Movie Marketing

Movie Marketing
Movie Marketing Case
I would like to analyze the movie marketing before the launch using the model 8. 1 Simple
communications model, 8.5 Advertising essentials and 8.2 AIDA and the promotion mix.
Before the movie is launched the movie marketers have to communicate with their target audience.
According to the model Advertising essentials, the message of the marketers has to go through the
creative team and media before it reaches the audience. Based on module Simple communications
model, in the movie marketing sender is the movie marketers, be more precise creative team, who
encode the message (they want to give to the targeted audience) in trailers, posters etc. however,
there may be a distortion in–between this process when they do not ... Show more content on
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For uploading the movie trailer on Youtube or having a PR you do not have to pay as it is free
publicity but they are great tools for the spread of mouth. The press junkets are most probably
relatively expensive but publicity is one of the main promoters of the movies. Nominating the movie
for awards before launching will add more value to a movie; therefore, more people will be
interested in watching it as it is given so much attention. News stories may influence the audience in
both ways, good and bad. If there will be a story of a star doing something inappropriate for society,
then the attention of many people can be lost; nevertheless, the interviews with stars can promote
the movie, especially, if the movie has a world known actor. Such vehicles as "making off"
documentaries, movie festivals, celebrity parties or merchandising can be very expensive but not
efficient at all, because the audience does not get to know much about the movie or will not find
anything appealing to it during these promotions.
3. The critics are the noise in the promotion communication between the sender, movie marketers
and the receivers, the audience (Based on module 8.1 Simple communications model – after
Schramm). The critics have a contradicting effect: positive and negative, it can make or break your
movie premier. It is the matter of how the critics perceive the movie. In the first case, the critics
promote the movie and give
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The Objectives Which The Sandwich And Snack Bar Desire To...
Achievable – Are the objectives which the sandwich/snack bar has set, achievable and attainable?
Realistic – Can the sandwich/snack bar convincingly achieve the objectives with the incomes the
organisation have? Time – What specific time does the sandwich/snack bar desire to achieve the set
objectives? The SMART objective must coincide with the promotional activity which takes place
within the company as this will allow effective planning of money and resources. Also this will
provide a realistic plan. Target Market: The client should concise the account decision–making in
particular to who the product's target markets are. The target market that is specifically aimed to the
local industrial estate workers where the client aims to provide ... Show more content on
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The timing could be affected by the holidays in the calendar such as Christmas, Easter, New Years
Eve and New Years and Bank Holidays. For the Sandwich/snack bar, the timing is of key
significance and it is highly important that plans for the pre–launch promotion are live, so that the
awareness is brought up before hand to the specific target market and should be done much before
the opening of the sandwich/snack bar. This will give the regulars, time to prepare and give them
background knowledge on what is coming to their local area – a place which will provide them food
on their lunch/break times. The Creative Brief: With the campaign brief finished, the second thing
that is needed to be done by the client and for the company itself would be to do a creative brief.
The account executive must translate the clients briefing document for the specific use of the
creative team. The creative brief will inform the creative team for the information that is needed for
the organisation to help produce a promotional campaign. The creative brief will include the

Unit 9
Introduction
Describe the promotional mix used by two selected organisations for a selected product or service.
Promotional Mix
The entire purpose of promoting products is to create awareness, persuade and inform customers
about your product or service while identifying key features compared with competitive products.
There are many benefits of performing successful promotion such as increasing sales and acquiring
a greater market share, showing your products features and exposing competitive product's flaws,
teaching the market benefits of your product, explaining different usage of your product, conveying
your brand image of your organisation and promoting new and improved features of your products.
The common tools needed to ... Show more content on Helpwriting.net ...
Sponsorship is a cash in–kind fee paid to a property normally in sports, arts and entertainment in
return for access to the commercial publicity associated with that product. For example a company
may provide equipment for a famous athlete and ask in exchange for its logo to appear on its
clothing and other assets in order for the company to receive brand recognition.
Personal Selling
Personal selling is where a sales man actually comes to target market doors and tries to promote and
make a sale from his product. This method of selling is perceived to be quite intimidating and often
salesmen can be quite bullish in their approach of the customer. A business that is looking to
maintain its corporate image will want to employ good salesmen that will not give off a bad aura
when they are at work.
Direct Market and Corporate Image Development
Corporate Image Development is the build up of an image and understanding of a brand in people's
minds. It is generally an accepted image of what a company stands for. Marketing experts use public
relations to further the image of the brand, this can be done by the news, the media, journalists and
online blogs. This publicity enables to spark an interest among consumers, create share of mind,
generate brand equity and therefore create product sales.

Universal Records Promotional Mix
Universal Records signed Jamie Cullum and the rest of his

Creative Product Promotion Bnd Level 3 Business
Task 1
Introduction to the promotional mix
Every business will require the use of a promotional mix as without this you could have the best
product at the best price but you will never generate any sales. Businesses need to make use of
various above and below the line promotions to sell their products.
(I have found a quote that backs up my views on the promotional mix and gives another basic
insight for its implicational meaning)
(The combination of personal selling, public relations, advertising, sales promotion, sponsorships,
direct mail, and trade shows that are utilized in promoting a good or service. The appropriate mix is
the combination that produces the best results for a given budget. Steven Sheridan, Business
Promotion) ... Show more content on Helpwriting.net ...
This business is completely different to Burger King in products, company size and value.
However Anderson and Wall still advertise their business using above and below the line promotion
techniques, these are listed below:
Above the line
Radio
Anderson and Wall often advertise their business on BCR FM this is Bridgwater's own radio station.
This radio station is only listened to by people living in the Bridgwater area meaning it is relatively
cheap to advertise on and it still is herd by the local target audience.
Local newspaper
Anderson and Wall post a weekly add in the Bridgwater Gazette, this is a small newspaper meaning
it is relatively cheap to advertise in. This form of advertising is again alike using the radio as it is
only seen by people potential local customers.
Internet
Anderson and Wall promote their business online as this is very cheap and has a massive target
audience. The internet is a very good source of advertisement as it allows Anderson and Wall to
promote its products to a large target audience, a lot bigger than their local promotions. An example
of this is Anderson and Wall having an internet shop selling products and posting them to their
customers.
Catalogue
Anderson and wall also promote their products in a catalogue; this can be ordered online from their
website. This is a good idea as they are very cheap to

Marketing and Overall Communications Objectives
Integrated Marketing Communications Plan Outline
1.0 Executive Summary The executive summary is an important piece to your IMC Plan. Often,
CEO's will not take the time to read all of the details of the plan, so this particular part of the plan
should be a one page summary of the goals, execution plan, and potential results. 2.0 Marketing
Communications Objectives The marketing communications objectives set the tone for the whole
plan. They should be specific, measurable, and used throughout the rest of plan so that all of the
tools are aligned to enhance the overall goals. The Marketing Communications objectives should
also be bereft of any ... Show more content on Helpwriting.net ...
10.0 New Media New media is growing and must be developed to reach consumers where they are
networking. Blogs, Vlogs, Podcasting, Mobile Marketing, Display Ads, and Social Networks can all
be strategically used to help you accomplish communications objectives, but the plan must identify
how. 11.0 Consumer Promotions Consumer promotions can generate engagement, but a discussion
about what fits with the big idea and the brand message should be performed. What are the
objectives, how will it be measured, and will you do a sweepstake event, or contest? Also, another
media discussion should be opened, as promotions can happen in stores, online, at experiential
events, and on the phone. 12.0 Budget The budget is quite important, as the details of how and when
the money will be spent need to be understood so that the reader can know where the money is
going. A suggestion is to develop a spreadsheet by month by medium and time (month, week,
quarter) that will allow for dollar placement in each specific cell to make it easy for the reader to
understand the complete picture. 13.0 Measurement and Evaluation All of the

