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Task one:
Identifying your needs
Identifying your needs is an essential step but also keep construction standards in mind.
Clearly identify the needs of everyone that will live in the house and be sure your project respects municipal and provincial
standards. Plan the building sequence, who will do what, and the purchasing of the material.
Planning to better prepare for the unexpected
Planning a house is planning for the unexpected. This column goes through house construction step by step, and in detail.
It gives a good idea of different factors to consider before starting but doesn't absolutely protect you against the
unexpected. It answers questions you should ask before beginning your project.
Being informed also means asking ourselves the right questions and finding answers!
Choose your house plan
When looking for your dream house, choosing a house plan can prove to be as intoxicating as disconcerting. While
generating a lot of enthusiasm, such an experience also comes with some uncertainty. How can you be sure that the
model selected is the one that suits you best?
The planning
The choice of a house plan is not something that ought to be done in the spur of the moment. In order to make the right
decision and select a house that will give you complete satisfaction for years to come, you must determine how much
money you wish to invest in this project and what your immediate and future needs are. Thorough planning will make the
search process easier and quicker.
To help you find your dream house, RONA and Planimage, an architectural firm specialized in designing and modifying
house plans, provide you with the main considerations that should be taken into account when choosing a plan. While
you’re here, take a look at the impressive RONA Plans collection.
The type of house
The lot upon which you build your house could play a major role when selecting a plan. For instance, a wide but
shallow lot will usually call for a one-storey house. On the other hand, a two-storey house will be a better choice if the
lot is narrow but deep.
If your lot happens to be large enough to accommodate any kind of house, examine the pros and cons of all types of
houses before making a decision.
Determine the style of architecture your prefer. Do you have a soft spot for the Victorian, country or even colonial style?
Which one will fit better in the area you plan to live in? Answering these questions will allow you to eliminate several
styles.
Your budget as well as the number of occupants will usually dictate the total living area of your future house. What
about a garage? Is it a luxury or a necessity? Keep in mind that the extra storage space it will provide could become
very valuable down the road.
The interior layout
The size and the layout of the rooms deserve serious considerations. Ask yourself where the members of your family
spend most of their time. In the kitchen? In the living room? In the dining room?
Nowadays, television occupies a large part of our leisure time. Do all family members usually watch television
together? If that’s the case, one TV room will be enough. Otherwise, it will be wise to plan for a second room where
people can watch their favorite shows.
Do you enjoy spending time in the kitchen while preparing elaborate dinners? If so, you might want to get a spacious
and functional kitchen. A kitchen island would also be a smart addition since it provides extra storage and countertop
while enhancing the look of the room.
Where do you generally eat? In a breakfast nook found within the kitchen or in the dining room? If you regularly
receive guests for dinner, a dining room will be nothing less than essential. Consider also the dimension of your dining
room set. A conventional table sitting six people will fit in just about any dining room, but a longer table sitting up to
10 people will require a much larger room.
How many bedrooms are required? When in doubt, go for an extra bedroom. You will be able to use it as a guest
room, an office or even as storage space. In the master bedroom, determine if you need a walk-in closet or an en
suite bathroom.
The number of bathrooms is another element that should be carefully planned. By taking into account the number of
occupants and the bathroom traffic observed every morning during the week, you will be able to determine how many
bathrooms are needed.
Do you need modifications?
Even after studying hundreds of house plans, you might not be able to find the one that fully matches your expectations.
That is why the Plan Modification Service was created. Planimage’s architectural experts will be able to propose solutions
to modify the house to your liking and help you personalize it so it truly becomes your dream house.
One of the main advantages of the Plan Modification Service is that it avoids errors that could arise between the
contractor and the subcontractors during the construction. Moreover, financial institutions and municipal planning and
housing departments usually ask to see the plans with the final changes before giving their approval.
The most common modifications made by clients on their house plan are the relocation of a staircase or the kitchen, the
addition of a garage or a bay window, increasing the living area of the house and changing the layout of the bathroom.
