The document discusses creative strategies and advertising budgets. It covers various advertising appeals, the art of copywriting, advertising copy testing, and methods for determining advertising budgets. The document suggests advertising budgets can be set based on what a company can afford, a percentage of sales, competitive parity, or objectives and tasks. The goal of copywriting is to influence customers to purchase a product over competitors through benefits, needs, and easy conversion. Copy testing evaluates ad effectiveness through customer response and behavior.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
To understand psychology in selling, buying decision process and buying situations
To learn communication skills, sales knowledge, and sales related marketing policies
To understand personal selling process
To learn about negotiation
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Objectives of sales management are derived from the organizations marketing objectives.
Ultimate sales objective of an organisation is to have a decent growth in sales.
More specifically, sales management objectives can be grouped under:
Quantitative Objectives (Short-term)
Qualitative Objectives (Long-term)
To understand psychology in selling, buying decision process and buying situations
To learn communication skills, sales knowledge, and sales related marketing policies
To understand personal selling process
To learn about negotiation
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Barna encendida - Evento de Marketing Digital de SiteGround - José Ramón PadrónSiteGround España
SiteGround reúne a partners, clientes, amigos y miembros de las comunidades de los CMS Open Source más populares para hablar de marketing digital y aprender nuevas formas de impulsar nuestros negocios hacia el siguiente nivel. Con nuestro encuentro “Barna encendida” queremos mostrar nuestro compromiso con las personas que confían en Open Source para sus proyectos, poniendo a su alcance los conocimientos y experiencia de algunos de los mejores expertos en CMS´s de España para conducir sus ideas hacia el éxito. El evento fomenta el uso de técnicas de marketing digital, aplicadas a casos específicos de compañías de diseño, desarrollo web y freelancers que usan CMS´s como WordPress, Drupal o Joomla, entre otros, para obtener los mejores resultados. Los expertos abordarán la optimización de recursos, estrategia e información muy valiosa directamente enfocada a la búsqueda del resultado.
SiteGround es una compañía de Web Hosting especializada en CMS´s y en e-commerce que soporta proyectos de Open Source con mucho cariño. Facilitamos a nuestros clientes y partners que usan WordPress, Joomla, Magento, Drupal u otro CMS servicios especializados para sus proyectos y software, velocidad web inigualable, seguridad top y el soporte 24h en español de mayor calidad del mercado.
José Ramón Padrón es el Country Manager de SiteGround en España (siteground.es) y está particularmente enganchado a la filosofía única que les caracteriza y que mezcla pasión, trabajo, diversión y devoción por empleados y clientes. Apasionado de la atención al cliente y las ventas desde hace dieciséis años, centrado en los sectores del hosting y open source en España y LatAm.
Dynamic Faces - Analyzing Data with a FaceExcel Effects
Dynamic Faces is a software app that enables you to visually analyze data through a face. It utilizes creative analytics and spreadsheet technologies to convert graphics into analytical charts.
Managing integrated marketing communication
BY
M. A. Jalil Khan
B.A. ( Honors) M.A. (First Class)
University of Dhaka
MBA (Marketing & Int`l Business)
. Manager, Marketing & Business Development SQUARE Hospitals Ltd. Dhaka
Market, definition of Marketing, Scopes of Marketing, Nature of Marketing, Functions of Marketing, Marketing vs. selling, Roles and Functions of Marketing Manager Marketing Environment and much more.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. Layout
Creative approaches;
The art of copywriting;
Advertising copy testing;
Creativity in communication,
Motivational approaches & appeals,
Advertising budget process;
Methods of determining Advertising appropriations.
2
Presented by: Ms. Himani
3. Creative Approaches
Advertising can create a desire for products and
services through the appeals they use to persuade
prospective buyer to buy goods and services.
Advertising appeal is therefore the basis or
approach used in an ad message to attract the
attention or interest of consumers and/or influence
their feelings toward the product or service or
cause.
3
Presented by: Ms. Himani
6. The art of copywriting
Advertising copy is central to the marketing campaigns of an
organization.
