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BUSS 622

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Various organizations face difficulties comprising their advertising or marketing plans

while communicating with their customers in the market. These difficulties or obstacles may

impact the company's attempt to communicate with the public effectively (Fan et al., 2013). One

of such difficulties includes misunderstanding of the message, which may be due to how the

customer interprets the message, or it may be based on the context of the message from the

company. For instance, H&M had once produced children's clothing that caused

miscommunications. They had a Caucasian child wearing a shirt containing the theme "Survival

Expert," and in another, there was a case of a negro wearing a shirt with the theme "Coolest

Monkey in the jungle." This caused problems for the company to the extent it had to apologize to

the public, especially the blacks ("H&M apologizes for "Monkey" image featuring Black child,"

2018). A second difficulty is based on miscommunication where the intended customers or target

audience are not reached. This is associated with overlooking things and using incorrect

methods. A third difficulty is lack of motivation which may arise from a lack of response by the

customer. For example, a car dealer company may advertise their brand and use promotions of

award-winning, but the target audience shows a lack of interest. Lastly, noise may be a difficulty

which may cause distractions and confusion among the consumers (Keegan and Green, 2020).

For example, some years back, the Burger King company had an advert with so much noise and

distractions since they used a disturbing plastic character which caused their marketing strategy

to fail and be overtaken by Wendy's fast food.

When determining the significance of global sales promotion strategies, it is imperative

for companies to review advertising types and methods. Different countries have different

reception of different advertising methods and messages contained in the advertisements. A

company is capable of determining patterns that are popular when reviewing local marketing
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strategies. For success, it is also critical to tailor advertisements to consider the audience (Keegan

and Green, 2020). The possible issues that may be experienced in different countries' markets

may be trade problems, problems with the brand, or the cost of the product.

Personal selling entails interactions on a one-on-one level or, most likely, the interaction

between the buyer and the seller. This type of marketing fosters a direct relationship between the

buyer and the seller. On the other hand, direct marketing emphasizes the effect of purchasing a

product or the impact of the sales. It is transactional in nature (Keegan and Green, 2020).
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References

Fan, D., Geddes, D., & Flory, F. (2013). The Toyota recall crisis: Media impact on Toyota's

corporate brand reputation. Corporate Reputation Review, 16(2), 99–117.

https://doi.org/10.1057/crr.2013.6

H&M apologizes for the "Monkey" image featuring a Black child. (2018, January 8). The New

York Times – Breaking News, World News & Multimedia. Retrieved from

https://www.nytimes.com/2018/01/08/business/hm-monkey.html

Keegan, W. J. & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from

https://www.vitalsource.com