Possession Utility: This represents the transfer of title and
ownership of the product including provision of information for
convenience in purchase, usage and, or consumption.
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The Hidden Message Theory: The idea that advertisements
mislead and unconsciously manipulate the viewer was advanced by
sociologist Vance Packard in his 1957 best-seller, The Hidden
Persuaders. Packard argued that advertising is dangerous because it
uses psychology to create emotionally-loaded hidden messages.
Because the message is hidden, the viewer’s critical resistance is
evaded and minimized.
The Cornflakes ad advertisement, for example suggests this product
promotes not just good physical health, but also good mental health. It
is a classic instance of “a doctor uses this product, it must be
healthy” approach. It also demonstrates how psycho-analysis has entered
the mainstream and become something of a joke. The joke is that we are
all split personalities, wavering between lazy hedonism and disciplined
self-improvement. Happily, cornflakes serve both interests: they are a
candy-like treat and they are also a form of breakfast.
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Empirical Framework
Some researchers have carried out research works on marketing strategy
in relation to marketing performance. Some of them are discussed herein.
From the work conducted by Offman (2008), it was concluded that the
adoption of marketing strategies positively influence the consumer
product purchase. In carrying the research, primary data were collected
and tested with correlation models.
Also Solo(2007)) conducted a research on the effect of advertising on
the patronage of selected consumers in the remote areas of Enugu State,
147 respondents were adopted for the study. It was concluded that
advertising makes it easier for a product quality to be compared to
other similar product.
Au and Henderson (2006) conducted a research on the effect distribution
strategy on the marketing efficiency of consumer goods in China. Then
133 respondents were adopted for the study. It was concluded that there
is significant correlation between sales turnover and the amount of
money a firm expends on physical distribution activities.