5 Principles Brands Should Follow - Brand Catalyser
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Brand Catalyser has published our latest Social Media Content Handbook: 5 Principles Brands should follow when responding during COVID19.
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A Dvocate Presentation
Promotional products are a $18.1 billion industry and can help companies increase exposure, impact, influence, and build relationships. While some people avoid traditional advertising, promotional items engage audiences through their tangible and sensory nature. Studies show that people are more likely to recall a company from a promotional product they received than from a newspaper or magazine ad, and are also likely to do business with or have a more favorable impression of that company afterwards. To maximize the effectiveness of promotional products, companies should identify goals, enlist a promotional consultant, plan an overall campaign addressing themes, audiences, budgets and timelines, and later evaluate results.
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This document discusses the power of promotional products as an effective marketing tool. It begins by giving examples of memorable promotional products and defines what a promotional product is. The document then states that promotional products are an $18.1 billion industry. It explains how promotional products can help companies stand out, engage younger audiences who avoid traditional advertising, and provide advantages like being memorable and having a higher perceived value. Studies cited show that promotional products improve brand recall and attitudes more than other forms of advertising alone. The document concludes by providing tips for maximizing the effectiveness of promotional products, such as identifying goals, working with a promotional consultant, planning an overall campaign, and evaluating results.
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Recommended
A Dvocate Presentation
Promotional products are a $18.1 billion industry and can help companies increase exposure, impact, influence, and build relationships. While some people avoid traditional advertising, promotional items engage audiences through their tangible and sensory nature. Studies show that people are more likely to recall a company from a promotional product they received than from a newspaper or magazine ad, and are also likely to do business with or have a more favorable impression of that company afterwards. To maximize the effectiveness of promotional products, companies should identify goals, enlist a promotional consultant, plan an overall campaign addressing themes, audiences, budgets and timelines, and later evaluate results.
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This is the deck for a PRSA webinar on November 5th. You can access the actual webinar here: http://www.prsa.org/Learning/Archive/FreeWebinars/#.VkJzMWSrTUY
Power of Promotional Products
This document discusses the power of promotional products as an effective marketing tool. It begins by giving examples of memorable promotional products and defines what a promotional product is. The document then states that promotional products are an $18.1 billion industry. It explains how promotional products can help companies stand out, engage younger audiences who avoid traditional advertising, and provide advantages like being memorable and having a higher perceived value. Studies cited show that promotional products improve brand recall and attitudes more than other forms of advertising alone. The document concludes by providing tips for maximizing the effectiveness of promotional products, such as identifying goals, working with a promotional consultant, planning an overall campaign, and evaluating results.
FLIRT crowdsourcing
The document describes the FLIRT model of crowdsourcing, which focuses on customer involvement in business functions and development through digital channels for mutual benefit. The FLIRT model focuses on the business area and scale of collaboration, uses language authentically and transparently, provides both intrinsic and extrinsic incentives, establishes rules for initiation and interaction, utilizes tools to encourage creation and contribution, and involves different groups like creators, critics, connectors, and crowds at various participation levels.
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The document summarizes the problems facing interruption marketing. It notes that consumers are overwhelmed by thousands of marketing messages daily and have learned to block out advertising clutter. As competition increases, marketers must spend more to break through, leading to more clutter. Direct marketers try to target specific consumers with databases but ultimately just add to clutter. The problem is a catch-22, as the more marketers spend on interruptions, the less effective they become, forcing them to spend even more.
Promotion strategies
The document discusses various promotion techniques used in marketing, including advertising, personal selling, sales promotion, merchandising, public relations, sponsorship, and direct marketing. It provides advantages and disadvantages of each technique. Advertising allows for mass reach but is impersonal, while personal selling allows customization but is more expensive. Sales promotions can boost short-term sales but may not sustain long-term effects. Public relations can improve brand image if handled properly.
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Training Orientation
The document discusses key findings from an ASI study on promotional products and advertising. It highlights that over 50% of the world's population is under 30, and that promotional products are an effective way to increase brand awareness and favorability, with 41% viewing the advertiser more favorably after receiving a product. The document also notes that promotional products have a higher cost-per-impression than other advertising methods and that over 27% of recipients are more likely to do business with the advertiser. It encourages the audience to consider American Solutions for Business for their promotional product needs and asks if they would like a holiday gift sampler.
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The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.Under the Influence: Your fool-proof guide to influencer marketing
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This document discusses the history and use of humor in advertisements. It notes that historically, humor was seen negatively by philosophers like Plato and Aristotle. However, advertisements now use humor to get attention. The key is creating incongruity that surprises viewers by fusing together unrelated concepts. For humor to be effective, the brand must be integrated into the execution and not just tagged on at the end. Additionally, humor works better on television and radio compared to print, as people are more likely to laugh when with others. While humor grabs attention, it can also distract from the brand message if not used carefully based on context.
Training Orientation
The document discusses key findings from an ASI study on promotional products and advertising. It highlights that over 50% of the world's population is under 30, and that promotional products are an effective way to increase brand awareness and favorability, with 41% viewing the advertiser more favorably after receiving a product. The document also notes that promotional products have a higher cost-per-impression than other advertising methods and that over 27% of recipients are more likely to do business with the advertiser. It encourages the audience to consider American Solutions for Business for their promotional product needs and asks if they would like a holiday gift sampler.
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GAFEERS’S REACH provides an overview of consumer behavior trends, marketing strategies, and types of promotions in India. It discusses how consumers are better educated with low brand loyalty and are price conscious. It also outlines different types of consumer promotions like discounts and coupons, as well as trade promotions targeting retailers. The document contrasts advertising, which builds brand image over time, with sales promotions that create immediate actions and contribute more to short-term profitability. Finally, it introduces push and pull promotion strategies.
