This document provides an overview of key concepts related to advertising, including the five M's of advertising (mission, money, message, media, and measurement), advertising objectives, factors to consider in setting an advertising budget, and developing an advertising campaign. It discusses generating the advertising message, evaluating creative executions, and considering legal and social issues. Key elements of an advertising strategy like purpose, target, promise, support, and ROI (relevance, originality, impact) are also defined.
The document outlines Haider Raza's action plan to open a pastry and coffee shop called TEMPTATION. It will offer a wide variety of tempting desserts, snacks, and hot and cold beverages at comparatively low prices. Haider recognizes the need to conduct thorough market research through surveys and data analysis to understand customer preferences, locate the best site, and identify competitors. He will develop marketing strategies around product offerings, pricing, placement, and promotion. Contingency plans are also needed in case initial research faces issues. The objectives are to provide high quality products and services at competitive prices while creating a comfortable atmosphere for customers.
Preview MOA Campaign Communications Plan Book in Full Screenkuznetsova86
Here are some key insights about Naomi:
- She values personal success and social status
- Fashion and appearance are important ways she expresses herself
- She's socially active both online and offline
- She seeks entertainment and enjoys offering/receiving advice from others
- Quality, convenience and indulgence are important in her purchases
- She's web savvy and uses her phone to access the internet regularly
This document provides an overview of fashion communication and public relations. It discusses how public relations aims to establish understanding between an organization and its publics. Public opinion is fluid and shaped by various factors like media, family, the company's communications, and the product. The document also outlines different public relations strategies and tactics companies can use like news releases, media tours, and special events. It emphasizes that public relations provides unbiased information to add credibility and bring awareness to brands or products.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
The AIDA model is a marketing communications framework coined in the 1880s that describes the steps a person goes through in processing an advertisement:
1) Attention - grab the attention of potential customers, such as Coca-Cola Zero's unusual posters without branding.
2) Interest - keep people interested, like Coca-Cola Zero's consistent use of "zero" to spark curiosity.
3) Desire - build desire for the product through positive arguments, like Coca-Cola Zero focusing on its sugar-free yet same great taste.
4) Action - offer a sale to convert interested customers, recognizing some will be lost at each stage if previous stages are not handled well.
The document provides advice for advertising and selling in a tight economy. It suggests that advertising is important to maintain market share during economic downturns when consumer spending decreases. Historical examples show that companies like Ford and Kellogg that continued or increased advertising during recessions emerged stronger when the economy recovered. The document outlines strategies like emphasizing value, managing customer expectations, and focusing on gaining new customers rather than cutting costs.
The document discusses factors that influence luxury handbag brands and consumers. It notes that luxury brands must differentiate themselves through quality, craftsmanship, style, limited production, and marketing. Celebrities also play a large role in influencing fashion trends and purchase intent. The increase in new luxury consumers has allowed brands to expand their price ranges to attract different consumer segments while maintaining prestige. Future research on luxury handbags could evaluate marketing strategies, socioeconomic influences on purchase intent, and test hypotheses through surveys and focus groups to better understand how brands can appeal to consumers.
This slideshare captures the lecture of Prof Tom Lopez, President of UsMak, and a marketing guru. Tells us about motivation, segmenting the market, and departing from the traditional SEC segmentation but on how the products are used, where, and who use this.
The document outlines Haider Raza's action plan to open a pastry and coffee shop called TEMPTATION. It will offer a wide variety of tempting desserts, snacks, and hot and cold beverages at comparatively low prices. Haider recognizes the need to conduct thorough market research through surveys and data analysis to understand customer preferences, locate the best site, and identify competitors. He will develop marketing strategies around product offerings, pricing, placement, and promotion. Contingency plans are also needed in case initial research faces issues. The objectives are to provide high quality products and services at competitive prices while creating a comfortable atmosphere for customers.
Preview MOA Campaign Communications Plan Book in Full Screenkuznetsova86
Here are some key insights about Naomi:
- She values personal success and social status
- Fashion and appearance are important ways she expresses herself
- She's socially active both online and offline
- She seeks entertainment and enjoys offering/receiving advice from others
- Quality, convenience and indulgence are important in her purchases
- She's web savvy and uses her phone to access the internet regularly
This document provides an overview of fashion communication and public relations. It discusses how public relations aims to establish understanding between an organization and its publics. Public opinion is fluid and shaped by various factors like media, family, the company's communications, and the product. The document also outlines different public relations strategies and tactics companies can use like news releases, media tours, and special events. It emphasizes that public relations provides unbiased information to add credibility and bring awareness to brands or products.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
The AIDA model is a marketing communications framework coined in the 1880s that describes the steps a person goes through in processing an advertisement:
1) Attention - grab the attention of potential customers, such as Coca-Cola Zero's unusual posters without branding.
2) Interest - keep people interested, like Coca-Cola Zero's consistent use of "zero" to spark curiosity.
3) Desire - build desire for the product through positive arguments, like Coca-Cola Zero focusing on its sugar-free yet same great taste.
4) Action - offer a sale to convert interested customers, recognizing some will be lost at each stage if previous stages are not handled well.
The document provides advice for advertising and selling in a tight economy. It suggests that advertising is important to maintain market share during economic downturns when consumer spending decreases. Historical examples show that companies like Ford and Kellogg that continued or increased advertising during recessions emerged stronger when the economy recovered. The document outlines strategies like emphasizing value, managing customer expectations, and focusing on gaining new customers rather than cutting costs.
The document discusses factors that influence luxury handbag brands and consumers. It notes that luxury brands must differentiate themselves through quality, craftsmanship, style, limited production, and marketing. Celebrities also play a large role in influencing fashion trends and purchase intent. The increase in new luxury consumers has allowed brands to expand their price ranges to attract different consumer segments while maintaining prestige. Future research on luxury handbags could evaluate marketing strategies, socioeconomic influences on purchase intent, and test hypotheses through surveys and focus groups to better understand how brands can appeal to consumers.
This slideshare captures the lecture of Prof Tom Lopez, President of UsMak, and a marketing guru. Tells us about motivation, segmenting the market, and departing from the traditional SEC segmentation but on how the products are used, where, and who use this.
This document discusses the importance of destination branding and creating a strong place brand. It notes that image and identity are becoming more important for destinations to stand out. A good brand is distinctive, memorable, authentic and co-created. The branding process involves understanding a place's attributes like culture, history and reputation and developing a brand essence, positioning and personality. A strong brand is consistent, relevant, loyal and less vulnerable, while a poor brand makes vague promises and has low commitment. The key is for destinations to focus on actions, not just words, to build their brand.
This document provides guidance on branding and marketing strategies for commercial photographers. It discusses developing a memorable identity through branding, then introducing that identity to potential clients through various marketing approaches. Both passive marketing methods like websites and blogs, and active methods like targeted outreach, are covered. The goal is to find clients that are a good fit and build comfort so clients are willing to hire the photographer.
Urban Outfitters was founded in 1970 in Philadelphia and incorporated in 1976. It aims to serve 18-30 year olds with counter-culture clothing. The company has grown to over 150 stores globally and also sells online. However, some of its products have offended groups and it has faced controversies and lawsuits. To keep growing, Urban Outfitters must stay attuned to trends, improve the customer experience through technology, and protect its brand reputation.
The persona created by advertising appeals on consumer behavior final (13.04....Yousif Solangi
The document summarizes the use of advertising appeals in influencing consumer behavior. It discusses different types of appeals like emotional, humor, fear, and gender appeals. It provides examples of how Pakistani brands have used celebrities, culture, and other strategies in their advertising. The conclusion states that advertising appeals are an important creative strategy to grab attention and influence purchasing intentions, though they are not the only factor driving consumer buying. It recommends an integrated marketing strategy using digital platforms like Facebook, Instagram, and YouTube given their user bases in Pakistan.
The proposed campaign for JCPenney targets women ages 25-34 and focuses on connecting with them on an individual level. The campaign's theme, "because you're you", emphasizes that JCPenney understands and celebrates each person's unique qualities and style. The campaign aims to shift perceptions of JCPenney away from price and towards quality, style, and understanding individual customer needs. Print ads, television commercials, and other executions would showcase JCPenney's brands and products while communicating the theme. The goal is for the long-
Microsoft Power Point 10 Ways To Improve Your Businesslexrockchamber
The document provides techniques for businesses to retain and generate new customers through effective marketing and sales promotion strategies. It recommends identifying current customers and incentivizing them to return, as well as attracting new locals through advertising and ensuring a welcoming environment for tourists. Additionally, it suggests attending networking events, advertising, starting a referral program, expanding contacts, creating a newsletter, public speaking, public relations, and joint ventures with other businesses. The overall message is that communication and short-term sales promotions can benefit businesses in the long-run when done strategically.