As you can see, choosing a house plan is quite a simple task. By following the various advice given in this article and by
answering the different questions that are raised, you will be able to find the right house plan and move in a brand new
home that will provide years of happiness and enjoyment to your family.
Home technology and your lifestyle
The goal of any “home automation” project or the resulting “connected home” or “intelligent home” is to make life simpler
for its occupants by automating home functions and integrating various communication systems. Sound complicated?
Not really. In fact, you probably already rely on home automation!
Automation that is part of your day-to-day
Without even realizing it, you are probably already using some form of home automation, device control or communication
integration such as: lights that turn on when darkness falls, alarm systems triggered by motion, programmable thermostats,
universal controllers for the television and entertainment system, wall connections for both telephone and cable services,
etc. Now imagine all these functions are connected and that you have the ability to control them using a remote control (or
a computer, your television screen or even your cellular phone). Voila - your home is now automated.
For every need, an application
Installations vary according to individual needs and can run from the eccentric to the mundane. Some people would simply
like for their lights to turn off and for the heating system to switch to “economy” mode when they activate their alarm
system. Others, through the installation of multifunction wall sockets, will choose to develop the required infrastructure that
will allow them to integrate a computer, a telephone, the television (cable) and even speakers. Having the ability to start
the air conditioner via telephone on one of those dog days of summer is a rather tempting possibility. Or perhaps you
recently hired a new babysitter and are worried about your children? From your office computer, you can monitor
developments in your home over the Internet, thanks to a real-time Web camera. In essence, applications are limited only
by budget and by the time you have available to contribute to the project!
Setting the stage to sell
First impressions count
If you want your house to make a favourable impression on a potential buyer, it’s probably going to need a
facelift...inside and out. Start by tidying away the children's toys, and putting gardening tools and snowclearing equipment out of sight.
A tidy, weed-free lawn and neat flower borders will give visitors a good first impression of your property. It
doesn't take much to jazz the garden up a bit – make sure that all your plants look healthy, and try a stylish
arrangement of pots and planters for instant visual appeal.
As you prepare to sell your house you need to be prepared. Keep in mind that a careful buyer will want to have
a house inspection carried out. Be one step ahead. Check the outside of the house – the garden fence, the
eaves troughs, the chimney, the mortar between the brickwork – and carry out repairs where necessary.
Similarly, if you see that the exterior paintwork is showing its age or the window frames need attention,
repair any damage and give it a fresh coat of paint. The house will gain instant curb appeal, and you’ll show
potential buyers that you’ve kept up regular maintenance and repair.
As visitors step inside the entrance hall, they will form their first impression of the inside of the house. The
hall, therefore, deserves special attention to make potential buyers want to see more. Cast a critical eye over
your hall and give the walls, floor and furniture a good clean. It may be a good idea to update the decor with a
fresh coat of paint and replace the floor covering. Reorganize your storage system, optimizing the space to
give future owners an idea of how they’ll be able to use the area.
Set the scene to good effect
For a potential buyer, it’s often the little details that make all the difference. You need to look at your home from every angle
and with a critical eye, from the layout and arrangement of your furniture to the colour scheme. Remember that choosing a
home often comes down to the fact that it "feels right". This is the reason why we are seeing more and more "home
staging" (showing a home to its best advantage), a concept pioneered by the American Barb Schwarz in 1972, which can
really help to sell your property. The basic idea is to make your house look as much like a show home as possible, so that
visitors can get the feel of what it would be like to live there themselves.
Sense appeal
People often choose a house based on how good they feel in it when they visit. Make visitors feel at home by appealing to all
their senses. Smells and aromas are an important detail because they have a considerable influence on potential buyers.
Ensure that there is no stale smoke, that cat litter is deodorized, and that there are no garbage odours. It may be a good
idea to have a neighbour or a friend take care of your pets; if you decide to keep them at home, leave them outside in the
yard or in a closed room.
Aromas that suggest cosiness and warmth could well make a difference. The smell of fresh baking – bread, tarts, cakes or
cookies, for example – is always very welcoming. Try lighting gently perfumed candles – such as vanilla – to create a
pleasant atmosphere.
