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Earnest Calkins defined advertising as using business imagination to appeal to the public in new ways and create desire for products where none previously existed. The document then asks a series of questions about how one would target specific audiences and get a sense of future customers who may be different, as well as how one would behave and what type of customers one would expect in a store that focuses on atmosphere rather than sales or prices.
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The document provides an overview of advertising and its relationship to marketing. It discusses how advertising agencies create ads to promote clients' brands and products as part of an overall marketing strategy. The document also describes some of the key roles in an advertising agency, including creatives who develop ad concepts and account managers who work with clients. It provides examples of insights, ideas, and ads to illustrate these concepts.
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The document outlines an advertising proposal for a perfume company with a £100,000 budget. It seeks to advertise on TV targeting young to late teen girls who enjoy adventure and confidence. The goal is to create an memorable ad that persuades the target audience to purchase the perfume and immediately boosts sales.
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2. There is no such thing as just meeting customer expectations.
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5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate.
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2. Strong brands are built on trust and emotion, tapping into customer aspirations rather than just competing on price. They close the gap between customer needs and wants.
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This document discusses the emergence of a consumer-based culture in America from 1890 to 1930 through the shaping of lifestyles via advertisement. It introduces the concept of "Selling Consumption" and how positive and negative ads influenced Americans and helped define the American lifestyle during this time period after the Civil War. The document appears to provide context and an overview on this topic to introduce more detailed discussions in subsequent sections.
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The document discusses fugitive slaves who escaped from their masters to gain freedom. Many fugitive slaves ran north to free states to escape slavery, while bounty hunters sought to capture them and return them south. The Underground Railroad helped slaves escape by providing secret routes and safe houses. The Fugitive Slave Act of 1850 required the return of all escaped slaves and increased efforts to capture fugitives. Notable fugitive slaves mentioned include Frederick Douglass, who escaped slavery twice and became a famous abolitionist speaker; Harriet Jacobs, who wrote of her experiences as a female slave; and John Thompson, about whom little is known besides his escape to Philadelphia and contribution to the abolitionist press.
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Slavery became more entrenched in the American South during the late 18th and early 19th centuries as laws defined slaves as property and cotton production expanded, causing the slave population to rapidly increase from 700,000 to 3.5 million. This growing economic and political reliance on slavery isolated the South from the North and caused tensions between states that allowed slavery and those that were moving towards emancipation. However, some like Harriet Tubman fought against slavery by helping slaves escape via the Underground Railroad and inspiring resistance through songs and messages of freedom.
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The document discusses the impacts of industrialization in America following innovations by Henry Ford and Thomas Edison. It describes how factories and mass production transformed consumer culture and the economy. The growth of railroads, cities, and department stores connected industries and markets on a national scale, changing family life, work, and gender roles. Advertising also emerged to promote new consumer products to a growing urban population.
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The document summarizes trends in American consumerism and retail from the 1920s to today. It describes the peak of conspicuous consumption in the Roaring Twenties, followed by hardship during the Great Depression. Post-war, advertising and suburban expansion drove a revival in consumerism. Malls replaced downtown stores as suburbs and car ownership grew. Recently, "big box" retailers and online shopping have challenged traditional malls.
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Slavery in the Antebellum South heavily restricted the lives and culture of slaves. They were not allowed to read, write, or legally marry. Families were often separated through sale. Slaves communicated through oral storytelling and songs, which often used symbols, allegories, and metaphors to criticize slavery and whites in hidden ways. Stories were passed down through oral tradition to convey both direct and indirect messages about the brutality of slavery and hypocrisy of white masters and churches, while also showing how slaves occasionally found ways to subvert the system.
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Advertising concepts & principles
The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.
The Cavendish professionals brand in action
Cavendish Professionals developed a creative marketing campaign with their agency BPL to increase awareness of their new brand among potential candidates. The campaign aims to position Cavendish as a "genuinely caring recruitment company" that delivers a more personal approach, better understands clients' needs, proposes the right jobs, and finds the perfect job more quickly. The campaign will simply and succinctly encapsulate the benefits that candidates and clients feel when working with Cavendish.
