This document discusses research techniques used in documentary films. There are four main techniques discussed: observational, reportage, reconstruction, and interviews. Observational involves documenting subjects daily lives without interfering. Reportage tells a story entirely through images. Reconstruction recreates events that happened in the past. Interviews involve directly questioning subjects on camera. The document also discusses whether documentaries can be subjective or biased, noting it depends on the topic but bias is sometimes acceptable to portray a particular perspective. Persuasive advertising techniques like repetition, rewards, slogans, and appealing to aspirations or guilt are also overviewed.
This presentation has been made by myself to show a clear idea about the advertising management, nature and scope, significance of it, objectives, advantages and disadvantages, types of Advertising management, advertising budget flow, pie chart ...etc..
Creating value for consumer brands: The implications of multi-touchpoint adve...Darya Loban
Creating value for consumer brands: The implications of multi-touchpoint advertising. A research based on 12 interviews with leading practitioners from JWT, Mediamonks, TBWA, Edelman, and others.
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
Learning Objectives:
- To Understand What Consumer Behavior Is and the Different Types of Consumers.
- To Understand the Relationship Between Consumer Behavior and the Marketing Concept, the Societal Marketing Concept, as well as Segmentation, Targeting, and Positioning.
- To Understand the Relationship Between Consumer Behavior and Customer Value, Satisfaction, Trust, and Retention.
- To Understand How Marketers are Increasingly Able to Reach Consumers via Social Media and Better Satisfy the Needs and Wants of Consumers.
- To Understand the Makeup and Composition of a Model of Consumer Behavior.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
This playbook breaks down the collective learnings from some
of the most successful videos and campaigns on YouTube,
giving you the tools to make content that effectively captures
the attention of your audience. You’ll find proven techniques to
make your videos stand out and benefit from YouTube’s
influence at key cultural moments. And you’ll learn some
powerful methods to track your content’s performance.
This is a guide for brands, agencies and businesses. However,
anyone who’s interested in making videos for YouTube is
encouraged to explore the topics covered here.
● BRANDS will find strategies and tools for building content
plans, organising video distribution, measuring performance,
and more.
● AGENCIES will find best practices for partnering with
creators, guidelines for making the most effective videos,
recommendations for advertising formats, and more.
● BUSINESSES will find an in-depth look at the elements of
successful videos, tips for building an audience, ways to
keep viewers coming back, and more.
Define Your Brand Territory
With 400 hours of new content uploaded to YouTube every
minute,1 how can you be sure viewers will want to watch yours?
Start by choosing a territory in which you can win. For example,
are you going to make quirky lifehack videos to drive awareness,
utility-based how-to videos to encourage new use cases, or are
you going to create that big “whoa” moment to get people
buzzing and sharing?
Ask yourself what your brand stands for—what are the passions
that will drive its success? At the same time, ask yourself what
your customers care about in their daily lives. Find the point
where your brand’s passions overlap with your audience’s
concerns. At that intersection lies something unique you can
bring your fans to earn their loyalty.
The following tools can help you understand what your
customers care about. What videos do they watch? How active
are they on social networks? How do they use their mobile
devices?
● YouTube Trends Dashboard: See what videos are
trending on YouTube.
● YouTube Analytics: See how your audience is
reacting to—and interacting with—your videos.
● Think with Google: Explore Google data, insights,
and perspectives for marketers.
● Brand Lift: Look beyond impressions and views to
understand the direct impact your YouTube ads have
on perceptions and behaviours throughout the
customer journey.
● Google Surveys: Learn what people really think
about your brand.
At the same time you’re getting to know your audience, do some research on
your competitors. Not just your usual competitors, but anyone providing users
with content in a similar genre or category. Visit their YouTube channels to
get a sense of their video styles, formats and tones.
● See what they’re doing. Has anything they’ve done really resonated
with their audience?
● Learn from what they’re doing right. Where are there opportunities
for your brand?
Now that you're on the path to making great videos, how are you defining
success? Is it do
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
1. DOCUMENTARY RESEARCH
A documentary film is a film story concerning
factual topics (i.e. someone or something). ...
A number of common techniques or
conventions are used in documentaries to
achieve these aims. Contents. [hide] 1
Actuality in relation to documentary films
2. DOCUMENTARY
TECHNIQUES
Observational:
Observational Mode. Share. Definition: Emphasizing the documentary filmmaker's
engagement in observing the subject's daily life and circumstances and documenting
them with an unobtrusive camera.
