Directtv

The DIRECTV advertisement is a four page circular that provides considerable amount of information regarding why a consumer should switch to their service. The information is presented in such way that highly and lowly involved consumer behavior is satisfied. The detail is available for highly involved while the lowly involved can process the highlights which are easily recognizable through color and font size. This paper will analyze the benefits, competitor differentiation, market segmentation, effectiveness and recommendations of the DIRECTV advertisement.

Benefits

The promotion mix utilized in this circular is advertising and sales promotion. The use of print media allows a consumer to process the information at their own speed. “Thus, print is effective in communicating detailed information about a product. This is particularly important for most industrial products and high-involvement consumer goods” (Mullins and Walker, 2010, p. 354). The DIRECTV advertisement clearly defines the benefits to the consumer. Three of their service packages are summarized along with the monthly cost of the package. The details include number of total channels, whether or not HD channels are included and the number of shows/movies that are on demand for each package. In addition, each package includes one or more premium channels at no extra charge for three months. Also, the advertisement includes incentives to further entice consumers to switch their services in the form of reduced monthly charges for the first two years of service. In addition, they offer details why their service is better. They are also clearly identifying other benefits such as free installation, local channels being included and signal reliability.

Differentiation

In a manner of speaking, the advertisement does differentiate itself from their competitors. The goal of the advertisement is to get consumer to switch to their service by providing reasons to switch. They have identified one...