The document discusses advertising objectives such as increasing sales, encouraging trial and usage, and changing consumer attitudes. It also covers topics like DAGMAR, which is an approach for setting measurable advertising goals, brand objectives to make a brand top-of-mind for consumers, how consumer attitudes are shaped by advertising, different market structures defined by factors like competition and barriers to entry, and integrated marketing communication tools that combine different channels like advertising, PR, and digital marketing. The case study at the end discusses a cereal company that decreased its advertising budget despite falling sales, in an attempt to lower prices and become more competitive.
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”
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”
The power-point presentation is a summary of a HBR article on creativity in advertising. It also demonstrates its relation to theory from the book "Introduction to marketing management " by Philip Kotler and advertisements supporting the theory. Be sure to view this with good internet facility. It is 130 MB in size and contains few video commercials.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
Creativity running in the blood, filled with unpredictable structures as a flat organization, advertising agency are the incubators behind viral successful campaigns. In-house Agency or Outdoor Agency , learn the variations and key operating procedures in an Advertising Agency.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
The power-point presentation is a summary of a HBR article on creativity in advertising. It also demonstrates its relation to theory from the book "Introduction to marketing management " by Philip Kotler and advertisements supporting the theory. Be sure to view this with good internet facility. It is 130 MB in size and contains few video commercials.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Media planning, Components of media plan, Media Scheduling, Media Objectives,...Pooja Gurwani
Media planning, Components of media plan, Media Scheduling, Media Objectives, media strategy, media budgeting, media selling, media innovations, circulation, factors affecting media plan
Creativity running in the blood, filled with unpredictable structures as a flat organization, advertising agency are the incubators behind viral successful campaigns. In-house Agency or Outdoor Agency , learn the variations and key operating procedures in an Advertising Agency.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Hey guys, this presentation is all about marketing starting with a crisp and clear introduction and this ppt focusses on all important aspects related to marketing whether be it decision making, marketing process, marketig analysis, marketing utilities, marketing management concepts, marketing planning, traditional & modern approaches of marketing, a full coverage of 7 Ps of marketing mix as well as various important marketing strategy techniques along with relevant diagrams & charts & illutrative examples.
Delivering and Promoting Product: Supply Chain Decisions Nature, Types, Channel Design and Channel Management Decisions, Retailing, Wholesaling, Personal Selling: Personal Selling Process, Managing the Sales Force. Promotion Mix: Advertising, Sales Promotion, Public Relations. Emerging Trends in Marketing: Green Marketing, Event Marketing, Network Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Customer Relationship Management (CRM), Global Marketing, Rural Marketing, E-Commerce: Marketing In The Digital Age.
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t 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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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
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
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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.
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/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
2. An Advertising Objective is
“An Advertising objective is a specific communication task, to be
accomplished among a defined audience to a given degree in a given period
of time”.
Advertising Objective
• Increasing Sales and Profits
• Encourage Trial and Usage
• Reminder Advertising
• Follow-Up
4. DAGMAR
Defining Advertising Goals for Measured Advertising Results
DAGMAR is a marketing approach used to measure the results of an advertising campaign.
DAGMAR is an approach to advertising planning and a precise method for selecting and
quantifying goals and for using those goals to measure performance.
DAGMAR is aimed at setting advertising goals / planning's and not marketing goals.
The DAGMAR suggests a precise method for selecting and quantifying advertising goals.
It proposes that advertisers should collect feedback measures to determine if their
advertising met those goals.
Results. The approach involves setting specific, measurable objectives for a campaign to
determine if specific objectives were met.
DAGMAR seeks to communicate a specific message through four steps:
5. DAGMAR
DAGMAR seeks to communicate a specific message through four steps:
The model suggests that before the acceptance of a product by an individual, there is a series of mental
steps which the individual goes through. They are as follows...