The aim of the copy is to ensure that the actual information presented
to the customers influence them to buy your products rather than a
competitor’s.
Advertising copy is the dialogs of the TV advertisement, radio
advertisements or the print advertisement.
In radio advertisements, the role of advertisement copy is all the more
important as there are only a few other things which can be used to
attract listeners attention.
Also, in print form of advertisements, the positioning and the
appearance of the text needs to be thoroughly reviewed apart from the
meaning it is conveying.
6
Presented by: Ms. Himani
7. Continued
The main objective for inking an advertising copy is to
make the customer buy your company’s product.
Drafting an advertisement copy requires skill & effort.
It requires a thorough analysis of the target audience.
It is a crucial aspect of advertisement as for
advertisements it is the one thing which is going to convey
advertisers message.
There are many theories which makes advertisement
copies effective and appealing to the customers.
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Presented by: Ms. Himani
8. Advertising Copy Testing
It is a specialized field of market research that
determines advertisement’s effectiveness based on
customer response, feedback and behavior.
Useful for selecting one out of many ads executions
or to improve compression or tone of the ads.
It is both qualitative and quantitative market research
technique.
8
Presented by: Ms. Himani
9. What to test?
Source factors: effectiveness of Spokesperson used
e.g.- Tiger Woods for Nike-successful
Britney Spears for Pepsi-Unsuccessful as she grew old
Message variables: Meaningful, memorable, attractive
e.g. - Ad showing celebrities using LUX beauty soap appears vague
Media strategies: Integrated media mix(contribution of
various media and their synergistic effect)
Budgeting decisions: Relationship of ad budget & sales
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Presented by: Ms. Himani
10. When to test?
Pretesting:
Measures taken before the campaign is implemented.
Occurs at point-idea generation, rough execution, testing the final version
before implementing it. e.g. Concept testing
Methods used: -Laboratory Methods -Field Methods
Advantages: Inexpensive feedback, money saving
Disadvantages: Miscommunication, time delay
Post testing:
To determine whether the objective is accomplished or not
Serve as a input into the next period’s situation analysis
Methods used: Field Methods
10
Presented by: Ms. Himani
11. Creativity in communication
There are 4 questions your copy needs to answer:
1 What exactly is being offered? You should answer the
question: “What’s in it for me if I give you my information?”
2 What are the benefits of the offer? You should explain why
your reader just can’t live without it!
3 Why does the prospect need the offer NOW? Your copy
should make it easy for your prospect to convert.
4 How does the prospect get the offer? Your copy should
make it easy for the lead to convert.
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Presented by: Ms. Himani
12. Advertising budget process
AFFORDABLE METHOD
Advertisers base their advertising budget on what they can afford. An amount
after allocating all the relevant company expenditure is given for advertising.
It is based on the presumption that the firm can only afford that much amount on
advertising.
This method is not logical since it doesn’t considering the advertising needs of
the firm.
PERCENTAGE OF SALES METHOD
A fixed percentage of the sales figure is allocated as advertising budget.
This sales figure could be last year’s sales figure or the average of the sales
figures of last years.
It may also use projected sales figure in determining the ad budget.
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Presented by: Ms. Himani
13. Continued
COMPETITIVE PARITY METHOD
The advertising expenditures of competitors are taken as the
guidelines for setting advertising budget.
It is based on the belief that the firm will maintain his market share as
it spend same amount on advertising as his competitors
This method is used as a defensive device by the advertiser
OBJECTIVE AND TASK METHOD
Most logical way of setting advertising budget.
It focus on the advertising task that is to be achieved.
Advertising objectives are fixed after intensive market research.
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Presented by: Ms. Himani
14. Methods of determining
Advertising appropriations
The advertiser while selecting the media should consider
the following factors:
Class of the audience
Extent of coverage
Nature of the product
Nature of the competition
Reputation of the medium
Cost of the media
Time and location of buying decisions
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Presented by: Ms. Himani
