The document provides an overview of chapter 19 from a Principles of Marketing textbook. It discusses key concepts related to advertising, public relations, and sales promotions including:
1) The steps in designing and executing an advertising campaign such as identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact.
2) The objectives of advertising which are to inform, persuade, or remind the target audience.
3) How advertisers appeal to consumers through emotional or informational appeals tailored to the target audience.
4) The types of media companies use to deliver their messages including mass media to reach broad audiences and niche media to target specific groups.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
The document discusses advertising and public relations strategies used by GEICO, an auto insurance company. It begins by explaining the differences between advertising and public relations. It then details GEICO's history, starting as a small insurer targeting government employees, before expanding nationally in the 1990s. A key part of GEICO's growth was hiring an advertising agency that launched humorous commercials featuring a gecko spokesperson. The gecko became very popular and helped increase awareness and sales significantly. Since then, GEICO has continued developing fresh ad campaigns while also offering customers online services and competitive rates. Overall, GEICO demonstrates how effective advertising can help a company expand from a niche player to a major industry competitor.
McDonald's is the world's largest fast food chain with over 36,000 restaurants globally. In the UAE, McDonald's has over 110 restaurants operated by Emirates Fast Food Co. as the local franchise owner. McDonald's marketing objectives aim to increase market share and brand awareness. Its marketing mix involves product development and menu items tailored to customer preferences, competitive pricing, promotional campaigns using various advertising channels, and effective distribution to ensure wide availability of products. Recommendations include integrating different promotional methods, maintaining a consistent brand message, educating customers, and targeting specific audiences using the most suitable media.
Advertising is a form of communication used to encourage or persuade an audience to take action regarding a commercial offering or political/ideological issue. The purpose is usually to drive consumer behavior or reassure stakeholders. Advertising messages are paid for by sponsors and viewed through various media like television, radio, newspapers/magazines, outdoor displays, direct mail, and digital platforms. Spending on advertising in 2010 was estimated at $142.5 billion in the US and $467 billion worldwide.
Advertising works if planned and implemented effectively. It attracts customers, creates loyalty, and increases sales and profits. However, its effects are subtle and occur over time. Dramatic success is rare, and effective ads are creative, unique, and instill desire. While advertising influences consumer behavior through cognition, affection, and action, its impact is difficult to predict as consumer mental processes are dynamic. For advertising to be most effective, it must be targeted, informative, distinctive, and tested before large-scale implementation.
An advertising agency is an independent business that helps clients promote their products and services. They handle tasks like creating advertising campaigns, developing branding strategies, and coordinating sales promotions. There are different types of agencies like limited-service, specialist, and in-house agencies. The agency works as a mediator between producers and consumers to connect them. It develops ads from the producer's perspective and promotes them once approved by the client. The relationship between agencies and their media clients is one of partnership and collaboration. Regular reviews are important to follow diligently across all aspects of the relationship. Advertising research uses various approaches and perspectives to improve advertising efficiency and understand how consumers interact with ads.
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.
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
This document provides an overview of the structure of the advertising industry, including the key players and their roles. It discusses advertisers, advertising and promotion agencies, external facilitators, media organizations, and target audiences. It also provides examples of large advertisers and agencies, the services agencies provide, and how different types of media organizations are compensated.
The document discusses advertising and public relations strategies used by GEICO, an auto insurance company. It begins by explaining the differences between advertising and public relations. It then details GEICO's history, starting as a small insurer targeting government employees, before expanding nationally in the 1990s. A key part of GEICO's growth was hiring an advertising agency that launched humorous commercials featuring a gecko spokesperson. The gecko became very popular and helped increase awareness and sales significantly. Since then, GEICO has continued developing fresh ad campaigns while also offering customers online services and competitive rates. Overall, GEICO demonstrates how effective advertising can help a company expand from a niche player to a major industry competitor.
McDonald's is the world's largest fast food chain with over 36,000 restaurants globally. In the UAE, McDonald's has over 110 restaurants operated by Emirates Fast Food Co. as the local franchise owner. McDonald's marketing objectives aim to increase market share and brand awareness. Its marketing mix involves product development and menu items tailored to customer preferences, competitive pricing, promotional campaigns using various advertising channels, and effective distribution to ensure wide availability of products. Recommendations include integrating different promotional methods, maintaining a consistent brand message, educating customers, and targeting specific audiences using the most suitable media.
Advertising is a form of communication used to encourage or persuade an audience to take action regarding a commercial offering or political/ideological issue. The purpose is usually to drive consumer behavior or reassure stakeholders. Advertising messages are paid for by sponsors and viewed through various media like television, radio, newspapers/magazines, outdoor displays, direct mail, and digital platforms. Spending on advertising in 2010 was estimated at $142.5 billion in the US and $467 billion worldwide.
Advertising works if planned and implemented effectively. It attracts customers, creates loyalty, and increases sales and profits. However, its effects are subtle and occur over time. Dramatic success is rare, and effective ads are creative, unique, and instill desire. While advertising influences consumer behavior through cognition, affection, and action, its impact is difficult to predict as consumer mental processes are dynamic. For advertising to be most effective, it must be targeted, informative, distinctive, and tested before large-scale implementation.
An advertising agency is an independent business that helps clients promote their products and services. They handle tasks like creating advertising campaigns, developing branding strategies, and coordinating sales promotions. There are different types of agencies like limited-service, specialist, and in-house agencies. The agency works as a mediator between producers and consumers to connect them. It develops ads from the producer's perspective and promotes them once approved by the client. The relationship between agencies and their media clients is one of partnership and collaboration. Regular reviews are important to follow diligently across all aspects of the relationship. Advertising research uses various approaches and perspectives to improve advertising efficiency and understand how consumers interact with ads.
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.
John Manlove Marketing & Communications (JMMC) provides expertise in interactive and digital marketing. They partner with emerging technology companies to stay up-to-date on trends. JMMC helps clients leverage new technologies like search engine optimization, online display ads, social media, and mobile integration. Their approach focuses on driving interest, response, and cost-effectiveness to meet marketing objectives. Past clients have seen benefits such as increased website traffic, leads, and sales through JMMC's digital strategies.
