Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise.

Size: px
Start display at page:

Download "Principles of Marketing Lecture 13a: Promotional Mix Decisions: Advertising and Sales Promotion. The Traditional Communication Model. Noise."

Transcription

1 Principles of Marketing Lecture 13a: al Mix Decisions: Advertising and Sales Target Market Product Place Price Personal Selling Mass Selling Sales Advertising Publicity The Traditional Communication Model Source Encoding Message channel Decoding Receiver Noise Feedback Customer-Initiated Interactive Communication Receiver (Customer) Source s Message Noise Search Select a Message topic channel and the AIDA Model

2 Objectives Adoption Process AIDA Model Informing Persuading Reminding Awareness Interest { Evaluation Trial } Decision Confirmation } Attention Interest Desire Action Producer s Blend Personal Selling, Sales, Advertising, Publicity Wholesalers Push to Business Customers to Channel Members Wholesalers Push Retailers Push to Final Customers Business Customers Pull Final Consumers Pull The Adoption Curve 90 Innovators (3-5%) Early Adopters (10-15%) Early Majority (34%) Late Majority (34%) Laggards/ Nonadopters (5-16%) Personal Scientific Sources Mass Media Sales People WOM Mass Media Sales People From EA 50 Percent Adoption 20 Less Receptive to Marketing sources of information 5 0 Time

3 Blends Vary Over the Life Cycle This new idea is good Our brand is best Our brand is better really Let s tell those who still want our product Over Product Life Cycle Introduction => Sell Idea, build primary demand Growth => Sell Brand, build selective demand Maturity => Persuasion, more mass selling and sales promotion Decline => target promotion, slow the decline Setting the Budget Percentage of Sales Match Competitors Per Unit Uncommitted Resources Advertising: Some Facts An average adult is exposed to 247 ads a day. Dollar value Canada: $8,000,000,000; U.S.: $250,000,000,000; Worldwide: $600,000,000,000. Largest advertising industries in Canada (1998) Retailing

4 Automotive Business equipment and service Food Financial More information can be obtained from Major Advertising Decisions Advertising Objectives Budget Decisions Message Decisions Media Decisions Campaign Evaluation Advertising Objectives The communication task to be accomplished with a target audience during a specific period of time. Primary purposes of advertising To inform; To persuade; To remind. Other Possible Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Strategy Decisions in Setting Advertising Objectives Support Sales Force Get Immediate Action Maintain Relationships Choosing Media

5 Television Yellow Pages Newspaper Direct Mail Major Kinds of Media Magazine Transit Outdoor Radio Internet Comparing Advertising Media Advertising on the Internet Many Forms Still Feeling Its Way Pay for Performance Direct Response Key Issues Some Sites Offer More Exposure Some Sites Offer Better Targeting Context Ads Viewers Can Get Benefits Pointcasting

6 Types of Advertising Pioneering (informative) advertising To build primary demand by informing consumers about a new product or feature. Brand may be promoted, but not as the focus. Competitive advertising To build selective demand for a specific brand. Direct-> Buy now, Indirect-> future purchase Comparative advertising is even more aggressive. Reminder advertising Keep the brand name before the public. Used when brand preference has been established. Special Formats Institutional advertising To promote an organization s image, reputation, or ideas. Cooperative advertising Some organizations share cost and benefit of an advertising campaign. Examples IBM, Mercedes, Got Milk Setting the Advertising Budget Factors to consider Stage in the product life cycle Market share Competition Product differentiation Methods Same as setting the promotion budget Creating Advertising Message Decide upon the message: identify customer benefits as advertising appeals Appeals must be meaningful, believable, and distinctive. Be consistent with the broader positioning strategy. Get Attention, Hold interest, Arouse Desire, Obtain action Execution of the message Style/Themes: e.g., slice of life, mood or image, personality symbol, scientific evidence. Tones: serious humorous Cultures: Acceptable Words: to make it attention-getting and memorable. Format: the layout.

