Advertising has several effects on market share and consumers. It can change negative attitudes to positive ones and influence brand rankings. There are two major types of advertising - institutional advertising that enhances brand image and product advertising that promotes specific goods. Developing an advertising campaign involves setting objectives, making creative decisions around messaging and appeals, and evaluating effectiveness. Key creative decisions include identifying clear benefits rather than just attributes. Media selection considers factors like costs, audiences, and capabilities of different channels like newspapers, magazines, television, radio, and online.
Chapter 16 advertising, sales promotion & public relationsMohammed Manamba
This document provides an overview of advertising, including its definition, major decisions involved in developing an advertising program, and considerations for evaluating advertising effectiveness. It discusses setting objectives, budgets, and strategies for advertising campaigns. Key elements of developing advertising messages and selecting media are outlined, including reaching target audiences and balancing costs. The roles of advertising agencies and adapting international strategies are also mentioned.
Advertising, sales promotion & public relation (principles of marketing)Denni Domingo
This document discusses advertising and public relations. It covers key topics such as defining advertising and its major decisions, including setting objectives, budgets, messages, and evaluating campaigns. Advertising appeals and strategies for selecting media are also examined. Public relations is defined and its major tools discussed, such as special events, news, speeches, and written materials. Companies address advertising and public relations either through internal departments or external agencies.
322 advertising, sales promotion, & public relationsVikas Dogra
This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
Chapter 18 - Managing Mass Communications and Personal CommunicationsDr. Ankit Kesharwani
This document discusses advertising, including what it is, common platforms used, objectives in developing advertising programs, and how to measure effectiveness. It defines advertising and lists common platforms like print, broadcast, packaging, and digital media. It outlines steps in developing programs like setting objectives, determining budgets, creating strategies, selecting appropriate media, and measuring performance. Key aspects covered include developing appeals and execution methods, as well as pre-testing and post-testing ads.
The document outlines 10 concepts for managing mass communication and advertising campaigns. These include using the 5Ms framework to develop advertising programs, setting goals to connect with customers and differentiate brands, considering SCAMP factors to determine budgets, and developing campaigns through message generation, creative development and social responsibility review. It also discusses choosing appropriate media types, evaluating effectiveness through shares of voice and market, utilizing sales promotion tools, managing events, and supporting public relations to increase awareness and sales.
This document discusses key learning concepts related to managing mass communications. It covers topics like the 5 M's of advertising which are mission, money, message, media and measurement. It also discusses the 4 mass communication tools - sales promotion, public relations, events and experiences, and advertising. Other concepts covered include big ideas in advertising, alternative advertising options like product placement, experiential marketing, characteristics of sales promotion, and public relations. Multiple choice questions are included at the end to test understanding of these concepts.
The document discusses integrated marketing communications and brand equity building. It covers the information processing model of communications, which involves six steps consumers go through when exposed to a message: exposure, attention, comprehension, yielding a favorable response, forming intentions to act, and taking behavioral action. The document also outlines various promotion mix elements like advertising, public relations, direct marketing, and digital media. It stresses the importance of using an integrated approach across media to effectively reach the target audience.
Chapter 16 advertising, sales promotion & public relationsMohammed Manamba
This document provides an overview of advertising, including its definition, major decisions involved in developing an advertising program, and considerations for evaluating advertising effectiveness. It discusses setting objectives, budgets, and strategies for advertising campaigns. Key elements of developing advertising messages and selecting media are outlined, including reaching target audiences and balancing costs. The roles of advertising agencies and adapting international strategies are also mentioned.
Advertising, sales promotion & public relation (principles of marketing)Denni Domingo
This document discusses advertising and public relations. It covers key topics such as defining advertising and its major decisions, including setting objectives, budgets, messages, and evaluating campaigns. Advertising appeals and strategies for selecting media are also examined. Public relations is defined and its major tools discussed, such as special events, news, speeches, and written materials. Companies address advertising and public relations either through internal departments or external agencies.