This document discusses different types of advertising appeals that can be used to attract consumers and influence their feelings toward a product or service. It defines advertising appeal and explains the relationship between advertisements and appeals. The major types of appeals discussed are rational, emotional, and moral appeals. Rational appeals focus on functional benefits while emotional appeals relate to psychological and social needs. Moral appeals encourage supporting social issues. Within each type are subsets like feature, competitive advantage, and news appeals for rational; fear, positive emotion, and humor for emotional; and social justice for moral. Other appeals mentioned are music, bandwagon, and romance appeals.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
The document provides guidance on writing effective business proposals. It recommends using concise language, keeping proposals simple, breaking information into digestible chunks, and focusing on the customer's needs and goals. The document outlines key parts of a proposal, including a cover letter, objectives, and offering multiple options. It also provides tips for different sections, such as emphasizing benefits to the customer and including creative aspects, pricing, commitments, and advantages of each option. The overall goal is to demonstrate how the proposed product or service will help the customer achieve their goals in a clear and compelling manner.
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
Westside began in 1998 when TATA acquired Littlewoods, a UK retail chain. It was subsequently renamed Westside and has since carved a niche for itself in India. Westside aims to be the most preferred lifestyle retailer through understanding customer needs, fashion leadership, and excellent service. It sells both other brands and its own private labels to earn higher margins while maintaining quality control. Westside conducts research before entering new markets and tailors its retail model, product assortment, and promotions accordingly to attract customers from the unorganized sector through style, affordability, and shopping experience.
This document provides an agenda and background information on the cosmetic industry and the company Morphine Lips. [1] It discusses Morphine Lips' products which are high-end lip products containing a small amount of benzocaine to leave one's lips numb, targeted towards a youthful demographic.
Motives Cosmetics is a global cosmetics company founded by Loren Ridinger. The cosmetics industry is large, growing, and recession-proof. Motives offers makeup products and training to help people look and feel better. The training teaches a 7-step process for applying makeup, including techniques for foundation, blush, eyeshadow, eyeliner, mascara, lip products, and setting sprays. Motives also has programs for salon retailers and uses social media to promote its brand.
This document discusses how to build and manage an industry-leading brand. It defines a brand as a consumer's gut feeling about a company based on their experiences, not just marketing claims. Strong brands keep customers loyal, attract investors and employees, and separate a business from competitors. Brands are created by appealing to emotions over logic and satisfying deeper needs. Effective brand management ensures all communications consistently convey the intended brand personality. The document provides tips for developing brand strategies that focus on the customer experience rather than just products or services.
W1 Marketing The Art And Science Of Satisfying Customersuniv
This document provides an overview of marketing concepts. It defines marketing as the process of identifying and satisfying customer needs profitably. The marketing concept holds that the key to achieving organizational goals is determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. The document also discusses the importance of customer value, satisfaction, and relationships to the marketing concept. It presents a simple five-step model of the marketing process and different marketing orientations like production, product, selling, and societal concepts.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
Change Matters: How to Find New Market SpaceAndrea Simon
The document summarizes a presentation about opening new market spaces through blue ocean strategies. It discusses how André Rieu created a blue ocean in the classical music industry by making concerts more fun, engaging and appealing to broader audiences. It also describes how the (yellow tail) wine brand opened a blue ocean by making wine approachable to non-wine drinkers. The document advocates analyzing one's industry using a strategic canvas to identify factors to reduce, eliminate, raise and create to shift to an uncontested market space and make competition irrelevant.
An invention is a device, method, or process developed through study and experimentation. Inventions can be protected by patents, which are exclusive rights granted by governments for a limited time in exchange for publicly disclosing the invention. Some of the earliest inventions were considered the wheel, spear, knife, and arrow, which were created due to the need to hunt and provide protection and transportation. Important inventions include the cotton gin, automobile, telephone, electric light, printing press, steam engine, camera, computer, sewing machine, and television. Famous inventors include Archimedes, Albert Einstein, Leonardo Da Vinci, Benjamin Franklin, Thomas Edison, Johannes Gutenberg, Alexander Graham Bell, the Wright Brothers, Henry
This song lists famous inventors and their inventions in rhyming couplets, including Samuel Morse and the telegraph, Thomas Edison and the light bulb, the Wright Brothers and airplanes, Eli Whitney and the cotton gin, George Pullman and the sleeping car, and many others. It encourages learning about inventors and remembering the spirit behind their creations that have shaped modern life. The song repeats its concluding lines emphasizing the importance of remembering inventors and their contributions.
This document discusses the importance of destination branding and creating a strong place brand. It notes that image and identity are becoming more important for destinations to stand out. A good brand is distinctive, memorable, authentic and co-created. The branding process involves understanding a place's attributes like culture, history and reputation and developing a brand essence, positioning and personality. A strong brand is consistent, relevant, loyal and less vulnerable, while a poor brand makes vague promises and has low commitment. The key is for destinations to focus on actions, not just words, to build their brand.
This document provides guidance on branding and marketing strategies for commercial photographers. It discusses developing a memorable identity through branding, then introducing that identity to potential clients through various marketing approaches. Both passive marketing methods like websites and blogs, and active methods like targeted outreach, are covered. The goal is to find clients that are a good fit and build comfort so clients are willing to hire the photographer.
Urban Outfitters was founded in 1970 in Philadelphia and incorporated in 1976. It aims to serve 18-30 year olds with counter-culture clothing. The company has grown to over 150 stores globally and also sells online. However, some of its products have offended groups and it has faced controversies and lawsuits. To keep growing, Urban Outfitters must stay attuned to trends, improve the customer experience through technology, and protect its brand reputation.
The persona created by advertising appeals on consumer behavior final (13.04....Yousif Solangi
The document summarizes the use of advertising appeals in influencing consumer behavior. It discusses different types of appeals like emotional, humor, fear, and gender appeals. It provides examples of how Pakistani brands have used celebrities, culture, and other strategies in their advertising. The conclusion states that advertising appeals are an important creative strategy to grab attention and influence purchasing intentions, though they are not the only factor driving consumer buying. It recommends an integrated marketing strategy using digital platforms like Facebook, Instagram, and YouTube given their user bases in Pakistan.
The proposed campaign for JCPenney targets women ages 25-34 and focuses on connecting with them on an individual level. The campaign's theme, "because you're you", emphasizes that JCPenney understands and celebrates each person's unique qualities and style. The campaign aims to shift perceptions of JCPenney away from price and towards quality, style, and understanding individual customer needs. Print ads, television commercials, and other executions would showcase JCPenney's brands and products while communicating the theme. The goal is for the long-
Microsoft Power Point 10 Ways To Improve Your Businesslexrockchamber
The document provides techniques for businesses to retain and generate new customers through effective marketing and sales promotion strategies. It recommends identifying current customers and incentivizing them to return, as well as attracting new locals through advertising and ensuring a welcoming environment for tourists. Additionally, it suggests attending networking events, advertising, starting a referral program, expanding contacts, creating a newsletter, public speaking, public relations, and joint ventures with other businesses. The overall message is that communication and short-term sales promotions can benefit businesses in the long-run when done strategically.
This document discusses different types of advertising appeals that can be used to attract consumers and influence their feelings toward a product or service. It defines advertising appeal and explains the relationship between advertisements and appeals. The major types of appeals discussed are rational, emotional, and moral appeals. Rational appeals focus on functional benefits while emotional appeals relate to psychological and social needs. Moral appeals encourage supporting social issues. Within each type are subsets like feature, competitive advantage, and news appeals for rational; fear, positive emotion, and humor for emotional; and social justice for moral. Other appeals mentioned are music, bandwagon, and romance appeals.
Urban Outfitters is a specialty retailer founded in 1970 with over 14,000 employees and 102 stockholders. It operates 5 brands: Urban Outfitters, Free People, Anthropologie, Leifsdottir, and Terrain. Its vision is to offer compelling, distinctive products and store environments that customers feel an empathetic connection to. It targets young adult customers but saw decreased sales during the economic downturn of 2009 when this demographic had high unemployment. Current strategic recommendations include launching a wedding line, opening new stores, and developing new brand concepts, while my recommendations include outsourcing more merchandise and launching a children's line.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
The document provides guidance on writing effective business proposals. It recommends using concise language, keeping proposals simple, breaking information into digestible chunks, and focusing on the customer's needs and goals. The document outlines key parts of a proposal, including a cover letter, objectives, and offering multiple options. It also provides tips for different sections, such as emphasizing benefits to the customer and including creative aspects, pricing, commitments, and advantages of each option. The overall goal is to demonstrate how the proposed product or service will help the customer achieve their goals in a clear and compelling manner.
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
This document outlines a business plan for a new handbag brand called "P@n$#! Handbags" in India. It discusses the major players in the Indian handbag market and market research showing increasing demand. The objectives are to make Indian women look classy and trendy while being a loyal handbag brand. A SWOT analysis and marketing mix are presented, targeting college girls, housewives, teens and working women. The plan discusses product segmentation, positioning, differentiation and marketing channels. Budgets are outlined for equipment, furniture, and total capital and means of financing.
Westside began in 1998 when TATA acquired Littlewoods, a UK retail chain. It was subsequently renamed Westside and has since carved a niche for itself in India. Westside aims to be the most preferred lifestyle retailer through understanding customer needs, fashion leadership, and excellent service. It sells both other brands and its own private labels to earn higher margins while maintaining quality control. Westside conducts research before entering new markets and tailors its retail model, product assortment, and promotions accordingly to attract customers from the unorganized sector through style, affordability, and shopping experience.
This document provides an agenda and background information on the cosmetic industry and the company Morphine Lips. [1] It discusses Morphine Lips' products which are high-end lip products containing a small amount of benzocaine to leave one's lips numb, targeted towards a youthful demographic.
Motives Cosmetics is a global cosmetics company founded by Loren Ridinger. The cosmetics industry is large, growing, and recession-proof. Motives offers makeup products and training to help people look and feel better. The training teaches a 7-step process for applying makeup, including techniques for foundation, blush, eyeshadow, eyeliner, mascara, lip products, and setting sprays. Motives also has programs for salon retailers and uses social media to promote its brand.
This document discusses how to build and manage an industry-leading brand. It defines a brand as a consumer's gut feeling about a company based on their experiences, not just marketing claims. Strong brands keep customers loyal, attract investors and employees, and separate a business from competitors. Brands are created by appealing to emotions over logic and satisfying deeper needs. Effective brand management ensures all communications consistently convey the intended brand personality. The document provides tips for developing brand strategies that focus on the customer experience rather than just products or services.
W1 Marketing The Art And Science Of Satisfying Customersuniv
This document provides an overview of marketing concepts. It defines marketing as the process of identifying and satisfying customer needs profitably. The marketing concept holds that the key to achieving organizational goals is determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. The document also discusses the importance of customer value, satisfaction, and relationships to the marketing concept. It presents a simple five-step model of the marketing process and different marketing orientations like production, product, selling, and societal concepts.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
Change Matters: How to Find New Market SpaceAndrea Simon
The document summarizes a presentation about opening new market spaces through blue ocean strategies. It discusses how André Rieu created a blue ocean in the classical music industry by making concerts more fun, engaging and appealing to broader audiences. It also describes how the (yellow tail) wine brand opened a blue ocean by making wine approachable to non-wine drinkers. The document advocates analyzing one's industry using a strategic canvas to identify factors to reduce, eliminate, raise and create to shift to an uncontested market space and make competition irrelevant.
An invention is a device, method, or process developed through study and experimentation. Inventions can be protected by patents, which are exclusive rights granted by governments for a limited time in exchange for publicly disclosing the invention. Some of the earliest inventions were considered the wheel, spear, knife, and arrow, which were created due to the need to hunt and provide protection and transportation. Important inventions include the cotton gin, automobile, telephone, electric light, printing press, steam engine, camera, computer, sewing machine, and television. Famous inventors include Archimedes, Albert Einstein, Leonardo Da Vinci, Benjamin Franklin, Thomas Edison, Johannes Gutenberg, Alexander Graham Bell, the Wright Brothers, Henry
This song lists famous inventors and their inventions in rhyming couplets, including Samuel Morse and the telegraph, Thomas Edison and the light bulb, the Wright Brothers and airplanes, Eli Whitney and the cotton gin, George Pullman and the sleeping car, and many others. It encourages learning about inventors and remembering the spirit behind their creations that have shaped modern life. The song repeats its concluding lines emphasizing the importance of remembering inventors and their contributions.
The document summarizes several major inventions from history and compares their impacts. It discusses both positive inventions like the bicycle, transistor, and computer, as well as more harmful ones like weapons and cigarettes. The document also lists some ridiculous failed inventions from the 20th century, such as glasses for blind people that injured users and a device to sample the Sun's soil. It concludes that while inventions have benefits, they also have risks, and the most dangerous is weapons due to their ability to end civilization.
322 advertising, sales promotion, & public relationsVikas Dogra
This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
We are amongst the leading manufacturers, suppliers, wholesalers and traders of this highly commendable range of Candles & Candle Holders. The offered range is widely used in several Hotels, Restaurants and Malls.
Chinese lanterns originated in ancient China and are now used worldwide for decoration and festivals. There are several styles of lanterns from different regions in China, including sky lanterns, riddle lanterns, Beijing style, Suzhou style, and Wenzhou style lanterns. Lanterns are significant in Chinese culture and are symbols used in myths, legends, weddings, and funerals. However, sky lanterns can negatively impact the environment if they are not disposed of properly.
This document discusses modern inventions and their inventors. It describes several major inventions such as the cellular phone (invented by Martin Cooper in 1983), airplanes (invented by the Wright brothers through experimenting with balloons and kites), computers (invented in the 1970s and revolutionized the world), and the internet (invented in the late 1960s and made public in the 1990s, changing the world). Other inventions mentioned include cars (pioneered by Henry Ford), light bulbs (invented by Thomas Edison), refrigerators (invented by Carl von Linde in 1876), YouTube (invented in 2005), drones, and Facebook (invented by Mark Zuckerberg and classmates). The
Humphrey Davy created the first electric light in 1800 using an arc lamp with wires connected to a battery and charcoal. However, this early design was not practical for home use due to its high power needs. Thomas Edison later developed the incandescent light bulb in 1879 using a carbon filament inside an oxygen-free glass bulb, which could last over 40 hours. Over the decades, light bulbs were improved through new materials and designs like fluorescent lights and LEDs to increase efficiency and capacity.
This document discusses the functions and types of advertisements. It begins by outlining the main functions of advertisements as identifying brands, providing information, persuading customers, previewing new trends, increasing demand, expanding customer bases, and influencing pricing. It then describes the main types of advertisements as print (newspaper, magazine, directory, outdoor, transit), media (television, radio, online, direct mail, mobile), territory (retail, local, national, international), and purpose (covert, brand, non-product, service, celebrities, surrogate, persuasive, competition, public service). Finally, it provides examples and further details about specific types of advertisements like newspaper, magazine, billboard, television, radio, online
This document discusses several famous inventors and their inventions such as Albert Einstein and his theory of relativity, Thomas Edison and the light bulb, and the Wright brothers and the airplane. It also describes how the telephone became widespread in the late 19th century and was later replaced by cellular phones. Additionally, it introduces the concept of "Chindogu" which are silly and useless inventions from Japan like a noodle hair guard or portable zebra crossing. The document ends by quoting Plato about the importance of thinking to progress.
The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.
LAMP is a web development platform consisting of Linux, Apache HTTP Server, MySQL database, and PHP programming language. Together, these open source technologies provide a robust platform for deploying dynamic web applications. The document discusses each component of LAMP in detail and how they work together. It notes that LAMP allows for rapid development and delivery of secure, scalable websites and applications.
The document discusses satellite communications, including the basic components and orbits of communication satellites, how they are used to transmit signals, and some of their applications such as television, radio, and mobile phones. Key orbits discussed include LEO, MEO, and GEO orbits, and the advantages and disadvantages of each for communication purposes. The document also covers frequency allocation and some of the challenges of using satellites for communication.
1) The document discusses various methods for measuring the effectiveness of advertising, including pre-testing ads through techniques like order of merit tests and post-testing through awareness measurements.
2) It notes that measuring effectiveness is important to justify budgets, determine if campaigns should continue, and identify areas for modification, but challenges include the costs of measurement and disagreements over appropriate tests.
3) Tips for effective advertising include using more color, running longer campaigns at higher frequencies, prominently displaying brands, and setting specific, measurable objectives.
The document discusses different types of advertising, including:
- Outdoor, indoor, radio, TV, print, and digital advertisements.
- Brand, retail, classified, public service, and political advertisements.
- Covert, celebrity, and infomercial advertisements.
- Local, national, and international advertisements targeting specific regions or countries.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
El documento habla sobre los globos de goma y su inventor, el profesor Michael Faraday, quien creó los primeros globos de goma en 1824 para usar en sus experimentos con hidrógeno en la Royal Institution de Londres. También menciona objetivos a largo plazo, los deseos de los clientes, cómo satisfacer esos deseos a través de las características del producto, un análisis de costos, las ventajas del producto, y los próximos pasos necesarios.
Marketing management involves choosing target markets and growing customers through superior value. For events, this requires a marketing strategy to achieve objectives. Marketing tasks include providing value to targeted customers, motivating purchase, and fulfilling needs without endangering the company. For events, this means aligning the concept with the intended audience, sponsors, and providers. The marketing mix for events includes product, price, place, and promotions to engage audiences through both traditional and online methods.
This document discusses brand positioning strategies. It defines positioning as how consumers categorize and remember a brand relative to competitors. Crafting an effective positioning statement involves targeting a specific audience and communicating a unique value proposition. A strong positioning is distinctive, defensible, and durable over time. Performing consumer, competitive, and company analyses can help identify resonant value claims. Repositioning may be needed due to market changes or unanticipated events. Successful positioning seamlessly enhances consumers' lives rather than just promoting the brand.
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYFreelance
UNIT – I INTRODUCTION
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects
and Challenges
ANNA UNIVERSITY SYLLABUS PPT FOR SEMESTER 2
This document provides an agenda and details for a DMA Awards workshop on presenting creative, strategy, and results for award entries. The workshop will include presentations on best practices for presenting creative work, strategy, and results. It will also cover DMA award categories and tips for selecting categories to enter. The goal is to help attendees develop strong award entries and learn judging criteria.
This document provides an introduction to marketing concepts. It defines key terms like market, customer, demand, and product. It explains that marketing involves moving goods from producer to consumer and satisfying customer needs. The document also outlines the marketing mix of product, price, place, and promotion. It discusses the importance of marketing to society, companies, and consumers. Overall, the document introduces fundamental aspects of marketing such as definitions, concepts, environments, relationships and management.
The document discusses key concepts in event marketing including marketing management, the marketing mix of product, price, place, and promotions. It emphasizes the importance of understanding target audiences and creating customer value. An effective marketing strategy requires defining objectives and implementing promotional activities across various traditional and digital channels. The customer experience is shaped by the people, processes, and physical environment associated with an event.
The document discusses key concepts in event marketing including marketing management, the marketing mix of product, price, place, and promotions. It emphasizes the importance of understanding target audiences and creating customer value. An effective marketing strategy requires defining objectives and implementing promotional activities across various traditional and digital channels. The customer experience is shaped by the people, processes, and physical environment associated with an event.
Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers and society. The 4 P's of marketing are product, place, price, and promotion. A successful marketing strategy is customer-driven and based on information gathered through market research about the target market. Branding, advertising, and personal selling are important promotional tools used to build awareness, adoption, and loyalty among customers.
The document discusses key concepts in marketing. It defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." It explains that marketing involves three elements: marketers, what is being marketed, and the target market. The document also outlines different orientations companies can take towards customers, from production-focused to a full marketing concept focused on customer needs. It discusses the importance of the marketing mix and how the marketing environment is shaped by various social, technological, economic and other forces.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
IS20G11 - Personal Branding: What is it and Why is it Important to Your Deale...Sean Bradley
We will share the advantages of employee advocacy based selling versus traditional model, explore strategies being used by dealership personnel now, TCP risks, and best practices for dealers to take and use to drive a better-branded experience and sell more cars.
1. Promotion involves informing, persuading, and influencing customers through integrated marketing communications. This includes advertising, personal selling, sales promotion, publicity, and public relations working together to deliver a unified message.
2. The promotional mix uses personal selling techniques like advertising and nonpersonal selling techniques to achieve objectives. Pricing strategies include profitability, volume, competition, prestige, and penetration objectives.
3. Firms consider customer perceptions that higher prices indicate higher quality when setting prices. Strategies include skimming, penetration, everyday low, competitive, and odd pricing.
Marketing is defined as creating, communicating, delivering, and exchanging offerings that have value for customers. The goals of marketing are to attract new customers by promising superior value and keep current customers satisfied. Marketing has evolved from a production and product focus to being customer-centered. Modern marketing involves a holistic approach considering people, processes, programs, and performance.
This document provides an overview of identifying and evaluating marketing opportunities. It discusses key marketing concepts like value, customer satisfaction, exchange and transaction. It also covers analyzing market information to identify opportunities, researching new markets, and taking an entrepreneurial approach to developing ideas into marketing opportunities. The document emphasizes exploring innovation and being alert to new opportunities.
The document outlines the key steps in developing an effective advertising campaign, including situation analysis, defining creative objectives and strategy, developing media objectives, integrating sales promotion plans, getting approval for the campaign, and testing the campaign through research after launch. It emphasizes that all aspects of the integrated marketing communications should work together as a single voice to achieve the company's goals.
This document provides an agenda and information for a DMA Awards workshop on presenting entries. The workshop covers best practices for presenting creative work, strategy, and results. It also reviews the DMA category options and criteria. Speakers will discuss tips for various elements, including focusing on objectives and results, telling a story, and revising submissions. Attendees can ask questions and learn how winning a DMA provides benefits like thought leadership, developing talent, and attracting the best clients and agencies.
This document discusses the 7 P's of marketing mix. It covers the following P's: Promotion, Positioning, Product, Packaging, Place, People, and Price. For each P, it provides details on strategies and considerations for effective implementation of that aspect of the marketing mix. The goal is to communicate with customers, differentiate products or services from competitors, and get the right products to customers through an optimized distribution system using people. Price is a major factor for customers in the buying decision.
Dr Sunil Kumar PPT and Document Link details - Google Sheets.pdfDr. Sunil Kumar
All PPT Link to Download
title
Hunar se rozgar in f & b service theory manual
Co operation to other department on hotel
Upselling methods
Checkout system
Bell boys
Bell desk
Arrival & departure
Career in tourism
Careers in the hospitality industry
Check out procedure
Classification of hotels
Club service facilities in hotels
Concierge functions
Concierge
Definition of hospitality
Effective complants handling
Eva floor
front office basic
Functions of reservation &porters
Grooming standards
Group check in
Guest check out
How to hadle complaints
How to write job descriptions
Introduction to the hospitality industry
Jobspecification
Mail handling
Mission statement
Notes on duties of f.o staff
Registration
Reservation channels
Reservation modes
Reservation sources
Reservation&room selling procedures
Reservation
Reservations
Rooms all type
Sections of front office department in hotels
Skills of f.o
Telephone techniques
Time share
Types of hotels
Types of hotels
Types of rack rates
Types of reservation
Types of tourism
career path in hospitality
Yield management
Job interview attire slide show
Food and bevarage sections in hotels
G.d techniques
Group discussion
House keeping basics
Importance of h.k deptt
Improving communication
Interview presentation1
Interview questions
Interview questions
Interview
Interview preparation for_website_68141_72873
Interviewing skills
Interviewing skills
Interviewing powerselling
Inventory of linen
Laundry equipment notes
Laundry location
Laundry
M.p tourism
Manager skills ppt
Moments of truth
Motivation
Opl
Personal hygine
Personality devolopment
Ppt mtivation
Ppt on managerial skills
fish ppt
Providing execeptional service
Quality service delivery
Quality service
Research project on medical tourism
Resources successful interviews
Resume &interview
Resume&interview preparation
Room status
Safety by h.k deptt
Self introduction
Service types
Service
Solving the mystique of interviewing
Table setting
Types of interview
Uniforms
Various tourism
Wash cycle
What towear
state institute of hotel management , tilyar lake , rohtak News
state institute of hotel management , tilyar lake , rohtak
Body language
introduction to hk_dept.
Wines of port & spain
1 beer and beer service
2 wine service
Alcoholic beverage
Alcoholic beverages
American whicky
Armagnac
Basic of wine
Beer ok
Beer1
Bitters
Brandy
Brandy2
Champagne
Cocktail
Cocktails
Cognac
Dine with wine
Distillation
English gin
French wines
Gin
Gin
Gin2
Irish whiskey
Italain win
Italy win (2)
Ital y win
Liqueur
Liqueurs
Eating market dynamics
the leela kempinski gurgaon delhi ncr
3 deptt of hotels
Advertisements
INTRODUCTION OF HOSPITALITY INDUSTRY
Banquet
Banquets
Bar operations
Bar operatioon
Basicskill
Beverage service
Body language new
Body language
Body language
Breakfast ok
Buffet
C.v&interview preparation
Calcutta times bash
Career planning1
Cheese ok
Wine project
01 menage
02 preparation of table
03 standard cover
04 sequence of service
05 silver service
Resort Management is the comprehensive and strategic oversight of all operations within a resort property, aimed at delivering exceptional guest experiences and maximizing profitability. It involves the efficient coordination of various departments, including accommodations, food and beverage, recreational facilities, guest services, and administration.
A successful resort management team ensures that all aspects of the resort are functioning seamlessly to create a welcoming and enjoyable environment for guests. This includes maintaining the highest standards of customer service, implementing effective marketing and sales strategies, managing reservations and bookings, coordinating housekeeping and maintenance services, and overseeing financial operations.
Resort managers are responsible for setting the overall vision and direction of the property, developing strategic plans to attract and retain guests, and ensuring that the resort meets or exceeds guest expectations. They work closely with department heads and staff to provide ongoing training and guidance, fostering a culture of exceptional service and professionalism.
In addition to guest satisfaction, resort management also focuses on financial performance. Managers are responsible for budgeting, cost control, and revenue management to optimize profitability. They analyze market trends, monitor competitors, and make informed decisions to drive revenue growth and operational efficiency.
Resort management also involves maintaining and enhancing the resort's physical infrastructure, including buildings, landscapes, and amenities. This includes regular maintenance, renovations, and upgrades to ensure a visually appealing and well-maintained property.
Furthermore, resort managers must stay abreast of industry trends, technological advancements, and evolving guest preferences. They leverage this knowledge to implement innovative practices, adopt sustainable initiatives, and deliver unique experiences that set their resort apart from competitors.
Digital Marketing All Module Sunil Kumar.pptxDr. Sunil Kumar
Slide 1: Introduction
Welcome to the Digital Marketing Presentation
Overview of the power and potential of digital marketing
Slide 2: What is Digital Marketing?
Definition of digital marketing
Importance of digital marketing in today's business landscape
Slide 3: Key Components of Digital Marketing
Search Engine Optimization (SEO)
Pay-Per-Click Advertising (PPC)
Social Media Marketing
Email Marketing
Content Marketing
Influencer Marketing
Slide 4: Benefits of Digital Marketing
Increased brand visibility and recognition
Enhanced targeting and personalization
Improved customer engagement and interaction
Higher conversion rates and ROI
Real-time tracking and analytics
Slide 5: Digital Marketing Channels
Website and Landing Pages
Search Engines (Google, Bing, etc.)
Social Media Platforms (Facebook, Instagram, LinkedIn, Twitter)
Email Platforms (Mailchimp, Constant Contact, etc.)
Online Advertising Networks (Google Ads, Facebook Ads, etc.)
Slide 6: Developing a Digital Marketing Strategy
Identifying business objectives and goals
Understanding target audience and buyer personas
Selecting the right digital marketing channels
Creating compelling content and messaging
Implementing effective tracking and measurement
Slide 7: Digital Marketing Tools and Technologies
Analytics platforms (Google Analytics, Adobe Analytics)
Customer Relationship Management (CRM) software
Marketing Automation tools (HubSpot, Marketo, etc.)
Social media management and scheduling tools
Content management systems (CMS)
Slide 8: Best Practices for Digital Marketing Success
Consistent branding and messaging
Mobile optimization and responsive design
A/B testing and optimization
Data-driven decision making
Continuous learning and staying updated with industry trends
An Exploratory study of Red Ant Chutney in Bastar Region Dr Sunil Kumar.docxDr. Sunil Kumar
1. Red ant chutney, known locally as Chaprah, is a specialty in the Bastar region of Chhattisgarh, India. It is made from red ants which are crushed, dried, and ground into a paste with spices.
2. The red ant chutney provides medicinal benefits like acting as an anti-bacterial and improving immune function. It also contains proteins, calcium, zinc, and formic acid.
3. Red ant collection and chutney production provides socio-economic benefits to rural tribes in Bastar. Over 10 crore ants are sold annually, providing income and employment.
This document provides information about the Institute of Hotel Management in Nava Raipur, Chhattisgarh, India. It discusses the establishment of the institute, its affiliations, academic programs offered, facilities, admission process, eligibility criteria, fees structure, career opportunities, and messages from the principal and chief authorities. Specifically, it offers 3-year B.Sc. and 1.5-year diploma programs in hospitality and hotel administration. The fees structure for the B.Sc. program over 3 years is provided. The institute aims to provide skills and training to students to meet the needs of the growing hospitality industry in India.
Handbook of BBA in Culinary Arts Syllabus .pdfDr. Sunil Kumar
The document provides information about the Bachelor of Business Administration in Culinary Arts program offered in collaboration between the Indian Culinary Institute and Indira Gandhi National Tribal University. It outlines the program structure over 6 semesters, including coursework in culinary foundations, bakery, dining operations, food safety, and management. Students complete practical training and an internship. The curriculum aims to produce chefs and culinary professionals to work in the hotel, hospitality, and food industries.
The document discusses the three Ayurvedic doshas - Vata, Pitta, and Kapha - and their relation to the five elements. Vata is associated with air and ether and people with a Vata imbalance experience anxiety and fatigue. Pitta relates to fire and those with excess Pitta may feel irritable and have mood fluctuations. Kapha is connected to earth and imbalanced Kapha can lead to sluggishness and laziness. The doshas are normally located in specific parts of the body - Vata in the colon, Pitta in the small intestine, and Kapha in the stomach and lungs. Certain foods can help balance each dosha.
This document provides an overview of Indian culinary history and cuisine. It describes the foods eaten in ancient civilizations like the Indus Valley and during Vedic times, including grains like wheat, barley and rice. The influence of Buddhism in promoting vegetarianism is noted. Different food types (satvic, rajasic, tamasic) according to Ayurveda are defined. The document also gives brief introductions to the cuisines of various Indian states and highlights some popular dishes.
This document discusses different types of commercial and on-premises hotel laundries. It describes the key differences between commercial and on-premises laundries, including that commercial laundries cater to hotels on a contract basis and return linen within 24-48 hours, while on-premises laundries are located on the hotel property and can return linen within 8 hours for better control and stock management. The document also provides details on planning and setting up an on-premises laundry, the various equipment used, and the multi-step laundry process from pre-washing to finishing.
The document discusses organizational structure and design. It defines organizational structure as how interrelated groups within an organization are arranged, with a focus on effective communication and coordination. The document then examines formal and informal organizational structures and charts, as well as the factors that influence organizational design both internally such as leadership, communication and mission, and externally such as size, life cycle, strategy and environment. It also discusses the advantages and disadvantages of formal and informal structures.
The document outlines the key concepts and steps of Hazard Analysis and Critical Control Points (HACCP), a systematic preventative approach to food safety. It discusses hazards like biological, chemical and physical contaminants that can cause foodborne illness. The 7 steps of HACCP are described, including identifying hazards and critical control points in food production processes. Monitoring procedures, corrective actions, and record keeping are important aspects of ensuring food safety through the HACCP system. The overall goal of HACCP is to anticipate and prevent risks of food contamination before they occur.
The document provides information on Kashmiri cuisine including its history and food habits. It notes that Kashmiri cuisine is divided into Kashmiri Pandit cooking and Kashmiri Muslim cooking. Kashmiri Pandits primarily eat lamb meat and avoid beef, pork, onion, and garlic. Kashmiri Muslims like similar meat dishes but use more garlic, dried red chillies, and onions. The document also mentions that ver is a spice mixture used in Kashmiri Muslim cooking containing garlic, red chilli, cumin seeds, and coriander seeds.
This document provides information on carbohydrates, proteins, fats, vitamins, minerals and water. It discusses the types and food sources of carbohydrates, proteins and fats. It also covers dietary recommendations and requirements for carbohydrates, proteins, fats, vitamins and minerals. Sample meal plans and tips for planning diabetes-friendly and low-fat diets are also included. Functions of carbohydrates, proteins and fats in the body and diet are outlined. Methods for calculating the nutritive value of dishes and meals are described with an example.
Carving is the process of cutting or shaping figures out of solid materials like wood, stone, or meat. It involves using hand tools like knives to carefully remove pieces to reveal the underlying shape or design within the material. With skill and attention to detail, carvers can transform simple blocks into intricate sculptures, decorations, or food presentations through this artistic technique.
This document contains information submitted to Chef Sunil Kumar by Vaibhav Khurana. It does not provide any details about the content of the submission or the purpose of the document. In just two lines, it only identifies the recipient and the person submitting the information but gives no context about the subject or content of the submission.
This document contains a submission from Sunil Kumar to Chef Sunil Kumar. Sunil Kumar submitted this document and is also the person submitting it. The document provides little other contextual information about its purpose or contents.
Indian gravy is a smooth, saucy liquid that adds flavor, richness, and character to Indian dishes. It forms the soul of Indian cuisine. The document provides recipes for four types of Indian gravy: chopp masala tomato gravy, white gravy, brown gravy, and bhindi masala. Each recipe lists the ingredients and their quantities needed to make the gravy.
Vitamins and minerals are essential nutrients required by the body in small amounts. Vitamins can be divided into fat-soluble and water-soluble categories, with vitamins A, D, E, and K being fat-soluble and vitamins B and C being water-soluble. Major minerals like calcium, phosphorus, sodium, potassium, chloride, and magnesium and trace minerals such as iron, zinc, copper, manganese, fluoride, and iodine are present in body tissues and fluids.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
-------------------------------------------------------------------------------
For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
How to Build a Module in Odoo 17 Using the Scaffold Method
Advertisements
1. Managing Mass
Communications Advertising,
Sales Promotions,
Events and Experiences, and
Public Relations
DESINGED BY
Sunil Kumar
Research Scholar/ Food Production Faculty
Institute of Hotel and Tourism Management,
MAHARSHI DAYANAND UNIVERSITY,
ROHTAK
Haryana- 124001 INDIA Ph. No. 09996000499
email: skihm86@yahoo.com , balhara86@gmail.com
linkedin:- in.linkedin.com/in/ihmsunilkumar
facebook: www.facebook.com/ihmsunilkumar
7. PURPOSE OF ADVERTISING
• IN ORDER TO STATE THE PURPOSE:
• MUST DECIDE THE PRECISE ACTION WE
WANT THE TARGET AUDIENCE TO TAKE
AFTER WATCHING, READING, OR LISTENING
TO THE AD
• PURPOSE IS:
• TO PERSUADE SOMEONE TO DO
SOMETHING
• MUST DECIDE
• WHO
• WHAT TO DO
7
8. PURPOSE OF ADVERTISING-CONTINUED
• ADVERTISING IS THE CAUSE
• BEHAVIOR IS THE EFFECT
• BUY, USE, WRITE, CALL, VISIT DEALER, ORDER BY
PHONE
• COMPLETE STATEMENT INCLUDE BUSINESS
SOURCE
• KEY TO MARKETING DEFINITION IS
SUBSTITUTABILITY
• WHICH PRODUCTS MIGHT THE BRAND BE
INTERCHANGEABLE
• SET OF PRODUCTS MIGHT BE SMALLER OR
LARGER THAN THE SET OF PRODUCTS BY WHICH
THE CATEGORY IS TRADITIONALLY DEFINED
8
9. BARRIER THEORY
• CAN ANY OF THE PROMOTIONAL
ELEMENTS OVERCOME THESE
BARRIERS IN THE CONSUMER DECISION
PROCESS?
• AWARENESS
• ACCEPTANCE
• PREFERENCE
• SEARCH
• SELECTION
• USE
• SATISFACTION
9
10. EXAMPLES OF PURPOSE OF ADVERTISING
• PURPOSE OF ADVERTISING IS TO
PERSUADE THE AUDIENCE:
• TO BUY RUFFLES INSTEAD OF
OTHER BRANDS OF POTATO CHIPS
• TO USE BISQUICK INSTEAD OF
PANCAKE MIX
• TO PERSUADE MEMBERS OF THE
TARGET AUDIENCE TO COME INTO
THE SHOWROOM FOR A TEST DRIVE
TO THE AUDI 80/90, RATHER THAN
OTHER HIGH-LINE SPORTS SEDANS
10
11. TARGET
• THE GROUP OF PEOPLE WHO ARE THE BEST
PROSPECTS FOR THE ADVERTISER’S BRAND
• TO WHOM THE ADVERTISING WILL BE
ADDRESSED
• NEED A PERSON TO WRITE TO:
• BUSINESS TRAVELLERS WHO ARE LIKELY
TO STAY AT MID-PRICED HOTELS
• HEAVY USERS OF CHARCOAL
• YOUNG WOMEN WHO HAVE ACNE
PROBLEMS
• PEOPLE IN THE MARKET FOR AN EXPENSIVE
SPORTY EUROPEAN CAR
11
12. NEED TO KNOW DEMOGRAPHIC
AND PSYCHOGRAPHIC PROFILE
• BUSINESS TRAVELLERS WHO ARE LIKELY TO
STAY AT A MID-PRICE HOTEL, $45,000 TO
$75,000 ANNUAL INCOME. EIGHTY PERCENT
ARE MALES. THEY CHOOSE MID-PRICE
ACCOMMODATIONS BECAUSE THEY ARE
PAYING THEIR OWN WAY, OR BECAUSE THEIR
EXPENSE ACCOUNTS ARE LIMITED. THEY
WANT BASIC, CLEAN ACCOMMODATIONS WITH
A MINIMUM OF HASSLE. THEY ARE
FREQUENTLY TIRED, USUALLY INPATIENT, AND
ALWAYS CRITICAL. SMALL LUXURIES, SPECIAL
RESPECT AND ATTENTION ARE IMPORTANT TO
THEM
12
13. NEED TO KNOW DEMOGRAPHIC AND
PSYCHOGRAPHIC PROFILE--CONTINUED
• HEAVY USERS OF CHARCOAL,
FATHERS BETWEEN 25 AND 49.
MOST OF THEM LIVE IN THE
SUBURBS OR SEMIRURAL AREAS.
THEY GET A BIG KICK OUT OF
BARBECUING FOR FAMILY AND
FRIENDS. THEY WANT THE MEAT
TO TURN OUT JUST RIGHT
13
14. EXAMPLE OF PURPOSE AND
TARGET
•
PURPOSE
• TO PERSUADE FREQUENT NEW YORK TO WASHINGTON, DC
TRAVELLERS TO TAKE AMTRACK INSTEAD OF A PLANE
•
TARGET
• FREQUENT NEW YORK TO WASHINGTON TRAVELLERS ARE
LIKELY TO BE WELL-EDUCATED, WHITE-COLLAR
PROFESSIONALS CONDUCTING A DAY’S BUSINESS IN
EITHER CITY. THE NEARLY 10,000 PEOPLE WHO FLY DAILY
BETWEEN NEW YORK AND WASHINGTON HAVE GROWN
ACCUSTOMED TO NO-FRILLS SERVICE, CROWDED SEATING
AND “CATTLE CAR” CONDITIONS. THEIR TIME IS AT A
PREMIUM AND, DESPITE AIRPORT DELAYS AND TRAVEL
TIME TO AND FROM AIRPORTS, THEY BELIEVE PLANES
PROVIDE THE SHORTEST TRIP POSSIBLE. SIXTY TO
SEVENTY PERCENT ARE MALES
14
15. PROMISE
• BENEFIT OR REWARD FOR BUYING OR USING
THE ADVERTISED BRAND
• WHEN I_________. I WILL__________.
• THE “I” IN THIS SENTENCE IS THE TARGET
AUDIENCE
• THE 1ST BLANK REPRESENTS THE PURPOSE
OF THE ADVERTISING
• THE 2ND BLANK REPRESENTS THE BENEFIT
• NUMBER OF PROMISES
• SINGLE MINDED OR ONE IN MOST CASES
• COMBINATION, RATHER THAN ONE BENEFIT, IF IT DEFINES
THE ESSENTIAL NATURE OF THE BRAND (WEIGHT
WATCHERS’ ENTREES--REDUCED CALORIES AND GOOD
TASTE).
15
16. PROMISE IS THE HEART OF THE
STRATEGY
• THE BENEFIT IS IN THE MIND OF THE
CONSUMER, NOT IN THE PRODUCT.
PRODUCTS HAVE ATTRIBUTES, NOT BENEFITS
• THE BENEFIT IS A FUTURE EXPERIENCE. IT IS
AN (SUBJECTIVE) EXPERIENCE PROMISED TO
THE CONSUMER BY THE ADVERTISER AS A
REWARD FOR BUYING OR USING THE
ADVERTISED BRAND
• THE BENEFIT IS A CONCLUSION, TO BE DRAWN
BY THE CONSUMER FROM THE CAMPAIGN AS A
WHOLE. THE PROMISE IS NOT A COPY LINE.
THE WORDS USED IN THE STRATEGY MAY OR
MAY NOT EVER APPEAR IN THE ADVERTISING
16
ITSELF
17. EXAMPLES OF PURPOSE AND
BENEFIT
• WHEN I TAKE AMTRACK INSTEAD OF
THE PLANE FROM NEW YORK TO
WASHINGTON, DC (PURPOSE). I WILL BE
MORE COMFORTABLE, BETTER
TREATED, AND MORE VALUED (BENEFIT)
• WHEN I BUY INSURANCE FROM STATE
FARM INSTEAD OF FROM SOME OTHER
INSURANCE COMPANY (PURPOSE). I
WILL KNOW THAT A FRIENDLY STATE
FARM AGENT WILL BE AT MY SIDE IF I
NEED HELP (BENEFIT)
17
18. EXAMPLE OF BENEFITS
• PRACTICAL
• REWARDS WHICH COME FROM SAVINGS
TIME OR MONEY, OR EXPERIENCING GOOD
HEALTH
• SENSORY
• INTERESTING TEXTURE OR DELICIOUS
TASTE
• SOCIAL
• APPROVAL FROM FAMILY OR PEERS
• EGO-SATISFACTION
• PRIDE IN BEING A GOOD MOTHER, OR
FEELING OF ACCOMPLISHMENT FROM
18
19. WHEN BENEFITS OCCUR
• WHILE THE PRODUCT IS BEING
USED
• AFTER THE PRODUCT HAS BEEN
USED
• AS AN INCIDENTAL BY-PRODUCT
OF THE PRODUCT’S MAIN EFFECT
19
20. BENEFIT MATRIX--POTENTIAL
BENEFITS OF REAL CHEESE
POTENTIALLY
REWARDING
EXPERIENCES
PRACTICAL
IN-USE
EXPERIENCE
SENSORY
SOCIAL
EGOSATISFACTION
CONVENIENCE; NEW TASTE
KIDS CAN HELP FOR ROUTINE
THEMSELVES
FOODS
FAMILY WILL
BE GRATEFUL
I AM A GOOD
MOTHER
RESULTS-OFUSE
EXPERIENCE
STRONG BONES FEEL BETTER
OTHERS THINK
I LOOK GOOD
I AM TAKING
GOOD CARE OF
MYSELF
INCIDENTIALTO-USE
EXPERIENCE
LOW-COST
NUTRITION
ADDS VARIETY
I AM A GOOD
TO PARTY
COOK
REFRESHMENTS
NO MESS
20
21. SUPPORT
• LENDS CREDIBILITY TO THE
ADVERTISER’S PROMISE
• SUPPORT REFERS TO EVERYTHING
IN THE ADVERTISING THAT LENDS
CREDIBILITY TO THE
ADVERTISER’S PROMISE
• TWO TYPES OF SUPPORT
• INTERNAL AND EXTERNAL
21
22. INTERNAL SUPPORT
• PRODUCT OR INTELLECTUAL FACTS
• WHEN I TAKE AMTRACK INSTEAD OF THE PLANE
FROM NEW YORK TO WASHINGTON (PURPOSE). I
WILL BE MORE COMFORTABLE, BETTER TREATED,
AND MORE VALUED (BENEFIT) BECAUSE AMTRACK
PROVIDES WIDER SEATS, MORE LEG ROOM, BETTER
SERVICE, AND FREEDOM TO MOVE AROUND
(SUPPORT)
• DEMONSTRATIONS (SHOW BRAND AT WORK)
• LITERAL--SUFFER EXPERIENCE RELIEF ON SCREEN
• DRAMATIC--PART OF A PLAY--BUD LIGHT
22
23. EXTERNAL SUPPORT
• SUPPORT FOR THE PURPOSE OR
THE PROMISE OF THE
ADVERTISING CAMPAIGN
THROUGH THE USE OF:
• SALES PROMOTION
• PUBLIC RELATIONS PROGRAMS
• ADVERTISING INTENDED TO ELICIT
DIRECT RESPONSE
23
24. PROMISE VS SUPPPORT
• THE PROMISE IS THE MEANING TO
BE DRAWN FROM THE AD.
• PROMISE TO THE END
• THE SUPPORT IS THE MEANS BY
WHICH THAT PROMISE IS
CONVEYED.
• SUPPORT IS THE MEANS
24
25. WHERE TO LOOK FOR SUPPORT
• BACKGROUND MUST COME FROM
CONSUMERS
• PRODUCT TESTING
• CONSUMER SURVEYS
• USER THEMSELVES (i.e., WRITER OF
AD)
• MUST BE RELEVANT TO TARGET
• MUST OPERATE IN A COMPETITIVE
WORLD
25
26. ROI
•
RELEVANCE
• MESSAGE MUST BE RELEVANT--TO PRODUCT, TARGET,
AND SPECIFIC BEHAVIOR ADVERTISER INTENDED TO
PROMOTE
• ATTRIBUTE IS NOT SUPPORT FOR PROMISE UNTIL
CUSTOMER UNDERSTANDS HOW ATTRIBUTE MAKES
BRAND A BETTER SATISFIER OF NEEDS
•
ORIGINALITY
• NEEDS TO BE ORIGINAL TO ATTRACT ATTENTION--BREAK
THE PATTERN
•
IMPACT
• ABILITY TO BREAK THROUGH INDIFFERENCE AND FOCUS
ATTENTION UPON MESSAGE THE ADVERTISEMENT IS
INTENDED TO CONVEY
• INTRUSIVENESS--TWO SOURCES: MEDIA AND STRUCTURE
OF ADVERTISING MESSAGE--ELEMENT OF SURPRISE
26
27. LEGS
• IMPACT OF AN INDIVIDUAL
ADVERTISEMENT OR LONG-TERM
CAMPAIGN
• IDEA MAY YIELD EFFECTIVE
VARIATION--LONG WAY
• JOE GREEN COMMERCIAL
27
28. BRAND PERSONALITY
• DEFINTION
• CONSISTENCY OF TRAITS (DRESS, SPEECH, LOOKS,
HABITS, TRAITS THAT GO TOGETHER IN A MORE-ORLESS COHERENT WAY) AND PREDICTABILITY
(CONSISTENCY OVER TIME)
• BRAND
• SET OF ENDURING CONSUMER PERCEPTIONS WHICH
FORMS A BASIS FOR EXPECTATION OF BRAND
BENEFITS
• INTERNALLY CONSISTENT, TRAITS MUST FIT
TOGETHER, PACKAGE, PRICE, LOOK, SOUND, SMELL,
SIZE, NAME, COLOR, SHAPE--MUST HAVE A SINGLE
THEME
28
29. BRAND PERSONALITY--CONTINUED
• BRAND PERSONALITY
• SEPARATES THE BRAND FROM ITS COMPETITORS
• PREDICTS THE FUTURE EXPERIENCE WITH THAT
BRAND
• ROLE OF ADVERTISING
• BECOMES PART OF THE IMAGE AND TELL WHAT THE
BRAND IS
• BUSH BEER--HONEST, RUGGED, MANNLY
• STATE FARM INSURANCE--STRAIGHT-FORWARD,
WARM, A GOOD NEIGHBOR
• METROLINER--CIVILIZED, INVITING,
COMFORTABLE, CLEAN, DEPENDABLE, SAFE
29
30. MEDIA
• MEDIA
• WHAT MEDIA WILL MATCH THE PURPOSE OF THE
ADVERTISING?
• C.P.M. (COST PER THOUSAND IMPRESSIONS)
• WHAT MEDIA WILL DELIVER THE MESSAGE TO THE
TARGET AT THE LOWEST POSSIBLE COST?
• WHAT IS THE AVAILABILITY, REACH AND FREQUENCY,
AND NEGOTIATED COST PER THOUSAND
IMPRESSIONS THAT THE ADVERTISER CAN SPEND
WHICH WILL ACHIEVE THE PURPOSE--TO REACH THE
TARGET, COMMUNICATE BENEFIT(S) AND
SUPPORTING EVIDENCE?
30
31. APERTURE
• WHEN, WHERE, AND UNDER WHAT
CIRCUMSTANCES WILL THE TARGET BE MOST
RECEPTIVE TO THE MESSAGE
• WHEN THE RELEVANT DECISION GETS MADE
• MOTHER’S DAY, FATHER’S DAY, EASTER,
CHRISTMAS--ALL INCREASE INTEREST IN PRODUCTS
AND SERVICES APPROPRIATE FOR THOSE TIMES
• BREAKFAST EATERS THINK ABOUT WHAT TO HAVE
FOR BREAKFAST AT BREAKFAST TIME, AND ARE
LIKELY TO BE OPEN TO MESSAGE ON MORNING
RADIO
• PLACE WHERE THE DECISIONS GETS MADE
• UNDER WHAT CIRCUMSTANCES THE DECISION
31
GETS MADE
32. EXAMPLES OF APERTURE
• READING FASHION MAGAZINE, MAY MAKE
INTERESTED READER EVEN MORE
INTERESTED IN MESSAGES ABOUT EXERCISE,
DIET, MAKEUP, OR CLOTHES
• MICHELIN PLACED MESSAGES IN WEATHER
REPORTS ON CABLE TELEVISION’S WEATHER
CHANNEL. THE PREMISE WAS THAT DRIVERS
WHO ARE CONCERNED ABOUT THE WEATHER
MIGHT ALSO BE CONCERNED ABOUT
SECURITY, AND MIGHT THEREFORE BE
ESPECIALLY RECEPTIVE TO MESSAGES
CONCERNING MICHELIN TIRES
32
33. FIVE VENUES
• DEFINITION
• EACH VENUE REPRESENTS A
DIFFERENT RELATIONSHIP
BETWEEN THE ADVERTISED
PRODUCT AND THE SOURCE OF
BUSINESS--PRODUCT (MIGHT BE
BOUGHT OR USED INSTEAD)
33
34. VENUE ONE
• OBVIOUS SUPERIORITY
• FOCUS ON THE CUSTOMER--ROI
• EXPAND THE CATEGORY
• PREPARE FOR COMPETITIVE
RESPONSE
34
35. VENUE TWO
• MARGINAL SUPERIORITY
• LINKS BETWEEN MINOR PHYSICAL
DIFFERENCE AND MAJOR PSYCHOLOGICAL
NEEDS CAN PROVIDE DECISIVE
COMPETITIVE BENEFITS
• BUSH BEER--MINOR PHYSICAL DIFFERENCE
BETWEEN BUSH AND OTHER BRANDS IS THE BUSH
MOUNTAIN LOGO. WHEN LINKED WITH THE
NOTION THAT BUSCH GOES DOWN “SMOOTH AS A
MOUNTAIN STREAM.” THE LOGO SYMBOLIZES A
COMPETITIVE LEVERAGE FOR THE BRAND
35
36. VENUE THREE
• PERCEIVED INFERIORITY
• TARGET THOSE WHO INFLUENCE THE
BEHAVIOR OF OTHERS
• CORRECTION OF ERRONEOUS BELIEFS-UNDERSTANDING WHY THE BELIEFS ARE
STILL HELD
• THE TARGET IS NEVER EVERYONE, EVEN
THOUGH EVERYONE MAYBE WRONG
• AMTRACK--UNREALIABLE, UNCOMFORTABLE, AND
PROBABLY LATE
36
37. VENUE FOUR
• REAL INFERIORITY
• SEEK OUT AND STRIKE AT ANY WEAKNESS
OF THE OTHERWISE SUPERIOR BRAND
• ADVERTISING MUST STILL PROMISE A
COMPETITIVE BENEFIT. COMPETITOR’S
WEAKNESS IS NOT ENOUGH
• CAN NOT BE SOLD BY ADVERTISING ALONE
• THE BEETLE--DEPENDABLE AND
ECONOMICAL, AND WOULD NOT GO
OUT OF STYLE
37
38. VENUE FIVE
•
PARITY
• IMPORT
• FOCUS ON A MAJOR BENEFIT THAT THE BRAND DOES
NOT PROVIDE BEFORE THE ADVERTISING STARTS-THAN THE BENEFITS BECOMES TIGHTLY LINKED TO THE
BRAND AND IT BECOMES A PROPERTY OF THE BRAND
• BREAKFAST OF CHAMPIONS
• THE NIGHT BELONGS TO MICHELOB
• PREEMPT STRATEGY
• NON-EXCLUSIVE BENEFIT THAT THE BRAND ALREADY
PROVIDES IS MADE THE EXCLUSIVE PROPERTY OF
ADVERTISER’S BRAND
• LIKE A GOOD NEIGHBOR
• WE SELL NO WINE BEFORE ITS TIME
• SINGLE MINDED
• PERSONALITY
38
39. SUMMARY OF ROI
FIVE BASIC QUESTIONS
• WHAT IS THE PURPOSE OF THE ADVERTISING?
• TO WHOM WILL THE ADVERTISING BE
ADDRESSED?
• WHAT COMPETITIVE BENEFIT WILL BE
PROMISED, AND HOW WILL THAT PROMISE BE
SUPPORTED?
• WHAT PERSONALITY WILL DISTINGUISH THE
BRAND?
• WHEN, WHERE AND UNDER WHAT
CIRCUMSTANCE WILL THE TARGET BE MOST
RECEPTIVE TO THE MESSAGE? AND, WHAT
MEDIA WILL DELIVER THAT MESSAGE TO THAT
TARGET AT THE LOWEST POSSIBLE COST?
39
40. Problem--Multiple Vitamin Supplements
•
Multiple vitamin supplements make up a large, well-established market
with a substantial number of different brands and manufacturers. The
market also displays a wide variety of marketing approaches even
though the products themselves are largely homogeneous in physical
characteristics. The differences in marketing approaches revolve around
the choice of distribution channel. There are five different marketing
approaches that are currently in use. They are:
Mail Order—vitamins offered through catalogs mailed directly to prospective
consumers. Price to the consumer is low.
Proprietary—vitamins sold through retail drug, food, and discount stores and
advertised to consumers by the manufacturer. Retail price is high.
Ethical—vitamins sold through drugstores and sold to consumers based on
recommendations from doctors or druggists. Retail price is high.
Door-to-Door—vitamins sold directly to consumers in their home by
salespeople of the manufacturer. Price to consumers is high.
Private Label—vitamins sold to druggists for resale under the druggist’s own
label to consumers. Retail price is low.
Even if it is assumed that the product under each marketing approach is the same,
the advertising effort will vary substantially because of differences is price and
distribution channels.
For each marketing approach:
1)
will the amount of advertising tend to be high or low compared to the other
alternatives?
2)
what will be the task of advertising?
40
41. Multiple Vitamin Supplements
Approach
Distribution
Price
Task of
Advertising
Amount of
Advertising
Mail Order
Direct to consumer Low
by mail
Make direct sales
High—no other
selling expense
Proprietary
Through retailers
by “pulling”
High
Develop brand
preference
through retail
outlet
High—must
overcome lack of
retail selling effort
Ethical
Through retailers/
Physician
recommendation,
push
High
Get
recommendations
and prescriptions
Low—narrow
target, high retailer
margins
Door-to-Door
Direct to consumer High
by personal selling
Get sales agent
into the home
Low—funds
devoted to selling
commissions
Private Label
Through retailers
Price
Comparisons
Low
Low—margins
narrow due to low
41 price
45. Comparing Advertising Media
Media
Media
Television
Television
& cable
& cable
Direct
Direct
mail
mail
NewsNewspaper
paper
Radio
Radio
2004
2004
spend.
spend.
(billions)
(billions)
$67.8
$67.8
$52.2
$52.2
$46.6
$46.6
$19.6
$19.6
2-year
2-year
%
%
growth
growth
Advantages
Advantages
Disadvantages
Disadvantages
25.3%
25.3%
Demonstrates well,
Demonstrates well,
good attention, wide
good attention, wide
reach
reach
Expensive in total,
Expensive in total,
“clutter,” and less
“clutter,” and less
selective audience
selective audience
16.8
16.8
Selected audience,
Selected audience,
flexible, can
flexible, can
personalize
personalize
Relatively costly per
Relatively costly per
contact, “junk mail,”
contact, “junk mail,”
hard to retain attention
hard to retain attention
5.9
5.9
Flexible, timely, local
Flexible, timely, local
market
market
May be expensive,
May be expensive,
short life, no “pass
short life, no “pass
along”
along”
9.5
9.5
Weak attention, many
Weak attention, many
Wide reach, low cost
Wide reach, low cost different rates, short
different rates, short
segmented audience
segmented audience exposure
exposure
55. Sales Promotion Tactics
Consumer-directed
•
•
•
•
•
•
•
•
•
Samples—offer of a free amount of
a product or service.
Coupons—certificates entitling the
bearer to a stated saving on the
purchase of a specific product
Cash refund offers—provide a
price reduction after purchase
Price offs—offers to consumers of
saving off the regular price of a
product
Premiums—merchandise offered
at a relatively low cost or free as an
incentive to purchase a product
Prizes—offers of the chance to win
cash, trips, or merchandise as a
result of purchasing something
Patronage rewards—values in
cash or in other forms that are
proportional to patronage
Free trials—inviting prospective
purchases to try a product
Tie-in promotions—two or more
brands or companies team up on
coupons, refunds, and contests to
increase pulling power
Trade-directed
•
•
•
•
•
•
•
Price offs—straight discount off the
list price on each case purchased
during a stated time period
Allowances—amount offered in
return for the retailer’s agreeing to
feature the manufacturer’s products
in some way—advertising or special
product display
Free goods—offers of extra cases of
merchandise to intermediaries who
buy a certain quantity or who feature
a certain flavor or size
Sales contests—aims at inducing
the sales force or dealers to increase
their sales results over a stated
period, with money or prizes, etc.
Spiffs—sales performance Incentive
Trade shows—industry associations
organize annual trade shows and
conventions
Specialty advertising—useful, lowcost items bearing the company’s
name and address, etc.
18-55
Summary Overview
This exhibit compares the characteristics of several types of media. Note how their advantages and disadvantages vary.
Key Issues
Television provides a way to demonstrate products and is a good medium for getting attention. Television also offers wide reach. Disadvantages include expense, competition among lots of ads--“clutter”--and less-selective audiences
Direct mail is very flexible, can be personalized, and is very selective. Disadvantages include expense per contact, “junk mail” image, and difficulty retaining attention.
Newspapers offer flexibility, timely placement, and good local market coverage. Some disadvantages are expense (for some markets), short life, and no “pass along” readership.
Radio offers wide reach, low cost, and it appeals to highly segmented audiences. Disadvantages include weak attention, short exposure, and varying rates.
Summary Overview
This exhibit compares the characteristics of several types of media. Note how their advantages and disadvantages vary.
Key Issues
Yellow Pages reach local customers who are seeking purchase information. However, competitors are also listed there and differentiation is difficult.
Magazines are very targeted, provide good detail and excellent graphics, have high “pass-along” rates, and long shelf life. Disadvantages include inflexibility and long lead times.
Internet. Internet ads link to more detailed website information, some with “pay for results” offers to the advertiser, but it’s difficult to compare total costs with other types of media.
Outdoor advertising is flexible, inexpensive, and offers repeat exposures. However, exposure is very short and there is a lack of market segmentation.
Summary Overview
Sales promotion includes those activities other than advertising, publicity, and personal selling that are designed to stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion typically seeks an immediate response.
Key Issues
Sales promotions can be launched quickly and lead to immediate results. However, the sales promotion objectives and the particular situation should influence the decision about which type of promotion to use.
This exhibit shows three ways that a short-term sales promotion might affect sales.
First sales pattern: a firm issues coupons to help clear excess inventory. Some consumers might buy in advance “stockpile” to take advantage of the coupon, but unless they use more of the product, their next purchase will be delayed.
Second pattern: consumption increases during a limited-time promotion, but when the promotion ends, sales go back to normal.
Third pattern: free samples of a product pull in new customers who like the product and keep coming back. This pattern is the kind of long-term result that is the aim of effective sales promotion.
More companies are using a greater percentage of their promotion dollars on sales promotion. Sales promotion spending has grown in mature markets, where tough competition requires extra incentives to sell.
Discussion Question: Think about a freestanding coupon insert in a newspaper, or a direct-mail packet containing coupons. In what stage of the product life cycle (introduction, growth, maturity, or decline) are most of these products?