Using Effective Promotions

Size: px
Start display at page:

Download "Using Effective Promotions"

Transcription

1 Chapter 16 Using Effective s McGraw-Hill/Irwin Copyright 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2 Chapter Sixteen NAME that COMPANY This beverage company has 8.5 million Facebook fans. It posts two daily messages and then monitors how many times each message is reviewed, how many times it is shared, and what the fan response to the messages is. It also uses Facebook to test potential ads before airing them on traditional media like TV. Name that company! Dr. Pepper 16-5

3 and the Mix LG1 PROMOTION in an ORGANIZATION Mix Combination of four promotional tools 16-6

4 the Mix LG1 INTEGRATED MARKETING Integrated Marketing Communication (IMC) Combines the promotional tools into one strategy Creates positive brand image Meet the needs of consumers Meet the strategic goals Steps in a al Campaign 1. Identify a target market 2. Define objectives 3. Determine budget 4. Develop unifying message 5. Implement the plan 6. Evaluate effectiveness

5 : Informing, Persuading and Reminding LG2 ADVERTISING in the FIRM -- Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message. Major goals of advertising: - Inform - Persuade - Remind 16-12

6 : Informing, Persuading and Reminding LG2 SOCIAL MEDIA ADVERTISING Social media advertising is growing so fast, marketers can t keep up. Starbucks has over 12 million followers on Twitter McDonald s has over 7 million fans on Facebook Do you follow any companies on Twitter or Facebook?

7 Television LG2 POPULAR ADVERTISING MEDIA TV advertising is still the dominant media Digital Video Recorders (DVRs) challenge TV advertising because viewers can skip ads. Product Placement -- Advertisers pay to put their products into TV shows and movies where the audience will see them.

8 Television LG2 WHAT IF BUDGET IS SMALL? VIDEO oxo (7 min) Brand Management & Budget Paper: 1. Rather than print/tv, how do they communicate with their market? 2. Would you consider brand management or advertising as a career? Why?

9 Making Ethical Decisions PAY-PER-TWEET Celebrities can earn large sums of money just buy mentioning a product or site in their tweets Do you think it s ethical for celebrities to get paid to tweet prewritten ads that appear to be their own personal comments? 16-26

10 Personal : Providing Personal Attention LG3 PERSONAL SELLING Personal -- The face-to-face presentation and promotion of a product, including the salesperson s search for new prospects and follow-up service. Listen to customer needs Help reach a solution Do everything possible to make the transaction as simple as possible

11 Steps in the Process LG3 RELATIONSHIP-BASED SELLING PROCESS VIDEO Medtronic (6 min) hip-based Paper: 1. What barriers did they face in sales? 2. How did they build relationships? 3. Would you consider sales as a career? Why? 16-33

12 : Building hips LG4 PUBLIC RELATIONS (PR) Evaluates public attitudes, then changes policies and procedures in response to the public, and executes a program of action and information to earn public understanding and acceptance 3 steps of a good PR program: 1) Listen to the public 2) Change policies and procedures 3) Inform people you re responsive to their needs

13 ity: The Talking Arm of PR LG4 PUBLICITY ity Information about an individual, product or organization that s distributed to the public through the media and is not paid for or controlled by the seller (Press Releases) Advantages of ity: - Free - Reaches people who would not look at an advertisement - More believable than advertising

14 : Giving Buyers Incentives LG5 SALES PROMOTIONS Stimulate consumer purchasing and dealer interest by means of short-term activities Categories of s B2B Trade shows, Contests Consumer Costco free food, Coupons

15 Viral Marketing LG6 EMERGING PROMOTIONAL TOOLS Viral Marketing Paying customers to say positive things on the Internet or setting up multiple selling schemes whereby consumers get commissions. People who promote through viral marketing often receive SWAG which can include free tickets, shirts, and other merchandise

16 Mobile Media LG6 MOBILE MEDIA Marketers make use of cell phones to text customers about product offers and other company information

17 al Strategies LG6 PUSH, PULL, AND PICK PROMOTIONAL STRATEGIES Push Strategy (work with intermediaries), personal selling, sales promotion, and other tools to get their products stocked on shelves Sell out your existing supply of product Pull Strategy (work with end users) Heavy advertising and sales promotions efforts towards consumers and gets the public to request their products from retailers Generate interest so customers seek out your product