Life Cycle Segmentation Of Swatch
Segmentation
There are companies that base their segmentation on specific countries, or regions, however, the
other type of companies mostly focus on life–cycle segmentation. Swatch do not focus on regional
segmentation because consumer of Swatch products can be anywhere in the world.
Swatch concentrates on life–cycle and age segments. They believe that model and design,
technology, and materials used for production of goods are based on these factors. For example,
Swatch has "Creart by Swatch" line, which is designed by artists, especially street painters for
teenagers. At the same time they have "Full Blooded" collection, which consists of more classic
watches mostly designed for adults. Further, Swatch produces special products for special occasions
like: Valentine Day, Mothers' Day, and etc.
Marketing Strategy
"There are many elements that make up the Swatch message. High quality, low–cost, provocative,
joy of ... Show more content on Helpwriting.net ...
Hayek offered something different since beginning. To understand clearly what do these words
mean we have to go through marketing mix strategy of Swatch Group. But, before to start the
analysis of marketing mix strategy, let's explore what is the mission, objective and target market of
Swatch. The mission of the Swatch is to produce high quality products, and for production to use
mostly low cost materials such as synthetic material. In order to become successful in business
especially in global business, every MNC should decide its objective for appropriate achievements.
The objective of Swatch is to establish the most stylish, innovative, and creative, at the same time
affordable watchmaker brand image in the world. As an objective and mission each global company
has to decide its target market to avoid reduction in sales and improve specialization. The target
market of Swatch are people between 15–34 years old. That can be shown as a reason of producing
fashionable, creative, and innovative watches and

P1/P2 Creative Product Promotion Describe the Promotional...
(a) Describe the promotional mix used by two selected organisations for a selected product/service.
Coca–Cola
Founded in 1886 by pharmacist Dr John S Pemberton in Atlanta, Georgia, The CocaCola Company
is the world's leading manufacturer, marketer and distributor of non–alcoholic beverage concentrates
and syrups, and produces nearly 400 brands.
www.coca–cola.co.uk/about–us/introducing–our–business.html
Coca–Cola was invented by Dr John Stith Pemberton and first went on sale at Jacob's Pharmacy in
Atlanta, Georgia and these days Coca–Cola is the world's most favourite and most profitable drink
from 1886.
PROMOTIONAL MIX
Advertising – Coca–Cola uses one of the most modern and popular advertising. Christmas
advertisment most ... Show more content on Helpwriting.net ...
Sponsorship is sometimes added as an seventh aspect.
Direct Marketing
Coca–Cola does not use direct marketing techniques although they could consider using direct
marketing techniques such as mobile messaging, email, interactive consumer websites, fliers and
outdoor advertising
Sponsorship – Coca–Cola is proud to have a long history of sponsoring major events such as
American Idol, NBA and even more London Olympics Games, not even they get a good advertising
from those events but moreover they are even making profit, and what is better than getting
advertising for free.
McDonalds
Happy Meal
Advertising – they advertise diffrent times of the day, they also put toys in happy meal that is related
to popular movies. "Happy meal" comes in the box that has games and colorful images and even

more they even have a website that is represented in "happy meal" and animation around it.
Coorparate image – McDonalds had bad coorparate images until they started to recycle bags and
they also added healthy menu, happy meals over time is increasing its demand as kids likes to get a
toy with their meal and also its a good choice of meal.
Direct Marketing – McDonalds uses direct marketing through the parents to the children to sell
happy meal, also they sell it via drive–through by offering "Happy Meal".
Personal selling – McDonalds uses

Volkswagen 's Brand Loyalty Among The World
Introduction
Volkswagen is one of the leading automaker in the world. It has a good market exposure and
Volkswagen maintain a good marketing and marketing communication support all over the world to
maintain its brand among the automotive market. Volkswagen have wide verity of brands under one
umbrella like Audi, Bentley, Seat, MAN, Lamborghini, Porsche, Skoda, Bugatti, Ducati, Scania.
It is a one stop solution for all type of vehicles.
Not just a car maker but gives all other automotive related services.
The brand is well–known in all age groups.
It is a pride to have a Volkswagen vehicle.
It has a brand loyalty among its entire users.
Unbeatable quality and luxury brand among all over the world.
To dominate the market an automaker needs multiple brands and Volkswagen has more than anyone
else.
Volkswagen's stated goal is to become a largest automaker company by 2018.
Volkswagen meaning in English is people's car.
Target Market Profile
Primary Target
Demographic
Males and females 50+ years old.
Education level not important.
Disability or can't drive common cars.
Income level over $40,000 CAD/year.
Psychographic
Rational, savvy customers.
Independent lifestyle.
Socially active.
Active with a healthy outlook.
Geographic
All across Canada, with emphasis on major urban markets.
Secondary Target
Males and females 20 to 50 years old.

Technologically savvy.
Active lifestyle.
Care about environment.
Marketing Objectives
To

Advertising and Promotion Essay 3
Ethames Graduate School
Shamim Ahmed Mojumder
Table of content | Page Number | Requirement 1 | P 1.1 | Explain the communication process that
applies to advertising and promotion. | 3 | P 1.2 | Explain the organisation of the advertising and
promotions industry. | 5 | P 1.3 | Assess how promotion is regulated. | 7 | P 1.4M 1 | Examine current
trends in advertising and promotion.How has the ICT impact the above organisation's advertising
and promotion. | 9 | Requirement 2 | P 2.1 | Explain the role of advertising in an integrated
promotional strategy for a business or product decisions. | 13 | P 2.2 | Explain branding and how it is
used to strengthen a business or product. | 14 | P 2.3M 2 | Review the creative aspects of ... Show
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Any inappropriate information included in the message can lead to misunderstanding and
misinterpretation by the receiver. Organisations spend a lot of money and time on market research to
understand the needs and demand and the extent of the understanding of their consumers (Fill,
2002).
Signal and Channel:
Encoded message has to be put in form of signal that is capable of being transmitted. Channel is the
means through which the message is to be transmitted to the receiver from the source. Channel can
be personal or non–personal. Non–personal channel is may be mass media advertising which can
reach a large number of audiences at a time where personal channels such as face–to–face contacts
and word of mouth communication can be much more effective and influential and that's probably
because these communications are more flexible and can change with the circumstances.
Decoding, Receiver and Realms of Understandings:
After receiving the message the receiver(s), the target audience interprets the message and converts
into thought. This process is called decoding. There are few factors that influence and impact this
process namely, experiences, perceptions, attitudes, behaviour and values of both source and
receiver. It is more likely to have a successful communication if the source and receiver understand
each other or have some common ground in the realms of understandings. Before any organisations
go for any advertising they research the realms of

