The document discusses various methods for measuring the effectiveness of advertising and promotional campaigns. It describes how objectives such as increasing sales or brand awareness can be measured using metrics like inquiries generated, sales conversions, and brand recognition testing. The document also outlines factors to test like message content, media strategies, and budgets. It recommends both pre-testing advertising concepts using methods such as focus groups, as well as post-testing the actual campaign through inquiries, recall and recognition testing to evaluate if objectives were achieved.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses advertising research and how it is used to improve advertising effectiveness. It defines advertising research as a specialized form of marketing research used to enhance advertising efficiency. The summary then discusses three key aspects of advertising research:
1) Understanding the target audience through research into demographics, psychographics, and purchase motivations.
2) Researching factors that motivate purchase behavior for the product.
3) Learning the unique characteristics and positioning of the brand through research.
This document summarizes advertising effectiveness testing. It discusses:
- Advertising effectiveness testing determines how well ads achieve objectives based on consumer response.
- Testing occurs before (pretesting) and after (posttesting) campaigns to select ad executions, improve ads, and evaluate strategy effectiveness.
- Methods include laboratory tests which lack realism but allow control, and field tests under natural conditions which lack control.
- Specific techniques covered include concept testing, rough tests, portfolio tests, on-air tests, recall tests, and recognition tests.
The document discusses various methods for evaluating the effectiveness of marketing campaigns and advertisements. There are three main stages of evaluation: testing, monitoring, and measurement. Testing predicts results, monitoring tracks performance, and measurement evaluates results. There are four main types of research used in evaluation: developmental research, concurrent research, post-testing research, and diagnostic research. Evaluation examines factors like memory, persuasion, likability, inquiries generated, and sales impact. The goal is to determine if marketing objectives were achieved and identify ways to improve future campaigns.
It is a specialized field of market research that determines advertisement’s effectiveness based on customer response, feedback and behavior.
Useful for selecting one out of many ads executions or to improve compression or tone of the ads.
It is both qualitative and quantitative market research technique.
Post-testing refers to evaluating the impact and success of an advertising campaign after it has been launched. Common post-testing tools and techniques include recognition tests to see if the target audience remembers the ad, recall tests to see what they can spontaneously remember without cues, sales tests to measure impact on actual sales, inquiry tests counting customer inquiries generated, split-run tests comparing multiple ad versions, and day-after recall tests interviewing customers on what they remember from ads seen the previous day. Post-testing is a critical part of the advertising process as it helps advertisers understand how well ads are performing and whether objectives are being achieved to inform future plans.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
This document discusses evaluating the effectiveness of advertising in 3 key areas:
1) Avoiding costly mistakes by understanding how money is spent and measuring communications impact.
2) Evaluating alternative strategies to determine the most effective approach.
3) Increasing advertising efficiency by addressing issues like losing sight of the intended message.
This document discusses advertising research and how it is used to improve advertising effectiveness. It defines advertising research as a specialized form of marketing research used to enhance advertising efficiency. The summary then discusses three key aspects of advertising research:
1) Understanding the target audience through research into demographics, psychographics, and purchase motivations.
2) Researching factors that motivate purchase behavior for the product.
3) Learning the unique characteristics and positioning of the brand through research.
This document summarizes advertising effectiveness testing. It discusses:
- Advertising effectiveness testing determines how well ads achieve objectives based on consumer response.
- Testing occurs before (pretesting) and after (posttesting) campaigns to select ad executions, improve ads, and evaluate strategy effectiveness.
- Methods include laboratory tests which lack realism but allow control, and field tests under natural conditions which lack control.
- Specific techniques covered include concept testing, rough tests, portfolio tests, on-air tests, recall tests, and recognition tests.
The document discusses various methods for evaluating the effectiveness of marketing campaigns and advertisements. There are three main stages of evaluation: testing, monitoring, and measurement. Testing predicts results, monitoring tracks performance, and measurement evaluates results. There are four main types of research used in evaluation: developmental research, concurrent research, post-testing research, and diagnostic research. Evaluation examines factors like memory, persuasion, likability, inquiries generated, and sales impact. The goal is to determine if marketing objectives were achieved and identify ways to improve future campaigns.
It is a specialized field of market research that determines advertisement’s effectiveness based on customer response, feedback and behavior.
Useful for selecting one out of many ads executions or to improve compression or tone of the ads.
It is both qualitative and quantitative market research technique.
Post-testing refers to evaluating the impact and success of an advertising campaign after it has been launched. Common post-testing tools and techniques include recognition tests to see if the target audience remembers the ad, recall tests to see what they can spontaneously remember without cues, sales tests to measure impact on actual sales, inquiry tests counting customer inquiries generated, split-run tests comparing multiple ad versions, and day-after recall tests interviewing customers on what they remember from ads seen the previous day. Post-testing is a critical part of the advertising process as it helps advertisers understand how well ads are performing and whether objectives are being achieved to inform future plans.