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion Chapter 17 promotional concepts and strategies Section 17.1 Section 17.2 Types of Promotion Section 17.1 IMAGINE What might happen if business did not promote their products? Section 17.1 Explain the role

More information

Noise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions

Noise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions Learning Objective 01 Chapter 13 Marketer Marketing Communications Messages that deal with buyer seller relationships Promotions - Communications Mix between buyers and sellers. Function of informing,

More information

> > > > > > > > Chapter 14. Promotion and Pricing Strategies. Kamrul Huda Talukdar Lecturer North South University

> > > > > > > > Chapter 14. Promotion and Pricing Strategies. Kamrul Huda Talukdar Lecturer North South University > > > > > > > > Chapter 14 Promotion and Pricing Strategies Kamrul Huda Talukdar Lecturer North South University Promotion is the function of informing, persuading, and influencing a purchase decision.

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 1 An Introduction to Integrated Marketing Communications

Learning Objectives. Learning Objectives 17/03/2016. Chapter 1 An Introduction to Integrated Marketing Communications Chapter 1 An Introduction to Integrated Marketing Communications Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill

More information

The Product Lifecycle and the Marketing Strategy

The Product Lifecycle and the Marketing Strategy The Product Lifecycle and the Marketing Strategy Enterprise & Project Management Please note that these slides are not intended as a substitute to reading the recommended text for this course. Objectives

More information

Principles of Marketing Seventeenth Edition. Chapter 14. Learning Objectives

Principles of Marketing Seventeenth Edition. Chapter 14. Learning Objectives Principles of Marketing Seventeenth Edition Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy Learning Objectives 14-1 Define the five promotion

More information

MARKETING THEORY AND PRACTISE (MKF1120)

MARKETING THEORY AND PRACTISE (MKF1120) MARKETING THEORY AND PRACTISE (MKF1120) CONTENTS: Week 1: Introduction to Marketing and Value......2 Week 2: Key Marketing Terms and Concepts....4 Week 3: The Marketing Environment..... 5 Week 4: Buyer

More information

chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin

chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin 14-1 Learning Objectives 1. What is a promotional mix, and what is its function in a promotional

More information

Integrated Marketing Communications. Lecture 1 - Introduction

Integrated Marketing Communications. Lecture 1 - Introduction Integrated Marketing Communications Lecture 1 - Introduction The Growth of Advertising and Promotion o Rapidly changing media environment = more difficult to reach and communicate with target audiences.

More information

Chapter 01 Integrated Marketing Communications

Chapter 01 Integrated Marketing Communications Chapter 01 Integrated Marketing Communications 1. is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy

More information

Promotional Mix. Variety of Promotional Methods

Promotional Mix. Variety of Promotional Methods Promotional Mix Variety of Promotional Methods 2 Chapter Objectives Explain the promotional mix in entertainment marketing. Identify the role of advertising in entertainment promotion. Discuss the importance

More information

MKTG. CHaPTER. Lamb, Hair, McDaniel. Integrated Marketing Communications. Designed by Amy McGuire, B-books, Ltd.

MKTG. CHaPTER. Lamb, Hair, McDaniel. Integrated Marketing Communications. Designed by Amy McGuire, B-books, Ltd. Lamb, Hair, McDaniel Designed by Amy McGuire, B-books, Ltd. MKTG 15 CHaPTER Integrated Marketing Communications Prepared by Dana Freeman, B-books, Ltd. Learning Outcomes LO 1 LO 2 LO 3 LO 4 Discuss the

More information

Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY

Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Learning Objectives Describe some of the changes in the new media environment Outline the major marketing

More information

advertising x strategy

advertising x strategy advertising x strategy basic element x campaign planning Advertising strategy = plan? Advertising strategy = plan? YES! An advertising strategy is a plan to reach and persuade a customer to buy a product

More information

DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS A. The Role of Marketing Communications B. Developing Effective Communications C. Deciding on the Marketing Communications Mix D. Managing the

More information

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives Chapter 2 The Role of IMC in the Marketing Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

Marketing in Today s World

Marketing in Today s World Chapter 13 in Today s World Section 13.1 Essentials Read to Learn Define. Identify the functions of. List the elements of the mix. The Main Idea To sell their products or services, businesses engage in

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 15 The Internet: Digital and Social Media

Learning Objectives. Learning Objectives 17/03/2016. Chapter 15 The Internet: Digital and Social Media Chapter 15 The Internet: Digital and Social Media Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

BUS 168 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local

BUS 168 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local Consumers Online: The Internet Audience and Consumer Behavior Around 84% of U.S. adults use the Internet in 2015 Intensity and scope of use both increasing Some demographic groups have much higher percentages

More information

Learning Outcomes. U55080: Marketing Issues Week 3 New Developments in Internet Marketing. Direct Marketing. Direct Marketing.

