History of advertising, Advertising purpose, and functions, Economic, social and ethical aspects of advertising: Advertising and the marketing mix, advertising as a communication process, types of advertising: Major Institutions of Advertising Management.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Unit 2 Role of advertising and types of advertisingNISHA SHAH
role fo advertising in marketing mix
role of advertising in business
types of advertising
types of channel in advertising
classification of media or channel
advertising process steps
Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service.
The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are:
According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization."
According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".
Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
Unit 2 Role of advertising and types of advertisingNISHA SHAH
role fo advertising in marketing mix
role of advertising in business
types of advertising
types of channel in advertising
classification of media or channel
advertising process steps
Advertising is a form of marketing communication used to promote or sell something, usually a business's product or service.
The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are:
According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization."
According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".
Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
Promotion-Meaning and Significance and types, Advertising, personal selling, Public Relations & sales promotion, Factors affecting promotion mix decisions. Channels of Distribution –Definition and importance, Factors affecting channels, Types of marketing channels Factors affecting choice of distribution channel, Wholesaling and retailing; Types of Retailers
Marketing Social Definition, Marketing AMA Definition & Kotler Definition of Marketing Management. Plus Marketing demand states, Marketing Concepts, Company Orientation & Marketing Task.
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
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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
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’
These words or phrases which people use to search on Google are called Keywords.
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
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
Key Takeaways:
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.
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.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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
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/
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.
2. Meaning
"Advertising is any paid form of non-personal
presentation of ideas, goods and services by an identified
sponsor".
3. Features of Advertising
• Non-personal
• Persuasive
• Provide Information
• Paid For
• Identified Sponsors
4. PURPOSES OF
ADVERTISING
• To make an instantaneous sale.
• To enhance market share.
• To build primary demand for new product.
• To communicate a price deal.
• To build brand recognition.
• To communicate utility of products, services, ideas or business.
• To help salesmen in achieving sales targets.
• To enhance service reliability.
• To communicate innovative technology.,
• It offers solutions to buying problems.
• It helps to expand and explores new markets.
• It helps to establish a direct contact between manufacturers and consumers.
• It helps in cutting down the production and selling costs.
• It minimizes wastage of time and efforts.
• It provides ideas about style, morality and behavior.
7. FUNCTIONS OF ADVERTISING
• Provide Information
• Consumer Choice
• Enhances Brand Image
• Enhancing Demand
• Effective in the Market
• Profit Maximization
• Cost Effective
• Barring New Entrants
8. BENEFITS OF ADVERTISING
Benefits to Manufacturer
• Enhances sales volume.
• CompetitorsAnalysis.
• Enhancing the brand image.
• Advertising strategies.
• Demand for the product.
• Promotion of products and services.
• Gaining customer loyalty.
• Manage seasonal fluctuations.
• Selling tool for big businessmen.
• Stimulates business recovery in severe recessions.
• Increases interest among dealers in manufacturer's goods.
9. Benefits to Salesmen
• Easyfor thesalesmen tointroduce products, servicesand ideas.
• Reduces theeffortsofsalesmen.
• Customer relationship management.
• Drives theconsumer towards thesalesmen atthepoint of sale.
• Educatesthe sales-force.
• Enhancesself-confidence insalesmen.
• Motivatesthe sales-force.
• Enhancestheefficiency ofsales force.
• Salesforceinachievetheirsales target.
• Enhances the sales force efficiency.
12. Benefits to Distribution Channel (Wholesalers
and Retailers)
• Enhances the sales volume.
• Enhances the labor efficiency.
• Reduces the selling costs.
• Supplements the selling activities.
• Discourages bargaining with retailers.
• Ensures easy sales of the products.
• Enhances the turn-over of the stock.
• Ensures economical sellingby reducingselling overheads.
• Ensures good customer relationship.
13. Benefits to Customers
• Helps the customer to find the best products or services.
• Helps the customers to compare various products and services.
• Helps the customer in buying decision process.
• Ensures value for money.
• Enhances the knowledge of the consumers.
• Creates a positiveimage of good products.
• Reduces dissonance.
• Enhances living standards.
• Helps in eliminating the middlemen.
