Analysis of Advertisement Practices for Google LLC - myassignmenthelp

Question: Discuss about theAnalysis of Advertisement Practices for Google LLC. Answer: Introduction Google LLC is a multinational technology organization of American origin which mainly specialises in the various internet related products and services which include the advertising technologies that are used online, the search engine developed by the company, software, cloud computing and hardware. Google was established in the year 1998 by Sergey Brin and Larry Page. The organization provides its services and products in various countries of the world and is well known in the industry for the positive working environment that they provide to the employees (Google.co.in. 2018). The report will be based on the analysis of the advertisement and communication related strategies that are implemented by Google to improve its operations in the countries. Analysis and identification Segmentation process The Roy Morgans Value Segmentation analysis can be used for the analysis for the various products that are offered by Google including, Google AdWords, AdSense, Google Analytics, G Suite, Google Checkout, Google Maps, Google Shopping, Google Alerts, Google Books, Google Custom Search, Google Finance, Google Groups, Google Hotel Finder, Google Image Search and many more (Batra and Keller 2016). The different value segments of Roy Morgans analysis are as follows, Socially aware The customer segment of Google includes people who are socially aware and are able to make a choice carefully. Visible achievement Google has customers in the value segment which consists of people who are successful in their own fields and are able to retain the traditional values. Young optimism The young and optimistic group of people are the major customers of Google. They have helped the company to gain the position that it has been able to acquire (Blakeman 2018). Real conservatism Google consists of a huge base of young and motivated people who have innovative ideas. Look at me The young and rebellious people are also a major part of the customer base of Google. These people are mainly looking for freedom and fun in the various products that they use. Conventional family life The customers of Google are also present in this segment where the people are mainly seeking the value for the money that they have paid. Traditional family life This segment consists of people who do not like changes in their lives. The customers of Google in this segment are not quite high (Datta, Ailawadi and van Heerde 2017). A fairer deal This segment consists of the pessimistic people who are cynical about the various processes that happen around them. Google has many customers in this segment as well. Something better The people who want more from their lives are also a part of the huge customer base of Google. Basic needs The people in this segment belong to the group of people who live in a connected world. Persuasion analysis The seven major tools that are used for persuasion analysis are as follows, The technique of giving and receiving This tool has helped Google to attain a position in the market where the customers are loyal to the company. Admitting the weaknesses Google has also been true to the customers in admitting the mistakes that have been made by them (Kitchen and Burgmann 2015). Emphasizing on potential losses Google has tried to maintain its position in the market by giving attention to the potential losses. Highlighting the similarities Google has attempted to communicate with the customers in the ways which they like. Appealing to the reputation The reputation that has been created by Google in the market has helped the company to increase its customer base. Using social proof The organization has provided enough proofs of the past successful ventures to the customers to attract them (Luxton, Reid and Mavondo 2015). Taking one step at a time Google is famous in the industry to take a single step at a time towards creating its strategy. Analysis of the current practices of advertisement The marketing strategy of Google has been based on increasing the awareness that is related to increase of sales and revenues of the company. The marketing teams of the company aim towards increasing the awareness related to the brand among various consumers. The Google marketers work with the entire team to manage the various strategies that are based on advertising. The marketing techniques that are used by Google can be analysed with the help of the 7 Cs of the marketing communication mix (Parente and Strausbaugh-Hutchinson 2014). Clear Google has always provided clear messages with the help of its advertisements that are placed by the company. The goal of the company related to the advertisement is also communicated clearly to the consumers. Concise The taglines that are formed by Google are short and concise in nature which is helpful for the company to reach a wide range of customers within a short span of time. Concrete The message that is communicated to the consumers with the help of the advertisements placed by Google is concrete and the consumers get a clear view of the entire objective of the company. Correct Google has been quite successful in providing the best possible message to the consumers so that they are able to connect with the company. Coherent Google has been well-known in the technology industry for placing logical and relevant messages with the help of its advertisements (Valos et al. 2016). Complete The messages that are provided by Google with the help of its advertisements are complete and are able to provide the entire message to the consumers. Courteous The communication process used by Google is friendly, honest and open in nature. The consumers are able to connect easily with the company with the help of the efficient communication process of Google. Current IMC practices Integrated marketing communication or IMC practices are mainly related to the process by which the organizations aim to plan the communication related processes which gives the business chance to generate better results. The organizations require integrated marketing related strategies for the purpose of achieving the objectives (Luxton, Reid and Mavondo 2015). The major objectives that are related to these strategies are, it is cross channel in nature and takes advantage of the different marketing tools that are available. The strategies are totally customer focussed in nature and the customers are the main focus of these strategies. The integrated marketing channel further analyses the strengths and the weaknesses so that appropriate strategies can be formulated. Google also has been using appropriate integrated marketing channels to reach the customers in an effective manner and promote its services and products (Valos et al. 2016). Conclusion The report can be concluded by stating that Google has been successful in gaining the position in the market which they enjoy at present with the help of various marketing and communication techniques that have been useful for its customers. The integrated marketing channels of Google have played a major role in the success of the company in the market. References Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New findings, new lessons, and new ideas.Journal of Marketing,80(6), pp.122-145. Blakeman, R., 2018.Integrated marketing communication: creative strategy from idea to implementation. Rowman Littlefield. Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?.Journal of Marketing,81(3), pp.1-20. Google.co.in. (2018).Google. [online] Available at: https://www.google.co.in [Accessed 18 Apr. 2018]. Kitchen, P.J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a strategic level.Journal of Business Strategy,36(4), pp.34-39. Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance.Journal of Advertising,44(1), pp.37-46. Parente, D. and Strausbaugh-Hutchinson, K., 2014.Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning. Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. and Maplestone, V.L., 2016. 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