Introduction to Marketing Communications Lecture 7
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Public relations can take three main forms - press agentry/publicity which is one-way communication aimed at propaganda; public information which disseminates information one-way but values truth; and two-way symmetric communication which aims for mutual understanding between parties. The two-way symmetric model practices formative research to understand attitudes and brings about group understanding. Public relations tools include press releases, conferences, interviews and contributing to the local community to develop goodwill. It also focuses on internal stakeholders like employees and external stakeholders like suppliers and the public who are affected by or can affect the organization. Messages need to be clear, concise and easily understood to gain media interest and readership.
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The promotion mix
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
The promotion mix
A combination of promotion tools used to reach the target market & fulfill the organization’s overall goals
Promotional mix powerpoint
The document discusses the key elements of communication processes and promotional mixes. It describes the main components of communication as the sender, encoding, message, media, decoding, response, feedback, and noise. It then explains the different techniques that make up a promotional mix, including advertising, personal selling, publicity, and sales promotion. Finally, it emphasizes the importance of combining various communication activities and channels into an effective promotional mix tailored to achieve desired marketing objectives and customer outcomes.
Promotion mix
This document discusses various aspects of promotion as part of an integrated marketing communication strategy. It defines promotion as ongoing advertising, sales promotion, public relations, and personal selling activities that keep a product top of mind for customers and stimulate demand. The objectives of promotion are to build awareness, create interest, provide information, stimulate demand, and reinforce the brand. It also discusses different types of promotions including audience, sales, and community promotions. Sales promotions in particular are described as campaigns that get customers directly involved in activities to enhance a business. Advertising, public relations, and personal selling are also summarized.
Module 8 the promotional mix
The document discusses integrated marketing communications and the promotion mix. It defines the key elements of the promotion mix as advertising, sales promotion, public relations, and personal selling. It also discusses developing an effective communications strategy, which includes identifying the target market, determining communication objectives, designing messages, choosing media channels, and collecting feedback. Additionally, it covers setting the promotion budget and ensuring marketing communications are done through socially responsible practices.
Promotion mix
This document discusses the key elements of promotion, including advertising, public relations, personal selling, and sales promotion. It defines each element and provides examples. Additionally, it covers topics like the promotion mix, promotion objectives, promotion budgets, and legal/ethical issues in pricing. The overall purpose is to introduce the main components involved in developing an effective promotional strategy.
Promotion Mix
A company communicates with customers through various tools in its promotion mix, including advertising, sales promotion, personal selling, and publicity. The factors that guide a marketer's selection of promotion tools are the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Advertising is a paid, non-personal form of promotion through media outlets. Personal selling involves one-on-one communication to make sales. Sales promotion relies on advertising, personal selling or publicity to provide temporary incentives. Publicity uses unpaid media coverage to build brand image. An effective promotion strategy creates a "hierarchy of effects" moving customers from attention, to interest, to desire, and finally to action.
Marketing communication
The document discusses integrated marketing communications and the promotional mix. It defines promotion, the promotional strategy and tools, including advertising, public relations, sales promotion and personal selling. It explains how the promotional mix is determined by factors like the product life cycle stage, target market and type of buying decision. The key aspects of developing effective communications are identifying the audience, setting objectives, designing messages, selecting media and measuring results. Finally, it distinguishes between corporate communications and marketing communications.
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The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
The promotion mix
A combination of promotion tools used to reach the target market & fulfill the organization’s overall goals
Promotional mix powerpoint
The document discusses the key elements of communication processes and promotional mixes. It describes the main components of communication as the sender, encoding, message, media, decoding, response, feedback, and noise. It then explains the different techniques that make up a promotional mix, including advertising, personal selling, publicity, and sales promotion. Finally, it emphasizes the importance of combining various communication activities and channels into an effective promotional mix tailored to achieve desired marketing objectives and customer outcomes.
Promotion mix
This document discusses various aspects of promotion as part of an integrated marketing communication strategy. It defines promotion as ongoing advertising, sales promotion, public relations, and personal selling activities that keep a product top of mind for customers and stimulate demand. The objectives of promotion are to build awareness, create interest, provide information, stimulate demand, and reinforce the brand. It also discusses different types of promotions including audience, sales, and community promotions. Sales promotions in particular are described as campaigns that get customers directly involved in activities to enhance a business. Advertising, public relations, and personal selling are also summarized.
