The document discusses various aspects of marketing communication and promotion. It defines communication, promotion, and the key elements of the promotion mix - advertising, personal selling, sales promotion and publicity. It outlines the objectives and processes involved in each of these promotional tools. The document also discusses the role of communication and public relations in marketing and how organizations can build relationships and influence attitudes through various public relations activities.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
The message conveyed through advertising appeals influences the purchasing decisions of consumers.
Advertising uses appeals as a way of persuading people to buy certain products.
Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products.
Every organization broadcast their products or services through the medium of advertising agency. In this lesson, students will study about how advertising agencies assist marketers by providing the correct medium of broadcasting their ad.
Every organization broadcast their products or services through the medium of advertising agency. In this lesson, students will study about how advertising agencies assist marketers by providing the correct medium of broadcasting their ad.
George rossolatos seminar on branding, brand equity, brand semiotic models an...//disruptiVesemiOtics//
Seminar on Branding, brand equity, brand semiotic models and research methods
Tartu University, Estonia 13-14 May 2014
George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
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?.
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.
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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. Communication
Communication is the transfer of information from
a sender to a receiver with the information being
understood by the receiver.
Koontz & Weihrich
6/2/2022 Copy right reserved 2
3. Communication
Derived from Latin word “Communis”
Common ground of understanding
Transference and understanding of meaning
6/2/2022 Copy right reserved 3
4. Elements of Communication
(5Ws)
Who says? (Sender)
What? (Message)
How? (Channel)
Whom? (Receiver)
With what effects? (Response)
6/2/2022 Copy right reserved 4
5. Objectives of Communication
Informing
Persuading
Reminding
Reinforcing/reassurance
Image building
6/2/2022 Copy right reserved 5
6. 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
6/2/2022 Copy right reserved 6
7. 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)
6/2/2022 Copy right reserved 7
8. Objectives of Promotion
Informing
Persuading
Reminding
Reinforcing
Image building
6/2/2022 Copy right reserved 8
9. Role of Communication in
Marketing
Informing
Persuading
Reminding
Reassuring
Image building
6/2/2022 Copy right reserved 9
12. 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).
6/2/2022 Copy right reserved 12
13. Features of Advertising
Advertising involves cost
Advertising has a message
Advertising is non-personal
Advertising has identified sponsor
Advertising has objectives
6/2/2022 Copy right reserved 13
14. Objectives of advertising
Information
Persuasion
Reminder
Reinforcement
Image building
Competition
Help other promotional tools
6/2/2022 Copy right reserved 14
15. Importance of Advertising
Information
Brand loyalty
Market share
New segments
Support other promotional tools
Image
Employment
6/2/2022 Copy right reserved 15
16. Advertising Media
Indoor media
Outdoor media
Direct media
Display media
6/2/2022 Copy right reserved 16
17. Factors Affecting Selection of
Media
Objectives of advertising
Nature of product
Cost/ budget
Media coverage
Nature of message
Impact of media
6/2/2022 Copy right reserved 17
18. 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)
6/2/2022 Copy right reserved 18
19. Importance of Personal Selling
Two-way communication
Persuasion
Relationship building
Non-selling functions
6/2/2022 Copy right reserved 19
20. Types of Personal Selling(based on location)
Indoor selling
Outdoor selling
6/2/2022 Copy right reserved 20
21. Types of Personal Selling(based on employer)
Manufacturer’s salesperson
Wholesaler’s salesperson
Retailer’s salesperson
6/2/2022 Copy right reserved 21
22. Personal Selling Process (Indoor Selling)
Draw attention
Ascertain needs
Presentation
Meeting objections
Closing the sale
Additional sales
6/2/2022 Copy right reserved 22
23. Personal Selling Process (Outdoor Selling)
Prospecting
Pre-approach
Approach
Presentation
Meeting objections
Closing sale
Follow-up
6/2/2022 Copy right reserved 23
24. 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)
6/2/2022 Copy right reserved 24
25. Features of Sales Promotion
Short term
Incentives
Quicker response
Target audience: consumer, trade channels or sales
personnel
6/2/2022 Copy right reserved 25
26. 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
6/2/2022 Copy right reserved 26
27. Methods of Sales Promotion
Consumer promotion
Trade promotion
Sales force promotion
6/2/2022 Copy right reserved 27
28. Methods of Consumer Promotion
Free samples
Coupons
Rebates/money refund
Premium (gifts)
Price off
Contest and prize
Display and demonstration
6/2/2022 Copy right reserved 28
29. Methods of Trade Promotion
Free goods
Allowances
Price-off
Sales contest
Gift items
Credit facilities
Trade show
6/2/2022 Copy right reserved 29
30. Methods of Sales-force Promotion
Sales contest
Trade show/conventions
Gift items
Promotional kits
Bonus and commission
6/2/2022 Copy right reserved 30
31. Publicity
Publicity is any communication about an
organization, its products or policies through the
media that is not paid for by the organization.
(Stanton)
6/2/2022 Copy right reserved 31
32. Features of Publicity
Communication with public groups
No identified sponsor
Done through various media
Free of cost
High credibility
Can be positive or negative
6/2/2022 Copy right reserved 32
33. Objectives of Publicity
Announce new products
Build interest in established products
Announce policies and performance
Announce technological development
Counter negative publicity
6/2/2022 Copy right reserved 33
34. Types of Publicity
Personal communication
Press conference
News releases
Feature articles
Publications
6/2/2022 Copy right reserved 34
35. 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)
6/2/2022 Copy right reserved 35
36. 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
6/2/2022 Copy right reserved 36
37. 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
6/2/2022 Copy right reserved 37