Adding plants and flowers will make the house feel lived in without being too personal. Soft music playing in the background
will also create atmosphere and could well help tip a potential buyer in favour of your property.
The important little extras
After a visit, prospective buyers will want to go home and think things over. They’ll be discussing the work they want to do
on the house once they’ve moved in and mulling over different options. It would be a good idea to let them have a copy of
the house plans, ideally architectural plans showing room dimensions and the lot size. Other useful documents to keep
handy are guarantees, invoices for major renovation work, and the certificate of location. Producing these will enhance your
integrity as a seller.
Selling requires careful planning
Look at your home from a buyer’s perspective and you’ll understand exactly what house-hunters are looking for. Stick to four
simple, common-sense principles: cleaning, de cluttering, staying neutral, and depersonalizing your decor. Give rein to your
talents as a stage designer, and stack the odds in your favour!
De-personalize to help the buyer visualize
For buyers, the most important thing is to be able to imagine living in your house. This is not always easy, so it’s essential to
depersonalize your home to help future occupants visualize their own decor. In short, you’re trying to make your home look
as close as possible to a show home. Diplomas, family photos, and collections all have to go, along with personal knickknacks and souvenirs that are tied to the present owners. Create an airy, open space which offers many different furnishing
options.
A fresh coat of paint throughout the house will make it look like new. You should put personal preferences on hold right now
and opt for pleasing, neutral colours that will allow buyers to imagine their own decor in situ. Lighter colours also help make
a room look brighter. Too many colours or very bright shades may make buyers think that you’re trying to divert the eye and
camouflage imperfections. To create an impression of warmth, opt instead for coloured accessories that can be moved
around easily, such as cushions, bedding, flowers, vases, plants and flower pots.
A bright, sunny house is always easier to sell. Carefully placed mirrors can work wonders. Don’t forget to open drapes and
switch on lights before visitors arrive.
On the furniture front, it’s worth putting any surplus or bulky pieces in storage. Remove all but the bare minimum. Opt for
sober, tasteful styles rather than allowing too much of your own personality to show through. Contemporary decor and
minimalism remain a safe bet.
The healthy home concept
For several years now, we’ve been hearing about “healthy housing”. Though we all may have our own ideas about what this
represents…what does it really mean? The healthy home is a concept: to build and renovate one’s home while taking into
account occupant health and comfort, the environment, energy efficiency and cost savings.
In order to guide consumer choices, the Canada Mortgage and Housing Corporation (CMHC) has further developed and
defined the Healthy Housing concept, which can contribute to real improvements in the overall health of your home, the
community and even the planet, all without making sacrifices. Far from it!
A Healthy Choice!
Protecting your health in an efficient and cost effective manner can be as simple as, for example, choosing paint and
materials with low vapour emission properties or using floor covering that is easily cleaned using little or no chemical
products. The addition of a ventilation system will ensure superior air quality and reduce humidity, thereby reducing the risk
of mould and contributing to the elimination of allergic symptoms.
Save Money? Why Not!
Refrigerators, water heaters, light bulbs: the market is flooded with high efficiency, low consumption products. Choosing
energy-efficient products helps you save energy…and money. What’s more, proper planning during construction can pay
dividends over the long term: installing energy-efficient insulation and large windows facing the sun can help reduce heating
costs.
Saving money is great but saving our natural resources is even better! Far from synonymous with deprivation, reduced-flow
toilets and plumbing fixtures represent logical choices, combining performance with savings. The use of recycled or
recyclable materials, the reduction of construction waste and the use of rapid-growth tree products are other simple ways to
conserve our resources, which are not unlimited
It’s Easy: You’re Already Doing It!
Recycling glass, metals and paper is already part of our daily routine. By adding the recycling of organic matter to your
domestic habits, through the use of a composter, you would be amazed to see how much less garbage is generated by your
home. Working out of your home? You are actively reducing fuel consumption and the emission of pollutants…without even
noticing!
