Advertisement GoalKoss' advertisements did its best to a appeal to a large target group. It made sure to stress that all people could have a potential use for these headphones.
Advertisement Through CostPeople who do not have a lot of money were still encouraged to purchase these headphones. The persuasion used was that "not only do you get to listen to whatever you want, you can do so for a lower cost than arguing about what to listen to with a group of people" (Boys Life , 1980). In addition to this, Koss' advertisements stressed that headphones were significantly cheaper than stereo systems, stating, "Use headphones instead of costly speakers and you can keep the music to yourself" (Boys Life, 1980).
Celebrity Endorsements and BeatlephonesAs Koss' headphones took over the music industry he began to anticipate competition. In order to combat this, he began to utilize endorsements in order to appeal to his consumers. Koss was the first person to use this strategy. In addition to this, he created the Beatlephones, a product of one of his marketing strategies. For more information on Koss' celebrity endorsements and the Beatlephones, click the links below.
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