Module 8 the promotional mix
The document discusses integrated marketing communications and the promotion mix. It defines the key elements of the promotion mix as advertising, sales promotion, public relations, and personal selling. It also discusses developing an effective communications strategy, which includes identifying the target market, determining communication objectives, designing messages, choosing media channels, and collecting feedback. Additionally, it covers setting the promotion budget and ensuring marketing communications are done through socially responsible practices.
Promotion mix
This document discusses the key elements of promotion, including advertising, public relations, personal selling, and sales promotion. It defines each element and provides examples. Additionally, it covers topics like the promotion mix, promotion objectives, promotion budgets, and legal/ethical issues in pricing. The overall purpose is to introduce the main components involved in developing an effective promotional strategy.
Promotion Mix
A company communicates with customers through various tools in its promotion mix, including advertising, sales promotion, personal selling, and publicity. The factors that guide a marketer's selection of promotion tools are the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Advertising is a paid, non-personal form of promotion through media outlets. Personal selling involves one-on-one communication to make sales. Sales promotion relies on advertising, personal selling or publicity to provide temporary incentives. Publicity uses unpaid media coverage to build brand image. An effective promotion strategy creates a "hierarchy of effects" moving customers from attention, to interest, to desire, and finally to action.
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The document discusses integrated marketing communications and the promotional mix. It defines promotion, the promotional strategy and tools, including advertising, public relations, sales promotion and personal selling. It explains how the promotional mix is determined by factors like the product life cycle stage, target market and type of buying decision. The key aspects of developing effective communications are identifying the audience, setting objectives, designing messages, selecting media and measuring results. Finally, it distinguishes between corporate communications and marketing communications.
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This document discusses advertising, including its purpose, types, advantages, disadvantages, and media choices. The key points are:
1) Advertising aims to inform potential customers about new products, persuade them to purchase a particular brand, and remind them of existing products.
2) The main types of advertising are informative, persuasive, and reminder advertisements.
3) Choosing an advertising medium depends on factors like budget, the message's complexity, the product's nature, the target market, and government policies.
Promotion an important element of marketing mix
This document discusses different promotion methods for attracting new business, including advertising, public relations, sales promotion, personal selling, and direct marketing. It emphasizes the importance of defining target customers based on attributes like age, marital status, and location before implementing promotional strategies in order to effectively communicate product and service benefits to the intended audience. Promotion is not just about placing advertisements, but rather knowing the target market and using the most appropriate communication methods to reach them.
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The document discusses promotional strategies for sports marketing. It defines different types of promotion, including product promotion to sell specific products and institutional promotion to improve a company's image. It explains that the goal of sports promotion is to generate sales and attract targeted audiences. An effective promotional mix balances different elements like advertising, personal selling, public relations, and direct marketing based on factors like a company's budget, distribution channels, competition, and available salesforce. The case study then provides examples of how Richmond International Raceway uses various promotional tactics in their marketing mix like television, radio, print, digital, and direct mail to targeted demographics in their region.
Promotion mix
The document discusses the promotional mix, which combines different types of promotion used by businesses. It describes the four basic types of promotion: personal selling, advertising, sales promotion, and public relations. Personal selling involves direct contact with potential buyers and is the largest form of promotion. Advertising is a paid, non-personal form of promotion to inform and persuade buyers. Sales promotion uses temporary incentives to stimulate sales. Public relations creates a favorable image of a business through indirect communication channels. Together, these promotional methods work to increase awareness, sales, and profits for businesses.
Promotion; meaning, definition, concept, elements, importance and promotional...
Promotion; meaning, definition, concept, elements, importance and promotional...Central University of Kashmir
This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.Promotional mix
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
Advertising & salespromotion
The document discusses various aspects of integrated marketing communications including advertising, sales promotion, publicity and public relations, and personal selling. It covers objectives, decisions, and evaluation for each area. Key factors discussed are media selection, types, timing and allocation for advertising. Major decisions, tools, and impact evaluation are covered for sales promotion. The roles and major decisions for marketing PR are also summarized. Personal selling discusses designing the sales force, managing it, and principles of personal selling.