Assignment Brief Unit 9 Creative Product Promotion 1
BRAESIDE HIGH SCHOOL
BUSINESS DEPARTMENT
BTEC NATIONAL DIPLOMA IN BUSINESS
UNIT 9: CREATIVE PRODUCT PROMOTION
Assignment Brief Title: Creative product promotion
Date set : 23TH April 2015
Handing Dates : 30 TH JUNE 2015
Learning Outcomes
On completion of this unit a learner should:
1. Know the constituents of the promotional mix
2. Understand the role of promotion within the marketing mix
3. Understand the role of advertising agencies and the media
4. Be able to create a simple promotional campaign.
Assignment 1 – The Role of Promotion
Assignment ONE is based on the General Motors field trip on the 30th day of April 2015. Ensure
you make specific reference to the information obtained during the field trip. ... Show more content
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Justify whether you think it has helped the organization to achieve its marketing objectives.
Evaluate the overall success of this marketing campaign and justify the use of the promotional
methods
Assignment 2 – Advertising Agencies
Business organizations often use professionals from specialist agencies to help them produce an
effective campaign that will achieve the promotional objectives. A good campaign must also use the
right media. You should analyze the contribution of professional advertising agencies and the use of
different media in the development of a successful promotional campaign.
Task 1 – Prepare a power point presentation in groups of three

[P3, M2] Due on the 9TH June, 2015
P3 explain the role of advertising agencies in the development of a successful promotional campaign
M2 explain the advantages and disadvantages of using professional agencies in ensuring
promotional success
Advertising agencies can be costly, but can also offer great benefits to the success of a marketing
campaign. Discuss their role and the services that they can provide in the development of a
promotional campaign
Discuss the advantages and disadvantages of using professional agencies to ensure success in a
campaign
Task 2 – [P4] Due on the 16th June, 2015
P4 explain the reasons behind the choice of media in a successful promotional campaign Prepare a
colorful leaflet, using

Swot Analysis Of Pepsico
PepsiCo is a prevalent company that is able to maintain consumer loyalty through its years of
business. It sets out to compete in the liquid refreshment beverage industry which includes soft
drinks as well as others like RTD (ready to drink tea) to try and increase consumer consumption.
PepsiCo's created Brisk as its RTD. The company's main customers for the Brisk (iced tea) bracket
is male millennials (born between 1980s
1990s) and Hispanics, who appreciate the taste and quality
of the product. Although the company has strengths regarding excellent brand awareness and
loyalty, PepsiCo struggles to follow up with promotion after the SuperBowl and find effective
techniques to reach their target audience and increase the consumer consumption in the RTD aspect.
Currently, the company struggles with brand image , brand awareness, and raising consumer
consumption for its product, Brisk. Although the company had success in the '90s, sales had been
dropping because part of their new target market (male millennials born between 1980s
1990s) were
too young to remember the ads. The goal is to reintroduce the product to the consumers by utilizing
the different mediums which are regularly used in today's society. Using these mediums and
marketing techniques will help promote a positive brand image. Over the years the company had
troubles using social media to promote their products, and spent much time on other alternatives to
aid in the advertisement process. In the past they

Btec Business Level 3 Unit 9 P4
P5–Design a promotional campaign for a given product/service to meet the needs of a given
campaign/creative brief. Within this assignment I intend to design a promotional campaign for a pair
of trainers which allow individuals to walk at a super speed of up to 30mph. The significant gap
within the market for trainers or any footwear of that matter that allows individuals to walk at
speeds of 20mph is not shocking, however, the development of said trainers could be filled
adequately whilst still offering the consumer the best deal on said trainers as is possible.
Promotional message to potential consumers "The highest measured speed ever obtained by any
individual since records began is 100m in 9.59 seconds–the current holder of 'worlds

Consumer Promotions Defined
Consumer Promotions Defined 1
Consumer Promotions Defined
Name
OMM 615
Date
Consumer Promotions Defined 2 In an effort to continue commerce, consumerism and capitalism
businesses must be strategic and creative in enticing consumers to purchase products and services.
Today consumer is bombarded with whimsical and seductive ploys to get their attention and buying
power. Through the use of various mediums seven consumer promotions can be employed to reach
consumers. Coupons, Sampling, Bonus packs, Price–offs, Refunds and rebates, contests and
sweepstakes and premiums have proven quite useful in soliciting business (Clow & Baack,
2012, p. 313). It is nearly impossible to not be ... Show more content on Helpwriting.net ...
Bonus packs are quite useful in that they engage the consumer for an extended and possibly more
frequent time period. The six objectives of bonus packs include (1) an increase in usage of the
product, (2) match or preempt competitive actions, (3) stockpile the product, (4) develop customer
loyalty, (5) attract new users and (6) encourage brand switching" (Clow & Baack, 2012, p.
321). Bonus packs can create a positive relationship along the product line where not only does the
consumer benefit but the manufacturer and retailer will see additional benefits in demand especially
if the product is beloved.
Price–offs entices consumers to purchase another brand or stockpile their favorite brands by either
in the store, point of sale promotions or on the package current price versus regular price
comparisons. Consumers absolutely love to save money and clearly printed along with immediate
savings can encourage consumerism. The downside to price–offs is that consumers become more
sensitive to the potential to purchase the product for a lower price and may look to other brands for
cost savings.
"Promotion is an intricate part of market mix. Marketing mix includes product, price,
place/distribution and promotion (4 Ps). Promotion is an attempt to influence. Promotional activities
are designed to inform, persuade, or remind the market of the firm and its products and ultimately to
influence consumers' feelings, beliefs, and behavior. A successful promotion program

Key Terms for Public Relations Essay
PROMOTION
Promotion is an aspect of the marketing mix that has great importance. In order for our product to be
successful, the promotion we use will be very vital. This is because of the fact that the method of
promotion we use for the product can help to differentiate our product from other products which
makes it unique and outstanding amongst other brands. Moreover, using the right promotion can be
used as a way to persuade consumers of our product that they made the right choice.
PROMOTION STRATEGY
The pull strategy will be used to promote this product. This means that a lot of emphasis will be
placed on consumer advertising and this will be done in order to attract final consumers to purchase
the product. This strategy will also ... Show more content on Helpwriting.net ...
To add to this, since our focus will be to promote our product, focus will be placed specifically on
marketing public relations. The public relations techniques we would employ would be corporate
social responsibility and the use of events.
Corporate social responsibility
We intend to provide government schools with water dispensers which will give students and staff
members a chance to drink clean mineral water.
Events
Engaging our consumers in product related events such as the launch of our mineral water and
community events will help create a relationship between us and our consumers which will in turn
foster consumer loyalty.
ELECTRONIC MEDIA
We intend to use radio networks to also promote the product. The reason for selecting radio
networks are because the people that fall within our target market listen to the radio often. This
insight is based on research that showed that most people within our target market listen to the radio
daily. The specific radio networks we intend to use are Joy FM and Peace FM. The reason for
selecting these networks is because most people that fall within the middle–class to upper–class
listen to radio networks such as Joy FM whereas those who

Intellectual Products And The Property Right Of An Author
Intellectual products are considered as 'non–excludable' and 'non–rival' goods. Since intellectual
products neither prevents a person to enjoy the benefits of a product over others nor does the use by
the first person diminish the value of the product. Therefore, if property right over creative works
are vested to the society then the price of a product will be zero, the prospect of any revenue will
diminish and the incentive to create will fade. As such, there was a strong reason to implement
efficient copyright term of protection. However, it is wrong to assume that copyright products are
public goods because copyright law can exclude others over a fee paying consumer.
The Australian copyright law accepts the 'justice theory' and protects the property right of an author.
As the average life expectancy of a person increased, the authors argued that copyright protection
should be increased to provide adequate benefits for their future generation. However, there is no
economic justification for this argument because the real beneficiaries of copyrighted works are the
intermediaries such as publishers and record companies. Intermediaries are benefiting from the
excessive copyright term of protection through a clever drafted contract. Despite the wider
marketing scope of the internet, many authors are forced to transfer their copyrighted works for a
few thousand of dollars to the intermediaries. Equally, it is difficult to reconcile that economic
incentives will