322 advertising, sales promotion, & public relationsVikas Dogra
This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
Chapter 18 - Managing Mass Communications and Personal CommunicationsDr. Ankit Kesharwani
This document discusses advertising, including what it is, common platforms used, objectives in developing advertising programs, and how to measure effectiveness. It defines advertising and lists common platforms like print, broadcast, packaging, and digital media. It outlines steps in developing programs like setting objectives, determining budgets, creating strategies, selecting appropriate media, and measuring performance. Key aspects covered include developing appeals and execution methods, as well as pre-testing and post-testing ads.
The document outlines 10 concepts for managing mass communication and advertising campaigns. These include using the 5Ms framework to develop advertising programs, setting goals to connect with customers and differentiate brands, considering SCAMP factors to determine budgets, and developing campaigns through message generation, creative development and social responsibility review. It also discusses choosing appropriate media types, evaluating effectiveness through shares of voice and market, utilizing sales promotion tools, managing events, and supporting public relations to increase awareness and sales.
This document discusses key learning concepts related to managing mass communications. It covers topics like the 5 M's of advertising which are mission, money, message, media and measurement. It also discusses the 4 mass communication tools - sales promotion, public relations, events and experiences, and advertising. Other concepts covered include big ideas in advertising, alternative advertising options like product placement, experiential marketing, characteristics of sales promotion, and public relations. Multiple choice questions are included at the end to test understanding of these concepts.
The document discusses integrated marketing communications and brand equity building. It covers the information processing model of communications, which involves six steps consumers go through when exposed to a message: exposure, attention, comprehension, yielding a favorable response, forming intentions to act, and taking behavioral action. The document also outlines various promotion mix elements like advertising, public relations, direct marketing, and digital media. It stresses the importance of using an integrated approach across media to effectively reach the target audience.
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It emphasizes the importance of integrating these different communication channels to deliver a clear and consistent message. It also covers topics like developing effective communication strategies, setting advertising objectives and budgets, and selecting appropriate advertising media and timing.
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, and competitive parity method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. An exercise asks groups to allocate advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
The document outlines the objectives of examining advertising, public relations, and their related plans. It discusses the key elements of developing an advertising plan, including setting objectives, assigning responsibility, establishing budgets, developing themes, selecting media, creating advertisements, timing, cooperative efforts, and evaluation. It also reviews the key elements of developing a public relations plan, including setting objectives, assigning responsibility, outlining types, selecting media, creating messages, timing, and evaluating success.
The document discusses communication and promotion strategies for marketing products. It outlines 6 steps for developing effective communication: 1) identifying the target audience, 2) determining communication objectives, 3) designing the message, 4) selecting communication channels, 5) selecting message sources, and 6) measuring results. It also describes 5 tools in a promotion mix: advertising, sales promotion, public relations, personal selling, and direct marketing. Major decisions for advertising include setting objectives and budget, designing messages, choosing media, and evaluating the campaign.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
Marketing communications play a role in informing, persuading and reminding consumers about a company's products and brands. They allow companies to associate their brands with other people, places, experiences and things. There are six major modes of communications: advertising, sales promotion, public relations, direct marketing, personal selling and events/experiences. Developing effective communications involves identifying the target audience, setting objectives, designing the message, selecting channels, establishing a budget, deciding on the media mix and managing an integrated marketing communications program.
This document discusses advertising management and the roles of advertising agencies. It covers selecting an internal or external agency, developing an advertising campaign strategy, and completing a creative brief. The key roles of an advertising agency include client service, creative design, media planning, and support departments. Developing an effective advertising campaign is a process that includes communication analysis, defining objectives, managing the budget, selecting appropriate media, and creating a creative brief.
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
This document discusses integrated marketing communications and how to build brand equity. It outlines various marketing communication tools including advertising, public relations, direct response, and promotions. It describes challenges in designing brand building communications like ensuring exposure, attention, comprehension, and behavior change. The document provides details on different advertising mediums like television, radio, print, online, and their strengths and weaknesses. It emphasizes the importance of an integrated approach using multiple communication channels to reach audiences.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
The document discusses the challenges and opportunities of marketing in today's economy. It notes that rapid technological change, audience fragmentation, and shifting consumer demands and values have resulted in increased complexity for marketers. Additionally, customers now have more power relative to companies due to a greater selection of products and services. Privacy, security, and legal issues also present ongoing concerns for marketers to navigate.
