Chapter 16 - Advertising, Public Relations and Sales Promotion

      Motorola has invested considerable amount of money on advertising just as much as every other mobile phone company in the industry. However, it has gone in to great lengths to advertise products to the target market. It was well demonstrated in one of their latest advertisement for Moto X. They published an ad on the "Wired" magazine. It was not an ordinary advertisement. It was an interactive advertisement that allowed readers to select the color of the phone. An image of the advertisement is posted below for further review. It was an innovative approach, because they utilized a medium that lacks appeal to modern society, yet made it an interesting advertisement to promote their brand new phone.

When Readers tap the color tabs, the Color of the Phone Changes Accordingly 

Motorola also excels in comparative advertising. When Apple decided to make their own maps application, it ended up as a disaster since it navigated people to wrong locations, and in some cases to forbidden areas. Motorola capitalized on this failure to promote their new Droid RAZR M phone that was released consequently with a new advertisement called "iLost". It showcased that their new phone was significantly better at giving directions than the iPhone. Moreover, it was an effective advertisement which prompt other smartphone makers to create more comparative advertisement against Apple to great effect.

Motorola's Comparative Advertising Campaign 

  Celebrity endorsement is another advertising method used by Motorola in the past. The likes of David Beckham, Fergie have featured in their Moto RAZR advertisement to promote their products. David Beckham in particular took part in several Television advertisements which was targeted at the female audience, and soccer fans around the world.

Celebrity Endorsements

   Moreover, they heavily engage in consumer sales promotions where they offer product bundles at a bargain price. At the moment, you can purchase a no-contract Moto X phone for $399 bundled up with a free "Chromecast" that allows users to stream their music, photos, videos to TV. Add to that, you will receive a 30% off discount on accessories from their online retail store. It motivates potential consumers to purchase their main product, Moto X, and the accessories to go along with it.

Last week, they made an announcement about a new product category that they plan to introduce in this summer. It is a smartwatch called Moto 360, and they published a video which serves as a promotion and a sneak peak for their new product. This is already creating a huge buzz for their upcoming product, and it is an example for a pioneering advertising from Motorola.

Moto 360