Promotional selling pricing
This document provides an overview of key concepts in marketing communications and promotion. It discusses the major elements of the promotion mix including advertising, public relations, personal selling, and sales promotion. It also covers topics such as the communication process, goals of promotion, models for how promotion works like AIDA, factors that influence the promotion mix, techniques for developing a promotion plan, objectives of promotion, and regulations.
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This document discusses different types of direct marketing messages and how they should be tailored based on the channel. For direct mail, messages should be longer and include details like price and style. Telemarketing messages need to be short and compelling to keep listeners engaged. Research is conducted to develop effective message strategies for each audience. The document also covers advertising execution elements like headlines, which need to attract attention, identify the brand and product, and motivate readers to learn more.
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The document defines promotion mix as the specific blend of promotion tools a company uses to communicate customer value and build relationships. It identifies the main elements of promotion as advertising, personal selling, sales promotion, exhibitions, sponsorship, and public relations. Each element is then briefly described, with advertising defined as paid communication to create awareness and gain response, personal selling as managing personal customer relationships, and sales promotions as tactics to incentivize purchase like BOGO offers or money-off deals.
Promotion mix (tools)
This document discusses various promotion mix tools used in integrated marketing communication, including advertising, sales promotion, public relations, and personal selling. It defines each tool and outlines their objectives such as building awareness, creating interest, providing information, and stimulating demand. Advertising is defined as a paid, non-personal form of mass communication used to promote products and services. Sales promotion includes short-term incentives to encourage purchases. Public relations involves planned efforts to build goodwill through credible communications. Personal selling is direct communication between sales representatives and prospects that can lead to transactions and relationships.
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The document discusses various marketing communication tools including advertising, sales promotion, events and experiences, and public relations. It defines advertising and the five M's (mission, money, message, media, measurement). It also discusses factors to consider in setting an advertising budget, developing advertising campaigns, and evaluating advertising effectiveness. The document also covers sales promotion tactics, using sponsored events, and the major functions and tools of marketing public relations.
Sales promotion mix
This document discusses various promotion methods and strategies. It defines promotion as the distribution of information about brands, companies, or products and services to improve sales and profits. Promotion can take various forms, both online and offline, and is an integral part of business growth. Some effective promotional methods discussed include websites, newsletters, press releases, business cards, free items, advertising, sales promotions, direct marketing, and personal selling. The document also outlines factors to consider when selecting a promotion mix, such as the product lifecycle, market, and customer needs.
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Our presentation about the last P of 4Ps in Marketing Mix - Promotion. This includes 6 parts: tools in Promotion (Advertising, Public Relations, Sales Promotion, Personal Selling), Promotion and Social Media, The casy study
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This document discusses several models and research streams related to communication and advertising. It summarizes key models including the AIDA model, hierarchy of effects model, new adopter hierarchy, and Lavidge and Steiner model. It also outlines five research streams related to exposure and familiarity, low vs high involvement learning, the elaboration likelihood model, cognitive response model, and recall and persuasion. The document provides implications for advertisers based on each model and research findings.
Promotional Mix
This document discusses promotion strategy and planning, including the promotional mix of advertising, sales promotions, publicity, and personal selling used to inform, persuade, or remind consumers about products. It also addresses push-pull strategies between retailers and consumers and different budgeting strategies like allocating a percentage of past sales, benchmarking against industry competitors, or setting objectives and determining necessary promotion activities, each with their own advantages and disadvantages.
Marketing communication and key Elements of communication
Marketing communication involves exchanging information between parties through common symbols. It aims to inform, persuade and remind consumers about products and brands. The key elements of communication include a sender, message, encoding, channel, decoding, receiver, noise and feedback. The sender transmits a message through a channel which the receiver decodes and may provide feedback in response.
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Presentation on promotion mix its method and new methods adopted by business and importance of social media in promotion
Promotion Mix Vs Consumer Demand by Tolulope Ofi
This document discusses various promotion tools and their impact on consumer demand. It defines public relations, advertising, sales promotion, and personal selling. For each tool, it outlines strategies used, advantages, disadvantages and how effectiveness can be measured. The key points are: promotion tools aim to stimulate consumer demand and sales; each has short and long-term impacts; and the most effective promotion mix uses multiple tools to communicate with customers.