Business: Marketing and Promotional Campaign
BTEC Level 3 National in Business Unit 9: Creative Product Promotion Unit code: Y/502/5425
QCF Level 3: BTEC National Credit value: 10 Guided learning hours: 60 Start Date: 11th January
2012 Interim Date: 7th February 2012 Finish Date: 5th April 2012 Teacher: Mrs C Hamps Student
Name: Grading Criteria To achieve a pass grade the evidence must show that the learner is able to:
To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is
able to: To achieve a distinction grade the evidence must show that, in addition to the pass and merit
criteria, the learner is able to: P1 Describe ... Show more content on Helpwriting.net ...
Use the information from lessons as well as an independent research sensibly and do not commit
plagiarism! Write yourself an action plan for the tasks. Think about: What you will need for each
task When you plan to start & finish the task so you meet the deadline Any meanings of words you
are unsure of Leaving time to process and check work prior to handing it in. TASKS Tick when
completed 1. Task 1 P1 – Describe the promotional mix used by two selected organisations for a
selected product/service. a) Select one higher education institution with which you have had some
contact, and describe the promotional mix used in a campaign it has been running to attract students
onto its business degree programmes. In your description, consider the following constituents of the
promotional mix for this institution. What are their products? What is the product range? Who are
the target customers? How are prices defined? How are their products distributed? (This one might
be quite difficult but you could consider, for example, are all the programmes based on attendance
or are distance–learning programmes used?) What are the elements of the promotional mix and the
media used, including exhibitions, written materials, websites and electronic communications,
person–to–person contact etc. How have the elements in the promotional mix been designed to
appeal to the

The Marketing Campaign For Coca Cola
This report will analyze the digital marketing campaign for the product which is Coca–Cola. "Share
a Coke" is the name of the marketing campaign. In this report,it will analyze two categories of social
media which is social publishing media and social community media. The two criteria which is add
value and grow sales also marketing campaign is named "Share a Coke".
Coca–Cola is a globalization soft drink company. My chosen product is Coco cola. It is a carbonated
soft drink. This report will talk about the marketing campaign "Share a Coke". Coca–Cola had a
strong brand profile, bottling partnership and strong global footprint emphasizing but sometimes the
product quality have issues need to recall. The company had changed the consumers preference and
it creating the opportunities in the health area. For the threats, the Coca–Cola can not sell in
anywhere . The main competitors is Pepsi it also mainly to provide the carbonated soft drink. It is
the Coca–Cola main competitor.
Literature Review
In 2014 summer, Coca–Cola has a marketing campaign called "Share a Coke". This campaign the
company replaced the logo to some popular name or message. Advertising Bureau (IAB) revealing
that ad spend on social media channels had increased nearly three–fold over the past 3 years.
(Keynote, 2014). Coco–Cola was proof they are adept at social media such as their Facebook fans
page has over 24 million people to like. "You cannot pay your way to greatness for your

Analysis of Bank of America's TV Commercial 'Portraits'
Bank of America Commercial "Portrats"
Bank of America Ad of the Day (Thielman, 2013)
This advertisement shows a retro family as they progress through the years. It captures some of the
family's memories which include some of the things that the children were involved in. Bank of
America is leveraging its history as well as it services by showing the family as it progresses
through time. At the end of the commercial, Bank of America admits that it is not a service that
defines the family, rather one that allows the family to spend more time on the important aspects of
the family's life. o What product/brand does the marketing initiative support? How would you
classify the product convenience, shopping, or specialty product, or is the "product" a service? Why
do you say this? (15 points)
Bank of America is advertising its brand and its comprehensive financial service portfolio rather
than one individual product or service. There is no mention of any particular product or service
throughout the entire commercial. o Comment on who is the likely target audience for the
advertising or sales promotion program. What are the main objectives of the advertising campaign
or sales promotion program? (15 points)
The target market is likely individuals who are old enough to have a family. You can extrapolate this
from the commercial because such individuals would identify with the content in the commercial. o
What company is developing the advertising (or sales promotion)? How

Advertising and Promotion
Task 1a. Explain the structure, roll and relationship between parties in the communication industry.
Communication industry is a collection of firms that attempt to inform, persuade and remind
consumers about the products and services of various organisations. It is the voice of the company
brands to make relationships with customers by having a feedback from them.
In a communication process feedback is as much as important as the message.
In this process of communication there are different types of organisations and people that
accomplish various tasks to complete this cycle. We can simply them by drawing a structure as
follows.
The client is the organisation who needs to sell the products to target audience through an ... Show
Some of the advertisements are coming as pop ups when we are opening another web site or when
we are working in another web site.
Some clients are using public places to promote the products. Ordinary billboards are used in special
ways such as flashing screens and some parts are coming through the boards to front or side. And
also they are using public spaces to show their advertisements such as garbage cans, parking meters,
elevators, airline snack packages, toilets, bicycle racks etc. In the shopping centres some
promotional campaigns are taking place to persuade customers to their products. And also the name
boards of shops are using as an advertising tool. The clients are providing the boards free of charge
with their name on it and pay for the shop owner to promoting their products. The same thing is
doing by using public transport services and private coaches also.
Nowadays advertisements are very attractive and using less time. And also they are using musical
backgrounds to attract customer concern. And also clients are using music videos to promote their
products. In music videos we can see some products are showing by the actors and musicians for the
purpose of persuading the customers. And also they are sponsoring reality shows like X factor, got
talent etc.
Some elide class products are promoting in fashion shows, parties for high class people and some
first class shopping malls and hotels because their target market is different than the mass

Vitasoy – Sparkling Soy Milk
VITASOY – Sparkling soy milk
Executive summary Background of Studies Environmental scanning Advertising and Promotion
strategies/ tactics Conclusion Reference Appendices Executive summary
Background of Studies
In 1940, Vitasoy was established by Dr K.S. Lo in Hong Kong. Soya bean is the main source of
protein for Chinese people for 4,000 years. Mr. Lo brought this big idea to Hong Kong market, he
began to sell his Soya bean milk from delivery in fresh to customers' homes on bicycle, expanded
his business to retail outlets after the World War. Nowadays, VITASOY group's products sell in over
40 markets around the world and become the international organization which is standards in quality
and innovative ... Show more content on Helpwriting.net ...
Apart from Vitasoy's existing customer, we have to explore more potient customers to increase the
market share. Further to the information from the Census and Statistics Department in Hong Kong
2008, there are more females (52.7%) than males (47.3%). In the demographic characteristics, the
largest age group is 35–64 year old (64.6%) The second large age group is 0–14 year old (12.2%).
We will base on these statistics for product development.
3.) Conduct a product analysis
Vitasoy is a kind of well–known soymilk in Hong Kong. Despite it is a traditional product among
people, new product is required to release in order to sustain the market share.
The new product is called "Sparkling soy milk" which will be one of the beverages in line with
Vitasoy series that will be released in mid–November 2009. This exclusive product is limited to be
sold during this Christmas season.
Overview the product: ➢ Using soymilk as basis ➢ Nutrient healthy product that is featured with
the most low saturated fat and abundant protein ➢ Using a plastic bottle as a container ➢ Selling it
for both cool and hot option ➢ Adding "Konjac" inside the soymilk ➢ Shake it at least 10 times
before drinking ➢ Not only can drink it, even can chew it ➢ Printed with dark in glow snow pattern
that will glow white at night ➢ A heat sensitive feature. After holding it for a while, it will then
change into other color. It is created by using thermal color ink