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It emphasizes the importance of integrating these different communication channels to deliver a clear and consistent message. It also covers topics like developing effective communication strategies, setting advertising objectives and budgets, and selecting appropriate advertising media and timing.
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, and competitive parity method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. An exercise asks groups to allocate advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
This document contains 10 learning questions about integrated marketing communications from Chapter 17. The questions cover topics such as how marketing communications can contribute to brand equity, the different modes of marketing communications like public relations and sales promotion, the types of creative and message strategies used, and methods for establishing integrated marketing communications budgets. The document provides definitions and explanations for each question to help understand the key concepts being tested.
The document outlines the objectives of examining advertising, public relations, and their related plans. It discusses the key elements of developing an advertising plan, including setting objectives, assigning responsibility, establishing budgets, developing themes, selecting media, creating advertisements, timing, cooperative efforts, and evaluation. It also reviews the key elements of developing a public relations plan, including setting objectives, assigning responsibility, outlining types, selecting media, creating messages, timing, and evaluating success.
The document discusses communication and promotion strategies for marketing products. It outlines 6 steps for developing effective communication: 1) identifying the target audience, 2) determining communication objectives, 3) designing the message, 4) selecting communication channels, 5) selecting message sources, and 6) measuring results. It also describes 5 tools in a promotion mix: advertising, sales promotion, public relations, personal selling, and direct marketing. Major decisions for advertising include setting objectives and budget, designing messages, choosing media, and evaluating the campaign.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
Marketing communications play a role in informing, persuading and reminding consumers about a company's products and brands. They allow companies to associate their brands with other people, places, experiences and things. There are six major modes of communications: advertising, sales promotion, public relations, direct marketing, personal selling and events/experiences. Developing effective communications involves identifying the target audience, setting objectives, designing the message, selecting channels, establishing a budget, deciding on the media mix and managing an integrated marketing communications program.
This document discusses advertising management and the roles of advertising agencies. It covers selecting an internal or external agency, developing an advertising campaign strategy, and completing a creative brief. The key roles of an advertising agency include client service, creative design, media planning, and support departments. Developing an effective advertising campaign is a process that includes communication analysis, defining objectives, managing the budget, selecting appropriate media, and creating a creative brief.
This document discusses organizing and managing holistic marketing organizations. It covers trends in marketing practices, organizing marketing departments by function or customer segment. Key tasks for brand managers include developing strategies, plans, and improving products based on customer research. Building a customer-focused organization requires senior leadership buy-in, appointing marketing leadership, training programs, and empowering employees. The document also discusses social responsibility, cause marketing, and using controls and audits to monitor and improve marketing performance.
This document discusses integrated marketing communications and how to build brand equity. It outlines various marketing communication tools including advertising, public relations, direct response, and promotions. It describes challenges in designing brand building communications like ensuring exposure, attention, comprehension, and behavior change. The document provides details on different advertising mediums like television, radio, print, online, and their strengths and weaknesses. It emphasizes the importance of an integrated approach using multiple communication channels to reach audiences.
The document provides an overview of integrated marketing communications (IMC). It defines IMC as a planning concept that evaluates various communication disciplines and combines them to provide clarity, consistency and maximum impact. The document discusses two key ideas in IMC - one-voice marketing communications and integrated communications. It also outlines various IMC tools including advertising, direct marketing, interactive marketing, sales promotion, publicity/PR and personal selling. The document concludes by discussing promotional management and models that help conceptualize the buying process.
This document outlines chapters from a marketing management textbook focused on mass communications. It discusses developing advertising programs through the five Ms of mission, money, message, media and measurement. It also covers sales promotions, events, public relations and legal/ethical considerations. Specific topics include setting advertising objectives, deciding budgets, developing campaigns, different media channels, and ensuring social responsibility in Asian cultural contexts.
