Product innovation goes co creation for branding globallyKhrisma Khrisma
This slide describes how consumers can share more experience to give more values for product innovation. Their new taste of styles makes the products develop more and more.
Most of the credit goes to the wonderful Nick Smith.
A Client of ours, was launching a FMCG,
The Client being from Perth, West Australia want to Launch to Australia-Wide with the goal of being under $1,000,000 to stay competitive against brands such as Carmens and Uncle Tobys
Product innovation goes co creation for branding globallyKhrisma Khrisma
This slide describes how consumers can share more experience to give more values for product innovation. Their new taste of styles makes the products develop more and more.
Most of the credit goes to the wonderful Nick Smith.
A Client of ours, was launching a FMCG,
The Client being from Perth, West Australia want to Launch to Australia-Wide with the goal of being under $1,000,000 to stay competitive against brands such as Carmens and Uncle Tobys
Sports Marketing - integrated marketing and digital communicationsLeanne Ross
Second year Sports Marketing - introduction to integrating concepts across digital channels, and the impact of emerging digital trends on campaigns and brands.
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
Ndu Senior Advertising Project | Reach Out MagazineNaja Faysal
This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.
Enhance your communication and interaction with prospective, current, and past clients while broadcasting your value proposition with the latest Apple technologies. (Presentation made on 2/25/17 at Apple Irvine Spectrum)
Nivea Men - Millward Brown / Marketing InitiativesChen Yang Lim
Growing a mature brand in saturated markets isn't easy but is certainly an interesting challenge. We built a business case for Nivea Men's global growth, recommend action plans and insights based marketing strategy to tread the volatile business arena.
Created as part of a master's programme in Market Research & Consumer Behaviour
Sports Marketing - integrated marketing and digital communicationsLeanne Ross
Second year Sports Marketing - introduction to integrating concepts across digital channels, and the impact of emerging digital trends on campaigns and brands.
Discusses about the different media of Advertising use, and the the kinds of Advertising. This slideshow particularly discusses Interactive advertsing, most particularly Kiosks, and Point of Purchase. It also discusses about the difference between Product and Non-Product Advertising, Commercial and Non-commercial Advertising, and Awareness Advertsing.
Ndu Senior Advertising Project | Reach Out MagazineNaja Faysal
This presentation is an Integrated Marketing Communications plan for a start up magazine in lebanon done by Naja Faysal for an NDU Advertising & Marketing Senior Project class.
Enhance your communication and interaction with prospective, current, and past clients while broadcasting your value proposition with the latest Apple technologies. (Presentation made on 2/25/17 at Apple Irvine Spectrum)
Nivea Men - Millward Brown / Marketing InitiativesChen Yang Lim
Growing a mature brand in saturated markets isn't easy but is certainly an interesting challenge. We built a business case for Nivea Men's global growth, recommend action plans and insights based marketing strategy to tread the volatile business arena.
Created as part of a master's programme in Market Research & Consumer Behaviour
Introduction of Promotion Management
Integrated Marketing Communication
Communication Development process
Budget Allocation decision in Marketing Communication
Promotion Mix
Advertising- Meaning, Objective
Advertising Budget
Fundamental of sales Promotion
Public Relations
Direct Marketing
Rural Marketing
Digital and Mobile Marketing
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
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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 ...
With new frontiers opening in the creative use of data and the possibilities for advertisers to connect with consumers in novel, exciting and enduring ways, all players need to work together to address the challenges and leverage the opportunities. Interact's high-level, two-day State of the Industry conversation will have something for everyone! Check the programme here!
Overview of the work and career of the "Forrest Gump of Strategists." A leader in brand and communication strategy, digital marketing and market and user insights. An innovative, disruptive, insights-driven storyteller. Passionate about delivering groundbreaking work for global brands that truly touches consumers' lives.
Httpool Digital Audio Advertising Report 2021Social Samosa
Httpool announces the launch of the ‘Tune into ‘Digital Audio’ in 2021. The paper is aimed at brands and marketers to streamline and improve digital audio advertising planning for 2021.
E advertising / NEW TRENDS IN E-ADVERTISINGPrashant Arsul
Advertising is the paid non personal communication from an identified sponsor using mass media to persuade or influence an audience.
E-Advertisement, also called as Internet advertising, uses the internet to deliver the promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (web banner advertising), and mobile advertising.
