The document discusses various topics related to public relations, publicity, sponsorship, events, and corporate marketing. It provides information on how publicity is a non-paid form of communication that relies on media coverage. It also describes sponsorship as a form of promotion where a firm provides support for an event in exchange for advertising. Additionally, it discusses different types of sponsorships and criteria for effective sponsorship. Finally, it outlines common types of event marketing such as webinars, trade shows, and conferences.
This document defines advertising and its purpose. Advertising is a paid form of mass communication designed to persuade potential customers about a product, service, or idea. It aims to promote sales or influence attitudes. The document provides 24 definitions of advertising from various sources and discusses how advertising creates demand, introduces new products, and lowers prices through mass production. Examples of advertising media include newspapers, radio, magazines, television, and other outlets. In conclusion, the goal of advertising is to present a non-personal message from an identified sponsor to promote ideas, products or services.
This document discusses various methods for evaluating advertising effectiveness, including pre-testing and post-testing methods. It describes pre-testing techniques like creative concept research, focus groups, and physiological testing to evaluate concepts and measure audience response. Post-testing methods discussed include recall tests, recognition/readership tests, attitude tests, inquiry tests, sales tests, and tracking studies to evaluate ad performance after launch. The document provides details on specific techniques for print, television, radio, and other media like central location tests, diary studies, and consumer panels.
The document summarizes a group presentation on public relations. It includes the group profile, definitions of public relations, descriptions of common public relations plans and processes, tools used in public relations, advantages and disadvantages, and how to evaluate a public relations program. The group's presentation covered the key aspects of developing and implementing an effective public relations strategy and evaluating its impact.
This document provides an overview of the course content for Advertising Management IMS 705. It covers 5 units: definitions and objectives of advertising; social, ethical and legal aspects; creative strategy including the creative process, appeals and execution styles; media planning and strategy; and advertising effectiveness including types of evaluation.
The section on creative strategy discusses developing a creative strategy statement and copy platform. It also covers determining the major selling idea through approaches like unique selling propositions and positioning. Advertising appeals include rational/informational and emotional appeals. Execution styles involve how the appeal is presented through formats like demonstrations, comparisons and humor. Print advertising tactics focus on headlines, body copy, visual elements and layout.
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Dan John
This document discusses various marketing concepts, including traditional and modern concepts. The traditional concepts focused on product and selling, with the goal of profit maximization. The modern marketing concept, which is considered the dominant philosophy today, focuses on understanding customer needs and wants in order to satisfy customers. It has dual goals of customer satisfaction and profitability. Key features include identifying customer needs, producing goods to meet those needs, minimizing costs, focusing all activities on satisfying customers, and taking an integrated approach to coordinating marketing functions.
The document discusses several roles and impacts of advertising. It describes how advertising helps create awareness of products and services, develops brand loyalty, and popularizes brands. Advertising also reflects cultural trends, influences how companies are viewed, supports mass media, and encourages product purchasing. However, advertising can also include deception, promote harmful products, and create unrealistic expectations. Overall, the document provides an overview of both the positive and negative roles of advertising.
Department of Management- Market Positioning
Why Positioning?
What is Image
Current Image
Mirror Image
Errors in Positioning
Doubtful Positioning
Positioning Strategies
Competitor Positioning
Attribute Positioning
This document defines advertising and its purpose. Advertising is a paid form of mass communication designed to persuade potential customers about a product, service, or idea. It aims to promote sales or influence attitudes. The document provides 24 definitions of advertising from various sources and discusses how advertising creates demand, introduces new products, and lowers prices through mass production. Examples of advertising media include newspapers, radio, magazines, television, and other outlets. In conclusion, the goal of advertising is to present a non-personal message from an identified sponsor to promote ideas, products or services.
This document discusses various methods for evaluating advertising effectiveness, including pre-testing and post-testing methods. It describes pre-testing techniques like creative concept research, focus groups, and physiological testing to evaluate concepts and measure audience response. Post-testing methods discussed include recall tests, recognition/readership tests, attitude tests, inquiry tests, sales tests, and tracking studies to evaluate ad performance after launch. The document provides details on specific techniques for print, television, radio, and other media like central location tests, diary studies, and consumer panels.
The document summarizes a group presentation on public relations. It includes the group profile, definitions of public relations, descriptions of common public relations plans and processes, tools used in public relations, advantages and disadvantages, and how to evaluate a public relations program. The group's presentation covered the key aspects of developing and implementing an effective public relations strategy and evaluating its impact.
This document provides an overview of the course content for Advertising Management IMS 705. It covers 5 units: definitions and objectives of advertising; social, ethical and legal aspects; creative strategy including the creative process, appeals and execution styles; media planning and strategy; and advertising effectiveness including types of evaluation.
The section on creative strategy discusses developing a creative strategy statement and copy platform. It also covers determining the major selling idea through approaches like unique selling propositions and positioning. Advertising appeals include rational/informational and emotional appeals. Execution styles involve how the appeal is presented through formats like demonstrations, comparisons and humor. Print advertising tactics focus on headlines, body copy, visual elements and layout.