Learning Outcomes. U55080: Marketing Issues Week 3 New Developments in Internet Marketing. Direct Marketing. Direct Marketing. Learning Outcomes U55080: Marketing Issues Week 3 New Developments in Internet Marketing Dr. Bang Nguyen Oxford Brookes University Identify and discuss the major forms of direct marketing and define online

More information

Lesson Unit content Activities Links to other units Resource checklist

Lesson Unit content Activities Links to other units Resource checklist Scheme of work Guided learning hours (GLH): 30 Number of lessons: 30 Duration of lessons: 1 hour Learners should spend lesson time and non-supervised time working on assignments. Learning aim A: Explore

More information

Social Networking Building Your Brand Using Social Media and Web 2.0

Social Networking Building Your Brand Using Social Media and Web 2.0 Building Your Brand Using Social Media and Web 2.0 What is Social Networking? Social networking is engaging with people on the Internet who share interests and/or activities. Most social network services

More information

Promotional strategies Do s and Don ts in promotions

Promotional strategies Do s and Don ts in promotions Promotional strategies Do s and Don ts in promotions Radha Dogra, Lecturer Neville Wadia Institute of Management Studies & Research (NWIMSR) Text: Promotion is an essential element in the marketing mix.

More information

Chapter Fourteen. Communicating Customer Value: Integrated Marketing Communications Strategy. i t s good and good for you 14-1

Chapter Fourteen. Communicating Customer Value: Integrated Marketing Communications Strategy. i t s good and good for you 14-1 i t s good and good for you Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy Copyright 2012 Pearson Education, Inc. 14-1 Communicating Customer Value: Integrated

More information

Sheril Vergara RH Power & Associates, Inc.

Sheril Vergara RH Power & Associates, Inc. Sheril Vergara RH Power & Associates, Inc. Are you maximizing the correct social media sites to reach the RV buyer? Are you reaching enough RV buyers? Are you engaging your social community? If not, you

More information

Chapter 10 - Direct Marketing and Sales Promotion

Chapter 10 - Direct Marketing and Sales Promotion Chapter 10 - Direct Marketing and Sales Promotion Direct Marketing is the process by which organizations communicate directly with target customers to generate a response or transaction. Direct marketing

More information

Copyright 2014 by Pearson Education, Inc. All rights reserved Chapter Nine. Digital Marketing

Copyright 2014 by Pearson Education, Inc. All rights reserved Chapter Nine. Digital Marketing Copyright 2014 by Pearson Education, Inc. All rights reserved. 9-1 9 Chapter Nine Digital Marketing Marketing Zen 9 Shama Kabani founder Social media Twitter Shift in nature of communication Started as

More information

Communicating Customer Value: Integrated Marketing Communications Strategy

Communicating Customer Value: Integrated Marketing Communications Strategy Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 14 Learning Goals 1. Know the tools of the marketing communications mix. 2. Understand the process and advantages of integrated

More information

Services Marketing 7e, Global Edition Chapter 7: Promoting Services and Educating Customers

Services Marketing 7e, Global Edition Chapter 7: Promoting Services and Educating Customers Services Marketing 7e, Global Edition Chapter 7: Promoting Services and Educating Customers Slide 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 7 Page 1 Overview of Chapter 7 Role of Marketing

More information

PROMOTION AND PROMOTIONAL MIX. Promotional Concepts and Strategies

PROMOTION AND PROMOTIONAL MIX. Promotional Concepts and Strategies PROMOTION AND PROMOTIONAL MIX Promotional Concepts and Strategies LEARNING TARGETS AST 3-1: STUDENTS WILL UNDERSTAND THE ELEMENTS OF THE PROMOTIONAL MIX: ADVERTISING, PUBLIC RELATIONS, PERSONAL SELLING

