This document provides an outline for an advertising theory and practice course. It includes the course code, instructor details, description and rationale. It outlines the aims, learning outcomes, grading format, teaching schedule, required textbooks and materials. It also summarizes key topics that will be covered in the course, including the role of advertising, integrated communications, types of advertising, key players, and functions and effectiveness of advertising.
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?.
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?.
This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
This slide consists of Advertising: Advertising, objectives, task and process, market segmentation and target audience — Message and copy development
This slide is mainly useful for BBA student of Madras University 5th-semester students
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
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People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
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Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Advertising
Today’s Lesson
Course Outline
Course Description and introductory
questions
Advertisements
Advertising in Context
Brand and Marketing Mix
Role of advertising
Integrated communications
Summary and Discussion
3. Course Outline
Module Code: MAR34-2
Module Name:Advertising: Theory and
Practice
Level and Section:2
Email:Adamsmith008@yahoo.ca
Instructor’s Name: Bill Land
Office Location: CAU
Appointment Procedures: Please email 1
day in advance. Office hours will be
announced later.
4. Course Outline
Description and Rationale
Although advertising is an accepted part of every
day life, there is still great debate as to how
advertising works and the role it can and should
perform within the marketing communication mix.
This module enables the applicants to review this
debate and apply the theories to the advertising
in our media today. They will learn how to put
together an advertising plan and will examine the
ingredients of an effective advertisement and
ways in which this effectiveness can be measured.
5. Aims and Objectives
To gain an understanding of the role of advertising within
the Marketing Communications Mix
To examine communication and advertising theories and
their relationship with consumer behavior
To develop knowledge of advertising strategy and planning
To examine the importance and uses of creativity in
advertising
To gain an understanding of various production techniques
To appreciate the complexities of evaluation
6. Learning Outcomes
The applicants will be able to:
Identify the role of advertising within the Marketing
Communications Mix
Analyze advertisements in terms of creativity and execution
Create advertising objectives and put together a plan to
meet these objectives
Examine marketing data, using appropriate techniques, and
use the information to establish and solve marketing
communication problems
Understand the techniques and procedures involved with
advertisement production
Put together testing procedures for the evaluation of
advertisements
7. Grading Format in Details
Class attendance 10%
Presentation and assignment 30%
Mid-term exam 20%
Final exam 40%
9. Required and Optional
Textbooks other Course
Materials or Resources Related
Essential Reading:
White, R, Advertising, Fourth
Edition, London
Recommended Reading:
To be given at a later date
Journals:
国际广告 国际广告杂志社
(international advertising –
Chinese journal)
Asia Pacific Business Review
Columbia Journal of World
Business
European Business Journal
Harvard Business Review
International Business Review
International Journal of
Organisational Behaviour
International Small Business
Journal
Journal of Asia Pacific
Business
Journal of Business
Journal of Business Research
Journal of International
Business Studies
Journal of International
Management
Journal of World Business
Journal of World Trade
Journal of East West Business
Thunderbird International
Business Review
10. Course Description
Although advertising is an accepted part
of every day life, there is still great debate
as to how advertising works and the role it
can and should perform within the
marketing communication mix. This
module enables the applicants to review
this debate and apply the theories to the
advertising in our media today. They will
learn how to put together an advertising
plan and will examine the ingredients of
an effective advertisement and ways in
which this effectiveness can be measured
11. Advertisements
Advertisements are not just
advertising.
Def’n: a) To describe the process of
using advertisements to sell things
B) to refer to the industry that
produces the ads.
12. Advertisements
‘above – the-line’ – advertising in
the media
‘Below – the – line’ – point of sale
messages
14. Advertising
Anything that calls attention to a
product or service
Examples: - TV commercial
- Newspaper/magazine ad
- Poster
- Clothing
- Cigarette lighter, ….
15. Advertising in Context
Who engages in advertising?
Businesses, governments, and
individuals.
16. Advertising in context
Media advertising is becoming less,
rather than more, important in the
overall scheme of marketing
communications.
Chapter 13 will show us that this is
not necessarily for good reasons but
it is a fact.
17. Advertising in context
Fast-moving consumer goods (fmcg)
- Key factor
- - weekly feedback
- Short term results from sales
promotion
- Budgets shift to below-the-line
- Ie: various types of price cutting
18. Advertising in context
This can actually lead to an increase
in the price elasticity of brands
- therefore self-defeating
In long run – consistent media
advertising can build the strength of
a brand.
19. Brand and Marketing mix
What is a Brand?
It is a product whose producer has
made every effert to make it
uniquely desirable to potential
buyers, consistently using every
element in its presentation to do so.
20. Brand and Marketing mix
Why do companies do this?
If done well, it makes the brand
difficult to compete against. It
develops an aura making it appear
better than its competition.
21. Brand and Marketing mix
A brand is created by all the
elements of the marketing mix
working together.
Creates a positive prejudice in
people’s minds.
22. Brand and Marketing mix
Def’n – Marketing Mix: a range of
tools and techniques that allows
businesses to provide customers with
what they want. It acts as a conduit
for consumer demand to reach
businesses. Thusly, turning this
demand into profitable sales.
23. Brand and Marketing mix
These tools include:
- Product formulation and variation
- Packaging
- Sales literature
- The sales force
- Pricing
- Sales promotion
- Direct mail
- Advertising
- Market research
- Branding
24. Brand and Marketing mix
Components of the marketing mix
1) Net sales value
2) Costs and contribution
3) The marketing mix
25. Net sales value
Gross margin
Cost of goods
- Materials
- Packaging
- Manufacturing
26. Costs and contribution
Operating contribution
Selling costs (the marketing mix)
- Sales
- Distribution
- Communications
- Research
27. The marketing mix
Sales and distribution costs
The communications mix
- Advertising
- PR
- Direct marketing
- Promotions
- Exhibitions
- Etc.
28. Role of Advertising
Simply put: Advertising exists to
help to sell things.
It is mainly about brands
It is mainly designed to create and
strengthen consumer impressions of
the brand
Exception is public service
advertising
30. Role of advertising
Marketing
Communication
Economic
Societal
The process a
business uses to
satisfy consumer
needs by
providing goods
and services
• Product category
• Target market
• Marketing mix
• Brand
31. Role of advertising
Marketing
Communication
Economic
Societal
Can reach a mass
audience
Introduces
products
Explains
important
changes
Reminds and
reinforces
Persuades
32. Role of advertising
Marketing
Communication
Economic
Societal
Moves from
being
informational to
creating demand
Advertising is an
objective means
for providing
price-value
information,
thereby creating
a more rational
economy
33. Role of advertising
Marketing
Communication
Economic
Societal
Informs consumers
about innovations
and issues
Mirrors fashion and
design trends
Teaches consumers
about new products
Helps shape
consumer self-
image
Perpetuates self-
expression
34. Integrated Communications
Advertising is part of total continuum
of communications about the brand.
It may have a leading role and carry
the greatest budget: but it can be
merely cast in a supporting role for a
campaign of activity centered around
an event.
35. The importance of advertising
Involves a huge amount of money
Work is done by relatively few people
Major expense is for media
time/space
Companies spend only a small
percentage of sales on advertising
36. Types of advertising
Product advertising—Tries to sell a specific
product to final users or channel members
• Pioneering advertising builds primary demand
• Competitive advertising builds selective
demand
Corporate/institutional advertising—Tries
to promote an organisation's image,
reputation or ideas—rather than a specific
product
37. Major advertising media
Magazine
Television
Newspaper
Yellow Pages
Radio
Outdoors
Cinema
Internet
38. The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand
experiences
39. The Key Players
Advertiser
(client)
Agency
Media
Supplier
Audience
Uses advertising to
send out a message
about its products
Initiates the
advertising effort by
identifying a
marketing problem
Approves audience,
plan and budget
Hires the advertising
agency
40. The Key Players
Advertiser
(client)
Agency
Media
Supplier
Audience
Has strategic and
creative expertise,
media knowledge,
workforce talent,
and negotiating
abilities
• Advertising
department
• In-house agency
41. The Key Players
Advertiser
(client)
Agency
Media
Supplier
Audience
The channels of
communication that
carry the message to
the audience
Are also companies or
huge conglomerates
Mass media
advertising can be
cost effective because
the costs are spread
over the large number
of people the ad
reaches
42. The Key Players
Advertiser
(client)
Agency
Media
Supplier
Audience
Assist advertisers,
agencies, and the
media in creating
and placing the ads
Vendor services
are often cheaper
than those in-
house
43. The Key Players
Advertiser
(client)
Agency
Media
Supplier
Audience
The desired audience
for the advertising
message
Data-gathering
technology improves
accuracy of
information about
customers
Advertisers must
recognize the various
target audiences they
are talking to and
know as much about
them as possible
44. Types of Advertising
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
45. What Makes an Ad Effective?
1. If it creates an impression for a
product or brand
2. If it influences people to respond in
some way
3. If it separates the product or brand
from the competition in the mind of
the consumer
46. Conclusion
Advertising agencies: how they work,
how they are organized, and how to
choose and use one.
Advertising strategy: how to think
about what the ads are trying to do,
and understanding the people they
are aimed at.
How good advertisements can be
created.
47. conclusion
Media: what is available, and how it is
bought, sold and planned.
Putting a campaign plan together.
Judging advertisements and evaluating
campaigns.
The law, regulation and self-regulation
Advertising internationally and globally
If we have time – The relationship
between advertising and the economy and
society
48. Summary and Conclusion
Advertising is a core part of many
companies’ marketing mix: the activities
that link a brand to its market and its
consumers or customers
Traditionally, media advertising has taken
the lion’s share of marketing
communications budgets, at least for most
consumer goods companies, since it is a
cost-effective means of reaching large
numbers of people.
49. Summary and Conclusion
As media and markets have fragmented,
however, other forms of communication
are gaining importance, and advertising is
increasingly seen as just part of an
integrated communications programme
As such, advertising works together, and
integrates with, a variety of other forms of
communication.
50. Questions for discussion
Is advertising becoming more or less
important to companies? Why should
this be so?
How might the marketing mix differ
for a brand of frozen food, a charity
and a bank?