Here is the fresh new presentation on FOUR p's OF MARKETING..
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Here is the fresh new presentation on FOUR p's OF MARKETING..
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Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
This is the PowerPoint version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.) University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
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?.
ers to the use of words, symbols and pictures to represent the meaning
of the message, while decoding occurs when the sender interprets the message.
Feedback involves monitoring the response of the receiver(s), while noise is the
extraneous factor that can interfere with or distort the reception of the message
(Belch & Belch, 2012:138; Wells et al., 2006:97).
When OOH advertising media are used, as marketing communication media for a
campaign, a variety of platforms and formats in different environments, and at
specific locations, can be included to convey a commercial message from the
advertisers to a large mass audience, or a local geographically targeted audience.
OOH advertising media are typically a mass communication instrument that offers
24-hour exposure of the advertising message to a disparate number of people.
When advertisers or their advertising agencies create an advertising message for a
marketing communication campaign, they encode it into some form of symbolic
representation, using text, images, colours, sound and music (Yeshin, 2006:29).
OOH advertising media messages are usually constructed from four fundamental
elements: the logo, the image of the product, the visual elements, and the text (Van
Meurs & Aristoff, 2009:83).
The majority of the OOH advertising media messages are aimed at moving vehicular
or pedestrian traffic, which allows for only a few seconds to communicate the
advertising message. Such OOH media advertising messages should not simply be
an extension of thei
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)
Color pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Black and White pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
A complete look at the advertising profession and strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Includes Chapter 14 (Crises) summary from "The Public Relations Practitioner's Playbook."
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
Color pdf version. Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Color version. THE PowerPoint for Professor Litwin's Introduction to Advertising class at Rowan University. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color pdf version. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
3. 3
7
Political Advertising
What sets Political and Issue Advertising apart
from all other Type and Techniques?
1. Lie
2. Print
3. Radio
4. TV
5. Cost
6. Payment
8
Types of Markets
• A market is a particular type of buyer.
• Share of market is the percentage of a
product category’s total market that buys a
particular brand.
9
Ads for Four Types of Markets
• Which is which?
– Consumer
– Business-to-
Business
– Institutional
– Channel
• How are the four
ads different?
• How are they the
same?
9
5. 5
13
26 Advertising Mechanisms
or Techniques (more)
• Interactive
• Scent/Aroma Marketing
• Virtual
• Specialty
• Street Marketing
• Viral Marketing (Word of Mouth – WOMM)
• E-viral Marketing (Word of Mouse – E-WOMM)
• Promotainment
• House (Promo)
14
Marketing 101
Determine what people need (and
want) and give it to them.
15
Marketing
• The exchange of goods and
services from manufacturer to
consumer.
• Strategies that employ the various
elements of the marketing mix to
achieve marketing objectives.
6. 6
16
What Is Marketing?
Marketing is a process used to identify, create and
maintain satisfying relationships with customers that
result in value for both the customer and the marketer.
17
What Is Marketing?
Exchange is the core domain for marketing:
Two or more parties with something of
value to one another
A desire and ability to give up something of
value to the other party
A way for the parties to communicate with
one another
18
Marketing Mix
• A plan that identifies the most
effective combination of
promotional activities (IMC).
• The goal is to achieve synergy.
7. 7
19
Uncover the specific needs of a group of
people (market)
Satisfy those needs by developing
appropriate products and services
Offer products/ services at appropriate
prices at a convenient time and location
Let potential customers know of their
availability and how they meet needs
Marketing Principles
20
Litwin’s 9 P’s of Marketing = Synergy
AKA – The Marketing Mix
Product
Place (Positioning)
Price
Promotion (Sales)
Public Relations
Personal selling
Policy
Politics
Packaging
21
MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
8. 8
22
MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
23
Strategy vs. Tactic
Strategy = why
Tactic = what
24
Superior tactics cannot
overcome a flawed
(business) strategy.
9. 9
25
Q: IM vs. IMC
Integrated marketing links all marketing activities
together to achieve a single goal.
Integrated marketing communication ties your
communication messages together with a consistent look,
feel, tone, and message that support your integrated
marketing efforts.
26
The Promotional Mix
Promotion is the coordination of all seller-initiated
efforts to set up channels of information and
persuasion to sell goods and services or promote
an idea. Promotion is the communication function of
marketing.
27
The Promotional Mix
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling
10. 10
28
Core of Marketing is Simple:
Communicating the value of what you offer to
those who can benefit the most
How and where do you do that?
Use the fundamental principles as a model to
guide you
29
Implementing
Both strategic and tactical
Get attention with powerful Core Marketing
Message
Get interest once you have attention –
materials and website
Keep attention and interest by keeping
message in front consistently – Keep in touch
30
Implementing
When they respond, convert to commitment –
make the sale
Deliver what you promise if you want repeat
business and referrals
11. 11
31
Advertising Campaigns
Consist of multiple messages in a variety of media
that center on a single theme or idea
32
Marketing
Communications
Activities
Integrated
In Different
Media
Interrelated
Over a Time
Period
Coordinated
Centered on a
Theme or Ideas
An Advertising Campaign
33
Diffusion Process – AITEA/R
• Create AWARENESS
• Generate INTEREST
• Encourage TRIAL
• EVALUATION
• ADOPTION/Rejection