More information

Copyright 2014 by Pearson Education Chapter Nine. Digital Marketing

Copyright 2014 by Pearson Education Chapter Nine. Digital Marketing Copyright 2014 by Pearson Education 9-1 9 Chapter Nine Digital Marketing Toucan 9 Getting Tobago on the Tourist Map Toucan: experts in SEO, online advertising and consumer engagement Internet as primary

More information

SOCIAL MEDIA MARKETING VOL. 4

SOCIAL MEDIA MARKETING VOL. 4 Social Media Marketing Vol. 4 SOCIAL MEDIA MARKETING VOL. 4 TITLE: Great Social Media Marketing Guidance You Can Put To Use Author: Iris Carter-Collins Table Of Contents 1 HeaderGreat Social Media Marketing

More information

Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Prentice Hall 14-1

Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Prentice Hall 14-1 Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication 2005 Prentice Hall 14-1 Sales Promotion Sales promotion refers to any paid consumer or

More information

In Everything You Do Is Digital

In Everything You Do Is Digital In 2015 Everything You Do Is Digital There is no more digital marketing. There is only marketing. 5 Barriers to Smart Digital Marketing Barrier 1 The Dizzying Array Facebook, Pinterest, Instagram, Twitter,

More information

Advertising 8/20/2013 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION. Steps in Planning and Executing an Advertising Campaign

Advertising 8/20/2013 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION. Steps in Planning and Executing an Advertising Campaign ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION Chapter 10 Advertising Any paid form of communication, delivered through media from an identifiable source, about an organization/product/service/idea

More information

MODERN MARKETING TOOLS

MODERN MARKETING TOOLS Learning Objectives: To understand the importance of modern marketing tools which can be used for making the marketing campaign more meaningful and for creating a viral effect. 1 17.1 Introduction The

More information

PRELIMINARY. Principles of Advertising Course Syllabus

PRELIMINARY. Principles of Advertising Course Syllabus PRELIMINARY Principles of Advertising Course Syllabus Instructor: Michelle Greenwald Class Schedule: Monday & Wednesday 1:30 2:50 PM Fall Term Starting August 30th Office Hours: Before class by appointment

More information

PART 1: THE CONTEXT OF MARKETING COMMUNICATION

PART 1: THE CONTEXT OF MARKETING COMMUNICATION MARK2053: Marketing Communications and Promotions Study Notes PART 1: THE CONTEXT OF MARKETING COMMUNICATION HOW MARKETING COMMUNICATION EVOLVED Marketing (AMA): the activity, set of institutions, and

More information

PART 1: THE CONTEXT OF MARKETING COMMUNICATION

PART 1: THE CONTEXT OF MARKETING COMMUNICATION MARK2053: Marketing Communications and Promotions Study Notes PART 1: THE CONTEXT OF MARKETING COMMUNICATION HOW MARKETING COMMUNICATION EVOLVED Marketing (AMA): the activity, set of institutions, and

More information

Branding. KDLH Promotion 1. Branding. Wow, you are pretty big. Building Your Image into the Community. Building Your Image into the Community

Branding. KDLH Promotion 1. Branding. Wow, you are pretty big. Building Your Image into the Community. Building Your Image into the Community Building Your Image into the Community Wow, you are pretty big. 8/1/2013 1 Building Your Image into the Community Branding 8/1/2013 2 Building Your Image into the Community Branding Webster - the promoting

More information

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. 2 The Role of IMC in the Marketing Process McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Marketing and Promotions Process Model Marketing Strategy and Analysis Competitive

More information

Preliminary Certificate in Marketing 8 July 2018 Examination PCM II th Intake, 28 th Year

Preliminary Certificate in Marketing 8 July 2018 Examination PCM II th Intake, 28 th Year Preliminary Certificate in Marketing 8 July 2018 Examination PCM II 2018 98 th Intake, 28 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For Examiner

More information

Definition. Tools of the Mix Figure Marketing Communications Mix. Chapter 14 Integrated Marketing Communications Strategy

Definition. Tools of the Mix Figure Marketing Communications Mix. Chapter 14 Integrated Marketing Communications Strategy Chapter 14 Integrated Marketing Strategy Definition Marketing Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing

More information

Effectiveness of Cold Drink Advertisement on Consumer (TIMT)

Effectiveness of Cold Drink Advertisement on Consumer (TIMT) International Journal of Computer Science & Management Studies, Vol. 13, Issue 07, September 2013 Effectiveness of Cold Drink Advertisement on Consumer (TIMT) ( Mr. Anirudh 1, Mr. Deepak Jatain 2, Mrs.