Introduction to Marketing Communications Lecture 1
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This document discusses personal selling as a method of communication. Personal selling allows for a more personalized message than other communication methods. It also requires coordinating within an organization to represent customer interests and project management. Personal selling has a very high cost per contact but can be inconsistent. It is most effective when there are a small number of customers, high information needs, large and important purchases, required post-purchase service, complex products, and a push distribution strategy. Key tasks for personal selling include developing relationships, presenting sales messages, qualifying prospects, and closing sales.
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1) Advertising aims to inform potential customers about new products, persuade them to purchase a particular brand, and remind them of existing products.
2) The main types of advertising are informative, persuasive, and reminder advertisements.
3) Choosing an advertising medium depends on factors like budget, the message's complexity, the product's nature, the target market, and government policies.
Promotion an important element of marketing mix
This document discusses different promotion methods for attracting new business, including advertising, public relations, sales promotion, personal selling, and direct marketing. It emphasizes the importance of defining target customers based on attributes like age, marital status, and location before implementing promotional strategies in order to effectively communicate product and service benefits to the intended audience. Promotion is not just about placing advertisements, but rather knowing the target market and using the most appropriate communication methods to reach them.
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Promotion; meaning, definition, concept, elements, importance and promotional...
Promotion; meaning, definition, concept, elements, importance and promotional...Central University of Kashmir
This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.Promotional mix
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
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The document discusses various aspects of integrated marketing communications including advertising, sales promotion, publicity and public relations, and personal selling. It covers objectives, decisions, and evaluation for each area. Key factors discussed are media selection, types, timing and allocation for advertising. Major decisions, tools, and impact evaluation are covered for sales promotion. The roles and major decisions for marketing PR are also summarized. Personal selling discusses designing the sales force, managing it, and principles of personal selling.
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This document discusses different types of direct marketing messages and how they should be tailored based on the channel. For direct mail, messages should be longer and include details like price and style. Telemarketing messages need to be short and compelling to keep listeners engaged. Research is conducted to develop effective message strategies for each audience. The document also covers advertising execution elements like headlines, which need to attract attention, identify the brand and product, and motivate readers to learn more.
Promotion mix of marketing
The document defines promotion mix as the specific blend of promotion tools a company uses to communicate customer value and build relationships. It identifies the main elements of promotion as advertising, personal selling, sales promotion, exhibitions, sponsorship, and public relations. Each element is then briefly described, with advertising defined as paid communication to create awareness and gain response, personal selling as managing personal customer relationships, and sales promotions as tactics to incentivize purchase like BOGO offers or money-off deals.
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This document discusses various promotion mix tools used in integrated marketing communication, including advertising, sales promotion, public relations, and personal selling. It defines each tool and outlines their objectives such as building awareness, creating interest, providing information, and stimulating demand. Advertising is defined as a paid, non-personal form of mass communication used to promote products and services. Sales promotion includes short-term incentives to encourage purchases. Public relations involves planned efforts to build goodwill through credible communications. Personal selling is direct communication between sales representatives and prospects that can lead to transactions and relationships.
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The document discusses various marketing communication tools including advertising, sales promotion, events and experiences, and public relations. It defines advertising and the five M's (mission, money, message, media, measurement). It also discusses factors to consider in setting an advertising budget, developing advertising campaigns, and evaluating advertising effectiveness. The document also covers sales promotion tactics, using sponsored events, and the major functions and tools of marketing public relations.
Sales promotion mix
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Communication models and advertising research
This document discusses several models and research streams related to communication and advertising. It summarizes key models including the AIDA model, hierarchy of effects model, new adopter hierarchy, and Lavidge and Steiner model. It also outlines five research streams related to exposure and familiarity, low vs high involvement learning, the elaboration likelihood model, cognitive response model, and recall and persuasion. The document provides implications for advertisers based on each model and research findings.
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Marketing communication and key Elements of communication
Marketing communication involves exchanging information between parties through common symbols. It aims to inform, persuade and remind consumers about products and brands. The key elements of communication include a sender, message, encoding, channel, decoding, receiver, noise and feedback. The sender transmits a message through a channel which the receiver decodes and may provide feedback in response.