Reportage:
the act or process of reporting news or other events of general interest
(Journalism & Publishing) a journalist's style of reporting
(Journalism & Publishing) a technique of documentary film or photo journalism that
tells a story entirely through pictures
Reconstuction:
Interviews:
3. Is it ok for a documentary
to be subjective, or even
biased?
Objective: of a person or their judgement) not
influenced by personal feelings or opinions in
considering and representing facts.
A thing aimed at or sought; a goal
Subjective:
based on or influenced by personal feelings tastes or
opinions
Biased:
It is ok for an documentary to be either subjective or
biased as it depends on the situation and topic of
the documentary for example target audiences
could have biased thoughts of a sector of an
documentary such as ‘’life at death row’’ or either
crime watch ect.
4. Advertising research
Persuasive techniques
Repetition
The action of repeating something that has already that ahs already been said or written. This is often used in
the advertising industry for example the repetition of a slogan from a brand ‘’just do it’’ its meant to stick in the
target audiences head
Reward:
Promotions
Coupons
Awards provided by companies to promote and encourage the purchasing of their products are called
patronage rewards.
This tactic helps the companies in promoting their product by giving rewards to the customer for every
purchase in form of points. These points can be later redeemed for different rewards specified by the
company.
Example: -
Airlines use frequent flyer miles for its regular customers which you can redeem for a free air ticket
Banks award points on credit card purchase which can be used to get different goodies
A similar initiative was launched by Bharat Petroleum few years back in the form of Petro card
5. Slogans:
Advertising slogans are short, memorable groups of words used in advertising campaigns.
The advertising phrases are means of drawing attention to one distinctive feature (an
aspect of a product).
Taglines:
As a variant of a branding slogan, taglines can be used in marketing materials and
advertising. The idea behind the concept is to create a memorable dramatic phrase that
will sum up the tone and premise of an audio/visual product, or to reinforce and
strengthen the audience's memory of a literary product.
Guilt:
“Guilt strategies appeal to consumers on two levels. The first is emotional, where consumers
feel that by buying the shirt, coat, trousers or iPod, they’ll gain self-confidence, whether in
the form of a perfect appearance or a cutting-edge style (which is hard to justify when a
consumer has maxed out her credit card). The second is rational, and is linked to a
product’s practical dimensions, which not only come as a pleasant surprise, but also
promise to justify the purchase to others once the consumer gets home.”
Aspiration:
In consumer marketing, an aspirational brand (or product) means a large segment of its
exposure audience wishes to own it, but for economic reasons cannot. An aspirational
product implies certain positive characteristics to the user, but the supply appears limited
due to limited production quantities.
An important characteristic of an aspirational product is that the part of its exposure
audience that is at present economically unable to purchase it, thinks of itself as having a
fair probability of at a certain point in the future being able to do so. This part of the
exposure audience is referred to as the aspirational audience, whereas the part of the
exposure audience that already can afford the product is called the consumption
audience. Consumption audience and aspirational audience together form the
aspirational product's target audience, which typically represents 30%-60% of the exposure
audience
6. Sympathy:
This research examines differences in consumers' sympathy and empathy responses
to televised drama commercials. The research framework is multidisciplinary, for
construct definition from humanities disciplines (aesthetics and philosophy) grounds
the empirical testing of sympathy and empathy responses to advertising. Valid and
reliable measurement instruments are developed to test relationships between
sympathy and empathy as responses to classical and vignette advertising dramas.
Results of two experiments indicate that sympathy responses mediate the effect of
a drama advertisement's form on empathy responses, with both sympathy and
empathy directly enhancing positive attitudes to an advertisement.
7. Popular TV advert
This coke advert was very popular because coke is a very well known drink that is sold all around the world many children and young
adults drink coke therefore by including a young attractive well built man it will then catch the target audiences attention making them
pay attention to the advert. Also by adding in ‘’30 years’’ it will show the audience that the drink is good enough to be around for such a
long period of time leading them to go and buy the drink. This advert is advertising diet coke which many people will look at and see
that it contains less fat which is more of an advantage to go and buy the drink because they know that its not causing them to gain any
weight. When the target audience watch this advert they get filled with excitement because it is diet and also when the ordinary man
takes of his shirt it attracts the female attention and in the advert you can see all the females drop their jaws when seeing the man
drinking the diet coke therefore making males want to buy the drink because females find it more attractive and also for females to by
the drink because of it being a diet coke and also because of the man drinking it.