More information

Gregg Burkhalter Digital Marketing Consultant

Gregg Burkhalter Digital Marketing Consultant Gregg Burkhalter Digital Marketing Consultant WELCOME To Make It Loud! CONNECT TO THE INTERNET Wi-Fi Name: MIL_Guest Password: Volkswag3n Social Media / Web October 2014 PAY TO PLAY Boost A Post Sponsored

More information

CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS

CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS THE ROLE OF MARKETING Marketing: Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that

More information

Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy. Course: Mkt 202 Lecturer: Emran Mohammad

Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy. Course: Mkt 202 Lecturer: Emran Mohammad Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Course: Mkt 202 Lecturer: Emran Mohammad The Promotion Mix Marketing Communication Mix The promotion mix or marketing

More information

Marketing Plan Checklist

Marketing Plan Checklist MY BUSINESS GOALS GOAL 1: GOAL 2: BRANDING Is your overall image at its best? Does your logo or company collateral need updating to bring it into the 21st century? Can your target market relate to your

More information

Week 5 Direct and digital marketing

Week 5 Direct and digital marketing Week 5 Direct and digital marketing Direct marketing 1. Direct marketing is being used across a variety of consumer and business to business markets Definition, role, aims, use 1. The US Direct Marketing

More information

McGraw-Hill/Irwin. Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin. Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Part 6 MANAGING SERVICE PROMISES 14-2 Provider Gap 4 CUSTOMER COMPANY Service delivery Gap 4: The Communication

More information

GUIDE Introduction to Social Networks. A Guide to Getting Started on Social Media

GUIDE Introduction to Social Networks. A Guide to Getting Started on Social Media GUIDE Introduction to Social Networks A Guide to Getting Started on Social Media Introduction to Social Networks A Guide to Getting Started on Social Media Getting Started With a growing number of social

More information

CHAPTER 13 MARKETING MANAGEMENT

CHAPTER 13 MARKETING MANAGEMENT CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer

More information

K. D.,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

K. D.,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE K. D,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE DETAILED CONTENTS Part One Introduction to Integrated Marketing Communications 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 3 The

More information

Big Shifts in Advertising and Media ROI Landscape How to take advantage. Randall Beard Global Head, Advertiser Solutions, Nielsen

Big Shifts in Advertising and Media ROI Landscape How to take advantage. Randall Beard Global Head, Advertiser Solutions, Nielsen Big Shifts in Advertising and Media ROI Landscape How to take advantage Randall Beard Global Head, Advertiser Solutions, Nielsen Real-time optimization presents significant opportunity to improve 1 2 3

More information

Harnessing the Power of Social Media MARKETING

Harnessing the Power of Social Media MARKETING Harnessing the Power of Social Media MARKETING Assessing and understanding social media resources. -Laurie Morse-Dell, Center for Technology & Business Understanding Social Media Resources 1. Know what

More information

Past Present & Future. Mkt 330, Chapter 1 By Emd

Past Present & Future. Mkt 330, Chapter 1 By Emd Past Present & Future Mkt 330, Chapter 1 By Emd The Barack Obama Campaign Obama s use of e-marketing is a stellar example for businesses and demonstrates the internet s changing landscape Obama s campaign

More information

Chapter

Chapter Chapter 12 1. A new brokerage firm hires an ad agency to develop the company s signature, which consists of a. words, graphics, and colors that give it identity. b. the salespeople who work for it. c.

More information

MKTG5605: Digital Brand & Product Management Brand and Channel Activation

MKTG5605: Digital Brand & Product Management Brand and Channel Activation MKTG5605: Digital Brand & Product Management Brand and Channel Activation March 21, 2018 Lifelong learning is no longer a luxury; it is a necessity. -Joseph E. Aoun, President of Northeastern University

More information

Developing and Maintaining Customer Relationships through Social Media. Peter webdoc Martin

Developing and Maintaining Customer Relationships through Social Media. Peter webdoc Martin Developing and Maintaining Customer Relationships through Social Media. Peter webdoc Martin 1 out of every 5 minutes spent online is on social. Ask Your Customers If They Are Happy Social continues to

More information

Unit 18: Advertising and Promotion in Business

Unit 18: Advertising and Promotion in Business UNIT 17: MARKETING INTELLIGENCE Unit 18: Advertising and Promotion in Business Unit code: J/601/1000 QCF level: 4 Credit value: 15 credits Aim The aim of this unit is to provide learners with the understanding