7 Creative Phrasing Message Theme 7-Up is different from cola. A BMW is a well-engineered automobile If you want a light beer with taste, Blue Light is a good beer to drink. We don t rent as many cars, so we have to do more for our customers and make every single renter satisfied. Selecting Advertising Media Deciding on reach, frequency, and impact. Choosing among major media types. Selecting specific media vehicles. Deciding on media timing. Reach, Frequency, and Impact Reach: the percentage of people in the target market who are exposed to an ad campaign during a given period of time. Frequency: how many times the average person in the target market is exposed to the message. Impact: the qualitative value of a message exposure through a given medium. Interest, Desire and Action Creative Copy Uncola The Ultimate Driving Machine Beer not water (Labatt) We re number two, so we try harder (Avis) Get Attention Hold Interest Arouse Desire Obtain Action Advertising Evaluation Evaluate communication effects and sales effects. Copy testing (Copy Thrust) Measuring whether an ad is communicating well. Can be done before or after an ad is printed or broadcasted.

8 Sales effects Comparison of before and after. Experiments. Difficulties: other factors (e.g., price and product features) have to be controlled. Legal Issues: Deceptive/Unfair Representation: Doctors, Lawyers etc. Sales The promotion activities that use short-term incentives to encourage purchase or sales of a product. Sales promotion tools Consumer promotion Samples, coupons, rebates, price packs, premiums, patronage rewards, contests, Trade promotion Free goods, merchandise allowance, dealer sales contests, Sales-force promotion Bonuses, contests, sales rallies, Types of Sales Effects of Sales Encourage new trial Break down loyalty to other brands Price discrimination Can be implemented quickly, and gets results faster than advertising Influence trade and channel members Consumers Stockpile Usually short-term effects (advertising tends to have long-term effects) Increased consumer price sensitivity Negative brand image Trade comes to insist on price deals

9 Publicity Handled by firms public relation departments. Limited and scattered use by firms. Major public relations tools News and press reports Speeches (e.g., at tradeshows, to professional associations) Special events (e.g., news conferences, grand opening) Publicity materials (e.g., annual reports, brochures, logos, business cards, uniforms, company cars) Public-service activities (e.g., donation, sponsorship)

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion

Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies

More information

Marketing Strategy Planning Process

Marketing Strategy Planning Process When we finish this lecture you should CHAPTER FOURTEEN Promotion Introduction to Integrated Marketing Communications 1. 2. 3. 4. 5. For use only with Perreault/Cannon/McCarthy or Perreault/McCarthy texts.

More information

International Communications

International Communications Session objectives International Communications Communication process Local market characteristics that affect the advertising and promotion of products The strengths and weaknesses of international communication

More information

Chapter 15: Integrated Marketing Communications

Chapter 15: Integrated Marketing Communications Chapter 15: Integrated Marketing Communications Pride/Ferrell Foundations of Marketing Fourth Edition Prepared by Milton Pressley University of New Orleans Objectives 1. Discuss the nature of integrated

More information

ADVERTISING AND SALES PROMOTION

ADVERTISING AND SALES PROMOTION C.B.C.S.S. B.Com Programme Semester V Complementary Course- 1 ADVERTISING AND SALES PROMOTION 1. Promotion mix includes Sales Promotion, Personal Selling, Advertising and a) Marketing b) Sales c) Publicity

More information

An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking

More information

Marketing communications: integrated marketing communications aspect. Learning outcomes

Marketing communications: integrated marketing communications aspect. Learning outcomes Marketing communications: integrated marketing communications aspect Lect. Indre Radaviciene E-mail: indre.radaviciene@gmail.com Vilnius University/Faculty of Economics Marketing Department Learning outcomes

More information

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS C H A P T E R T W E N T Y ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS Cruise Vacation $999 20-1 AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: Explain the differences between product advertising

More information

Chapter Questions. Designing and Managing Integrated Marketing Communications 11/3/2008

Chapter Questions. Designing and Managing Integrated Marketing Communications 11/3/2008 Chapter 15 Designing and Managing Integrated Marketing Communications 15-1 Chapter Questions What is the role of marketing communications? What are the major steps in developing effective communications?

