Understanding clients and their requirements is key to marketing success. There are several techniques to understand clients, including putting oneself in their shoes, using customer data, and conducting satisfaction surveys. Understanding the market is also important to ensure business success through thorough research of competitors, potential customers, and gaps in the market. Tools like SWOT analysis, audience profiling, and the 4Ps of the marketing mix can help analyze the client/market. Holding events, endorsements, advertising, sponsorship, and merchandising are various marketing strategies that can raise brand awareness when done effectively.
This document discusses marketing and the marketing mix model. It defines marketing and explores various elements of the marketing environment including economic, legal, political, demographic, competitive, cultural, institutional, and technological factors. It then explains the marketing mix model using the four Ps - product, price, place, and promotion. Specific questions are provided for each P to help define marketing strategies. The document also discusses tools and instruments used for tourism marketing, including various forms of advertising, public relations, trade shows, and word-of-mouth promotion.
The document provides an overview of key marketing and public relations concepts, including:
- The importance of understanding clients and the market in marketing.
- Tools for market research like SWOT analysis and marketing maps.
- Defining the 4 Ps of the marketing mix: product, price, place, and promotion.
- Explaining audience profiling and common information included.
- The purposes of various PR tactics like press releases, media packs, and networking.
This document provides an overview of key marketing and public relations concepts and techniques. It discusses the importance of understanding clients and markets in marketing. It also explains tools like SWOT analysis, audience profiling, and the four Ps of the marketing mix (product, price, place, promotion). In public relations, it outlines press releases, media packs, briefings, conferences, handouts, interviews, photo opportunities, networking and useful contacts. The document aims to help understand principal methods in marketing and PR.
This document discusses various marketing concepts and techniques, including:
- The importance of understanding clients and their requirements.
- Using techniques like questionnaires and SWOT analyses to understand the target market.
- Defining audience profiling and the types of demographic information included.
- Explaining the four elements of the marketing mix: product, price, promotion, and place.
- Providing examples of how companies like Coca-Cola use different marketing materials and strategies.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
YMA Fashion Scholarship Fund - Birchbox FinalCaitlin Bailot
This document provides a business plan summary for Birchbox, a beauty subscription service. It begins with a SWOT analysis comparing Birchbox to its main competitors, Ipsy and Glossybox. It then analyzes Birchbox's current customer base. The plan proposes a new "Unlock the Box" program to encourage existing customers to spend more on additional themed boxes. It also introduces a new brand positioning statement. For expansion, the plan suggests partnerships between Birchbox and Nordstrom department stores and the mobile app Pocket Points. The Nordstrom partnership would feature Birchbox boxes and samples in select stores in exchange for highlighting Nordstrom products in Birchbox boxes. The Pocket Points partnership would reward users
Finders Keepers Market Research trainingRob Greenland
The document provides guidance on conducting market research for small businesses. It outlines steps to understand the target market, research the market through secondary and primary sources, analyze the findings to identify opportunities and niche markets, and use the insights to inform business decisions. Key aspects covered include defining the target market, assessing competitors and customers through surveys and interviews, using demographic data and market segmentation to understand customer groups, and estimating the potential market size.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
This document discusses marketing and the marketing mix model. It defines marketing and explores various elements of the marketing environment including economic, legal, political, demographic, competitive, cultural, institutional, and technological factors. It then explains the marketing mix model using the four Ps - product, price, place, and promotion. Specific questions are provided for each P to help define marketing strategies. The document also discusses tools and instruments used for tourism marketing, including various forms of advertising, public relations, trade shows, and word-of-mouth promotion.
The document provides an overview of key marketing and public relations concepts, including:
- The importance of understanding clients and the market in marketing.
- Tools for market research like SWOT analysis and marketing maps.
- Defining the 4 Ps of the marketing mix: product, price, place, and promotion.
- Explaining audience profiling and common information included.
- The purposes of various PR tactics like press releases, media packs, and networking.
This document provides an overview of key marketing and public relations concepts and techniques. It discusses the importance of understanding clients and markets in marketing. It also explains tools like SWOT analysis, audience profiling, and the four Ps of the marketing mix (product, price, place, promotion). In public relations, it outlines press releases, media packs, briefings, conferences, handouts, interviews, photo opportunities, networking and useful contacts. The document aims to help understand principal methods in marketing and PR.
This document discusses various marketing concepts and techniques, including:
- The importance of understanding clients and their requirements.
- Using techniques like questionnaires and SWOT analyses to understand the target market.
- Defining audience profiling and the types of demographic information included.
- Explaining the four elements of the marketing mix: product, price, promotion, and place.
- Providing examples of how companies like Coca-Cola use different marketing materials and strategies.
Every CEO's Secret Weapon for Growth: Know Your Consumer
November 2013
You've heard the mandate "Know Your Consumer" but do you understand its true value to your company? Leaders who regularly tap consumer insight know that this is the key lever for sustained business growth. In this white paper, we examine methods of closing the company-consumer gap, and dig into examples of well-known companies that have done so successfully.
YMA Fashion Scholarship Fund - Birchbox FinalCaitlin Bailot
This document provides a business plan summary for Birchbox, a beauty subscription service. It begins with a SWOT analysis comparing Birchbox to its main competitors, Ipsy and Glossybox. It then analyzes Birchbox's current customer base. The plan proposes a new "Unlock the Box" program to encourage existing customers to spend more on additional themed boxes. It also introduces a new brand positioning statement. For expansion, the plan suggests partnerships between Birchbox and Nordstrom department stores and the mobile app Pocket Points. The Nordstrom partnership would feature Birchbox boxes and samples in select stores in exchange for highlighting Nordstrom products in Birchbox boxes. The Pocket Points partnership would reward users
Finders Keepers Market Research trainingRob Greenland
The document provides guidance on conducting market research for small businesses. It outlines steps to understand the target market, research the market through secondary and primary sources, analyze the findings to identify opportunities and niche markets, and use the insights to inform business decisions. Key aspects covered include defining the target market, assessing competitors and customers through surveys and interviews, using demographic data and market segmentation to understand customer groups, and estimating the potential market size.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
Marketing communication - Mapping Philip Kotler to Digitaljaydeep chakraborty
Philip Kotler had defined marketing communication long back. How relevant is it in the digital era? See how the basic theories of marketing communication map to digital strategy.
Empowerment through Enterprise - sales and marketing, the engine and the energycaniceconsulting
This document provides guidance on branding and marketing for small businesses. It discusses developing a brand story and defining the target market. Key aspects of branding covered include coming up with a name, choosing colors, building credibility, and creating consistent branding across all marketing materials. The document also distinguishes between marketing and sales, emphasizing that marketing is long-term relationship building while sales focuses on individual transactions. It provides tips on digital marketing tools like websites, social media, and email marketing to promote small businesses.
The document discusses strategies for New Balance to boost e-commerce sales. It recommends that New Balance establish an e-commerce team composed of various roles like finance, marketing, analytics, customer service, merchandising, development, user experience and creative. It then describes six e-commerce selling tactics that New Balance could implement, such as personalization based on customer data, subscription models like Stitch Fix, utilizing product experts to advise customers, and establishing a community for customers to interact directly with brands. The goal is for New Balance to better target and engage customers through personalized recommendations and experiences on their e-commerce platform.
This module discusses ways for creative entrepreneurs to monetize their knowledge and skills by selling services online. It examines the differences between selling products versus services, and provides case studies of creative entrepreneurs successfully selling their services online. Some key platforms mentioned for selling creative services include Upwork, Freelancer, Creativepool, and Zealous. The module also discusses challenges of selling services like having limited time and meeting unique client needs, and provides tips for how to effectively sell services by being specific about what is offered, demonstrating flexibility, and using testimonials. Other ways discussed to monetize knowledge include freelancing, turning a blog into a business, vlogging, and starting an online course.
During this session, participants will learn about market research and customer personas. They will create a customer persona for their business idea and identify target customer segments. Various market research tools and methods will be discussed, and participants will develop survey questions to test assumptions about customer needs and the desirability of their product or service idea. The importance of market research for understanding customers and iterating on business ideas will be emphasized.
This module discusses pricing strategies for ecommerce businesses. It explains that price is a key factor for online shoppers, with over 60% citing it as the most important purchase decision factor. The module then provides tips for setting competitive prices, including covering a range of price points, offering discounts for larger orders, and using psychological pricing techniques like charm pricing. It also explores different pricing approaches like cost-based pricing, market-oriented pricing, and consumer-oriented pricing. Finally, it lists 15 ways to increase conversion rates, such as using product videos, reviews, and optimizing for mobile and checkout speed.