Theoretical Understanding Business
Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business
Theoretical Understanding and Practical Application Of
Advertising and Promotion in Business
Submitted by: ( Name) ID No. ........ ............................
Programme Title: Edexcel BTEC HND Certificate in Business (QCF)
Year: 2013/2014
Unit Title: Advertising and Promotion in Business
Unit No & Unit Code: Unit 5, Y/601/1000
Assignment No: 01
Level: Level 4 – HNC
Deliverer: Mr Richard
Assessors: Dr. Brian – ... Show more content on Helpwriting.net ...
Creative agencies
Creative agencies specialize in "creative" or design–based business models and are also known as a
"creative boutique". Their basic interest is in the creation of the advertisement or branding. Other
("full–service") agencies offer design in conjunction with media buying. Media agencies concentrate
on media buying. (In the 1990s, media and creative were often unbundled in the interests of
economies of scale in buying media.
The client who chooses to use a design only based advertising agency must assume some of the
advertising purchasing. These are activities that are routinely handled by an agency with a media
buying option.
Specialized agencies
These agencies specialized in a particular activity of the whole communication process. They may
specialize in certain functions (copy, art, media), audiences (minority youth) or industries (health,
computers) or in a marketing communication area (direct marketing, sales promotion, public
relation). These type of agencies may serve one client only.
In–house advertising agencies
An In–House agency is a team within a company that focuses on selling the company 's product;
they will handle all aspects of the brand.

Search engine agencies
Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by
some as "agencies" because they create media and implement media purchases of text–based (or
image–based, in some instances of search marketing) ads. This

Advertising Marketing Process
Advertising and the Marketing Process
Chapter Objectives
When you have completed this chapter, you should be able to 1. Discuss and define marketing and
how advertising relates to marketing strategy 2. Explain the marketing concept 3. Outline the four
tools of marketing and explain advertising's relationship to them 4. Describe the role of the
advertising agency. Its organization and compensation methods.
What is Marketing? * The American Marketing Association defines marketing as the process of
planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchange that satisfy the perceived needs, wants, and objectives of the customer
and the organization. Effective ... Show more content on Helpwriting.net ...
Business–to–Business (Industrial) Markets * Business–to–business markets consist of companies
that buy products or services to use in their own businesses or in making other products.
Institutional Markets * Institutional markets include a wide variety of profit and nonprofit
organizations–such as hospitals, government agencies, and schools–that provide goods and services
for the benefit of the society. Reseller Market * The reseller market includes what we often call
middlemen. Resellers include wholesalers, retailers, and distributors who buy finished or semi
finished products and resell them for a profit. Approaching the Market * Planners need to develop a
strategy for approaching the market. Because consumers in a market are seldom uniform, markets
must decide whether to treat the market as homogeneous (that is, as a single, large unit) or as
heterogeneous (a market composed of separate, smaller groups known as segment).
Undifferentiation versus Segmentation Approaches * When planners treat the market as
homogeneous, they ignore differences in the market and rely on one marketing strategy that will
appeal to as many people as possible. This market approach is known as an undifferentiated or
market aggregation strategy. * Few

chapter 1marketing communications
Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack)
Chapter 1 Integrated Marketing Communications
1) Communication is defined as transmitting, receiving, and processing information.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
AACSB Categories: AACSB: Communication abilities
Objective: 1–1
2) When an advertising creative takes an idea and transforms it into an ad, the process is known as
decoding in a communications model.
Answer: FALSE
Diff: 2
Objective: 1–1
3) The process of creating television commercials, print ads, and retail coupons are examples of
encoding.
Answer: TRUE
Diff: 2
Objective: 1–1
4) ... Show more content on Helpwriting.net ...
Answer: TRUE
Diff: 2
AACSB Categories: AACSB: Use of information technology
Objective: 1–4
21) Susan researched the Internet for information about the best brands of stereos. She has also
visited Best Buy. This is an example of a shift in power to the retailer.
Answer: FALSE
Diff: 2

Question Tag: Application
AACSB Categories: AACSB: Use of information technology
Objective: 1–4
22) One new marketing challenge is that consumers can now purchase goods and services from
anywhere in the world, which increases competitive forces.
Answer: TRUE
Diff: 2
Objective: 1–4
23) Brand parity is the belief that multiple brands consist of or offer the same set of attributes and
benefits and are of equal quality.
Answer: TRUE
Diff: 2
Objective: 1–4
24) In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands
are pretty much the same. This is an example of brand parity.
Answer: TRUE
Diff: 3
Question Tag: Application
AACSB Categories: AACSB: Reflective thinking skills
Objective: 1–4
25) A contact point is any point where consumers interact with a company or acquire information
about a company.
Answer: TRUE
Diff: 1
Question Tag: Definition

A Career in Marketing
Introduction Choosing a career in marketing can lead a person in many different directions within
the defined roles of marketing. Composed of many facets and activities marketing careers offer a
variety of avenues for the career minded to explore while offering growth and opportunities for
advancement. A common denominator for many who choose a career in this field is the sense of
ownership, or entrepreneurial spirit with regards to the products or services that they are working to
market. Marketing requires that an understanding of customers' needs and desires be acquired and
then translated into both product development as well as communications as part of the marketing
strategy. This paper will explore what is entailed in a career ... Show more content on
Helpwriting.net ...
(Reddy) This team works on creating programs that unite advertising to purchase incentives such as
special discounts, coupons, samples, and gifts with purchase, rebates, and sweepstakes. In order to
promote these programs the promotion team will often use direct mail, telemarketing, in–store
displays, advertisements, product endorsements, or special kick–off events. The nature of
promotions means that traits like creativity and judgment are highly valued.
Advertising
In advertising, you will work with all aspects of marketing from strategy to concept to the execution
of the strategy. Although many think of advertising as a creative person putting together a story
board or campaign to get the message to the public, most jobs on the business side of advertising
include Account Management, Account Planners, and Media Buyers. (Petty)
Account managers act as the liaison between the agency's various departments and the client. Their
job is to manage the execution of ads by making sure that they are created within the allocated
schedule and budget. Account Planners focus more on the consumer. Their job is to conduct research
on demographics of the targeted consumers. They use that research to get to know what motivates
their behavior in the marketplace. The job of the Media Buyer is to find media to place ads in. They
use the demographic study that is done by the Account Planner to

Introduction to Marketing and Creative Product Promotion
Introduction to Marketing and Creative Product Promotion
NME
The New Musical Express also known as the NME is a popular music publication in the United
Kingdom. NME has published weekly since March 1952. It started as a music newspaper, and
gradually moved toward a magazine during the 1980s. Market PenetrationMarket Penetration that
NME has done is created a magazine yearly subscription this is market penetration because the
product is not being changed its just offering a new way of being able to purchase the product. It
still appeals to the same market and people who read and by the magazine. | Product
DevelopmentOne way that NME has developed its products are to host stages at festivals, with
bands that they support. They ... Show more content on Helpwriting.net ...
| Market DevelopmentA way that Wilkinson have developed there market is in 1995 it opened a
central distribution centre in Worksop, serving stores in the north of England and in 2004, a new
distribution centre opened in Wales. This is because they are creating new markets by opening more
stores across the UK. | Diversification In 2005 Wilkinson launched its Internet shopping service,
offering over 800,000 product lines for sale online. It created new products to sell online which will
appeal to a different market. |
Existing Products
New Products
Relationship Marketing
Wilkinson wanted to satisfy customers with their needs met by the Wilkinson range of products. A
marketing campaign was launched which focused on a range of promotional tactics, designed to
appeal to university students. Wilkinson attended fresher's fairs and gave out free goody bags with
sample products directly to students. Direct mail flyers were sent to homes and student halls prior to
students arriving. Advertisements with a fun theme for example, an advert showing frying pans as
tennis racquets, offering discounts of 15% with first purchase using the online store. They were
given gift vouchers and free wall planners. The challenge was to get students into Wilkinson stores.
The opportunity was to capture a new customer group at an early stage and provide essential items
all

