Marketing Communications of Trojan Condoms. By Shane Garvin

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "Marketing Communications of Trojan Condoms. By Shane Garvin"

Transcription

1 Marketing Communications of Trojan Condoms By Shane Garvin

2 2 Trojan condoms have been around since the early 1900 s and have been one of America s leading contraceptives (Trojan, 2010). Today, they are a huge business with over thirty varieties of their product and consider themselves to be America s leading condom choice. Some might say that it s the quality of the product that got them that title, but it was their advertising that really won over the nation. Since 2001 when condom commercials were first broadcasted by three major networks, that is when Trojan skyrocketed to success (Kaiser Network, 2001). We will take a closer look at the basic elements of communication process, the role of communications in marketing, and how the major variables in the communication system influence consumers processing of marketing communication messages for Trojan. Basic Elements of Communication The basic elements of communication include the source/sender, encoding, channel/message, decoding, and the receiver. Other elements that factor into this model are noise, response of the consumer, and feedback. Here are those elements in more detail. Source The source or sender is the person who sends out the information to a large group of people (Belch, 139, 2007). This person is either the organization itself or a specific person/celebrity sponsor. Trojan uses a simplistic approach and uses the organization itself as the sender of information. Encoding Encoding is the words, symbols, pictures, etc the company uses to represent the message they are sending to their target market (Belch, 139, 2007). Trojan does this

3 3 mainly through their logo, which is just a Trojan helmet. This has become the biggest identifier for Trojan. It was chosen to show protection and virility and has been most successful for the company (Health Guidance, 2010). Message The message is the actual information and meaning the source wants to convey to consumers. The messages that Trojan sends out are usually semiotic (finding meaning in words, symbols, gesture, etc.) (Belch, 140, 2007). The messages they send out are also usually targeted towards today s youth and use a combination of humor and awareness. For example, one ad campaign they used a pig to show that not wearing a condom makes you look like a fool (Newman, 2007). Channel The channel is the how they get the information to the receiver (Belch, 140, 2007). Trojan uses a mix of television, radio, and print to convey their messages (Trojan Condoms: Buy Trojan Condoms, 2010). These would be considered mass media, a type of nonpersonal communication, which are most common today. There is also a type of personal communication that is a little bit harder to measure and that would be word-of-mouth (DeWolf, 2008). This is the type of communication that we have with family, friends, and people we talk with on a daily basis (Belch, 141, 2007). Another type of nonpersonal communication Trojan uses is viral marketing. They have their own Facebook page, which also provides information about the company (Trojan Facebook, 2010). Receiver/Decoding

4 4 The receiver is the person who the sender shares their information with and would typically be described as the company s target market. We discussed previously that the nation s youth is a typical receiver of Trojan s messages. Decoding is how the receiver has interpreted the sender s message. They do this by using past experiences, perceptions of the company, and attitudes or also known as their field of experience (Belch, 142, 2007). For example, a potential customer of Trojan s products would either ask a friend how it worked for them or hear the overall positive attitude that consumers have towards their product before purchasing it. Noise Noise is anything that interferes with the communication process (Belch, 142, 2007). Trojan experienced noise with one of their ad campaigns when it was banned from television back in 2007 (Newman, 2010). Response/Feedback Response is the customer s reaction to the product (Belch, 142, 2007). Trojan has had a constant positive response from customers. This is measured by the increasing revenue they see each year and by being the best selling condom in America (Koerner, 2006). Feedback is the actual communication the receiver makes with the sender about the product (Belch, 142, 2007). Trojan allows constant feedback on their Facebook page where Trojan actually responds to comments made by consumers (Trojan Facebook, 2010). Role of Communication in Marketing Identifying Audience

5 5 A way for companies to use advertising more effectively is to define where their target market lies. Out of the four levels of audiences described in Belch s textbook, most of their marketing efforts are in the last level, which are mass markets and audiences. They do this because they have a product that can be used almost any age that is having protected sexual interactions (Belch, 145, 2007). However, some ways that Trojan could be placed in the third level of audiences (market segments) is where their advertisements are placed (Belch, 145, 2007). For instance, commercials can be played on certain networks at certain times when the market typically watches television. It was also shown that Trojan advertisements were placed more in men s magazines to appeal teen and young adult males (CPYU, 2007). Finally, Trojan also has shown that they target individuals with their Facebook page. They do this by allowing two-way communication between them and each consumer that comments or asks a question on the page (Trojan Facebook, 2010). Response Models Hierarchy of Effects Model This is the model that expresses how advertising works (Belch, 146, 2007). It illustrates six stages in which each has to occur in succession of the other. The first stage is awareness, where Trojan finds a way to get their name out there. They do this through their multiple channels of advertising. The next step in the hierarchy is knowledge. This is about letting the consumer know what the brand is about. Both of these stages are part of the cognitive process, which is what the receiver knows or perceives about the product or brand. In this process, the consumer has become familiar with the Trojan logo and now knows what it stands for (Rypen, 2010).