This document provides information about online marketplaces for selling products as a creative entrepreneur. It defines online marketplaces and discusses the benefits of using them, such as avoiding the need to set up your own payment processing and reaching a wider audience with less investment. The document analyzes several major online marketplaces (Amazon, eBay, Etsy, Bonanza) and provides tips for selling effectively on each platform. It concludes that the best marketplace depends on the types of products being sold and suggests Etsy for handmade goods.
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
This document discusses key concepts in defining and segmenting target markets. It begins by explaining the importance of understanding customer demographics, geographic locations, psychographics, and behaviors in order to tailor marketing and sales efforts. Next, it discusses segmenting the overall market into narrower groups with specific, measurable characteristics that are large enough and reachable. Examples are provided to illustrate segmenting a broad unemployed market into recent college graduates and professionals in transition. The key takeaway is that narrowly defining the target market allows businesses to create highly focused marketing campaigns that directly meet customer needs.
The document discusses content distribution strategies for e-commerce companies. It describes Styla as a content commerce solution that allows brands to create shoppable online magazines. Styla has a team of content strategists who focus on engaging audiences and increasing traffic through social media. The document then details Styla's approach to distributing magazine content on Facebook through storytelling. It provides a case study of Styla's work with Graziashop, an online retailer, and how their strategy increased Graziashop's Facebook reach and click-through rates.
The aim of this module is to emphasise the importance of marketing in relation to your business idea. In regards to marketing this course looks at; what is marketing, the four P's of marketing and also it explores the idea of marketing through social media and how to ensure you are maximising its effectiveness.
Laser & Beauty Institute Marketing PresentationElliott Farber
This document provides an overview of business marketing strategies. It begins with introducing the speaker and their company. The presentation then covers key topics like branding, defining your target audience, setting marketing goals and budgets. Specific marketing channels discussed include print marketing, media marketing using TV and radio, and internet marketing. The importance of a business website is emphasized as the first step in an effective internet marketing strategy. Overall, the presentation provides a high-level introduction to developing and implementing a multi-channel marketing plan for a business.
Label and packaging design is more important than most people think. An impressive packaging design makes your product stand out from other competing brands, attracts prospects and shares details about your product. Above all, it is the first, 'real' touch point with the consumer, and the deciding factor to whether the prospect chooses your brand or not.
We all know that packaging label design is a means of communicating the brand's value proposition, what it is, why it is different and better than others. Labels and packaging graphic design needs to align with brand messaging and marketing strategy; it needs to make sense for the product's use; it must be tailored for the market category and target group.
This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.
Encore Media is a full-service direct marketing agency specializing in Spanish language marketing. They focus on reaching Hispanic audiences through television, radio, print and internet advertising. Encore Media has expertise in media planning and buying, creative services, and analyzing campaign results to help clients succeed in the Hispanic market, especially in Los Angeles, which has the largest Hispanic population in the US.
Learn the latest in print technology: RFID technology embedded in paper. As costs for RFID and NFC tags continue to decrease, and phone manufacturers incorporate NFC capabilities into their products, RFID is being embraced in marketing campaigns, products, and events across the world. RFID in marketing brings a certain level of interaction to campaigns. Whereas traditional advertising campaigns push a message onto the consumer, interactive campaigns invite the consumer to engage with the brand.
Consumers have their smartphones or tablets in hand all the time. NFC (Near Field Communications) is a technology that invites consumers to connect directly with your advertisements, signage, displays, and other printed communications. NFC shortens the distance between inquiry and action. It lets customers spend more time engaging and making purchases through an interactive experience rather than just visiting a static web page.
This presentation was given by Brook Spaulding, Principal of Verivis Consulting, and Mariah Hunt, Owner of Hunt Direct, at NEDMA's 2015 Annual Conference.
Curran & Connors is a communications design firm that has helped organizations tell their stories through various mediums for over 40 years. They provide creative solutions and dedicated project management to help clients communicate effectively with different audiences. The firm has 16 locations, 4 design studios, and a team of salespeople and designers. They take a best-in-breed approach using in-house specialists in areas like web development, printing, and project management. Their services include stakeholder reports, interactive media, advertising & marketing, and branding. They have worked with many Fortune 500 and S&P 500 companies on projects such as annual reports, websites, presentations, and branding materials.
This document discusses various marketing and public relations techniques. It explains that understanding customers is key to success and companies should get feedback to meet customer needs. Marketing techniques like surveys, SWOT analysis, audience profiling and the 4 Ps (product, price, place, promotion) are discussed. Public relations tools like press releases, media packs, briefings and conferences are explained. The document also covers sponsorship, endorsements, events, merchandising and handouts. Understanding techniques like these can help companies effectively market and manage public relations.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
Marketing communication - Mapping Philip Kotler to Digitaljaydeep chakraborty
Philip Kotler had defined marketing communication long back. How relevant is it in the digital era? See how the basic theories of marketing communication map to digital strategy.
Empowerment through Enterprise - sales and marketing, the engine and the energycaniceconsulting
This document provides guidance on branding and marketing for small businesses. It discusses developing a brand story and defining the target market. Key aspects of branding covered include coming up with a name, choosing colors, building credibility, and creating consistent branding across all marketing materials. The document also distinguishes between marketing and sales, emphasizing that marketing is long-term relationship building while sales focuses on individual transactions. It provides tips on digital marketing tools like websites, social media, and email marketing to promote small businesses.
The document discusses strategies for New Balance to boost e-commerce sales. It recommends that New Balance establish an e-commerce team composed of various roles like finance, marketing, analytics, customer service, merchandising, development, user experience and creative. It then describes six e-commerce selling tactics that New Balance could implement, such as personalization based on customer data, subscription models like Stitch Fix, utilizing product experts to advise customers, and establishing a community for customers to interact directly with brands. The goal is for New Balance to better target and engage customers through personalized recommendations and experiences on their e-commerce platform.
This module discusses ways for creative entrepreneurs to monetize their knowledge and skills by selling services online. It examines the differences between selling products versus services, and provides case studies of creative entrepreneurs successfully selling their services online. Some key platforms mentioned for selling creative services include Upwork, Freelancer, Creativepool, and Zealous. The module also discusses challenges of selling services like having limited time and meeting unique client needs, and provides tips for how to effectively sell services by being specific about what is offered, demonstrating flexibility, and using testimonials. Other ways discussed to monetize knowledge include freelancing, turning a blog into a business, vlogging, and starting an online course.
During this session, participants will learn about market research and customer personas. They will create a customer persona for their business idea and identify target customer segments. Various market research tools and methods will be discussed, and participants will develop survey questions to test assumptions about customer needs and the desirability of their product or service idea. The importance of market research for understanding customers and iterating on business ideas will be emphasized.
This module discusses pricing strategies for ecommerce businesses. It explains that price is a key factor for online shoppers, with over 60% citing it as the most important purchase decision factor. The module then provides tips for setting competitive prices, including covering a range of price points, offering discounts for larger orders, and using psychological pricing techniques like charm pricing. It also explores different pricing approaches like cost-based pricing, market-oriented pricing, and consumer-oriented pricing. Finally, it lists 15 ways to increase conversion rates, such as using product videos, reviews, and optimizing for mobile and checkout speed.
This document provides information about online marketplaces for selling products as a creative entrepreneur. It defines online marketplaces and discusses the benefits of using them, such as avoiding the need to set up your own payment processing and reaching a wider audience with less investment. The document analyzes several major online marketplaces (Amazon, eBay, Etsy, Bonanza) and provides tips for selling effectively on each platform. It concludes that the best marketplace depends on the types of products being sold and suggests Etsy for handmade goods.
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
This document discusses key concepts in defining and segmenting target markets. It begins by explaining the importance of understanding customer demographics, geographic locations, psychographics, and behaviors in order to tailor marketing and sales efforts. Next, it discusses segmenting the overall market into narrower groups with specific, measurable characteristics that are large enough and reachable. Examples are provided to illustrate segmenting a broad unemployed market into recent college graduates and professionals in transition. The key takeaway is that narrowly defining the target market allows businesses to create highly focused marketing campaigns that directly meet customer needs.
The document discusses content distribution strategies for e-commerce companies. It describes Styla as a content commerce solution that allows brands to create shoppable online magazines. Styla has a team of content strategists who focus on engaging audiences and increasing traffic through social media. The document then details Styla's approach to distributing magazine content on Facebook through storytelling. It provides a case study of Styla's work with Graziashop, an online retailer, and how their strategy increased Graziashop's Facebook reach and click-through rates.
The aim of this module is to emphasise the importance of marketing in relation to your business idea. In regards to marketing this course looks at; what is marketing, the four P's of marketing and also it explores the idea of marketing through social media and how to ensure you are maximising its effectiveness.
Laser & Beauty Institute Marketing PresentationElliott Farber
This document provides an overview of business marketing strategies. It begins with introducing the speaker and their company. The presentation then covers key topics like branding, defining your target audience, setting marketing goals and budgets. Specific marketing channels discussed include print marketing, media marketing using TV and radio, and internet marketing. The importance of a business website is emphasized as the first step in an effective internet marketing strategy. Overall, the presentation provides a high-level introduction to developing and implementing a multi-channel marketing plan for a business.
Label and packaging design is more important than most people think. An impressive packaging design makes your product stand out from other competing brands, attracts prospects and shares details about your product. Above all, it is the first, 'real' touch point with the consumer, and the deciding factor to whether the prospect chooses your brand or not.
We all know that packaging label design is a means of communicating the brand's value proposition, what it is, why it is different and better than others. Labels and packaging graphic design needs to align with brand messaging and marketing strategy; it needs to make sense for the product's use; it must be tailored for the market category and target group.
This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.
Encore Media is a full-service direct marketing agency specializing in Spanish language marketing. They focus on reaching Hispanic audiences through television, radio, print and internet advertising. Encore Media has expertise in media planning and buying, creative services, and analyzing campaign results to help clients succeed in the Hispanic market, especially in Los Angeles, which has the largest Hispanic population in the US.
Learn the latest in print technology: RFID technology embedded in paper. As costs for RFID and NFC tags continue to decrease, and phone manufacturers incorporate NFC capabilities into their products, RFID is being embraced in marketing campaigns, products, and events across the world. RFID in marketing brings a certain level of interaction to campaigns. Whereas traditional advertising campaigns push a message onto the consumer, interactive campaigns invite the consumer to engage with the brand.
Consumers have their smartphones or tablets in hand all the time. NFC (Near Field Communications) is a technology that invites consumers to connect directly with your advertisements, signage, displays, and other printed communications. NFC shortens the distance between inquiry and action. It lets customers spend more time engaging and making purchases through an interactive experience rather than just visiting a static web page.
This presentation was given by Brook Spaulding, Principal of Verivis Consulting, and Mariah Hunt, Owner of Hunt Direct, at NEDMA's 2015 Annual Conference.
Curran & Connors is a communications design firm that has helped organizations tell their stories through various mediums for over 40 years. They provide creative solutions and dedicated project management to help clients communicate effectively with different audiences. The firm has 16 locations, 4 design studios, and a team of salespeople and designers. They take a best-in-breed approach using in-house specialists in areas like web development, printing, and project management. Their services include stakeholder reports, interactive media, advertising & marketing, and branding. They have worked with many Fortune 500 and S&P 500 companies on projects such as annual reports, websites, presentations, and branding materials.
This document provides a final project report on the direct marketing strategy of Regent Plaza Hotel and Convention Centre in Karachi, Pakistan. It includes an introduction, the hotel's mission and vision statements, a brief history of the hotel, details on its current marketing strategies, and a performance measurement and evaluation of the marketing department. The key points are:
1) Regent Plaza currently uses email as its main direct response media along with calls and SMS to target corporate clients.
2) Performance has increased over the last year with a 26% rise in room revenue and 6% increase in occupancy.
3) The report proposes expanding the use of social media and customer feedback to further improve marketing.
ADMA Digital Council: Digital Direct MarketingDatalicious
The document discusses digital direct marketing and targeting approaches. It provides an overview of targeting basics, applications, approaches, options and attribution. It also discusses targeting technology, including off-site and on-site providers, as well as integration options and limitations. Finally, it covers targeting management strategies around developing a strategy, defining segments, and ongoing processes.
The document lists the group members as Somya Maheshwari, Ahmed Ali Syed, Rizwan Ali, and Shubham Gupta. It then discusses four benefits of direct marketing: 1) Direct measurement allows tracking response rates; 2) Specific targeting allows reaching the desired demographic; 3) Production is generally cheap and quick; 4) A list of potential or existing customers can be built for future campaigns.
1) Integrated Brand Promotion (IBP) uses a wide range of promotional tools working together to create brand exposure, including advertising, direct marketing, public relations, sponsorships, and product placements.
2) Advertising is one component of IBP and must meet four criteria - it must be paid for, identify the advertiser, be delivered through mass media, and attempt to persuade.
3) IBP and advertising aim to build brands, introduce new products, and create brand loyalty, though 8 in 10 new products ultimately fail.
Marketing Glossary - London Business Schooljuracrav
The document is a marketing glossary for UK public companies' annual reports edited by Tim Ambler of London Business School in October 2002. It provides definitions for over 300 marketing terms to help improve consistency in terminology used in company annual reports. It was created with support from various marketing organizations to be a resource for those producing and reading annual reports. The glossary provides concise definitions for common marketing terms and metrics.
This document discusses various aspects of distribution logistics. It begins with an overview of distribution logistics and how it addresses deliveries from suppliers to retailers. It then covers the history and development of logistics over time from the 1940s to today. Next, it discusses third-party logistics providers and the types of services they offer including transportation and fulfillment. Finally, it examines the benefits of outsourcing distribution to third parties such as cost savings and the ability to focus on core competencies.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
Contact Anthony William Tucker to discuss hosting this workshop in your community for your city government, chamber of commerce, economic development entity, main street association, or other organizations that contain members who are seeking branding and marketing insight. Email AWT, william@tuckerforoklahoma.com or call, 918-613-0411.
This document provides an integrated marketing communications solution for EMI's launch of an online music store in August 2005. It begins with an analysis of the macro and micro environment of the UK music industry, identifying opportunities and threats from competitors. Research identifies weaknesses in EMI's brand among target consumers. The strategy sets communication objectives and outlines changes needed to the brand's market orientation. It recommends segmentation, targeting and positioning of the store. The message delivery section provides a campaign using public relations, advertising, direct marketing and sales promotions over 12 months. Performance targets are set to increase EMI's digital revenue and market share by 2007.
(ISC)2 Security Congress 2015 - The Cloud Trust Conundrum- You’re Asking all ...Andrew O. Leeth
The document discusses improving cloud vendor security assessments between customers and vendors. It outlines the challenges both parties face, including the overwhelming volume of assessments vendors receive and customers asking the wrong questions. The document provides recommendations for both customers and vendors, such as customers assessing the security of the solution and not just the vendor, and vendors establishing dedicated security teams to efficiently respond to assessments. The goal is for both parties to work together to continuously improve the security assessment process.
The document discusses market segmentation and analyzing consumer behavior for direct mail marketing services provided by Australia Post to their business customers. Specifically, it examines Australia Post's customer Domino's Pizza franchisees, who use direct mail marketing to promote pizza sales. The target market for direct mail includes businesses across Australia seeking new and repeat customers. Research shows most consumers prefer receiving mail over digital communications, suggesting direct mail is an effective marketing channel.
This document provides an overview of payment gateways and systems. It discusses payment basics like issuers, acquirers, and processors. It describes how credit and debit transactions work through KNET in Kuwait. The document also outlines different types of payment providers for credit, debit, and processing services in Kuwait, including KNET, issuer banks, acquirer banks, and American Express. Finally, it discusses options for integrating payments and tips for choosing a payment provider.
“Anyone who has played a video game in the last 10 years knows how incredibly immersive they have become. The level of detail possible in today's games allows gamers to enter another universe where they are engaged with sights, sounds, stories, and interactive game play” (Marketing-Schools, 2012). The evolution of the Internet has enabled the gaming industry to provide games to their customers that facilitate players from anywhere in the world. This has generated robust consumer demand and growth within the gaming industry that has attracted marketers looking to target the 18-34 old males that dominate this market space, and a growing population of gamers made up of women, people over 50, and a majority of American households. (Marketing-Schools, 2012). Gaming provides a video environment that is ripe with the type of engagement online marketers look to utilize in their online marketing programs. In-Game marketing is one of the key tools “in which Internet marketing takes place…. [and] in which marketers attempt to achieve four distinct generic goals: customer acquisition, customer conversion, customer retention, and growth in customer value” (Roberts & Zahay, 2013, pp. 10-11).
Security and performance designs for client-server communicationsWO Community
This document provides an overview of security and performance designs for client-server communications. It discusses using WebObjects without an extra web server, login authentication options like MD5 and RSA encryption, setting native process security, and designing Java WO to native server protocols. It also covers streaming content to web clients, server-based preview generation, and XML communication between iOS apps and WebObjects.
Black hole computers by Scientific American MagazineDholon Paul
The article discusses flaws in the U.S. national missile defense system currently being deployed. The system should be replaced with a more effective alternative, according to physicist Richard L. Garwin. The deployed system is imperfect and testing has not been rigorous enough. A more thoroughly tested system is needed rather than one that is deployed prematurely.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
Beyond Direct Response: How to Measure Success in Programmatic BrandingDigiday
Programmatic buying presents many opportunities for brands including increased scale, efficiency, control, and precision. To date, programmatic has been widely adopted across direct response campaigns, but the tide is shifting and brand dollars are beginning to activate against programmatic channels. Questions around transparency and effectiveness still remain.
Join Andrew S. Feigenson, managing director of digital at Nielsen, as we uncover brand measurement best practices to help both buyers and sellers extract maximum value from programmatic.
A presentation I wrote a few years ago on how to do direct response advertising. Most advertising agencies treat direct response as dirty and uncool, but it's the business end of the campaign process and needs to be given the respect & thought it deserves
This document discusses various marketing concepts and tools including understanding clients and markets, SWOT analysis, audience profiling, and the four Ps of marketing (Product, Price, Place, Promotion).
It defines SWOT analysis as a structured way to assess strengths, weaknesses, opportunities, and threats of ideas or products. Audience profiling involves learning about a client's demographics, purchasing behaviors, and product perceptions.
The four Ps of marketing are discussed in detail. Product refers to features, branding, and differentiation. Price considers value, competition, and discounts. Place looks at distribution channels. Promotion examines advertising, timing, and learning from competitors.
This document provides an overview of key marketing and public relations concepts, including understanding clients and markets, SWOT analysis, audience profiling, the marketing mix (product, price, place, promotion), and various public relations techniques like press releases, media packs, events, endorsements, and merchandising. Marketing requires understanding client needs and the relevant market through research. SWOT analysis, the 4Ps, events, and other tools are used to strategize effective marketing and PR campaigns. Press releases, media packs, and other methods help spread information to audiences and generate publicity.
This document provides an overview of key marketing and public relations concepts including understanding clients and markets, SWOT analysis, audience profiling, the marketing mix, and various public relations techniques. It defines terms like marketing, market research, SWOT analysis, audience profiling, the 4 Ps of marketing (product, price, place, promotion), press releases, media packs, events, endorsements, merchandising and more. Examples are given for each concept to illustrate how companies in different industries apply these strategies in practice.
Understanding clients and their requirements is important in marketing to produce work they will be pleased with. Communication must be kept open during production and clients should review progress to ensure the work matches their vision. Market research techniques like market segmentation help understand a market's consumers and competition to identify opportunities. A SWOT analysis examines a company's strengths, weaknesses, opportunities, and threats to plan improvements. Audience profiling provides demographic and behavioral information about typical clients to tailor marketing. Press releases aim to communicate newsworthy information to media organizations and should contain the who, what, when, where, why and how of an announcement.
The document discusses various marketing and public relations techniques. It explains that understanding clients and their requirements is important for marketing. A SWOT analysis can help structure ideas by looking at strengths, weaknesses, opportunities, and threats. Audience profiling involves collecting information about customers like age, income, and lifestyle. The marketing mix has four elements - product, price, promotion, and place. Public relations techniques include press releases, media packs, briefings, conferences, handouts, interviews, and setting up photo opportunities. Networking and contacts are also important.
Attract, Sell, Wow - Date Your Leads and Marry Your CustomersRamon Ray
This document provides an overview of the Lifecycle Marketing framework for developing a sales and marketing strategy for small businesses. The framework involves 3 phases - Attract, Sell, and Wow. It discusses tactics for each phase such as identifying target customers, attracting customers through lead magnets, capturing visitor information, educating customers, making offers, and creating loyal customers through exceptional service. The planner contains exercises and templates to help small business owners develop their marketing and sales strategies using this framework.
This document provides information about starting a new business, including marketing strategies and social media marketing. It discusses the four P's of marketing - price, product, place, and promotion. The importance of understanding customer wants and needs and developing continuous relationships is emphasized. Strategic planning techniques like SWOT analysis and identifying strategic business units are presented. Using social media like Facebook, LinkedIn, and Instagram to observe customer habits and target specific groups is recommended. The rise of e-business and how almost all major firms now use the internet for marketing, accounting, and production is covered. Business to business marketing and its key components are also outlined.
During which you will be familiarized with the fundamentals you need to know as a successful electronic marketer prior to starting the execution of electronic advertising campaigns.
Instructor:
Main Topics:
What a digital marketer should know before starting?
What Is Digital Marketing?
What Is Traditional Marketing?
Digital Marketing Vs Traditional Marketing
Markets / Audiences
Audience, Segment & Persona!
Customers Types
Challenges we face with customers
Marketing Funnel
The selling techniques
Leads /Potential Customers
Stages through which customs pass
E-Commerce
User Experience
Information required for the digital marketer
AB Testing
Digital Marketing Channels
Important terms for each digital marketer
Some of the tools which are necessary for digital marketing
Requirements for Tools Integration
Digital Marketing Stages
Digital Marketing Strategy
Digital Marketing Process
Performance Tracking & Analytics
Optimization Process
Optimization Goals
Anas Ali, CDM
Business & Marketing Program Co-founder @ OmniPlanDigital Marketing Manager @ Allympiapass for 6 countries
6 years experience in digital marketing
Co-founder of:
cavvu.com
arabinno.com
life-drop.com
kadohat.com
LinkedIn: https://linkedin.com/in/anasismail/
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
This document provides an overview of marketing principles and social media basics to help attract customers to a website. It discusses defining marketing and differentiating it from sales. Key marketing concepts covered include market research, developing a marketing plan, market segmentation, analyzing competitors, and establishing a unique selling proposition. Traditional and digital marketing channels are compared, with examples of using social media like Facebook, blogs, and video sharing sites. Risks of social media are also briefly mentioned.
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Developing an effective campaign involves planning the message, choosing appropriate media, creating individual ads, and measuring the results. The process requires input from various teams within an advertising agency or company including account managers, creative teams, media planners, and researchers. Campaigns are designed to achieve specific communication and marketing goals in a cost-effective manner.
This document provides an overview of key marketing and public relations concepts. It discusses the importance of understanding clients and their needs in marketing. It also explains tools like SWOT analysis, audience profiling, and the marketing mix that can help understand markets. For public relations, it defines press releases, media packs, PR briefings, and explains how events, interviews, and contacts can help promote products or services. Overall, the document serves as an introductory guide to common methods and techniques used in marketing and public relations.
Advertisement powerpoint saskia, jack and samjackmaton1
The document provides an overview of advertisements within the media industry. It discusses the structure, techniques, characteristics, regulation and audience measurement of advertisements. Section 1 describes the form, style and narrative of adverts. Section 2 examines techniques used, including overt and hidden messages. Section 3 outlines characteristics like brand identity and benefits. Section 4 discusses regulation by the ASA. Section 5 explores audience measurement through panels, ratings, interviews and focus groups.
Understanding the principal methods and techniques used in marketing and public relationships. The document discusses the importance of understanding client requirements to ensure projects meet their needs. It explains how gaining client trust allows for more work opportunities and input. Understanding the market is also important to package products to meet customer needs. Different techniques can be used to understand the market like SWOT analysis, audience profiling, and understanding the 4 P's of the marketing mix: product, price, place, and promotion.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Branding and rebranding require understanding a company's current position and defining its strategy and identity. Agencies first conduct an audit of the brand through competitive analysis, customer interviews and data to understand gaps between perception and reality. They then work with clients to identify the brand's values and vision through workshops. This informs the creative expression of the brand across visuals, messaging, materials and customer experiences to ensure it engages audiences and differentiates from competitors. Constant management is needed to ensure internal implementation and evolution that keeps the brand relevant over time.
This document provides information about marketing and public relations functions. It discusses topics such as market research, market analysis, marketing strategy, advertising, brand promotion, managing messages, positive publicity, spin, damage limitation, and lobbying.
For market research, it explains primary and secondary research methods like focus groups, interviews, and online questionnaires. It notes the importance of market research for understanding customer needs and maintaining competitiveness.
Market analysis involves analyzing strengths, weaknesses, opportunities, and threats from collected market research data. The goal is to determine a market's attractiveness now and in the future. Organizations evaluate evolving opportunities and threats relative to their own strengths and weaknesses.
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
This Blue Paper® discusses the evolution of market segmentation, its benefits and
potential pitfalls and how it serves as the foundation of any marketing strategy. It
also offers an in-depth, six-step guide to help organizations get started.
The document provides information about various camera settings that impact photographs, including aperture, shutter speed, ISO, white balance, and post-processing techniques. It includes sample photographs demonstrating the effects of different settings.
The aperture setting controls depth of field and is used in landscape and portrait photography. Shutter speed can freeze or blur motion, with faster speeds freezing action and slower speeds showing movement. ISO adjusts the camera's light sensitivity, with higher ISO allowing less light but risking more noise. White balance helps the camera understand color temperatures to accurately reproduce colors. Post-processing can refine images through cropping, levels/tones adjustments, dodging and burning, and modifying colors.
The document provides information about marketing, public relations, and their functions. It explains key concepts such as market research, market analysis, marketing strategy, advertising, brand promotion, and managing public relations messages. Examples are given for each concept to further illustrate them, such as how market research methods can be used, an analysis of the target market for a hypothetical bar, and positive publicity stunts companies have done.
1) Comedian Bo Burnham performed a song called "Repeat Stuff" that poked fun at Justin Bieber and the pop music industry.
2) During a show in Los Angeles, Burnham unknowingly performed the song for Bieber and his then-girlfriend Selena Gomez in the audience.
3) Though Bieber did not publicly respond, Burnham later apologized to him on Conan, while still implying that Bieber works for Satan based on lyrics in "Repeat Stuff."
Factual Writing Task 5 Long Response Mark 2TheJellehKed
Bo Burnham gained fame at a young age after one of his musical videos went viral on YouTube. Since then, he has had a successful career as a comedian and musician. Many fans discovered Burnham through his YouTube videos or through friends' recommendations. His special on Netflix also helped gain new fans. While some critics think Burnham's route to fame was illegitimate, his fans find him inspiring and feel he addresses real issues through his comedy. However, some of Burnham's jokes are considered too outrageous or offensive by fans. Nonetheless, his fans still greatly support his work and can cite many different favorite quotes from his various performances.
This document discusses comedian Bo Burnham and provides details about his career and comedy style. It notes that Burnham began his career by uploading comedy videos to YouTube at age 16, which went viral. Though he was accepted to Harvard, he chose to pursue a career in comedy. The document analyzes Burnham's unique comedy style, which incorporates music and challenges social norms by questioning things others wouldn't. It provides examples from his shows of twisting meanings in innocent stories to seem non-child friendly. The document concludes by discussing a finale from Burnham's recent show that left the audience questioning whether they truly know Burnham.
MusicMagpie had ambitious growth targets for 2013 and planned to raise awareness of its cash-for-CDs, DVDs, games and tech service through marketing and PR techniques. The target audience was 18-45 year olds. MusicMagpie utilized advertising including radio, TV, online and social media ads targeted at this demographic as well as magazine ads targeting similar interests to promote its brand and service. It also partnered with charities to raise money and awareness, helping to manage its public image positively.
I uploaded this a bit ago and its here again with even more 'creative' content than before. Enjoy.
I made every girl different and their perfect the way they are. people tell them that they're different and people are smart. You think you know beauty? Love? Trust me, you don't - I'm the one who created them - Bo Burnham as God
The document provides an evaluation of logo designs and a membership form created for Surfers Against Sewage (SAS). It discusses the intended purpose of relating the designs to surfing, coastlines, and the UK. It summarizes the techniques used to create each logo, including shapes, colors, fonts, and imagery. It also evaluates how effectively the designs communicate the message of SAS and how they compare to the organization's original logo. Finally, it discusses the membership form creation, ensuring it adheres to the intended purpose and is appropriate for the target 16-60 year old audience.
The document lists final products including a logo, poster, membership form, and merchandise. It contains a short list of items under "Final Products" with no additional details provided about each item.
This membership form is for the organization Surfers Against Sewage. It collects contact information for members such as name, address, phone numbers and payment details. It offers both direct debit and credit card payment options for annual membership fees starting at £18 for unwaged individuals and £30 for families. The form also provides space for optional donations and features the organization's branding and address at the bottom.
This document contains mood boards for different poster campaign ideas on the topics of marine litter, water quality, and toxic chemicals. For each campaign idea, the document provides color schemes, fonts, and images that set the visual tone. The colors, fonts and images focus on conveying dark, disturbing or contrasting themes that highlight the problems being addressed in a compelling way to draw viewers in. Some common elements across the boards include a mix of san-serif and serif fonts, photographs showing environmental issues or risks, and a focus on using visual design elements that remain clear and readable at different sizes. The mood boards are intended to help develop concepts for hard-hitting poster campaigns on these environmental topics.
The Surfers Against Sewage organization uses a simple but eye-catching logo featuring dark and light blues in a wave shape to represent waves and their mission of protecting oceans. They sell a variety of branded merchandise on their website to raise funds. Their products use recycled and sustainable materials. They offer discounts to members to encourage support. SAS targets surfers, environmentalists, the general public, and students through educational programs to raise awareness of issues like pollution and promote behavior change and policy solutions. Their marketing uses powerful imagery and facts to get their message across in a visually striking way.
The document discusses considerations for researching social action campaigns. It notes that three diverse campaign artifacts should be analyzed to cover different purposes, techniques, and impacts. Sensitive topics could elicit strong emotions, so care must be taken to avoid causing offense. Research challenges may include language barriers, difficulty finding campaign impacts, and ensuring information is factual to appeal to diverse audiences. Finished pieces could be distributed through various media like websites, buses, and trains to reach broad audiences. Funding issues for organizations like Surfers Against Sewage include reliance on multiple income sources so failure of one threatens others, and actions that damage reputation could reduce memberships and sponsorships.
Aims and Considerations for Social ActionTheJellehKed
The document discusses considerations for researching social action campaigns. It notes that three diverse campaign artifacts should be analyzed to cover different purposes, techniques, and impacts. Sensitive topics could bring strong emotions, so care needs to be taken. Potential problems include finding campaigns in English, quantifying impacts, unintentionally causing offense, and not finding examples for some issues. The finished research may be displayed online, at transportation hubs, or through mainstream media if a campaign gains traction. Funding issues for organizations like Surfers Against Sewage include reliance on multiple income sources so a problem in one area does not cause overall failure, and potential loss of support if campaigns do not have their intended effect or include unethical elements.
The document summarizes a case study about the campaign "Plant for the Planet". The campaign aims to raise global awareness about environmental damage and climate change by encouraging children worldwide to plant trees. It hopes to plant one million trees in every country to offset carbon emissions. The campaign creates and strengthens a global community focused on environmental issues. It uses simple advertisements featuring the organization's logo and the message "Every leaf traps CO2" along with a link to donate on their website. The goal is to infiltrate mainstream media and encourage children to take action by planting trees across the world.
The band profile summarizes key details about the band The Big Channel including their name, age, album titles, genre, style, and contemporaries. The objectives section outlines goals to make the band nationally and globally recognized within a year by collaborating with other pop punk bands, selling 95,000-100,000 records in the first month, and gaining recognition through live performances and social media. The document provides information on targeting 16-25 year old females, using various media platforms like YouTube and magazines to promote the band, and selling merchandise to generate interest.
Market research and analysis are important functions of marketing that provide companies with information about customer needs, market size and trends, and competition. Market research methods include surveys, focus groups, and interviews to collect both primary and secondary data. A market analyst's role is to develop and implement analytics and reporting to help marketing campaigns be more effective. Marketing strategy involves analyzing internal and external factors like the marketing mix, customer and competitor analysis, and using this information to set goals and objectives. Advertising is also important for organizations as it communicates information to consumers about available brands and products in order to drive trial, continuity, brand switching, and switching back.
Design for Advertising: The design Pro Forma ImprovedTheJellehKed
The document describes the process of developing an advertisement for an energy drink. It discusses:
- Creating different layers for the background, top curve, and bottom curve. Warping the curves and ensuring contrasting colors.
- Adding the front of the can design and text using different fonts. Adjusting text size and placement.
- Incorporating logos from online images and adjusting layers to blend colors. Adding special effects like shadows and glows.
- Frequently adjusting colors to make elements blend together better. Adding a gradient background to draw attention.
- Further refinements like changing text and image placements and colors. Adding actual product images.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
LO2 workbook Marketing and PR
1. Understanding the principal methods and techniques used in marketing and public
relationships
Marketing:
Whyis it important in marketing to understandingyour clientsand their requirements?
Understanding clients and their requirements is key to giving them a good service, it also
ensures that the company/organisation deliver what is promised and receive positive feedback
and publicity. After getting to know clients to a good point, it means that the company can
anticipate their needs andexceed their expectations. It's important to know your clients so you
get positive feedback, like: customer loyalty and more publicity thanks to word of mouth
recommendation!
There are 3 ways to understandclientsandtheirrequirements:
Put yourself in their shoes: look in to customer contact and the efficiency, set up meetings,
visits, phone calls, correspondence, deliveries and so on. Think about what theys see! Does the
work place look scruffy or uninviting in any way? Are there any unfriendly staff? Are phones
constantlyringingoff the hook?Hasthe customerbeenkeptwaitingfora longperiodof time?
Using data: Databases or Customer Relationship management systems (CRM) hold valuable
information about clients (names, addresses, previous problems etc.) it also opens up the
opportunity to analyse business performance which gives the company the opportunity to
improve,whichinturn,increasesprofitiablility.
Ask customers their opinion: Conduct a customer/client satisfaction survey, this makes the
clients feel valued, it also gives valuable insight in to a clients experience. Ensure that when
changes are made, the clients are made aware which shows a result of their feedback from the
surveys.
Source:(http://www.marketingdonut.co.uk/marketing/customer-care/understanding-your-
customers)
Whyis understandingthe market you are working in important? What techniquesandtools
could be used to helpsomeone understandtheirmarket?
Understanding the market is important because: it will ensure the business will be successful
and gain the right amount of attention from the target audience. Knowing the market,
competitors and potential customers through thorough research will uncover any gaps within
the market, having a unique selling point and adding value will ensure the company/audience
standsout.
For example: You want to open up a new clothing store! The general advise is to visit 10
different comparable clothing shops in 10 different locations. Whilst there, observe the overall
style of the shop, pay close attention to: which products they stock, how long customers
browse for, the percentage of customers who actually purchase something and record how
many people pass by the shop instead of going in. Understanding how these shops work will let
youknowwhat issuccessful andwhatisn't.
Attend relevant networking events: this ensures finding out new information and new ways to
do things, (manage the shop, have a good work ethnic etc.) also the more people you speak to
about the business opportunity, the more you'll get an opinion on how strong the initial idea is
(will the clothing shop idea work, is it actually unique?) also seek advise from the right people
like other clothes retail managers/owners as someone involved with cars and mechanics would
2. have little interestoradvise inclothingshopsoryourideain general.
The Internet: You can gather a lot of information in a short period of time, you can look in to
competitors websites to gain insight, (e.g. look at the prices of similar products) you can also
read articles and find out more about the market that way (look at their spending habits,
sales/profitability.)
An example of two different clothing stores who aim at the same market are EMP Clothing and
Attitude clothing - they both aim at the same audience and market and are both equally
successful.
Source:(http://www.theguardian.com/small-business-network/2014/jun/11/james-caan-
market-research)
What is a SWOT analysis?Why are theyare theya useful tool?
When creating a new business or product, a SWOT analysis determines the likely risks/awards
of the initial idea.
It's a useful tool because: it's essentially an analytical framework which helps companies face
challenges, find promising new markets, helps organisations identify internal/external
influences, helps organisations develop a complete awareness of all positive and negative
factors whichinturnaffectsstrategicplanning/decisionmaking.
"The ideal outcome of a SWOT is accurate data that can be utilized to create a solid action plan
for adressing a weakness and threats, and highlighting or positively exploiting your strengths
and opportunities." - DwainSchenck
Source:(http://www.businessnewsdaily.com/4245-swot-analysis.html)
What is audience profiling?Whatsort of informationmight be includedin an audience
3. profile?
Audience profilingallowsbusinessestonarrow downwhoitistheyare aimingtheirproductat,
it findstheirtargetaudience.Itmakessure thatwhena product iscreated,the message it's
tryingto create is putacross to the right people.
Whennarrowingdowntheiraudience,acompany/organisationmustaska seriesof questions
to the publicwhichinthe endgivesthemtheirtargetaudience,theyneedeconomic
informationsuchas:
• Approximate income
• Car ownership
• BuyingPattern
• Occupation
Thisallowsorganisationstodeterminewhichcustomershave the rightdisposable incometo
spendonbrands/productsattheirleisure.
Theyalsoask a seriesof questionstothe public,these howeverare todo withsocial habits:
• Current/desired lifestyle
• Mediainterests
• Age
• Gender
• Religion
• Education
• Loyaltyto brands
• Sexuality
Thisallowsorganisationtoaimat the correct demographic - the oneswhofitthe target
audience i.e.Kerrang aimatteenagerswhoshare adesire forniche bands,rockmusicetc. they
are generallymale andnonreligious.
Source:(http://www.wisegeek.com/what-is-an-audience-profile.htm)
Selecta magazine and findtheir audience profile:
4.
5. Explainin detail the 4 differentelementsofthe marketing mix.
Marketingmix isa commonlyutilisedstrategythatfollowsthe 4P's of marketing:
Products:
The goods/services/brandsthatan organisation/businessprovides/sellstotheirtarget
market/audience.Whendevelopingproducts,theyconsider:
• Qquality
• Design
• Features
• Packaging
• Customerservice
• Aftersalesservice
Place:
Distribution,locationandmethodsgettingthe producttothe target market/audience,this
includes:
• Locationof business
• Shopfront
• Distributors
• Logistics
• Use of internet(sell directlytothe audience)
Price:
The amount of moneycustomerspayinexchange forgoodsand services,the consider:
• Price setting
• Discounting
• Credict/cashpurchases
• CreditCollection
Promotion:
Communicatingbenefits/value of aproductto the customers,thisinvolves:
• Persuadinggeneral consumerstobecome customers
• Advertising
• DirectMarketing
• Personal Selling
• SalesPromotion
Source:(http://toolkit.smallbiz.nsw.gov.au/part/3/12/56)
Selecta publication,product or audience and explainthe range of marketing materialsthat
they use.
The Hobbit:An UnexpectedJourney
The movie stayed at #1 worldwide for 3 weeks, they did this by using a range of marketing
diversity!
Online:For free
• Social Media
• Email Marketing
Online:Paid
• Search(SEO)
• Pay perclick(PPC)
• Corporate websites
6. Offline:ForFree
• PublicityandPR
• Referrals
• Networking
• CommunityWork
Offline:Paid
• Advertising
• Sponsorship
• Networking
• Branding
Offline:
Co-Branding with Denny's: Denny's released a Hobbit themed menu with middle Earth food
such as, 'Hobbit Hole Burger', 'The Ring Burger' and 'Frodo's Pot Roast Skillet'. The menu had
codes that customers could use to get exclusive content plus they received a pack of hobbit
trading cards with every meal. The partnership was founded because of fans known fact about
the Hobbit's diverse eating patterns and Denny's is a 24 hour food service - thus creating a
perfectpartnership.
7. Billboards, commercials and posters: Warner bros released 16 different TV spots for the
Hobbit to be advertised, there was also a poster featured in the collectors edition of ROlling
Stones and Empire Magazine. They also used traditional advertising to get as many eyes on
their marketing as possible, there was a poster that wasn't featured online but everywhere it
could possibly be in every day life, it was! Bus stops, bus sides and even a mural in New York
City.
8. Merchandising: Funko, The Noble Collection, Weta Workshop and of course Warner Bros
stores had a variety of Hobbit merch: lego sets, Lord of the Rings video game, Jewellery, T-
shirts,postersandfigurines.
Partnership with New Zealand: Both the Hobbit and Lord of the Rings were filmed in New
Zealand therefore it became a big selling point/attraction for the country. A giant Gollum
sculpture was installed in Wellington airport, real life versions of the Green Dragon Inn opened,
there was a Hobbit themed in flight safety video created for Air New Zealand and O2 offered a
free tripto the hobbitholesinNew ZealandontheirpriorityappearlyJanuary2015.
Online:
Facebook: By 'liking' their page, fans gain access to exclusive content, giveaways, games,
updates on progress and behind-the-scenes content. Once the film was released, the account
stayed active, it still provided content, gave a Dwarven word of the day, released photographs
of charactersin actionand made a 'fan of the week'competition.
Twitter: Released a lot of the same content as Facebook, they still gave unique marketing
experiences for example: fans could ask Sir Ian McKellen questions and he'd reply with witty
responseswhichgotbigpublicity.
YouTube channel: Allowed fans to get a sneak peak at behind the scene footage, released
official trailers, worker with Peter Jackson's channel to promote the film and everything was
cross promotedonFacebookandTwitter.
Official Website: Served as a hub as it tied everything together, it offered content such as:
photos, videos, downloads, information, interactive games (recipes from Middle Earth and
Dwarf Combat Training.)
9. They covered all baseds of marketing to ensure success, everything was fan centric and always
included them and cross promoting really made sure that all exclusive content and information
circulatedaroundandgainedmore publicity.
Provide your own definitionofadvertising.
Advertising is ensuring a company and it's products success. They do this by using a range of
marketing techniques and strategies to publically announce the availability of a product. The
marketingtechniquesorstrategiesvarydependingonthe product,forexample:
If a company is trying to sell the release of a new video game, they would first off have to find
out who they aiming it at (e.g. GTA generally aimed at males, 18-24) and use this knowledge to
produce posters, web banners, Facebook pages, personal websites, TV commercials and so on
to gettheirproductsout there;onthe rightchannelstothe right demographic.
It's essentiallydisplayinganewproductand ensuringitgetssalesbyapplyingmarketing
techniquestothe rightpeople.
What is the purpose ofsponsorship?Support your answer with detailedexamples.
10. Sponsorshipiswhencompaniesprovide financial supporttoevents/activiteslike:TV shows,
sportingevents,movies,videogames,social service activitiesandsoon.Theydo thisfor public
recognitionwhichimprovessalesdramatically.
Examplesof sponsorship:
MountainDewEnergyDrink sponsoredYouTuber,'devinsupertramp'tosetup and record his
video,'SlipandSlide LAUNCHRAMP'whichnotonlyfundeda veryfuneventbutalsogot
mountaindewanequal amountof recognitionandpublicityasit'slogowasplasteredalongthe
ramp alongwiththe drinkactuallybeingfeaturedmanytimesduringthe production.
DietCoke produceda TV and webadvertisementwithTaylorSwiftwhere everytime she tooka
sipof dietcoke,kittensappeared.The advertisementendedwiththe slogan, 'whatif life tasted
as goodas dietcoke'andthenproceededtoannounce the release date forthe sale of Taylor's
newalbum,'1989' at the endwhichnot onlypromotedDietCoke butSwift'smusictoo.
11. Duringthe movie,Wayne'sWorldthere isa clipwhere Wayne (Mike Myers) vowsnotto'bow
downto any sponsorship'andthenproceedsto'coincidentally'sponsorPizzaHut(byeating
pizzaand clearlyshowingthe packaging),Doritos(byholdingthe crisppacketclearlyforthe
camera to see it'slogo),ReebokasGarth (danaCarvey) issportingtheirshoesandclothing),
Nuprimpainrelief (GarthoffersthemtoWayne afterhe declaredhe hasa headache) andthe
drink,pepsi (whereWayne remarks,'yesand it'sthe choice of a new generation'ashe takesa
sip.)
What is the purpose ofendorsements?Explaina range of differenttypesofendorsements
and use examples.
Popchips used well known personality, Katy Perry as an advertising selling point when they
produced a poster where miss Perry has two packets covering her chest with the slogan,
'nothing fake about them' sported at the top, along with a quiote from the pop star herself,
saying: 'I'm not in to phonies, good thing there's nothing fake or phony in popchips. They can
onlytaste like theirbadforyou.'
Dolce Gabbana used Scarlett Johansson to show off their new fragrence, 'Rose Sexy' it featured
the actress in a room on a bed with nightwear on as an internal dialogue plays over the scene,
saying deep things like, 'It's funny what you remember, It's not the words, or the music, maybe
it's a laugh, taste? It's funny what you forget but you never forget the one.' It's a very feminine
advert which is what the company along with other female fragrence companies generally go
for.
Endorsement is basically using a well know figure to express appreciation and support for a
company or product. The purpose is to gather more media coverage and attention so the
product gets more potential customers as followers of the significant figure will think, 'hey, if
theylike it,Iwill too!'
12. Source:(https://www.youtube.com/watch?v=aecgX2GrPD0)
Whycould holdingan eventbe a good marketingstrategy? What are some ofthe
opportunitiesand threats of holdingan event?
Events are a good way to show off a product or business in a tailor-made setting with little or
no distraction from other exhibitors, as it's a private exhibition it appeals more to the invited
guests, it also means it's easier to exceed their expectations and desires! Events mean that the
organisation/companycontrollseverythingfrom:
• Venue
• Timing
• Seating
• Topics
The pro'sof holdingan event:
• Business/productisinthe spotlight,it'sall aboutthe business/product,nothingelse
• Can create an eventthatmatches businessandtargetmarketneeds
• Can reach prospective customersdirectly
• Customerscanmeetthe creators
• Theycouldpotentiallyrunajointeventwithapartnership
The Con'sof holdingan event:
• If somethingbadhappens - it'son the companydirectly
• Neverensuredagoodturn out
• Planningeventsisn'teasy
• Costscan quicklyescalate
13. • Hard to attract visitorstosmall events
Holding events is a good strategy because it gets consumers and other organisations to look at
and become aware of your organisation. It allows these people to meet people behind the
brands and products whilst it also gets their questions answered. It can have one attendee or
manyleave witha compeltelydifferentperspectiveonthe company.
What is merchandising?Use detailedexamplestohelpexplain.
'The planningandpromotionof salesbypresentingaproductto the right marketat the proper
time,bycarryingout organized,skillful advertisingusingattractive displaysetc.' -
Dictionary.com
Examples:
George Lucas got a deal with 20th Century Fox Film corp where he had complete control and
the sole beneficiery of all merchandising for the film (Star Wars). This includes: toys based on
buildings or vehicles, action figures based on movie characters, prints of the movie poster and
shirtswithquotesandcatchphrases.
Merchandise for sports is also just as common, the sports teams/companies liscense the
images of teams/names to companies who put them on jerseys, keychains, clothing, sports
equipment,postersandwall plaquesetc.
Linkin Park and other musicians sell their merchandise, usually by themselves on their personal
band websites or they liscense their photographs and album covers to companies who put
themon clothes,banners,flags,bags,pens,stationary,hats,patchesandsoon.
14. YouTuber's like, MattG124, Danisnotonfire and Amazingphil also do this; it's usually from their
own website, a clothing store that correlates in terms of fashion or online stores like:
Districtlines andHotTopic.
Source:(http://dictionary.reference.com/browse/merchandising)
PublicRelations:
What is the purpose ofa pressrelease?Whatsort of thingsshould a good press release
contain?
15. A press release is a form of written communication, it reports specific or brief information
about an event or a circumstance within a company. It's provided to the media but not always
pickedup,howeveritcanbe by: blog'sand twitterusers.
The main purpose of a press release is to promote something specific, like an event, an
accomplishment or significant changes within the company. There are 3 marketing promotional
purposesfora pressrelease:
1. Let the mediaknowaboutan eventandhope the informationgetspassedon
2. Let the media become aware of a business in the hope a reporter will see a story or
showinterestinitandwrite an article
3. Promote the business so it appears on the internet via: blogs, websites, social media
etc.
A goodpressrelease contains:
• A grand openingaboutanew productor special event
• It's tageted for publication or the broadcasts it's send to, for example: the editor of a
car companyisn'tgoingto be particularlyinterestedinanew beautyproduct.
• Make it short but sweet (2 pages or less) whichincludes: who, what, when, where, why
and howinorder of importance!
• Good grammar andspelling!
An example of a good press release is this Cool-A-Zone one which plans to sell eco friendly fans
to the publicto helpsave the planet.
It includes specific brief information, for example: 'MSC brings expanded client reach to Cool-A-
Zone'sinnovation,all byacustomerlookingupvendorID#46436'
Targeted opening for example: 'Cool-A-Zone Inc. Signs on with MSC Inustrial Supply company
for Nationwide reach.'
There isalso goodgrammar/spellingwithnomistakes.
17. 'A folderorpackage that containspromotional material andassociatedmaterial aboutafirm,
product,conference,seminar,programetc.'
It commonlycontains:
• CD
• DVD
• Videooraudiocassette
• Emails
• Websites
• USB FlashDrive
Andthese usually contain:
• Companybiography
• HD PressPhotographs
• Promotional Videosforthe company
• Website Links
• Pressreviews
• Interviews
• Contact Information
• HD Photographsof keyexecutives
• Companylogo
• Products
Source:(http://www.businessdictionary.com/definition/media-kit.html)
What is the purpose ofa PR briefing?Whyshouldyou create one?Explain some of the areas
a briefshouldcover.
KeypointsforbriefingaPR company:
• Brief states objectives which includes: short and long term goals and challenges e.g.
keyaudiences
• Explain companies approach to PR, for example: when advertising, what's the
message?Helpstooutline eventsthatwill be attendedtoo
• Clear and realistic on budgets, the more knowledge on spending plans means a better
campaignthat fitsthe budget
• Engage withagenciesthatactuallyserve anefficientpurpose tothe taskat hand
• As open/accessible aspossible tothese agencies
• Realistic timescales which gives the agencies time to develop proposals and
contingencyplansincase theydon'tworkout.
A PR Briefing's purpose is to lay down information to PR specialists and PR agencies so they are
aware of a task/job they need to do. For example: the first aid charity, 'St John's Ambulance'
released an ad called, 'The Chockeables' in which small, miscellaneous toys/objects show
viewershowtoeffectivelysave achokingbabieslife.
A PR briefingwouldhave occuredbefore the initial designandreleaseof the ad,during this
certaintime,PRagenciesthatdeal withthe whole ccreationof the message sentoutinthis
advertisementwouldhave beenbriefedoninitialideas,expectations,budget,profit,time scale
and audiences/expectations.Thatisthe purpose of a PR briefingandwhytheyshouldbe
created.
PR Briefingsource:(http://loudmouthpr.co.uk/overview/case-studies)
The Chokeablessource:(https://www.youtube.com/watch?v=gtbUB1XPW_o)
18. What is the purpose ofa pressconference?Whymight you holdone? Use specificexamples
to helpyou with your response.
The purpose of a press conference varies, there are many ways that a press conference is
effectivelyused,thiscanbe:
• Drawingmediaattentiontoa potential story,whichineffectisalotlike a pressrelease
• Political Campaigns: President Barack Obama addressed the Nation of the US to
announce the death of Osama Bin Laden. He spun the story in to a good light by
reminding the Nation and the world of the awful acts Bin laden was responsible for,
'the leader of al Qaeda, and a terrorist who's responsible for the murder of thousands
of innocent men, women and children.' And of course the media went nuts and
hundredof storiesandarticlerwere writtenandprintedinresponse,worldwide.
• Emergency Conferences: Following the F5 Tornado in Oklahoma, US May 20th 2013, a
press conference was held in which the governor of Oklahoma, Mary Fallin announces
emergency services were doing all they could and advised people to stay away from
the affected areas so the services had space and their full concentration on finding any
lostsurvivors.
• Promotional Conference: Gain important coverage from newspapers, magazines, blogs
and TV news broadcasts. This can be anything from unveiling a new charity campaign
to a scientific break through! For example: the EA Gamescom Press Conference
allowed viewers/par takers to watch new, exclusive trailers, demos of games played,
fans got to play the games and experience them, themselves with extended play
throughs! The games included: Batllefield Hardline, FIFA 15, The Sims 4, Dragonage
Inquisition, Dawngate and loads more. EA/Game fans/community would have loads to
say about this using their blogs, websites and social media whilst journalists for gaming
magazines would have gone away with top stories for articles and a lot to talk about on
behalf of theirexperience andexpectations.
Conference Definitionsource:(http://money.howstuffworks.com/business-
communications/how-press-conferences-work.htm)
Political Conference source:(http://www.whitehouse.gov/blog/2011/05/02/osama-bin-laden-
dead)
EmergencyConferencesource:(http://www.theguardian.com/world/2013/may/20/oklahoma-
tornado-moore-live-blog)
Promotional Conferencesource:(http://live-event.ea.com/gamescom/)
Whycould hand-outs be useful whenmanaging a PR event?
Hand outsare useful because:
• Theyallowmore informationtobe providedtothe peopleattendingthe event
• Givesthe audience somethingtotake awayandread lateron
• Remindthe audience of the organisationandthe keymessages/objectivesof the
company
• Furtherexplanationof importantinformationif itwasquite complex andthe audience
memberwastooshy to ask questions
• It alsoincludessupportinginformationlike:contactinfo,case studies,referencesand
so on
• Theyalsosummarise keypointsinamore detailedexplanation
Therefore handoutsare usefulduringapublicrelationseventbecauseithelpsthe audience
betterunderstandwhatyou,asthe companyare tryingto say and putacross in the initial
19. events.
What are some of the advantages of holdingan interviewinsteadof a press conference?
An interview is a lot more private, intimate and confidential - you can get a lot more
information in and out of an interview, the public will most likely trust something someone has
saidin an interviewmore asit'sdirectlyfromthe source.
An interview can give a lot more information like: personal views, information on happenings
and the person of significance, a figure like: Katy Perry or Chester Bennington can gain more
newscoverage withone interviewthana whole conference canwithnosignificantfigures.
A conference announces something and tends to talk at the public instead of to them, although
this gives the viewers insight on happenings, it's not always likely that media will pick up the
conference or attend at all. Conferences also tend to give less information as opposed to an
interview,thoughthere are questionsasked,the answerscanbe brief anduninteresting.
Whydo people setup filmand picture opportunities?Use examplestohelp our response.
Also known as 'Photo opps', pictures opportunities tend to be a happening that is visually
appealing, this could feature: children, animals, disasters, unusual events, celebrities, charity
events,companycampaignsetc.andtheyare usuallyquite emotionallyappealing.
For example:
Aidfor Afrca is an organisation that sets up projects and charitable event to raise awareness for
under priviledged people living in Africa. Right now they are raising money to send young,
African girls to school. There are many photographs used on their website that include happy
African laides in schools or around their homes. This is a good 'photo opp' as it proves/shows
the girls receiving the benefits are happy and attending school - which in turn shows people
that by donatingtheyare helpingwhichvastlyappealstokindheartedviewers/the public.
There isn'tmuch difference whenitcomestofilm:
WWF UK released an advertisement on TV for the adoption of a snow leopard, this included
footage of the creature wandering through the wild in it's natural habitat. The ad talks about
how the animals are poached by hunters and how numbers of snow leopards is rapidly
decreasing, it also shows skins made from the furr of the leopards after being hunted. They
show up close videos of the animal to show the audience it's beauty. This appeals to audiences
who feels sosrry for it after emotive language is used and adopt a snow leopard to help, this
widelyhelpsthe organisationWWFtomake sure the animalsare protectedfrompoachers.
People set up these opportunities to sell products for the profit or gain, the opportunities must
be appealing to the public or there are no sales/investment which would render it a useless
waste of effort,moneyandtime.If itgoeswell,there wouldbe alarge income.
20. SnowLeopardsource:(https://www.youtube.com/watch?v=KTjiWy_1FEE)
Whyare contacts and networkingimportant in marketingand PR? What kindsof contacts
could be useful?Provide detailsofa PR contact from at leastone organisation.
Networking is basically creating events, which leads to creating friendships within a business
communitythatbenefitsthe businessinthe longhaul – whichbecomesacompanycontact.
Networking is great for making new contacts, gaining new clients, making connections and
promoting the company. It’s a great marketing tool as it allows businesses with a small budget
get direct access to a room full of influential business people within the industry, it also makes
more people aware which means a greater number of people will contact the company when
it’s services are required. By simply talking to them the companyis being advertised/promoted,
it alsoallowsacompanyto determine if anyone inthe roomrequires itsservices.
It also allows a company to gain contacts, meeting like minded people in various different
stages of careers and talking to them can help the company gain practical advise and
inspiration to achieve it’s goals, asking for their business card and contacting them afterwards
ensuresapositive relationshipwiththat company.
It can also be quite educational, the company can be given tips and find new networking events
that are best for the business, it also allows them to find out about new trends and share their
knowledge withothers.
PR contact: PublicRelationsforTravel industry(mediacontact)
It’s an Oxfordshire based consultancy, it provides: communication and promotion for good
quality travel, hospitality and leisure companies. It receives consistently good results for things
like:resorts,hotels,restaurantsetc.
The clients it receives rely on them for good, consistent service, access to other influencial
contacts in the media and an effective partnership with in-house sales and a marketing team to
ensure thatit’sclientsexpectationsare exceeded.
21. Jane Parritt, who spent 10 years in PR, leads the team; this includes people with a variety of
marketing skills to ensure effectiveness, this includes freelance consultants available on
demand. Her contacts expand through: broadcast, online, print and social media with frequent
contact to influential contactslike:editors,writers,bloggersandpublishersacrossall sectors.
Thiswouldbe a veryimportantcontact to have fora mediacontactas theyhave a varietyof
veryimpressive/influentialpeople whocouldhelpwiththe company’spromotion.
Contacts are important because they provide extra services, information and other contacts to
your own company, which ensures promotion and success. It also means they are there if you
require their services and word can be spread throughout their own individual companies
aboutthe businesstootherswhomightactuallyrequire yourservices.
Source:(http://www.mediacontactspr.co.uk/about/index/)