One key characteristic that distinguishes a service from a good is intangibility. A service, therefore, cannot be perceived by the senses as easily as a product.
Promotion often utilizes images and pictures in the process of achieving strategic goals. But with a service, there may not be anything physical to photograph. As a result, when promoting a service, a company must often use symbols to represent the offered service.
For this week’s Application, select three organizations that you have seen advertised (select at least one service and one product among the three organizations). For each of the organizations, review its website, specifically focusing on the digital media used to market its products or services.
Submit a paper using APA style that addresses the following:
Explain how these organizations make use of digital media to represent their brand to specific segments of the market. Describe the symbols each of these organizations employs.
Provide an explanation of the intended messages the symbols convey to potential buyers. Use specific, direct evidence and examples to support the assessment.
Explain how the symbols being used in the digital media attract or align with the targeted segments. Your analysis may find that the symbols do not align with the targeted segment; if so, be sure to explain why.
Be sure to support all of your conclusions with references to this week’s Readings, your own research, and—if applicable—your own experience.
Guidance on Assignment Length: Your paper will typically be 2–3 pages in length (1 to 2 pages if single spaced) (excluding title pages and reference). Refer to the Week 6 Application Rubric for this assignment for specific grading elements and criteria. Your Instructor will use this rubric to assess your work.