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Public relations can take several forms from one-way communication models like publicity that disseminate information to propaganda, to two-way symmetric models that aim for mutual understanding. The publicity model is less controlled and focuses on disseminating information through outlets like press releases, while the two-way symmetric model allows for a balanced exchange between groups to develop understanding. Effective public relations considers the target audience, uses appropriate media, and crafts messages that are clear, concise and easily understood to maintain media interest and readership.
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Public relations plays an important role in promoting organizations and managing their relationships and reputation with key stakeholders. It aims to build goodwill and distribute positive information about an organization through various communication tools and channels at a lower cost than advertising. Some of the main functions of public relations include press relations, product publicity, corporate communications, lobbying, and advising management. Common public relations tools include written materials, events, media relations, corporate identity materials, and community involvement. An effective public relations strategy incorporates two-way communication to understand stakeholder perspectives and help organizations address any issues before they become problems.
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The document discusses media mix, public relations, and newsletters. It defines media mix as the combination of various media modes used for advertising and promotion. It notes the key roles of media mix in business include planning strategy, managing costs, and reaching target markets. Public relations is defined as the art of analyzing trends, counseling organizations, and implementing planned programs to serve both organizational and public interests. Newsletters are described as regular publications distributed to defined groups to inform, announce events, and promote products/services. Effective newsletter creation follows rules like knowing the audience and writing for them.
Pr exam question
Media relations refer to the relationship between a company and journalists, where journalists need material from PR sources and PR practitioners provide updated information to keep the public informed. PR practitioners are familiar with print media like newspapers, magazines, books and posters; broadcasting media like TV and radio; and new media like websites and social media. They provide information to journalists without editors filtering it. The functions of media include informing the public, facilitating economic and political systems, and providing entertainment. A journalist's duties are to collect, interpret and verify news while respecting culture. PR best practices include leading with the most important facts, telling the truth, pitching interviews in advance of calling journalists, and delivering materials before media deadlines.
2011 LSE Lecture
- The document provides an overview of public relations (PR), including definitions, models, challenges, and tools. It discusses managing stakeholder relationships, corporate identity and reputation.
- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
2011 Lecture Introduction to PR
- The document provides an overview of public relations (PR), including definitions, models, challenges, and tools. It discusses managing stakeholder relationships, corporate identity and reputation.
- PR involves managing strategic relationships and communication between organizations and their publics. Key functions include research, image making, counselling, and communicating.
- Grunig's models of PR include press agentry, public information, two-way asymmetric, and two-way symmetric communication. Excellence is achieved through symmetrical communication and inclusion in the dominant coalition.
Chapter 4
This document discusses the use of social media in public relations. It covers topics like Solis' social media PR formula focusing on actions, reactions, and transactions. It also discusses how clients want ROI from marketing efforts and how social media allows businesses to link efforts to online sales data. Key performance indicators are used to monitor social media and sales activity. The development of social networking led companies to create websites and social media has shifted resources to direct customer communication through online content.
MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
Introduction lecture giving students a broad outline of public relations, key theories and how to strive for excellence
351 spring 15 Terms and Concepts
Jour 351, University of Nevada, Reno, Reynolds School of Journalism, Spring 2015, Todd Felts, Strategic Communications, Public Relations, Advertising
Chapter 4
This document discusses the use of social media in public relations. It covers topics such as Brian Solis' social media PR formula, the shift from traditional media to online content/social media, key performance indicators for social media, different types of social media content, and how social media has blurred the lines between PR, advertising and marketing. It also discusses corporate social responsibility on social media and the importance of social media for non-profits.
Group 3, Chapter 4
This document discusses key aspects of using social media in public relations, including Brian Solis' social media PR formula focusing on actions, reactions, and transactions. It covers the shift to using social media to directly engage with customers and influence key decision makers. Metrics like Klout are used to track engagement across platforms and link social media efforts to business goals and sales. Content archetypes include curated, co-created, original, consumer generated, and sponsored content. Credibility and social capital are important in social media influence.
Public relations
Public relations (PR) involves managing the flow of information between an organization and the public to build goodwill. The key goals of PR are to promote a positive corporate image and handle unfavorable events in a way that sways public opinion in the company's favor. Major PR activities include press relations, product publicity, lobbying, counseling, and promoting goodwill. PR aims to influence target audiences through earned media coverage rather than paid advertising.