This document provides an introduction to advertising and marketing communications. It defines advertising and discusses the different types of media used, including mass media, addressable media, interactive media, and nontraditional media. It also explains integrated marketing communications (IMC) and how it aims to ensure all promotional messages are carefully linked together. IMC seeks to integrate all aspects of the marketing mix, including advertising, sales promotion, public relations, direct marketing and more. The document outlines the need for IMC due to issues like media proliferation, increased competition, cynical consumers and the need to build stronger relationships through consistent messaging.
White paper optimise your marketing mix By Allen Mukwenhabrandmalawi
This is an expanded presentation by Allen Mukwenha the CEO for EXP Malawi. He made the presentation at the 3rd Season of the Marketers Conference.
It was an eye opening presentation into the world of Experiential Marketing, how it can be brought to life and why it is an important element when developing a campaign to include it as part of the marketing mix.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKINGHimal Rustagi
The document discusses the impact of advertising on consumer behavior. It examines a survey of 100 consumers in Pune, India that found advertising highly influences consumer preferences and brand selection. The major reasons for this preference are attractive advertising policies and perceptions of high product quality portrayed in advertisements. Specifically, the survey found TV advertisements to most influence consumer purchases of products like Nestle by creatively conveying messages, emotions, and value systems about the brand. Therefore, the study concludes that advertisements significantly impact consumer buying behavior, and companies should emphasize effective ad campaigns to retain and grow their markets.
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
The document discusses integrated marketing communications (IMC), including its definition, importance, and key concepts. IMC is defined as a strategic planning process that coordinates all brand communication channels to influence consumers. The goal of IMC is to generate short-term financial returns and build long-term brand value through persuasive and measurable communication programs. IMC considers all relevant audiences and demands accountability and measurement of communication outcomes.
Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
This document provides an introduction to advertising, including its history and definitions. It discusses advertising as a paid, non-personal form of promotion through mass media to identify a sponsor. The history outlines key developments from the 15th century to modern internet advertising in India. Advertising functions to differentiate products, communicate information, and increase brand loyalty and sales. It benefits customers by informing them and encouraging product improvements, while benefiting society through job creation and increased living standards.
1. The document discusses marketing communication and advertising. It defines marketing communication as messages used to communicate with the market, including advertising, direct marketing, branding, packaging, online presence, and more.
2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Presentation on terminology of advertisingIshmeet Oberoi
This document defines key terminology used in advertising. It begins by explaining that the Latin word 'advertere' means to attract the mind. It then provides definitions for over 50 common advertising terms, including advertiser, advertising, circulation, copy, insertion, layout, media buying service, national advertising, preferred position, and readership. Sources for further information on advertising terminology are also provided.
This document discusses advertising definitions, decisions, and case studies. It defines advertising and outlines major decisions around objectives, budgets, messages, and media. Case Study 1 details a campaign against binge drinking in Australia that aimed to reduce alcohol promotion in sports. Case Study 2 examines a £100,000 Facebook advertising campaign by the UK government that achieved 583,000 likes and promoted Britain. The document concludes that effective advertising depends on message and creative strategy, and media mix affects audience coverage.
The document discusses the purpose and effective use of advertising for refractive eye surgery practices. It notes that advertising is just one component of marketing and that practices should focus first on developing strong internal marketing fundamentals. The document cautions against using advertising as a substitute for more targeted outreach methods. It also provides guidance on developing effective advertising, such as keeping messages concise to avoid overwhelming patients with too much information, using truthful claims backed by data instead of hype, and focusing on motivating patients to contact the practice rather than addressing their fears.
Impact of advertising on non durable goods of household consumer a case studySajeeb Shrestha, PhD
This document summarizes a study on the impact of advertising on non-durable household goods in Nepal. The study aims to analyze the effectiveness of different media (TV, radio, newspapers) on consumer buying behavior for goods like soap, shampoo, cosmetics and noodles. It reviews previous related studies and concepts. The methodology section outlines a sample of 60 consumers surveyed using questionnaires. Correlation and regression analysis will be used to analyze relationships between advertising and spending on non-durable goods across different media. The study aims to identify the most impactful media for advertising each type of good.
7 effective types of advertising for your small businessAlejandroTrinidad7
The document discusses 7 effective types of advertising for small businesses. These include digital advertising like social media ads on Facebook, Instagram, and LinkedIn which have low costs and targeting abilities. Pay-per-click ads on search engines like Google Ads are also effective. Mobile ads can reach many younger customers who shop online via phones. Print ads remain relevant for some local businesses targeting older customers. Radio, TV, and outdoor ads may work if budgets allow for the local audience. Direct mail can effectively reach customers one-on-one if creatively designed.
This document provides an overview of advertising and public relations concepts. It defines advertising as a paid form of non-personal promotion to inform potential customers and encourage sales. It discusses different advertising types such as informative, persuasive, comparative, and reminder advertising. It also covers advertising classifications based on media used, appeals, regions, and the sales presentation process. Public relations aims to build good relations with stakeholders to maintain a positive brand reputation. The document concludes with an explanation of the hierarchy of effects model for advertising campaigns.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
The document discusses the evolution of advertising and brand promotion in the United States from the 18th century to present day. It describes how the rise of capitalism and the Industrial Revolution led to mass production, creating demand for advertising to stimulate product sales. Modern mass media further grew advertising. Key periods discussed include the P.T. Barnum era, Depression era, post-WWII years, and modern digital/online era, showing how advertising adapted to social and economic conditions over time.
The document criticizes several common marketing practices from the West that are often adopted without consideration of their actual effectiveness. Specifically it argues that:
1) Separating communications into "above the line" and "below the line" is an outdated practice based on advertising agency commissions, not marketing effectiveness. Brand communications should be integrated instead of separated.
2) Interruption-based communications focused only on reach and frequency often fail to meaningfully involve customers or drive purchase intent.
3) A sole focus on brand awareness is misguided, as awareness only matters if the brand is making itself relevant to customers' lives. Purchase intent and behavior are better goals.
The document advocates for marketing practices focused
This document provides an overview of advertising management and concepts. It begins with defining advertising and describing its key features and functions. It then discusses the different types of advertising based on geographical area, target audience, demand influence level, purpose, timing, appeal, and media. The document also covers what makes an ad effective, the importance and benefits of advertising, as well as potential harms. It discusses the role of advertising in a company's marketing mix and analyzes advertising through economic, social, legal, and ethical lenses.
This document discusses marketing ethics and corporate social responsibility. It covers topics such as ethical values, ethics versus social responsibility, frameworks for ethical decision making, and integrating ethics into marketing strategy. The document contains learning objectives, diagrams, images, and questions to help explain these concepts over several pages. It is from a marketing textbook and is intended for educational use by authorized instructors.
1. The document discusses integrated marketing communications (IMC), including the communication process, the AIDA model of generating awareness, interest, desire and action in consumers, and various IMC channels both online and offline.
2. It also covers planning and measuring IMC success through defining objectives and metrics, as well as setting budgets through objective-and-task and rule-of-thumb methods.
3. Key metrics discussed for evaluating IMC include frequency, reach, gross rating points, clicks, impressions, and return on investment.
John Manlove Marketing & Communications (JMMC) provides expertise in interactive and digital marketing. They partner with emerging technology companies to stay up-to-date on trends. JMMC helps clients leverage new technologies like search engine optimization, online display ads, social media, and mobile integration. Their approach focuses on driving interest, response, and cost-effectiveness to meet marketing objectives. Past clients have seen benefits such as increased website traffic, leads, and sales through JMMC's digital strategies.
This document provides an introduction to advertising and marketing communications. It defines advertising and discusses the different types of media used, including mass media, addressable media, interactive media, and nontraditional media. It also explains integrated marketing communications (IMC) and how it aims to ensure all promotional messages are carefully linked together. IMC seeks to integrate all aspects of the marketing mix, including advertising, sales promotion, public relations, direct marketing and more. The document outlines the need for IMC due to issues like media proliferation, increased competition, cynical consumers and the need to build stronger relationships through consistent messaging.
White paper optimise your marketing mix By Allen Mukwenhabrandmalawi
This is an expanded presentation by Allen Mukwenha the CEO for EXP Malawi. He made the presentation at the 3rd Season of the Marketers Conference.
It was an eye opening presentation into the world of Experiential Marketing, how it can be brought to life and why it is an important element when developing a campaign to include it as part of the marketing mix.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKINGHimal Rustagi
The document discusses the impact of advertising on consumer behavior. It examines a survey of 100 consumers in Pune, India that found advertising highly influences consumer preferences and brand selection. The major reasons for this preference are attractive advertising policies and perceptions of high product quality portrayed in advertisements. Specifically, the survey found TV advertisements to most influence consumer purchases of products like Nestle by creatively conveying messages, emotions, and value systems about the brand. Therefore, the study concludes that advertisements significantly impact consumer buying behavior, and companies should emphasize effective ad campaigns to retain and grow their markets.
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
The document discusses integrated marketing communications (IMC), including its definition, importance, and key concepts. IMC is defined as a strategic planning process that coordinates all brand communication channels to influence consumers. The goal of IMC is to generate short-term financial returns and build long-term brand value through persuasive and measurable communication programs. IMC considers all relevant audiences and demands accountability and measurement of communication outcomes.
Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
This document provides an introduction to advertising, including its history and definitions. It discusses advertising as a paid, non-personal form of promotion through mass media to identify a sponsor. The history outlines key developments from the 15th century to modern internet advertising in India. Advertising functions to differentiate products, communicate information, and increase brand loyalty and sales. It benefits customers by informing them and encouraging product improvements, while benefiting society through job creation and increased living standards.
1. The document discusses marketing communication and advertising. It defines marketing communication as messages used to communicate with the market, including advertising, direct marketing, branding, packaging, online presence, and more.
2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Presentation on terminology of advertisingIshmeet Oberoi
This document defines key terminology used in advertising. It begins by explaining that the Latin word 'advertere' means to attract the mind. It then provides definitions for over 50 common advertising terms, including advertiser, advertising, circulation, copy, insertion, layout, media buying service, national advertising, preferred position, and readership. Sources for further information on advertising terminology are also provided.
This document discusses advertising definitions, decisions, and case studies. It defines advertising and outlines major decisions around objectives, budgets, messages, and media. Case Study 1 details a campaign against binge drinking in Australia that aimed to reduce alcohol promotion in sports. Case Study 2 examines a £100,000 Facebook advertising campaign by the UK government that achieved 583,000 likes and promoted Britain. The document concludes that effective advertising depends on message and creative strategy, and media mix affects audience coverage.
The document discusses the purpose and effective use of advertising for refractive eye surgery practices. It notes that advertising is just one component of marketing and that practices should focus first on developing strong internal marketing fundamentals. The document cautions against using advertising as a substitute for more targeted outreach methods. It also provides guidance on developing effective advertising, such as keeping messages concise to avoid overwhelming patients with too much information, using truthful claims backed by data instead of hype, and focusing on motivating patients to contact the practice rather than addressing their fears.
Impact of advertising on non durable goods of household consumer a case studySajeeb Shrestha, PhD
This document summarizes a study on the impact of advertising on non-durable household goods in Nepal. The study aims to analyze the effectiveness of different media (TV, radio, newspapers) on consumer buying behavior for goods like soap, shampoo, cosmetics and noodles. It reviews previous related studies and concepts. The methodology section outlines a sample of 60 consumers surveyed using questionnaires. Correlation and regression analysis will be used to analyze relationships between advertising and spending on non-durable goods across different media. The study aims to identify the most impactful media for advertising each type of good.
7 effective types of advertising for your small businessAlejandroTrinidad7
The document discusses 7 effective types of advertising for small businesses. These include digital advertising like social media ads on Facebook, Instagram, and LinkedIn which have low costs and targeting abilities. Pay-per-click ads on search engines like Google Ads are also effective. Mobile ads can reach many younger customers who shop online via phones. Print ads remain relevant for some local businesses targeting older customers. Radio, TV, and outdoor ads may work if budgets allow for the local audience. Direct mail can effectively reach customers one-on-one if creatively designed.
