Ch17 what are the guidelines for effective brand-building events and experiences
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This document discusses how companies can leverage events and experiences to strengthen their brands and corporate image. It outlines how sponsoring the right events while designing engaging programs can help reinforce a brand's image, evoke feelings, and entertain key clients. It also notes that companies should measure the impact of their sponsorship activities using supply-side and demand-side methods to evaluate return on investment.
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What are the guidelines for effective brand building events
The document outlines guidelines for effective brand-building through events and experiences. It discusses using events to become part of meaningful consumer moments, sponsorship enabling brand exposure and influence over attitudes, and objectives like increasing salience, enhancing image, and entertaining clients. Key decisions include choosing events that meet objectives and target the right audience with sufficient awareness and image, designing sponsorship programs that publicize fundraising, and measuring supply-side media coverage or demand-side consumer effects.
What are the guidelines for effective brand building events and experiences
Sponsoring events allows companies to increase brand exposure and influence consumer attitudes. Event sponsorship objectives include identifying with target markets, increasing brand awareness, reinforcing brand image associations, enhancing corporate image, entertaining clients, and expressing community commitment. Major sponsorship decisions include choosing events aligned with brand marketing objectives, designing sponsorship programs, and measuring activities through supply and demand side methods. The goal is to create experiences demonstrating how a brand can enrich customers' lives rather than directly selling products.
What are Guidelines for effective brand building events and experiences?
Firms create events and experiences to engage consumers and media and support their brands. Properly managed events can deepen relationships with target markets. Effective event sponsorship requires aligning the event with marketing objectives and strategy. Marketers report objectives like increasing brand awareness and positive associations. Choosing the right event is important, as is designing an accompanying marketing program that is at least twice the sponsorship expenditure. Measuring methods include supply-side metrics like media coverage and demand-side metrics that assess consumer brand knowledge and exposure effects. Experiences can demonstrate how brands enrich lives while company visits can strengthen images.
What are the guidelines for effective brand building events and experiences?
The document discusses guidelines for effective brand-building through events and experiences. It notes that events and experiences provide a more engaging way for consumers to interact with brands through indirect marketing. Sponsoring events allows companies to gain wider exposure for their brands and influence consumer attitudes. When choosing events to sponsor, companies should select events that meet their marketing objectives and target the appropriate audience. Designing an effective sponsorship program and measuring the impact of sponsorship activities are also important considerations for major sponsorship decisions.
Chap 18 kotler report
This document discusses four mass communication tools for marketing: advertising, sales promotion, events and experiences, and public relations. It provides details on each tool, including objectives, tactics, examples, and steps for developing campaigns. Advertising involves paid, nonpersonal promotion through media like TV, newspapers and the internet. Sales promotion uses short-term incentives to stimulate purchases. Events and experiences aim to create personally relevant brand interactions. Public relations encompasses programs to manage brand image through tactics such as press releases, sponsorships and community involvement.
17-3 (what are the guidelines for effective brand- building events and experi...
1. Sponsoring events enables brands to obtain wider exposure and influence consumer attitudes. Brands associate with popular sports like cricket to gain visibility among young people and fans.
2. Marketers sponsor events to identify with target markets, increase brand awareness through sustained exposure, and create or reinforce positive brand perceptions by associating with popular events.
3. When choosing events to sponsor, brands must ensure the event meets marketing objectives, attracts the target audience, and is capable of creating the desired effects on consumers' perceptions of the sponsoring brand.
How can companies exploit the potential of public relations?
Public relations and publicity are directed programs to promote or protect a company's image through credible means such as telling a company's story. A company can exploit the potential of public relations through a public relations department that performs functions like press relations to develop good media relationships, product publicity to publicize specific products, corporate communications to create favorable views among stakeholders, lobbying to influence policy, and counseling management to avoid negative publicity. For example, Apple used Steve Jobs' keynote speeches at Macworld to help create an innovative image.
17-2 (how should sales promotion decisions be made)
This document outlines steps for making effective sales promotion decisions:
1. Establish objectives like encouraging trial, building brand loyalty, or offsetting competitors.
2. Select appropriate promotion tools for consumers like samples, coupons, or premiums and for trade like discounts or extra inventory.