6 6 The next stage of the hierarchy is liking. This is the stage where the consumer expresses how they feel about a particular product. This leads to the stage of preference. These stages are different because a consumer can like a product, but it doesn t mean they prefer it to another one just like it. This is the stage where they decide if they want to make your product their number one preference. One of the last stages is conviction. This is where the customer doesn t even think twice about buying another product. This means when a consumer thinks of condoms, they wouldn t think about any other brand except for Trojan. These three stages fall into the affective process. This is where the consumer decides their liking for the product with many different levels (Rypen, 2010). The final stage of the hierarchy is purchase. It is quite obvious to why this final stage is different from all of the others including conviction. You can have conviction for a product and never get around to purchasing it, but in the purchase stage the consumer finally decides to stick with the product thus completing the Hierarchy of Effects Model. This final stage also falls into the behavioral process. This is where the consumer takes action, which is also known as either purchasing or not purchasing the product. This is the stage that Trojan strives for when creating their communication strategies (Rypen, 2010). Alternative Response Hierarchies There are three alternative response hierarchies that have different perceived product differentiation and involvement in the purchase. The Standard Learning Hierarchy engages the consumer before making the purchase. In Trojan s case, this means the customer would learn about the product, grow to like it, then purchase it after much research.

7 7 The Dissonance/Attribution Hierarchy is when a consumer has to choose between two or more alternatives right away then learns more about the product he/she chose from the get go. The consumer might even develop negative feelings towards the rejected alternatives. In Trojan s case, they don t necessarily have control over this situation. Their best bet would to brand the product as best as possible especially with packaging. They do this with their many varieties of products that differentiate from their competition. The last alternative hierarchy is the Low-Involvement Hierarchy, in which there isn t a huge difference among alternatives and the consumer doesn t partake in much research of the product. When there is low involvement and minimal research, consumers rely on what they see in magazines and television. This is where Trojan wins over most Americans because they are one of the only condom brands that advertise on a mass level. FCB Planning Model This model also has to do with involvement, but it also throws in two other categories: thinking and feeling. Based on Vaughn s research it seems that Trojan falls into the Self-Satisfaction square. This is the do-feel-learn model where there is low involvement in the process of purchasing this product. It also seems that this type of product is purchased based on the attention or media surrounding it. Whenever Trojan comes out with a new type of condom, they always find a way to create buzz around it. For example, the company has recently come out with a type of condom that appeals to both men and women. To advertise, they had a couple come into the convenience store after trying it and share their experience with it. It is advertising like this that stays in the

8 8 minds of viewers so they don t have to think as much, but just remember what they saw on television, heard on the radio or saw in a magazine to make a quick purchase decision. Cognitive Processing of Communications Cognitive Response Approach This approach is the receiver s response to advertising messages while reading, viewing, and/or hearing them. The first thought that pops up into their head is whether they are opposed of the message that is being said in the ad or do they support it; these are called counterarguments and supportive arguments. When consumers look at an advertisement from Trojan, the company wants them to support them right off the bat. This means that since they are a condom company, they don t want to put anything out there for the public to see that might offend anyone (Belch, 155, 2007). The second thought process is something that Trojan typically doesn t have to worry about since they don t have spokespeople. They have made it by for the past ninety years by using everyday people, which could be considered a source bolster or favorably received source of information (Belch, 156, 2007). The last thought is the overall impression of the ad itself or also known as the ad execution thoughts. Ad execution-related thoughts can be both favorable and unfavorable. The Trojan company has done something really amazing over the past ten years. They have taken something that most people wouldn t advertise to the masses and make it very commercial. However, most companies have their slip ups and Trojan is no exception. They had a commercial banned back in 2007 for not focusing enough on disease prevention and more emphasis on casual sex (Bull Dog Reporter, 2007). This relates to the next top of attitude toward the ad. If you come out with an unfavorable ad

9 9 campaign, customers will most likely have a negative attitude towards the ad and the brand itself (Belch, 156, 2007). With the exception of the one ad in 2007, Trojan has maintained a good reputation for well-executed and favorable ads in the US. Elaboration Likelihood Model (ELM) This was a model created to show how the persuasion of advertisements can persuade certain attitudes towards a product. It is functioned based on motivation and ability. These are key factors in deciphering between the central and peripheral routes to persuasion. The central route to persuasion means that the consumer is actively involved and has a high ability to evaluate messages. On the other hand, the peripheral route to persuasion shows the consumer as lacking motivation and/or ability. They more than likely do not engage in cognitive thinking and rely on their peripheral cues to evaluate ad criteria (Belch, 158, 2007). When it comes to Trojan, the company would hope that the customer is doing research and finding the best contraceptive there is out there (the Trojan brand). However, more than likely, consumers are using their own peripheral cues from advertisements to guide them to purchase the Trojan brand. Again, they rely on the advertisements they ve seen on TV and in the corner of their eye since they were little. Conclusion Trojan condoms are the number-one selling condoms in America. They advertise on a national level and that is what separates them from their competition. We learned about the different channels they use in the basic communication process, that people rely on those advertisements to choose the Trojan brand and that they remember those ads when it comes down to finally purchasing the product. That is why Trojan takes up more than 70% of the market share of condoms in America (The Other Trojan War, 2006).

10 10 Hopefully they can continue that success overseas and be the number one condom in the world.

