In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar Schoolâs Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companiesâ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
In this presentation, we will introduce you to the form, concept and fundamentals of Advertising. This presentation will help you to know and learn the ways to reach potential buyers through the art of Advertising.
To know more about Welingkar Schoolâs Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companiesâ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
This is a powerpoint presentation prepared by me... explaining about IMC plans of Coca cola Inc. This is very useful for presentations in colleges, MBA institutes etc. Send your suggestions and likes on my email id- a380onkar@yahoo.co.in
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
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âIMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.â
âIMC insures that all forms of communication and messages are carefully linked togetherâ
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
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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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. Iâll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
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Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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
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/
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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In this session, Demandbaseâs 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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
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In todayâs era of AI, personalization is more than just a trendâitâs a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your usersâkey factors for business success. However, relying solely on AI capabilities isnât enough. You need to anchor your approach in solid principles, understand your usersâ 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.
The digital marketing industry is changing faster than ever and those who donât adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. A Definition
Integrated Marketing CommunicationâŚ..
is a process for planning, executing &
monitoring the brand messages that
create customer relationships
Duncan, Principles of Advertising & IMC, 2005:17
3. Integrated Marketing Communication (IMC)
IMC âis the coordination and integration of all
marketing communication tools, avenues, and
sources within a company into a seamless
program that maximizes the impact on consumers
and other end users at a minimal costâ (Clow &
Baack, 2007, p. 8).
3
4. Mont Blanc use a variety of marketing mix elements, including
price, product, design, brand name and distribution strategy to
create high-quality, upscale usage image for its pens.
Mont Blanc
5. Impact of IMC
IMC plays a role in all:
§ď§âŻ Business-to-business (B2B) interactions.
§ď§âŻ Marketing channel communications.
§ď§âŻ Customer-focused communications.
§ď§âŻ Internally directed communications.
5
6. The Goal of IMC
As with all marketing activities, the goal of IMC
is to build brands.
Brands that are well known and liked are more
likely to be purchased â increase profit
margins.
Brand Equity: âthe intangible value of a brand
â value added to a product or service that
derives from a perception in customerâs
mindsâ (Duncan, 2005, p. 8).
6
7. Benefits of IMC
IMC provides greater:
§ď§âŻ Brand differentiation.
§ď§âŻ Accountability within a firm.
§ď§âŻ Trust among consumers.
§ď§âŻ Levels of effectiveness in cutting through
message clutter than single strategies.
7
8. The Changing World of MC
Old World
New World
âTalking Atâ Consumers
Two-way Dialogue With Consumers
Focus on Winning New Customers
Focus on Building Long Term
Relationships With Consumers
Marketers Relied Primarily on
Advertising and Promotions
Marketers Use and Coordinate
Many Different Forms of
Communication With Consumers
8
9. IMC â The Evolution
Mass Marketing
Using mass communication
to
Relationship Marketing
Using integrated marketing communication with a
focus on interaction
10. What trends are driving integration?
External
â˘âŻ Brand & product
proliferation
â˘âŻ Customisation
â˘âŻ Decreasing brand loyalty
â˘âŻ Price sensitivity
â˘âŻ More demand, less trust
â˘âŻ Clutter
â˘âŻ Service Economics
â˘âŻ Rising Costs &
Accountability
Internal
â˘âŻ Expertise
â˘âŻ Corporate missions
â˘âŻ Communication
technology
â˘âŻ Benefits to be gained
11. Interaction Model
Environment
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Market
 structure
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Dynamism
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 posi1on
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 system
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Long
 term
 rela1onships
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Ins1tu1onalisa1on,
 Adapta1ons
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Short
 term
 exchange
 episodes
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Source: Adapted with permission from HĂĽkansson (1982, p24)
Organization
Technology
Structure
Strategy
Individual
Aims
Experience
Skills
12. IOR
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 Network
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facturers
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Fig 5.2 â From IOR to channel to chain to network
13. IMC & the need for integration
â˘âŻ Covers a number different media and strategies
â˘âŻ TV, radio, Direct, PR, social media etc
â˘âŻ Selective combination of appropriate types of
communication
â˘âŻ Meeting a common set of objectives for the brand
â˘âŻ Integration over time with regard to customers
â˘âŻ Integration provides synergy
15. The Marketing Communication Matrix
Ballantyne, Luxton, Powell (2004) Introduction to Marketing: A value
exchange approach ed Gabbott, Pearson:381
Mass Market
2-way
communication
An interactive
approach (listening &
learning including
informal dialogue
initiated by planned
messages)
1-way
communication
Conventional mass
marketing
Segmented/Mass
Customisation
Individual
16. The Importance of Integration
§ď§âŻIntegration begins with the way a company and its
agencies organise the process for creating and
delivering brand messages.
