This document outlines a marketing strategy for the launch of the new Star Wars Battlefront console game. The strategy is divided into three phases: 1) Raise anticipation through teaser advertising and social media seeding to generate interest; 2) Announce the official launch through an event and direct marketing; 3) Drive sales after launch with advertising, promotional offers, and retail partnerships. Research showed that immersion, role-playing, and escapism are key features for console gamers. The target audience is primarily male adolescents and adult males. The strategy aims to position the game as immersive and engaging to invite consumers to feel like they are within the virtual world. Success will be measured through awareness, attendance, sales and testing different promotional
- The document proposes market research for Playful Corp's game Creativerse, which is in competition with Minecraft.
- It recommends qualitative research like focus groups and interviews to understand player demographics and perceptions of Minecraft.
- Quantitative research like surveys and A/B testing of marketing messages is suggested to determine whether positioning Creativerse as an educational game or for older gamers would be more effective.
CMOs: How to Spend the Minimal Effective Amount on MediaNetworked Insights
Learn how this new form of “marketing intelligence” can dramatically reduce wasted spending and contribute even more effectively to earnings per share.
The document discusses advertising specialties and premiums. It defines advertising specialties as imprinted promotional products that can display a company's information and be used to create awareness, build relationships, and generate business. Premiums are giveaway items that generate goodwill and add perceived value. The document notes that sales of promotional products have increased from $16.9 billion in 2004 to $20 billion in 2007 due to greater acceptance in marketing mixes. Popular product categories include shirts, bags, headwear, and desk accessories. Studies show advertising specialties improve brand recognition and generate new sales.
The document analyzes social media data from brands that advertised during the 2010 Super Bowl. It found that over 300,000 mentions were generated, with Google receiving around 103.5 million impressions. Several indices were used to measure engagement, sentiment, cost-effectiveness and longevity of discussion. The analysis showed that social media can significantly increase reach compared to traditional paid media alone, and also slow the rate of decay, extending the lifespan of campaigns. Sentiment was found to be an important factor, with 1/3 of brands faring better than the average. Successful Super Bowl campaigns were able to expand awareness and nearly double the reach through social media.
By 2016, advertisers will spend $77 billion on interactive marketing, reaching 35% of all advertising spend. Search marketing will remain the largest segment but lose share as budgets shift to display advertising, mobile marketing, and social media. Display advertising will see strong growth, rallying from marketers shifting budgets from search due to increasing keyword costs. Mobile marketing will overtake email and social media spending by 2011, growing at a 38% compound annual rate as smartphone and tablet adoption increases consumer time with mobile devices.
Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Dr...Michael Zarcone
In this 30 minute webinar we will guide you through some of the most influential and highest performing past campaigns as well as best practices to use when planning your 2012 holiday campaigns. We will also cover:
• Changes in holiday retail digital advertising over the past few years
• How to use digital advertising to drive purchases online and in stores
• Shopping trends on mobile and tablet devices
• Compelling holiday creative and the best features to engage consumers and drive interaction
• Holiday campaign performance data, benchmarks and best practices
1) The document discusses how technology and social media have disrupted traditional marketing approaches and questioned the relevancy of marketing departments. It explores how marketing has evolved from a focus on the 4 P's to relationship marketing and using new digital tools like search engine optimization.
2) It argues that while new technologies provide challenges, they also create opportunities for companies to better engage customers through more targeted personalized outreach. Savvy use of tools like social media can help companies build loyalty and brand awareness if they foster virtual relationships.
3) The growth of user-generated content on platforms like social media may reduce reliance on traditional advertising. However, the document contends that companies should see this as a chance to participate in conversations rather
Impact of celebrity and social message on the popularity of an advertisementarav93
A market research on why some advertisements work better than the others on two dimensions: Celebrities and Social Message.
The research showcased that ads with social messages work better without celebrities
*The team pretends to be consultants from Ogilvy and Mather as part of a role play
- The document proposes market research for Playful Corp's game Creativerse, which is in competition with Minecraft.
- It recommends qualitative research like focus groups and interviews to understand player demographics and perceptions of Minecraft.
- Quantitative research like surveys and A/B testing of marketing messages is suggested to determine whether positioning Creativerse as an educational game or for older gamers would be more effective.
CMOs: How to Spend the Minimal Effective Amount on MediaNetworked Insights
Learn how this new form of “marketing intelligence” can dramatically reduce wasted spending and contribute even more effectively to earnings per share.
The document discusses advertising specialties and premiums. It defines advertising specialties as imprinted promotional products that can display a company's information and be used to create awareness, build relationships, and generate business. Premiums are giveaway items that generate goodwill and add perceived value. The document notes that sales of promotional products have increased from $16.9 billion in 2004 to $20 billion in 2007 due to greater acceptance in marketing mixes. Popular product categories include shirts, bags, headwear, and desk accessories. Studies show advertising specialties improve brand recognition and generate new sales.
The document analyzes social media data from brands that advertised during the 2010 Super Bowl. It found that over 300,000 mentions were generated, with Google receiving around 103.5 million impressions. Several indices were used to measure engagement, sentiment, cost-effectiveness and longevity of discussion. The analysis showed that social media can significantly increase reach compared to traditional paid media alone, and also slow the rate of decay, extending the lifespan of campaigns. Sentiment was found to be an important factor, with 1/3 of brands faring better than the average. Successful Super Bowl campaigns were able to expand awareness and nearly double the reach through social media.
By 2016, advertisers will spend $77 billion on interactive marketing, reaching 35% of all advertising spend. Search marketing will remain the largest segment but lose share as budgets shift to display advertising, mobile marketing, and social media. Display advertising will see strong growth, rallying from marketers shifting budgets from search due to increasing keyword costs. Mobile marketing will overtake email and social media spending by 2011, growing at a 38% compound annual rate as smartphone and tablet adoption increases consumer time with mobile devices.
Holiday Retail Best Practices and Past Trends: How to Attract Shoppers and Dr...Michael Zarcone
In this 30 minute webinar we will guide you through some of the most influential and highest performing past campaigns as well as best practices to use when planning your 2012 holiday campaigns. We will also cover:
• Changes in holiday retail digital advertising over the past few years
• How to use digital advertising to drive purchases online and in stores
• Shopping trends on mobile and tablet devices
• Compelling holiday creative and the best features to engage consumers and drive interaction
• Holiday campaign performance data, benchmarks and best practices
1) The document discusses how technology and social media have disrupted traditional marketing approaches and questioned the relevancy of marketing departments. It explores how marketing has evolved from a focus on the 4 P's to relationship marketing and using new digital tools like search engine optimization.
2) It argues that while new technologies provide challenges, they also create opportunities for companies to better engage customers through more targeted personalized outreach. Savvy use of tools like social media can help companies build loyalty and brand awareness if they foster virtual relationships.
3) The growth of user-generated content on platforms like social media may reduce reliance on traditional advertising. However, the document contends that companies should see this as a chance to participate in conversations rather
Impact of celebrity and social message on the popularity of an advertisementarav93
A market research on why some advertisements work better than the others on two dimensions: Celebrities and Social Message.
The research showcased that ads with social messages work better without celebrities
*The team pretends to be consultants from Ogilvy and Mather as part of a role play
Measuring the overall effectiveness of offers is often a struggle.
Whether assessing in-store circulars, digital coupons, direct mailers or other vehicles, the key question is how to ensure promotions are effectively driving total value for a pharmacy.
https://youtu.be/57ghR94SYXM
151204_Inside Big Data_How Big Data Enhanced the “Art” of MarketingHawthorne
The document discusses how big data has impacted and enhanced the creative side of marketing. It argues that while big data provides more metrics and data for marketers to use, creativity is still needed to develop compelling campaigns that resonate with consumers. Big data can help marketers more precisely define their target audiences and identify the best media placements, but creative content is required to stimulate an emotional response from recipients. When big data is combined with creativity, it allows marketers to develop more effective campaigns that reach consumers in a meaningful way.
Gamification offers significant potential benefits for businesses but is often misunderstood and misapplied. When implemented as a methodology that draws on human psychology research around gameplay, gamification can deeply engage users by appealing to basic human instincts and harnessing emotions like motivation, collaboration and problem solving. Successful examples demonstrate gamification's ability to drive behavior change, enhance learning, and establish longer-term customer relationships through psychological engagement. However, businesses must move beyond superficial rewards and implement gamification as a holistic framework to realize its full impact.
Marketing and PR functions involve market research, analysis, and promotion strategies. Market research collects information on target audiences through quantitative and qualitative methods to understand consumer wants. Market analysis interprets this research to identify market size, trends, and opportunities. Effective promotion strategies include advertising, branding, and events to raise product awareness and influence consumer purchasing.
Strata-G Communications is a marketing agency that has expertise in both B2B and B2C marketing for the building trades industry. Over their 15 years in business, major companies have relied on Strata-G for various marketing disciplines and objectives. They offer integrated marketing services including advertising, public relations, digital marketing and direct marketing to help clients build brand awareness, generate leads, and show strong returns on marketing investments.
Collaboration across business units and with external partners is essential for innovation but difficult to achieve. Leaders must change cultures from "win-lose" to "win-win" by collaborating themselves. Soft skills like listening, trust-building and effective conversations are key to collaboration but often lacking. Training can improve soft skills and measure collaboration's impact, starting with self-awareness and conversation skills. Successful partnerships like Senseo coffee show the benefits of collaboration in creating new innovations.
Marketers face increasing pressure to drive innovation while delivering proven results and making sense of a large amount of data. While collaboration and creativity are important for innovation, middle management can sometimes stifle new ideas, and senior leaders must champion innovation from the top. Additionally, testing new ideas through trials is important to learn what works and what doesn't. Market research provides useful customer insights but cannot replace actual experimentation with new products or services.
Repucom Guest Lecture April 2014 (Thomas More & EHSAL)Wim Mathues
Adapted version of my Repucom guest lectures at Thomas More College (Sponsoring Program) and HUB/EHSAL Management School (Final Seminar on Marketing & Communication).
Brandgym Research Paper - Brand Leadershipdavidnbrandgym
This document summarizes research from Brandgym on what makes a brilliant brand leader. The research found that:
1) Both Marketing Directors and Chief Marketing Officers are seen as extremely important in brand leadership, along with CEOs.
2) The most important qualities of brand leaders are inspiration, passion, and pragmatism. Specifically, creating an inspiring vision, having passion for the brand and consumers, and focusing marketing on growth drivers.
3) Brand leaders need an average of 3.5 years, longer than the average tenure, to have a true impact on a brand through sustained efforts.
The document discusses various communication methods including sending letters by mail or email, calling by phone or video chat, connecting on social media sites, and meeting in person. It then discusses benefits of social media like a sense of community, collaboration, self-expression, and crowdsourcing ideas. Potential risks mentioned include downloading malware from ads or links as well as impersonation scams. The document argues that the value of social media outweighs the risks if used carefully and cautiously.
This document provides a genealogical chart of the author's family. It lists the author's grandparents, parents, siblings, and the author's position as the youngest child in the family. The chart includes the names of the author's paternal and maternal grandparents, as well as their parents, siblings, and the author's own name as the youngest child.
# 更正:圖中那鉀離子交換幫浦應改為鈉出鉀入
# Revised: Sodium-potassium pump should be in opposite direct
(Sodium out and potassium into the cells)
整理Cecil Internal Medicine 筆記
回顧簡單的心臟電生理學
從離子通道開啟到高血鉀的心肌電氣變化
Study Note of Cecil Internal Medicine 25th Ed.
and Tex Heart Inst J 2006; 33:40-7
From ion channel to hyperkalemia
Welcome to My page:
https://www.facebook.com/InternalMedDoc
The document contains a scheme of work for an English language class. It outlines 11 chapters to be covered from January to August, with topics including likes and dislikes, occupations, animals, inventions, and computers. Each chapter includes learning outcomes, activities, educational emphasis, vocabulary, grammar, and sound system focus. Activities involve discussions, role-plays, reading comprehension, and writing exercises.
This document provides training and guidelines for school personnel on the administration of prescription and non-prescription medications to students. It outlines Oregon law and rules regarding which staff can administer medications, requirements for labeling and storing medications, documentation procedures, potential medication errors, and ensuring medications are administered correctly during activities away from school. School districts must adopt policies for medication administration and only train staff can give medications to students in accordance with physicians' instructions and parents' permissions.
Individual IMC critique
Contents
Contents ............................................................................................................................................... 2
Overview of the Business .............................................................................................................. 3
IMC challenge .................................................................................................................................... 3
Communication strategy ............................................................................................................... 3
Message ........................................................................................................................................... 3
Source .............................................................................................................................................. 6
Creative strategy ........................................................................................................................... 10
Appeals ......................................................................................................................................... 10
Execution ..................................................................................................................................... 12
Media Mix ......................................................................................................................................... 13
Recommendations and conclusions ...................................................................................... 14
References ....................................................................................................................................... 15
Appendix A – tomwaterhouse.com social media pages ................................................. 16
Appendix B – Various facebook Advertisments ................................................................ 18
Appendix C – Google Advertisement ..................................................................................... 19
Appendix D – Spoof Ad ............................................................................................................... 19
Overview of the Business
Tom Waterhouse is a fourth generation bookmaker (Waterhouse, 2012), he was
first exposed to the industry in 2001 helping his father Robert on race days at
Rosehill (Elliot, 2012). From there Waterhouse acquired his bookmaking
licensee for greyhounds and soon after thoroughbreds and in 2003 under his
fathers supervision began working ‘on the rails’ himself, initially building a VIP
cliental (Elliot, 2012). By 2008 Waterhouse had become one of Australians
biggest on track bookmakers, during the 2008 Melbourne spring carnival (which
includes the Melbourne cup) Waterhouse’s on track betting agency held
$20million worth of bets, a figure larger than all other on.
Week Two Lecture Market Opportunity AnalysisOnce an organizati.docxalanfhall8953
Week Two Lecture
Market Opportunity Analysis
Once an organization has conducted an environmental analysis, it is time to look deeper into the potential of a given population in order to determine if there is a potential for sales and profits. This is called a “Market Opportunity Analysis” (Ogden & Ogden, 2014), and it is conducted for the marketing team to be able to determine if the market under consideration has the required elements for the organization to make a profit.
Elements frequently considered on whether or not to enter into a market are Michael Porter’s (1979) five competitive strategies. Although Porter’s work was conducted 30 years ago, Porters five competitive strategies have stood the test of time and are used today in virtually every industry around the globe (Renko, Sustic, & Butigan, 2011): Rivalry among existing competitors; bargaining power of suppliers; bargaining power of buyers; threat of substitute products or services; and threat of new entrants (Porter). Understanding how each strategy impacts the organization’s industry as well as the surrounding members can be key to being able to identify the best markets with the highest probability of opportunities. Below is a graph of the five strategies and characteristics within each strategy.
SMART
Being able to accurately track the organization’s performance against the expectations is a critical activity. If the marketing strategy is performing below expectations, slight adjustments can be made in many cases. In extreme cases, the organization may have to reconsider its entire marketing strategy. One method for monitoring the marketing strategy’s progress toward meeting organizational objectives is to use the SMART metric of measurement. This stands for Specific, Measurable, Attainable, Relevant, and Time (Ogden & Ogden, 2014). While the objectives can be for all the areas within marketing, this metric is most often used to measure whether or not the overall marketing strategy is performing according to expectations.
In addition to the five competitive strategies, another component in the Market Opportunity Analysis is to identify a specific population group most likely to need and buy the organization’s goods or services, a target market. There are three components to identifying a target market: the consumer needs and will purchase your product; the consumer has enough money to purchase your product, and there are enough consumers in this targeted market segment to make it profitable for your organization to sell the product (Ogden & Ogden, 2014).
Methods to communicate with the identified targeted market segment are achieved through the organizations Integrated Marketing Communications (IMC) strategy and will be discussed below.
Consistency with IMC
If the ultimate goal is to positively affect buyer behavior and increase sales which, in turn, will increase shareholder wealth, how might an organization set about communicating in such a manner that will attract .
The document discusses a study measuring the effectiveness of digital advertising within videogames. Researchers partnered with game developer EA and advertisers like Samsung to place ads in the game Battlefield 2142. Over 600 gamers were surveyed before and after exposure to see if brand awareness, recall, and perceptions changed. Key findings included that this type of "core" gamer spends significant time playing games instead of traditional media, making them a valuable audience that is hard to reach otherwise. The in-game ads were found to increase awareness for some brands more than others, showing potential for this new advertising medium.
Half Of All Advertising Doesnt Work, The Trouble Is We Dont Know Which Half!adnangalabhai
The document discusses the evolution of advertising effectiveness measurement from early models like AIDA to modern approaches used by companies like Kraft and Nestle. It argues that while the quote "half of all advertising doesn't work" was true when first said, approaches now exist for marketers to credibly measure advertising ROI. The document concludes that few companies have successfully implemented accountability, and marketers must justify advertising spend like these examples or risk marketing's strategic role diminishing.
Leveraging gamification in brand building strategies
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Contents lists available at ScienceDirectJournal of Busine.docxdickonsondorris
Contents lists available at ScienceDirect
Journal of Business Research
journal homepage: www.elsevier.com/locate/jbusres
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Finka,b,⁎, Monika Kollerc, Johannes Gartnerd, Arne Flohe,f, Rainer Harmsg
a IFI Institute for Innovation Management, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
bAnglia Ruskin University, East Road, Cambridge, UK
c Institute for Marketing & Consumer Research, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
d Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, FI-00076 Helsinki, Finland
e Department of Marketing and Retail Management, University of Surrey, Guildford, Surrey GU2 7XH, UK
f Institute for Marketing, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
gUniversity of Twente, Entrepreneurship, Strategy & Innovation Management, Drienerlolaan 5, 7522, NB, Enschede, the Netherlands
A R T I C L E I N F O
Keywords:
Entrepreneurial marketing
Social media
Community-based marketing
Celebrity endorser credibility
Influencer marketing
Longitudinal study
A B S T R A C T
Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of
communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in en-
trepreneurial marketing on social media and they might become only short-lived. Employing structural equation
modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among
234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is
mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate
the long-term effects of entrepreneurial marketing on social media. We present the contributions and implica-
tions of our findings as they affect research and practice.
1. Introduction
Entrepreneurial marketing is a practice and field of research that
has developed rapidly over the last three decades (Hills & Hultman,
2011; Hills, Hultman, & Miles, 2008; Kilenthong, Hultman, & Hills,
2016) It leverages the new logic of social media and has the potential to
disruptively innovate consumer communication in the emerging digital
economy. Facebook communities where individuals self-select into
communities concerned with specific themes, such as entertainment
and sports celebrities, offer an attractive marketing option for growing
numbers of firms (Hennig-Thurau et al., 2010). Sports celebrity en-
dorsement is one of the oldest marketing strategies for enhancing the
image of a brand and heig.
Measuring the overall effectiveness of offers is often a struggle.
Whether assessing in-store circulars, digital coupons, direct mailers or other vehicles, the key question is how to ensure promotions are effectively driving total value for a pharmacy.
https://youtu.be/57ghR94SYXM
151204_Inside Big Data_How Big Data Enhanced the “Art” of MarketingHawthorne
The document discusses how big data has impacted and enhanced the creative side of marketing. It argues that while big data provides more metrics and data for marketers to use, creativity is still needed to develop compelling campaigns that resonate with consumers. Big data can help marketers more precisely define their target audiences and identify the best media placements, but creative content is required to stimulate an emotional response from recipients. When big data is combined with creativity, it allows marketers to develop more effective campaigns that reach consumers in a meaningful way.
Gamification offers significant potential benefits for businesses but is often misunderstood and misapplied. When implemented as a methodology that draws on human psychology research around gameplay, gamification can deeply engage users by appealing to basic human instincts and harnessing emotions like motivation, collaboration and problem solving. Successful examples demonstrate gamification's ability to drive behavior change, enhance learning, and establish longer-term customer relationships through psychological engagement. However, businesses must move beyond superficial rewards and implement gamification as a holistic framework to realize its full impact.
Marketing and PR functions involve market research, analysis, and promotion strategies. Market research collects information on target audiences through quantitative and qualitative methods to understand consumer wants. Market analysis interprets this research to identify market size, trends, and opportunities. Effective promotion strategies include advertising, branding, and events to raise product awareness and influence consumer purchasing.
Strata-G Communications is a marketing agency that has expertise in both B2B and B2C marketing for the building trades industry. Over their 15 years in business, major companies have relied on Strata-G for various marketing disciplines and objectives. They offer integrated marketing services including advertising, public relations, digital marketing and direct marketing to help clients build brand awareness, generate leads, and show strong returns on marketing investments.
Collaboration across business units and with external partners is essential for innovation but difficult to achieve. Leaders must change cultures from "win-lose" to "win-win" by collaborating themselves. Soft skills like listening, trust-building and effective conversations are key to collaboration but often lacking. Training can improve soft skills and measure collaboration's impact, starting with self-awareness and conversation skills. Successful partnerships like Senseo coffee show the benefits of collaboration in creating new innovations.
Marketers face increasing pressure to drive innovation while delivering proven results and making sense of a large amount of data. While collaboration and creativity are important for innovation, middle management can sometimes stifle new ideas, and senior leaders must champion innovation from the top. Additionally, testing new ideas through trials is important to learn what works and what doesn't. Market research provides useful customer insights but cannot replace actual experimentation with new products or services.
Repucom Guest Lecture April 2014 (Thomas More & EHSAL)Wim Mathues
Adapted version of my Repucom guest lectures at Thomas More College (Sponsoring Program) and HUB/EHSAL Management School (Final Seminar on Marketing & Communication).
Brandgym Research Paper - Brand Leadershipdavidnbrandgym
This document summarizes research from Brandgym on what makes a brilliant brand leader. The research found that:
1) Both Marketing Directors and Chief Marketing Officers are seen as extremely important in brand leadership, along with CEOs.
2) The most important qualities of brand leaders are inspiration, passion, and pragmatism. Specifically, creating an inspiring vision, having passion for the brand and consumers, and focusing marketing on growth drivers.
3) Brand leaders need an average of 3.5 years, longer than the average tenure, to have a true impact on a brand through sustained efforts.
The document discusses various communication methods including sending letters by mail or email, calling by phone or video chat, connecting on social media sites, and meeting in person. It then discusses benefits of social media like a sense of community, collaboration, self-expression, and crowdsourcing ideas. Potential risks mentioned include downloading malware from ads or links as well as impersonation scams. The document argues that the value of social media outweighs the risks if used carefully and cautiously.
This document provides a genealogical chart of the author's family. It lists the author's grandparents, parents, siblings, and the author's position as the youngest child in the family. The chart includes the names of the author's paternal and maternal grandparents, as well as their parents, siblings, and the author's own name as the youngest child.
# 更正:圖中那鉀離子交換幫浦應改為鈉出鉀入
# Revised: Sodium-potassium pump should be in opposite direct
(Sodium out and potassium into the cells)
整理Cecil Internal Medicine 筆記
回顧簡單的心臟電生理學
從離子通道開啟到高血鉀的心肌電氣變化
Study Note of Cecil Internal Medicine 25th Ed.
and Tex Heart Inst J 2006; 33:40-7
From ion channel to hyperkalemia
Welcome to My page:
https://www.facebook.com/InternalMedDoc
The document contains a scheme of work for an English language class. It outlines 11 chapters to be covered from January to August, with topics including likes and dislikes, occupations, animals, inventions, and computers. Each chapter includes learning outcomes, activities, educational emphasis, vocabulary, grammar, and sound system focus. Activities involve discussions, role-plays, reading comprehension, and writing exercises.
This document provides training and guidelines for school personnel on the administration of prescription and non-prescription medications to students. It outlines Oregon law and rules regarding which staff can administer medications, requirements for labeling and storing medications, documentation procedures, potential medication errors, and ensuring medications are administered correctly during activities away from school. School districts must adopt policies for medication administration and only train staff can give medications to students in accordance with physicians' instructions and parents' permissions.
Individual IMC critique
Contents
Contents ............................................................................................................................................... 2
Overview of the Business .............................................................................................................. 3
IMC challenge .................................................................................................................................... 3
Communication strategy ............................................................................................................... 3
Message ........................................................................................................................................... 3
Source .............................................................................................................................................. 6
Creative strategy ........................................................................................................................... 10
Appeals ......................................................................................................................................... 10
Execution ..................................................................................................................................... 12
Media Mix ......................................................................................................................................... 13
Recommendations and conclusions ...................................................................................... 14
References ....................................................................................................................................... 15
Appendix A – tomwaterhouse.com social media pages ................................................. 16
Appendix B – Various facebook Advertisments ................................................................ 18
Appendix C – Google Advertisement ..................................................................................... 19
Appendix D – Spoof Ad ............................................................................................................... 19
Overview of the Business
Tom Waterhouse is a fourth generation bookmaker (Waterhouse, 2012), he was
first exposed to the industry in 2001 helping his father Robert on race days at
Rosehill (Elliot, 2012). From there Waterhouse acquired his bookmaking
licensee for greyhounds and soon after thoroughbreds and in 2003 under his
fathers supervision began working ‘on the rails’ himself, initially building a VIP
cliental (Elliot, 2012). By 2008 Waterhouse had become one of Australians
biggest on track bookmakers, during the 2008 Melbourne spring carnival (which
includes the Melbourne cup) Waterhouse’s on track betting agency held
$20million worth of bets, a figure larger than all other on.
Week Two Lecture Market Opportunity AnalysisOnce an organizati.docxalanfhall8953
Week Two Lecture
Market Opportunity Analysis
Once an organization has conducted an environmental analysis, it is time to look deeper into the potential of a given population in order to determine if there is a potential for sales and profits. This is called a “Market Opportunity Analysis” (Ogden & Ogden, 2014), and it is conducted for the marketing team to be able to determine if the market under consideration has the required elements for the organization to make a profit.
Elements frequently considered on whether or not to enter into a market are Michael Porter’s (1979) five competitive strategies. Although Porter’s work was conducted 30 years ago, Porters five competitive strategies have stood the test of time and are used today in virtually every industry around the globe (Renko, Sustic, & Butigan, 2011): Rivalry among existing competitors; bargaining power of suppliers; bargaining power of buyers; threat of substitute products or services; and threat of new entrants (Porter). Understanding how each strategy impacts the organization’s industry as well as the surrounding members can be key to being able to identify the best markets with the highest probability of opportunities. Below is a graph of the five strategies and characteristics within each strategy.
SMART
Being able to accurately track the organization’s performance against the expectations is a critical activity. If the marketing strategy is performing below expectations, slight adjustments can be made in many cases. In extreme cases, the organization may have to reconsider its entire marketing strategy. One method for monitoring the marketing strategy’s progress toward meeting organizational objectives is to use the SMART metric of measurement. This stands for Specific, Measurable, Attainable, Relevant, and Time (Ogden & Ogden, 2014). While the objectives can be for all the areas within marketing, this metric is most often used to measure whether or not the overall marketing strategy is performing according to expectations.
In addition to the five competitive strategies, another component in the Market Opportunity Analysis is to identify a specific population group most likely to need and buy the organization’s goods or services, a target market. There are three components to identifying a target market: the consumer needs and will purchase your product; the consumer has enough money to purchase your product, and there are enough consumers in this targeted market segment to make it profitable for your organization to sell the product (Ogden & Ogden, 2014).
Methods to communicate with the identified targeted market segment are achieved through the organizations Integrated Marketing Communications (IMC) strategy and will be discussed below.
Consistency with IMC
If the ultimate goal is to positively affect buyer behavior and increase sales which, in turn, will increase shareholder wealth, how might an organization set about communicating in such a manner that will attract .
The document discusses a study measuring the effectiveness of digital advertising within videogames. Researchers partnered with game developer EA and advertisers like Samsung to place ads in the game Battlefield 2142. Over 600 gamers were surveyed before and after exposure to see if brand awareness, recall, and perceptions changed. Key findings included that this type of "core" gamer spends significant time playing games instead of traditional media, making them a valuable audience that is hard to reach otherwise. The in-game ads were found to increase awareness for some brands more than others, showing potential for this new advertising medium.
Half Of All Advertising Doesnt Work, The Trouble Is We Dont Know Which Half!adnangalabhai
The document discusses the evolution of advertising effectiveness measurement from early models like AIDA to modern approaches used by companies like Kraft and Nestle. It argues that while the quote "half of all advertising doesn't work" was true when first said, approaches now exist for marketers to credibly measure advertising ROI. The document concludes that few companies have successfully implemented accountability, and marketers must justify advertising spend like these examples or risk marketing's strategic role diminishing.
Leveraging gamification in brand building strategies
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Contents lists available at ScienceDirectJournal of Busine.docxdickonsondorris
Contents lists available at ScienceDirect
Journal of Business Research
journal homepage: www.elsevier.com/locate/jbusres
Effective entrepreneurial marketing on Facebook – A longitudinal study
Matthias Finka,b,⁎, Monika Kollerc, Johannes Gartnerd, Arne Flohe,f, Rainer Harmsg
a IFI Institute for Innovation Management, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
bAnglia Ruskin University, East Road, Cambridge, UK
c Institute for Marketing & Consumer Research, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
d Department of Management Studies, Aalto University, School of Business, Lapuankatu 2, FI-00076 Helsinki, Finland
e Department of Marketing and Retail Management, University of Surrey, Guildford, Surrey GU2 7XH, UK
f Institute for Marketing, Johannes Kepler University Linz, Altenbergerstrasse 69, 4040 Linz, Austria
gUniversity of Twente, Entrepreneurship, Strategy & Innovation Management, Drienerlolaan 5, 7522, NB, Enschede, the Netherlands
A R T I C L E I N F O
Keywords:
Entrepreneurial marketing
Social media
Community-based marketing
Celebrity endorser credibility
Influencer marketing
Longitudinal study
A B S T R A C T
Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of
communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in en-
trepreneurial marketing on social media and they might become only short-lived. Employing structural equation
modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among
234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is
mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate
the long-term effects of entrepreneurial marketing on social media. We present the contributions and implica-
tions of our findings as they affect research and practice.
1. Introduction
Entrepreneurial marketing is a practice and field of research that
has developed rapidly over the last three decades (Hills & Hultman,
2011; Hills, Hultman, & Miles, 2008; Kilenthong, Hultman, & Hills,
2016) It leverages the new logic of social media and has the potential to
disruptively innovate consumer communication in the emerging digital
economy. Facebook communities where individuals self-select into
communities concerned with specific themes, such as entertainment
and sports celebrities, offer an attractive marketing option for growing
numbers of firms (Hennig-Thurau et al., 2010). Sports celebrity en-
dorsement is one of the oldest marketing strategies for enhancing the
image of a brand and heig.
Antecedents of brand recall and brand attitude towards purchase intention in ...Alexander Decker
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International Journal of Academic Research and Development
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IMG Digital Group (http://imgdigit.com/) was founded by Matt Gentile, former Global Director of Social Media for the CENTURY 21 brand, Matt is a seasoned marketing professional with extensive experience in developing and leading PR and Social Media teams as well as developing and executing brand marketing strategies.
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2. Marketing Strategy Rationale
Contents
Marketing Strategy Rationale.................................................................................................................2
Terms of reference..............................................................................................................................2
Planning basis......................................................................................................................................2
Strategic planning model....................................................................................................................3
Description of phases of marketing activity .......................................................................................3
Conclusion...........................................................................................................................................4
References ..............................................................................................................................................5
Appendix 1: Detailed Marketing Strategy...............................................................................................7
Terms of reference
The purpose of this marketing strategy is to create demand for a new themed console game;
StarWars Battlefront.
Initial research into the product category and target market found that ‘immersion’ within a
virtual world of a console game is a key feature for consumers, providing a powerful experience
when consumers are effectively engaged by the game (Brown & Cairns, 2004). Immersive games set
out to create a virtual reality, which at its most powerful, allows the “virtual” frame of the
environment to fall away leading to a temporary suspension of real world consciousness (Calleja,
2007). During gameplay this effect can lead to the participant adopting and believing that they are a
persona within the imaginary world (Calleja, 2011). Role play is another important feature giving a
player a functional role and initial ‘status level’ within a loosely structured hierarchical community.
Players gain experience and acquire higher skill levels through gameplay, raising their level and
status within the game. In this way, role and status contribute to the structure, development and
order of a community (Pan, Kuo & Lee, 2007).
These features – immersion in the virtual world, or distracting/engaging the player through
role play & status combine to form a framework of escapism (Calleja, 2010). Further studies adding
weight to the case for escapism have explored the role of excessive gaming as a coping mechanism
for responding to an increase in real life pressures (Kardefelt-Winther, 2014).
Planning basis
This strategy therefore aims to position StarWars Battlefront as being immersive and
engaging, seeking to invite the consumer to imagine that the game pivots around them as an
individual. The target audience for console gaming is primarily male adolescents, as they have been
found to spend more time gaming than the average person (Griffiths, Davies & Chappell, 2004).
However the strategy will also aim to target a wider audience of men in general, as contrasting
evidence has been found to suggest a segment of adult males who game as much or more than
adolescents (Griffiths, Davies & Chappell, 2004).
3. Strategic planning model
The model applied to plan the marketing strategy is the ‘why-how-what’ or golden circle tool
advocated by Simon Sinek in one of the ‘most viewed’ TED presentations (Sinek, 2009). The Sinek
model provides a simplified framework to be sure that objectives or ‘mission’ precede strategy,
which in turn shapes the planning of tactics and marketing activity in a clear and logical sequence.
Description of phases of marketing activity
The first phase of the strategy is to raise anticipation for the launch of the product. Specific
tactics and activities include the use of “teaser advertising” to generate product awareness and
interest. Under this advertising approach the consumer is teased with very little information in an
advertisement, with-holding further details at this stage to create an information gap, inviting a
need and desire to know in the mind of the consumer (Trehan & Mann, 2012). This has been shown
to be highly effective in generating word of mouth discussion about a new product (Thorbjørnsen et
al, 2015). Social media marketing also features through the “seeding” of targeted social media
networks to generate discussion about a new product, with the aim of this discussion spreading to a
wider audience (Hinz et al, 2011). Successful seeding activity selects well connected, influential
individuals to participate in a product trial. The Hawthorne effect can apply whereby persuading an
individual that they are privileged in trialling something new can lead to the forming of a positive
opinion regardless of the actual experience of the trial itself (Kirby & Marsden, 2006). The activity
sets out to generate positive reviews of the game. Using the positive effect of opinion leaders is vital
in transferring information to the average consumer (Evans and Fill, 2000). The success of this phase
can be assessed using studies of spontaneous awareness of the new product, prompted awareness
of it, positive preview product reviews or comments.