Practical and Affordable
The Healthy Home concept was developed so that it is easy to adhere to, without impacting our lifestyle, and more
importantly, to save money. Selecting reasonably priced products, building a house with durable and low-maintenance
materials and coverings, applying well insulated construction principles and taking advantage of solar energy are but some of
the choices one can make, according to one’s means and possibilities.
Far from being an obligation, the Healthy Home concept is a logical choice: who would say no to increased comfort, reduced
maintenance and lower operating expenses, while conserving the environment and our resources?
Our plans of one-storey and split-level houses
This section give you the opportunity to admire some two-storey home model, the most popular from the Plans Rona
collection. By selecting the model desired, you will see an exterior perspective and the floor plans in two dimensions. Also, a
description of the house.
Please note that the construction cost is the sale price of a contractor to the owner, land not included. It is a provincial
average cost which can vary around 15 % depending on the method of construction or the quality of finish desired.
Model 1
An attractive bungalow, offering to its occupants a functional kitchen and a large living room. This home of 34 feet long and
46 feet depth has a living area of 1173 square feet on the main floor.
It includes three bedrooms, a bathroom with skylight, a kitchen, a dining room and a living room.
Model 2
Popular split-level house with a well designed interior with many possibilities. This house of 32 feet side by 36 feet depth has
a living area of 1786 square feet.
The main floor of 1028 square feet includes a kitchen, a dining room, a breakfast nook, a living room, a master bedroom, an
other bedroom and a bathroom.
The basement has a living area of 758 square feet. There is the bedroom, a bathroom, a den, a family room and a garage.
Model 3
A bungalow with two spacious bedrooms and a facade enhances by many architectural details. This house of 28 feet long
and 32 feet depth has a living area of 896 square feet on the main floor.
This residence includes two bedrooms, a bathroom, a kitchen, a dining room and a living room.
Model 4
Charming, this bungalow seduces with is inviting interior, warm and good light. This model of 32 feet long by 35 feet depth
has a living area of 1110 square feet on the main floor.
It includes three bedrooms, a bathroom, a U shaped kitchen, a dining room and an open space living room.
Model 5
Spacious bungalow including three bedrooms and a vast and functional kitchen. This house of 46 feet long by 46 feet depth
has a living area of 1435 square feet on the main floor
On the inside, there is a master bedroom with a walk-in and adjoining bathroom, two other bedrooms, a bathroom, a kitchen
with island countertop, a dining room, a living room and a simple garage.
Model 6
With the stone, the vertical exterior siding and the windows with shutters, this bungalow is simply elegant. This model of 52
feet long by 46 feet depth has a living area of 1608 square feet on the main floor.
The interior includes two bedrooms, a bathroom, an half bathroom, a kitchen with island countertop, a dining room, a living
room as well as a double garage.
Model 7
A cute split-level house that offers a well-thinking interior to the owners. This residence of 36 feet long by 42 feet depth has
a living area of 1514 square feet.
It includes two bedrooms, two bathrooms, a family room, a kitchen, a dining room, a living room and a simple garage.
Task two :
Promotional activities are a great way to attract customers to your business without making them feel like they are
attending a marketing event. Not only do promotional events help you to network with potential customers, but they also
get you involved with the community and shed a good light on your business. Marketing events can be as simple as an
informational session with a sales pitch at the end to a carnival for the families in the community.
Webinars/Presentations
Sometimes, the best way to attract positive attention to your business is to share your knowledge of your field with no
strings attached. Host a free information session with an expert speaker on a topic that potential consumers may be
interested in. Serve coffee, muffins and donuts to give it the feel of a networking event. At the end of the presentation, be
sure to offer your services, and have an assortment of fliers and business cards to hand out to each person. A webinar can
be done in much the same way, only in a virtual environment. Use an online meeting software, such as Go To Meeting, and
send out email invitations to potential clients. Give a killer presentation on your topic of expertise. Following the event, send
all of the attendees an offer to contact you for more information on your services.