More information

Integrated Marketing Communication Strategy

Integrated Marketing Communication Strategy Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform

More information

Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations

Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations The best advertising is done by satisfied customers. Managing Mass Communication: Advertising, Sales Promotion, Events and Experiences, and Public Relations www.aenike.ub.ac.id Developing and Managing

More information

Promotions: Integrated Marketing Communication Strategy

Promotions: Integrated Marketing Communication Strategy 1 Marketing Communication Mix or Promotion Mix Promotions: Integrated Marketing Communication Strategy Design Stores that Sell the Product Price Package 2 The Changing Communications Environment The Need

More information

Why do firms create new products?

Why do firms create new products? Why do firms create new products? 1. Changing Customer Needs: When they add products, services, and processes to their offerings, firms can create and deliver value more effectively by satisfying the changing

More information

Non-personal communication

Non-personal communication Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images

More information

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.

LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process. LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section F Integrated Marketing Communications Introduction All of the information has been adapted from: Kotler P. Armstrong, G., 2004.

More information

SALES PROMOTION, EVENTS, AND SPONSORSHIPS

SALES PROMOTION, EVENTS, AND SPONSORSHIPS PART FIVE: INTEGRATION AND EVALUATION Chapter 16 Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice Koekemoer L. (2004)., Marketing Communications, Juta and Company Ltd.

More information

An Introduction to Integrated Marketing Communications

An Introduction to Integrated Marketing Communications An Introduction to Integrated Communications The Growth of and Expenditure in Billions of Dollars U.S. U.S. Outside U.S. 2002 1980 $0 $50 $100 $150 $200 $250 $300 IMC Audience Contact Points Point of Purchase

More information

ORGANIZATION. Date Session Content. 5/3/ Competitive positioning and branding strategies

ORGANIZATION. Date Session Content. 5/3/ Competitive positioning and branding strategies ORGANIZATION Date Session Content 5/3/2013 1 Competitive positioning and branding strategies 6/3/2013 2 20/3/2013 3 Brand specific activities and buying behavior (The Henkel example) Corporate communication

More information

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18

MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 MKTG301: PRINCIPLES OF MARKETING DEFINITIONS: CHAPTER 18 Communication (1) The process of conveying a message to others, which requires six elements: a source, a message, a channel of communication, a

More information

Marketing: Promotion Basics

Marketing: Promotion Basics Name: Class: Date Taken: Total Possible Marks: 39 Marketing: Promotion Basics Complete the following questions in the time allowed by your teacher Write a short, accurate definition for each of the following

More information

Bingo glossary marketing mix

Bingo glossary marketing mix Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up

More information

Using Effective Promotions

Using Effective Promotions Chapter 16: Using Effective Promotions Product Place Price Promotion 48 slides 12 slides 4 slides 2 slides 2 3 1 Any of a variety of methods used to communicate with the people in your target market and

More information

Marketing: Advertising and Sales Promotion

Marketing: Advertising and Sales Promotion Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.

More information

STUDENT PROJECT. Building an IMC Campaign IMC Plan Pro. Introduction

STUDENT PROJECT. Building an IMC Campaign IMC Plan Pro. Introduction STUDENT PROJECT Building an IMC Campaign IMC Plan Pro Introduction The Building an IMC Campaign exercises are designed to accompany the Clow and Baack Advertising, Promotion, and Integrated Marketing Communications

More information

Promotion is the communication methods used to achieve a firm s promotional objectives The promotional mix can be split into 2 groups: Communication

Promotion is the communication methods used to achieve a firm s promotional objectives The promotional mix can be split into 2 groups: Communication Promotion Promotion is the communication methods used to achieve a firm s promotional objectives The promotional mix can be split into 2 groups: Non Controllable Non Controllable Communication Recommendation

More information

Integrated Marketing Communication Strategy. Chapter 15

Integrated Marketing Communication Strategy. Chapter 15 Integrated Marketing Communication Strategy Chapter 15 Definition Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to

More information

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates

Chapter 19 Advertising. Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Chapter 19 Advertising Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Advertising Media Key Terms promotional advertising institutional advertising media print media transit advertising

More information

Marketing at McDonald s

Marketing at McDonald s at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the

More information

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling

Planning the Promotion. Advertising and Sales Promotion. Public Relations and Personal Selling Planning the Promotion Advertising and Sales Promotion Public Relations and Personal Selling 2 Chapter Objectives Define event marketing. Explain promotion and the promotional mix in sports marketing.