The second phase is to announce the official product launch. Event marketing is used to
create a “launchday” event, cited as highly effective in gaming (Johnston, 2007). Launch events can
Mission
First phase
Raise
anticipation
Second
phase
Launch
Third phase
Drive sales
4. also act as an opportunity to communicate key information and begin to push sales to the consumer
(Hoyle, 2002). It can also be effective to reach out to known prospective customers using database
marketing. This approach collects and uses personal customer data to increase sales through
promoting directly to individuals to encourage commitment and loyalty (Tao & Yeh, 2003).
Furthermore, database marketing at scale can allow market segmentation through analysis of
behaviour and product spend by individual customers to group them into targetable segments
(Kahan, 1998). Database marketing activity could be optimised through a focus on customers within
the target audience who have previously purchased similar products from game developer
Electronic Arts. Thirdly Kotler & Mindak (1978) stress that PR can play a role, working hand in hand
with marketing to create newsworthy information about the launch. Success can be measured
through prompted awareness of launch date, queuing & attendance at launches.
The third and final phase will be to drive product sales following launch. This will be
achieved partly through advertising applying a clear and obvious ‘call to action’ (CTA). This applies
the principle that at this stage awareness and interest have been established, so consumers now
need to know what to do rather than what to think (Smith, 2006). It is considered the centrepiece of
social media marketing, which suggests that customers need to be prompted to perform a specific
action (Smith, 2006). Two promotional offers can be tested against each other through appropriate
marketing channels such as website banners. Performance can be improved through the most
effective offer becoming the ‘lead offer’ after careful measurement and analysis of early results.
Thirdly a partnering relationship with large scale retail distributors can also be pursued, this has
been shown to increase productivity and efficiency in distribution, leading to improved sales volume
(Lynagh & Poist, 1984). Success measures are sales by offer, results of the testing of offers & retail
volume sold by targeted partnering retailer(s).
Conclusion
In conclusion, this marketing strategy has aimed to provide a carefully planned and detailed
methodology to create demand for a new StarWars Battlefront console game product. The
marketing tactics and activities proposed have been phased in a logical sequence to raise
anticipation, deliver a successful launch then follow through to generate product sales.
5. References
Brown, E., & Cairns, P. (2004). A Grounded Investigation of Game Immersion. Late Breaking
Results Paper, 1297-1300.
Calleja, G. (2007). Digital game involvement, a conceptual model. Games and Culture, 2(3),
236-260.
Calleja, G. (2010). Digital games and escapism. Games and Culture, 5(4), 335-353.
Calleja, G. (2011). In game: From immersion to incorporation. Massachusetts: MIT Press.
Evans, M., & Fill, C. (2000). Extending the communication process: the significance of
personal influencers in UK motor markets. International Journal of Advertising, 19(3), 377-396.
Griffiths, M. D., Davies, M. N., & Chappell, D. (2014). Online computer gaming: a comparison
of adolescent and adult gamers. Journal of Adolescence, 27(1), 87-96.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing:
An empirical comparison. Journal of Marketing, 75(6), 55-71.
Hoyle, L. H. (2002). Event marketing: How to successfully promote events, festivals,
conventions, and expositions (Vol. 2). John Wiley & Sons.
Johnston, M. A. (2007). A review of the application of event studies in marketing. Academy
of Marketing Science Review, 2007, 1.
Kahan, R. (1998). Using database marketing techniques to enhance your one-to-one
marketing initiatives. Journal of Consumer Marketing, 15(5), 491-493.
Kardefelt-Winther, D. (2014). The moderating role of psychosocial well-being on the
relationship between escapism and excessive online gaming. Computers in Human Behaviour, 38, 68-
74.
Kirby, J., & Marsden, P. (2006). Connected marketing: the viral, buzz and word of mouth
revolution. Elsevier.
Kotler, P., & Mindak, W. (1978). Marketing and public relations. Journal of Marketing, 42(4),
13-20.
Lynagh, P. M., & Poist, R. F. (1984). Managing physical distribution/marketing interface
activities: cooperation or conflict?.Transportation Journal, 36-43.
Pan, Y., Kuo, L., & Lee, J. (2007). Sociability Design Guidelines for the Online Gaming
Community: Role Play and Reciprocity. Online Communities and Social Computing, 424-434.
Sinek, S. (2009). Start With Why. London: Penguin
Thorbjørnsen, H., Ketelaar, P., Van't Riet, J., & Dahlén, M. (2015). How Do Teaser
Advertisements Boost Word of Mouth about New Products?. Journal of Advertising research, 55(1),
73-80.
Tao, Y. H., & Yeh, C. C. R. (2003). Simple database marketing tools in customer analysis and
retention. International Journal of Information Management, 23(4), 291-301.
6. Trehan, K, & Maan, G. S. (2012). Teaser Campaigns: An Effective Advertising Execution for
Varied Goods, Services and Ideas. Journal of Mass Communication and Journalism, 2(11).
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