Consumers’ Responses to Non-Traditional Marketing Communication Strategies for Advertising Herbal Products

Authors: Chioma Ifeoma Agbasimelo, Stephen Afam Kenechukwu

Abstract:

The study examined consumers’ responses to non-traditional marketing communication strategies in advertising herbal products. The study identified the following non-traditional marketing communication strategies: (a) trado-instrumental marketing strategy, (b) trado-demonstrative marketing strategy, and (c) trado-iconographic marketing strategy. Anchored on the Black Box Theory, it adopted the survey design of three metropolises (Awka, Onitsha, and Nnewi) in Anambra State, Nigeria. Major findings indicated that among the identified strategies, the trado-instrumental marketing strategy is the most dominant strategy. Other strategies: (b) trado-demonstrative marketing strategy and (c) trado-iconographic marketing strategy, are sparingly used in semi-urban cities. It also found that consumers’ preferences and adoption of non-traditional marketing communication were minimal. Based on the findings, there is a need to create a unified system of integration of both traditional and non-traditional marketing communication strategies due to technology interfaces.

Keywords: Advertising, consumers’ responses, herbal products, non-traditional marketing communication strategies.

References:

[1] Storyteller Media (2021). Defining Non-Traditional Marketing (and 7 Creative ideas to try today. Retrieved on 11-3-2023 from: https://www.storytellermn.com/blog/non-traditionalmarketing-ideas.
[2] Marketing Schools (2020). Non-Traditional Marketing’s Explore the Strategy of Non-Traditional Marketing. Retrieved on 11-3-2023 from http://www.Marketingschools.org/typesofmarketing/non-traditional-marketing/
[3] Ekor, I. (2014). ‘The Growing Use of Herbal Medicines: Issues Relation to Adverse Reactions and Challenges in Monitoring Safety.’ Journal Frontiers in Pharmacology, 4(177): 1-16.
[4] World Health Organization (2005). National Policy on Traditional Medicine Regulation of Herbal Medicine: A Report of WHO Global Survey. Geneva: World Health Organization.
[5] Business Bliss Consultants FZE. (November 2018). Integrated Marketing Communication Program for Jeans. Retrieved from https://ukdiss.com/examples/integrated-marketing-communication-program-for-jeans.php?vref=1
[6] Arens, W., Weigold, M., & Arens, C. (2008). Contemporary Advertising. Boston: McGraw – Hill Irwin.
[7] Jamison, M. (2020). The Benefits of Non-Traditional Advertising- Content Integration Sponsorships. Retrieved on 12-3-2023 from https://www.fox12marketing.com/blog/the-benefits-of-non-traditional advertising-content-integration-sponsorships
[8] Blakeman, R. (2014). Non Traditional Media in Marketing and Advertising. London: Sage Publications Inc
[9] Beard & McCrindle, (2010). Seriously Cool Marketing & Communication with Diverse Generations. Retrieved on 12-03-2023 from https://www.academica.edu/35645607/marketingandcommunicationwithediversegenerations
[10] Kenechukwu, S.A., Ifeanyichukwu, E. & Chukwuemeka, G. (2020). Engaging social media for health information on marketability of herbal drugs among herbal drug dealers in Nnewi, Anambra State. UNIUYO Journal of Humanities, 24(2), 427-440.
[11] Wilson, D. & Agbasimelo, C. (2020) Ethnocommunicology, Neo-African Communication System and Metamorphosis in Nigeria. In Okunna, C. S.(Ed). Communication and Media Studies Multiple Perspectives. Enugu: New Generation Educare Ltd, pp 633-651.
[12] Ansu-Kyeremeh, K. (2005). Indigenous communication in Africa: A conceptual Framework. In Ansu-Kyeremeh (Ed), Indigenous communication in Africa: Concept, application and prospects. Accra: Ghana University Press.
[13] Kotler, P. (2003). Marketing Management, Prentice Hall 11th European Edition.
[14] Ohaja, E. U. (2003). Mass Communication Research and Project Report Writing, Lagos: John Letterman Ltd.