More information

Social Media. For a Small Business AN INTRODUCTION TO - A PUBLICATION OF KBA CONSULTING-

Social Media. For a Small Business AN INTRODUCTION TO - A PUBLICATION OF KBA CONSULTING- - A PUBLICATION OF KBA CONSULTING- AN INTRODUCTION TO Social Media For a Small Business THE STEP-BY-STEP GUIDE TO [YouTube, LinkedIn, Twitter] AND HOW YOU CAN DO IT TABLE OF CONTENTS 1 Intro 2 Table of

More information

Chapter 19. advertising. Section 19.1 Advertising Media. Section 19.2 Media Rates

Chapter 19. advertising. Section 19.1 Advertising Media. Section 19.2 Media Rates Chapter 19 advertising Section 19.1 Section 19.2 Media Rates CONNECT What effective advertisements have you seen recently? Explain the concept and purpose of advertising in the promotional mix. Identify

More information

18 Managing Mass Communications: Advertising, Sales Promotions,

18 Managing Mass Communications: Advertising, Sales Promotions, 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter Questions What steps are involved in developing an advertising program? How should sales

More information

STATISTICS Cheat Sheet

STATISTICS Cheat Sheet STATISTICS Cheat Sheet Social Media Statistics There are more than 2 billion active social media users 74% of internet users are using social media, with women (76%) having a slight edge over men (72%).

More information

Chapter 14 Integrated Marketing Communications Strategy Notes

Chapter 14 Integrated Marketing Communications Strategy Notes Chapter 14 Integrated Marketing Communications Strategy Notes The Promotion Mix promotion mix (marketing communications mix) blend of promotion tools (advertising, public relations, personal selling, sales

More information

Financial Accounting. John J. Wild. Sixth Edition. Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Financial Accounting. John J. Wild. Sixth Edition. Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Financial Accounting John J. Wild Sixth Edition McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 04 Reporting and Analyzing Merchandising Operations Conceptual

More information

Social Media Navigating the Slippery Slope. Wednesday, 10am April 28, 2010 PNSAA

Social Media Navigating the Slippery Slope. Wednesday, 10am April 28, 2010 PNSAA Social Media Navigating the Slippery Slope Wednesday, 10am April 28, 2010 PNSAA Introducing: Samantha Rufo President, nxtconcepts, Ltd. & the myguidesites.com 13 years ski industry experience NOW Marketing:

More information

Learning Objectives. Media Terms and Concepts 17/03/2016. Chapter 10 Media Planning and Strategy

Learning Objectives. Media Terms and Concepts 17/03/2016. Chapter 10 Media Planning and Strategy Chapter 10 Media Planning and Strategy Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives

More information

Marketing Basics CHAPTER 1.1

Marketing Basics CHAPTER 1.1 Marketing Basics CHAPTER 1.1 Opening Act Athletes and entertainers play a prominent role in marketing by endorsing products and services. For example, Radio Shack has had a long run of television commercials

More information

Media Today, 6 th Edition. Chapter Recaps & Study Guide

Media Today, 6 th Edition. Chapter Recaps & Study Guide 1 Media Today, 6 th Edition Chapter Recaps & Study Guide Chapter 4: Financing and Shaping the Media: Advertising, Public Relations, and Marketing Communications This chapter explores how advertising, public

More information

Advertising Effectiveness:

Advertising Effectiveness: Advertising Effectiveness: Understanding the Value of a Social Media Impression APRIL 2010 INSIDE: How social networking and consumer engagement have changed how brand marketing works An approach for understanding

More information

Preliminary Certificate in Marketing 23 rd December, 2017 Examination PCM IV th Intake, 27 th Year

Preliminary Certificate in Marketing 23 rd December, 2017 Examination PCM IV th Intake, 27 th Year Preliminary Certificate in Marketing 23 rd December, 2017 Examination PCM IV 2017 96 th Intake, 27 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0

More information

DIGITAL STRATEGY APRIL 2016

DIGITAL STRATEGY APRIL 2016 DIGITAL STRATEGY APRIL 2016 AIM FOR THIS FIRST SESSION What we re going to cover: The relationship between corporate & digital strategies Our approach to strategy Can we make some money from this? Common

More information

Database and Direct Response Marketing

Database and Direct Response Marketing Database and Direct Response Marketing Chapter 11 11-1 Chapter Objectives 1. How can a marketing team match a database program with an IMC program? 2. What is meant by database-driven marketing communications?

