Name:

Institution:

Course:

Tutor:

Date:

New Business Paper: Nintendo Wii

The role of advertising in enhancing the sales of the product and improving the organizational revenue can not be over stated. Advertising plays an important role in informing current and prospective consumers about the attributes of a product and convincing them to purchase the same for their individual consumption. However, in order for an advertisement to have an impact on the consumer base, it needs to address certain aspects that contribute to consumer satisfaction. This is particularly important in the technological field that is very dynamic. In this regard, it should also be acknowledged that a significant percentage of companies in this market have assumed aggressive modes of promoting their products. Seemingly, the producer of Nintendo wii has been unable to penetrate the video game industry because of the competitive nature of the market. However, ineffective advertising methods have also contributed significantly to this state of affairs.

Promoters of this product use direct mail to reach their target market. The content of respective mails entails a customized description of the product to fit consumer expectation. The reason for using this method of advertising was that it reaches a wide range of consumers and it is not costly. However, Caples and Hahn (1998) indicate that use of direct mail in advertising is not reliable because of the fact that most mailing lists become outdated quickly. In addition, the respective messages are delivered as junk mails and hence the likelihood that they might be read is very low. This can be used to explain why the method has not been useful in influencing consumer buying decisions.

Advertising in magazines has also been employed in promoting this product. In particular, magazines that sell electronic products have been employed for this. The rationale behind use of this method was that the advertisement was likely to reach the target consumers. Ideally, a significant percentage of consumers that buy electronic products tend to be interested in video games as well as other forms of software. However, this has not yielded beneficial results because of the inconsistency in advertising. Market researches indicate that magazine advertising can be very expensive and arguably, this prevented the company from consistently advertising Nintendo wii using this method.

Relative to this has been the use of newspapers in advertising. The decision to use this method was informed by the market trends that indicated that most consumers of computer and video games read magazines and newspapers. However, this method has not been successful as the habits of consumers regarding reading newspapers have recently changed. At this point, it is certain that the promoters of this product need to devise a new mode of advertising in order to realize their marketing strategies.

The most ideal mode of advertising that would enable the company to improve sales and revenue is online advertising. This can be effectively pursued through social networking sites and use of new media. In this regard, Pricken (2008) indicates that a significant percentage of the consumers are now available online. Social networking sites have proven to be very effective and influential in changing the attitudes of consumers towards various products. Besides being influential, use of social media in advertising is also cost effective and therefore does not involve a lot of risk. Most importantly, online advertising enhances the quality of products as customer needs are identified through relative feedback. Certainly, online advertising offers the best option for promoting Nintendo wii.

References

Caples, J. & Hahn, F. (1998). Tested advertising methods. USA: Prentice Hall.

Pricken, M. (2008). Creative advertising. USA: Thames & Hudson.