Intensification of a Marketing Strategy
Nearly all organizations that require clients or other supporters to function will engage in some form of marketing. This marketing is designed to both raise awareness of the organization, or of its products and services, as well as to convince recipients of the message to perform a particular action, such as to buy a product. In some cases, an organization will attempt to intensify a particular marketing strategy to gain greater results.
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Marketing Strategy
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Most marketing campaigns follow a particular strategy. This strategy encompasses three main aspects: the message that the organization is attempting to put forth, the form that the message takes, and the distribution of that message. An intensification of a marketing campaign can be defined as an enhancement or enlargement of one or all of these aspects. This intensification is usually done as a means of improving the strategy's effectiveness.
Intensification of Message and Form
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When a message is intensified, it means that the message is made more focused. While some marketing is multi-pronged, the intensification of a marketing strategy will require that elements of the message be enhanced and, in most cases, simplified. This goes hand in hand with changes in the form of the message. For example, a campaign might be intensified by re-editing a commercial to focus on one particular part of the commercial.
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Intensification of Distribution
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Strategies also can be intensified by increasing the distribution of the message. This can mean that a marketing campaign is moved from distribution on one medium -- say, television -- to a number of different media, such as radio, the internet and print. Intensification may also entail an increase in the volume of ads. For example, an ad that is running once an hour on television may be pushed to twice an hour.
Considerations
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Intensification can take two main forms: the expansion of a particular aspect of the marketing strategy and the elimination of other aspects. For example, in addition to expanding the amount of ads that an organization airs with a particular message, it may choose to pare down other ads. This intensification, therefore, can often work to focus the message and make it clearer to consumers with fewer distracting messages.
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