More information

Principles of Business & Finance Understand principles of marketing.

Principles of Business & Finance Understand principles of marketing. Principles of Business & Finance 3.01 Understand principles of marketing. Marketing The process of developing, promoting, pricing and distributing products in order to satisfy customers needs and wants.

More information

CLASS X Elements of Business Marking Scheme

CLASS X Elements of Business Marking Scheme CLASS X Elements of Business Marking Scheme 2018-19 1. A) Certificate of incorporation. 1 2. B) Public company 1. D) Both a and b. 1 4. B) Ineffective 1. A) Sale 1 6. A) A seller to a buyer 1 7. A) Personal

More information

REACH BEYOND IMPRESSIONS

REACH BEYOND IMPRESSIONS REACH BEYOND IMPRESSIONS 50% OF ONLINE ADS MISS THEIR INTENDED AUDIENCE 2 CONSUMERS ARE AHEAD OF THE CURVE 3 ENGAGING MORE BEIJING 2008 LONDON 2012 1.5bn internet users worldwide 2.3bn 130m total Facebook

More information

Cost of Acquiring Customers for Online Stores (India)

Cost of Acquiring Customers for Online Stores (India) Acquiring Customers for Online Stores (India) How much does it cost an online ecommerce store to acquire new customers? This is a question asked by many who want to run a profitable online business The

More information

Sell More Tickets with Facebook Advertising. NACS 2018 June 27, 2018

Sell More Tickets with Facebook Advertising. NACS 2018 June 27, 2018 Sell More Tickets with Facebook Advertising NACS 2018 June 27, 2018 ShowClix Event technology provider of ticketing, marketing, and on-site operations Sell more tickets Discover more about their audiences

More information

ADVANCED PROGRAMME IN DIGITAL MARKETING. Programa Superior

ADVANCED PROGRAMME IN DIGITAL MARKETING. Programa Superior ADVANCED PROGRAMME IN DIGITAL MARKETING Programa Superior ADVANCED PROGRAMME IN DIGITAL MARKETING 1. Designing and Creating a Digital Marketing Plan History of Digital Marketing and Advertising Competitive

More information

Passport to Social Media Marketing. Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association

Passport to Social Media Marketing. Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association Passport to Social Media Marketing Wednesday, 8:30am August 5, 2009 Midwest Ski Area s Association Introducing: Samantha Rufo President, nxtconcepts, Ltd. & the myguidesites.com 12 years ski industry experience

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 11 Evaluation of Media: Television and Radio

Learning Objectives. Learning Objectives 17/03/2016. Chapter 11 Evaluation of Media: Television and Radio Chapter 11 Evaluation of Media: Television and Radio Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

PERCEPTION REALITY SIGNATURE

PERCEPTION REALITY SIGNATURE PERCEPTION REALITY SIGNATURE Beyond Perception CORPORATE PROFILE WHO WE ARE We are a Digital Advertising and PR agency that continually strive to strike the balance between perception and reality, we bridge

More information

MDK Shampoo Promotion plan. Professor: Dawit Eshetu Subject: BMKT Participants: Raj Shah, Alexander Nikulin, Ilya Makarov

MDK Shampoo Promotion plan. Professor: Dawit Eshetu Subject: BMKT Participants: Raj Shah, Alexander Nikulin, Ilya Makarov MDK Shampoo Promotion plan Professor: Dawit Eshetu Subject: BMKT 9103-02 Participants: Raj Shah, Alexander Nikulin, Ilya Makarov MDK MDK is not only the largest seller of shampoo, but it also promotes

More information

Chapter 14. Integrated Marketing Communication Strategy (Promotion)

Chapter 14. Integrated Marketing Communication Strategy (Promotion) Chapter 14 Integrated Marketing Communication Strategy (Promotion) 1 Marketing Communication Mix or Promotion Mix Product s Design Stores that Sell the Product Product s Price Product s Package 4 Discussion

More information

OwnZones Media Network Business Plan Summary

OwnZones Media Network Business Plan Summary OwnZones Media Network Business Plan Summary Company and capitalization Company founded January, 2010 Standard C corporation chartered in Washington State Offering up to 10,000 shares common stock A-Series

More information

Advertising, Design, Social Media & Printing Easton - Philadelphia

Advertising, Design, Social Media & Printing Easton - Philadelphia Advertising, Design, Social Media & Printing Easton - Philadelphia www.cliffross.com SOCIAL MEDIA OVERVIEW The platforms may change, but social media is here to stay as another dimension of your business.