Essay On Iv
With our constant exposure to advertising ever increasing, its marketers have become innovative
and competitive in how they entice potential consumers to purchase their products or services.
Outside magazine and CBC Kids television are two very diverse media channels targeting dissimilar
audiences, yet both feature watch advertisements. While Outside features the Casio Pathfinder
Watch, an advanced watch for the adventurous and outdoors client, CBC Kids promotes the VTech
Kidizoom Smartwatch DX to children "on the go." Although both products appeal to their specific
audiences, how advertisers appeal to them is very crafty. Although different in their clientele,
capabilities and contexts, Casio and VTech's promotions have similarly ... Show more content on
Helpwriting.net ...
While Outside features the Casio Pathfinder watch, an advanced watch for the adventurous and
outdoors customer, CBC Kids promotes the VTech Kidizoom Smartwatch DX, to children who
enjoy technology and desire fun and creativity in their play. The Casio Pathfinder is targeted towards
a male audience which enjoys an active and adventurous lifestyle. Featured in Outdoors, a
publication which covers travel, sports, health, and fitness, the Casio Pathfinder is suitably marketed
towards a male audience who thrives in the great outdoors and is happy to "face every challenge"
with the reputable Pathfinder. Retailing at a starting price of $300.00, the watch's clientele has either
a disposable income or appreciates spending money for an essential timepiece. Unlike Outdoors's
Casio Pathfinder, CBC Kids audience is children and tweens who appreciate "smartwatch"
technology. Vtech promises parents a "durable watch, perfect for kids on the go" along with
educational promises of "learning to tell the time." Retailing at $80.00, the watch is affordable for
parents with discretionary incomes. Vtech's children are tech savvy but do not require expensive
echnology because what its watch is offereing is a scaled down version of more advanced adult
watches. Where, Casio's Pathfinder is endorsed by renown mountain climber Farrizio Zangrilli , the
Smartwatch DX is endorsed by the children within its promotion. Contrastingly the, Casio
Pathfinder is for the man who enjoys

The Marketing Campaign For Coca Cola
Introduction
This report will analyze the digital marketing campaign for the product which is Coca–Cola. "Share
a Coke" is the name of the marketing campaign. In this report,it will analyze two categories of social
media which is social publishing media and social community media. The two criteria which is add
value and grow sales also marketing campaign is named "Share a Coke".
Company and product background
Coca–Cola is a globalization carbonated soft drink company.My chosen product is Coco cola.It is a
carbonated soft drink with a dark color. This report, it will talk about the marketing campaign which
is called "Share a Coke". Coca–cola had a strong brand profile, bottling partnership and strong
global footprint emphasizing but sometimes the product quality have issues and need to recall.The
company had changed the consumers preference and also it creating the opportunities in the health
area. For the threats, the Coca–cola can not sell in anywhere . The main competitors is Pepsi it also
mainly to provide the carbonated soft drink. It is the Coca–cola main competitor.
Literature Review
Coca–Cola is a globalization soft drink company. In 2014 summer, Coca–Cola has a new promotion
of marketing campaign which is call "Share a Coke". In the original, Coca–cola bottle will have a
company logo in the bottle label ,this campaign the company replaced the logo to the 250 most
popular name or message. Advertising Bureau (IAB) revealing that adspend on social

Research Paper On Jamba Juice
The Jamba Juice Company A lot of publicizing of Jamba Juice Company focused on the web–based
networking media. It is dedicated to give nutrition and drink alternatives to customers. As buyers
progressively prefer healthy beverages to get their daily necessity of fruits and vegetables, Jamba
Juice is trying to develop its items rapidly from time to time. With a strong concentrate on juices and
other introduced products, this company has embarked on its mission to offer a variety of creative
products and projects intended to move to support better healthy life patterns. Their primary
objective is to be the most active in the market by differentiating themselves with healthy products.
According to customer correspondence platform, customers' ... Show more content on
Helpwriting.net ...
They have a quality product that is one of the competitive strengths so allowing customers to try by
"Buy One, Get One" campaign, has an extremely effect on purchasing power. Promotional efforts
should be purposed to drive attention and trial by "The Million Free Juice or Smoothie" program
using online coupons, and Juice testing programs. They also make other promotions like "Blend in
the benefits". Jamba Juice extended by launching and distributing the Cold Pressed Juice in few key
markets, with arrangements to expand broadly. It has more than 850 stores, usually located in
shopping centers. They attract customers by using some tactics, such as the large colorful posters of
fruits and vegetables to show freshness of their products, fresh fruits surround the store, and
promoting healthy lifestyle. Jamba juice are expanding into school environment to raise
environmental awareness, so eventually, they are planning to expand their target market to include
kids and adolescents. Increasing brand awareness by expanding broadly, will result to achieve their
specific objective of gaining 30% of market share of the beverage market within 4 years. Jamba
Juice use many channels to reach customers; starting from the introducer, and then to the agent,
wholesaler, retailer and finally to the consumer. However, using the appropriate approach of
distributing will differ depends on external factors; customer characteristics, culture, competition
and in internal factors; company objectives, capital, cost, coverage, control, continuity and

The Communication Process Of A Product Business Essay
INTRODUCTION
Every organization has to sell its products. In order to selling a product business needs to inform
about the features and specifications of that product. With the help of promotion and advertising
organization let the people about the features and arrival of the product. If the advertising or
promotion process becomes successful to satisfy the people about the products features then they
tend to buy that product.
BMW is a famous car manufacturing company of Germany. This company produces many branded
car like BMW, Mini and Rolls Royce brands. The identity and strong marketing campaign of the
company makes the company successful and now it is one of the leading premium car companies of
the world.
REQUIREMENT–1
Communication process applies to advertising & promotion
Communicating process is process by which the sender releases any message for the receiver by an
effective medium. In the process of communication the sender exists in first place and the receiver
exists in the last place. The communication process is described below:
.
Source: In the process of communication at first the sender of the information encodes some
information for sending to the receiver. Sender who is existing in the source can be both an
individual and an organization.
Medium: The sender of the message uses an effective way so that the message can find its target.
The way by which sender sends any message after encoding is called medium. Without any medium
communication cannot

Integrated Marketing Communication (Imc)
Assignment on
Integrated Marketing Communication (IMC)
Course Tittle: Marketing Management
Course Code: MBA–024
Submitted to,
Monto Chandra Gope
Lecturer
Department of Business Administration
Metropolitan University, Sylhet
Submitted by
JUWEL NONDEE
ID No: 093–126–020
Batch: MBA 18th Batch.
Metropolitan University, Sylhet
Metropolitan University, Sylhet–3100
Introduction:
Communication is always one of the most important and vital strategic areas of an organization's
success. You can have the best or most innovative products or services, but if your internal and
external communications are weak, then the demand for your products or services raises a personal
flag of concern. When communicating the value of your products or ... Show more content on
Helpwriting.net ...
For this reason, they have started advertising to allure the potential customer about this product
before launching through electronic media, poster, billboard and so on. One of advantage of this
kind of advertising is that this will motivate the customers to purchase this product. Another benefit
is that the customer who is in the purchase decision they will stop purchasing until the new product
is being launch. This is the introduction stage of this product and advertising works as an important
tool for communicating and informing about the product to the customer. This is also the customer's
pre–purchase stage from the point of customers buyer decision process where they after identifying
the need search information and make decision which brand will they purchase. After
commercialized launching, organization uses all the marketing tools to maximize its profit. As we
have seen in the previous stage, advertising is more prevalent than other tools of IMC, but in this
stage all the tools of IMC including advertising, personal selling, sales promotion, direct marketing

and public relation work as a whole and interrelated way to take the product to reach in the maturity
stage or to maximize the profit. In this stage, organization uses psychological advertising to attract
most of the customer where at the previous stage they use introducing advertisement to know the
customer about the