Adv basics
This document provides an introduction and overview of advertising. It defines advertising as paid persuasive communication through mass media to reach broad audiences and connect a sponsor with consumers. The document outlines the basic components of advertising and what makes an ad effective, including strategy, creativity and execution. It also discusses different types of advertising, the roles and functions of advertising, key players in advertising, the evolution and history of advertising, and current issues facing the industry.
Communication
The document discusses communication and integrated marketing communication. It defines communication as influencing groups to accept a company's products through informing and persuading audiences. Marketing communication is one element of the marketing mix and uses tools like advertising, sales promotion, public relations and personal selling. The document then discusses these various communication elements in more detail, including advertising objectives, budgeting, strategy, media selection and evaluating effectiveness. It emphasizes developing clear, consistent messaging across integrated communication channels.
Lecture 1-Intro to Advertising.ppt
This document provides an overview of key concepts in advertising. It defines advertising and its purposes, which include selling products and services. Advertising reaches large audiences through mass media channels. Effective ads attract attention, build interest and desire, and inspire action. Advertisers develop strategies to identify unique brand attributes and messaging. A variety of techniques can be used to create rational, emotional, social, or biologically-focused ads. The roles of advertisers, agencies, media, suppliers, audiences and new technologies are also discussed.
designing integrated communications.pptx
This document discusses integrated marketing communications and outlines key concepts. It defines marketing communications and promotion, and discusses the communications process models including the macro and micro models. It also outlines the major elements of an integrated marketing communications mix, including advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. Finally, it discusses best practices for developing effective communications, such as identifying the target audience, setting objectives, selecting channels, designing messages, measuring results, and establishing budgets.
Social marketing communications
An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear
how does public relation helps?
Public relations departments help organizations manage problems and issues by scanning the external environment for changes that could impact public opinion. They must balance the organization's mission with external and internal demands by communicating with stakeholders and interpreting policies to the public while also translating public attitudes back to management. Excellent public relations uses research techniques like surveys, audits, and fact-finding to understand stakeholder needs and predict trends to help management make informed decisions. The role of public relations is to serve both the organization and the public interest by identifying and harmonizing with various stakeholder groups through win-win arrangements.
21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf
This document discusses various topics related to agricultural marketing and marketing communication, including:
1. The nature of marketing communication, which aims to influence target markets so consumers feel enthusiastic about a company's offerings.
2. The major types of marketing communications like advertising, digital marketing, direct marketing, personal selling, public relations, and sales promotion.
3. Interactive marketing, which uses two-way communication channels to allow direct consumer engagement.
For students
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. PR aims to earn understanding and support through influencing opinion and maintaining goodwill. It is the planned effort to establish and maintain mutual understanding. PR deals with both internal and external audiences. It focuses on obtaining favorable publicity, building a good image, and handling crises through tools like press releases, newsletters, blogs, and social media. In contrast, advertising is paid, controlled communication aimed at direct sales, though it also raises awareness. PR relies on third party endorsement for non-biased perception, while advertising is recognized as self-interested.
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Introduction to Marketing Communications Lecture 7
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MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
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Digital marketing campaigns need to be planned and managed carefully, considering objectives, resources, and content. Effective planning involves reflection on past experiences using models like Gibbs' Reflective Cycle or Kolb's Learning Cycle. An action plan outlines the steps and resources needed to achieve objectives, drawing from reflection. It is important to set the right objectives for content marketing and follow a 70:20:10 rule for communications, using a content matrix to map it all out.
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This document introduces various topics in digital marketing including why mobile phones are important, considerations for mobile websites, the impact of voice search, the Zero Moment of Truth concept, and the future of mobile marketing. It asks questions about optimizing ad campaigns, web pages, and email, and references opinions from Google and marketing expert Meerman Scott. Readers are instructed to work in a group to answer the questions and email their responses by the following Thursday.
Storyboards
A storyboard is a hand drawn set of key frames that shows the key points of action within an advertisement through a series of frames, with text below each frame providing context, dialogue, and sounds. The first frame is a wide establishing shot and the final frame shows the product and/or tagline, as these storyboards are initially produced to pitch the advertising concept to clients.