11 11 References 1. "3-D Review - Trojan Condom Ad." CPYU The Center for Parent/Youth Understanding - Home Web. 30 Nov < 2. Belch, George E., and Michael A. Belch. Advertising and Promotion: an Integrated Marketing Communications Perspective. Boston, MA: McGraw-Hill Irwin, Print. 3. DeWolf, Erica. "Word of Mouth Marketing: Measurable?" EMarketing & New Media. 8 Aug Web. 30 Nov < 4. "Hierarchy-of-Effects Model." Rypen. 21 Mar Web. 30 Nov < 5. Koerner, Brendan I. "What's the Best-selling Condom in America?" Slate Magazine. 29 Sept Web. 30 Nov < 6. Newman, Andrew A. "Pigs With Cell Phones, But No Condoms." NY Times. 18 June Web. 30 Nov < 7. Newman, Andrew A. "Trojan Makes Concessions to Place a Suggestive Ad." NY Times. 27 Sept Web. 30 Nov < 8. "Special Report The Changing Standards of Condom Advertising on American Television." Kaiser Health News. 19 June Web. 30 Nov <

12 12 9. "Trojan Condoms - A Taste of Marketing Creativity." Health Guidance - Free Health Articles Web. 30 Nov < Creativity.html>. 10. "Trojan Condoms, Condom Brands, Buy Trojan Condoms." Discount Condom King Web. 30 Nov < 11. "Trojan Condoms." Facebook-Trojan Condoms Web. 30 Nov < 12. Trojan-About Us. Trojan Condoms, Web. 30 Nov < 13. "Trojan's New Condom Ad Doesn't Fly with Some Networks: Spokespeople Say Spot Focuses Too Much on Casual Sex, Not Enough on Health Risks." Bulldog Reporter. Web. 30 Nov < Publications::Article&mid=8F3A F18BE895F87F791&tier=4&id=A1B8 BFCDBB1E47B6A63BE146210F1A5B>.

The Communication Process - Source, Message & Channel Factors. Con Stavros. Model of Communication. A Basic Model of Communication

The Communication Process - Source, Message & Channel Factors. Con Stavros. Model of Communication. A Basic Model of Communication The Communication Process - Source, Message & Channel Factors Con Stavros A Basic Model of Communication SOURCE - person or organisation who has information to share. The source/sender encodes the message

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

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

Chapter 1. An Introduction to Integrated Marketing Communications

Chapter 1. An Introduction to Integrated Marketing Communications Chapter The Role of Marketing An Introduction to Integrated Marketing Communications - Exchange: Two or more parties give something that has value to one another and it is a way to communicate among parties.

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

Why Your Business Needs a Website: Ten Reasons. Contact Us: 727.542.3592 Info@intensiveonlinemarketers.com

Why Your Business Needs a Website: Ten Reasons. Contact Us: 727.542.3592 Info@intensiveonlinemarketers.com Why Your Business Needs a Website: Ten Reasons Contact Us: 727.542.3592 Info@intensiveonlinemarketers.com Reason 1: Does Your Competition Have a Website? As the owner of a small business, you understand

More information

REPUTATION MANAGEMENT SURVIVAL GUIDE. A BEGINNER S GUIDE for managing your online reputation to promote your local business.

REPUTATION MANAGEMENT SURVIVAL GUIDE. A BEGINNER S GUIDE for managing your online reputation to promote your local business. REPUTATION MANAGEMENT SURVIVAL GUIDE A BEGINNER S GUIDE for managing your online reputation to promote your local business. About Main Street Hub: Main Street Hub is the voice for more local businesses

More information

Exploring Media. Time. Activity Overview. Activity Objectives. Materials Needed. Trainer s Preparation. 30 minutes

Exploring Media. Time. Activity Overview. Activity Objectives. Materials Needed. Trainer s Preparation. 30 minutes Exploring Media Time 30 minutes Activity Overview This module provides an introduction into how the curriculum defines media and its purposes. Activities allow participants to brainstorm the many types

More information

INTEGRATED MARKETING COMMUNICATIONS COURSE SYLLABUS

INTEGRATED MARKETING COMMUNICATIONS COURSE SYLLABUS INTEGRATED MARKETING COMMUNICATIONS COURSE SYLLABUS Course Title: Integrated Marketing Communications (Online) Quarter: Summer 2010 Dates: July 1 September 16, 2010 Instructor: David G. Mahal dgmahal@ucla.edu

More information

An Illustrative Communication Strategy for Female Condoms: Step 4 (Design Message Strategy) 1. Step 4: Design Message Strategy OBJECTIVES

An Illustrative Communication Strategy for Female Condoms: Step 4 (Design Message Strategy) 1. Step 4: Design Message Strategy OBJECTIVES An Illustrative Communication Strategy for Female Condoms: Step 4 (Design Message Strategy) 1 Step 4: Design Message Strategy OBJECTIVES Demand generation objectives should articulate clearly what activities

More information

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs.

MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs. MKTG 680 Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion Global Marketing Communications The primary purpose of marketing communications is to tell

More information

Get your Business Facebook Page Up and Running Like a Pro!

Get your Business Facebook Page Up and Running Like a Pro! Get your Business Facebook Page Up and Running Like a Pro! The time has passed when it is just a good idea to use Facebook for your business. Today, it is almost essential to your marketing strategy and

More information

Get New Customers With YouTube Advertising

Get New Customers With YouTube Advertising Get New Customers With YouTube Advertising What We Do We produce a 30 second video We find your target audience We keep you informed with reports Free of Charge We ensure that the right people see your

More information

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

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

More information

Christopher Seder Affiliate Marketer

Christopher Seder Affiliate Marketer This Report Has Been Brought To You By: Christopher Seder Affiliate Marketer TABLE OF CONTENTS INTRODUCTION... 3 NOT BUILDING A LIST... 3 POOR CHOICE OF AFFILIATE PROGRAMS... 5 PUTTING TOO MANY OR TOO

More information

The Marketer s Guide To Building Multi-Channel Campaigns

The Marketer s Guide To Building Multi-Channel Campaigns The Marketer s Guide To Building Multi-Channel Campaigns Introduction Marketing is always changing. Currently there s a shift in the way we talk to customers and potential customers. Specifically, where

More information

How To Set Up A Video Email Referral Marketing Campaign That Spits Out Referrals & Repeat Business

How To Set Up A Video Email Referral Marketing Campaign That Spits Out Referrals & Repeat Business How To Set Up A Video Email Referral Marketing Campaign That Spits Out Referrals & Repeat Business 1 The Key To Long Lasting Referral & Repeat Business Lead Generation Before we get started here s something

More information

cprax Internet Marketing

cprax Internet Marketing cprax Internet Marketing cprax Internet Marketing (800) 937-2059 www.cprax.com Table of Contents Introduction... 3 What is Digital Marketing Exactly?... 3 7 Digital Marketing Success Strategies... 4 Top

More information

50 Tough Interview Questions

50 Tough Interview Questions You and Your Accomplishments 1. Tell me a little about yourself. 50 Tough Interview Questions Because this is often the opening question, be careful that you don t run off at the mouth. Keep your answer

More information

Persuasion: What the Research Tells Us

Persuasion: What the Research Tells Us : What the Research Tells Us J o A n n e Y a t e s We have seen that in all communication, whether persuasive or not, you should consider the audience, your credibility, your purpose, and the context of

More information

AIA Michigan s Social Media Marketing Course

AIA Michigan s Social Media Marketing Course AIA Michigan s Social Media Marketing Course Welcome to the AIA Michigan s Social Media Marketing Course You are now officially on your way to getting a strong foundation of how you can market your business

More information

Five Key Questions of Media Literacy. Five Core Concepts

Five Key Questions of Media Literacy. Five Core Concepts PMS 187 U Five Key Questions of Media Literacy 2005 / Center for Media Literacy PMS 187 C 1. 2. Who created this message? What creative techniques are used to attract my attention? 3. How might different

More information

Advertising Strategy Advertising, Design & Creative Aspects of Marketing Communications

Advertising Strategy Advertising, Design & Creative Aspects of Marketing Communications Advertising, Design & Creative Aspects of Marketing Communications Chris Price- International Director, MJD Consultancy If you don t do any advertising/marketing promotions (with good creative) something

More information

Ten Tips for Parents. To Help Their Children Avoid Teen Pregnancy

Ten Tips for Parents. To Help Their Children Avoid Teen Pregnancy Ten Tips for Parents To Help Their Children Avoid Teen Pregnancy Ten Tips for Parents To Help Their Children Avoid Teen Pregnancy The National Campaign to Prevent Teen Pregnancy has reviewed research

More information

Evan Krauss, EVP of advertising sales at Shazam

Evan Krauss, EVP of advertising sales at Shazam Evan Krauss, EVP of advertising sales at Shazam by wearetelescopic - Wednesday, May 16, 2012 https://www.jwtintelligence.com/2012/05/qa-evan-krauss-evp-of-advertising-sales-at-shazam/ When Evan Krauss

More information

ONLINE SAFETY TEACHER S GUIDE:

ONLINE SAFETY TEACHER S GUIDE: TEACHER S GUIDE: ONLINE SAFETY LEARNING OBJECTIVES Students will learn how to use the Internet safely and effectively. Students will understand that people online are not always who they say they are.

More information

Socialization From Infancy to Old Age A. Socialization and the Self self a. Self-identity Socialization

Socialization From Infancy to Old Age A. Socialization and the Self self a. Self-identity Socialization I. Socialization From Infancy to Old Age A. Socialization and the Self 1. Over our lives, we develop a sense of self: a perception of being a distinct personality with a distinct identity. a. Self-identity:

More information

The term Guerrilla Marketing is often used in marketing textbooks and has become an extremely popular and successful in the marketing world.

The term Guerrilla Marketing is often used in marketing textbooks and has become an extremely popular and successful in the marketing world. Guerrilla Marketing The term Guerrilla Marketing was invented as an unusual, non traditional promotion that heavily depends on time, energy, and lots of imagination as appose to a huge marketing cost.

More information

Communication Process

Communication Process Welcome and Introductions Lesson 7 Communication Process Overview: This lesson teaches learners to define the elements of effective communication and its process. It will focus on communication as the

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

This Report Brought To You By:

This Report Brought To You By: This Report Brought To You By: Gregory Movsesyan SoftXML - Target your market audience Visit Us At: http://www.softxml.com 1 Legal Notice While attempts have been made to verify information provided in

More information

The Power of Relationships

The Power of Relationships The Power of Relationships How to build long-lasting customer relationships to help you do more business 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business When

More information

Secrets of Direct Mail Copy

Secrets of Direct Mail Copy Secrets of Direct Mail Copy Most of content marketing deals with mediums such as blogs, articles, and white papers. This kind of writing is more latent in nature after all, most of the time people interact

More information

040070307 Integrated Marketing Communication QUESTION BANK

040070307 Integrated Marketing Communication QUESTION BANK QUESTION BANK TRUE/FALSE 1. Marketing communications play an important role for all companies. 2. According to a recent study, integrated marketing communications is seldom employed by business-to-business

More information

Key #1 - Walk into twenty businesses per day.