More information

Introduction to Mobile Marketing

Introduction to Mobile Marketing Introduction to Mobile Marketing Introduction to Mobile Marketing Lecturer: Richard Boateng, PhD. Lecturer in Information Systems, University of Ghana Business School Executive Director, PearlRichards

More information

Introduction to digital marketing

Introduction to digital marketing Introduction to digital marketing with emphasis on social media DAVID FERNANDO TERRA FERMA MEDIA LTD www.terrafermamedia.com Marketing communications agency: website design & build social media marketing

More information

MEDIA LITERACY STUDENT GUIDE. Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property.

MEDIA LITERACY STUDENT GUIDE. Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property. MEDIA STUDENT GUIDE Copyright 2014 USA WEEKEND Magazine. All rights reserved. USA WEEKEND is a Gannett Co., Inc. property. Information is everywhere. We take it in whether we want to or not. Some of the

More information

Module 6: Putting it all together: Sample Twitter video media plans

Module 6: Putting it all together: Sample Twitter video media plans Module 6: Putting it all together: Sample Twitter video media plans Examples are always helpful. Now that you ve learned about Twitter s video ads, it s time to put your knowledge to use and learn how

More information

11 Essential Destinations Along The Buyer s Journey

11 Essential Destinations Along The Buyer s Journey 11 Essential Destinations Along The Buyer s Journey Meet Your Customers Wherever They Are In The Journey Be Found: Is your brand is found wherever your prospects search? Be Evaluated: Does your website,

More information

Content Marketing How a 60-year-old media company is pioneering the future of advertising. Ninan Chacko CEO, PR Newswire

Content Marketing How a 60-year-old media company is pioneering the future of advertising. Ninan Chacko CEO, PR Newswire Content Marketing How a 60-year-old media company is pioneering the future of advertising Ninan Chacko CEO, PR Newswire Session Speaker Ninan Chacko CEO, PR Newswire Ninan Chacko, CEO @PRNewswire, global

More information

If we ask anyone who goes by the street what the meaning of the communication may be, then the answers that are given to us will probably be similar

If we ask anyone who goes by the street what the meaning of the communication may be, then the answers that are given to us will probably be similar 1 2 3 If we ask anyone who goes by the street what the meaning of the communication may be, then the answers that are given to us will probably be similar to those in this chart. These answers are not

More information

Pay Per Click. September 2016

Pay Per Click. September 2016 Pay Per Click September 2016 How Pay Per Click advertising works Pay Per Click (PPC) advertising is a model of internet marketing in which advertisers pay a fee each time a person clicks one of their ads.

More information

ESTABLISHING BEST PRACTICES FOR EFFECTIVE PROMOTION EXECUTION

ESTABLISHING BEST PRACTICES FOR EFFECTIVE PROMOTION EXECUTION ESTABLISHING BEST PRACTICES FOR EFFECTIVE PROMOTION EXECUTION Laura Arnett Sr. Director, Retail and Loyalty Programs / Inmar Omni-channel: Integrate with all touch points Grocery shoppers are at the very

More information

Las Vegas, April 13, 2011 Part I

Las Vegas, April 13, 2011 Part I RAB Revenue Road Show Sheila Kirby SVP Professional Development John Potter VP Training Brandeis Hall VP Training www.rab.com Today s Agenda How the world has changed Integrated Campaigns Digital 2.0 &

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion Chapter 16 Sales Promotion Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives To

More information

The Zero Moment of Truth (ZMOT)

The Zero Moment of Truth (ZMOT) The Zero Moment of Truth (ZMOT) EVALUATING YOUR BRAND S HEALTH AT THE ZMOT BRANDING AND MARKETING FOR TODAY S BUSINESS PROFESSIONALS Context Consulting Group, LLC www.contextconsultinggroup.com 2017 The

More information

Marketing Communications and Customer Response

Marketing Communications and Customer Response Marketing Communications and Customer Response This week we will discuss some of the most important concepts of marketing communication and promotion. In particular at the end of this lecture you will

More information