1. THE COMPUTER IS PERSONAL AGAIN
A GLOBAL INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
2. INTRODUCTION
HP – Hewlett Packard company
“The computer is personal again”
launched in may 2006
The award winning campaign
helped HP beat DELL
3. BACKGROUND NOTE
Bill Hewlett and David Packard stated the company in California on January
1,1939.
In 1951, HP invented the 524A high speed frequency counter
In 1957, the company went public
IN 1959, HP became a global company
In 1961, HP entered the medical equipment's industry through acquisition of
sanborn company
4. In 1966, the company established HP
laboratories to conduct research
activities relating to new technologies
and products
HP first computer was HP2116A
In 1968, HP introduced the world’s
first desktop scientific calculator
In 1974, HP launched its first
minicomputer
5. HP introduced first touch screen pc in
1983
In 1995, HP entered the home
computing market with the HP
pavilion PC
In 2001-02 the company merged with
Compaq.
In 2002, HP launched “ everything is
possible campaign”
6. In Jan 2003, HP launched a marketing communication initiative called
“Operation One Voice”.
50 percent of its advertisements budget would be spent on brand advertising
“You+HP” is a part of the ongoing “everything is possible” campaign
Budget for this campaign was US$ 400 million
In June 2005, HP appointed Todd Bradley as the executive vice president of
HP’s PSG
7. THE COMPUTER IS PERSONAL AGAIN
It was first ever global marketing campaign.
Created by GSP
It covers North America, Europe, and the Asia-Pacific by 2006 end
The objective of the campaign was “to grow a more profitable worldwide
business through the introduction, support and marketing of innovative
products, services and solutions that will deliver the absolute best customer
experience in personal technology.
This new HP campaign focuses on the highly individual and personal
relationship people have with their computers, unique to each user.
8. HP will drive its core concepts and ideas through all PSG communications around the
world, including print, broadcast, online and outdoor advertising
For television and web, the company will be highlighting celebrities, noteworthy
business people and other recognizable figures, and how their PCs are personal to them.
Among first to air are U.S. Olympic gold medalist and professional snowboarder Shaun
White; cultural icon, entertainer, and President and CEO of Def Jam Records Shawn
“Jay-Z” Carter and reality TV pioneer Mark Burnett.
The company will also be joining with MTV’s college network, mtvU, on the “Meet or
Delete” series of short, 4-minute episodes that follow college students as they size each
other up and decide if they’d like to meet, based solely on the contents of their hard
drives
9. This will be the first MTV Networks series to roll out internationally and utilize
virtually every MTV asset around the globe – cable, online, wireless and outdoor --
including the MTV Store and even the massive MTV 44 ½ foot high-definition TV in
New York’s Times Square.
In addition, HP will also host a new website, www.hp.com/personal, which will feature
hot products and a “Viewing Room” with full-length versions of the personality
television and web spots and other ads.
It will also include the new HP Total Care landing page and an “Extras” page with
background and interviews with the personalities, fun activities like creating personal
versions of the television spots through the Personiva platform, product customization
options and more.
11. HP Total Care
Also being unveiled as part of the new campaign is HP Total Care.
HP Total Care encompasses the complete lifecycle of services, tools and
options which provide customers a differentiated and better experience with
HP.
With HP Total Care services, customers receive a full circle of personalized
services for every stage of their computers’ life: from choosing it, to
configuring it, to protecting it, to tuning it up – all the way to recycling it.
12. Campaign scope
The total campaign spend worldwide is several hundred million dollars,
including traditional, web and viral marketing elements across a wide range of
network and cable television, major newspapers, grassroots efforts and a
variety of web sites such as Yahoo, MTV, MySpace, MSN, WeatherChannel,
CIO, Forbes, Entrepreneur, InfoWorld, and CNet.
The campaign will be rolled out across key countries in North America,
Europe and Asia over the next six months.
13. THE IMPACT
COMPUTER IS PERSONAL AGAIN campaign helped the HP brand gain 9
percent in brand value
According to a report released by Gartner Inc. and IDC HP become the largest
selling PC maker in the world
The “ What Do You Have to Say?” campaign maintained the autobiographical
theme of the personal again campaign
The ‘ Personal Again’ campaign received the “campaign of the year award” for
2006
14. OUTLOOK
According to a report released by IDC in October 2007, HP’s worldwide PC
shipments grew at a rate of 33 percent year over year
‘ Personal Again’ campaign was running in more than 100 countries where HP
had a presence
In Feb 2008, HP co sponsored the “Night Before”, a fundraising event on the
evn of the Annual Academic Awards function.