More information

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN How a multimedia platform can drive the success of your business If you ve ever heard a good piano player, you know that a solo act can create beautiful

More information

A Model for Making Sense Out of Marketing ROI Measurements

A Model for Making Sense Out of Marketing ROI Measurements A Model for Making Sense Out of Marketing ROI Measurements M easuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing

More information

Automotive Direct Mail Case Study. Canada Post:

Automotive Direct Mail Case Study. Canada Post: Canada Post: Automotive Direct Mail Case Study Addressed Admail Campaign Drives Customers to Auto Dealerships Market-research study demonstrates the power of direct mail Study confirms that Addressed Admail

More information

Advertising and Sales Promotion

Advertising and Sales Promotion Advertising and Sales Promotion 1 The Role of Advertising What is the difference between Advertising and Publicity? Since a company pays for advertising, it has control over the message it wants to deliver.

More information

ADVERTISING IN PROMOTIONAL MIX

ADVERTISING IN PROMOTIONAL MIX ADVERTISING IN PROMOTIONAL MIX 1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools

More information

STUDENT PROJECT. Building an IMC Campaign IMC Plan Pro

STUDENT PROJECT. Building an IMC Campaign IMC Plan Pro STUDENT PROJECT Building an IMC Campaign IMC Plan Pro Introduction The Building an IMC Campaign exercises are designed to accompany the Clow and Baack Advertising, Promotion, and Integrated Marketing Communications

More information

Media Planning. Marketing Communications 2002

Media Planning. Marketing Communications 2002 Media Planning Marketing Communications 2002 Media Terminology Media Planning - A series of decisions involving the delivery of messages to audiences. Media Objectives - Goals to be attained by the media

More information

INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS INTEGRATED MARKETING COMMUNICATIONS What is IMC & why IMC? IMC is the concept and practice of designing marketing communications programs that coordinate all promotional activities Ad, PS, SP, PR, publicity,

More information

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience

More information

Sales Promotion. The Marketers Dilemma. Sales Promotion Defined:

Sales Promotion. The Marketers Dilemma. Sales Promotion Defined: Sales Promotion The Marketers Dilemma Sales Promotion Defined: A direct inducement that offers extra value or incentive for the product to the salesforce, distributors, or the ultimate consumer with the

More information

Chapter One Integrated Marketing Communications

Chapter One Integrated Marketing Communications 1 Chapter One Integrated Marketing Communications 1-1 1 Virgin Atlantic Still Red Hot 25 th Anniversary campaign Bold, distinctive imagery Global campaign Integrated across many platforms and channels

More information

The are 10 basic types of advertising. Brand Also known as national consumer advertising. It focuses on

The are 10 basic types of advertising. Brand Also known as national consumer advertising. It focuses on From The Public Relations Practitioner s Playbook A Synergized* Approach to Effective Two-Way Communication By M. Larry Litwin * (The whole works better than any one of its parts) 2003 The are 10 basic

More information

Chapter 10 Sample Questions on Advertising, PR and Promotion

Chapter 10 Sample Questions on Advertising, PR and Promotion Chapter 10 Sample Questions on Advertising, PR and Promotion 1. One issue facing advertisers is that consumers screen out messages that are not relevant to them. 2. Glenn is using a push strategy to promote

More information

MBA 695 B Advertising and Promotions UNC-GREENSBORO

MBA 695 B Advertising and Promotions UNC-GREENSBORO MBA 695 B Advertising and Promotions UNC-GREENSBORO PLACE: Joseph M Bryan School of Business Room 205 TIME: Mondays, 6:30 9:20pm INSTRUCTOR: Matt Mitchell OFFICE HOURS: If you need to meet with me feel

