Week 3 Discussion

Respond to the following in a minimum of 175 words (Use APA Style):

Assume People’s Plumbing owns a national chain of licensed, local plumbers who fix all residential plumbing issues. Pricing is based on an hourly fee plus parts, but the customer is given a cost estimate after the initial $25 inspection. The company has been successful over the last 30 years by advertising primarily on television and radio. They stress their key message which is that their plumbers are qualified, clean, and take care of problems quickly. Discuss messaging approaches that would be appropriate for the company and any media consideration. 

Response:

Reply to these two students below. Be constructive and professional in your responses. (minimum of 175 words) (Uses APA Style)

Student 1- Emily Mccallum)

There are many different types of appeal People’s Plumbing could engage with – fear, humor, sex, music, rationality, emotions and scarcity (Clow & Baack, 2018, p. 287). Owning a home, I know the very real fear and struggle with water in the house. It is not something to be taken lightly. Working with a plumbing company is often not a prolonged choice, rather it is driven by a problem like required immediate, professional help. I believe fear and emotional appeal would be most effective here.

· Fear could be a successful approach. The company can focus on the fear of a house flooding, if the wrong plumber is selected or maintenance is not completed. Then highlight how this will not happen if you make a simple call to People’s Plumbing.

· Emotional appeal could also be successful.Typically, consumers do not pay attention to ads and content goes unnoticed. This approach will increase attention and create a sense of attachment (Clow &Baack, 2018, p. 299). This approach is best used with visuals so it would be best to use this with TV advertising.

Reference

Clow, K. E. & Baack, D. (2018). Integrated advertising, promotion, and marketing communications (8th ed.): Pearson.  

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Student 2- James Burns)

I feel stress is another approach where the homeowners are stressed from the cost of such of a repair. I am all to aware of damages to plumbing issues to almost any issue that comes as a homeowner.

Television and Radio are still very viable options still in this day. According to "The Car Connection", the average American spend 8 hours and 22 minutes per week in their car. Now within the time frame normally an ad could repeat 2-3 times a day. In that time frame you can suggest a person could hear that commercial.

The Car Connection

Now if you watch TV a commercials take up to about 14 mins and 15 secs of an hour. In that time you could see "People's Plumbing" at least 2 times an hour. That would give the viewer enough time to catch the information to call. Time- Commercial Integration

Another suggestion would have to be social media. Utilize whatever areas of media you can to promote your business. Twitter account, Instagram and Facebook to name a few. You could even place an ad on YouTube with everyone watch videos on "How To" videos. I would suggest any avenue you could to get the message out there.

References:

https://time.com/96303/tv-commercials-increasing/

https://www.thecarconnection.com/news/1122782_study-americans-spend-18-days-in-their-car-per-year-forge-close-bonds-with-a-vehicle

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