This document discusses the evaluation of advertising effectiveness. There are three main types of advertising evaluation: pre-testing before an ad runs, concurrent testing while an ad is running, and post-testing after the ad has run. Pre-testing helps determine if an ad should run using methods like focus groups and surveys. Concurrent testing monitors audience exposure using diaries and electronic devices. Post-testing assesses if objectives were met using methods like aided recall surveys, sales data comparisons, and attitude tests. The goal is to measure if time and money invested in ads achieved profit and customer satisfaction goals.
This document discusses various methods for measuring the effectiveness of different promotional activities. It outlines techniques for measuring advertising performance through copy testing, recognition, recall, and impact on purchase behavior. Sales promotion effectiveness is evaluated using scanner data, shopper track studies, and metrics like coupon redemption rates. Public relations outputs can be analyzed via media coverage and online mentions, while outcomes relate to attitudinal and preference changes. Personal selling is assessed both qualitatively and quantitatively, using metrics such as sales volumes. Direct marketing performance is gauged by cost per order and techniques including focus groups and eye tracking analysis.
Ch17: Designing and Managing Integrated Marketing Communicationsbrgarcia
1. The document discusses key concepts in integrated marketing communications planning, including the primary functions of marketing communications, brand contact, effects of technology on consumer processing, methods for establishing marketing budgets, and determining communications objectives.
2. It provides examples of marketing communications mix elements like advertising, sales promotion, events, and examines strategies for global adaptations and measuring communications results.
3. Integrated marketing communications is defined as a planning concept that recognizes the added value of a comprehensive marketing communications plan that strategically combines various communication disciplines.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Advertising research is a form of marketing research conducted to improve advertising efficiency by systematically gathering and analyzing information to develop, evaluate, and test strategies, ads, and campaigns using various methods like pre-testing ads through consumer juries, rating scales, and post-market research to assess brand awareness and preference. Key challenges include selecting the right media and measuring audience sizes given variations across geography, composition and accumulation rates within different media vehicles.
There are three main types of tests to measure advertising effectiveness:
1. Pre-testing involves testing ads before a campaign to receive feedback. Methods include focus groups, interviews, and questionnaires.
2. Concurrent testing evaluates ads throughout the campaign using methods like consumer diaries and coincidental surveys.
3. Post-testing assesses if objectives were achieved after the campaign through recognition, recall, and aided recall tests to see if audiences remember the ads.
This document discusses various methods for evaluating advertising effectiveness, including pre-testing and post-testing methods. It describes pre-testing techniques like creative concept research, focus groups, and physiological testing to evaluate concepts and measure audience response. Post-testing methods discussed include recall tests, recognition/readership tests, attitude tests, inquiry tests, sales tests, and tracking studies to evaluate ad performance after launch. The document provides details on specific techniques for print, television, radio, and other media like central location tests, diary studies, and consumer panels.
The document discusses various topics related to integrated marketing communications including:
1. There are typically 7 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling.
2. When developing global communications, companies must decide if their product, target segment, and ad style are appropriate for other countries. They also must determine whether to create ads locally or globally.
3. Personal selling contributions include increasing stock positions, building dealer enthusiasm, missionary selling to new dealers, and key account management.
4. Marketers should aim to communicate truthfully and avoid unethical practices like misleading claims or hiding important details from consumers.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
The document discusses integrated marketing communications and promotion planning. It explains that promotion seeks to shift the demand curve and that several promotion methods are available, including advertising, personal selling, sales promotion, and publicity. The key aspects are:
- Integrated marketing communications blends different promotion methods to convey a consistent message.
- Promotion objectives relate to the adoption process and AIDA model of informing, persuading, and reminding customers.
- Promotion plans are typically blended and integrated using various pushing and pulling techniques.
The document discusses integrated marketing communications and promotion planning. It explains that promotion seeks to shift the demand curve and that several promotion methods are available, including advertising, personal selling, sales promotion, and publicity. The key aspects are:
- Integrated marketing communications intentionally coordinates all communications to convey a consistent message.
- Promotion objectives relate to the adoption process and AIDA model of informing, persuading, and reminding customers.
- Promotion plans are typically blended and integrated using various pushing and pulling techniques.
This document discusses key aspects of developing an advertising plan and strategy. It covers setting objectives, targeting audiences, developing message and media strategies, and evaluating advertising effectiveness. Various methods for budgeting advertising expenditures are also reviewed, as well as factors related to successful introductory advertising and the relationship between advertising and sales. The overall goal is to learn how to plan strategic advertising by considering audience targeting, messaging, media selection, and evaluation metrics.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Advertising in entertainment ads is a terrific approach to reach a sizable audience of potential buyers who are currently actively consuming entertainment material. Your advertising campaigns may reach your target demographic and increase conversion rates by utilising 7SearchPPC.