School Activity Ideas
School activities are a way to promote education in a fun atmosphere for students. Many activities can enhance subjects
such as science, history or even grammar. Teachers are often encouraged to find more innovative activities, and resources
can be scarce. Some ideas for fun activities include promoting the environment, school dances and science fairs. All are
designed to create a fun, active environment that enhances learning.
What is Promotional Mix?
Integration of all the elements of promotion mix is necessary to meet the information requirements of all target customers.
This simply means that the promotion mix is not designed to satisfy only the prospective buyer or only the regular buyer.
Some elements of the mix may be aimed at the target customer who is unaware of the product, while others may be aimed
at potential customers who are fully aware of the product and are likely to purchase it. Suppose you are interested in buying
a personal computer. Because of your interest in the product, you started paying attention to computer advertisements in
newspapers and magazines. You may even read the media reports on personal computers by experts. You also may
participate in training programmes or demonstrations. You may also contact the sales persons of different computers and
find out the features and relative merits. Based on all this information you may then purchase a specific brand.
Which aspect of the promotional mix brought you to the decision to buy the brand you finally selected? You may say that the expertise of the
salespersons was a major influence, but the fact is that all the elements of the mix played their roles in bringing about the sale. Therefore, to
get better response from the target customers, you have to adopt all the different components of the promotion mix. However, you should
note that the elements of the promotion mix must be coordinated and integrated so that they reinforce and complement each other to create a
blend that helps in achieving the promotional objectives of the organization.
How to achieve an effective promotional mix
The ‘promotional mix’ is a term used to describe the set of tools that a business can use to communicate effectively the
benefits of its products or services to its customers.
The promotional mix includes the following tools –
• Advertising :
Any paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is
called advertising. It is done through non personal channels or media. Print advertisements, advertisements in Television,
Radio, Billboard, Broachers and Catalogues, Direct mails, In-store display, motion pictures, emails, banner ads, web pages,
posters are some of the examples of advertising. Paid promotion and presentation of goods, services, ideas by a sponsor
comes under the advertisement.
• Publicity:
Non-personal stimulation of demand for a product, service or business unit by generating commercially significant news
about it in published media or obtaining favourable presentation of it on radio, television or stage. Unlike advertising, this
form of promotion is not paid for by the sponsor. Thus, publicity is news carried in the mass media about an organization, its
products, policies, actions, personnel etc. It can originate with the media or the marketer, and is published or broadcast at
no charge for media space and time. Examples: Magazine and Newspaper articles/reports, radio and televison
presentations, charitable contributions, speeches, issue advertising, and seminars. Publicity can be favourable (positive) or
unfavourable (Negative). The message is in the hands of media and not controlled by the organization/firm.
• Sales promotion :
Sales promotion is any activity that offers an incentive for a limited period to obtain a desired response from the target
audience or intermediaries which includes wholesalers and retailers. It stimulate consumer demand, market demand and
improve product availability. Examples: Contests, product samples, Coupons, sweepstakes, rebates, tie-ins, self-liquidating
premiums, trade shows, trade-ins, and exhibitions.
• Direct Marketing :
Direct Marketing is reaching the customer without using the traditional channels of advertising such as radio, newspaper,
television etc. This type of marketing reach the targeted consumers with techniques such as promotional letters, street
advertising, catalogue distribution, fliers etc.
• Personal Selling :
This is a process by which a person persuade the buyer to accept a product or a point of view or convince the buyer to take
specific course of action through face to face contact. It is an act of helping and persuading through the use of oral
presentation of products or services. Target audience may very from product to product and situation to situation. In other
words personal selling is a person to person process by which the seller learns about the prospective buyer's wants and
seeks to satisfy them by making a sale. Examples: Sales Meetings, sales presentations, sales training and incentive
programs for intermediary sales people, samples and telemarketing etc. It can be of face-to-face or through telephone
contact.
The promotional mix is part of the wider marketing mix.
These promotional efforts are of two general types involving:
1. Direct face to face communication
2. Indirect communication through some mass medium, such as television, newspapers, radio, etc.
Sometimes a mixture of personal/direct and non personal/indirect promotion is used as we use in the sales promotion.