• Results in cheaper goods
15. Benefits to Society
• Leadstodevelopmentof society.
• Enhances employment.
• Leads tohealthy competition.
• Enhances standard of living.
• Providesinformationonsocial,economicaland health issues.
• Helpseducating people.
• Helpstoaddresssocialissuessuch as welfareof animals.
• Accepts and maintains thevalue structure of society.
• Imparts cultural ideas and valuable lessons of life-styles.
20. SOCIALASPECTS OF ADVERTISING
• Health Care
• Child Care
• Education
• Family Welfare
• Dowry Prevention
• Safety Problems
• Resource preservation
Example alcohol
22. Characteristics of Social Advertising
• Public relations advertising.
• Public attention towards the societies issues.
• Initiates public action towards the social problems.
• Sponsored by government, voluntary organizations etc.
• Non-controversial.
• Folk culture.
• Concern to rural people.
• Cultural values of society.
• Ensures consumer welfare.
23. ETHICAL ASPECTS OF ADVERTISING
• Truth
• Avoid Misrepresentation
• Avoid Illusion
• Avoid Misuse of Testimonials
• Substantiating Evidence
• Avoid Deception
• Avoid Psychoactive Ads
25. ADVERTISING AND THE MARKETING MIX
Promotion Mix
PersonalSelling,
Advertising
Promotion
Public Relation
Trade Fairs
Exhibitions etc
Place Mix
Channel of Distribution
Transportation
Warehousing
Inventory Levels etc.
26. ADVERTISING AND THE MARKETING MIX
Product Mix
Product Design,
Product Quality
Product Line
Product Range
Branding, Labeling
After Sale Warranties etc.
Guarantees
Package
Services
Price Mix
Pricing
Policies,
Pricing Strategies
Credit Terms
Delivery Terms
Margin
Resale Price Maintenance.
27. FACTORS INFLUENCING
MARKETING MIX
• Target Market
• Product Type
• Purchase Decision
• Product Life Cycle
• Advertising Budget
• Media Preference
• Competitors Strategies
32. SIGNIFICANCE OF COMMUNICATION IN
ADVERTISING
• Building and Maintaining Relationships
• Recognizing Market Needs
• Stimulating Innovation
• Increasing Transparency
• Facing and Overcoming Marketing Challenges
• Inspiring and Motivating Marketers
• Creating Brand Voice
• Creating Powerful Messages
33. CLASSIFICATION OF ADVERTISING
• Classification on the basis of Geographical Area
• Local Advertising
• Regional Advertising
• National Advertising
• InternationalAdvertising
• Classification on the basis of Audience
• ConsumerAdvertising
• Industrial Advertising
• Trade Advertising
• Professional Advertising
• Classification on the basis of Media
• Print Media Advertising
• Electronicor Broadcast Media Advertising
• Outdoor Media
• Other Media
• Classification on the basis of advertisingStages
• Pioneering stage advertising
• Competitive Stages advertising
• Retentive Stage Advertising
• Classification on the basis of Purpose
• Direct Action Advertising
• Indirect Action Advertising
• Direct-Response Advertising
• Primary Demand Creation Advertising
• Selective Advertising
• Classification on the basis of functions
• Social Advertising
• Politicaladvertising
• Product Advertising
• Service Advertising
• InstitutionalAdvertising
34. MAJOR INSTITUTIONS OF ADVERTISING
MANAGEMENT
• 1. Advertiser
• Target Audience
• Present Customers
• Competitor's Customers
• Potential User
• Non-User
• Controlling Institutions
• Government Authorities
• Competition
• Facilitating Institutions
• Mass Media
• Advertising Agencies
35. Functions of Advertising Agencies
• Clients Selection
• Media Selection
• Advertising Planning
• Creative Function
• Research Function
• Purpose of Research:
• Client Approval and Evaluation
36. Types of Advertising Agencies
• Full Service Agencies
• Interactive Agencies
• Creative Boutiques
• Media Buying Agencies
• In-House Agencies
37. Career options in Advertising
• Account Executive
• Copy Writer
• Visualizers
• Creative Department
• Production Department
• Art Department