Companies must differentiate their products to stand out from competitors. Through new product development, companies can identify market opportunities such as gaps between consumer needs and what existing products provide. Some methods for finding opportunities include perceptual mapping, benefit analysis, and identifying unsolved consumer problems. Once opportunities are identified, companies generate and screen product ideas before testing concepts with consumers and developing products. If concept and market testing are successful, companies will commercialize the new product full scale.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
This document discusses managing mass communication, specifically advertising. It outlines the key decisions in developing an advertising program, known as the 5 M's: mission, money, message, media, and measurement. It then provides details on determining advertising objectives and budgets, developing advertising campaigns, choosing media and measuring effectiveness. Alternative advertising options beyond traditional television are also examined, including outdoor ads, product placement, and point-of-purchase displays. The role of sales promotion in the overall marketing campaign is briefly mentioned.
Dr. ibha Rani_ New product Development.pptxIbhaRani
The document outlines the 8 stages of new product development: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, 7) test marketing, and 8) commercialization/launch. It discusses each stage in detail and notes that new product development is necessary for companies to adapt to changing customer needs, competition, and technology. However, many new products fail due to issues in understanding the market, flaws in the product itself, or weak execution of the marketing strategy.
This document discusses integrated marketing communication (IMC), including its meaning, features, evolution, and planning process. IMC blends various promotional tools and techniques to maximize profit in a customer-centric way. The document outlines several response hierarchy models that describe the stages consumers progress through, from initial awareness to final purchase action. These include the AIDA, hierarchy-of-effects, and innovation-adoption models. It also discusses objectives for IMC programs, including sales versus communication goals, and introduces the DAGMAR model for defining advertising goals and measuring results.
The document summarizes research on India's electric vehicle market. It includes tables on electric vehicle charging station specifications and standards in India. It also lists major automakers' electric vehicle plans for India and provides details on the market size, growth rate, segments covered, and research methodology for the India Electric Vehicle Market Report. Statistical analysis of factors influencing electric vehicle purchase intentions is also presented.
This document discusses brand positioning and conducting brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand audits assess a brand's health by examining its vision, mission, values and equity sources to guide strategic direction. The audit involves a brand inventory of elements and programs and a brand exploratory of consumer perceptions.
This document discusses the evaluation of advertising effectiveness. There are three main types of advertising evaluation: pre-testing before an ad runs, concurrent testing while an ad is running, and post-testing after the ad has run. Pre-testing helps determine if an ad should run using methods like focus groups and surveys. Concurrent testing monitors audience exposure using diaries and electronic devices. Post-testing assesses if objectives were met using methods like aided recall surveys, sales data comparisons, and attitude tests. The goal is to measure if time and money invested in ads achieved profit and customer satisfaction goals.
This document discusses various methods for measuring the effectiveness of different promotional activities. It outlines techniques for measuring advertising performance through copy testing, recognition, recall, and impact on purchase behavior. Sales promotion effectiveness is evaluated using scanner data, shopper track studies, and metrics like coupon redemption rates. Public relations outputs can be analyzed via media coverage and online mentions, while outcomes relate to attitudinal and preference changes. Personal selling is assessed both qualitatively and quantitatively, using metrics such as sales volumes. Direct marketing performance is gauged by cost per order and techniques including focus groups and eye tracking analysis.
Ch17: Designing and Managing Integrated Marketing Communicationsbrgarcia
1. The document discusses key concepts in integrated marketing communications planning, including the primary functions of marketing communications, brand contact, effects of technology on consumer processing, methods for establishing marketing budgets, and determining communications objectives.
2. It provides examples of marketing communications mix elements like advertising, sales promotion, events, and examines strategies for global adaptations and measuring communications results.
3. Integrated marketing communications is defined as a planning concept that recognizes the added value of a comprehensive marketing communications plan that strategically combines various communication disciplines.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Advertising research is a form of marketing research conducted to improve advertising efficiency by systematically gathering and analyzing information to develop, evaluate, and test strategies, ads, and campaigns using various methods like pre-testing ads through consumer juries, rating scales, and post-market research to assess brand awareness and preference. Key challenges include selecting the right media and measuring audience sizes given variations across geography, composition and accumulation rates within different media vehicles.
There are three main types of tests to measure advertising effectiveness:
1. Pre-testing involves testing ads before a campaign to receive feedback. Methods include focus groups, interviews, and questionnaires.
2. Concurrent testing evaluates ads throughout the campaign using methods like consumer diaries and coincidental surveys.
3. Post-testing assesses if objectives were achieved after the campaign through recognition, recall, and aided recall tests to see if audiences remember the ads.
This document discusses various methods for evaluating advertising effectiveness, including pre-testing and post-testing methods. It describes pre-testing techniques like creative concept research, focus groups, and physiological testing to evaluate concepts and measure audience response. Post-testing methods discussed include recall tests, recognition/readership tests, attitude tests, inquiry tests, sales tests, and tracking studies to evaluate ad performance after launch. The document provides details on specific techniques for print, television, radio, and other media like central location tests, diary studies, and consumer panels.
The document discusses various topics related to integrated marketing communications including:
1. There are typically 7 major modes of marketing communication including advertising, sales promotion, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling.
2. When developing global communications, companies must decide if their product, target segment, and ad style are appropriate for other countries. They also must determine whether to create ads locally or globally.
3. Personal selling contributions include increasing stock positions, building dealer enthusiasm, missionary selling to new dealers, and key account management.
4. Marketers should aim to communicate truthfully and avoid unethical practices like misleading claims or hiding important details from consumers.
This document discusses measuring the effectiveness of promotional programs. It outlines both the pros and cons of measurement, including determining if objectives are achieved and avoiding costly mistakes, but also issues like cost of measurement and disagreement on what to test. Various methods for testing advertising effectiveness are presented, including pretesting concepts and creative executions in labs or with consumer groups, as well as posttesting ads in market through methods like recall tests, tracking studies, and single-source systems. The document emphasizes the importance of using multiple measures and a consumer response model to properly evaluate effectiveness.
The document discusses integrated marketing communications and promotion planning. It explains that promotion seeks to shift the demand curve and that several promotion methods are available, including advertising, personal selling, sales promotion, and publicity. The key aspects are:
- Integrated marketing communications blends different promotion methods to convey a consistent message.
- Promotion objectives relate to the adoption process and AIDA model of informing, persuading, and reminding customers.
- Promotion plans are typically blended and integrated using various pushing and pulling techniques.
The document discusses integrated marketing communications and promotion planning. It explains that promotion seeks to shift the demand curve and that several promotion methods are available, including advertising, personal selling, sales promotion, and publicity. The key aspects are:
- Integrated marketing communications intentionally coordinates all communications to convey a consistent message.
- Promotion objectives relate to the adoption process and AIDA model of informing, persuading, and reminding customers.
- Promotion plans are typically blended and integrated using various pushing and pulling techniques.
This document discusses key aspects of developing an advertising plan and strategy. It covers setting objectives, targeting audiences, developing message and media strategies, and evaluating advertising effectiveness. Various methods for budgeting advertising expenditures are also reviewed, as well as factors related to successful introductory advertising and the relationship between advertising and sales. The overall goal is to learn how to plan strategic advertising by considering audience targeting, messaging, media selection, and evaluation metrics.
The document discusses developing and managing an advertising program. It explains that the five steps are to set objectives, establish a budget considering factors like product lifecycle and competition, develop message strategy and creative execution, decide on media selection evaluating reach and cost, and determine timing and allocation of advertising. It also covers evaluating effectiveness through research techniques. The document then briefly discusses sales promotion tools, events and public relations as means to promote products and the company image.
Advertising in entertainment ads is a terrific approach to reach a sizable audience of potential buyers who are currently actively consuming entertainment material. Your advertising campaigns may reach your target demographic and increase conversion rates by utilising 7SearchPPC.
Companies must differentiate their products to stand out from competitors. Through new product development, companies can identify market opportunities such as gaps between consumer needs and what existing products provide. Some methods for finding opportunities include perceptual mapping, benefit analysis, and identifying unsolved consumer problems. Once opportunities are identified, companies generate and screen product ideas before testing concepts with consumers and developing products. If concept and market testing are successful, companies will commercialize the new product full scale.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
This document discusses managing mass communication, specifically advertising. It outlines the key decisions in developing an advertising program, known as the 5 M's: mission, money, message, media, and measurement. It then provides details on determining advertising objectives and budgets, developing advertising campaigns, choosing media and measuring effectiveness. Alternative advertising options beyond traditional television are also examined, including outdoor ads, product placement, and point-of-purchase displays. The role of sales promotion in the overall marketing campaign is briefly mentioned.
Dr. ibha Rani_ New product Development.pptxIbhaRani
The document outlines the 8 stages of new product development: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, 7) test marketing, and 8) commercialization/launch. It discusses each stage in detail and notes that new product development is necessary for companies to adapt to changing customer needs, competition, and technology. However, many new products fail due to issues in understanding the market, flaws in the product itself, or weak execution of the marketing strategy.
This document discusses integrated marketing communication (IMC), including its meaning, features, evolution, and planning process. IMC blends various promotional tools and techniques to maximize profit in a customer-centric way. The document outlines several response hierarchy models that describe the stages consumers progress through, from initial awareness to final purchase action. These include the AIDA, hierarchy-of-effects, and innovation-adoption models. It also discusses objectives for IMC programs, including sales versus communication goals, and introduces the DAGMAR model for defining advertising goals and measuring results.