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This document contains 10 multiple choice learning questions about managing mass communications and advertising strategies. The questions cover topics like the purpose of different types of advertising, disadvantages of media channels, patterns of advertising, principles of social responsibility, and examples of sales promotion tactics. Overall, the questions assess understanding of key concepts in planning persuasive advertising campaigns and selecting appropriate media types.
How people buy
The document discusses research into how people make purchase decisions. It found that most journeys involve assuming a front-runner brand or product that is then cross-examined through various information sources to ensure the decision will not be regretted. Newsbrands play several roles in consumer journeys, including framing product categories early on to shape consideration sets, informing consumers about product suitability, and challenging or confirming assumptions to increase confidence in decisions. While shorter journeys involve more inertia, newsbrands can disrupt them by delivering timely shortcuts, raising awareness of specific products, and isolating or confirming messages to accelerate purchases.
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This document discusses upgrading a brand's messaging strategy to better address the needs of parents of children with autism. It identifies that note-taking, while useful, is currently seen as a passive activity, and recommends reframing it as active tracking that can empower parents. The strategy suggests educating parents on how tracking their child's behaviors can help solve issues and provide relief through content like videos, e-books and blogs. These materials would promote the benefits of using the Birdhouse application to track changes over time in a way that addresses the primary pain points of parents.
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Guerrilla marketing
Guerrilla marketing involves promoting brands through grassroots interactions and experiential marketing directly with consumers outside of traditional means. It aims to inspire real word of mouth by having passionate brand ambassadors approach consumers in an energetic and knowledgeable manner to share their enjoyment of the product. While it can be very successful when paired with other marketing, there is a risk of poorly trained promoters acting without permission and damaging initiatives, so careful planning is required.
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Available: http://stephendann.net/articles/thematic/socialmarketing.htm
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Influencer marketing is atop many brands list of priorities.
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This document summarizes a study comparing the effectiveness of comedy advertisements versus emotional advertisements. The study aims to understand which type of advertisement better influences consumer loyalty and purchasing decisions. It reviews literature finding that comedy advertisements grab more attention by lowering defenses and creating positive feelings, while emotional advertisements forge stronger bonds by appealing to universal human emotions. The document also examines the hierarchy of effects model which outlines six stages consumers progress through from awareness to purchase - from cognitive understanding to affective liking to conative behavior change. The objective is to determine whether humor or emotional content more successfully moves consumers through these stages.
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Market Research: Hempz brand group project paper
HEMPZ: This is a mock Market Research (Theory and Statistics) group project (Research Paper & presentation) for my Market Research course. This paper relates to the Market Research presentation about Hempz brand, which is also listed here.
The brand this project focuses on is Hempz skin care products. This paper part of the project is mainly research based and focuses on back grounding information on the advertising and market trends of real Hempz brand. As well, the paper outlines our strategic goal of research to better understand consumers and their perception of the brand and products.
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4) Start authentic Facebook conversations by being personable rather than pitching products.
5) Be available at all times by responding to customer concerns on social media within 60 minutes, even nights and weekends.
Sheet1Rubric for Grading Discussion Board PostsLevels of Achieveme.docx
Sheet1Rubric for Grading Discussion Board PostsLevels of AchievementCriteriaExemplary ProficientDevelopingUnacceptableOverall Quality and Substance of Post: Up to 60 PointsThe quality and substance of the post is outstanding. Additional sources (besides the textbook) are cited and used to support insights. Other students will benefit from the content presented.The quality and substance of the post is good. No other sources (besides the textbook) are used to support insights. This is considered an average level post that meets basic requirements.The quality and substance of the post is too generalized and reads like definitions of key terms and concepts. Insights are needed and the content requires more development. The quality and substance of the post is either poor or there is no submission.Organization and Identification of key terms and concepts: Up to 30 PointsAll key terms/concepts are clearly identified and directly relate to the original post question and to the associated chapter. Excellent organization and topic flow.Some key terms/concepts are identified and closely relate to the original post question and to the associated chapter. Good organization and topic flow.One key term or concept is identified and somewhat relates to the original post question and to the associated chapter. Organization and topic flow need improvement.The post includes content that is overgeneralized and does not directly relate to the key terms/concepts presented in the associated chapter. Organization and topic flow need major improvement. Grammar & Writing Mechanics: Up to 10 PointsFormal writing style with excellent syntax, grammar, spelling and word use. No errors noted.Informal writing style with occasional issues/errors with syntax, grammar, spelling and word use. Inconsistent writing style; Frequent issues/errors with syntax, grammar, spelling and word use. Consistently improper syntax, grammar, spelling and word use. Major improvement is needed.
Brand Management Part 2
This is Brand Management Part 2. Our learning
objectives today include describe the characteristics of effective logos, slogans, color usage,
and typography and explain the challenges of creating or changing a brand's image.
A well-designed logo, name, and slogan helps consumers remember specific brands and
associated promotions and advertisements. There are three main elements that consumers
associate with a brand's identity, including the logo, brand name, and slogan, although not
every brand has or needs a slogan. There are four tests of quality logos and brand names. In
the eyes of the consumer, they must be recognizable, familiar, elicit feelings of trust and
authenticity, and evoke motivations to purchase.
The use of color and its association to a brand's image is critical. It's a critical determination,
as color evokes different reactions and emotions. Red evokes the strongest emotions. Think
about yourself in a grocery store and-- or the next time you're in.
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- 5. Listen First, Then Respond. The coronavirus pandemic is causing consumers to experience mixed emotions, leaving them unsure of how to think or feel. Every reaction to the pandemic is marked by an equal and opposite reaction. With such a sensitive and anxietyprovoking subject, it’s imperative than ever that brands listen first, then respond.
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