Key #1 - Walk into twenty businesses per day. James Shepherd, CEO You can be successful in merchant services. You can build a residual income stream that you own. You can create lasting relationships with local business owners that will generate referrals

More information

Five Mistakes People Make Reading Body Language And Five Nonverbal Signals That Send Positive Messages

Five Mistakes People Make Reading Body Language And Five Nonverbal Signals That Send Positive Messages Five Mistakes People Make Reading Body Language And Five Nonverbal Signals That Send Positive Messages This is one of a series of occasional papers by The Dilenschneider Group to bring clients and friends

More information

Monetizing Mobile. How Broadcasters Can Generate Revenue With Mobile Apps. 2016 jācapps

Monetizing Mobile. How Broadcasters Can Generate Revenue With Mobile Apps. 2016 jācapps Monetizing Mobile How Broadcasters Can Generate Revenue With Mobile Apps 2016 jācapps Contents Mobile Revenue Growth 4 5 Principles for Monetizing Mobile. 6 1: An Ad is Not an Ad 7 2: Embrace What Differentiates

More information

The Perfect (Elevator) Pitch

The Perfect (Elevator) Pitch SPEAKING OF BUSINESS AUSTIN CORNELIO The Perfect (Elevator) Pitch It's a skill every businessperson needs. How to create it, rehearse it, and tailor it for a specific audience By Aileen Pincus One of the

More information

15 of the following T/F and Multiple Choice questions will appear on the final exam.

15 of the following T/F and Multiple Choice questions will appear on the final exam. Chapter 18 Social Effects of Mass Communication 15 of the following T/F and Multiple Choice questions will appear on the final exam. True/False The catharsis theory says that exposure to violent media

More information

CREATIVE S SKETCHBOOK

CREATIVE S SKETCHBOOK Session Plan for Creative Directors CREATIVE S SKETCHBOOK THIS SKETCHBOOK BELONGS TO: @OfficialSYP 1 WELCOME YOUNG CREATIVE If you re reading this, it means you ve accepted the We-CTV challenge and are

More information

Digital Marketing VS Internet Marketing: A Detailed Study

Digital Marketing VS Internet Marketing: A Detailed Study Digital Marketing VS Internet Marketing: A Detailed Study 1 ATSHAYA S, 2 SRISTY RUNGTA 1,2 Student- Management Studies Christ University, Bengaluru, Karnataka, India Abstract: The article talk about digital

More information

Analyzing the Impact of Social Media From Twitter to Facebook

Analyzing the Impact of Social Media From Twitter to Facebook Analyzing the Impact of Social Media From Twitter to Facebook Analyzing the Impact of Social Media: From Twitter to Facebook Engaging and monitoring the new world of social media are the big first steps,

More information

Teenage Pregnancy and Sexual Health Marketing Strategy November 2009

Teenage Pregnancy and Sexual Health Marketing Strategy November 2009 Teenage Pregnancy and Sexual Health Marketing Strategy November 2009 Produced by Partners Andrews Aldridge and Fuel Data Strategies on behalf of the Department of Health and the Department for Children,

More information

101 IELTS Speaking Part Two tasks about the Past, Present and Future

101 IELTS Speaking Part Two tasks about the Past, Present and Future 101 IELTS Speaking Part Two tasks about the Past, Present and Future The most challenging and least likely tasks in the exam are the tasks that are mainly about the future (towards the bottom below), with

More information

Leadership, Attitude, Performance...making learning pay! Go Beyond the Sale. Customer Service in Selling. More than a department

Leadership, Attitude, Performance...making learning pay! Go Beyond the Sale. Customer Service in Selling. More than a department AP Selling LAP 130 Performance Indicator: SE:076 Go Beyond the Sale Leadership, Attitude, Performance...making learning pay! Customer Service in Selling Crush the competition More than a department Can

More information

Lesson Plan. Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media. Performance Objective:

Lesson Plan. Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media. Performance Objective: Lesson Plan Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media Performance Objective: After completing this lesson, the student will understand that Advertising

More information

CHAPTER 3 HOW TO WRITE THE JOB AD EMPLOYMENT OFFICE EVERYTHING ELSE LOOKS PREHISTORIC

CHAPTER 3 HOW TO WRITE THE JOB AD EMPLOYMENT OFFICE EVERYTHING ELSE LOOKS PREHISTORIC EMPLOYMENT OFFICE EVERYTHING ELSE LOOKS PREHISTORIC CHAPTER 3 HOW TO WRITE THE JOB AD Screening products - Recruitment Marketing & Branding - E-recruitment Chapter 3: How to Write the Job Ad Create the

More information

encoding communication decoding participants context messages meanings physical context social context symbols Chapter 1 Chapter 1 Chapter 1 Chapter 1

encoding communication decoding participants context messages meanings physical context social context symbols Chapter 1 Chapter 1 Chapter 1 Chapter 1 communication encoding participants decoding messages context meanings physical context symbols social context the process of putting our thoughts and feelings into words and non-verbal cues the process

More information

HOW TO PREPARE FOR YOUR PARENT INTERVIEW By The Testing Mom

HOW TO PREPARE FOR YOUR PARENT INTERVIEW By The Testing Mom HOW TO PREPARE FOR YOUR PARENT INTERVIEW By The Testing Mom If you are applying to a private kindergarten, the parent interview is just one of the hoops you ll be jumping through. Many gifted programs,

More information

1. Product Life Cycle of Vitamin water

1. Product Life Cycle of Vitamin water 1. Product Life Cycle of Vitamin water We believed that vitamin water is in its Maturity stage of the Product Life Cycle. The product was launched in the U.S around the year of 2000. Most people are already

More information

Planning a Successful Facebook Fan Promotion

Planning a Successful Facebook Fan Promotion Planning a Successful Facebook Fan Promotion 10 things you need to do to make your campaign a success 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business What is

More information

Effective Brochure Design How To Create Brochures That Get Action

Effective Brochure Design How To Create Brochures That Get Action Professional Advertising Seriously Effective Print Advertising Effective Brochure Design How To Create Brochures That Get Action What is the purpose of your brochure? Is your brochure an advertisement?

