Marketing exposure

Marketing exposure is put into action after a marketing strategy has been implemented. In the marketing world, exposure is a number within a portfolio. In the consumer world, exposure is a company's campaign or brand that is trying to market specific products to help service the consumer. It is also a way to make a business stand out in the marketplace. Without marketing exposure, campaigns would be non-existent and therefore companies would suffer.

Marketing exposure is a major part that determines a company's success in their market. Although it is never directly identified or defined, it crucial for helping a company progress, creating competition for other companies, making the company more credible with consumers, and overall benefit both the company while satisfying consumers.[2] While all of this may seem easy, it typically takes months of preparation to create, launch, and manage a campaign. Campaigns must be exposed thoroughly in the market as much as possible without annoying or bothering consumers to the point of "overexposing" the campaign. There is a fine balance between keeping the consumers interested in a product or brand, and annoying them to the point that they have no interest in supporting a company.[4] To expose a campaign successfully, many factors must be considered. Exposure is not only limited to a consumer base, exposure can also be to other companies in the market. These companies do not have to be similar to the business which aims for positive exposure, on the contrary the companies should be diverse which can reach into other markets opening up new pathways. Also as advised before diversifying into many sectors also reduces the risk of profit loss where as being too diverse means resources are stretched out very thin causing minimum returns. There must be a balances between taking risks and diversifying.

Exposure objectives are the basic goals that the company is looking to accomplish in their campaign. Among the important goals, first understanding their consumer is key. For successful exposure, the company must create a target market—identify the specific consumer and their needs.[4] Consumer factors and environmental factors can determine whether or not the company is capable of selling their product or service. Therefore, the company must evaluate what they have to offer and then determine how their product can help the consumer. Once the consumer and their needs have been identified, companies can figure out their goals and strategies as to how they can get the consumer to choose their product or service over the competitor's.

Once objectives are set, the company can begin strategizing how they can successfully approach and execute their campaign. The basic principles of marketing strategy are simply stated: to achieve persistent success in the marketplace over competition.[2] With these basic principles, the company must recognize their competition, and strategize how they can be unique, while yielding positive results in the marketplace. To yield the best results in the market place requires two essential elements: the issue of the position, specifically within the 'strategic triangle' (the customers, competitors, and corporation), and of time (the analysis of the past and future).[4] Using these principles and essential elements, companies must develop their campaign strategies. The company must develop these strategies and then determine their rate of exposure, who they are exposing it to, and how they plan on presenting the information.[6] These strategies embody a range of marketing techniques from the campaign slogan to where advertising is placed.

The general goal of the portfolio is to compile data to show to customers or employers how successful or unsuccessful the campaign and exposure was. Since the global financial crisis, it has been crucial for companies to use portfolios.[6] The marketing exposure portfolio holds all of the monetary information that assesses how the exposure is interacting with consumers in the marketplace, the amount of money being spent on the campaign, as well as the amount of returns the company is getting for the campaign from the consumers. This portfolio helps to determine the gross potential, and when the company can break even.[6]

After the campaign has ended, it also allows the company to assess how well their campaign worked and whether or not consumers embraced the company's product. After reviewing these numbers companies can then assess the effectiveness of the campaign and if in the future events the campaign needs to be changed. by keeping connected to the target market companies can read the thought patterns and plan for future implementations of the type of exposure which would result a high profit with the least amount of cost and use of resource.[7]