MARKETING COMMUNICATION Key Concepts
... Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques that generate immediate response ...
... Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques that generate immediate response ...
To begin, not all was gloom and doom during the Great Depression
... companies that offered value and invested in marketing communications often gained market share and increased consumer loyalty to their brands. Generally, the companies that thrived during the Great Depression were those who invested while others cut back. They did so in full knowledge of the genera ...
... companies that offered value and invested in marketing communications often gained market share and increased consumer loyalty to their brands. Generally, the companies that thrived during the Great Depression were those who invested while others cut back. They did so in full knowledge of the genera ...
Developed marketing database for 600+ bed healthcare system to
... Developed advertising plans and placed advertising to increase brand awareness, event attendance and promote service line campaigns in print and online media while maximizing budget ...
... Developed advertising plans and placed advertising to increase brand awareness, event attendance and promote service line campaigns in print and online media while maximizing budget ...
IMC for Brand Equity
... Mail - catalogues Telephone - 800 number ordering TV Infomercials - dramatic Web pages - informational Interactive ads - skyscrapers ...
... Mail - catalogues Telephone - 800 number ordering TV Infomercials - dramatic Web pages - informational Interactive ads - skyscrapers ...
Designing and Managing Integrated Marketing
... Given the fragmenting of mass markets, the proliferation of new media, and the growing sophistication of customers, companies need to use a wider range of tools and messages through integrated marketing communications. Integrated marketing communications (IMC) is a concept of marketing communication ...
... Given the fragmenting of mass markets, the proliferation of new media, and the growing sophistication of customers, companies need to use a wider range of tools and messages through integrated marketing communications. Integrated marketing communications (IMC) is a concept of marketing communication ...
Chapter One
... Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing ...
... Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing ...
Advertising and Promotion
... TV ads can be classified into national, local, and cable advertisements. The type of network chosen will depend on which audience the marketer is trying to reach. If the advertisement is for a local restaurant, the company may choose to advertise only on local stations or in local ad space on cable ...
... TV ads can be classified into national, local, and cable advertisements. The type of network chosen will depend on which audience the marketer is trying to reach. If the advertisement is for a local restaurant, the company may choose to advertise only on local stations or in local ad space on cable ...
Role of Advertising: Persuasion or Agenda
... What's the first thing you think of when someone asks: "Where do you want to go today"? What's do you think of when I say “I can’t get by without my mum”? Words or expressions such as these are cues that naturally occur in the environment. By tying our brand to them through repetition, they help inc ...
... What's the first thing you think of when someone asks: "Where do you want to go today"? What's do you think of when I say “I can’t get by without my mum”? Words or expressions such as these are cues that naturally occur in the environment. By tying our brand to them through repetition, they help inc ...
Manipulation
... The aim of all marketing strategies or techniques is the sale. Producing and pricing goods is an important element of this, but advertising and product placement are the means by which the sale is promoted. We often assume that these aspects of marketing are a relatively benign aspect of contemp ...
... The aim of all marketing strategies or techniques is the sale. Producing and pricing goods is an important element of this, but advertising and product placement are the means by which the sale is promoted. We often assume that these aspects of marketing are a relatively benign aspect of contemp ...
Ch-12
... connections. And the Web reaches millions at the office. The Big Three portals-Yahoo, AOL, and MSN-reach a combined 50 million a day-twice the TV audience of a World Series game. ...
... connections. And the Web reaches millions at the office. The Big Three portals-Yahoo, AOL, and MSN-reach a combined 50 million a day-twice the TV audience of a World Series game. ...
4As.ANA-Piracy-Statement
... companies that invest vast resources to establish brand integrity,” said 4A’s PresidentCEO Nancy Hill. “Combatting online piracy and counterfeiting is a key priority for the entire business community.” The 4A’s moved forward with the statement of best practices to raise awareness that its member com ...
... companies that invest vast resources to establish brand integrity,” said 4A’s PresidentCEO Nancy Hill. “Combatting online piracy and counterfeiting is a key priority for the entire business community.” The 4A’s moved forward with the statement of best practices to raise awareness that its member com ...
tell your advertisers: magazines` influence strong
... same conclusions — and then some. It offers a dozen “top reasons to advertise in magazines,” supported by nearly 100 pages of advertiser-funded research, facts, figures and statistics. If you haven’t already armed your sales reps with this compelling data, today’s the day. Magazines and magazine ads ...
... same conclusions — and then some. It offers a dozen “top reasons to advertise in magazines,” supported by nearly 100 pages of advertiser-funded research, facts, figures and statistics. If you haven’t already armed your sales reps with this compelling data, today’s the day. Magazines and magazine ads ...
Mini Case Studies
... In advertising terms, ‘Just-in-time’ can mean two things. The original idea was for agencies to quickly deliver ads to clients so they could tactically respond to events and competitor activity. But it can also mean delivering ads to consumers just as they are about to make a purchasing decision. ‘C ...