Industrial buyer will not decide to purchase equipments on the basis of advertisements or direct mail. Personal selling is
preferred in this case. On the other hand a customer buying toothpaste or hair oil will have less contact with the company
sales person and will be influenced more by advertisements.
Achieve Results with Effective Leaflet Promotion
A hugely over looked way of promoting your business, product, or service, is a simple leaflet. We have all seen them, every
where we go, usually at concerts, or sporting events. These type of spectacles draw in thousands for every show, and each
and every one of those people are given a leaflet. So think about it, do you think its worth looking into this form of
marketing. Or would you rather blow thousands on a commercials that people may, or mat not see? I think you now realize
that it would only be in your best interest to look into some serious leaflet printing. Here are some easy tactics to increase
your advertising.
Create the Design of Your Leaflet to Match your Product
This is paramount. Make sure that you explain to your leaflet design team exactly what you hope to achieve with this
promotion. So they can properly interpret your ideas when putting them on the leaflet, either with great eye catching
pictures, or the proper description. You and the design team, need to be sailing in the same direction.
Make Good Use of the Internet When Locating a Printing Company
Look, we live in an incredible time know. No longer do you need to drive to the local library to get information. The entire
knowledge of the human race is now at your finger tips. Use it! Locate several cheap leaflet printing companies in your area.
Write them all down, and then contact them, see what each has to offer. See if they can cut you deals for larger orders, ask
how good is their design team is, etc. The internet is an excellent resource, so do not hesitate to use it.
Learn to Think Outside of The Box
Everybody knows that the business owners who think just a little differently, have always been the super successful ones.
You have to do the same. Work closely with your leaflet design team to come up with an ad that nobody has ever seen, or
will ever forget. Trust me, it can be done. Do not be shy when it comes to advertising, think eye popping, and weird. You
may not be comfortable with it, however, in the end what we want is to get the customers attention, and eventually more
sales, right? Well then you have to be different, better, and more attractive then the other guy, to succeed in leaflet printing!
How to Improve the Education System
Society is regularly called upon to make ethical judgments related to all aspects of schooling. These considerations of right
and wrong are made when creating the school curriculum, practicing teaching and learning methods, and budget issues.
Education is a vital part of society in which everyone plays a role. It is not only the role of parents and teachers to support a
child’s education, but also the role of the whole society to provide a structure of living that supports what is being taught.
The purpose of education is to provide a way for others to learn. However, the motive of learning can vary. Some people may
learn out of pure interest, whereas others may learn to be able to function in society by getting a job. Education can occur in
any environment where there is a will to learn. Furthermore, learning is not dependent on a teacher or any institute but can
also occur as self-learning. The best teaching methods are always those that are chosen by the student, not the teacher.
Many students prefer learning methods in which they can apply their knowledge practically. Students learn effectively
through hands-on experience. Apart from this, any exposure that can be provided to students of their area of study also
helps the student learn their role and their future job within the society. Such exposure can be provided through field trips or
inviting professionals related to the students’ field of study to address the students. Support can also be provided to students
through alumni groups and career counsellors. In this way, the purpose of education and method of education depends
largely on the learner or student, not the teacher or institute.
There are two main roles that schools play. The first role is towards their students. This is the relationship that the school
maintains with its students. The other role is towards society. This includes the school’s participation in public activities such
as fund-raising, organizing public events, or participation in any public demonstrations. The role of schools towards society
also includes how schools prepare their students to be better members of the society.
We must realize here that the latter role of schools, namely that of allowing its students to be better members of society, is
not the sole responsibility of the schools. It is true that we usually look upon the teacher and other school officials as the
educational leader, role model, and decision-maker towards a child’s education. This is an unfortunate fact because teachers
can never teach everything to students. Unfortunately, parents often use educational institutes as a way of neglecting their
child. Many parents may show love and support for their child by admitting them to an expensive school. However, this has a
negative effect when parents think that they can pay others to keep their child happy and educate them properly. Parents
and society as a whole must take responsibility by helping students towards being better human beings. Communication and
the ability to speak freely are also involved in this area. Teachers, parents and students must be willing to communicate with
each other and discuss ways to improve the level of education. The learning community is not just restricted to students,
teachers, and school authorities. The student must never feel intimidated of approaching others and speaking freely,
whether it is to a teacher, parent, or anyone else they may encounter in their everyday life.
The school curriculum should firstly include that material which will be most useful to the student. If the curriculum deviates
from what the student wants to learn then the student will quickly lose interest. In general education, the curriculum should
be as vast as possible to allow students to learn about different subjects. In contrast, any curriculum of a specific subject or
catering to a specific profession such as art, science or business should be more focused and practical in terms of helping the
student later in their career. However, all curriculums should also provide a basic level of education such as English and other
life skills subjects that will help the student function more effectively within society.
Learning should occur in an environment that is healthy not just physically but also mentally and socially. Physical conditions
do play a role towards how well the students learn. When teaching a large group of students the room must be well
ventilated and be large enough to accommodate the students comfortably. These types of situations normally arise during
school lectures or assemblies. However, it is absolutely crucial that every student also receives some individual attention.
This can be done either by making the classes smaller so there are less students per teacher or arranging a schedule in
which each student is allowed to have individual meetings with the teacher.
It is the purpose of teachers and institutes to teach relevant material effectively. Everyone learns differently for different
reasons. To teach successfully, teachers must first learn about their students. They must assess what interests their
student, why the student is attending their class, and how they can help the student learn. Teachers must act as tools of
education and be approachable.
Marketing effectiveness
Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve
good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing
Investment (ROMI)
There are five factors driving the level of marketing effectiveness that marketers can achieve:
1.Marketing Strategy – Improving marketing effectiveness can be achieved by employing a superior marketing strategy. By
positioning the product or brand correctly, the product/brand will be more successful in the market than competitors’
products/brands. Even with the best strategy, marketers must execute their programs properly to achieve extraordinary
results.
2.Marketing Creative – Even without a change in strategy, better creative can improve results. Without a change in
strategy, AFLAC was able to achieve stunning results with its introduction of the Duck (AFLAC) campaign. With the
introduction of this new creative concept, the company growth rate soared from 12% prior to the campaign to 28%
following it. (See references below, Bang)
3.Marketing Execution – By improving how marketers go to market, they can achieve significantly greater results without
changing their strategy or their creative execution. At the marketing mix level, marketers can improve their execution by
making small changes in any or all of the 4-Ps (Product, Price, Place and Promotion) (Marketing) without making changes
to the strategic position or the creative execution marketers can improve their effectiveness and deliver increased revenue.
At the program level marketers can improve their effectiveness by managing and executing each of their marketing
campaigns better. It's commonly known that consistency of a Marketing Creative strategy across various media (e.g. TV,
Radio, Print and Online), not just within each individual media message, can amplify and enhance impact of the overall
marketing campaign effort. Additional examples would be improving direct mail through a better call-to-action or editing
web site content to improve its organic search results, marketers can improve their marketing effectiveness for each type
of program. A growing area of interest within (Marketing Strategy) and Execution are the more recent interaction dynamics
of traditional marketing (e.g. TV or Events) with online consumer activity (e.g. Social Media). (See references below, Brand
Ecosystems) Not only direct product experience, but also any stimulus provided by traditional marketing, can become a
catalyst for a consumer brand "groundswell" online as outlined in the book Groundswell.
4.Marketing Infrastructure (also known as Marketing Management) – Improving the business of marketing can lead to
significant gains for the company. Management of agencies, budgeting, motivation and coordination of marketing activities
can lead to improved competitiveness and improved results. The overall accountability for brand leadership and business
results is often reflected in an organization under a title within a (Brand management) department.
5.Exogenous Factors - Generally out of the control of marketers, external or exogenous factors also influence how
marketers can improve their results. Taking advantage of seasonality, interests or the regulatory environment can help
marketers improve their marketing effectiveness.