A Samsung video campaign featuring a woman jogging alone at 2AM while wearing her headphone has been criticised as unrealistic and insensitive. The video comes after the death of 23-year-old woman who was killed while out for an afternoon run. Samsung issued an apology, removed the video, and explained the situation on social media. (a) Identify and explain two communication mix tools adopted by Samsung in the case. Discuss the objectives of the identified communication mix. (12) (b) Discuss the possibility of communication barriers which leads to the criticism.
Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
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