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The document provides an overview of advertising and media management. It discusses the history of advertising from newspapers in the 17th century to modern times. It then defines advertising and describes the process of developing an advertising campaign which includes defining objectives, establishing a budget, creating messages, selecting media, and evaluating efforts. Several models of the communication process are also mentioned.
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This document defines advertising and outlines its key characteristics and components. Advertising is a paid, non-personal form of mass communication used to promote ideas, goods, and services through various media like newspapers, magazines, television and radio. Developing an effective advertising program involves determining objectives, budgets, messages, media and measurement strategies. The overall goal is to transmit information to influence attitudes and behaviors among a target audience.
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This document discusses key elements for planning a successful advertising campaign. It identifies four key planning elements: 1) the product being advertised, 2) placement of the advertisement, 3) the target audience, and 4) persuasive techniques. It provides examples of conventions for different media like film posters. It also describes different target audiences like youth groups interested in fashion and leisure, and categories of consumers defined by their values and lifestyles.
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The document discusses the five M's of advertising:
1. Mission refers to the purpose of advertising such as sales promotion, developing brand loyalty, and introducing new products.
2. Money refers to the advertising budget and is a limiting factor in terms of effectiveness and media used.
3. Message is the text, pictures, slogans or signs that deliver information and motivate prospective buyers.
4. Media is the crucial decision of selecting the proper channel such as television, radio, internet or newspapers based on budget, products and target audience.
5. Measurement relates to evaluating the effectiveness of advertising and modifying or withdrawing ineffective ads.
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Advertising campaign planning
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3. Message is the text, pictures, slogans or signs that deliver information and motivate prospective buyers.
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Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising are to inform, persuade, or remind target audiences. When setting an advertising budget and strategy, factors like the product life cycle stage, market share, and brand differentiation must be considered. An effective advertising message is created by developing a message strategy and execution style. Advertising media is selected based on reaching the intended audience through criteria like reach, frequency, impact, and media timing. Major media types include television, newspapers, the internet, direct mail, magazines, and radio - each with their own advantages and limitations for delivering advertising messages.
Promotions
The document discusses promotion and integrated marketing communications. It defines promotion as how marketers communicate with existing and prospective customers. The key promotional tools are advertising, personal selling, sales promotion, public relations, and direct marketing. An effective communication strategy involves identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Promotion mix strategies can be push strategies that push products through channels or pull strategies that create consumer demand and pull products through channels. Factors like product type, buyer readiness, and product lifecycle influence the promotion mix design.
Chapter 9 Identifying Market Segments and Targets
- Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Developing an advertising program involves five steps: setting objectives, establishing a budget, choosing the message/creative strategy, deciding on media, and evaluating effects.
- Sales promotion consists of mostly short-term incentive tools designed to stimulate quicker or greater purchase of particular products.
- Events and experiences are a means for companies to become part of special moments in consumers' lives to broaden relationships, but must be properly managed.
- Public relations includes programs to promote or protect a company's image through publications, events, news, community affairs and more at a lower cost than advertising.
Communication
The document discusses communication and integrated marketing communication. It defines communication as influencing groups to accept a company's products through informing and persuading audiences. Marketing communication is one element of the marketing mix and uses tools like advertising, sales promotion, public relations and personal selling. The document then discusses these various communication elements in more detail, including advertising objectives, budgeting, strategy, media selection and evaluating effectiveness. It emphasizes developing clear, consistent messaging across integrated communication channels.
Principles Of Marketing Unit 5 promotion Decision (1).pdf
Promotion involves communicating with potential buyers to provide information and influence their purchasing decisions. It includes advertising, publicity, personal selling, and sales promotion. The goals of promotion are to provide information to customers, stimulate demand, differentiate products from competitors, and meet competition. A promotion mix combines various promotion techniques. It typically includes personal selling, advertising, publicity and sales promotion. An integrated marketing communication strategy ensures consistent branding across all communication channels.
IMC 1.pptx- Marketing integrated communication
Integrated Marketing Communication (IMC) refers to coordinating various marketing communication tools, channels, and messages to deliver a unified brand image and message. The goal of IMC is to present a cohesive brand identity that fosters stronger connections with consumers. Coca-Cola employs IMC through consistent branding, multichannel advertising, social media engagement, sponsorships, product placements, and personalized marketing to maintain its brand presence and engage consumers.
advertisement
This document provides an overview of advertising, including its objectives, importance, key participants, and definitions. It discusses how advertising aims to introduce new products, support sales, educate consumers, and more. Advertising is defined as a paid, non-personal form of communication from an identified sponsor. Key participants include advertisers, target audiences, advertising agencies, and creative production staff. The document also outlines 10 features of advertising like its persuasive and creative nature.
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Amm unit i
- 1. Unit I ADVERTISING AND MEDIA MANAGEMENT
- 2. History Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century , which included line or classified advertising.
- 3. Black-figured lekythos with the inscription: “buy me and you'll get a good bargain”, ca. 550 BC, Louvre
- 4. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan
- 5. History of INDIAN Advertising
- 6. History of INDIAN Advertising contd..
- 8. Advertising as a communication process
- 14. Marketing Mix
- 15. Promotional Mix
- 16. BRAND IGNORANCE AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE THE HIERARCHY OF COMMUNICATION EFFECTS
- 18. Shannon’s (1948) Model of the communication process.
- 22. A Ecological Model of the Communication Process
- 23. DAGMAR Defining Advertising Goals for Measured Advertising Results
- 24. Stages of DAGMAR AWARENESS COMPREHENSION ACTION CONVICTION