The document discusses the challenges and opportunities of marketing in today's economy. It notes that rapid technological change, audience fragmentation, and shifting consumer demands and values have resulted in increased complexity for marketers. Additionally, customers now have more power relative to companies due to a greater selection of products and services. Privacy, security, and legal issues also present ongoing concerns for marketers to navigate.
Integrate Insights on Reach and Resonance to Maximize Advertising EffectivenessAidelisa Gutierrez
Using integrated data from Nielsen's Online Campaign Ratings and Online Brand Effect solutions, the case study identified Site B as the top performing publisher. Site B generated both a high rate of on-target impressions for reaching the intended male audience aged 25-64, as well as significant lift in the primary marketing objective of increasing purchase intent. The analysis recommended increasing impressions on top performers like Site B, while decreasing impressions on lower performing sites and optimizing placements, creatives, and frequencies on other sites to improve results.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
With successful referral marketing programs for
over 500 brands, we have put together this Referral Marketing Best Practices for 2014 guide. The guide provides smart marketers with the framework to launch successful referral marketing programs.
Empower every marketer with technology to build brands and generate demand on...Kenshoo
This document discusses how marketers can use technology to build brands and generate demand on Facebook. It highlights that modern marketers face challenges from large budgets and complex programs, and need technology for visibility, efficiency and scale. It then summarizes Kenshoo's capabilities in optimizing digital advertising campaigns at scale across channels like search and social media through features like automated bidding, cross-channel audiences and reporting.
Kenshoo - DDM Alliance Summit Marketing on FacebookDDM Alliance
This document discusses how marketers can use technology to build brands and generate demand on Facebook. It highlights that modern marketers face challenges from large budgets and complex programs, and need technology for visibility, efficiency and scale. It then summarizes Kenshoo's capabilities in empowering marketers through social media advertising, attribution modeling, audience targeting, and cross-channel optimization. The document advocates evaluating technology partners based on their user interface, reporting, optimization abilities, and advanced functionality.
This document provides an overview of digital branding and marketing strategies. It defines digital branding and discusses concepts like pay per click advertising, search engine optimization, social media marketing, and YouTube advertising. The document also discusses target markets and how different strategies are suited to different target markets. It provides examples of successful digital marketing campaigns by companies like Coca-Cola and Supercell. Finally, it argues that an integrated marketing campaign using multiple digital and traditional strategies together is the most effective approach.
This document provides an introduction to advertising, including defining advertising, identifying the nine types and four roles of advertising, and explaining the five players involved. It discusses what makes an ad great by achieving its objectives through strategy, creativity, and execution. The document also outlines key figures and events that have influenced the evolution of advertising, from the age of print to the current focus on issues like interactive advertising and globalization. Current advertising issues are identified as well.
Summit 2013 legolas programmatic premium post event versionPhil Ripperger
The deck I co-presented with Ran Cohen of Upfront Digital Media (a Legolas Company) at IRI's Summit in April, discussing the evolution of digital advertising from direct response to brand building
The State of Digital Advertising for PublishersMixpo
Video advertising is growing rapidly and seen as having a high ROI by publishers. While mobile traffic is up, monetizing mobile remains a challenge due to user behavior patterns. Programmatic advertising has evolved from a threat to an opportunity for publishers, who are using it to increase yield. Attribution of advertising campaigns to sales remains difficult but important to measure.
5 ways to succeed with digital pharma marketingJo Peddhinti
This document provides 5 steps for succeeding in digital pharma marketing:
1. Deliver trustworthy and relevant content to fuel online conversations about your brand. Understand what doctors discuss online.
2. Avoid interruptive banner ads and focus on adding value through content instead.
3. Use native advertising that blends into platforms without interrupting users. Design sponsored content like case studies and videos.
4. Leverage key opinion leaders beyond webinars through interviews, videos, and maintaining their online profiles.
5. Blend online and offline channels by creating online hashtags for events, allowing speakers to engage before and after, and using online surveys to inform campaigns.
This document summarizes a presentation about using digital marketing for higher education. It discusses the challenges higher education faces in enrollment and awareness. It outlines how the display advertising ecosystem has evolved to be less complex through demand side platforms. The presentation covers best practices for display advertising, including testing multiple creatives, targeting audiences across sites, and optimizing campaigns. It provides two case studies of clients who successfully used display advertising.
