This document discusses advertising and the advertising plan. It aims to gain an understanding of advertising's role in marketing communications and examine advertising theories and their relationship to consumer behavior. The advertising plan matches the right audience, message, and media to reach that audience. The document also discusses branding and the marketing mix, defining advertising goals, and the roles and functions of advertising including informing consumers, creating demand, and shaping consumer self-image. It examines major advertising media and types of advertising.
The project is on the various marketing appeals that marketers use in promotion of their products.
Various modes and means of advertising are also covered.
Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.
Integrated Marketing Communications To Build Brand Equity
Leroy J. Ebert
DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
The project is on the various marketing appeals that marketers use in promotion of their products.
Various modes and means of advertising are also covered.
Screening advertisements in newspaper and magazine and through radio and television programs and reporting of the differences in appeal of different media of advertising.
Integrated Marketing Communications To Build Brand Equity
Leroy J. Ebert
DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Marketing Communications is a specific genre without which marketing a product or a service would be impossible. In this ppt, we are giving out basic concepts that are used to bring about product awareness.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
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?.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Marketing Communications is a specific genre without which marketing a product or a service would be impossible. In this ppt, we are giving out basic concepts that are used to bring about product awareness.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
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?.
Integrated Marketing Communications (IMC) is an expansion of utilising both modern and traditional marketing strategies, to optimise the communication of a consistent message conveying the companies brand to stakeholders.
A marketing plan is a comprehensive document or blueprint that outlines a business advertising and marketing efforts for the coming year.
Visit now: https://goo.gl/y2apLQ
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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 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.
Key Takeaways:
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
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. 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
3. ADVERTISING 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
4. BRAND AND MARKETING MIX
What is a Brand?
It is a product whose producer has made
every effort to make it uniquely desirable to
potential buyers, consistently using every
element in its presentation to do so.
5. 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.
6. 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.
7. 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.
8. THE MARKETING MIX
Sales and distribution costs
The communications mix
- Advertising
- Direct marketing
- Promotions
- Exhibitions
- Etc.
9. 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
10. THE ADVERTISING PLAN
An Advertising Plan Matches the Right
Audience to the Right Message and Presents
It in the Right Medium to Reach That
Audience & Has Three Elements.
Targeting the Audience: Whom are you trying to reach?
Message Strategy: What do you say to them?
Media Strategy: When & where will you reach them?
11. DEFINING ADVERTISING GOALS FOR
MEASURED ADVERTISING RESULTS
The 6M approach
Merchandise: important benefits to sell
Markets: who to reach
Motives: why people buy or fail to buy
Media: how to reach
Measurements: how to evaluate (time and
change)
Messages: key ideas to convey to move
16. 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.
17. 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
18. 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
19. MAJOR ADVERTISING MEDIA
Magazine
Word of mouth
Television
Newspaper
Yellow Pages
Radio
Outdoors
Cinema
Internet
20. 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
21. TYPES OF ADVERTISING
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
22. 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