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Dan John
This document discusses various marketing concepts, including traditional and modern concepts. The traditional concepts focused on product and selling, with the goal of profit maximization. The modern marketing concept, which is considered the dominant philosophy today, focuses on understanding customer needs and wants in order to satisfy customers. It has dual goals of customer satisfaction and profitability. Key features include identifying customer needs, producing goods to meet those needs, minimizing costs, focusing all activities on satisfying customers, and taking an integrated approach to coordinating marketing functions.
The document discusses several roles and impacts of advertising. It describes how advertising helps create awareness of products and services, develops brand loyalty, and popularizes brands. Advertising also reflects cultural trends, influences how companies are viewed, supports mass media, and encourages product purchasing. However, advertising can also include deception, promote harmful products, and create unrealistic expectations. Overall, the document provides an overview of both the positive and negative roles of advertising.
Department of Management- Market Positioning
Why Positioning?
What is Image
Current Image
Mirror Image
Errors in Positioning
Doubtful Positioning
Positioning Strategies
Competitor Positioning
Attribute Positioning
The document discusses the key functions and tools of public relations (PR) and marketing public relations (MPR). It outlines that PR includes programs to promote a company's image and products through press relations, product publicity, corporate communication, lobbying, and counseling. MPR specifically supports corporate and product promotion through tools like publications, events, sponsorship, news, speeches, and public service activities. It notes that the goals of MPR are to build awareness, credibility, and influence target groups by properly establishing objectives, choosing impactful messages and vehicles for implementation, and then evaluating the results.
Economic social & ethical issues in advertising (1)shalu4shalini
This document discusses the economic, social, and ethical aspects of advertising. Economically, advertising promotes growth by expanding demand, supply, GDP, and productivity. However, it can also lead to misdirected resources and overproliferation of products. Socially and ethically, advertising influences behaviors and can be deceptive, manipulative, promote materialism and unhealthy products, and create stereotypes. Ethics in advertising means not providing false information, degrading rivals, or acting against public interest. The Advertising Standards Council of India regulates advertising through a self-regulatory code.
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
Personal selling involves face-to-face communication between a seller and buyer with the goal of making a sale. It is one of the oldest forms of promotion. The personal selling process typically involves prospecting, pre-approach planning, the approach, presentation, handling objections, closing the sale, and follow-up. It is most useful for small businesses, concentrated markets, complex products, and those requiring demonstrations. Benefits include customized messaging, feedback, and building long-term relationships, though it also has higher costs than other promotional methods.
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
The document defines promotion as persuasive communications that modify behavior and thoughts to inform, persuade, and remind consumers. Promotion includes advertising, personal selling, sales promotion, public relations, and direct marketing. The objectives of promotion are to lead to behavior modification, inform consumers, and persuade and remind consumers. Promotion helps communicate product information to potential customers and is crucial for brand building. An effective promotional mix attracts, persuades, and reminds customers of a brand while helping differentiate products and counter competition.
My presentational on Various types of Advertising AppealsSagar Ladhva
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes 15 common types of appeals including emotional appeals, rational appeals, social appeals, and sensory appeals involving music, romance, youth, and other factors. The appeals are designed to create a positive image of products and influence consumers by appealing to their psychological and social needs. Examples are provided for many of the different advertising appeal types.
The marketing environment represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.
The marketing environment consists of the micro and macro environment.
Macro environmental factors include social, economic, political and legal influences, together with demography and technological forces. These are sometimes referred to as the PESTLE factors and are discussed in more detail in PESTLE analysis. The organization cannot control these forces, it can only prepare for changes taking place.
Micro environment refers to the forces closely influencing the company and directly affect the organization’s relationships. The factors include the company and its current employees, its suppliers, marketing intermediaries, competitors, customers and the general public. These forces can sometimes be controlled or influenced and are explained in more detail in Porter’s 5 Forces.
Porter’s 5 Forces model is an excellent tool to analyze the structure of the competitive environment. Two important forces are the bargaining power of customers and the bargaining power of suppliers.
Supplier power is represented by their ability to determine the terms and price of supply and will increase if there are fewer suppliers than buyers, if the organization is not a key customer for the supplier, or if their industry is not attractive for suppliers.
Buyer power refers to the pressure that customers exert on companies to obtain high quality products and services at lower prices. Buyer power increases when there are few buyers and many sellers in the field, or when products are not significantly differentiated and can be easily substituted. For the seller, buyers’ demands represent costs. This means that the stronger the buyer is, the less profit available for the seller, which is why many companies try to develop strategies that reduce the power of buyers.
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental.
The document defines advertising as any paid non-personal communication of ideas, goods, or services by an identified sponsor. It explains that advertising can take many forms and serves several functions, including informing, reminding, persuading, and building brands. The document also outlines different types of advertising such as consumer, industrial, trade, professional, and institutional advertising.
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Price is a key element of the marketing mix that generates revenue. It communicates the value of a product and is determined based on customer perceived value and costs. When setting prices, companies analyze factors like demand, costs, competition and select objectives like profit maximization. Appropriate pricing requires estimating demand curves and price elasticity to understand customer sensitivity.
This document provides an overview of social and societal marketing. It defines social marketing as applying commercial marketing techniques to promote social goals and influence behaviors that benefit society. The key differences between social and commercial marketing are that social marketing aims to benefit consumers and society rather than the marketer. Societal marketing considers consumers' wants, the company's needs, and long-term societal interests. It emphasizes marketing products and campaigns that support consumer health, environmental sustainability, and local communities. Both social and societal marketing apply the "4 Ps" of marketing - product, price, place, promotion - to achieve behavioral changes or social goals. However, social marketing's primary goal is social gain while societal marketing balances social and profit motives.
The document discusses the relationship between public relations and marketing. It states that both focus on consumers and customers, and their programs can affect each other's success. However, public relations focuses on building relationships with all stakeholders, not just consumers, while marketing primarily targets consumers. The rise of integrated marketing communications (IMC) is discussed, which takes a consumer-focused approach using various media to build relationships with individuals. IMC follows the same process as public relations and marketing but coordinates advertising, PR, and other communications.
This document provides an overview of the history of advertising from ancient times to the modern period. It discusses some of the earliest forms of advertising including signs and notices in ancient Rome and Egypt. The development of printing in the 15th century allowed advertising to grow through printed flyers and notices. Advertising continued expanding with the rise of newspapers and magazines in the 18th-19th centuries. This allowed national advertising networks to form and consumer product advertising to take off. The document then outlines some of the major periods in the development of advertising over time.
Definition of Social Marketing, first published in Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
This document provides an overview of core marketing concepts. It defines marketing as identifying and meeting human needs profitably. The scope of marketing involves understanding customers, competitors, markets, and the marketing environment. Key concepts discussed include needs and wants, market segmentation and targeting, products and brands, delivering value and customer satisfaction, marketing channels, and competition. The document emphasizes that marketing involves all business functions and is critical for financial success. It also notes the importance of understanding changing customer and environmental factors.
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
This document provides an overview of social marketing. It defines social marketing and identifies its goals as achieving socially desirable behavior changes. The document describes the key features and disciplines of social marketing, including its use of marketing techniques like segmentation to influence behaviors related to health, safety, and social issues. It also outlines the marketing mix (4Ps) approach used in social marketing and provides examples of how social marketing has been applied to promote behaviors like contraceptive use and breast cancer screening. Limitations and challenges of social marketing are also discussed.
10 Differences Between Advertising and Public RelationsJett Baynes
If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.
Marketing refers to any actions a company takes to attract an audience and increase sales. It aims to deliver value through high-quality content with the long-term goals of demonstrating product value, strengthening brand loyalty, and increasing sales. Event marketing is a powerful tactic that allows companies to connect with customers through in-person and virtual experiences in order to promote products, services, and organizations. Digital marketing focuses on promoting products and services through online channels like social media, search engines, and email to engage customers throughout their buying journey.
This presentation introduces students to the world of Public Relations (PR) and the role 'marketing' plays in an organization. The idea is to highlight and organizations PR & Marketing departments should work closely.
The document discusses the key functions and tools of public relations (PR) and marketing public relations (MPR). It outlines that PR includes programs to promote a company's image and products through press relations, product publicity, corporate communication, lobbying, and counseling. MPR specifically supports corporate and product promotion through tools like publications, events, sponsorship, news, speeches, and public service activities. It notes that the goals of MPR are to build awareness, credibility, and influence target groups by properly establishing objectives, choosing impactful messages and vehicles for implementation, and then evaluating the results.
Economic social & ethical issues in advertising (1)shalu4shalini
This document discusses the economic, social, and ethical aspects of advertising. Economically, advertising promotes growth by expanding demand, supply, GDP, and productivity. However, it can also lead to misdirected resources and overproliferation of products. Socially and ethically, advertising influences behaviors and can be deceptive, manipulative, promote materialism and unhealthy products, and create stereotypes. Ethics in advertising means not providing false information, degrading rivals, or acting against public interest. The Advertising Standards Council of India regulates advertising through a self-regulatory code.
Public Relation is the practice of preaching the organization's message in public. Sometimes PR professionals face ethical problem in the path of influencing value, belief, opinion and behaviour of the public. This is a guideline for the ethical practice of Public relations.
Personal selling involves face-to-face communication between a seller and buyer with the goal of making a sale. It is one of the oldest forms of promotion. The personal selling process typically involves prospecting, pre-approach planning, the approach, presentation, handling objections, closing the sale, and follow-up. It is most useful for small businesses, concentrated markets, complex products, and those requiring demonstrations. Benefits include customized messaging, feedback, and building long-term relationships, though it also has higher costs than other promotional methods.
