Ch. 16 - Advertising, Public Relations and Sales Promotion

Samsung participates in multiple forms of advertising: institutional advertising, product advertising, and pioneering advertising. It is a group effort between Samsung, the manufacturer of the product, the participating retail stores and phone providers, and marketing firms to reach the general public to educate them about the possibilities of the products being sold. Samsung themselves often participate in institutional advertising, ensuring that their company name is held in high regard and their product reputation precedes them. Participating retailers that sell cell phones and phone accessories often use product marketing to target customer specifically to come and buy their products, rather than employing a marketing strategy that will ensure their company's reputation (as Samsung does through institutional advertising.
The final and third method of advertising Samsung utilizes is pioneering advertising. The Samsung Galaxy S7 was the first mobile device released with virtual reality software that isn't cumbersome because of long wires and bulky technology that often comes as a consequence of buying the in home, non-mobile version of the virtual reality software. It is left in the hands of the marketers that Samsung hires to make the general public aware of the virtual reality function and its convenience.