3. Choose business and sales force promotion tools such as trade shows, sales contests, or branded specialty items.
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What are the guidelines for effective brand building events
The document outlines guidelines for effective brand-building through events and experiences. It discusses using events to become part of meaningful consumer moments, sponsorship enabling brand exposure and influence over attitudes, and objectives like increasing salience, enhancing image, and entertaining clients. Key decisions include choosing events that meet objectives and target the right audience with sufficient awareness and image, designing sponsorship programs that publicize fundraising, and measuring supply-side media coverage or demand-side consumer effects.
What are the guidelines for effective brand building events and experiences
Sponsoring events allows companies to increase brand exposure and influence consumer attitudes. Event sponsorship objectives include identifying with target markets, increasing brand awareness, reinforcing brand image associations, enhancing corporate image, entertaining clients, and expressing community commitment. Major sponsorship decisions include choosing events aligned with brand marketing objectives, designing sponsorship programs, and measuring activities through supply and demand side methods. The goal is to create experiences demonstrating how a brand can enrich customers' lives rather than directly selling products.
What are Guidelines for effective brand building events and experiences?
Firms create events and experiences to engage consumers and media and support their brands. Properly managed events can deepen relationships with target markets. Effective event sponsorship requires aligning the event with marketing objectives and strategy. Marketers report objectives like increasing brand awareness and positive associations. Choosing the right event is important, as is designing an accompanying marketing program that is at least twice the sponsorship expenditure. Measuring methods include supply-side metrics like media coverage and demand-side metrics that assess consumer brand knowledge and exposure effects. Experiences can demonstrate how brands enrich lives while company visits can strengthen images.
What are the guidelines for effective brand building events and experiences?
The document discusses guidelines for effective brand-building through events and experiences. It notes that events and experiences provide a more engaging way for consumers to interact with brands through indirect marketing. Sponsoring events allows companies to gain wider exposure for their brands and influence consumer attitudes. When choosing events to sponsor, companies should select events that meet their marketing objectives and target the appropriate audience. Designing an effective sponsorship program and measuring the impact of sponsorship activities are also important considerations for major sponsorship decisions.
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This document discusses four mass communication tools for marketing: advertising, sales promotion, events and experiences, and public relations. It provides details on each tool, including objectives, tactics, examples, and steps for developing campaigns. Advertising involves paid, nonpersonal promotion through media like TV, newspapers and the internet. Sales promotion uses short-term incentives to stimulate purchases. Events and experiences aim to create personally relevant brand interactions. Public relations encompasses programs to manage brand image through tactics such as press releases, sponsorships and community involvement.
17-3 (what are the guidelines for effective brand- building events and experi...
1. Sponsoring events enables brands to obtain wider exposure and influence consumer attitudes. Brands associate with popular sports like cricket to gain visibility among young people and fans.
2. Marketers sponsor events to identify with target markets, increase brand awareness through sustained exposure, and create or reinforce positive brand perceptions by associating with popular events.
3. When choosing events to sponsor, brands must ensure the event meets marketing objectives, attracts the target audience, and is capable of creating the desired effects on consumers' perceptions of the sponsoring brand.
How can companies exploit the potential of public relations?
Public relations and publicity are directed programs to promote or protect a company's image through credible means such as telling a company's story. A company can exploit the potential of public relations through a public relations department that performs functions like press relations to develop good media relationships, product publicity to publicize specific products, corporate communications to create favorable views among stakeholders, lobbying to influence policy, and counseling management to avoid negative publicity. For example, Apple used Steve Jobs' keynote speeches at Macworld to help create an innovative image.
17-2 (how should sales promotion decisions be made)
This document outlines steps for making effective sales promotion decisions:
1. Establish objectives like encouraging trial, building brand loyalty, or offsetting competitors.
2. Select appropriate promotion tools for consumers like samples, coupons, or premiums and for trade like discounts or extra inventory.
3. Choose business and sales force promotion tools such as trade shows, sales contests, or branded specialty items.
How can companies exploit the potential of public relations and publicity?
This document discusses marketing public relations (MPR) and its functions. MPR is a type of public relations that promotes a company's products and image. It aims to build awareness, credibility, and sales through media placements and stories. Some key MPR functions are launching new products, repositioning mature products, and defending products facing public problems. Management must establish objectives for MPR, choose appropriate messages and channels, and carefully implement the plan while evaluating results.