... In advertising terms, ‘Just-in-time’ can mean two things. The original idea was for agencies to quickly deliver ads to clients so they could tactically respond to events and competitor activity. But it can also mean delivering ads to consumers just as they are about to make a purchasing decision. ‘C ...
Unit Notes
... headline and should be written as though you were making friendly, personal conversation Signature: Is often a company logo or logotype and should not overpower other important aspects of the advertisement ...
... headline and should be written as though you were making friendly, personal conversation Signature: Is often a company logo or logotype and should not overpower other important aspects of the advertisement ...
Document
... each other in a short time. The emotional and financial investment BA has made in its communications over time is the main key for its success. In 1982 (when Saatchi and Saatchi and Lord King were appointed) the turn around began BA was seen as an unattractive investment prospect by the city, staff ...
... each other in a short time. The emotional and financial investment BA has made in its communications over time is the main key for its success. In 1982 (when Saatchi and Saatchi and Lord King were appointed) the turn around began BA was seen as an unattractive investment prospect by the city, staff ...
Advertising Campaign
... The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. ...
... The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. ...
clearly distinguishable advertising
... the style of a TV show featuring 3 children in a studio each on a podium. The ad is shown on Juniorz, a popular children’s station. The children are required to assemble a particular toy made of a number of component parts as quickly as possible. The introductory voice over welcomes viewers back and ...
... the style of a TV show featuring 3 children in a studio each on a podium. The ad is shown on Juniorz, a popular children’s station. The children are required to assemble a particular toy made of a number of component parts as quickly as possible. The introductory voice over welcomes viewers back and ...
Five ways to use syndicated research to measure advertising
... new technology. For example, consumers are now less faithful to one medium, switching freely between old and new formats, due in part to developments like the transferability of video across multiple screens. In addition, new developments and rapid changes in consumer opinions, attitudes and behavio ...
... new technology. For example, consumers are now less faithful to one medium, switching freely between old and new formats, due in part to developments like the transferability of video across multiple screens. In addition, new developments and rapid changes in consumer opinions, attitudes and behavio ...
LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
... The use of the mobile channel for marketing, i.e. mobile marketing, is a growing worldwide phenomenon. Commercial mobile marketing initiatives began in 1997 and published research on the topic .first appeared in 2001.Since then, the field of mobile marketing has drawn the attention of academics and ...
... The use of the mobile channel for marketing, i.e. mobile marketing, is a growing worldwide phenomenon. Commercial mobile marketing initiatives began in 1997 and published research on the topic .first appeared in 2001.Since then, the field of mobile marketing has drawn the attention of academics and ...
Rethinking Advertising Development – Is it Time to Shift
... can provide brand teams and agencies with the roadmap to comprehension. Learn what does and does not work for consumers with regards to your brand Take the opportunity to learn at various stages. It is about knowing your consumer intimately – fully understanding their needs and emotional desires for ...
... can provide brand teams and agencies with the roadmap to comprehension. Learn what does and does not work for consumers with regards to your brand Take the opportunity to learn at various stages. It is about knowing your consumer intimately – fully understanding their needs and emotional desires for ...
Chapter 22 - WordPress.com
... Direct marketing is also linked with database marketing. Database marketers build and maintain databases of information on customers that can help to provide a direction of your advertising campaign. Instead of guessing if you are reaching the right demographic you can select who you want to receive ...
... Direct marketing is also linked with database marketing. Database marketers build and maintain databases of information on customers that can help to provide a direction of your advertising campaign. Instead of guessing if you are reaching the right demographic you can select who you want to receive ...
Just the Facts-Evaluating Bias in Advertising
... newspapers, online, and in other forms of media. One part of media literacy is developing the ability to take a critical look at advertisements, so you can understand how advertisements are constructed and how to interpret their messages. What are some of the strategies used to create advertisements ...
... newspapers, online, and in other forms of media. One part of media literacy is developing the ability to take a critical look at advertisements, so you can understand how advertisements are constructed and how to interpret their messages. What are some of the strategies used to create advertisements ...
ch17
... gain acceptance of gatekeepers who decide which among many stories will be covered e.g. editors, news director (publicity: gain press coverage of the PR events) PR tend to use more “Uncontrolled media” (gatekeeper involved) e.g. mass media - PR is more credible coz it appears as news & involves the ...
... gain acceptance of gatekeepers who decide which among many stories will be covered e.g. editors, news director (publicity: gain press coverage of the PR events) PR tend to use more “Uncontrolled media” (gatekeeper involved) e.g. mass media - PR is more credible coz it appears as news & involves the ...
Advertising
Advertising (or advertizing) is a form of marketing communication used to promote or sell something, usually a business's product or service.In Latin, ad vertere means ""to turn toward"". The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.Commercial ads often seek to generate increased consumption of their products or services through ""branding"", which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, who is often considered the founder of modern, Madison Avenue advertising.In 2015, the world will spend about $529 billion on advertising. Internationally, the largest (""big four"") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.