This document discusses marketing communication and promotion. It defines communication and its elements. Marketing communication aims to inform, persuade and remind consumers about products. The objectives of communication and promotion are informing, persuading and reminding. The document outlines the major components of promotion mix, including advertising, personal selling, sales promotion, publicity and public relations. It discusses their features, objectives, importance, types and factors affecting their selection for a promotion strategy.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
Introduction to advertising & integrated marketing communicationNijaz N
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Bonfire Ads, the leading advertising agency with creative team of efficient and inspired professionals who have set their sight on advertising and branding.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. Communication
Communication is the transfer of information from
a sender to a receiver with the information being
understood by the receiver.
Koontz & Weihrich
6/18/2021 Copy right reserved 2
3. Communication
Derived from Latin word “Communis”
Common ground of understanding
Transference and understanding of meaning
6/18/2021 Copy right reserved 3
4. Elements of Communication
(5Ws)
Who says? (Sender)
What? (Message)
How? (Channel)
Whom? (Receiver)
With what effects? (Response)
6/18/2021 Copy right reserved 4
5. Marketing Communication
Marketing Communications are the means by
firms attempt to inform, persuade and remind
consumers – directly or indirectly, about the
products and brands they sell.
Kotler
6/18/2021 Copy right reserved 5
6. Objectives of Communication
Informing
Persuading
Reminding
Reinforcing/reassurance
Image building
6/18/2021 Copy right reserved 6
7. Structure of Communication
Formal and informal communication
Internal and external Communication
Downward, upward and lateral communication
Oral, written and non-verbal communication
Direct and indirect communication
Personal and non-personal communication
6/18/2021 Copy right reserved 7
8. Meaning of Promotion (Marketing
Communication)
Promotion includes all the activities the company
undertakes to communicate and promote its
products to the target market (Kotler)
Promotion is the elements in an organization’s
marketing mix that serves to inform, persuade, and
remind the market of a product and or the
organization selling it, in hope of influencing the
recipients feelings, beliefs or behavior (Stanton)
6/18/2021 Copy right reserved 8
9. Objectives of Promotion
Informing
Persuading
Reminding
Reinforcing/ ressurance
Image building
6/18/2021 Copy right reserved 9
10. Role of Communication in
Marketing
Informing
Persuading
Reminding
Reassuring
Image building
6/18/2021 Copy right reserved 10
13. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods or
services by an identified sponsor. (Kotler)
Advertising is all activities involved in presenting
to an audience a non-personal, sponsor-identified,
paid-for message about a product or an
organization (Stanton).
6/18/2021 Copy right reserved 13
14. Features of Advertising
Advertising involves cost
Advertising has a message
Advertising is non-personal
Advertising has identified sponsor
Advertising has objectives
6/18/2021 Copy right reserved 14
15. Objectives of advertising
Information
Persuasion
Reminder
Reinforcement
Image building
Competition
Help other promotional tools
6/18/2021 Copy right reserved 15
16. Importance of Advertising
Information
Brand loyalty
Market share
New segments
Support other promotional tools
Image
Employment
6/18/2021 Copy right reserved 16
17. Doing business without advertising is winking at a
girl in the dark, you know what you are doing, but
nobody else does.
No one can escape from death, tax and adverting
6/18/2021 Copy right reserved 17
18. Advertising Media
Indoor media
Outdoor media
Direct media
Display media
6/18/2021 Copy right reserved 18
19. ATL – Above the line
BTL – Below the line
6/18/2021 Copy right reserved 19
20. Factors Affecting Selection of
Media
Objectives of advertising
Nature of product
Cost/ budget
Media coverage
Nature of message
Impact of media
6/18/2021 Copy right reserved 20
21. Personal Selling
Personal selling is the personal communication of
information to persuade somebody to buy
something. (Santon)
Personal selling is face to face interaction with one
or more perspective purchasers for the purpose of
making presentations, answering questions and
procuring orders. (Kotler)
6/18/2021 Copy right reserved 21
22. Importance of Personal Selling
Two-way communication
Persuasion
Relationship building
Non-selling functions
6/18/2021 Copy right reserved 22
23. Types of Personal Selling(based on location)
Indoor selling
Outdoor selling
6/18/2021 Copy right reserved 23
24. Types of Personal Selling(based on employer)
Manufacturer’s salesperson
Wholesaler’s salesperson
Retailer’s salesperson
6/18/2021 Copy right reserved 24
25. Missionary selling
Technical selling
Team selling
6/18/2021 Copy right reserved 25
26. Personal Selling Process (Indoor Selling)
Draw attention
Ascertain needs
Presentation
Meeting objections
Closing the sale
Additional sales
6/18/2021 Copy right reserved 26
27. Personal Selling Process (Outdoor Selling)
Prospecting
Pre-approach
Approach
Presentation
Meeting objections
Closing sale
Follow-up
6/18/2021 Copy right reserved 27
28. Sales Promotion
Sales promotion consists of diverse collection of
incentive tools, mostly short term, designed to
stimulate quicker and /or greater purchase of
particular products/services by consumers or the
trade. (Kotler)
Sales promotion refers to demand-stimulating
devices designed to supplement advertising and
facilitate personal selling. (Stanton)
6/18/2021 Copy right reserved 28
29. Features of Sales Promotion
Short term
Incentives
Quicker response
Target audience: consumer, trade channels or sales
personnel
6/18/2021 Copy right reserved 29
30. Objectives of Sales Promotion
Encourage greater purchase volume
Attract new customers
Introduce new products
Carry and push new brands
Increase inventories
Attract new channel members
Offset competitive promotion
Better store display
Motivate sales force
Support new products
6/18/2021 Copy right reserved 30
31. Methods of Sales Promotion
Consumer promotion
Trade promotion
Sales force promotion
6/18/2021 Copy right reserved 31
32. Methods of Consumer Promotion
Free samples
Coupons
Rebates/money refund
Premium (gifts)
Price off
Contest and prize
Display and demonstration
6/18/2021 Copy right reserved 32
33. Methods of Trade Promotion
Free goods
Allowances
Price-off
Sales contest
Gift items
Credit facilities
Trade show
6/18/2021 Copy right reserved 33
34. Methods of Sales-force Promotion
Sales contest
Trade show/conventions
Gift items
Promotional kits
Bonus and commission
6/18/2021 Copy right reserved 34
35. Publicity
Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
(Stanton)
6/18/2021 Copy right reserved 35
36. Features of Publicity
Communication with public groups
No identified sponsor
Done through various media
Free of cost
High credibility
Can be positive or negative
6/18/2021 Copy right reserved 36
37. Objectives of Publicity
Announce new products
Build interest in established products
Announce policies and performance
Announce technological development
Counter negative publicity
6/18/2021 Copy right reserved 37
38. Types of Publicity
Personal communication
Press conference
News releases
Feature articles
Publications
6/18/2021 Copy right reserved 38
39. Public Relations
Public relations involve a variety of programs
designed to promote and or protect a company’s
image or its individual products. (Kotler)
Public relations is a management tool designed to
favorably influence attitudes towards an
organization, its products and its policies.
(Stanton)
6/18/2021 Copy right reserved 39
40. Objectives of Public Relations
Announce new products
Build interest in established products
Announce policies and performance
Announce technological development
Maintain good relations with community
Counter negative publicity
6/18/2021 Copy right reserved 40
41. Nature of Public Relations
Media relations
• Personal communication
• News releases
• Feature articles
• Publications
Public service activities
Sponsorship of events
Lobbying
Exhibits and displays
Problem solving
6/18/2021 Copy right reserved 41
42. Factors Affecting Promotion Mix
Promotion objectives
Nature of product
Nature of target market
Stage of PLC
Size of promotion budget
Competitors promotion mix
Government rules and regulations
Promotion mix strategy
6/18/2021 Copy right reserved 42
43. Promotion strategies
Pull and push strategies
Personal and mass communication strategies
Cooperative promotion strategies
Online promotion strategies
6/18/2021 Copy right reserved 43