More information

Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University

Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University 1. What is Promotion? Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University 2. The Promotional Elements 2.1 Advertising 2.2 Personal Selling 2.3 Public Relations & Publicity

More information

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market

Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell The Home Market Descriptions of the Three Markets in The New Shoe Simulation Ted Mitchell In marketing management, a market is a group of final customers who respond in a homogeneous way to a marketing mix. If two customers

More information

CHAPTER 14 DEVELOPING AND MARKETING PRODUCTS

CHAPTER 14 DEVELOPING AND MARKETING PRODUCTS CHAPTER 14 DEVELOPING AND MARKETING PRODUCTS LEARNING OBJECTIVES: 1. Explain the impact globalization is having on international marketing activities. 2. Describe the types of things that managers must

More information

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity?

How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? Prepared by: Edmond Saadah Marketing & Training Consultant Contents 1. IMC 2. Brand Equity 3. How IMC Build Brand Equity? 4.

More information

Q2) Discuss the various basis of classification of advertising. Give examples. Q5) Advertising is wasteful expenditure for any business. Comment.

Q2) Discuss the various basis of classification of advertising. Give examples. Q5) Advertising is wasteful expenditure for any business. Comment. QUESTION BANK ADVERTISING AND SALES PROMOTION UNIT1: ADVERTISING AN INTRODUCTION Q1. What is advertising? Q2) Discuss the various basis of classification of advertising. Give examples. Q3) Discuss the

More information

Assessment Vocabulary Strategies. Advertiser. Describe three types of positions typically found in an advertising agency.

Assessment Vocabulary Strategies. Advertiser. Describe three types of positions typically found in an advertising agency. What is Advertising (1-2 days) (1) The student knows business concepts and explains how business satisfies economic needs. The student is expected to: (A) Categorize business activities as production,

More information

Slide 1. Welcome to Chapter 11. This chapter is called Marketing. The author is Vicente Lluch.

Slide 1. Welcome to Chapter 11. This chapter is called Marketing. The author is Vicente Lluch. Slide 1 Welcome to Chapter 11 This chapter is called Marketing. The author is Vicente Lluch. Slide 2 In this chapter we will address the learning objectives by answering the following questions: What is

More information

Chapter 7: Marketing, Promotions, and the Media

Chapter 7: Marketing, Promotions, and the Media Introduction to Real Estate Chapter 7: Marketing, Promotions, and the Media Standard: The scope of marketing in real estate. (CIP #08.1701-0701) Objectives:! Understand the usage of target marketing.!

More information

20 cheap and easy marketing and advertising ideas. Presented by All Seasons Communications Cheryl Russell

20 cheap and easy marketing and advertising ideas. Presented by All Seasons Communications Cheryl Russell 20 cheap and easy marketing and Presented by All Seasons Communications Cheryl Russell 1. Brand your company New/updated logo Positioning statement Website address 1990s 2012 2. Use your new identity Print

More information

Power Struggles and Sales Promotion

Power Struggles and Sales Promotion Chapter 18 Sales Promotion Power Struggles and Sales Promotion Sales promotion plays a key strategic role in the channel of distribution Big name brands need to supported with sales promotion and POP in

More information

Chapter No. 15 Page No Marketing of Banking Services INTRODUCTION

Chapter No. 15 Page No Marketing of Banking Services INTRODUCTION Chapter No. 15 Page No. 125 INTRODUCTION RECENT POPULAR ADVERTISEMENT CARRIED A MESSAGE: NOT ADVERTISING A GREAT PRODUCT IS LIKE WINKING AT A BEAUTIFUL GIRL IN THE DARK. YOU KNOW WHAT YOU ARE DOING BUT

More information

NATIONAL CERTIFICATES (VOCATIONAL)

NATIONAL CERTIFICATES (VOCATIONAL) NATIONAL CERTIFICATES (VOCATIONAL) SUBJECT GUIDELINES MARKETING COMMUNICATION August 2006 INTRODUCTION A. What is Marketing Communication? Marketing Communication uses the correct type of advertising