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This document discusses the process for making sales promotion decisions. It outlines 6 steps: 1) establishing objectives, 2) selecting consumer promotion tools, 3) selecting trade promotion tools, 4) selecting business and sales force promotion tools, 5) developing the promotion program, and 6) implementing and evaluating the program. Some example consumer promotion tools discussed are samples, coupons, rebates, premiums, and point-of-purchase displays. Trade promotion tools include price discounts, advertising allowances, and free goods. The document also discusses tools for promoting to businesses and sales forces such as trade shows, sales contests, and specialty advertising.
Steps required in developing an advertising program
The document discusses the 5 Ms framework for developing and managing an effective marketing communication strategy:
1) Identify the target market and buyer motives. 2) Develop the mission, budget, and objectives. 3) Create the message and evaluate different creative executions. 4) Choose appropriate media channels based on reach, frequency and impact. 5) Measure the effectiveness of the communication through sales data and copy testing.
17-4 (how can companies exploit the potential of public relations and publicity)
Companies can exploit the potential of public relations and publicity through various programs that promote their image and products. These programs include press relations to share positive news, product publicity to advertise specific items, corporate communications to promote understanding internally and externally, lobbying to influence legislation, and counseling to defend against public problems or build a favorable corporate image.
What are the steps required in developing an advertising program
The key steps required in developing an advertising program are:
1. Setting objectives such as being informative, persuasive, acting as a reminder or reinforcement.
2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition.
3. Creating the advertising message and selecting the appropriate media like television, print, or film.
4. Evaluating the advertising effectiveness through metrics like reach, frequency, and impact or by examining communication effects and sales effects.
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This chapter discusses 4 mass-communication tools for developing marketing programs: advertising, sales promotions, events and experiences, and public relations and publicity. For each tool, the chapter addresses objectives, major decisions involved, and provides examples. Advertising involves 5 major decisions (5Ms), sales promotions use CTS (consumer, trade, sales force), events and experiences consider choosing events and designing sponsorship programs, and public relations and publicity employ PPCLC (press, product, corporate, lobbying, counselling).
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Publicity is a non-paid form of mass communication that involves commercially significant news about a company or its products being placed in media outlets by journalists, reporters or columnists rather than being paid for directly by the company. It provides high credibility for information since it is perceived as unbiased third-party reporting rather than a paid advertisement. While publicity has significant advantages in terms of cost-effectiveness and credibility, it also carries the risk of negative publicity damaging a brand's reputation if not properly managed.
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This document discusses the process for making sales promotion decisions. It outlines 6 steps: 1) establishing objectives, 2) selecting consumer promotion tools, 3) selecting trade promotion tools, 4) selecting business and sales force promotion tools, 5) developing the promotion program, and 6) implementing and evaluating the program. Some example consumer promotion tools discussed are samples, coupons, rebates, premiums, and point-of-purchase displays. Trade promotion tools include price discounts, advertising allowances, and free goods. The document also discusses tools for promoting to businesses and sales forces such as trade shows, sales contests, and specialty advertising.
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2) Different types of promotions like trade promotions, employee sales promotions, and social media trends.
3) Legal restrictions on celebrity endorsements and advantages/disadvantages of using celebrities.
4) How awards, advertising effectiveness, schedules, and primetime slots influence promotional success.
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The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
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The Future of ''Digital marketing'' .pptx
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
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Pillar-Based Marketing Master Class - Ryan Brock
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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastHow to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Amazing and On Point - Ramon Ray, USA TODAY
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Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
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Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessGrowth Marketing in 2024 - Randy Rayess, Outgrow
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameLily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
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Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
No Cookies, No Problem - Steve Krull, Be Found Online
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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Influencer Marketing Master Class - Alexis Andreasik
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Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.Mastering Your Online Visibility - Fernando Angulo
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Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.Recently uploaded (20)
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
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Boost Your Instagram Views Instantly Proven Free Strategies.
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Practical Progress from a Theory by Steven Kingpdf
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Ch17 what are the guidelines for effective brand-building events and experiences
- 12. Major Sponsorship Decisions Choosing Events Designing Sponsorship Programs Measuring Sponsorship Activities Creating Experiences
- 16. Created by Vignaesh Muthukumaar, IIT Kanpur, during an internship with Prof. Sameer Mathur, IIM Lucknow, www.iiminternship.com