More information

Predicting Box Office Success: Do Critical Reviews Really Matter? By: Alec Kennedy Introduction: Information economics looks at the importance of

Predicting Box Office Success: Do Critical Reviews Really Matter? By: Alec Kennedy Introduction: Information economics looks at the importance of Predicting Box Office Success: Do Critical Reviews Really Matter? By: Alec Kennedy Introduction: Information economics looks at the importance of information in economic decisionmaking. Consumers that

More information

Brought to you by. Technology changes fast. From new apps to digital marketing, it can feel impossible to keep up.

Brought to you by. Technology changes fast. From new apps to digital marketing, it can feel impossible to keep up. 1 Brought to you by Technology changes fast. From new apps to digital marketing, it can feel impossible to keep up. At The Paperless Agent, our mission is to help real estate professionals from all experience

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

How the Internet has Impacted Marketing?

How the Internet has Impacted Marketing? Online Marketing and Social Media ( Module 1 ) How the Internet has Impacted Marketing? The internet has developed very rapidly as a major force in the marketing equation for many consumer products. Not

More information

You are the average of the five people you spend the most time with.' Jim Rohn on the power of influencers. CoreyQuinn.com 2

You are the average of the five people you spend the most time with.' Jim Rohn on the power of influencers. CoreyQuinn.com 2 You are the average of the five people you spend the most time with.' Jim Rohn on the power of influencers CoreyQuinn.com 2 In This Guide, You ll Learn: ü What An Influencer Is ü What Influencer Marketing

More information

Carl Weisman Q&A So Why Have You Never Been Married?

Carl Weisman Q&A So Why Have You Never Been Married? Carl Weisman Q&A So Why Have You Never Been Married? 1. Why did you write So Why Have You Never Been Married? I wrote the book because I honestly could not answer the question Why have I never been married?

More information

Daniel Mlynář, Sales and Marketing Director, WDF Web Design Factory written for the Marketing & Media magazine

Daniel Mlynář, Sales and Marketing Director, WDF Web Design Factory written for the Marketing & Media magazine Case studies Case study Online advertising: New types of traditional online advertising Daniel Mlynář, Sales and Marketing Director, WDF Web Design Factory written for the Marketing & Media magazine The

More information

In this age of mobile revolution, it is extremely important to stay in touch with technology at all times. Bulk SMS are the fastest way for conveying

In this age of mobile revolution, it is extremely important to stay in touch with technology at all times. Bulk SMS are the fastest way for conveying In this age of mobile revolution, it is extremely important to stay in touch with technology at all times. Bulk SMS are the fastest way for conveying information within groups to several members, just

More information

MANAGING YOUR EMAIL LIST

MANAGING YOUR EMAIL LIST MANAGING YOUR EMAIL LIST Ensuring you reach the right people at the right time with a relevant message. 866.915.9465 www.delivra.com 2013 Delivra Professional Email Marketing Software and Consulting 2

More information

KNOWing Tobacco and the Media Deconstructing Tobacco Advertising

KNOWing Tobacco and the Media Deconstructing Tobacco Advertising KNOWing Tobacco and the Media Activity Key Concepts: 1. Media is produced by people following a format. 2. A media product is a construction of a reality. It has an aesthetic quality and style. 3. Media

More information

The Top 5 Lessons Every Small Business Owner Needs to Learn to be Successful in Today s Unforgiving Business Climate TOP

The Top 5 Lessons Every Small Business Owner Needs to Learn to be Successful in Today s Unforgiving Business Climate TOP 5The TOP LESSONS EVERY SMALL BUSINESS OWNER NEEDS TO LEARN TO BE SUCCESSFUL IN TODAY S UNFORGIVING BUSINESS CLIMATE Lessons learned Change happens to you or with you We ve been working with small businesses

More information

webinars creating blog posts customer quotes CONTENT MARKETING for MINISTRIES video tutorials lead strategy inform sharing A publication of

webinars creating blog posts customer quotes CONTENT MARKETING for MINISTRIES video tutorials lead strategy inform sharing A publication of creating webinars customer quotes blog posts CONTENT MARKETING for MINISTRIES 1 1 video tutorials lead strategy sharing inform A publication of Content Marketing 101 Whether you ve attended a webinar,

More information

Television Advertising is a Key Driver of Social Media Engagement for Brands TV ADS ACCOUNT FOR 1 IN 5 SOCIAL BRAND ENGAGEMENTS

Television Advertising is a Key Driver of Social Media Engagement for Brands TV ADS ACCOUNT FOR 1 IN 5 SOCIAL BRAND ENGAGEMENTS Television Advertising is a Key Driver of Social Media Engagement for Brands TV ADS ACCOUNT FOR 1 IN 5 SOCIAL BRAND ENGAGEMENTS Executive Summary Turner partnered with 4C to better understand and quantify