More information

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET

HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET 02920 224 111 info@semaphoredisplay.co.uk JUNE 2016 HOW TO GET BRAND VALUE FROM YOUR VEHICLE FLEET In today s challenging business landscape, companies often find themselves striving to shrink expenses

More information

Advertising. Chapter 14. Read to Learn Define advertising. Section 14.1 Advertising Media

Advertising. Chapter 14. Read to Learn Define advertising. Section 14.1 Advertising Media Chapter 14 Advertising Section 14.1 Advertising Media Read to Learn Define advertising. List types of media that businesses use to reach potential customers. The Main Idea Businesses must find ways to

More information

Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary

Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary Multiple Category Scope and Sequence: Scope and Sequence Report For Course Standards and Objectives, Content, Skills, Vocabulary Monday, August 18, 2014, 9:45PM District Basic Sports & Entertainment Marketing

More information

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s).

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s). The Marketing Plan The most important part of a business plan is the Marketing Plan. To keep one s business on course this plan must be geared toward the business s mission its product and service lines,

More information

Advertising. The power of persuasion

Advertising. The power of persuasion Advertising The power of persuasion Marketing and Advertising Advertising is one part of marketing. The marketing department of a business deals with the way a product is sold generally. Advertising An

More information

What confidence means.

What confidence means. What confidence means. Confidence is knowing I can find the right car and the right dealer at Cars.com. Confidence is knowing Cars.com will deliver ready-to-buy shoppers to my dealership. Get Cars.com

More information

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet?

WHITE PAPER. Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Vehicle branding: Is there hidden value in your fleet? WHITE PAPER Executive summary In today s challenging business landscape, companies often find themselves striving to shrink expenses as

More information

THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS

THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS THE ROLE OF THE COMMUNICATIONAL POLICY IN THE MARKETING ACTIVITY OF CONSTRUCTION ORGANIZATIONS Iulian Patriche, Ph.D., ipatsib89@yahoo.com Central Office of State for Special Issues Abstract: The specific

More information

Sales Promotion, Events, and Sponsorships. Chapter Outline. Key Points. Chapter 16

Sales Promotion, Events, and Sponsorships. Chapter Outline. Key Points. Chapter 16 Sales Promotion, Events, and Sponsorships Chapter 16 Chapter Outline I. Chapter Key Points II. The Practice of Sales Promotion III. Consumer Promotions IV. Trade Promotions V. Promotions that Cross the

More information

The 4Ps in Marketing Planning. The Communication Process. From Seller to Buyer Initiative

The 4Ps in Marketing Planning. The Communication Process. From Seller to Buyer Initiative The 4Ps in Marketing Planning Communication (Promotion) Product International Marketing Plan Distribution (Place) Pricing The Communication Process Traditionally seller initiates the communication process

More information

PROMOTION TRHOUGH THE MARKETING CHANNEL

PROMOTION TRHOUGH THE MARKETING CHANNEL Chapter 12 PROMOTION TRHOUGH THE MARKETING CHANNEL Chapter Objectives One of the major tools the manufacturer uses for implementing an integrated promotional program is selling support by channel members.

More information

Marketing Plan Checklist

Marketing Plan Checklist Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on

More information

Marketing Demand Push or Demand Pull or Both? The Need for Creating New Plant Awareness

Marketing Demand Push or Demand Pull or Both? The Need for Creating New Plant Awareness Marketing Demand Push or Demand Pull or Both? The Need for Creating New Plant Awareness Dr. Forrest E. Stegelin Department of Agricultural and Applied Economics The University of Georgia Nature of Work:

More information

plan. create. grow. Agency Profile

plan. create. grow. Agency Profile plan. create. grow. Agency Profile We are an independent marketing, digital and creative communications agency which was founded in Melbourne in 2008. What We Are About. Our collaborative team of discipline