Com score - ad analytics-booklet - lessons learned in digital advertisingNguyen Dang Vu
This document provides lessons learned from digital advertising based on comScore's research. It identifies key issues like clicks being an incomplete metric, challenges with cookie-based targeting and measurement, and the need for viewability, brand safety and non-human traffic measurement for transparency. It also discusses how industry benchmarks can help set expectations for campaign delivery given limitations of digital advertising. The document aims to guide more effective planning, evaluation and results for media buyers and sellers.
Is the future of modern marketing social sept 9 2014Bill Hobbib
Most marketers agree the future of social is now. Are you looking to connect all of your customer interactions in an end-to-end journey to drive greater marketing ROI? If so, it’s becoming crucial to integrate traditional marketing, digital marketing and social touch points.
This presentation will help you learn 4 keys for leveraging social with your modern marketing, including best practices for how to:
• Gain a comprehensive understanding of your customers, so you can tailor marketing based on your customers’ real behaviors in social
• Drive better business results by listening, creating and publishing compelling content, and better engaging customers with that content
• Uncover new customers in social that have the same interests as your current customers through look-alike audiences
• Drive higher ROI from your overall marketing mix by combining social with modern marketing
This document discusses various methods for measuring the effectiveness of promotional programs, including reasons to measure effectiveness and reasons measurements may not be taken. It describes testing processes such as concept generation and testing, pretesting of finished ads, and market testing. Various testing methods are outlined, including focus groups, consumer juries, portfolio tests, and physiological measures. The document also covers post-testing of print and broadcast ads, as well as factors that determine the success of tracking studies and problems with current research methods.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
This document outlines a holistic marketing strategy for the fourth quarter (Q4). It recommends taking a strategic approach that focuses on amplifying the brand voice to target audiences through data-driven campaigns across the consumer journey. This includes creating awareness, consideration, acquisition, and driving growth. It also stresses the importance of integration, innovation, and brand storytelling. Specifically, it recommends integrating data across channels, leveraging emerging platforms, and using sequential creative tailored to audiences. It provides examples of how to activate audiences through various stages using paid search, display, social media, and landing page optimization. Cross-channel measurement is also highlighted as important for understanding performance.
This document discusses key aspects of developing an advertising plan and strategy. It covers setting objectives, targeting audiences, developing message and media strategies, and evaluating advertising effectiveness. Various methods for budgeting advertising expenditures are also reviewed, as well as factors related to successful introductory advertising and the relationship between advertising and sales. The overall goal is to learn how to plan strategic advertising by considering audience targeting, messaging, media selection, and evaluation metrics.
Similar to Chapter 16 Advertising Public Relations and Sales Promotion 2014 (20)
This document outlines a curriculum for managing infectious diseases in early education and child care settings. It discusses various tools and strategies for preventing the spread of infectious diseases, including promoting health among individuals through nutrition, exercise, immunizations and managing risks for those with special needs. It also addresses controlling infections in facilities through proper design and sanitation practices. Regular hand washing, cleaning and disinfecting surfaces, and excluding sick children and staff are emphasized. Record keeping of immunizations and policies for informing parents and staff of illnesses are also covered.
The document discusses safety issues related to wheeled toys like tricycles and bicycles for young children. It notes that head injuries are the most common type of injury from tricycle accidents. The document recommends that children wear properly fitted helmets any time they ride wheeled toys in order to help prevent head injuries. It provides guidance on properly fitting helmets and teaching children safety rules for using wheeled toys.
This document provides information and guidance on medication safety and poison prevention in early care and education settings. It notes that medication poisonings are a leading cause of injury for young children and are preventable. It outlines steps providers can take including proper medication storage, supervision of children, education, and having poison control contact information available. It emphasizes that keeping medications locked and out of children's reach is the primary prevention strategy.
This document provides information on playground safety for early childhood education settings. It discusses that falls are the leading cause of playground injuries in young children. Proper supervision and regular equipment inspections can help prevent injuries. The document recommends using shock-absorbing surfaces like wood chips or rubber mats under playground equipment to help cushion falls. It also emphasizes the importance of actively supervising children on playgrounds and having clear rules to teach children safe play.
This document provides a summary of key information from a presentation on keeping children safe from injuries in transportation in early care and education settings. The summary includes that children should ride rear-facing until age 2 or the height/weight limit, use car seat and vehicle manuals for proper installation so the seat has less than 1 inch of movement, and teach children safety practices in and around vehicles to prevent injuries and deaths from motor vehicle crashes and heatstroke inside unattended vehicles.
This document provides a summary of strategies to prevent burn injuries in early childhood education settings. It begins with an introduction explaining that burns are a leading cause of injury for young children. The document then covers the most common types of burns for children, including scalds, electrical, and flame burns. Potential burn risks in early education environments are discussed, such as hot liquids/food, electrical outlets, and heating equipment. The document emphasizes the importance of childproofing, supervision, and teaching fire safety lessons to prevent burns. It concludes by recommending developing clear policies and utilizing local community resources.
Module 1 Introduction to Safety and Injury Prevention.pptxEarlene McNair
The document discusses safety and injury prevention in early care and education settings. It begins with learning objectives about common injuries, safety hazards, prevention, and reporting requirements. Falls are the most common injury among young children. Drowning is the leading cause of preventable death for children ages 1-4. Providers must be trained in pediatric first aid and CPR, recognize safety hazards, and report any serious injuries. Preventing injuries requires adequate supervision, safe environments, and removing hazards like choking risks or fall risks.
This document discusses designing a healthful diet. It defines the components of a healthful diet as being adequate, moderate, nutrient-dense, balanced, and varied. It discusses tools for designing a healthful diet, including food labels, the 2020 Dietary Guidelines for Americans, and the USDA Food Patterns represented by MyPlate. The five food groups that make up a healthy eating pattern according to MyPlate are grains, vegetables, fruits, dairy, and protein foods.
PEARSON Chapter 7 Feeding Toddlers and Preschoolers.pptxEarlene McNair
The document discusses nutritional needs and feeding practices at different developmental stages from toddlers to school-age children. It covers the typical eating issues of toddlers like selective eating and food neophobia. For preschoolers, it emphasizes balanced nutrition to support their active lifestyle. Regarding school-age children, it discusses their increased nutrient needs to support growth and the importance of healthy eating habits influenced less by media. The teacher's role in promoting healthy eating at each stage is also outlined, including creating a supportive mealtime environment and teaching nutrition concepts.
The document discusses feeding infants from birth to one year old. It covers feeding infants breast milk or formula, introducing complementary foods between 4-10 months, and feeding infants with special needs. The key points are that breast milk provides optimal nutrition and health benefits. It also discusses appropriate feeding practices like demand feeding and reading hunger cues. Formula should be prepared safely according to instructions. Complementary foods should be introduced gradually starting with single vegetables and cereals. Special care is needed for preterm or infants with oral sensitivities.
Chapter 16 Feeding Toddlers & Young ChildrenEarlene McNair
The document discusses feeding behaviors and nutrition for toddlers, young children, and those with special needs. It covers how physical, motor, and social development influences eating habits at different ages. Key recommendations include providing nutritious meals based on MyPlate, allowing children to determine how much they eat, being a positive role model, and making mealtimes relaxed. The document also addresses creating supportive feeding environments and choosing healthy snacks.
Infants experience rapid growth in their first year, gaining weight and length. Their nutrient needs are influenced by this growth as well as their small stomachs and developing digestive systems. Breastmilk or formula meets infants' needs for the first 6 months, providing proper nutrition for growth and development. Solid foods should not be introduced before 6 months and are introduced in stages, starting with cereals, vegetables and fruits to avoid choking hazards. Proper feeding ensures infants' needs are met through continued growth, energy and health.
The document discusses wellness in young children and the role of early childhood teachers in promoting wellness. It defines wellness and explains how nutrition, health, and safety are interrelated and impact children's learning and development. Teachers are responsible for recognizing these relationships, implementing practices to support wellness, and partnering with families and the community. The document also discusses challenges to wellness like poverty, nutrition issues, housing instability, and environmental health risks that can impact children's learning and development.