More information

BOOST SALES & INCREASE CUSTOMER LOYALTY WITH A REFERRAL PROGRAM A WHITE PAPER

BOOST SALES & INCREASE CUSTOMER LOYALTY WITH A REFERRAL PROGRAM A WHITE PAPER BOOST SALES & INCREASE CUSTOMER LOYALTY WITH A REFERRAL PROGRAM $ A WHITE PAPER Contents 1 Boost Sales and Increase Customer Loyalty with a Referral Program 2 Executive Summary 3 The Speed of Business

More information

Augmented reality enhances learning at Manchester School of Medicine

Augmented reality enhances learning at Manchester School of Medicine Augmented reality enhances learning at Manchester School of Medicine Welcome to the Jisc podcast. The University of Manchester is taking a unique approach to prescription training for its medical students

More information

How to Brief an Agency

How to Brief an Agency How to Brief an Agency Contents: Introduction - Introduction - What makes a good brief? - Important Steps to take - Finalising the Brief - Evaluating the Agency's proposal Giving a thorough brief to your

More information

'NETFLIX AND OTHER GLOBAL PLAYERS WILL NOT JEOPARDIZE US'

'NETFLIX AND OTHER GLOBAL PLAYERS WILL NOT JEOPARDIZE US' DRAŽEN MAVRIĆ, PRESIDENT OF THE MANAGEMENT BOARD AT NOVA TV 'NETFLIX AND OTHER GLOBAL PLAYERS WILL NOT JEOPARDIZE US' Almost everything they offer is already available through various other services. There

More information

Measuring Print Advertising

Measuring Print Advertising Print article Close window Measuring Print Advertising By Bill McBride Over the past 50 years, great progress has been made in developing print communications research techniques that help us understand

More information

Social media is a powerful tool. Many people are well aware of this and with the 1.6 billion people on Facebook, surely that is enough to at least

Social media is a powerful tool. Many people are well aware of this and with the 1.6 billion people on Facebook, surely that is enough to at least Social media is a powerful tool. Many people are well aware of this and with the 1.6 billion people on Facebook, surely that is enough to at least consider being there to promote your business? Today,

More information

TABLE OF CONTENTS. 3: INtro. 4: Step 1. 7: Step 2. 10: Step 3. 13: Step 4. 16: Step 5 19: CONCLUSION.

TABLE OF CONTENTS. 3: INtro. 4: Step 1. 7: Step 2. 10: Step 3. 13: Step 4. 16: Step 5 19: CONCLUSION. Free Download TABLE OF CONTENTS 3: INtro 4: Step 1 7: Step 2 10: Step 3 13: Step 4 16: Step 5 19: CONCLUSION 2 intro Welcome to the new world of digital media and internet business. In this world anything

More information

Drop Shipping ebook. What s the Deal with Drop Shipping?

Drop Shipping ebook. What s the Deal with Drop Shipping? What s the Deal with Drop Shipping? How would you like to start an online store with minimal upfront investment and be able to run your business from anywhere in the world? Better yet, have someone else

More information

WSI White Paper. Prepared by: Eric Cook Digital Marketing Consultant, WSI

WSI White Paper. Prepared by: Eric Cook Digital Marketing Consultant, WSI Blogging to Build a Reputation Online WSI White Paper Prepared by: Eric Cook Digital Marketing Consultant, WSI Introduction Dear Diary, you wouldn t believe what happened to me today... To some of you,

More information

A Guide to Social Media Marketing for Contractors

A Guide to Social Media Marketing for Contractors A Guide to Social Media Marketing for Contractors Belynda Holt Pinto, Director of Operations Mike Holt Enterprises The way companies market their services is in transition, and keeping up with those changes

More information

EMILY WANTS SIX STARS. EMMA DREW SEVEN FOOTBALLS. MATHEW BOUGHT EIGHT BOTTLES. ANDREW HAS NINE BANANAS.

EMILY WANTS SIX STARS. EMMA DREW SEVEN FOOTBALLS. MATHEW BOUGHT EIGHT BOTTLES. ANDREW HAS NINE BANANAS. SENTENCE MATRIX INTRODUCTION Matrix One EMILY WANTS SIX STARS. EMMA DREW SEVEN FOOTBALLS. MATHEW BOUGHT EIGHT BOTTLES. ANDREW HAS NINE BANANAS. The table above is a 4 x 4 matrix to be used for presenting

More information

PUBLIC SPEAKING GUIDE

PUBLIC SPEAKING GUIDE PUBLIC SPEAKING GUIDE Please direct all queries to Jordi Lockhart, the competition convenor, who can be contacted at: jordi.lockhart@ 2 CONTENTS INTRODUCTION PAGE 3 ADVICE FOR PREPARED SPEECHED PAGE 4

More information

Check Out These Wonder Tips About Reputation Management In The Article Below

Check Out These Wonder Tips About Reputation Management In The Article Below Check Out These Wonder Tips About Reputation Management In The Article Below In the business world, reputation is just about everything. Without a good reputation, a business will have a hard time flourishing.

More information

Sexual Attitudes, Values, and Beliefs

Sexual Attitudes, Values, and Beliefs Wiederman 1 Sexual Attitudes, Values, and Beliefs Most people are too focused on sexual activity they think it is more important than it really is. Do you agree or disagree with this statement? What is

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

SMART Guide to Digital Marketing Success in 2016.