More information

Advertising media - A

Advertising media - A Advertising media - A There is a large variety of media available to advertisers, and therefore advertisers must choose the medium/media which best deliver their message to potential customers in the most

More information

Chapter 2 Fashion & Marketing. Chapter 2.1 Fashion Marketing Basics

Chapter 2 Fashion & Marketing. Chapter 2.1 Fashion Marketing Basics Chapter 2 Fashion & Marketing Chapter 2.1 Fashion Marketing Basics Fashion Marketing Basics Key Terms: Marketing Marketing Concept Target Marketing Market Segmentation Demographics Psychographics Geographics

More information

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits)

SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) This unit aims to provide candidates with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational

More information

MARKETING BASICS FOR START-UP BUSINESSES

MARKETING BASICS FOR START-UP BUSINESSES MARKETING BASICS FOR START-UP BUSINESSES By Christina Motley Executive Vice President, The O Connor Group Overview: The Small Business Administration reports that 80% of small businesses close their doors

More information

Views on media channels marketers and consumers views on effectiveness

Views on media channels marketers and consumers views on effectiveness Views on media channels marketers and consumers views on effectiveness Executive Summary How do Australian consumers want to hear from brands and how well do marketers know their audience? Two surveys

More information

MARKETING MODULES SERIES

MARKETING MODULES SERIES MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences Cornell University,

More information

City of Oshawa. Corporate Advertising Policy. Original date: January 2007. Amended date: August 2009. Amended date: September 2010

City of Oshawa. Corporate Advertising Policy. Original date: January 2007. Amended date: August 2009. Amended date: September 2010 City of Oshawa Corporate Advertising Policy Original date: January 2007 Amended date: August 2009 Amended date: September 2010 Amended date: December 2014 Corporate Advertising Policy 1.0 Purpose The purpose

More information

Setting Up Businesses

Setting Up Businesses Ladislao Luna Sotorrío Elisa Baraibar Diez Ignacio Llorente García María Dolores Odriozola Zamanillo Organisation of Business and Work, Administration and Management of Human Resources Published under

More information

MARKETING MODULES SERIES

MARKETING MODULES SERIES June 2013 EB 2013-09 MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences

More information

05 2006 July Cheil Communications 06 07 2006 July Cheil Communications 08 09 2006 July Cheil Communications 10 Cheil Communications 12 13 2006 July Cheil Communications 14 15 2006 July Cheil Communications

More information

Library Marketing Plan Workbook

Library Marketing Plan Workbook Library Marketing Plan Workbook Why Marketing? Information professionals must understand that it is essential to actively market their services. Library marketing is critical for any information professional

More information

Chapter3: Literature Review: Marketing and Marketing Mix

Chapter3: Literature Review: Marketing and Marketing Mix Chapter3: Literature Review: Marketing and Marketing Mix 3.1: Marketing 3.2: Promotion 3.3: Sales Promotion 17 Chapter 3.1: Marketing 1. Introduction 2. Elements of Marketing Mix 3. Promotion or Marketing

More information

Objectives & Ideas to create Unique Compelling Propositions (UCP's)

Objectives & Ideas to create Unique Compelling Propositions (UCP's) Objectives & Ideas to create Unique Compelling Propositions (UCP's) 1. Demonstrate proven results 2. Offer a proposition to the first prospects (eg. business health check) 3. Provide information

More information

Lecture 3: Marketing Plan, Strategies, Distribution and Channels

Lecture 3: Marketing Plan, Strategies, Distribution and Channels Lecture 3: Marketing Plan, Strategies, Distribution and Channels Dr Bernard Leong CTO & Co-founder MPS 812 Course Taught in: 1 What is Marketing? Marketing deals with identifying & meeting human and social

More information

Effective Marketing Solutions for your Small Business

Effective Marketing Solutions for your Small Business COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Teacher: Lucia Gheorghiu Effective Marketing Solutions for your Small Business Ideas for Today and Tomorrow Dr. Lucia Gheorghiu 1 Effective

More information

Topic:- Developing & Communicating a Positioning Strategy

Topic:- Developing & Communicating a Positioning Strategy All marketing Strategy is built on STP :- Segmentation Targeting Positioning Topic:- Developing & Communicating a Positioning Strategy Positioning :- is the act of designing the company s offering & image

More information

GENERAL CO-OP PROGRAM GUIDELINES

GENERAL CO-OP PROGRAM GUIDELINES GENERAL CO-OP PROGRAM GUIDELINES Program Year The Promotional Fund Program runs from January 1 st thru December 31 st All claims and support documents for the program year must be submitted to NORDYNE

More information

Marketing Communications Strategy Issues. Lecture Notes MBA

Marketing Communications Strategy Issues. Lecture Notes MBA s Strategy Issues Lecture Notes MBA Summer 2002 KEY IDEAS 1. The success of a firm's advertising crucially depends on hiring a creative and capable ad agency that understands the market and provides turnaround

More information

SMALL BUSINESS MARKETING PLANNING

SMALL BUSINESS MARKETING PLANNING SMALL BUSINESS MARKETING PLANNING A guide to some activities that could prove useful One universal small business goal is to sell the business's products and services. This is usually best accomplished

More information

DECA Ryerson Case Guides Marketing Management

DECA Ryerson Case Guides Marketing Management Key Terms Advertising - A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.

More information

ADVERTISING Curriculum Content Frameworks

ADVERTISING Curriculum Content Frameworks ADVERTISING Curriculum Content Frameworks Prepared by Jackie Phillips, El Dorado High School Facilitated by Karen Chisholm, Program Manager Office of Assessment and Curriculum Arkansas Department of Workforce

More information

Geothermal Marketing 101

Geothermal Marketing 101 Geothermal Marketing 101 By Brian Urlaub, Enertech Global What is Marketing? Any guesses? 2 1 What is Marketing? Webster says... the total of activities involved in the transfer of goods from the producer

More information

Agri-Inputs Advertising and Sales Promotion. presented by. Dr HB Singh IFDC

Agri-Inputs Advertising and Sales Promotion. presented by. Dr HB Singh IFDC Agri-Inputs Advertising and Sales Promotion presented by Dr HB Singh IFDC WHAT IS SALES PROMOTION The use of different modes of communication, such as personal dialogue, advertisement & publicity, extension

More information

Extracts from: Residential Solar Marketing Effectiveness

Extracts from: Residential Solar Marketing Effectiveness M a n a g e m e nt C o n s u l t i n g Extracts from: Residential Solar Marketing Effectiveness March 2012 (First Revised Edition, Mk II) For more information or to purchase the full version of this report,

More information

Determining Your Advertising Objectives

Determining Your Advertising Objectives Determining Your Advertising Objectives by BNET Editorial Tags: marketing, advertising, sales Clear objectives for an advertising campaign are essential. Do you want to generate leads or encourage brand

More information

BEER INSTITUTE ADVERTISING AND MARKETING CODE. Introduction

BEER INSTITUTE ADVERTISING AND MARKETING CODE. Introduction BEER INSTITUTE ADVERTISING AND MARKETING CODE Introduction Beer is a legal beverage meant to be consumed responsibly. Its origins are ancient, and it has held a respected position in nearly every culture

More information

Diploma in Marketing

Diploma in Marketing Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1 Unit 1 to Marketing The unit 1 covers the following topics:

More information

DRAFT. Texts/Trades/Content: 1) Belch & Belch, Advertising and Promotion 10 th edition: An Integrated Marketing Communications Perspective

DRAFT. Texts/Trades/Content: 1) Belch & Belch, Advertising and Promotion 10 th edition: An Integrated Marketing Communications Perspective Dan Cohen Advertising Management dcohen2@stern.nyu.edu 917-379-9131 Office Hours: TBD Brief Course Description: This course covers the basic management principles of the advertising business. Students

More information

Making business simple...

Making business simple... Making business simple... Introduction 2 Contents Every business needs a Marketing Plan. This guide has been created to assist you in putting your Marketing Plan together. This guide will help you to indicate

More information