§ď§âŻAll participants involved in creating and delivering
brand messages must work together:
§ď§âŻ The company,
§ď§âŻ Company agencies,
§ď§âŻ The media,
§ď§âŻ Channel members, and
§ď§âŻ MC support services.
16
19. Organisations: Nike as an example
B2B
Nikeâs Relationship with shoe
retailers like Foot Locker
B2C
Niketown stores selling shoes directly
to consumers
19
20. The 8 Key Functions of Marketing
Communication
§ď§âŻ
§ď§âŻ
§ď§âŻ
§ď§âŻ
§ď§âŻ
§ď§âŻ
§ď§âŻ
§ď§âŻ
Advertising
Direct marketing
Publicity (public relations)
Sales promotion
Personal selling
Internet/ Social media
Events and sponsorships
Packaging
20
21. What is Advertising?
â˘âŻ Consumer & B2B different
â˘âŻ Refers to space/time for which a price is paid by
the advertiser to the media owner
â˘âŻ Refers to messages over which the medium
exercises no editorial control (other than accept/
reject)
â˘âŻ Media=TV, radio, cinema, newspapers & mags,
outdoor, digital & ambient
â˘âŻ Is conventional advertising under threat?
22. What is Direct Marketing?
â˘âŻ Selected & selective distribution & communication
channel
â˘âŻ Direct Response & interactive
â˘âŻ Media involved
â˘âŻ Print
â˘âŻ TV (digital)
â˘âŻ Telemarketing
â˘âŻ Internet (includes viral, blogging)
â˘âŻ Is junk mail Direct Marketing?
â˘âŻ Where does podcasting fit in?
â˘âŻ Are online social networks the most direct?
23. Publicity & Public Relations
âPublicity is stories and brand mentions delivered by
the mass media without chargeâ (Duncan, 2005, p.
10).
Public Relations âare communication activities that
help an organization and its publics adapt mutually to
each otherâ in an effort to gain the support and
cooperation of those publicsâ (Duncan, 2005, p. 10).
Source: http://commercial-archive.com/132015.php
23
24. What is Brand Public Relations?
â˘âŻ All the companyâs efforts to foster
better relations with its various publics
or stakeholders, beyond relationships
necessitated by sales transactions
â˘âŻ Is it the same as publicity?
25. What is Sales Promotion?
â˘âŻ Can take many forms (samples, bonus
packs, sweepstakes, coupons, competitions
etc etc)
â˘âŻ Targeted at trade & customers
â˘âŻ Short term focus
â˘âŻ Are âPrice Offsâ sales promotion?
26. Personal Selling?
â˘âŻ Social selling
â˘âŻ Customer retention
â˘âŻ Customer acquisition
â˘âŻ Referrals and Cross selling
27. Internet / Social Media
â˘âŻ True One on Marketing
â˘âŻ Co-creating with customer
â˘âŻ I.e. Face book, twitter, Utube, Linkedin,
Slideshare etc
28. Events & Sponsorships
Events: A highly targeted brand-associated activity
designed to actively engage customers and
prospects and generate publicity
Example: Harley Owners Group motorcycle rallies.
Sponsorships: Financial support for an organisation,
person, or activity in exchange for brand publicity
and association
Example: Nikeâs sponsorship of Tiger Woods.
28
31. Developing the Integrated Marketing
Communication Program
â˘âŻ Being critically aware of the planning
process as a process
â˘âŻ Evaluating the outcomes
â˘âŻ Monitoring and Control
â˘âŻ Eg. continuous tracking
33. Key Success Factors in IMC
Smith (1996) put forward a summary of the guidelines for
effective integration:
â⯠Ensure senior management understanding & support for IMC
implementation
â⯠Ensure IMC is implemented horizontally
â⯠Ensure common visual standards are maintained
â⯠Have clear communications objectives, clear positioning
statements, & link core brand values into every communication
â⯠Start with a zero budget and build communications plan around
objectives
â⯠Design communications around the customer's buying process
â⯠Ensure all communications help to develop stronger relationships
and brand values with customers
â⯠Develop a good marketing information system
â⯠Share artwork & other media
â⯠Be prepared to change it all
35. Conclusion
â˘âŻ Donât think too narrowly
â˘âŻ Communication is not merely advertising
â˘âŻ Think outside the box
â˘âŻ What does the brave new world of the 21st
century hold for us?
36. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard