The Fashion Channel (TFC) was a successful cable TV network dedicated solely to fashion. However, competitors were now adding fashion programming, threatening TFC's position. Data Wheeler, new VP of Marketing, was developing a segmentation and positioning strategy to present. Research identified four audience clusters: Fashionistas (15% of households) who were highly engaged with fashion; Planners & Shoppers (35%) who regularly participated in fashion; Situationalists (30%) who did so for specific needs; and Basics (20%) who were disengaged. Wheeler was considering targeting just Fashionistas, or both Fashionistas and Planners & Shoppers, to strengthen the audience value and increase advertising revenue in response
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
First assignment of marketing research
Business case: The fashion channel
(It won't be correctly displayed in slideshare because of the fonts, I'll try to fix it)
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
First assignment of marketing research
Business case: The fashion channel
(It won't be correctly displayed in slideshare because of the fonts, I'll try to fix it)
Time Warner are a global leader in media and entertainment with businesses in television networks and films and TV entertainment, uses its industry-leading operating scale and brands to create, package and deliver high quality content worldwide on a multi-platform basis.
The telecommunication companies despite the huge amount of budgets made on advertising they still face some challenges, they are often faced with problems of interconnectivity, busy networks, and high tariffs yet we are bombarded daily by advertising through both print and the electronic media that often convey to the audience the price
NIELSEN DIGITAL AD RATINGS™ GLOBAL BENCHMARKS AND FINDINGSIAB Europe
The global advertising landscape continues to evolve as investment shifts to digital across various devices and channels. This change in direction underscores the need to understand your campaign audience delivery across screens in a way that is comparable and easily actionable. This release of our Digital Ad Ratings benchmarks and findings gives you an inside look into audience delivery across four geographic regions with the market specific information required to make strategic decisions around how you invest and optimize your campaigns.
A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
This report provides a comprehensive analysis, evaluation of the current status, and future outlook of SiriusXM Satellite Radio. It is focused on its history, current market position, success factors, market segmentation, growth potentials, and financial solutions. The financial data analyzed shows that SiriusXM Satellite Radio is not in an immediate financial or public crisis, however, controls need to be put in place to enable better financial stability.
Time Warner are a global leader in media and entertainment with businesses in television networks and films and TV entertainment, uses its industry-leading operating scale and brands to create, package and deliver high quality content worldwide on a multi-platform basis.
The telecommunication companies despite the huge amount of budgets made on advertising they still face some challenges, they are often faced with problems of interconnectivity, busy networks, and high tariffs yet we are bombarded daily by advertising through both print and the electronic media that often convey to the audience the price
NIELSEN DIGITAL AD RATINGS™ GLOBAL BENCHMARKS AND FINDINGSIAB Europe
The global advertising landscape continues to evolve as investment shifts to digital across various devices and channels. This change in direction underscores the need to understand your campaign audience delivery across screens in a way that is comparable and easily actionable. This release of our Digital Ad Ratings benchmarks and findings gives you an inside look into audience delivery across four geographic regions with the market specific information required to make strategic decisions around how you invest and optimize your campaigns.
A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
This report provides a comprehensive analysis, evaluation of the current status, and future outlook of SiriusXM Satellite Radio. It is focused on its history, current market position, success factors, market segmentation, growth potentials, and financial solutions. The financial data analyzed shows that SiriusXM Satellite Radio is not in an immediate financial or public crisis, however, controls need to be put in place to enable better financial stability.
كشف تسربات المياه شركة ال مطلق 0539211174
يتواجد في السوق الكثير من اجهزة و جهاز كشف تسرب المياه الكشف المنزلي عن تسربات المياه سواء كانت تحت الارض او انابيب المجاري لحل المشكلة نهائيا لعدم التعرض لمشاكل زيادة فاتورة المياه شهريا دون داعي ومشاكل تصدع المبنى وزيادة الرطوبة بالجدران مما يساعد على سقوط دهان الاسقف والحوائط وسيبب لك خسائر كبيرة تؤدي احيانا للانهيار المنزل او العمارة بالكامل, احترص دائما اخي الكريم لمتابعة انابيب المجاري اما عن طريق شراء جهاز خاص بيك فقط او الاتصال بشركة محترفة مثل شركة ال مطلق لكشف تسربات المياه في جميع مناطق المملكة العربية السعودية بضمان وخبرة تفوق 10 سنوات فى مجال الصيانة والمتابعة.
خدمات شركة ال مطلق - https://www.almutlaqi.com في:
Intuit QuickBooks Future of Small Business ReportIntuit Inc.
October 2016 - Projections show that the number of U.S. small businesses will grow from 30 million in 2016 to over 42 million in 2026. Read on to learn five trends that will give small businesses a competitive edge over the next decade.
1- أنشطة الخدمات والصيانة :
الكمبيوتر والمحمول - مراكز التدريب - السياحة - جميع شركات الصيانة الخدمية - الحج والعمرة - السفريات
2- المهن الحرة الخدمية :
عيادات الأطباء - مكاتب المحامين - الخدمات العقارية - المدارس والتعليم - مكاتب المهندسين - النقل
إنشاء الدفاتر المطلوبة التى تتناسب مع نشاط كل شركة :
(ضبط اركان شجرة الحسابات – مراعاة نشاط الخدمات العامة )
مراكز التكاليف العامة والخاصة :
( انشاء مركز تكاليف لكل نشاط وخدمة منتجة – التحويل بين مراكز التكاليف )
محاسبة الخدمات:
( الاتفاقات– المشتريات– المدفوعات النقدية و الآجلة و المقدمات – المرتجعات– الخصومات)
محاسبة التحصيلات :
(العروض– الصيانة– التحصيلات النقدية و الآجلة و المقدمة– الغرامات - الخصومات )
محاسبة المخزون الخدمي :
(1- وضع الخدمات من أنشطة الشركة 2- البيع الخدمة 3- حساب تكلفة الخدمة بتنفيذها من الشركة وتكلفة الخدمة بتنفيذها من شركة أخرى )
محاسبة الموظفين والرواتب :
( تصميم نظام الرواتب فى النظم العربية– الرواتب المباشرة والرواتب الغير المباشرة –
ربط الرواتب بمراكز التكاليف للخدمات والصيانة – التأمينات – تعويضات الاصابات للعمل )
محاسبة الاستهلاكات للخدمات :
- نظريات القديمة والحديثة
- مجمع الاهلاكات ومصروف الاهلاكات
- تحميل الاهلاكات على المشاريع الخدمية
– ربط الاهلاكات بمراكز التكاليف للمشروع والوحدة الخدمية المنتجة
دور الاساتذة واليوميات المتعددة فى نشاط الخدمات :
( القدرة على توظيف البرنامج مع نشاط الخدمات بصورة جيدة وواقعية )
1-عمل جميع التقارير المالية : (ميزان المراجعة - قائمة الدخل- قائمة التدفق النقدى- الميزانية الختامية- التحليل المالى)
2- التقارير المحاسبية : (- حركة الصناديق - حركة البنوك 3- اليوميات والاستاذة - تقارير الموظفيين )
(- تقارير المورديين والمشتريات - تقارير العملاء والمبيعات - تقارير المخ�
Radio advertising is a complement of advertising by radio arrangement at nominal Print advertising.Advertising in radio locates your vital messages during advertising by radio by suggest rational radio advertising price
Radio advertising is a complement of advertising by radio arrangement at nominal Print advertising.Advertising in radio locates your vital messages during advertising by radio by suggest rational radio advertising price
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
ap
ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Addressable TV: The Re-evolution of the medium TVSocialMedia8
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
Hadj Ounis's most notable work is his sculpture titled "Metamorphosis." This piece showcases Ounis's mastery of form and texture, as he seamlessly combines metal and wood to create a dynamic and visually striking composition. The juxtaposition of the two materials creates a sense of tension and harmony, inviting viewers to contemplate the relationship between nature and industry.
Explore the multifaceted world of Muntadher Saleh, an Iraqi polymath renowned for his expertise in visual art, writing, design, and pharmacy. This SlideShare delves into his innovative contributions across various disciplines, showcasing his unique ability to blend traditional themes with modern aesthetics. Learn about his impactful artworks, thought-provoking literary pieces, and his vision as a Neo-Pop artist dedicated to raising awareness about Iraq's cultural heritage. Discover why Muntadher Saleh is celebrated as "The Last Polymath" and how his multidisciplinary talents continue to inspire and influence.
2137ad - Characters that live in Merindol and are at the center of main storiesluforfor
Kurgan is a russian expatriate that is secretly in love with Sonia Contado. Henry is a british soldier that took refuge in Merindol Colony in 2137ad. He is the lover of Sonia Contado.
2137ad Merindol Colony Interiors where refugee try to build a seemengly norm...luforfor
This are the interiors of the Merindol Colony in 2137ad after the Climate Change Collapse and the Apocalipse Wars. Merindol is a small Colony in the Italian Alps where there are around 4000 humans. The Colony values mainly around meritocracy and selection by effort.
2137ad Merindol Colony Interiors where refugee try to build a seemengly norm...
tfc cse
1. The Fashion Channel
Background
The Fashion Channel (TFC) was a successful cable TV network- and the only network solely dedicated
to fashion, with up-to-date and entertaining features and information broadcast 24 hours per day, 7
days per week. Founded in 1996 it had experienced constant revenue and profit growth. Revenues
for 2006 were forecast at $310.6 MN. The channel was one of the most widely available niche
networks reaching almost 80 MN households. From the beginning its founder Jared Thomas believed
that its marketing message should appeal to as broad as group as possible. The network had chosen
“Fashion for everyone” as its theme for the marketing program.
However in 2006 other networks took note of TFC success and started adding fashion related
programs in their line-ups that prompted Thomas to rethink his approach to marketing. He told his
senior team: “it’s time for us to build a modern brand strategy and secure TFC position as the market
leader”. Still he and his senior leaders felt urge to resist change-“Why break something that isn’t
broken?”
Data Wheeler joined TFC in July 2006 as VP-marketing for TFC. She had strong background in
marketing packaged products as well as in advertising industry. She was now getting ready to
present new segmentation and positioning strategy scheduled next week.
Frazier, VP of advertising sales, had warned in today’s sales forecast meeting that TFC might need to
drop the price for a unit of advertising next year by 10% if the network did not make changes in its
performance. He said both Lifetime and CNN had launched fashion specific programming blocks that
were achieving notable ratings (Exhibit 1). Wheeler knew to hold or increase price it would be crucial
to attract a critical mass of viewers who were interested in the network’s content and were also
attractive to advertisers. She believed she had good market data that would give her insights into
the options for identifying the right segments for TFC. At the same time she knew, if the network
changed its offerings in a way that disappointed too many cable subscribers, it could risk losing its
distribution support.
The popularity of TFC was measured by “ratings” that represented the percentage of TV household
watching on during a measured viewing period. Across the entire schedule TFC average rating was
1.0. With 110 MN TV households in US, this meant on an average 1.1MN were watching TFC. TFC Ad
sales team sold access to these viewers via advertising spots (30 or 60 seconds in length) to
consumer marketers such as cosmetics, cloting designers and Auto manufacturers. There were
usually 6 min of national ad time in each hald hour programming, 24 hrs/day for a total of 2016
min/week. Competition for ad revenue was always fierce across all networks. The strong fashion
programming blocks on Lifetime and CNN represented a double edged competitive challenge.
Revenue Model
The network based ad unit prices on several factors which advertisers also monitored. These
included number of viewers (rating), the audience characterisitics (age, demographics and lifestyle)
and general competitive trend. Prices were expressed as CPM (Cost Per Mille- a roman numeral for
1000). It represented price that advertisers would pay for an impression or moment of viewing.
2. CPM = cost / (target audience / 1,000). Ad revenue/spot=Households X rating / (1000 X CPM). Thus
To determine CPM you divide the cost of advertising by total number of people reached by the
advertisement (in thousands) . If a radio commercial costs $100 and reaches 50,000 people your
CPM would be $2.
Cable affiliate fees which were on track to bring $80 MN were the second revenue source for TFC.
Most US households subscribed to cable through local affiliates of large cable operators such as
Time warner, Cox, Comcast and Cablevisions. Consumers paid monthly fee for basic lineup and
incremental fees for premium channels and on demand programming. TFC was positioned as basic
channel so most consumers received it automaticaaly when they signed up for basic cable service.
TFC received $1/subscriber/year which was at the low end of the industry. It was based on Carriage
and did not vary with change of viewership. The cable operators monitored the customer
satisfaction and could threaten to drop unpopular channels.
Recent Alpha research indicated these figures for on a scale of 1 (low) to 5 (Very high):
Channel TFC CNN Lifetime
consumer interest in viewing 3.8 4.3 4.5
Awareness 4.1 4.6 4.5
Perceived value 3.7 4.1 4.4
Cable operated monitored these data to determine how much to pay for each network. To Dana this
indicated a need for marketing initiatives to improve consumer interest, wareness and perceived
value.
Attitudinal research findings
Wheeler had commissioned a MR from professional Research organization that was completed last
month. The responses are suumarised in Exhibit 2. The researcher also prepared Exhibit 3 compiling
the results into attitudinal clusters.
Dana’s options
Dana felt women in age group of 18-34 would be most interested in TFC programs. As there were
women aged 18-34 in all the clusters, she first considered maintaing a broad apeal to cross segment
Of Fashionistas, Planners & Shoppers and Situationalists. By investing in a major marketing and
adverising campaign a boost of 20% in rating could be expected. However Ad sales was forecasting a
10% drop in CPM to $1.8 if the current audience mix remained the same. There was also the risk that
competition would continue to penetrate the premium segments and further erode TFC pricing
ability.
An alternative to this approach would be to focuss more on the Fashionistas. This segment was
strong in highly valued 18-34 female demographics. It was smallest representing only 15% of
households but it would alsso strengthen the value of the audience to the advertisers. Dana
estimated that this strategy could deliver rating of 0.8. Ad Sales had given her a projection of $3.5
CPM for an audience stronger younger, female oriented Fashionista segment. She estimated that
she would need to spend an additional $ 15 MN per year for programming under this scenario.
3. Dana was also interested in a third alternative scenario that targeted two segments-the fashionistas
and the Shppers/Planners. She estimated that the dual targeting would drive average rating to 1.2
with a potential CPM of $2.5. She estimated that she would need to spend an additional $ 20 MN
per year for programming under this scenario.
Dana knew that her recommendations would have to show how her plan would increase TFC
revenue and also quantify risks if the plan disappointed. She had created spreadsheet to calculate
impact of rating and potential CPM on ad revenue (Exhibit 4) and their financial impact (Exhibit 5).
Exhibit 1: Viewer demographics and Competitor Comaprison
All TV Viewers TFC Lifetime:Fashion Today CNN:Fashion Tonight
Time period 24 x 7 24 x 7 M-F 9-11PM M-F, 8-9PM
Sat, Sun, 10-11PM
Male 49% 39% 37% 45%
Female 51% 61% 63% 55%
18-34 30% 33% 43% 27%
35-54 41% 45% 42% 40%
54-74 21% 20% 14% 26%
Income > $100K 16% 18% 19% 17%
Average rating NA 1.0 3.0 4.0
Program profile All Fashion news,
features & info.
Fashion news and info. Fashion news/ features
with celebrity focus
Exhibit:3 Analysis of Attitudinal clusters in US TV household for TFC
Cluster Involvement in
fashion
Size of cluster
(% HH)
Index: Interest in
Fashion on TV
(100=all viewer
average)
Demographic
highlights
Attitude drivers
Fashionistas Highly engaged in
fashion
15% 140 Female 61%
Income >
$100K, 30%; 18-
34,50%
Anticipate trends
stay uptodate
Think a lot about
fashion
Enjoy Shopping
Develop fashion
expertise to share
Fashion is entertaining
Planners &
Shoppers
Participate in
fashion on a
regular basis
35% 110 Female 53%.
18-34, 25%
stay uptodate
Enjoy Shopping
Fashion is practical
Interest in value
Situationalist Participate in
fashion for
specific needs
30% 105 Female 50%
Children HH
45%, 18-34,
30%
Enjoy shopping for
specific needs
Think about fashipn for
specific situations
Fashion is both
entertaining and
practical
Interested in value
Basics Disengaged 20% 50 Female 45%
Male 55%
Do not enjoy shopping
Do not spend much time
thinking what to wear
Interested in value
This case has been adapted by Satish Duryodhan from The Fashion Channel Wendy Stahl HBS