SC NUT CANVAS 16 Food Equity Sustain and Quality.pptxEarlene McNair
This chapter discusses challenges related to ensuring equitable access to nutritious food globally and in the United States. It covers topics such as food insecurity, malnutrition in various forms, societal problems caused by limited access to nourishing food like obesity, and initiatives aimed at promoting sustainable food systems and food justice. Key issues addressed include the double burden of undernutrition and obesity, the impact of poverty on food choices and health, and the relationship between stress, cortisol, and obesity risk.
CHAPTER 14 Nutrition and Physical Keys to Good Health.pptxEarlene McNair
This document discusses nutrition and physical activity as keys to good health. It defines physical activity and physical fitness, and outlines the components of fitness. Regular physical activity provides numerous health benefits and reduces risk of many diseases. However, many Americans do not meet physical activity guidelines. The document provides guidelines for aerobic and muscle-strengthening activities. It also discusses how to improve fitness through assessing goals, varied exercise programs, and applying principles like overload and specificity. Nutrition needs vary depending on activity level and goals. Carbohydrates are the primary fuel for exercise, while fats provide energy for low-intensity activities. Adequate hydration and nutrient intake supports physical activity.
CHAPTER 13 Achieving and Maintaining a Healthful Weight.pptxEarlene McNair
The document discusses achieving and maintaining a healthful body weight. It defines appropriate body weight as being based on factors like age, genetics, and lifestyle habits that support good health. Body weight is evaluated using metrics like body mass index (BMI) and body composition measurements. BMI categories include underweight, normal weight, overweight, and obese classes 1-3. Additional factors like fat distribution pattern, energy balance, genetics, metabolism, hormones, and sociocultural influences also impact body weight. Obesity is associated with increased risk of chronic diseases. Treatment options include diet, exercise, medications, supplements, and in some cases bariatric surgery.
The document summarizes key points about water and hydration from a nutrition textbook chapter. It discusses how water is essential for the human body, comprising about 60% of total body weight for adults. It functions as a transport medium, lubricant, protective cushion and helps regulate temperature. The body maintains water balance through intake and output. Dehydration can occur if intake is inadequate or loss is too high, while overconsumption can also cause issues. The document recommends daily water intake amounts and notes the majority should come from beverages, with some from food. It also compares bottled versus tap water sources.
The document provides an overview of minerals, including their functions, dietary recommendations, food sources, and deficiency/toxicity symptoms. It discusses 15 essential minerals: sodium, potassium, calcium, phosphorus, magnesium, chloride, sulfur, iron, copper, zinc, selenium, fluoride, chromium, iodine, and manganese. For each mineral, it details major functions, recommended intake amounts, common food sources, and the symptoms of excessive intake and deficiency. It focuses specifically on sodium, potassium, calcium, and their relationships to blood pressure and bone health.
Synchronous learning involves real-time interaction between students and instructors, allowing for immediate feedback and facilitating discussions and group activities, but requires a fixed schedule that may not be convenient for all. Asynchronous learning is more flexible and accessible anytime by allowing students to work at their own pace, but has limited real-time interaction and feedback which can feel isolating. Both approaches have pros and cons depending on a student's needs and preferences.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
3 Best “Add to Calendar” Link Generator Tools (2024)Y
“Add to Calendar” link generator tools allow users to create links that add events directly to digital calendars like Google Calendar, Apple Calendar, and Outlook.
These tools simplify event scheduling by generating short URLs or QR codes that, when clicked or scanned, automatically insert event details into a user’s calendar.
They are ideal for streamlining the promotion of events in emails, websites, and social media, enhancing engagement and ensuring attendees don’t miss important dates.
These tools are designed to cater to diverse needs, from personal event planning to professional event promotion, ensuring your attendees can easily add events to their preferred calendar.
Cal.et is a versatile and user-friendly tool that allows you to create “Add to Calendar” links for seamless event scheduling and promotion.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.