The Cavendish professionals brand in action
Cavendish Professionals developed a creative marketing campaign with their agency BPL to drive awareness of their new brand among potential candidates. The campaign aims to position Cavendish Professionals as a "genuinely caring recruitment company" that delivers a more personal approach, better understands clients' needs, proposes the right jobs, and finds the perfect job more quickly. The campaign is intended to simply and succinctly encapsulate the benefits that candidates and clients feel when working with Cavendish Professionals.
Advertising Management
Advertising is described as salesmanship in print, a substitute for a human salesman, and a paid form of non-personal presentation of ideas, goods and services by an identified sponsor. It can take many forms from print ads to commercials to banners online. Advertising aims to first attract attention, then build interest and desire for a product through messages targeted to specific markets. It uses various media and measures effectiveness to achieve the mission within the allocated budget. Key elements discussed include the 4Ps of marketing, AIDA model of how ads impact consumers, and the 6Ms of defining the mission, market, money, message, media and measurement of any advertising campaign.
Module 4 your marketing strategy
Module 4 examines the marketing element to starting up your own creative business, it looks at the key concepts of marketing and what marketing can be done to ensure maximum efficiency and effectiveness.
I am an Advertising Specialist
This document provides advice for advertising specialists on how to effectively market themselves and their services. It stresses the importance of knowing your audience, market, and yourself. To know your audience, you must understand who your ideal customer is and what they need. You should also know your market by identifying who you serve and what specific problem you solve for them. Finally, you need to know yourself - your purpose, values, and clearly communicate who you are to others. Following these three steps of knowing your audience, market, and yourself is key to driving content creation, sales, and keeping customers interested.
Mehmet yaman 6 ödev
Our marketing strategy focuses on spreading information about our affordable, high-quality products through various cost-effective methods. Customers will discover us through advertisements as we establish our brand and differences over time. Popular options like TV, radio, the internet, newspapers and trade publications will help customers find us across the country for around $15,000 initially. We will also create business cards, leaflets and attend exhibitions to promote our products and company.
ADVERTISEMENT WRITING.pdf
In this presentation, we will explore the techniques and strategies to create compelling advertisements that engage and resonate with your target audience. Learn how to use emotional appeal, storytelling, and call-to-action effectively.
To captivate your audience, it is crucial to understand their needs and demographics. Conduct market research, analyze customer data, and create buyer personas. Tailor your advertisements to speak directly to their desires and solve their problems. By doing so, you'll create a strong connection and increase the chances of conversion.
Marketing, Sales and PR Workshop at Startup Pirates Tirana 2016
Slides from the Marketing, Sales and PR Workshop at Startup Pirates in Tirana, in April, 2016. The slides cover tips and tricks from what good Marketing is, how to apply sales and how to close deals and how to come up with good PR results. Remember Good PR is Good HR (Human Relations).
Creativity
Creativity in advertising fulfills psychological and marketing needs by adding new perceptions and enjoyment of products. Creative ads that dramatically show how a product meets needs are most effective if they motivate consumer action. Creative ads are memorable, impress customers, increase likeability, and often don't cost more than dull ads. The advantages of creative ads include increasing sales, saving customer time, preventing lost sales to competitors, introducing new products, creating artificial demand, informing consumers, and providing employment. Effective creative ads use surprise to stand out.
4 e of marketing
The document discusses how the traditional 4Ps marketing framework of product, place, price and promotion is outdated and no longer effective in today's marketplace. It proposes replacing the 4Ps with the 4Es of experience, everyplace, exchange, and evangelism. The 4Es framework focuses on understanding the full customer experience, engaging customers across multiple channels, appreciating what customers provide in value rather than just cost, and inspiring passion and evangelism around the brand. Case studies from Hershey's, Dove and others are provided to illustrate how marketers have successfully applied the 4Es approach.
The Art Of Creative Advertising
creative advertising is an art form that empowers brands to unleash their imagination and create lasting connections with consumers. By embracing emotions, storytelling, and unconventional ideas, brands can make an indelible mark in the minds and hearts of their audience. In this ever-evolving landscape of advertising, the power of creative brilliance remains steadfast, breathing life into brands and fueling their success. Embrace the essence of creative advertising, and embark on a journey where imagination knows no bounds.
Finding Your Audience Through Market Segmentation
This document discusses market segmentation and identifying target audiences. It defines market segmentation as dividing the overall population into subgroups that have common needs, and selecting which subgroups to target with marketing efforts. Conducting market research to understand audience segments allows organizations to better tailor their messaging, products and services to attract those most likely to value what they offer. The document provides guidance on how to define audience segments through identifying their demographic characteristics, interests, behaviors, values and psychological traits in order to develop rich portraits that inform targeted marketing strategies.
Creative Ways to Boost Attendance
How can you increase ticket sales and expand your audience? Whether you want to increase sales for an onsale, pack the stadium for your next game or fill the house for your next run, selling more tickets and diversifying your audience isn’t easy. In this session, we’ll discuss real life examples from different industries that apply creative and fun tactics to reach new audiences and grow sales.
Attendees will learn:
How to increase ticket sales
How to attract a multigenerational audience
The art of storytelling
Fundamental of luxury-Chapter 2.pdf
This document discusses principles of luxury marketing compared to traditional marketing. It notes that luxury sells emotions rather than functionality, and that positioning and pandering to customers can dilute a luxury brand's identity. Luxury brands should maintain exclusivity, scarcity, and an air of mystery. Advertising creates an aspirational brand image rather than making direct sales pitches. Digital marketing can promote the brand's heritage and storytelling while maintaining a sense of exclusivity for luxury shoppers.
Similar to Marlee's part of the ppt (20)
Marketing, Sales and PR Workshop at Startup Pirates Tirana 2016
Marketing, Sales and PR Workshop at Startup Pirates Tirana 2016
More from Parowan FFA
Jeopardy final
The document appears to be a game of Jeopardy with questions and answers about various topics related to consumerism such as: the rise of department stores with owners like B.A. Rogers and Macy's; how women began working as store clerks; how railroads helped consumerism by transporting goods; Henry Ford being inspired by meat packing plants for the assembly line; and the rise of advertising and muckraking journalists. The final question asks what three minority species Harry Potter called to fight against the Dark Lord Waldemart.
Epilogue
This document provides an overview of major economic and cultural trends in the United States from the 1920s through the present. It discusses the Roaring Twenties era of conspicuous consumption, followed by economic hard times during the Great Depression. After World War II, suburbanization and consumerism increased as the US economy dominated globally. Shopping malls then replaced downtown department stores to better serve consumers in the suburbs. More recently, "big box" retailers and online shopping have challenged traditional malls.
Epilogue
The document summarizes trends in American consumerism and retail from the 1920s to today. It describes the peak of conspicuous consumption in the Roaring Twenties, followed by hardship during the Great Depression. Post-war, advertising and suburban expansion drove a revival in consumerism. Malls replaced downtown stores as suburbs and car ownership grew. Recently, "big box" retailers and online shopping have challenged traditional malls.
Maegun conclusion
Selling consumption through advertising remains widespread, though some minor victories for truth in advertising have occurred. While the initial stages of rampant consumerism through advertising have changed, promotion of overconsumption as a goal continues as strongly as before. In short, advertising still promotes consumption, even if truth requirements have increased slightly.
Advertisements
The document is a rare American poster from c. 1910 advertising Paull Bros. Musical Comedians, a vaudeville act. It likely featured a black banjo player who was actually a white performer in blackface, a common practice at the time. The poster promotes a musical comedy act that included banjo performances.
Frederick douglass
Frederick Douglass was born into slavery in 1818 in Maryland. He taught himself to read and write and eventually escaped from slavery in 1838, changing his name to Frederick Douglass. He became a prominent abolitionist, writer, and orator. Throughout his life he advocated for the abolition of slavery and equal rights, publishing his autobiography in 1845. He served as an advisor to President Lincoln during the Civil War and continued advocating for civil rights until his death in 1895.
More from Parowan FFA (6)
Marlee's part of the ppt
- 1. What is advertising? Earnest Calkins’ definition of advertising: “A picturesque way of putting it is to call it business imagination, an imagination that sees in a product possibilities which can be realized only by appealing to the public in new ways to create a desire where none existed before. . .”
- 2. How would you try to sell a product to a man? Or to a woman? How would you target a specific audience if you worked in advertising? How would you get a feel for the future customers who may be different than you?
- 3. FORGET ABOUT THE FORGET ABOUT SALES/ PRICES. LOCATION.
- 5. How would you behave in a store like this? What type of class would you expect to shop here? Why would this look attract customers in the late 19th and early 20th century?