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The document discusses thinking like a digital marketer rather than a consumer or student. It mentions designing geofilters in groups of two to promote some element of Leeds Beckett University. Students are instructed to go to specific websites to design and submit their geofilters.
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The document discusses digital marketing tutorial five which covers the POEM model for media, the strengths and weaknesses of different media within the model, what motivates people to share content and how marketers can encourage social engagement, as well as considerations for selecting influencers. The tutorial instructs the reader to access an interactive lesson within the Mimic Pro platform.
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This document discusses key topics in digital marketing including the stages of a customer's online journey, principles of effective web design according to Krug, what A/B testing and multivariate testing are, and the types of things that can be tested. It directs the reader to click on a Mimic Pro link for a tutorial.
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This document provides an introduction to a digital marketing tutorial that discusses content marketing. It asks questions about the definition of content marketing, its key components, the most popular email platform in the UK, and why permissions marketing is important. The document also covers the key components of an effective marketing email and different types of email content. It directs the reader to take a quiz on email topics in Google Digital Garage and check their progress in the tutorial.
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Introduction to Digital Marketing Lecture 7
Mobile marketing is an important form of digital marketing. It involves optimizing content for smaller screens and shorter attention spans. Mobile advertising spend exceeds desktop, with video and native formats most common. Marketers must understand the customer journey across devices and contexts to effectively engage audiences through mobile. Emerging technologies like artificial intelligence will further transform the mobile experience in the future.
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Media planning concepts involve understanding regulations, media consumption, category spending, and competitors' communications efforts. Media planners must balance reach, frequency, budget, and effectiveness. Frequency refers to how often a target audience is exposed to an ad and should vary based on message, competition, objective, audience, and media. Reach represents the percentage of a target audience exposed, while gross reach combines exposures across media. Gross rating points reflect reach and frequency. Effective media planning requires balancing frequency, reach, and budget to maximize advertising impact.
MPP Lecture 6...
Earned media refers to word-of-mouth promotion and user-generated content that brands do not directly pay for. It is a powerful yet difficult to measure form of marketing communication that drives nearly 20% of sales through trusted recommendations. The document provides an overview of strategies for planning and encouraging earned media engagement through shareable content, influencer relationships, and community events.
MPP Lecture 5
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Introduction to Digital Marketing Lecture 4
This document provides an introduction to digital marketing and web design. It discusses how users scan web pages and prioritize credibility and simplicity. Effective design focuses the user's attention with directional cues, follows conventions, and doesn't make users think or try their patience. Common design patterns like card layouts and hero images are also mentioned. The document recommends optimizing websites for mobile, conducting A/B testing to improve conversions, and reusing high-performing content across different media.
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Introduction to Marketing Communications Lecture 7
- 2. 7
- 5. or
- 10. lack of management control (press releases binned or reduced to fit the size in the publication which can lead to a change in context and style of the message)
- 11. one-way communications as propaganda… needs to sell or convince most acceptable and mutually rewarding communications – both parties may change attitudes
- 15. model characteristic press agentry/ publicity public information one-way asymmetric two-way symmetric purpose propaganda dissemination of information scientific persuasion mutual understanding nature of communication one way, complete truth non- essential one-way, truth important two-way but imbalanced two-way, balanced communication model source to receiver source to receiver source to receiver with feedback group to group nature of research little, column inches little, readership formative, attitudes formative, understanding where practised today sports, theatre, product promotion government, not-for-profit, business competitive business, agencies regulated business, agencies
- 16. publicity and events the various forms of media are; press releases, conferences and interviews community… contribute to the life of the local community, to develop goodwill
- 22. who come into contact with organisation and are affected by its activities or may affect the organisation itself
- 24. messages must be clear, concise and easily understood
- 25. media interest readership / ratings
- 27. public relations
Editor's Notes
- Channels of communication Personal – face to face, telephone, post/email, Internet chat. Allow for personalisation and feedback. May be controlled by the company or be ‘independent’ third-party communications (word of mouth). Important to identify innovators, opinion leaders, celebrities, high conversation factors, viral marketing opportunities. Non-personal – no personal contact or feedback. Includes print, broadcast, display media, environments (designed to create/reinforce buyers) and events (occurrences staged to communicate messages). Media planning Identify most suitable media to carry right message(s) to right audience(s). What factors do you think are important (qualitative and quantitative)?