Creative Message Strategy, Media Plan & Integrated Brand...
Creative Message Strategy, Media Plan & Integrated Brand Promotion Tools for an Unbranded
Product Product Name: Packed Kamath's Sugarcane Juice Introduction about Firm and Product
Kamath's Sugarcane Juice Center has been started by Mohandas Kamath in the year 2001, in
Manipal. Initially, he had been using had made rolling machine for extracting the juices from the
raw sugarcane. Later, as the technology improved, he started using fully automatic machines for
extracting the juices. At present, the sugarcane juice is available on flavors like salt & pepper, Chaat
masala, plain juice, mint, lemon and ginger. Even, Kamath has started various outlets in and around
Manipal, i.e. near bus stands, college canteen etc. Real fruit juice is always 100% pure. Due to
known benefits of the sugarcane juice, it is consumed all over the India. It is treated as a traditional
drink along with the tender coconut drink. The local people used to a pinch of salt & pepper to the
sugarcane juice in the olden days to get the energy that boosts the nerve system of the body and to
get the sweet taste in it. The main benefits of drinking the sugarcane juice is to fight against the viral
and bacterial infections, to boost the immune system of the body and to protect the liver from
various diseases. Even the doctors prefer everyone to drink a glass of sugarcane juice daily, to keep
their health good and it could also improve the urinary flow. Nowadays, this juice acts as a
protective effect against the

Why China Is A Famous Nation With Creative Power At The...
Essay 2 – Problem and Solution Essay B
How to Make Large Chinese Companies More Creative
Gunpowder, compass, waterwheel, paper money, long–distance banking, the civil service and merit
promotion were invented by Chinese (Abrami, Kirby and McFarlan, 2014). Therefore, it could be
argued that China was a famous nation with creative power at the ancient and modern times.
Nowadays, however, many opinions supposed that most of the creative business scholars and
innovators were in west countries (Abrami, Kirby and McFarlan, 2014), while breakthrough
innovations were rarely seen in China. There are some different viewpoints about the reasons why
China cannot innovate. Lim (cited in Abrami, Kirby and McFarlan, 2014) argued that Chinese
companies' managers do not have creativity to the consideration of new ideas. The Chinese
government fails to take good protection of intellectual property rights leads to this situation
similarly. Furthermore, according to Miyazaki (cited in Abrami, Kirby and McFarlan, 2014),
Chinese education system which makes students absolutely concentrate on the test scores cannot
make Chinese teenagers become innovators. Based on these opinions, this essay focuses on the
creativity in large Chinese companies.
Under the circumstance about the backwardness of Chinese innovation development, the creativity
in large Chinese companies is exceedingly difficult. There are some reasons for this situation. Large
Chinese companies have strict structures and complex

Personal Selling and Sales Promotion
17
CHAPTER 17 Personal Selling and Sales Promotion
CHAPTER
Personal Selling and Sales Promotion Chapter Objectives
1 Describe the role of today's 4 Identify and briefly 7 Identify the role of ethical salesperson.
behavior in personal describe the three basic selling. sales tasks. 2 Describe the four sales 5 Outline
the seven steps in 8 Describe the role of sales channels. promotion in the the sales process. 3
Describe the major trends promotional mix, and in personal selling. 6 Identify the seven basic
identify the different functions of a sales types of sales promotions. manager.
Personal selling Interpersonal influence process involving a seller's promotional presentation
conducted on a person–to–person basis with the ... Show more content on Helpwriting.net ...
MISSIONARY SELLING
Missionary selling Indirect type of selling in which specialized salespeople promote the firm's
goodwill among indirect customers, often by helping customers use products. Example:
Pharmaceutical companies that use free samples, educational seminars to court doctors. May involve
both field selling and telemarketing.
THE SALES PROCESS
Steps follow the AIDA concept.
PROSPECTING AND QUALIFYING
Prospecting–identifying potential customers. Qualifying–determining that the prospect really is a
potential customer.
APPROACH
Initial contact with prospective customer. Use precall planning research to identify how your
products might best meet customer's needs.

PRESENTATION
Conveying marketing message to the customer. Features–benefits framework focuses on the good or
service in terms that are meaningful to the buyer.
DEMONSTRATION
Buyer has a chance to try a product or see how it works.
MANAGING THE SALES EFFORT
Sales managers mix sales and management skills to manage the overall direction and control of the
personal selling effort.
HANDLING OBJECTIONS
Expressions of resistance, such as stalling or indecision, by the prospect are an

Case Study: Infiniti
Q1: There are numbers of aims of the promotional activities can be summarized in: introduce new
products or services to the market which helps the consumers to define their need in order to fill it
by purchase. In addition, by the promotional activities, the organization will increase the brand
awareness in consumers mind, and make them more conscious about the brand and its products and
services. Moreover, the organization wants the customer to have a good image of its brand, which
leads to change the consumers attitude by let them choose their brand instead of others. When the
category need and brand awareness is certain, and the brand attitude is appropriate, then they will
decide to buy the product. So the organization must be ready. The ... Show more content on
Helpwriting.net ...
It established in the U.S in 1989. Infiniti produces many kinds of luxury performance car, crossover,
coupe and sport utility vehicles. Today, there is a strong competition in luxury cars market, so
Infiniti ought to make innovative and creative strategies to survive in the market and it found that
Formula One is such a strategy to create a global awareness of its brand. Furthermore, Infiniti needs
a high visibility platform to display the brand by applying marketing platform, which in turn
increases the awareness of brand and leads to purchase. Infiniti's partnering with Sebastian Vettel
and Red Bull Racing enable it to reach global scale. Moreover, F1 racing has a huge audience all
over the world, so this would be a great chance for Infiniti to show its high performance cars and
technology. Sebastian vettel in the youngest F1 car driver in the world, helped infiniti to design a
new model of cars to show the strength of the brand and its capability. There are a set of marketing
strategies can help to achieve targets and goals. Infinities objectives include increase its global brand
awareness, enter new markets and increase its market shares in new and existing market. Then when
market expended, Infiniti's growth strategy will focus more on countries which have high–demand
on the luxury cars, such as China. Today, Infiniti have 450 centers in 47 countries and its growth
strategy will increase the range of product from 7 to at least 10 products in more than 70 markets.
Infiniti aims to have more than 800 Centers by 2016, which will resolute in achieving 10% share of
the luxury cars market. In order to achieve the pervious objectives, Infiniti needs to engage with
many target groups as media, potential dealers and customers. The main element of Infiniti's
marketing strategy is about F1, as it was the main partner to Red Bull Racing, and announced that it
will be a main