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
The document defines promotion as persuasive communications that modify behavior and thoughts to inform, persuade, and remind consumers. Promotion includes advertising, personal selling, sales promotion, public relations, and direct marketing. The objectives of promotion are to lead to behavior modification, inform consumers, and persuade and remind consumers. Promotion helps communicate product information to potential customers and is crucial for brand building. An effective promotional mix attracts, persuades, and reminds customers of a brand while helping differentiate products and counter competition.
My presentational on Various types of Advertising AppealsSagar Ladhva
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes 15 common types of appeals including emotional appeals, rational appeals, social appeals, and sensory appeals involving music, romance, youth, and other factors. The appeals are designed to create a positive image of products and influence consumers by appealing to their psychological and social needs. Examples are provided for many of the different advertising appeal types.
The marketing environment represents a mix between the internal and external forces which surround an organization and have an impact upon it, especially their ability to build and maintain successful relationships with target customers.
The marketing environment consists of the micro and macro environment.
Macro environmental factors include social, economic, political and legal influences, together with demography and technological forces. These are sometimes referred to as the PESTLE factors and are discussed in more detail in PESTLE analysis. The organization cannot control these forces, it can only prepare for changes taking place.
Micro environment refers to the forces closely influencing the company and directly affect the organization’s relationships. The factors include the company and its current employees, its suppliers, marketing intermediaries, competitors, customers and the general public. These forces can sometimes be controlled or influenced and are explained in more detail in Porter’s 5 Forces.
Porter’s 5 Forces model is an excellent tool to analyze the structure of the competitive environment. Two important forces are the bargaining power of customers and the bargaining power of suppliers.
Supplier power is represented by their ability to determine the terms and price of supply and will increase if there are fewer suppliers than buyers, if the organization is not a key customer for the supplier, or if their industry is not attractive for suppliers.
Buyer power refers to the pressure that customers exert on companies to obtain high quality products and services at lower prices. Buyer power increases when there are few buyers and many sellers in the field, or when products are not significantly differentiated and can be easily substituted. For the seller, buyers’ demands represent costs. This means that the stronger the buyer is, the less profit available for the seller, which is why many companies try to develop strategies that reduce the power of buyers.
The PESTLE Analysis is a framework used to scan the organization’s external macro environment. The letters stand for Political, Economic Socio-cultural, Technological, Legal and Environmental.
The document defines advertising as any paid non-personal communication of ideas, goods, or services by an identified sponsor. It explains that advertising can take many forms and serves several functions, including informing, reminding, persuading, and building brands. The document also outlines different types of advertising such as consumer, industrial, trade, professional, and institutional advertising.
The document discusses various aspects of communication mix, which is aimed at creating awareness and persuading customers about a product or service. It defines the different tools in the marketing communications mix - advertising, personal selling, sales promotion, public relations, direct marketing, sponsorship and viral marketing. It then explains promotion, merchandising and promotional merchandising in detail. Promotion involves disseminating information about a product using various above-the-line and below-the-line techniques, while merchandising refers to methods to maximize merchandise sales using product design, packaging and pricing. Promotional merchandising uses various techniques to stimulate consumer spending.
Price is a key element of the marketing mix that generates revenue. It communicates the value of a product and is determined based on customer perceived value and costs. When setting prices, companies analyze factors like demand, costs, competition and select objectives like profit maximization. Appropriate pricing requires estimating demand curves and price elasticity to understand customer sensitivity.
This document provides an overview of social and societal marketing. It defines social marketing as applying commercial marketing techniques to promote social goals and influence behaviors that benefit society. The key differences between social and commercial marketing are that social marketing aims to benefit consumers and society rather than the marketer. Societal marketing considers consumers' wants, the company's needs, and long-term societal interests. It emphasizes marketing products and campaigns that support consumer health, environmental sustainability, and local communities. Both social and societal marketing apply the "4 Ps" of marketing - product, price, place, promotion - to achieve behavioral changes or social goals. However, social marketing's primary goal is social gain while societal marketing balances social and profit motives.
The document discusses the relationship between public relations and marketing. It states that both focus on consumers and customers, and their programs can affect each other's success. However, public relations focuses on building relationships with all stakeholders, not just consumers, while marketing primarily targets consumers. The rise of integrated marketing communications (IMC) is discussed, which takes a consumer-focused approach using various media to build relationships with individuals. IMC follows the same process as public relations and marketing but coordinates advertising, PR, and other communications.
This document provides an overview of the history of advertising from ancient times to the modern period. It discusses some of the earliest forms of advertising including signs and notices in ancient Rome and Egypt. The development of printing in the 15th century allowed advertising to grow through printed flyers and notices. Advertising continued expanding with the rise of newspapers and magazines in the 18th-19th centuries. This allowed national advertising networks to form and consumer product advertising to take off. The document then outlines some of the major periods in the development of advertising over time.
Definition of Social Marketing, first published in Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009) doi:10.1016/j.jbusres.2009.02.013
This document provides an overview of core marketing concepts. It defines marketing as identifying and meeting human needs profitably. The scope of marketing involves understanding customers, competitors, markets, and the marketing environment. Key concepts discussed include needs and wants, market segmentation and targeting, products and brands, delivering value and customer satisfaction, marketing channels, and competition. The document emphasizes that marketing involves all business functions and is critical for financial success. It also notes the importance of understanding changing customer and environmental factors.
Here, students will study the importance of ethics in advertising. Ethics tells us what is wrong and right. It is a must for every marketer because their product will act as face of organization in public.
This document provides an overview of social marketing. It defines social marketing and identifies its goals as achieving socially desirable behavior changes. The document describes the key features and disciplines of social marketing, including its use of marketing techniques like segmentation to influence behaviors related to health, safety, and social issues. It also outlines the marketing mix (4Ps) approach used in social marketing and provides examples of how social marketing has been applied to promote behaviors like contraceptive use and breast cancer screening. Limitations and challenges of social marketing are also discussed.
10 Differences Between Advertising and Public RelationsJett Baynes
If you're searching for a career or trying to promote your company, you may have questions about advertising vs. public relations. These two industries are very different even though they're commonly confused as being one and the same. The following ten properties just scratch the surface of the many differences between advertising and public relations.
Marketing refers to any actions a company takes to attract an audience and increase sales. It aims to deliver value through high-quality content with the long-term goals of demonstrating product value, strengthening brand loyalty, and increasing sales. Event marketing is a powerful tactic that allows companies to connect with customers through in-person and virtual experiences in order to promote products, services, and organizations. Digital marketing focuses on promoting products and services through online channels like social media, search engines, and email to engage customers throughout their buying journey.
This presentation introduces students to the world of Public Relations (PR) and the role 'marketing' plays in an organization. The idea is to highlight and organizations PR & Marketing departments should work closely.
Promotion refers to activities that communicate the benefits of products to customers in order to generate sales and brand loyalty. It is one of the four elements of the marketing mix, along with price, product, and place. Promotion techniques can include advertising, sales promotions, public relations, personal selling, publicity, and direct marketing. The optimal promotion mix depends on factors like the product, marketing strategy, buyer readiness, and product lifecycle stage. The goal of promotion is to build awareness, create interest, provide information, stimulate demand, and reinforce the brand.
This document discusses public relations, including its objectives, types, importance, limitations, and functions. The key objectives of public relations are to develop product awareness, create interest, provide information, and stimulate demand. The types of public relations discussed are press/media relations, media tours, newsletters, special events, sponsorships, and customer service. The importance of public relations includes increasing awareness, improving image/reputation, developing loyalty, promoting goodwill, and building trust/credibility. The limitations include being difficult to measure, having little control, operating in a turbulent industry, and not guaranteeing results. The functions of public relations managers are anticipating public opinion, drafting strategies using free media, distributing press releases, speechwriting
This document provides information on external communication, advertising, and public relations. It defines external communication as communication between an organization and entities outside the organization. Advertising is described as a paid form of non-personal communication aimed at influencing people about a brand or service, while public relations involves personal communication to build favorable relationships for an organization. The document also compares and contrasts advertising and public relations, and discusses factors to consider when selecting appropriate communication media.
This document outlines a 5-step method for designing a successful gamification training campaign:
1) Begin with defining success metrics and aligning the training with organizational focus areas.
2) Develop a communication strategy including an elevator pitch and branding materials.
3) Craft messaging through various modalities such as a logo, slogan, and explainer video.
4) Strategically partner with key stakeholders and department leaders for support and feedback.
5) Communicate success through identifying achievements, leader testimonials, and events recognizing top performers.
Event sponsorship is a way for brands to advertise by financially supporting events in exchange for brand exposure to attendees. There are several benefits to securing event sponsors, including brand interaction with prospects, obtaining attendee data, media exposure, direct engagement, and brand prestige by association. When identifying the right event partnerships, sponsors should assess the event theme and content, past event success metrics like attendee and lead numbers, the attendee profile, and the sponsor package details like costs and exposure benefits. The right event partnerships can generate highly engaged leads and provide audience insights that traditional advertising cannot.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
PR is an important part of promoting events and building a company's brand. Generating PR for events is crucial to their success because PR is less expensive and more credible than advertising. To generate event PR, companies should plan the event, evaluate its newsworthiness, plan for continuous information releases, and use various methods like social media, press releases, and interviews to pitch the event to media. After the event, companies should measure the results of their PR efforts to evaluate successes and opportunities for improvement in future events.
