Running head: CONSUMER BEHAVIOR FUNDAMENTALS 1 CONSUMER BEHAVIOR FUNDAMENTALS 2 Consumer Behavior Fundamentals Phase 4 Individual Project Marketing the services that will be offered by the Williamson Trucking Company will take a combination of advertisements and sales pitch strategies. The company will be offering a range of transportation services to its customers. The services as well as the products of the firm will be of high quality and customer centered with an aim of creating competitive edge of it in an industry that is highly competitive. Therefore, in order to create awareness of the services offered by the firm to its customers marketing will be a key instrument that will be used by the marketing department of the company. In this paper, the two marketing strategies will be explained in terms of how they are going to be used by the firm in its marketing efforts. The first part of the paper will contain an advert that will be designed with an aim of creating awareness of the unique transportation services that are offered by the company to its customers. The second part will also contain details of what the sales pitch will contain as well as the importance of the adverts designed in part one in marketing the services offered by the firm. Part I The Williamson Trucking Company needs to make use of digital marketing with a purpose of creating an emotional appeal to the customers who need transportation services to choose it as their preferred transporter. Therefore, one of the digital marketing avenues that the company can make use to market its services to potential clients will be billboards. Consequently, an emotional advert that will be run through various billboards across the company targeted markets will be designed in this section. It is important to note that the main customer segment that is being targeted by this digital advertisement will be business persons who are always in constant need of transportation services, thus the advert will be targeted to make them choose the company as their most reliable source of transportation services in the future. The advert Logo WILLIAMSON ‘Transportation and security of your goods is our priority’ This logo is describing to the customer the values of the company when it comes to transportation services that it will be offered to the customers. It shows them that the security of their goods will be enhanced by choosing it to transport their goods to various destinations. Headline The headline of the advert will be as follows, “ WHY WASTE YOU TIME AND GOODS WILL NEVER ARRIVE IN THE INTENDED DESTINATION SAFELY, TRY AN ALTERNATIVE SAFER WAY.” The headline will be trying to win the heart of the customers by showing them the mistake they make when making choices of who will offer them transportation services and they end up choosing the wrong companies. ...

1. Running head: CONSUMER BEHAVIOR FUNDAMENTALS
1
CONSUMER BEHAVIOR FUNDAMENTALS
2
Consumer Behavior Fundamentals
Phase 4 Individual Project
Marketing the services that will be offered by the Williamson
Trucking Company will take a combination of advertisements
and sales pitch strategies. The company will be offering a range
of transportation services to its customers. The services as well
as the products of the firm will be of high quality and customer
centered with an aim of creating competitive edge of it in an
industry that is highly competitive. Therefore, in order to create
awareness of the services offered by the firm to its customers
marketing will be a key instrument that will be used by the
marketing department of the company. In this paper, the two
marketing strategies will be explained in terms of how they are
going to be used by the firm in its marketing efforts. The first

2. part of the paper will contain an advert that will be designed
with an aim of creating awareness of the unique transportation
services that are offered by the company to its customers. The
second part will also contain details of what the sales pitch will
contain as well as the importance of the adverts designed in part
one in marketing the services offered by the firm.
Part I
The Williamson Trucking Company needs to make use of
digital marketing with a purpose of creating an emotional
appeal to the customers who need transportation services to
choose it as their preferred transporter. Therefore, one of the
digital marketing avenues that the company can make use to
market its services to potential clients will be billboards.
Consequently, an emotional advert that will be run through
various billboards across the company targeted markets will be
designed in this section. It is important to note that the main
customer segment that is being targeted by this digital
advertisement will be business persons who are always in
constant need of transportation services, thus the advert will be
targeted to make them choose the company as their most
reliable source of transportation services in the future.
The advert Logo
WILLIAMSON ‘Transportation and security of your goods is
our priority’
This logo is describing to the customer the values of the
company when it comes to transportation services that it will be
offered to the customers. It shows them that the security of their
goods will be enhanced by choosing it to transport their goods
to various destinations.
Headline
The headline of the advert will be as follows, “ WHY
WASTE YOU TIME AND GOODS WILL NEVER ARRIVE IN
THE INTENDED DESTINATION SAFELY, TRY AN
ALTERNATIVE SAFER WAY.” The headline will be trying to
win the heart of the customers by showing them the mistake

