Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
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.
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.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
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.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
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.
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?.
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
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
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.
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.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
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
2. Definitions of Advertising
Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods and services by an identified
sponsor. – Kotler
Advertising is a paid, mass mediated
attempt to persuade
―salesmanship in print‖
Substitute for a human salesman
3. Defining Modern Advertising
A complex form of communication
using objectives and strategies to
impact consumer
thoughts, feelings, and actions.
A form of marketing communication
(all the techniques marketers use to
reach their customers and deliver their
messages).
4. Defining Modern Advertising
Five Basic Factors of Advertising
1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade
4. Reaches a large audience
5. Message conveyed through many different kinds of
largely nonpersonal mass media
Principle:
An effective advertisement is one that can
be proven to meet its objectives.
6. Table 1.1 The Strengths of Advertising
Strengths
Can reach a large audience
Introduces products and brands
Builds awareness of products
and brands
Creates brand images
Provides information
Reminds and reinforces
Persuades
Examples
A commercial in the Super Bowl can reach
more than 100 million consumers.
The “1984” commercial for the Apple McIntosh
sold out the entire inventory in one day.
The success of the launch of the iPod was due
in part to the great silhouette posters that
showed people dancing to the music on their
iPods.
The success of the new VW Beetle was largely
built on its ability to connect with the anti-status
image of the original “lowly” Beetle.
The truth® campaign informs teens that
“Tobacco kills 1,200 people a day.”
Procter & Gamble’s Ivory Soap has been
advertised continuously since the late 1800s.
Nike campaigns, with the “Just do it” personal
achievement message, have helped increase
sales by 300 percent during the 1990s.
7. Types of Advertising
• Institutional Advertising
– Focused on establishing a
corporate identity or
winning the public over to
the organization’s point of
view
• Nonprofit Advertising
– Used by nonprofits like
charities, associations, hos
pitals, orchestras, museum
s, and churches for
customer, members, volun
teers, and donors
• Public Service
Advertising
– Usually produced and run
for free on behalf of a
good cause
8. Types of Advertising
• Brand Advertising
– Focused on long-term brand
identity and image
• Retail or Local Advertising
– Focused on selling
merchandise in a
geographical area
• Direct Response Advertising
– Tries to stimulate a sale
directly
• Business-to-Business
– Sent from one business to
another
Principle:
All types of advertising demand creative, original
messages that are strategically sound and well executed.
9. The Key Players: the
Advertiser
Wants to send out a message about
its business
Initiates effort by identifying a problem
that advertising can solve
Selects the target audience, sets the
budget, and approves the ad plan
Hires the agency
10. Key Players: Agency
Agencies have the strategic and creative
expertise, media knowledge, talent, and
negotiating abilities to operate more efficiently
than the advertiser.
Some large advertisers have in-house
departments.
11. Key Players: Media
Media are channels of communication
that carry the message to the audience
They’re vehicles, but also large media
conglomerates like Time Warner and
Viacom.
Principle:
Mass media advertising can be cost effective
because the costs are spread over the large
number of people the ad reaches.
12. Key Players: Suppliers
Group of service organizations that assist
advertisers, agencies, and the media in
creating and placing ads by providing
specialized services
Artists, writers, photographers, directors, prod
ucers, printers, freelancers, and consultants
13. Key Players: Target
Audiences
People to whom an
ad is directed—
their responses
determine if
advertising is
effective.
Targeting is the
process of
identifying the
people in the
desired audience.
Interactive
technology allows
ads to be
customized to the
target audience’s
individual needs.
14. Roles of Advertising
1. The Marketing Role
• Marketing is satisfying customer wants and needs
by providing products (goods, services, and ideas).
• The marketing department is responsible for selling
the product using the 4 Ps
(product, price, place/distribution, and promotion)
and brand development.
Principle:
A product can be services and ideas as well as goods.
15. Roles of Advertising
2. The Communication Role
• Advertising is a message to a consumer about a
product, designed to create a response.
• It is also a form of marketing communication.
• Advertising uses mass communication to transmit
product information to connect buyers and sellers in
them marketplace.
Principle:
One of advertising’s most important strengths is
its ability to reach a large audience.
16. Roles of Advertising
3. The Economic Role
• Because it reaches large groups of
people, advertising makes marketing more
cost-efficient and lowers prices for
consumers.
• Advertising creates a demand for a brand
using hard sell (persuading) and soft sell
(image building) techniques
17. The Economic Role
By focusing on images and emotional
responses, advertising encourages consumers to
make decisions based on nonprice benefits.
Advertising is a means to objectively
provide price-value
information, creating a more rational
economy.
18. Roles of Advertising
4. The Societal Role
• Informs consumers about innovations
and issues
• Helps us compare products and features
• Mirrors fashion and design trends
• Teaches consumers about new products
and how to use them
• Helps shape consumer self-image
• Facilitates self-expression through
purchases
• Presents images about diversity in our
world
19. Current Developments
The New Advertising
Electronic media are making advertising
more intimate, interactive, and
personalized.
Advertising must evolve to keep up with
technology.
Creativity involves more than just the
ad’s big idea, but finding new ways to
engage consumers beyond traditional
mass media.
20. Current Developments
Interactivity
Buzz is getting people to talk about the
event, idea or brand.
People contact companies by phone, the
Internet, and through friends.
Advertising must change to also become
more interactive.
21. Current Developments
Integrated Marketing Communication (IMC)
IMC means unifying all marketing
communication messages and tools to send
a consistent, persuasive message promoting
the brand’s goals.
Stakeholders are also important in IMC.
Synergy means messages have more
impact working jointly than on their own.
22. Current Developments
Globalization
The elimination of trade barriers in the
1990s opened huge international
markets.
Agencies are forming multinational
operations to to address these
markets.
Should advertisers practice local or
global advertising?
23. Current Developments
What makes an ad effective?
Gets attention
Creates a positive impression for a brand
Separates the brand from the
competition
Influences people to respond in the
desired way
Principle:
An ad that works—that is effective—is one
where the target audience responds as the
advertiser intended.