Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 63 , 28 December 2023
Open
Access | Article
Advertising Strategies in the New Media Environment: A Case Study on Durex
* Author to whom correspondence should be addressed.
Abstract
In the world of advertising, there's a contentious debate over the portrayal of gender and privacy products. Amidst concerns of crossing societal boundaries, the industry faces the challenge of crafting ads that are both compelling and socially respectful. This paper focuses on the case of Durex, a leading gender brand, and explores its advertising strategy, particularly through new media channels. Based on the state of new media, Durex's advertising strategy is notable for its clear brand positioning. Its social media accounts predominantly showcase advertising posters and videos of its products, employing the Feature-Advantages-Benefits-Evidence (FABE) marketing strategy. This approach efficiently informs consumers about the brand's offerings, succinctly conveying product information and successfully eliciting purchase intentions. It is worth noting that the brand also contains a large number of content related to sex education, aiming to promote healthy sexual concepts and sex education, to a certain extent to fill the fundamental problem of low sales of sexual intimate products due to the lack of sex education.
Keywords
qualitative, analytical, intimate, advertising
References
1. Chen, Y.A. (2023) Coconut Tree and Durex don't Understand Live Streaming? Sales and Marketing (Second half), 4, 16-19.
2. Du, L. (2021) Analysis on Communication Strategy of Social Media Advertising -- Taking Durex Brand as an Example. Satellite Television & Broadband Multimedia, 23, 104-105.
3. Takeda, A. (2023) Exploring Precision in New Media, Advertising Marketing Strategy. Journal of News Propagation, 11, 115-117.
4. Zhu, S. (2022) The Matters of Attention in the Enterprise Brand Marketing. Journal of Brand Research, 19, 33-36.
5. Jiang, M. (2022) Social Media Era of Micro Video Advertising Marketing Strategy. Journal of Shanghai Business, 6, 47-49.
6. Ling, C., Zeng, J. (2022) Short Video Advertising Precision. Journal of Marketing Strategy, Cooperation Economy and Science and Technology, 5, 88-89.
7. Zou, L.S. (2022) Analysis on the Development of Advertising Culture and Brand Marketing under Network Broadcast Marketing. Hebei Pictorial, 24, 148-150.
8. Deng, F.C. (2019) Durex Official Weibo Marketing Strategy Analysis. Modern Marketing (management), 2, 102.
9. Sun, S.S. (2021) Why do Corporate Marketing Advertisements Often Turn over?. China Food Industry, 7, 10-12.
10. Zhang, X.B. (2021) Fusion Media Advertising Media and Marketing. Modern Marketing (management), 12, 1-3.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-227-5
- ISBN (Online)
- 978-1-83558-228-2
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/63/20231404
- Copyright
- 28 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited