Advertising and publicity
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Advertising can be used by both commercial and non-profit organizations to raise awareness, change behavior, and potentially influence policymaking. While advertising is imperfect for achieving long-term goals, it can be effective if linked to a clear call to action that encourages a specific response from the target audience such as sending a donation or signing a petition. Some key principles for effective advertising include keeping the message simple, repetitive, and distinctive through a consistent visual identity and corporate brand.
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The document defines advertising, publicity, and propaganda. Advertising is a paid, non-personal communication through media by an identified sponsor to encourage people to buy products. Publicity is unpaid information about a company or products through personal or non-personal means where the source is not identified. Propaganda spreads ideas and messages where people are expected to accept conclusions without question, favoring a particular cause like political parties. All advertising is a form of publicity, but not all publicity is advertising.
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Chap09 Creative Strategy Implementation And Evaluation
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Similar to Advertising and publicity
Public relations
Public relations (PR) involves building good relations with a company's stakeholders through favorable publicity and maintaining a positive corporate image. The objectives of PR include promoting goodwill, informing employees, and countering negative publicity. PR manages a company's reputation through awareness, education, relationships, and branding using tools like publicity. PR improves credibility and reaches target audiences cost-effectively, but benefits are difficult to quantify and require skilled management. While marketing and advertising promote specific products and services, PR promotes the overall organization.
Marketing communications (1)
The document discusses various aspects of marketing communications including the communications process, different elements of the marketing communications mix like advertising, direct marketing, sales promotion, personal selling, and PR. It also discusses integrated marketing communications, factors influencing communication effectiveness, different communication models like AIDA and innovation adoption models. Key aspects of advertising like objectives, budgeting, message, media selection, and sales promotion are explained. The roles and advantages of public relations in marketing are also summarized.
Week 6 Additional Info
This document provides an overview of creativity and strategic planning in advertising. It defines creativity as generating novel approaches or solutions. Advertising creativity refers to generating unique ideas that communicate strategic messages effectively. Creative strategy determines what an ad will say, while tactics deal with how the message will be executed. Planning plays an important role by researching customers and driving the creative process. The creative process generally involves immersion, incubation, illumination, and verification of ideas. Unique selling propositions, brand images, inherent drama, and insights are approaches to developing major selling ideas in ads. Ads also use rational, emotional, and transformational appeals executed through different styles and formats. Clients evaluate ads based on consistency with objectives and effectiveness of communication.
Teaser Advertising - Why Do Brands Use Them & When Will They Be Successful?
This document discusses teaser advertising campaigns. It begins with an introduction to the concept of teaser ads and their purpose in breaking through media clutter to get attention. It then provides perspectives on whether teaser campaigns are effective from industry professionals. Examples of successful and unsuccessful teaser campaigns in India are presented. The document then analyzes execution styles and theoretical frameworks for effective teaser ads. It describes a practical exercise where students created and tested a teaser campaign. Results found the campaign was effective for 83% of respondents. The document concludes by noting the expanded role of teaser campaigns and considerations for their use.
Marketing Essentials: Advertising and Paid Media
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.
Promotion
The document discusses various aspects of promotion and advertising. It defines promotion as the communication methods used by marketers to disseminate information about products and brands. Promotional methods include advertising, personal selling, sales promotions, public relations, sponsorship, and direct marketing. The document also discusses the objectives of advertising as informing, persuading, or reminding target audiences. It covers factors involved in developing advertising campaigns, such as determining budgets, messages, and appropriate media channels.
Understanding Integrated Marketing Communication
The best brands are build with a strong and well planned Marketing Communications Program. Learn the Fundamentals Of Integrated Marketing !
Ambient Advertising - Manu Melwin Joy
Ambient advertising is about placing ads on unusual items or in unusual places you wouldn’t normally see an ad.
An ambient ad doesn’t have to be placed outside. Ambient advertising can be found anywhere and everywhere!
CAS Required: Advertising and Marketing Part 1
This document summarizes a presentation on advertising and marketing strategies. It discusses elements of successful advertising campaigns, including unique selling propositions and creating a sense of urgency. It also covers the three R's of retention, cost per impression, integrating promotional products with other media like websites and mobile. Additional topics include trade show marketing, the three levels of selling, strengths of promotional products, and maximizing your online presence through websites and social media. The presentation emphasizes creating value, differentiation, and becoming an expert in order to succeed in marketing.
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Creative advertisement
This document discusses creative advertising and its importance. It defines advertising as communication intended to persuade an audience to purchase or take action regarding products or services. Advertising is beneficial as it helps create awareness, build brands, and is good for the economy by employing many people. However, for advertising to be effective it must be relevant, original, and have impact. The document also discusses different advertising media and their advantages and disadvantages. It emphasizes that creative advertising is advertising that creates sales by breaking patterns and norms.
Advertising and marketing
This document provides guidance on criteria and concepts to address for an analysis of advertising and marketing. It discusses key concepts like the 4 Ps of marketing (product, price, place, promotion), promotional techniques, the impact of advertising on media content, brands, and the relationship between politics and marketing. It also provides basics to consider for the advertising topic, including definitions of advertising and marketing, how advertising works to be persuasive, and what makes advertising memorable. Finally, it outlines various overt and covert advertising mediums, marketing theory and practice, public relations, and brands as points for consideration in the analysis.
Mgt170
This document discusses managing advertising, sales promotion, public relations, and direct marketing. It provides details on developing an advertising program, including setting objectives, deciding the budget, and choosing messages. Advertising objectives can be informative, persuasive, reminder, or reinforcement. Budget considerations include product lifecycle, market share, competition, and substitutability. Effective messages are generated, evaluated, executed, and reviewed for social responsibility. Media selection depends on reach, frequency, impact, and cost. Sales promotion tools include consumer incentives, trade deals, and business promotions. Developing a promotion program requires determining objectives, tools, timing, budget, and evaluation.
Session 12 gm
This document discusses promotion decisions and global advertising strategies. It covers topics such as integrated marketing communications, global versus localized advertising, challenges with standardization versus adaptation, and pattern advertising. Cultural considerations for advertising such as images, language, and customs are examined. The roles of creative strategy, copywriting, and art direction are also overviewed.
Essence of advertising in promotion mix
My BBA (H) viva project on marketing.
Some slides contain animations, download to watch the whole presentation. Please share if you like it.
Feel free to give your feedback.
The promotion mix
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
Advertising
This document provides an overview of advertising, including:
1) It defines advertising as "a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take action, now or in the future."
2) It discusses different types of advertising media like magazines, newspapers, television, radio, outdoor advertising, and the internet.
3) It outlines different types of advertisements like institutional, advocacy, product, and promotional advertising.
4) It covers advertising techniques to persuade audiences like testimonials, bandwagon effect, emotional appeals, and using facts and statistics.
Managing Mass Communications, Five M’s of Marketing, Advertising
Advertising, Procter & Gamble’s Advertising History, 5 M’s of Marketing, Advertising Budget, Campaign, Advertising Time patterns, Effectiveness, Sales Promotion, Sponsor events, Marketing PR, Managing Mass Communications
Promotion Mix
A company communicates with customers through various tools in its promotion mix, including advertising, sales promotion, personal selling, and publicity. The factors that guide a marketer's selection of promotion tools are the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Advertising is a paid, non-personal form of promotion through media outlets. Personal selling involves one-on-one communication to make sales. Sales promotion relies on advertising, personal selling or publicity to provide temporary incentives. Publicity uses unpaid media coverage to build brand image. An effective promotion strategy creates a "hierarchy of effects" moving customers from attention, to interest, to desire, and finally to action.
Tourism marketing presentation(titto sunny)
This document provides an overview of tourism marketing and communication mix strategies. It discusses the key components of the communication mix including advertising, sales promotion, events and experiences, public relations, personal selling, and direct marketing. It describes the characteristics of each component and how they can be applied in the tourism and travel market. The document then focuses on public relations, outlining its meaning, significance, and various methods and techniques used. It concludes by discussing the role of various promotional units and their specific strategies for developing international tourism in India.
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Teaser Advertising - Why Do Brands Use Them & When Will They Be Successful?
Teaser Advertising - Why Do Brands Use Them & When Will They Be Successful?
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.ppt
Managing Mass Communications, Five M’s of Marketing, Advertising
Managing Mass Communications, Five M’s of Marketing, Advertising
More from Divyanshu Singh
Improvement of the ngo’s performance
1) The NGO Food Assistance Germany relocated its warehouse from Rheinbach to Berlin to improve disaster response logistics.
2) The Berlin warehouse location reduces total response time to 6 hours, is closer to an international airport and major shipping port, and requires less international border crossings when responding to disasters.
3) With the new location, the NGO can now plan and begin response operations within 24 hours of a disaster being reported compared to previously requiring over 25 hours of travel time.
Entomology
This study analyzed the composition and residency patterns of carrion fauna in forests of Central Europe. Seasonal differences were seen in carrion taxa composition, related to seasonality and decomposition rates. Residency of adult carrion insects was broken into periods, while larval residency was unbroken. Two patterns of breaks in adult presence were observed. Appearance times of most taxa strongly correlated with the onset of bloating, the key decomposition process influenced by ambient temperature. The results have implications for using carrion insect evidence to estimate post-mortem interval, determine carcass movement, and season of death.
process modelling
The document describes a process modeling project for a documentation center that archives news articles on environmental issues from national and regional newspapers in India. It includes block diagrams of the overall NGO activities and the news article documentation process. The documentation process involves selecting sources, selecting articles, approval, serialization, and archiving. The document identifies areas for improvement such as reducing hard copy use and storage, streamlining document handling, and reducing duplication. Recommendations include digitizing the catalog and archives, limiting hard copy storage, reducing administrative overhead, and establishing metrics to measure process success.
International economics
India has experienced significant economic growth since independence, transitioning from a primarily agricultural economy to one with a growing services and industrial sector. However, it still faces challenges such as widespread poverty, inadequate infrastructure, and high fiscal deficits. Key economic indicators show GDP growth around 8-9% annually in recent years, but inflation and external debt are still of concern. Major industries include textiles, food processing, chemicals, cement, steel, software and mining. The future outlook is positive if India can maintain high growth, but challenges include rising global competition, developing infrastructure, improving education and skills training, and reducing social issues like poverty and corruption.
Correlation analysis
This document discusses correlation analysis and how to perform it using SPSS software. Correlation analysis determines the relationship between two or more variables and the strength and direction of that relationship. It calculates a correlation coefficient between -1 and 1 to indicate the degree of association. The document explains how to calculate correlation by hand and how to use SPSS to select variables, choose a correlation coefficient type, run the analysis, and interpret the results, including identifying outliers. Correlation only indicates relationship, not causation.
Correlation analysis
Correlation analysis quantifies the relationship between two or more variables. It is used to determine how much one variable predicts another and whether their relationship is positive or negative. The Pearson correlation coefficient (r) measures the strength and direction of linear relationships between variables. SPSS software enables statistical analysis and calculation of correlation coefficients to interpret relationships in data.
Project hindusim
Hinduism is one of the oldest religions in the world, with its origins tracing back to 1500 BC in India. It has no single founder but is instead an amalgamation of diverse traditions and philosophies expressed in Hindu scriptures like the Vedas and the Upanishads. Core Hindu beliefs include samsara (cycle of rebirth), karma, dharma, and moksha. With around 900 million to 1 billion adherents worldwide, Hinduism is the third largest religion globally. It has had a significant influence on other faiths in India such as Buddhism, Sikhism, and Jainism.
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一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
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二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
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→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Advertising and publicity
- 1. Advertising and Publicity By: Divyanshu Singh Isabel and Janeth
- 2. Advertising • Press • Radio • TV • Posters • Catalogues • Exhibitions • Direct mail • Free gifts • etc…
- 3. Advertising • Commercial perspective – Set of techniques to sell commodities • Non-profit perspective – Raise awareness – Change people’s behaviour – (Sometimes) influence policy making Both: long-term change
- 4. Advertising In general imperfect of achieving long-term aims If linked to specific action by the target audience The hook for new supporters or advocates Call to action should be clear Short action words: Send, Save, Go, Fight, Get…
- 5. Advertising • Break the rules to stand out • Universal principles – Simplicity: one message or image – Repetition: within the ad and of the ad – Corporate Identity: distinguish visual characteristics
- 6. Advertising • Copy platform: Theme or story on which the advertisement is based • NGOs – comparing good luck with other’s misfortune • Accentuates the positive • Evoke a sense of solidarity and possibility of lasting change not just pity
- 7. Advantages and Disadvantages Advantages Disadvantages Reach target group massively Harder to be measured Create awareness (exposure) Unlikely to persuade target market by itself Multi-purpose One doesn’t fit all Create blind relationship Expensive Hook or tool to attract supporters Create opposite effect First impression of the organization High risk (hard to stop)
- 9. Thank You….!