La Gear Light Up Tennis Shoes Research Paper
LA Gear light up tennis shoes distinctively stole the hearts of many children in 90s. I owned a pink
and white pair, which was the envy of all, until hide–and–seek was in play and I was easily sought
out for obvious reasons. Although the infamous light up shoes were popular amongst playgrounds in
the 90s, the company's success came to an unprofitable halt. According to LA Times staff writer
Stuart Silverstein, LA Gear was the no.3 tennis shoe company in the business following competitors
Nike and Reebok (1991, p.1). Silverstein also reported that during 1991 the company suffered due to
the recession, a $6 million profit deficit, and lawsuits from Nike (1991, p.1).
According to The Business Wire, LA Gear re–launched its original line Spring

Business-to-Business Marketing Report
Table of contents TOC o "1–3" h z u HYPERLINK l "_Toc322766293" Table of contents PAGEREF
_Toc322766293 h 2 HYPERLINK l "_Toc322766294" 1.0 Introduction PAGEREF _Toc322766294
h 3 HYPERLINK l "_Toc322766295" 2.0 Marketing Mix PAGEREF _Toc322766295 h 3
HYPERLINK l "_Toc322766296" 2.1 Product PAGEREF _Toc322766296 h 3 HYPERLINK l
"_Toc322766297" 2.2 Price PAGEREF _Toc322766297 h 5 HYPERLINK l "_Toc322766298" 2.3
Place PAGEREF _Toc322766298 h 6 HYPERLINK l "_Toc322766299" 2.4 Promotion PAGEREF
_Toc322766299 h 7 HYPERLINK l "_Toc322766300" 3.0 Relationship variables and business
networks PAGEREF _Toc322766300 h 8 HYPERLINK l "_Toc322766301" 3.1 Key relationship
variables PAGEREF _Toc322766301 h 8 HYPERLINK l "_Toc322766302" 3.1.1 Value. PAGEREF
_Toc322766302 h 8 HYPERLINK l "_Toc322766303" 3.1.2 Trust. PAGEREF _Toc322766303 h 8
HYPERLINK l "_Toc322766304" 3.1.3 Satisfaction. PAGEREF _Toc322766304 h 9 HYPERLINK
l "_Toc322766305" 3.2 Business networks PAGEREF _Toc322766305 h 11 HYPERLINK l
"_Toc322766306" 4.0 Structuring the sales force PAGEREF _Toc322766306 h 12 HYPERLINK l
"_Toc322766307" 5.0 Conclusion PAGEREF _Toc322766307 h 13
To: David Thorpe and Angela Brown, Triangle Creative Ltd
From: John Smith, XYZ Consulting Ltd
Re: Business–to–Business Marketing Report
1.0 Introduction
As requested, please find herewith our Business–to–Business Marketing report that addresses your
marketing concerns. The priority of this marketing strategy is to

Sports Marketing Synthesis
The ultimate goal of marketing is to become a household name, meaning that a product should be
well known to everyone. Sports marketing has the same goal, except the product is associated with
sports such as sports clothing, teams, or sports drinks. In an article titled "Career and Professional
Development: Sports Marketing," contributors describe the general classification of a sports
marketer. The article explains that a sports marketer generally stays at the same level throughout
his/her career due to its high satisfaction. Alexandru Mihai writes in his article "The Strategic Sport
Marketing Planning Process" that there are certain steps a sports marketer needs to take in order to
have success. A few of these steps include ... Show more content on Helpwriting.net ...
This article continues to explain that once a sports marketer creates a product and advertises it on a
small scale, "Sports marketers get ahead by gradually representing bigger, more important and more
prestigious sports teams, companies, associations, and athletes." In other words, sports marketers
need to have a plan of action to promote their product on a larger scale over time. Also, sports
marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category
of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and
public relations. If a sports marketer follows these planning steps, his/her work will lead to a
successful product with a large margin of profit.
New employees in the career of sports marketing lead by example from some of the most successful
products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be
successful is to promote products with several sponsors. For example, everyone knows what Red
Bull is, a sports drink known for its burst of energy right when we need it. The company has had
great success taking a new approach on sponsorship. Conway argues in his article "A Sports
Marketing Success Story" that "Red Bull wants to own teams and events. The company has a huge
focus on brand management and ownership allows it to completely control how its brand

Creative Product Promotion
I have selected to analyse a company called Mark and Spenser which is a global market leader with
regard to fashion and foods world and the various marketing strategies they apply to the products
they manufacture.
Marks and Spencer plc (also known as M&S) is a British retailer headquartered in the City of
Westminster, London, with over 700 stores in the United Kingdom and over 300 stores spread
across more than 40 countries. It specialises in the selling of clothing and luxury food products.
M&S was founded in 1884 by Michael Marks and Thomas Spencer in Leeds.
The Promotional Mix
Promotional Mix is the term used to describe a set of tools that an organisation uses to communicate
effectively the benefits of its products to its ... Show more content on Helpwriting.net ...
Exhibitions are a more straight forward approach compared with the outdoors and magazine.
However they are more costly and can only attract audience in a particular region. Sponsorship:
Sponsorship is an important marketing tool for many organisations and is an important element of
the promotional mix. Sponsorship involves the support of an event, activity, person, organisation or
product by an unrelated organisation that may exchange money, services or goods in return for the
association that the sponsorship provides. Sponsors choose events that attract their target market to
enhance their brand reputation and awareness. A method of shaping brand identity, sponsorship can
improve company image, raise company profile and generate awareness of company values. An
integral part of marketing strategy, sponsorship is useable either as a single marketing activity or
alongside other marketing tools such as advertising, public relations and promotion in order to
leverage the sponsorship and increase the impact.
Where Marks and Spencer is now compared to other fashion retailers
Marks and Spencer 's problem stemmed from the failure of the company to understand that the
market has changed and that its customers are constantly looking for fashionable clothes. Quality
and value attributes, which Marks and Spencer built its corporation on are no longer the sole
motivators for taking the buying decision. GAP, H&M, Top Shop and

Digital Creations: a Chance or a Trap for the Furture...
DIGITAL CREATIONS: A CHANCE OR A TRAP FOR THE FURTURE INVESTMENT
A case study of CREATIVITY DESIGN: EXPERIMENTING AND INNOVATION AT TEAMLAB
JAPAN
by
CHEN Fei wen
Executive summery
The purpose of this report was to analyze the situations of TeamLab and digital creations, discuss
some implementation plans and explore the related market.
1. major issues
After reading the materials, there are about three major issues on TeamLab. Details as blew.
First of all, at the current market situation, commercial application of digital creations still remains
immature. Though the market is still a Blue Ocean, it is hard for TeamLab to make a reasonable
profit. There is not enough demand from the market, so TeamLab is still a long way to off. ... Show
Sixty percent of TeamLab's employees were engineers, and another twenty percent were creative
designers. Only seventeen percent employees were charge of the projects and the remaining
employees were back–office operating clerks. The flat organizational structure made TeamLab be
the source of creativity and highly collaborative. TeamLab was easy to make all projects available to
every employee, and encourage constant communication between members. Through its
organizational structure and highly collaborative working process, TeamLab provide a large number
of high–quality and creative products and services. Moreover, its products and service serve a wide
range operation around the world. In addition to digital artwork displayed in exhibitions and
museums, TeamLab also developed new technologic innovations by producing products, phone
applications and digital programs for commercial use.
Brand promotion
In 2011, as Kudo joined TeamLab, the company started to create the company's brand in earnest. It
is pretty interesting that the company do not believe the power of setting a marketing team. Because
it is now the age of internet, TeamLab attempts to take advantage of network communication.
Through the social media sharing, the company received considerable media attention in the past

five years or so.
Further development
Lack of other established players, TeamLab struggled

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