3. they make when making choices of who will offer them
transportation services and they end up choosing the wrong
companies. Therefore, it is trying to convince the potential
clients that by choosing the company for transportation related
services they will be not be making any mistake as their goods
will arrive at the intended destination safely.
Product/Service Features and Benefits
One of the features of the transportation services that will
be offered by the firm is security. Security will be enhanced for
the goods being transported on the behalf of the customers to
various destinations. The second feature will be timely delivery
of goods. Observing time will be another critical element of the
company transportation services whereby the firm will ensure
that services are delivered to the destinations intended on time
to avoid delays that may have a negative impact on the customer
in question. Therefore, choosing the company for transportation
services will be a wise decision that any costumer will make in
the future due to the benefits highlighted above as being offered
by the company transportation services.
There are a number of benefits that will be associated with
services that will be offered by the Williamson Trucking
Company to its customers. Firstly, the security of goods being
transported on behalf of the customer will be enhanced given
the company will be tracking the truck while in transit, and it
will also employ the services of security agencies to offer
protection while transporting highly valuable goods. Secondly,
customers will benefit by having their goods delivered on time,
thus not affecting their production schedules or any other
related business activities that rely on the goods in question for
them to be carried out.
Visual Communication Element
Space will be one of the elements that will be observed
will design the advert. Both positive and negative spacing will
be used in the advert. The positive spacing will contain the
advert information while the negative spacing will be
empty(Cohen & Anderson 2006). Lines will be a crucial element

4. of the advert. In this case a straight line will be used for
designing the advert. Straight lines will be used to align
different information that is contained in this advert. The shape
of the advert will be rectangular in nature in order to allow for
more information to be addressed to the potential customers.
The size of the advert will be large so as to make it visible for a
distance by customers so that they can be in a position to read
the information contained in the billboard. The visual elements
of the advert will be observed by making sure that colours that
will be used in the adverts are highly visible to readers for a
200 metres distance.
Summary of the Creative Intent
The advert will contain a logo containing information
related to the values and mission of the company. Values and
mission of the company will be critical in understanding the
nature of the services being offered by the clients from the
company. The logo makes appeal to the clients by trying to
show them that the company values the security of their goods
and the interests of the customers’ guides the direction that is
taken by the firm. Another critical element of this advert is the
headline. The headline forms an important part of the entire
advert. The headline is the most appealing part of the advert as
it touches on concerns of many customers who seeks for
transportation services from different trucking companies(Ryan
& Jones, 2009). The issue of good safety tends to be a major
concern as many customers end up losing their goods while they
are in transit. Thus, the headline tries to bring the company as a
different transportation player who pays attention to the safety
of goods of clients while in transit. As a result, the headline
makes the advert achieve its intended objective of
demonstrating to the customers that the company will be
enhancing security of their goods while still in transit, thereby
influencing their future decisions when it comes to making the
choice of a transporter of their goods(Bird, 2007).
Another creative element of the advert is the way it
employs the various visual communication elements in trying to