Marketing plans provide structure and alignment for a company's strategy by connecting daily goals and projects to a larger vision. They clearly define top-level strategy and break it down to individual teams, assigning goals, objectives, and key metrics. Marketing refers to all activities a company undertakes to promote and sell products to consumers, making use of the "marketing mix" of product, price, place, and promotion. Traditional and digital marketing strategies include advertising, social media, content creation, and events.
marketing plans for business in the global market with the 4 p's mix, product, price, place and promotion.benefit of global marketing can make good sells in the market in the world
This document provides an overview of promotion mix strategies. It defines promotion as communicating with customers to inform them about a product and persuade them to purchase it. The document then discusses various promotion techniques including advertising, sales promotion, personal selling, publicity, direct marketing, and public relations. It provides details on each technique, such as the objectives and examples. The factors that influence a company's promotion mix are also reviewed.
Digital advertising and promotion uses various digital tools to market and promote brands to consumers. These tools include sponsorships, referrals, email marketing, viral marketing, electronic word-of-mouth, and mobile marketing. Sponsorships allow brands to reach mass and targeted audiences without waste by financially supporting events or causes relevant to the brand. Referral marketing encourages customers to promote brands through their trusted networks. Email marketing effectively builds large email lists and sends engaging content to move people to purchase. Viral marketing uses content that users want to share with others to exponentially grow awareness. Mobile marketing provides personalized, location-based promotions through apps, ads, and SMS.
This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.
Event marketing motivation ,promotion and pricing policies in event marketingalisdq550
This document discusses motivation, promotion, and pricing policies in event marketing. It begins by explaining that events provide both services and goods to create experiences for consumers. It then discusses understanding consumer motivations, including extrinsic motivations like work and social factors, and intrinsic motivations like push factors and pull factors. Promotion tools for events include advertising, public relations, direct marketing, word of mouth, hospitality, websites, and social media. Finally, it outlines various pricing policies like penetration pricing, economy strategies, and psychological pricing. The overall goal is for marketers to understand consumer motivations and effectively promote and price events.
The document provides tips for creating successful promotional strategies. It discusses general guidelines for promotions including publicity, advertising, sales promotions, and personal selling. The benefits of exposure from publicity are discussed, such as building confidence and creating a positive profile. Typical publicity campaigns include press releases, media events, and letters to the editor. Special events, trade shows, seminars, and workshops are also covered as promotional opportunities.
Quelline Brandsuns provides event marketing and brand activation services. Their expertise includes product placement, events, and advertising ("stradvertising") to bring brands to life. They use event studies to evaluate the impact and returns of various marketing options. Their services include brand strategy, event planning and execution, guerrilla marketing, exhibitions, seminars, and more. They aim to make every event memorable for clients by developing customized plans to meet marketing goals like branding, lead generation, education, and internal celebrations.
This document provides an overview of event sponsorship as a marketing tool for event organizers. It defines event sponsorship as funding given by companies in exchange for visibility and brand awareness at an event. It discusses different types of sponsors including media, cash, in-kind, and promotional partners. The document also outlines steps for acquiring sponsors, including preparing a proposal, researching prospects, setting sponsorship levels, following up, and nurturing relationships. The goal is to help event organizers understand sponsorship and maximize its value for both sponsors and the event.
This document discusses various public relations, publicity, and corporate advertising strategies and tactics. It defines public relations as managing relationships with the public through identification of policies and procedures. It also discusses marketing public relations functions like building excitement, creating news, and influencing opinion leaders. Finally, it provides examples of different public relations tools, measurements of effectiveness, and types of corporate advertising.
Optimizing Business Events with Influence Marketing {eBook}Appinions
Event marketing is a significant part of nearly any B2B marketer's budget - or any marketer's budget, for that matter. According to a report from the Association of National Advertisers, media exposure, brand awareness and attitudes towards brand are key measures of an event's effectiveness; as savvy marketers know, those are also metrics which can be impacted through the use of influence marketing.
Our latest eBook, Optimizing Business Events with Influence Marketing, provides event organizers and event sponsors with a roadmap for how, when and where to use influence marketing to enhance offline and online events.
The eBook covers:
Event Marketing, defined
Influence marketing and event optimization
Event marketing and Trust Points
Influence marketing for event hosts
Influence marketing for event sponsors
Case studies: Xerox and Red Consultancy
Our suggestions for using influence marketing pre-event, during the event and post-event will make this an eBook you'll look at for every event. Download our free eBook today!
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2. Team: Player
Arafat 4319 Raihan 4322 Ariful 4341 Anwar 4341Manowar 4311 Rashedul 4316
We are going to share how this topics influence to achieve organization’s goal
4. Publicity is way of mass communication. Publicity comes from reporters, columnists and journalists.
It can be considered as a part of public relations as because its not any paid form for organization.
Giving public speeches , giving interviews, conducting seminars, offering charitable donations ,
inaugurating mega events by film actors, cricketers, politicians, or popular personalities, arranging
stage show etc that attract mass media to publish the news about them.
Publicity
Team: Player
Presenter: Raihan
ID: 4322
5. Characteristics
Meaning Nonpaid
form
Various
media
Objectives Credibility costs Effect
1.Publicity is the low cost or cost option.
2. Publicity helps one business to establish.
3. Publicity can help in the development of partnerships and strategic alliances.
4. Publicity builds credibility and propels ones into competitive position.
5. Publicity secure promotional tool (if positive)
Team: Player
Presenter: Raihan
ID: 4322Publicity
6. To earn publicity understanding it is non paid form of the organization have to execute program of
action and identifies the policies, procedure with the public interest which evaluates the public
attitudes.
Team: Player
Presenter: Ariful
ID: 4341
It is a type of communication in the form of news items or story which conveys the information about product,
service or about the idea in the media. It can be negative or positive. But it can be true or real .It is more
creditable then advertisement
Publicity
7. Introduce a product with
little or no advertising
Provide a value-added
customer service
Build brand-to-customer bonds Influence the influential
Team: Player
Presenter: Ariful
ID: 4341Publicity
8. Advantages Disadvantages
Taking advantage of newspaper and magazine
editorial calendars
Many people under 40 don’t read newspapers
Readers clip articles and pass them along to
friends
Lead times for various types of print media can be very
confusing
Possibilities of reprints Errors appear in print forever
Advertisement is a necessary part to promote a product initially and to let people know about your
product so that they know that they are buying the right thing which is being advertised .Once a
product is advertised and people have purchased it and have used it then they make their opinion and
share their experience of the product with other people. This process of prompting the product
directly by users is called publicity which is non-paid from of advertisement since it’s done directly
by the users and publicity is no doubt factor in the increase or decrease of corporate sales of a
company
Publicity
Team: Player
Presenter: Ariful
ID: 4341
9. ‘Sponsorship’ is a form of promotion, often considered PR, where a firm provides support for an event, venture,
organization, person or charity by providing money or other resources in order to obtain positive publicity. It is an
increasingly common form of promotional activity. This is usually in return for advertising space at the event or as
part of the publicity for the event.
Sponsorship
Team: Player
Presenter: Manowar
ID: 4311
10. Sponsorship
Financial
Sponsors
In-Kind
Sponsors
Media
Sponsors
Location
Sponsors
Labor
Sponsors
Signature
Sponsor
Sponsorship can be an effective way to raise brand awareness and increase sales. Sponsors are
individuals or corporations that provide financial or alternate forms of support to others. In the
business world, sponsors are companies that pay money in the form of a sponsorship to support a
program or event, and in exchange, get public recognition for that support. These entities are called
corporate sponsors.
Types of Sponsorship
Team: Player
Presenter: Manowar
ID: 4311
11. Financial Sponsors: A financial sponsor pays a set amount of money in exchange for benefits
outlined in a sponsorship agreement.
In-Kind Sponsors: In-kind sponsors donate goods or services rather than cash as their sponsorship offering.
Types of Sponsorship
12. Media Sponsors: A media sponsor is a company that finances or secures media coverage for an
organization, program or event. For example, a media sponsor may pay for an advertisement in a
local paper, or foot the cost of putting up a billboard or filming a television commercial
Location Sponsors: A business may offer the use of its facilities as a form of sponsorship
Types of Sponsorship
13. Relevance The event, organization, or cause you are considering sponsoring must have
some degree of relevance to the services or products you provide.
Brand fit A computer company sponsoring a gaming event using a game that is not
compatible with its computer makes no sense and may be counter-
productive.
Campaign of Tobacco stop
Mission alignment The interests of the event or organization should not conflict with the
interests of the company. A tobacco company sponsoring a cancer
awareness walk may not work out that well for the tobacco company.
Business result The company must have a reasonable basis to believe that the sponsorship
will create a tangible business result. It doesn't necessarily have to produce
a profit, but it should at least increase company awareness, brand
awareness, or help foster a positive view of the company.
Criteria for Sponsorship
Team: Player
Presenter: Manowar
ID: 4311
14. Advantage Disadvantage
Brand enhancement Negative image association
Awareness raising Lack of control
Access to niche markets Sponsorship clutter
Generate or increase sales Ambush marketing
Perception Towards Sposorship
Sponsorship given the propensity of consumers to associate sponsors with the event they promote, it is important
for companies to select events that are appropriate with their product or corporate image. Sponsorship that
involves hospitality always appeals to companies.
Team: Player
Presenter: Manowar
ID: 4311
15. Event marketing describes the process of developing a themed exhibit, display, or presentation to
promote a product, service, cause, or organization leveraging in-person engagement. Events can
occur online or offline, and can be participated in, hosted, or sponsored. The promotion of these
activities can occur through various inbound and outbound marketing techniques.
Event Marketing
Team: Player
Presenter: Rashedul
ID: 4316
16. Branding and Awareness A key reason for a business to participate in an event is to establish and
build its brand. Event marketing allows your company to cultivate and
express its identity firsthand.
Lead Generation Another important reason businesses choose to participate in an event is to
generate leads.
Customer Engagement and Upsell Events offer an unparalleled level of customer engagement, with an
opportunity for positive personal interaction that builds loyalty.
Education No matter what type of event you are at, it is critical to impart knowledge
that the audience will value—and that sets your company apart.
Importance of Event Marketing
Team: Player
Presenter: Rashedul
ID: 4316
17. Online Events: It was an online communication of GP in Social Media.
Common Types of Event Marketing
Team: Player
Presenter: Rashedul
ID: 4316
18. Webinars: Instant real-time communication with the target audience.
Team: Player
Presenter: Rashedul
ID: 4316Common Types of Event Marketing
19. Live at
All Time
Bread
DITF 2017
Live Streaming Events: These are live events that you can stream to your viewers. You can conduct
these with a simple webcam or employ a full production crew for higher quality broadcasting.
Common Types of Event Marketing
Team: Player
Presenter: Rashedul
ID: 4316
20. Tradeshows: A tradeshow is a physical gathering of individuals in a particular industry or
profession in a forum that typically features numerous companies in a specific market.
Common Types of
Event Marketing
Team: Player
Presenter: Rashedul
ID: 4316
21. Conference & Press meet: Conferences are often company-specific marketing events that gather
attendees for the purpose of delivering information such as a user summit. These events tend to be on
the larger side, and are held by companies for training or educational purposes.
Team: Player
Presenter: Rashedul
ID: 4316
Common Types of
Event Marketing
22. 7 KPI to Events That Outperform Expectations
Team: Player
Presenter: Anwar
ID: 4341
1. Set realistic and targeted goals up front- ROI is not just something you consider after the event, you
must plan for ROI from the outset and continue measuring ROI after the event. Your goals should not be limited
to only registration and attendance models. The best goals will get into pipeline and revenue impact.
2. Incorporate a strong theme and be creative- Whether you are partaking in a virtual or physical event,
delivering a cohesive look and feel helps create a seamless brand experience.
23. Team: Player
Presenter: Anwar
ID: 4341
3. Include multiple touches in your promotion- When putting so much time and energy into planning
your event, you want to make sure that you do the promotion right. To generate the highest amount of
registrants, you need a mix of email, social, public relations, and other types of paid promotions to get the
biggest bang for your buck.
4. Segment your promotions to reach the right audience- No matter what sort of promotion you are
using, segmentation is vital to getting the right attendees registered for your event.
24. 5. Include Social Media in Your Event Plans: Being active on social networks before, during,
and after your event is crucial for success. Since events are in real-time, attendees often use
social networks to engage with other participants in a live environment.
*Twitter *Facebook *Google+ *Linkedin
6. Base measurement around proving ROI: When it comes to measuring ROI, every company is
unique in their level of sophistication and what they want to track.
7. Be the first to follow-up with attendees and non-attendees alike-Making sure of proper event
follow-up will set you apart from the competition and keep you fresh in the minds of your
prospects. Always plan your follow-up strategy before the event begins—email follow-ups
should be written and designed, offers should be decided on, and any other call-downs should be
planned.
Team: Player
Presenter: Anwar
ID: 4341
25. 1. Going in Blind
2. Not Knowing How Much Staff You Need
3. Forgetting Relevant Conversations
4. Missing Deadlines
5. Not Standing Out from the Crowd
5 Event Marketing Mistakes to Avoid
Team: Player
Presenter: Anwar
ID: 4341
26. Team: Player
Presenter: Arafat
ID: 4319
Corporate advertisement is concerned about to promote its brand in
corporate arena rather than promoting its products & services.
To be more specific it promotes the organization.
Its an extension of the PR function.
ADVERTISEMENT
27.
28.
29.
30.
31. To build relation with any one need to go close to him its universal. Need involvement & attachments
with emotion to create positon in mind of individuals.
Sometimes need to go more intensely closer to create trust.
Corporate Advertisement
CorporateAdvertisement
Image
Enhancement
Creation of
Position in Cause
Seeking
Involvement
Team: Player
Presenter: Arafat
ID: 4319
33. Factors effecting Corporate Advertisement
6 Factors
1. Organizational Identity
(“Who are we as an organization?”)
2. Corporate Identity
(Company Name, Logo, slogan, Buildings, Décor, Uniforms, and Company Colors)
3. Corporate Branding
Corporate identity and Culture, Sponsorship, Employment applications and over
all brand extensions
Team: Player
Presenter: Arafat
ID: 4319
34. 4. Corporate Image
Mental picture that springs up at the mention of a firm's name
Ex- Destiny Bangladesh VS Apple
5. Corporate Communication
(All internal and external communications aimed at creating favorable point of view)
6.Corporate Reputation
(Collective judgments of a corporation)
Factors effecting Corporate Advertisement
Team: Player
Presenter: Arafat
ID: 4319
36. Conclusion
All genius are in same market with same weapon.
But vision, offers, target market and position are not same so have to be more conscious
about own target so that we can find out the best way to reach destination in time.
Thanks to all….
Conclusion