6. Brand Objective:
“Brand Objective is a specific communication task, to be
accomplished among a defined audience to make mind place in
their mind a given degree in a given period of time”
Objectives are:
SMART objectives
Long term brand objectives
Short term brand objectives
7. Consumer Attitude
Consumer behavior/attitude and advertising are closely related because the main goal of
advertising involves using the behavior of potential buyers.
The art of advertising is to use visual images and convincing copy to give consumers a
sense of longing or need for products or services. This also ties in with the study of
marketing, the means by which advertising is delivered to consumers through networking,
advertisements, and other means of communication.
Advertising refers to ways in which marketers, retailers, and other professionals
communicate with potential consumers or prospects. It usually involves the use of paid
printed media communications, television spots, or Internet radio ads.
9. Effects of Advertising
Increased Awareness
Advertising and promotion offer a news function to consumers. Viewers of ads learn
about new products and services available to them, much like they learn about events in
the news. This information function has a neutral role. It provides facts without approval or
disapproval from consumers. Customer behavior at this stage encompasses expressions
of curiosity.
Analysis of Features
Consumers have a rational response to advertising when they look at the features of a
product or service. This response focuses on a logical listing of all the functional aspects
of the offering. This is an intellectual response, rather than an emotional one.
Evaluation of Benefits
When customers weigh benefits, they become emotionally involved with advertising and
promotion. Consumers identify ways the product or service can make them happier,
improve their lives or give them pleasure. This part of the consumer response is irrational
and can lead to impulse buying and competition to obtain the product.
10. The interconnected characteristics of a market, such as the number and
relative strength of buyers and sellers and degree of collusion among
them, level and forms of competition, extent of product differentiation,
and ease of entry into and exit from the market is called as Market
Structure.
11. Determinants of Market Structure
Freedom of Entry & Exit
Nature of the Product
Control over Supply Output
Control over Price
Barriers to Entry
12. Types Of Market Structure
-Perfect competition: the efficient market where goods are produced using the most efficient
techniques and the least amount of factors. This market is considered to be unrealistic but it is
nevertheless of special interest for hypothetical and theoretical reasons.
-Monopoly: it represents the opposite of perfect competition. This market is composed of a sole
seller who will therefore have full power to set prices.
-Oligopoly: in this case, products are offered by a series of firms. However, the number of sellers
is not large enough to guarantee perfect competition prices. These markets are usually studied by
analyzing duopolies, since these are easier to model and the main conclusions can be
extrapolated to oligopolies.
-Monopolistic competition: this market is formed by a high number of firms which produce a
similar good that can be seen as unique due to differentiation, that will allow prices to be held up
higher than marginal costs. In other words, each producer will be considered as a monopoly
thanks to differentiation, but the whole market s considered as competitive because the degree of
differentiation is not enough to undermine the possibility of substitution effects.
13. IMC Tool Mix
Integrated Marketing Communication Tools
Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online
marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message
reaches a wider audience. Products and services are promoted by effectively integrating various brand
communication tools.
Integrated marketing communication effectively integrates all modes of brand communication and uses them
simultaneously to promote various products and services among customers effectively and eventually yield higher
revenues for the organization.
Various IMC Tools:
Advertising
Sales Promotion
Direct Marketing
Personal Selling
PR Activites
14. Case Study…
Cereal Maker Change objectives and slash Budget –
without Much Success.
Q1) How smart move was for Post Cereal to slash prices in a competitive markets?
Ans) As already known in the market as one of the top companies for cereals, In order to compete with
Post Cereal,Kelloggs and General Mills reduces majorly on their Advertising & Promotional spendings.
This was an advantage for Post Cereal as they started climbing faster than the grocery price index almost
every year. Hence this majorly helped in regaining their customers back.
Q2) Wasn’t it Counter intuitive to decrease advertising and promotional spending specially when there was
a fall in sales?
Ans) Post Cereal took the risk of having such huge cuts in order to build a name brand more price
competitive with store brands. Which had gained a 7% gain in market share in 7 years.
It considered these cuts as a “RETURN TO RATIONAL MARKETING”