SMART Guide to Digital Marketing Success in 2016. SMART Guide to Digital Marketing Success in 2016. 2016 CDK Global, LLC CDK Global is a trademark of CDK Global, LLC. In 2016, digital marketing is no longer optional. It s required. Your online audience

More information

100 Ways To Improve Your Sales Success. Some Great Tips To Boost Your Sales

100 Ways To Improve Your Sales Success. Some Great Tips To Boost Your Sales 100 Ways To Improve Your Sales Success Some Great Tips To Boost Your Sales 100 Ways To Improve Your Sales Success By Sean Mcpheat, Managing Director Of The Sales Training Consultancy What makes a successful

More information

Point of View, Perspective, Audience, and Voice

Point of View, Perspective, Audience, and Voice Lesson Da 2 Day 1 Point of View, Perspective, Audience, and Voice A story can be told from more than one point of view. If a story is written by someone who is a character in the story, then it is said

More information

Module - 6 CONSUMER BEHAVIOR

Module - 6 CONSUMER BEHAVIOR Module - 6 CONSUMER BEHAVIOR Sangeeta Sahney Assistant Professor, Indian Institute of Technology Kharagpur, India Email. sahney@vgsom.iitkgp.emit.in Joint Initiative IITs and IISc Funded by MHRD - 1 -

More information

Video Marketing for Financial Advisors

Video Marketing for Financial Advisors Video Marketing for Financial Advisors How financial advisors can use online video to attract prospects and enhance their reputation Make It A Great Day, Inc. Email: info@miagd.com Phone: (360) 335-3393

More information

Let s start with a couple of definitions! 39% great 39% could have been better

Let s start with a couple of definitions! 39% great 39% could have been better Do I have to bash heads together? How to get the best out of your ticketing and website integration. Let s start with a couple of definitions! Websites and ticketing integrations aren t a plug and play

More information

DEVELOPING A SOCIAL MEDIA STRATEGY

DEVELOPING A SOCIAL MEDIA STRATEGY DEVELOPING A SOCIAL MEDIA STRATEGY Creating a social media strategy for your business 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Video Tutorials 3 Getting Started with Social

More information

Presentation of data

Presentation of data 2 Presentation of data Using various types of graph and chart to illustrate data visually In this chapter we are going to investigate some basic elements of data presentation. We shall look at ways in

More information

International IPTV Consumer Readiness Study

International IPTV Consumer Readiness Study International IPTV Consumer Readiness Study Methodology The Accenture International IPTV Study is based on structured telephone interviews using a standard questionnaire and quantitative analysis methods

More information

Social Media for Small Business

Social Media for Small Business Social Media for Small Business Social Media...Use it correctly and it s free advertising that comes with the voices and opinions of real users. The Social Media For Small Business Marketing Framework

More information

Understanding Public Communication

Understanding Public Communication Understanding Public Communication The ability to use symbols, create meaning, and communicate ideas defines what it means to be human. To be sure, many different species communicate in their own way dogs

More information

We Add Vibe to Brands Worldwide

We Add Vibe to Brands Worldwide www.advybepr.com AD VYBE COMMUNICATION Press Release December 2012 Communicate with the world using mass media solutions We Add Vibe to Brands Worldwide ADDING VIBE TO BRANDS On National Cable Television

More information

Product core digital assets Campaign website http://www.oldspice.com/en-us/home-page.aspx. https://twitter.com/oldspice

Product core digital assets Campaign website http://www.oldspice.com/en-us/home-page.aspx. https://twitter.com/oldspice ASSIGNMENT: Integrated Marketing Campaign Assessment Description: Identify an integrated marketing campaign from a product that you really like and provide a comprehensive assessment based on criteria

More information

People are People & Ads are Ads. Perspectives on B2B Copy Testing March 19, 2007

People are People & Ads are Ads. Perspectives on B2B Copy Testing March 19, 2007 People are People & Ads are Ads Perspectives on B2B Copy Testing March 19, 2007 My Perspective 15+ years experience Testing ads Briefing ads Making ads Developing ad strategies 1000 s of ads Mostly B2C,

More information

Marketing Plan For Public Craft Brewing Compesed and Written by:

Marketing Plan For Public Craft Brewing Compesed and Written by: Marketing Plan For Public Craft Brewing Compesed and Written by: Graham Welch Scott Geiger Meghan Navarre Paige Preusse 1 Executive Summary: Being a locally brewed beer is something that Public Craft Brewery

More information

Interview with David Bouthiette [at AMHI 3 times] September 4, 2003. Interviewer: Karen Evans

Interview with David Bouthiette [at AMHI 3 times] September 4, 2003. Interviewer: Karen Evans Interview with David Bouthiette [at AMHI 3 times] September 4, 2003 Interviewer: Karen Evans KE: What we are going to talk about first are your experiences while you were at AMHI, and then we will go on

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

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

Do you wish you could attract plenty of clients, so you never have to sell again?

Do you wish you could attract plenty of clients, so you never have to sell again? The 9 Secrets to Signing up Clients Without Selling Do you wish you could attract plenty of clients, so you never have to sell again? Imagine having an endless supply of great clients who approach you

More information

SaaS Marketing: 10 marketing strategies to help SaaS providers improve engagement, data capture and conversion

SaaS Marketing: 10 marketing strategies to help SaaS providers improve engagement, data capture and conversion SaaS Marketing: 10 marketing strategies to help SaaS providers improve engagement, data capture and conversion A TSMA Guide T: 0330 223 3270 E: hello@tsma.agency W: www.tsma.agency The SaaS Award Marketing

More information