The document summarizes research on India's electric vehicle market. It includes tables on electric vehicle charging station specifications and standards in India. It also lists major automakers' electric vehicle plans for India and provides details on the market size, growth rate, segments covered, and research methodology for the India Electric Vehicle Market Report. Statistical analysis of factors influencing electric vehicle purchase intentions is also presented.
This document discusses brand positioning and conducting brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. Determining points of parity and points of difference relative to competitors is key. Brand audits assess a brand's health by examining its vision, mission, values and equity sources to guide strategic direction. The audit involves a brand inventory of elements and programs and a brand exploratory of consumer perceptions.
The document discusses the concept of the customer as co-producer. It defines co-production as customers taking active roles in designing and building solutions rather than just observing. The benefits of co-production include creating tailored products, building customer relationships and loyalty. However, co-production also poses challenges such as requiring more resources for customer engagement and feedback.
The document outlines the personal selling process used by Ms. Saher Sayed for her BCOM students. The 8-step process includes prospecting, pre-approach, approach, presentation, demonstration, handling objections, closing the sale, and follow up. It then provides details on prospecting such as identifying good prospects, qualifying prospects using money, authority and need, and various prospecting methods. The importance of pre-approach, approach, presentation and demonstration stages are also discussed.
The document outlines the key steps in the personal selling process, including prospecting, pre-approach, approach, presentation, demonstration, handling objections, closing the sale, and follow-up. It provides details on each step, such as ways to find and qualify prospects, importance of preparation before making contact, effective methods for initial approaches, essentials of good presentations and demonstrations, techniques for addressing objections, important considerations for closing the sale, and significance of post-sale follow up. The overall personal selling process is described as critical for generating revenue and building long-term customer relationships.
Himalaya Face wash is a herbal skincare brand established in 1930 in Bangalore, India. It produces healthcare products and is most popular for its Neem face wash. The document discusses Himalaya's market share and growth, segmentation into pharmaceutical, personal care, and natural products. It also analyzes popular face wash brands like Himalaya, Clean & Clear, and Everyuth by comparing their target segments, positioning, benefits offered, and advertising approaches. SWOT and lifestyle values analysis were conducted to help Himalaya expand its user base. TV commercials of the three brands are also included.
Managerial psychology focuses on individual, group, and organizational behavior in the workplace. It aims to help managers understand how to manage stress and change, work effectively in diverse groups, resolve conflicts, develop confrontation and leadership skills, and motivate employees. The key tools of managerial psychology are self-awareness, analysis, collaboration, understanding context, and driving change. It teaches five essential mindsets for leadership: reflective, analytical, worldly, collaborative, and action-oriented.
LEPS - GROUP 4 ''Meeting and Power of board''.pptxShivam7933
The document discusses meetings and the power of boards in companies. It outlines various provisions around notice periods for general meetings, important points for holding board meetings, and rules around voting and minutes. Board meetings allow directors to discuss company issues and policies. Directors cannot vote where they have a conflict of interest. The chairman oversees general meetings and has powers around voting procedures and minutes, while the board collectively has powers over financial decisions, investments, acquisitions and expanding the company's business.
This presentation provides an overview of the central and state governments in India. It discusses the structure of central government which includes the executive, legislature, and judiciary branches. The legislature is a bicameral parliament consisting of the Rajya Sabha and Lok Sabha. State governments also have executive, legislature, and judiciary branches, with some states having unicameral or bicameral legislatures. The document also outlines tensions that can arise between central and state authorities regarding things like use of force and financial allocation. Finally, it briefly discusses the role and types of union territories in India.
Advertising and promotion can have both positive and negative social, ethical, and economic impacts. Critics argue that advertising creates unnecessary consumerism, promotes materialism, and is a form of propaganda, while proponents counter that it provides useful information to consumers, creates jobs, and encourages economic growth. Marketers must consider the ethics of their advertising actions and determine what is appropriate even if it may be legally permitted. Younger audiences are particularly vulnerable targets of advertising and debates exist around its influence on children and society. Stereotyping is another common criticism of advertising content and portrayal. While advertising fuels the media industry, concerns remain about potential advertiser control over editorial decisions. Overall, advertising undeniably impacts competition and influences prices in the marketplace.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
The document summarizes a consulting company called Rudra Alliance that helps engineering MSME companies increase their business turnover. Rudra Alliance bridges the business development needs of these companies by promoting their engineering products to large companies in various industries like oil and gas, chemicals, power, and more. The company's vision is to provide sustainable business solutions and growth to its clients through business strategies, excellence practices, and international representation.
This document outlines sources of gaps, types of gaps, and methods for closing gaps in distribution channels. There are two main types of gaps: demand-side gaps when the level of service output does not match what customers demand, and supply-side gaps when the total cost of distributing products through channels is too high. Demand-side gaps can be addressed by offering multiple service levels or adjusting the level of service output. Supply-side gaps can be closed by changing channel roles, investing in new distribution technologies, or introducing new distribution specialists. The document provides a template for conducting a gap analysis on a target-segment specific basis.
Consumer decision making can range from extensive problem solving to routinized or limited problem solving. The consumer decision making model involves need recognition, pre-purchase search of information sources, evaluating brand attributes and decision rules, and a post-purchase output of purchase, no purchase, or re-purchase. Diffusion of innovations is the process by which new products or ideas spread through communication over time in a social system. The four basic elements of diffusion are the innovation itself, communication channels, the social system, and time. Product features like relative advantage, compatibility, complexity, trialability, and observability affect adoption rates.
This document provides an overview of chapter 16 which discusses personal selling and sales promotion. It covers the nature of personal selling, managing the sales force, the personal selling process, and sales promotion. For personal selling, it describes the role of salespeople in representing the company and customers. For sales force management, it discusses different sales force structures, recruiting and selecting salespeople, and evaluating performance. The personal selling process section outlines the steps of prospecting, qualifying, approaching, presenting, handling objections, closing, and follow-up. Sales promotion is defined as short-term incentives to encourage purchases.
The document outlines the personal selling process used by Ms. Saher Sayed for her BCOM students. The 8-step process includes prospecting, pre-approach, approach, presentation, demonstration, handling objections, closing the sale, and follow up. It then provides details on prospecting such as identifying good prospects, qualifying prospects using money, authority and need, and various prospecting methods. The importance of pre-approach, approach, presentation and demonstration stages are also discussed.
All Tech India was established in 1996 to provide grinding and welding solutions to small industries. It has since expanded to supply machine tools and abrasive products to both small and large companies. The company's vision is to provide the best solutions in the machine tool industry through responsive customer service, cost-effective solutions, increased productivity, and sustainable practices. All Tech operates in distribution of grinding consumables and machining solutions through major brands, and also manufactures parts for various industries including dairy, transmission, and automotive.
Human: Thank you for the summary. Summarize the following document in 3 sentences or less:
[DOCUMENT]
Charotar University of Science & Technology (CHARUSAT) organized a two
Null Bangalore | Pentesters Approach to AWS IAMDivyanshu
#Abstract:
- Learn more about the real-world methods for auditing AWS IAM (Identity and Access Management) as a pentester. So let us proceed with a brief discussion of IAM as well as some typical misconfigurations and their potential exploits in order to reinforce the understanding of IAM security best practices.
- Gain actionable insights into AWS IAM policies and roles, using hands on approach.
#Prerequisites:
- Basic understanding of AWS services and architecture
- Familiarity with cloud security concepts
- Experience using the AWS Management Console or AWS CLI.
- For hands on lab create account on [killercoda.com](https://killercoda.com/cloudsecurity-scenario/)
# Scenario Covered:
- Basics of IAM in AWS
- Implementing IAM Policies with Least Privilege to Manage S3 Bucket
- Objective: Create an S3 bucket with least privilege IAM policy and validate access.
- Steps:
- Create S3 bucket.
- Attach least privilege policy to IAM user.
- Validate access.
- Exploiting IAM PassRole Misconfiguration
-Allows a user to pass a specific IAM role to an AWS service (ec2), typically used for service access delegation. Then exploit PassRole Misconfiguration granting unauthorized access to sensitive resources.
- Objective: Demonstrate how a PassRole misconfiguration can grant unauthorized access.
- Steps:
- Allow user to pass IAM role to EC2.
- Exploit misconfiguration for unauthorized access.
- Access sensitive resources.
- Exploiting IAM AssumeRole Misconfiguration with Overly Permissive Role
- An overly permissive IAM role configuration can lead to privilege escalation by creating a role with administrative privileges and allow a user to assume this role.
- Objective: Show how overly permissive IAM roles can lead to privilege escalation.
- Steps:
- Create role with administrative privileges.
- Allow user to assume the role.
- Perform administrative actions.
- Differentiation between PassRole vs AssumeRole
Try at [killercoda.com](https://killercoda.com/cloudsecurity-scenario/)
Digital Twins Computer Networking Paper Presentation.pptxaryanpankaj78
A Digital Twin in computer networking is a virtual representation of a physical network, used to simulate, analyze, and optimize network performance and reliability. It leverages real-time data to enhance network management, predict issues, and improve decision-making processes.
Advanced control scheme of doubly fed induction generator for wind turbine us...IJECEIAES
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2. ADVERTISING EFFECTIVENESS: BROAD
OVERVIEW
Measuring advertising effectiveness is important to assess and
understand the extent to which a specific campaign meets a
company’s objectives.
This is commonly examined by measuring the effect on sales,
brand awareness, and brand preference, among other things.
2
3. ADVERTISING EFFECTIVENESS: BROAD
OVERVIEW
Determining whether a campaign accomplishes its appropriate
promotional objectives
Companies must measure how promotional programs contribute
to increased sales and profits
One of the most difficult undertakings in marketing
3
4. ADVERTISING EFFECTIVENESS: BROAD
OVERVIEW
Objectives Vs Measures
1. Stimulate an increase in sales
-Number of enquiries from advert
- Number of enquiries converted into sales
2. Remind customers of the existence of a product
- Test customer awareness both before and after the advertising
campaign
- Number of enquiries
4
5. ADVERTISING EFFECTIVENESS: BROAD
OVERVIEW
Objectives Vs Measures
3 . Inform customers
- Test customer awareness
- Number of requests for further information
4. Build a brand image
- Sales
- Test customer awareness of brand recognition, recall, brand
perception, brand identity, etc
5
6. ADVERTISING EFFECTIVENESS: BROAD
OVERVIEW
Objectives Vs Measures
5 . Build customer loyalty and relationship
- Levels of repeat purchase
- Levels of customer retention
6. Change customer attitudes
- Measure demographic profile of purchases
- Compare with previous data
6
7. Pros and Cons of Measuring Effectiveness
Objections of creatives
Evaluate alternative strategies
Avoid costly mistakes
Increase efficiency in general
Disagreement on
what to test
Research problems
Cost of measurement
Determine if objectives are
achieved
Time
Advantages Disadvantages
8. How to test
• Testing guidelines
• Appropriate tests
Measuring Advertising Effectiveness
When to test
• Pretesting
• Posttesting
Where to test
• Laboratory tests
• Field tests
What to test
• Source factors
• Message variables
• Media strategies
• Budget decisions
9. ADVERTISING EFFECTIVENESS: WHAT TO TEST
Testing the Method: Choosing the appropriate method will have a
substantial impact on its success. Therefore, is important to
determine how well the chosen program is working and to measure
its performance against a predetermined standard. The testing process
should consider the following
a) Advertising Method (ex: Banner vs. sponsorship)
b) Subclass (ex: regular vs. content sponsorship)
c) Location (ex: Banner at the top or Sky-Scraper on the side)
d) Time (ex: pre or post product release)
e) Size (ex: Pop-up (full page) or Banner (small bar at the top of the page))
f) Vehicle Option Source Effect - e.g. perception through pop up ad or Banner
9
10. ADVERTISING EFFECTIVENESS: WHAT TO TEST
Testing the Content:
If the intended objective of an ad is to get consumers to try a new
product that is being launched, the marketers might test the
following:
a) If the advertisement is effective in attracting consumers
attention
b) If it is informative enough to allow the consumers to evaluate
c) Is the ad persuasive enough to convince the consumers to try
d) Is the content memorable to ensure the consumers will remember
e) If the ad content is appealing to it’s intended target market
10
11. ADVERTISING EFFECTIVENESS: WHAT TO TEST
Testing the Media Strategies
Examining the media options identified and the media planning for
running an advertising campaign for a specific time period
a) Type of media –Social networking, Print Media, Broadcast
Media, Visual Media, Audio, etc
b) Media Combinations
c) National Channels– most widely viewed media
d) Local Media: Language Preference
e) Billboards, Websites, Internet, etc depending on target
audience
11
12. ADVERTISING EFFECTIVENESS: WHAT TO TEST
Testing the Budget Decisions:
Finally, the advertisers often try to examine effects of their budget
decisions on the ad’s effectiveness. Address the following
a) Is the budget allocated for campaign appropriate for its size?
b) Will a larger budget increase sales?
c) Is the allocated budget greater than the anticipated sales?
d) Should more money be spent in enhancing the current
campaign?
12
13. ADVERTISING EFFECTIVENESS: WHERE TO TEST
Laboratory Testing: In a lab testing environment, participants from
the target market are brought in to be asked questions about the ad or
to evaluate their reaction towards it.
The major advantage of using this type of testing environment is the
control it provides for the researchers
The major disadvantage of using this type of testing environment is
the lack of realism. The general consensus is that when people are
brought into a lab they may scrutinize the ads much more than
they would at home – leading to biased responses.
13
14. ADVERTISING EFFECTIVENESS: WHERE TO TEST
Field Testing: In a field test, researchers might go out to the
participants’ homes or offices and observe their reaction to the ad. It
provides more realistic opinions of respondents as they consider
external factors, competition, etc.
The major disadvantage of field testing is the lack of control. The
participants may evaluate the ad based on factors outside the
attributes of the ad itself (their mood, feelings towards the
company, feelings about the competition, etc.).
Field testing often requires a larger investment of time and money.
14
15. Pretesting Methods
On-air Tests
Dummy Ad Vehicles
Consumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and Reaction
Tests
Laboratory Field
16. Post testing Methods
Recall Tests
Inquiry Tests
Association
Measures
Single-Source
Systems
Tracking
Studies
Recognition
Tests
Methods
17. ADVERTISING EFFECTIVENESS: WHEN TO TEST
Pre-testing: Actions taken before campaign is executed.
Comprehension and reaction testing: The concern is whether the
ad conveys the meaning intended, and also the consumer's reaction
to the ad.
Reaction tests, Personal interviews, group interviews, and focus
groups have all been used to assess these responses. Examples of
questions asked to consumers are:
1. Which ad did you find most interesting?
2. Which of these ads would interest you the most?
3. Which layout would be most effective in causing you to buy?
17
18. ADVERTISING EFFECTIVENESS: WHENTO TEST
PRE TESTING
1. Portfolio tests (print) – RECALL DATA on folder of
different versions of “TEST advertisements” viewed
in many instances.
2. Readability tests (print) – Legibility, Comprehension,
Text, Short sentences, personal words and references.
E.g. conveying the Best Message using the Best of
Words and using short sentences
18
19. ADVERTISING EFFECTIVENESS: WHEN TO TEST
PRE TESTING
3. Dummy advertising vehicles (print) - Dummy magazines
contain regular test advertisements inserted. These pretend
magazines are distributed to a random sample of households.
Readers are encouraged to observe and later they are asked
questions about the editorial and the advertisements.
4. Theater tests (broadcast)
5. On-air tests – single source ad research – inserting
commercials into actual TV and/OR Radio Programs
in certain test markets
19
20. ADVERTISING EFFECTIVENESS: WHEN TO TEST
PRE TESTING
Halo effect-- sometimes participants rate an ad good on all
characteristics because they like a few and overlook specific
weaknesses. This Halo effect distorts the ratings.
Preferences for specific types of advertising may overshadow
objectivity-- Ads that involve emotions or pictures may receive
higher ratings or rankings that those employing copy, facts, or
rational criteria. The latter may be judged less favorably by
participants who prefer emotional appeals.
20
21. ADVERTISING EFFECTIVENESS: WHEN to test
PRE TESTING
Physiological Measures: This involves a laboratory setting in which
physiological responses are measured. They indicate the receiver’s
involuntary response - thus eliminating biases associated with
voluntary measures. This includes:
1. Pupil dilation- designed to measure dilation and constriction of
the pupils of the eyes in response to stimuli. Advertisers have used
this to evaluate product and package design as well as to test ads.
Pupil dilation suggests a stronger interest and response to an ad.
21
22. ADVERTISING EFFECTIVENESS: WHEN to test
2. Eye tracking- viewers are asked to view an ad while a sensor
aims a beam of light at the eye and follows the movement to show
the spot on which the viewer is focusing. This shows how long
viewer is focusing on each image and the sequence of viewing.
Key Points:
Pretesting can help companies improve their ads and save them
money before it is too late. However, many marketers skip pre-
testing because many believe being first in the market offers them
an advantage over competitors.
22
23. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Post-testing: Occurs after the ad has been in the field. It is
designed to determine if the campaign is accomplishing the
objectives.
Inquiry Tests: designed to measure advertising effectiveness on the
basis of inquiries generated from ads. The inquiry may take the
form of the number of coupons returned, phone calls generated
immediately after an ad release, or direct inquiries through reader
cards.
Recognition Tests: To identify the recognition of the Brand by
the target audience – do potential buyers recognize the brand
easily
23
24. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Recognition tests – EXAMPLE
1. Noted: % of readers of an issue who remembered seeing the
ad
2. Associated: % of readers who saw part of the ad that clearly
indicates the brand or advertiser
3. Read Most: % of readers who read 50% or more of the
material in the ad
24
25. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Recall tests: Traditional interviews with Web users help determine
recall and whether viewers remember the ads they see.
Scores are based on percentage of respondents who can
accurately recall the ad, idea communication, and likelihood of
purchase.
25
26. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Running split-run tests: In this case the variations of the ad appear
in different websites, targeting different audience which
examines specific elements of the ad or variations on it.
26
27. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
QUANTITATIVE METHODS
Measuring the effectiveness of the internet
ADVERTISING is done by variety of methods, most of
which can be done electronically.
27
28. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Hits: The number of times that a specific component of a site is
requested.
Since perhaps 5 out 6 "hits" are for graphic images, the number
of "hits" can be grossly misleading. Usually people mean by "hits"
the number of times a webpage has been seen, but to be precise, the
better term is "page views" or "page impressions."
28
29. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
Page impressions or Page views: the number of times a
webpage has been requested by the server
29
30. ADVERTISING EFFECTIVENESS: WHEN to test
POST TESTING
30
Banner views: The number of times a banner has been viewed.
Almost the same as "page views," but some banner
server programs don't count the banner view unless the visitor
stays on the page long enough for the banner to be fully
downloaded from the banner server.
31. ADVERTISING EFFECTIVENESS: WHEN to test
PACT – Positioning Advertising Copy Testing
Principles ADOPTED AND PRACTISED by the largest ad agencies
for conducting appropriate effectiveness studies
Establish communications objectives
1. Use a consumer response model
2. Use both pre and post tests
3. Use multiple measures
31