the second-most powerful advertising media in the world, in terms of revenue and reach. Just like TV, when used correctly, website advertising can trigger different emotions in consumers and capture their attention (Barry, 2012:37). These facts make these two media the best options for discussion in this paper. Below is an image of a website advert: Understanding consumers’ psychology provides marketers and manufacturers with knowledge of consumer preferences and spending habits. The clichà © saying, ‘customer is king† rings true in this case (Proulx & Shepatin, 2012:58). Understanding consumers’ psychology supports selling products or services that are almost guaranteed to be successful. Studies have shown that marketing expenses, marketing risks and failure of products or services are reduced when consumer psychology is understood. The message the advertiser wishes to communicate in the TV advert is that the new song is exclusive, it is affordable, and it comes with other incentives that the viewer will not get elsewhere. In the website advert, Dolan Jewellers wants the consumer to know that they have a moving sale, there are special offers, and time is running out for those who have not bought anything yet. Research has shown that emotional and psychological messages resonate more with customers than feature and