This document provides an overview of advertising and public relations concepts. It defines advertising as a paid form of non-personal promotion to inform potential customers and encourage sales. It discusses different advertising types such as informative, persuasive, comparative, and reminder advertising. It also covers advertising classifications based on media used, appeals, regions, and the sales presentation process. Public relations aims to build good relations with stakeholders to maintain a positive brand reputation. The document concludes with an explanation of the hierarchy of effects model for advertising campaigns.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
The document discusses the evolution of advertising and brand promotion in the United States from the 18th century to present day. It describes how the rise of capitalism and the Industrial Revolution led to mass production, creating demand for advertising to stimulate product sales. Modern mass media further grew advertising. Key periods discussed include the P.T. Barnum era, Depression era, post-WWII years, and modern digital/online era, showing how advertising adapted to social and economic conditions over time.
The document criticizes several common marketing practices from the West that are often adopted without consideration of their actual effectiveness. Specifically it argues that:
1) Separating communications into "above the line" and "below the line" is an outdated practice based on advertising agency commissions, not marketing effectiveness. Brand communications should be integrated instead of separated.
2) Interruption-based communications focused only on reach and frequency often fail to meaningfully involve customers or drive purchase intent.
3) A sole focus on brand awareness is misguided, as awareness only matters if the brand is making itself relevant to customers' lives. Purchase intent and behavior are better goals.
The document advocates for marketing practices focused
This document provides an overview of advertising management and concepts. It begins with defining advertising and describing its key features and functions. It then discusses the different types of advertising based on geographical area, target audience, demand influence level, purpose, timing, appeal, and media. The document also covers what makes an ad effective, the importance and benefits of advertising, as well as potential harms. It discusses the role of advertising in a company's marketing mix and analyzes advertising through economic, social, legal, and ethical lenses.
This document discusses marketing ethics and corporate social responsibility. It covers topics such as ethical values, ethics versus social responsibility, frameworks for ethical decision making, and integrating ethics into marketing strategy. The document contains learning objectives, diagrams, images, and questions to help explain these concepts over several pages. It is from a marketing textbook and is intended for educational use by authorized instructors.
1. The document discusses integrated marketing communications (IMC), including the communication process, the AIDA model of generating awareness, interest, desire and action in consumers, and various IMC channels both online and offline.
2. It also covers planning and measuring IMC success through defining objectives and metrics, as well as setting budgets through objective-and-task and rule-of-thumb methods.
3. Key metrics discussed for evaluating IMC include frequency, reach, gross rating points, clicks, impressions, and return on investment.
Grewal & Levy 5e Chapter 6 - Consumer Behaviorkpatric
This document summarizes the key stages in the consumer decision process: need recognition, information search, alternative evaluation, purchase, and post-purchase. It describes factors that influence each stage such as functional and psychological needs, internal and external information search, perceived risks, and evaluation criteria. The document also discusses how involvement, situational factors, and the marketing mix influence the consumer decision process and lead to different types of buying decisions like extended problem solving or impulse buying.
Chapter 9 - Segmentation, Targeting, and Positioning kpatric
This document outlines the segmentation, targeting, and positioning process that companies go through when developing marketing strategies. It includes 5 steps: 1) Establish strategy and objectives, 2) Use segmentation methods to divide the market, 3) Evaluate segment attractiveness, 4) Select a target market, and 5) Develop a positioning strategy. Key points covered include different segmentation methods, criteria for evaluating segment attractiveness, targeting strategies like undifferentiated vs differentiated, and how to develop a positioning strategy using techniques like perceptual maps.
This document provides an overview of promotional strategy concepts including advertising appeals, creative execution styles, rational and emotional appeals, transformational advertising, combining rational and emotional appeals, levels of relationships with brands, reminder advertising, teaser ads, user-generated content, print advertising components, television commercial tactics, and the production process for TV commercials. It uses examples and exhibits from the specified textbook to illustrate these concepts.
This document discusses pricing concepts and strategies. It covers the five Cs of pricing: company objectives, customers, costs, competition, and channel members. It explains key pricing concepts like elasticity, break-even analysis, and the relationship between price and quantity sold. The learning objectives are to explain the different pricing orientations, price elasticity, calculating break-even points, and types of price competition levels.
This document provides an overview of key concepts in communication and promotional strategy. It includes visual models of the communication process, message encoding and decoding, factors that influence effective communication, and response models. Promotional strategies are discussed, including selecting appropriate communication channels and target audiences. Models for developing advertising strategies based on audience involvement and thinking versus feeling orientations are presented.
This document outlines the key elements of developing marketing strategies and a marketing plan. It discusses:
- The three phases of a strategic plan: planning, implementing, and controlling.
- The five steps in creating a marketing plan: 1) define the business mission, 2) conduct a situation analysis using SWOT, 3) identify opportunities using segmentation, targeting, and positioning (STP), 4) implement the marketing mix to increase customer value, and 5) evaluate performance.
- The four Ps of the marketing mix: product, price, place, and promotion and how they are used to create, capture, deliver, and communicate value to customers.
- Portfolio analysis and its four quadrants used
This document contains a chapter about perspectives on consumer behavior from a McGraw-Hill textbook. It includes models of consumer decision making and influences on behavior. It discusses concepts like problem recognition, Maslow's hierarchy of needs, perception processes, attitude formation, and environmental influences from culture, social class, and reference groups. Figures and tables illustrate concepts like learning theories and marketing research methods.
This document discusses segmentation, targeting, and positioning in marketing. It outlines a 5-step process: 1) establish strategy and objectives, 2) use segmentation methods to divide the market, 3) evaluate segment attractiveness, 4) select target markets, and 5) develop a positioning strategy. Segmentation methods include demographic, behavioral, and psychographic approaches. Key criteria for attractive segments are that they are identifiable, substantial, reachable, responsive, and profitable. The chapter also covers targeting strategies and developing positioning through a product's value, attributes, symbols, and competition.
This document outlines a chapter on personal selling and sales management. It discusses the personal selling process in 5 steps: generating and qualifying leads, preapproach, sales presentation and overcoming reservations, closing the sale, and follow-up. It also addresses managing a sales force, including recruiting, training, motivating, and evaluating salespeople. Finally, it covers some of the ethical and legal issues that can arise in personal selling.
This chapter discusses product, branding, and packaging decisions. It covers the components of a product, different types of consumer products, and strategies for product mix and lines. Branding strategies like branding, brand equity, brand ownership, naming, extensions, licensing, and repositioning are explained. The advantages of packaging and labeling are also outlined. The learning objectives are to describe key aspects of products, brands, and packaging.
This document discusses business-to-business (B2B) marketing. It describes the major B2B markets which include manufacturers and service providers, resellers, institutions, and government. It then outlines the six stages in the B2B buying process: need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. It also discusses the different roles in the buying center, types of organizational cultures, and buying situations.
This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
The document discusses various topics related to developing an effective media strategy, including:
1) The changing media landscape and factors leading to changes in media.
2) Key terms and concepts in media planning such as media objectives, strategy, vehicles, reach, and frequency.
3) Steps involved in developing a media plan and calculating important metrics like gross ratings points.
4) Considerations for developing media strategies such as target audience coverage, scheduling, and flexibility.
This document discusses business-to-business (B2B) marketing. It describes the various B2B markets which include manufacturers and service providers, resellers, institutions, and government. The stages of the B2B buying process are then outlined which include need recognition, product specifications, request for proposal (RFP) process, proposal analysis and supplier selection, order specification, and vendor performance assessment. The roles in the buying center such as influencer, decider, buyer, user, gatekeeper, and initiator are also defined. Different organizational cultures like democratic, consultative, consensus, and autocratic are described. Finally, the types of buying situations - new buy, straight rebuy, and modified rebuy are
The document discusses models of the communication process. It describes various forms of message encoding including pictures, words, music, and animation. It also discusses different communication channels such as personal channels, word-of-mouth, and print/broadcast media. Several models of the communication process are presented, including the basic model involving a sender, encoding, channel, decoding, receiver, noise, response, and feedback.
This document summarizes a chapter about marketing services from a Principles of Marketing textbook. It discusses how services differ from products in being intangible, heterogeneous, perishable, and inseparable in production and consumption. It also covers the four gaps in the Service Gap Model: the knowledge gap between customer expectations and company perception; the standards gap between company standards and delivery; the delivery gap between standards and actual service; and the communications gap between promises and actual service. Finally, it discusses evaluating service quality, setting service standards, overcoming gaps, and service recovery strategies.
This document outlines key concepts from a chapter on product, branding, and packaging decisions. It includes 8 learning objectives that will be covered, such as describing product components, identifying types of consumer products, and explaining branding strategies. The chapter then covers topics like the difference between a product mix's breadth and a product line's depth, the advantages brands provide, components of brand equity, and how packaging impacts marketing success. Examples and questions are provided to illustrate and test understanding of the concepts.
This document provides an overview of integrated marketing communications (IMC). It begins with the learning objectives of identifying IMC components, explaining the AIDA model, describing integrative communication channels, explaining IMC budget allocation, and identifying IMC metrics. The document then discusses key aspects of IMC, including the communication process, the AIDA model, various IMC elements like advertising, public relations, sales promotions, and online marketing, as well as how to plan for and measure IMC success using marketing metrics.
This document discusses the promotional mix, which consists of advertising, personal selling, sales promotion, and publicity. It defines each element and discusses their advantages and disadvantages. The document also covers developing an advertising program, which involves setting objectives, budget, strategy, and messages. A large portion discusses advertising in particular, including definitions, meaning, and the 4 decisions involved in developing an advertising program: objectives, budget, strategy, and messages.
This document provides an overview of key concepts from a marketing principles course. It defines marketing and discusses the four Ps of marketing (product, price, place, promotion). It explains that marketing creates value for customers by satisfying needs and wants through an exchange process. The role of marketing has evolved from a production focus to a customer focus on delivering value. Marketing impacts various stakeholders and is important for both organizations and society.
Promotional strategies of tripple em pakistanMUHAMMAD UMAIR
Tripple EM Pakistan is a food producing company. The document discusses promotional strategies the company uses to market its products, including advertising through print, television, and billboards. It also discusses using cooking demonstrations in cities to introduce new products. The company employs both push and pull promotional strategies, using advertising, public relations, and sales promotions.
The document provides an overview of promotion and the promotion mix. It discusses the six main elements of the promotion mix: advertising, sales promotion, personal selling, public relations, publicity, and propaganda. It then focuses on advertising, defining it and outlining the five main stages of an advertising campaign: setting objectives, budget, messages, media selection, and evaluation. Finally, it discusses different advertising media including indoor media like newspapers, magazines, radio, television, and film, as well as outdoor media such as posters, painted displays, electric signs, and more.
This presentation covers the whole topic of marketing communication or promotion including the Promotion Mix as Product Mix and Tools of the promotion, fully explained. followed by which promotional objectives and media selection and management.
This document provides information about advertising and sales promotion, including definitions and concepts. It discusses:
- The meaning and definition of advertising according to various sources.
- The characteristics of advertising such as it being a paid form of communication and a tool for promotion.
- The objectives of advertising which are to inform, persuade and remind.
- The importance of advertising to both customers and businesses.
- The different types, advantages, disadvantages and processes involved in advertising.
This document provides information about advertising concepts including definitions, characteristics, objectives, importance, promotion mix, types, processes, classification, advantages, and disadvantages. Some key points:
- Advertising is a paid, non-personal communication from an identified sponsor to inform or persuade target audiences. It is one part of a company's promotion mix.
- The main objectives are to inform, persuade, and remind audiences. Advertising benefits customers by increasing awareness and quality, and benefits businesses by building brand awareness, image, and sales.
- The promotion mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Common types of advertising include print, broadcast, outdoor, digital, and product integration
Market research collects information about customers to ensure products meet their wants and needs profitably. Without understanding customers, many businesses fail. Market analysis studies a market's size, growth, costs, distribution channels, trends and success factors. Marketing strategy coordinates long-term activities like advertising across media to reach large audiences. Advertising raises awareness and increases sales by informing people of new products. Brand promotion builds customer loyalty through increasing awareness of what makes a brand unique.
Overview of Advertising ManagementNow onto the creative part---adv.docxMARRY7
Overview of Advertising Management
Now onto the creative part---advertising! The American Marketing Association (AMA) defines
advertising
as
The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas ("Definition of Advertising," 2013, para. 86).
But before sketching out advertisements, we should understand that advertising plays important role in marketing communications and the business as a whole. Remember the
hierarchy of effects model
?
The steps in that model are awareness, knowledge, liking, preference, conviction, and purchase.
As mentioned, advertisers have to convince customers to travel through all six steps of a model in order to purchase the product.
The main functions of advertising reflect those
six steps
.
Advertising is needed to increase brand awareness or remind a customer of the brand (awareness), inform or communicate product information to the customer (knowledge), to influence or convince the customer that the brand meets his or her needs (liking and preference), and finally add value to the brand by increasing market share (conviction and purchase).
The
advertising management program
is the process of creating the advertising strategy, implement the strategy, and determine the effectiveness.
Overall, there are
three main steps
to the advertising management process: consider the company's goals and objectives as well as the established marketing communications objectives, determine the advertising strategy, implement the strategy, and measure the effectiveness.
In Week 4, we looked at setting marketing communications objectives along with budgeting.
Next, the advertising and marketing managers will determine the advertising strategy.
This includes creating the advertising messages (along with a creative brief) and selecting the preferred media for the advertisements.
Developing the advertising message will be discussed in Lecture #2 and Planning and Analysis of Advertising Media are the topics of the video presentation.
Before the advertising messages are created, the organization will have to determine who will complete that task.
Depending on the business, there are
three
options
: an in-house advertising department, a` la carte advertising, or an external advertising agency.
In-house advertising
is used by a few large companies that want to retain creative control over the message.
An in-house advertising department varies in size but usually includes researchers, creative talent, and media buyers.
The advantage of the in-house advertising departments is that the employees are part of the company's organization and are well versed in its mission and vision.
They could have immediate access to the developers of the product and have more .
This document discusses the relationship between marketing and advertising. It defines marketing as activities related to creating and delivering products or services of value to customers, while defining advertising as paid promotional messages to build brand relationships. The key points made are:
1) Marketing develops marketing plans to guide advertising campaigns, which are outlined in creative briefs. This ensures advertising messages align with business goals.
2) Successful advertising and marketing require collaboration between teams to understand business objectives and develop creative ideas that resonate with target audiences.
3) Research is important for both marketing and advertising to understand customers, competitors, and how to position brands effectively.
4) While their goals are aligned, marketing and advertising have distinct roles - marketing
The document discusses the 5 M's of advertising - Mission, Money, Message, Media, and Measurement. It provides details about each M:
Mission involves setting advertising objectives such as to inform, persuade, or remind. Money refers to determining the advertising budget based on factors like the product's stage in its life cycle. Message involves generating the advertising message through inductive and deductive methods. Media is selecting the appropriate media vehicles to reach the target audience. Measurement is evaluating the effectiveness of the advertising campaign by assessing communication and sales impact.
A project report on advertising effectivenessSatnam Wadwal
The document discusses various topics related to advertising including:
1. Definitions of advertising, publicity, and what constitutes an advertisement.
2. The objectives, features, need for measuring effectiveness, and functions of advertising.
3. Different types of advertising classified by financial matters, demand influence, objectives, audience, geographical coverage, and response sought.
4. The benefits and objectives of advertising for businesses.
5. When and why advertising should be used versus other promotional methods.
6. Common advertising media including print, outdoor, broadcast, and digital.
IMPACT ON ADVERTISING ON CONSUMER BEHAVIOURkezia florence
This document is a project report submitted by Payella Kezia Florence to Aurora's Business School on the impact of advertising on consumer behavior. The report includes an introduction that defines advertising and discusses its types and advantages. It also discusses the relationship between advertising and market share. The objectives of the study are to analyze how advertising influences consumer attitudes and purchase of durable goods like TVs and refrigerators. The report presents examples of advertising and includes sections on data analysis, conclusions, a questionnaire, and bibliography.
1. The document discusses integrating marketing communications to build brand equity. It provides an overview of various marketing communication options including advertising, promotions, event marketing, public relations, personal selling, and integrated marketing communications.
2. It describes the ideal advertising campaign and categories of advertising. It also discusses promotions, event marketing and sponsorship, public relations and publicity, and personal selling.
3. The document emphasizes developing integrated marketing communications programs through evaluating communication options, determining optimal mixes, and guidelines for effective marketing communications.
Changing attitudes of consumers through emotional advertisingYohan DSouza
This document provides a project report on changing consumer attitudes through emotional advertising. It discusses advertising and the increasing clutter consumers face. It then examines how emotions like happiness, sadness, and fear can influence consumers when used in advertising. The report aims to study which emotions positively or negatively impact consumers' purchase decisions. It details research conducted on emotional advertising and concludes with findings on how certain emotions can facilitate understanding of advertising messages and influence buying behavior.
Chapter 11: Advertising, Integrated Marketing Communications, and the Changin...tjamisonedu
This document discusses integrated marketing communications (IMC) and the promotional mix. It defines IMC as using different communication tools in a coordinated way to deliver a consistent message to buyers. The promotional mix includes advertising, personal selling, public relations, sales promotions, and direct marketing. The document outlines factors to consider when setting a promotional budget and allocating funds across different media types.
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
1) The document discusses integrated marketing communication (IMC) strategies used by Bajaj for its Pulsar motorcycle brand. IMC involves coordinating different promotional elements like advertising, public relations, sales promotions etc. to deliver consistent branding.
2) Bajaj has used IMC successfully for Pulsar through ads, press releases, dealer promotions and R&D innovations that have kept the 10-year-old brand competitive. Pulsar is a market leader in India with various engine options.
3) Key aspects of Bajaj's IMC for Pulsar discussed are its manufacturing units, focus on R&D, global expansion plans through partnerships, and view of Pulsar
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
AI Driven Emotional Recognition in Digital Ads - Tarun Gupta
Ppt Chapter 19
1. Principles of Marketing
MKT3010
Chapter 19
Advertising, Public
Relations, and Sales
Promotions
Patricia Knowles, Ph.D.
Associate Professor
Clemson University 1
2. 2
Principles of Marketing
MKT3010
2
Advertising, Public Relations, and Sales
Promotions
These are the learning objectives guiding the chapter and will be explored in more detail in the
following slides.
Describe the steps in designing and executing an advertising
campaign.
Identify three objectives of advertising.
Describe the different ways that advertisers appeal to consumers.
Identify the various types of media.
Identify agencies that regulate advertising.
Describe the elements of a public relations toolkit.
Identify the various types of sales promotions.
LO1
LO2
LO3
LO4
LO5
LO6
LO7
3. 33
Tropicana
PepsiCo’s Tropicana dominates the domestic orange juice market with approximately $1 billion
in annual sales. Tropicana wanted to consolidate its market lead by unleashing a new wave of
advertising, with costs of $500–$600 million, in a vigorous attempt to gain even more market
share.
Principles of Marketing
MKT3010
Courtesy Tropicana Products, Inc.
4. 44
Steps in Planning and Executing an Ad
Campaign
Principles of Marketing
MKT3010
Identify target audience
Set advertising objectives
Determine the advertising Budget
Convey the message
Evaluate and select media
Create advertisements
Assess impact
5. 55
Identify Target Audience
Principles of Marketing
MKT3010
The success of an advertising program depends on how well the advertiser can identify its
target audience. Firms conduct research to identify their target audience, then use the
information they gain to set the tone for the advertising program and help them select the media
they will use to deliver the message to that audience.
Conduct research
Use the information to set the tone
Select the media Getty Images/Comstock Images
7. 77
Advertising Objectives
Principles of Marketing
MKT3010
An advertising campaign has three broad objectives: inform, persuade, or remind the target
audience.
Inform
Persuade
Remind
8. 88
Advertising Objectives
Principles of Marketing
MKT3010
This is a good ad to help the mother and parent feel more “normal” about their older child’s
bedwetting issue and persuade them to purchase this product for their child.
Designing an ad for a delicate
topic for parents and kids
Courtesy The Procter & Gamble Company
12. 1212
Reminder Advertising
Principles of Marketing
MKT3010
Reminder advertising is communication used to remind or prompt repurchases, especially for
products that have gained market acceptance and are in the maturity stage of their life cycle.
Used by Permission of Deutsch Inc as Agent for
National Fluid Milk Processor Promotion Board
• Communication used to remind or prompt
repurchases
• Occurs after the products have gained
market acceptance
14. 1414
Social Marketing
Principles of Marketing
MKT3010
Public service advertisements are designed to raise awareness of public welfare issues and
receive free airtime, as required by the FCC.
Courtesy of the National Crime Prevention
Council, ww.ncpc.org
Public Service
Advertising (PSA)
Under Federal
Communication Commission
rules, broadcasters must
devote a specific amount of
free airtime to PSAs
15. 1515
Principles of Marketing
MKT3010
The AdCouncil
What issues have you seen “advertised” in PSAs? Are they effective? The AdCouncil creates
and distributes most PSAs. This slide shows a campaign for the United Negro College Fund and
an anti-bullying initiative.
Courtesy The Advertising Council, Inc. Courtesy The Advertising Council, Inc.
16. 1616
The TRUTH Takes Hold
Principles of Marketing
MKT3010
As part of the historic tobacco settlement, a fund was created to decrease the incidence of
smoking among children and teens. Do the shocking images and text used by the TRUTH
campaign work? If you think it does not, why do observers consider the overall campaign a
success?
Courtesy American Legacy Foundation
• How to get young consumers to quit
smoking?
• Part of the tobacco settlement: “raising
generation that would be smoke free”
• TRUTH uses a hard-hitting media campaign
• In your face ads
17. 1717
Principles of Marketing
MKT3010
Determining Advertising Budget
Setting the promotional budget is not easy, and advertising often is the largest single
expenditure in the promotional budget. Thus, firms must carefully weigh the benefits of
advertising versus other communications when deciding how much to allocate.
Considerations
Role that advertising plays in their attempt to meet their overall
promotional objectives
Expenditures vary over the course of the Product Life Cycle
Nature of the market and the product influence the size of the
budget
18. 1818
Convey the Message
Principles of Marketing
MKT3010
The USP (unique selling proposition) concept conveys core benefits to the target audience. The
best USPs stand the test of time; consider examples such as those on the slide. Nokia has been
using “connecting people” for a long time; however Verizon tends to change and is currently
using “It’s Powerful.”
Unique selling
proposition (USP)
Red Bull . . . Gives You Wings
United Negro College Fund . . . A mind is a terrible thing to waste.
Nike . . . Just Do It.
State Farm Insurance . . . Like a good neighbor, State Farm is there
TNT . . . We know drama
19. 1919
Principles of Marketing
MKT3010
The Message
This is a good example of bringing a very mature product category to life with a creative ad.
CLOROX® is a registered trademark of The Clorox
Company. Used with permission.
21. 2121
Principles of Marketing
MKT3010
Emotional Appeals in Advertising
These appeals therefore focus on feelings about the self. The key to a successful emotional
appeal is the use of emotion to create a bond between the consumer and the brand.
25. 2525
Principles of Marketing
MKT3010
Choosing the Right Medium
What media do you use and under what circumstances do you use them? For example, do you
listen to the radio while driving in your car or watch television when you get home at night?
The usage context of each
medium affects how marketers
design messages for them. For
example most people listen to
radio in their cars, often by
themselves.
Radio is considered a more
personal medium, thus marketers
often use ads that employ
dialogues.
This allows the person to place
themselves in the conversation.
This same technique cannot be
used in print.
26. 2626
Principles of Marketing
MKT3010
Viral Marketing Campaign
Many of you will be familiar with the Dove campaign from earlier chapters. If it is near the
holiday season – OfficeMax might be running this campaign again. If so, see if you can load up
some pictures of people at your university and play it for the students. They will find it very
entertaining
Courtesy Office Max
28. 2828
Principles of Marketing
MKT3010
Create Advertisements
Ads attempt to make maximum use of the medium’s ability to deliver the message. There are
benefits and limitations for each of the various media. For example, television enables
advertisers to combine imagery, movement, and music, whereas radio must rely solely on sound
to deliver the message.
Ads
The type of
medium
determines the
execution style
Creativity plays a
major role in the
execution stage
Creativity should
not overshadow
the message
The execution
style must match
the medium and
objectives
30. 3030
Principles of Marketing
MKT3010
Assess Impact Using Marketing Metrics
Say that you have been assigned to assess the impact of a campaign for a new perfume. The
goal of the campaign is to increase awareness of the brand within a chosen target market by
20% over the campaign. What measures would you need to take to ensure that the campaign is
remaining on track? You could design a tracking study that measures sales, website visits and
sample requests generated over the course of the campaign. You also might measure
awareness levels of the target market at various stages of the campaign.
Pretesting
Tracking
Protesting
31. 3131
Principles of Marketing
MKT3010
Check Yourself
1. What are the steps involved in planning an ad
campaign?
2. What are the differences between
informational, persuasive, and reminder
advertising?
3. What are the pros and cons of the different
media types?
4. How can the effectiveness of advertising be
evaluated?
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MKT3010
Regulatory and Ethical Issues in Advertising
Advertising regulation exists on federal, state, and local levels and a host of self-regulatory
agencies oversee various forms of advertising. Unlike in many European countries, puffery is
legal in the United States. Generally these claims are so outrageous that no rational consumer
would believe them.
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Principles of Marketing
MKT3010
Check Yourself
1. Why do companies utilize public relations as
part of their IMC strategy?
2. What are the elements of a public relations
toolkit?
36. 3636
Principles of Marketing
MKT3010
Sales Promotions
Remind students that as advertising has decreased as a portion of total marketing
communications budgets, sales promotions have increased. Promotions can be used to
stimulate sales by either the end user consumers or to stimulate channel members to sell more
of a given product/service. If focused on the end user, the promotion is using a “pull strategy.” If
focused on channel members, it is using a “push strategy.”
Courtesy Payless Shoe Source, Inc.
• Can be targeted at either the end user
consumers or channel members
• Can be used in either push or pull strategies
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Principles of Marketing
MKT3010
Types of Sales Promotion
Sales promotions occur either in conjunction with an advertising campaign or as a stand-alone
component of a marketing communications plan. In either case, they must be consistent with
the brand image. Which ones do you think are the most effective and why? Which ones have
you used in the past week? Month?
Promotion Advantages Disadvantages
Coupons
• Stimulates demand.
• Allows for direct tracing of sales.
• Has low redemption rates.
• Has high cost.
Deals
• Encourages trial.
• Reduces consumer risk.
• May reduce perception of value.
Premiums
• Builds goodwill.
• Increases perception of value.
• Consumers buy for premium, not product.
• Has to be carefully managed.
Contests
• Increases consumer involvement.
• Generates excitement.
• Requires creativity.
• Must be monitored.
Sweepstakes • Increases involvement with the product. • Sales often decline after the sweepstakes is over.
Samples
• Encourages trial.
• Offers direct involvement.
• Has high cost to the firm.
Loyalty Programs
• Creates loyalty.
• Encourages repurchase.
• Has high cost to the firm.
POP Displays
• Provides high visibility.
• Encourages brand trial.
• Is difficult to get a good location in the store.
• Can be costly to the firm.
Rebates
• Stimulates demand.
• Increases value perception.
• Is easily copied by competitors.
• May just advance future sales.
Product Placement
• Displays products nontraditionally.
• Demonstrates product uses.
• Firm often has little control over display.
• Product can be overshadowed.
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Principles of Marketing
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Sales Promotion
This ad represents a demonstration. The promotion encourages consumers to increase their
level of interest by offering demonstration of the coffee maker.
• What form of sales promotion
is represented in this ad?
• Do you feel it is an effective
promotion?
Courtesy Nestlé SA
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Using Sales Promotion Tools
In recent years, firms have become more creative in the types of promotions used. As a child,
did you collect promotions in Happy Meals or other children’s products? The Happy Meal for
years was McDonald’s most successful product, primarily driven by the children’s desire for the
toy inside. Many of the happy meal toys have become sought after collectibles. The Beanie
Baby promotions a number of years ago was so successful that McDonald’s literally ran out of
the featured item for the week within hours of its initial distribution.
Cross-promoting
TheMcGraw-HillCompanies,Inc./
JohnFlournoy,photographer
The McGraw-Hill Companies, Inc./ Ken Karp, photographer
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Evaluated Sales Promotions Using Marketing
Metrics
Many sales promotion opportunities undertaken by retailers are initiated by manufacturers.
Realized margin
Cost of additional inventory
Potential increase in sales
Long-term impact
Potential loss from switches from more profitable items
Additional sales by customers
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Check Yourself
1. What are various forms of sales promotions?
2. What factors should a firm consider when
evaluating a sales promotion?
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Glossary
Principles of Marketing
MKT3010
An advertising plan is a subsection of the firm’s overall marketing plan that explicitly analyzes
the marketing and advertising situation, identifies the objectives of the advertising campaign,
clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can
determine whether the campaign was successful.
A continuous advertising schedule runs steadily throughout the year and therefore is suited
to products and services that are consumed continually at relatively steady rates and that
require a steady level of persuasive and/or reminder advertising.
A flighting advertising schedule is implemented in spurts, with periods of heavy advertising
followed by periods of no advertising.
Institutional advertisements inform, persuade, and remind consumers about issues related to
places, politics, an industry, or a particular corporation.
Media buy is the actual purchase of airtime or print pages.
The media mix is the combination of the media used and the frequency of advertising in each
medium.
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Glossary
Principles of Marketing
MKT3010
Media planning is the process of evaluating and selecting the media mix that will deliver a
clear, consistent, compelling message to the intended audience.
Product-focused advertisements focus on informing, persuading, or reminding customers
about a specific product or service.
Public service advertising (PSA) focuses on public welfare and generally is sponsored by
nonprofit institutions, civic groups, religious organizations, trade associations, or political groups.
A pull strategy is a strategy in which the goal is to get consumers to pull the product into the
supply chain by demanding it.
A pulsing advertising schedule combines the continuous and flighting schedules by
maintaining a base level of advertising but increasing advertising intensity during certain
periods.
A push strategy is designed to increase demand by focusing on wholesalers, distributors, or
sales people.