5. win the heart of potential customers. The visual elements try to
make the advert more appealing and visible among the intended
audience; by making it readable and understandable. The visual
elements at the same time makes the advert more attractive to
the audience by using colour, size and other elements that
makes its more unique and acceptable.
Part II
Promotion Element
In order to ensure that the pitch used work well, there will
be a research work in order to know whatever the consumers
that are targeted are seeking. The consumers may be interested
about the ability or any other assurance that may be provided.
This will ensure that there is a proper understanding of the
market that is on target and whatever that they are looking for.
The research should also aim at knowing the reason why the
targeted customers are seeking for the goods and services so
that a more targeted marketing campaign will be created.The
segments should also be defined, for example, there may be
only one demographic that will be needed. However, several
demographics may be needed if there is a need to be like other
providers of goods and services. The multiple demographics
that are on target will correspondingly have triggers that are
diverse which they will seek when they are deciding the good
and service provider. The target segments should therefore will
be defined together with the factors that have influence on
decisions about purchasing in advance of starting the campaigns
of marketing the goods and services that are to be soldCare, J.,
& (Bohlig, 2008).
Influencing Buying Behaviors
After the consumer groups that are on target have been
identified and the segments have been defined, the segments
that contain traits that motivate them to buy the goods and
services that are provided will create marketing messages that
are specific for specific segments of customers. For instance, it
will be sufficient for a group that is competing on price alone.
There may be other considerations for another group for

6. instance ability and therefore price can be used for closer once
the customers are convinced that ability to deliver goods and
services that was promised. Other than having repeated pitching
blindly on the benefits of goods and services, the best thing will
be to identify the traits that are retained and the reasons as to
why consumers are looking for goods and services from you.
The pitch will be tailored to specific needs. The sales will be
watched as they reach new levels.
Electronic sales presentation could be through several
ways that include online video conferencing, wed phone
conferencing and online text chat. Online video conferencing
acts in the same way that telecommunications act. Deliveries
are done over the internet. Any person with an internet
connection is aware that trial to deliver video through the
internet is a hard experience since they are slow. Web
conferencing is whereby deliveries are done through a
combination of both wed and telecommunication. There is a
salesperson in the process who arranges for conferencing time
to any prospect that enters the conference. They do so by using
the web browsers as a way of gaining access to presentations
that are visual, using their telephones to call into a conference
that is audio. Smoother presentation is allowed when visual and
audio feeds are split. This is possible as the computers of those
that participate in the conference only need to process the
materials that are visible. Online text chat allows for
communication between many participants through the text
messages. There may be lack of effectiveness in the message to
get customers to agree to make the purchase. However, the
method has shown effectiveness in building the interest of the
initial product. The elements of sales promotion that can be
used include sampling, couponing, giving trade allowances,
shows and exhibitions. Free gifts could also be used to draw
customers to buy the services offered by the firm. Personal
selling could also be carried out in areas where the customers
are not familiar with the goods in order to explain to them the
use of the goods and how they function(Bullock, 2004). Display

7. shows and exhibitions could also be used so that customers may
be shown the way in which they are to deal with the goods and
where they are to get them.
Use of the Advert Created
In order to influence the customers so that they can buy
the goods would make the customers feel that they are special
through smiles and exchange that are pleasant without I going
to a hard sell first. Offering the customer much information in
order for them to have a picture that shows them I am
trustworthy and knowledgeable. Most of the customers look for
knowledgeable and trustworthy individuals who can educate
them on a purchase. I would also involve the customers in a
decision through the use of techniques that are sensory in
nature. I would also provide the customers with a high level
service and make promises that are realistic to them. The reason
as to why I would use the ad is to ensure that delivery of
services to the customers is done to the satisfaction of the
customers. The ad will also ensure that customers who have
been attracted to make purchases are retained.
References
Bird, D. (2007). Commonsense direct & digital marketing (5th
ed.). London: Kogan Page.

8. Bullock, A. (2004). The secret sales pitch: an overview of
subliminal advertising. San Jose, CA: Norwich Publishers.
Care, J., &Bohlig, A. (2008). Mastering technical sales the sales
engineer's handbook (2nd ed.). Boston, MA: Artech House.
Cohen, D., & Anderson, S. (2006). A visual language: elements
of design. London: Herbert Press.
Ryan, D., & Jones, C. (2009).Understanding digital marketing
marketing strategies for engaging the digital generation.
London: Kogan Page.