...Question 6: Why might we normally expect (in a market with no market functional differences between the brands) that the duplications down each column are approximately the same? Table 3 shows average duplication of each brand, duplication coefficient, expected duplication and the difference of expected duplication and average duplication. In a market, it is expected the duplications across each brands are approximately the same due to constant duplication coefficient. Expected duplication is the value of penetration of each brand multiply by the duplication coefficient of overall market. For example, expected duplication for Kettle Fries is 37%, 33% for BB Corn Chips and 28% for BB Twisties. The average duplication for Kettle Fries is 37%, 33% for BB Corn Chips and 30% for BB Twisties. This proved that the expected duplication is most likely to be the same as average duplication for each brand. Marketers used expected duplication to forecast the average duplication pattern of a product. However, BB Standard is a special case. The expected duplication is not consistent as compare to other brands. The expected duplication of BB Standard is 112%. This might be involvement of partitioning on the brand. Partitioning means clustering of brands compete more intensely with others (Dawes 2006). This is supported by Winchester, Thiel, Arding and Lees (n.d.), “the Duplication of Purchase Law states that the competitive brands which consumers purchase will be similar in the aggregate...
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...Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack) Chapter 1 Integrated Marketing Communications 1) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE Diff: 1 Question Tag: Definition (Concept) AACSB Categories: AACSB: Communication abilities Objective: 1-1 2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 3) The process of creating television commercials, print ads, and retail coupons are examples of encoding. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 4) Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 5) When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place. Answer: TRUE Diff: 3 Question Tag: Application Objective: 1-1 6) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process. Answer: FALSE Diff: 3 Question Tag: Critical Thinking Objective: 1-1 7) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process. Answer:...
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...Above the line advertising refers to the usage of the more prominent media formats to advertise the product. The irony with above the line advertising is that it came into being because of below the line advertising. Most of the conventional advertising was above the line. Companies would advertise in newspapers, magazines, billboards and television. This was a time when the aspirations, companies and products were limited. As debt became cheaper and technology took rapid strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon...
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...NATURE OF COMMUNICATIONS A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages. Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here. II. A BASIC MODEL OF COMMUNICATION Over the...
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...Integrated Marketing Communication (IMC) 2 Marketing your services is an effective way to increase daycare enrollment. Child care centers focus on educating infants, toddlers, and youths through hands-on, interactive and entertaining methods, while increasing life skills and child development. Just like any other business, child care centers can benefit from a solid marketing plan. Altacare Child Development and Learning Center’s advertising strategy will be develop based upon our core positioning message: "We are not a babysitting service, but a community learning center for kids!" to differentiate our service from the competition. We will initially be using word of mouth, yellow pages, Clarion Ledger newspaper, local HBCU (Historically Black Universities)direct mail campaigns, and pre-enrollment drives to launch the initial campaign. Advertising and promotions are continuing to bring a service to the attention of potential and current customers. Advertising and promotions are best carried out by implementing an overall advertising and promotions plan. The plan often includes plans for a promotional campaign, including an advertising calendar and media plan. The goals of the plans should depend very much on the overall goals and strategies of the organization, and the results of the marketing analysis, including the positioning statement. Successful advertising and promotions depends very much on knowing what target markets you want to reach, what features and...
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...provides the basis of formulating objectives, create strategy and organize specific activities or tactics. Before the marketing communications campaign appears there are there are stages that undertaken to provide a successful marketing communication. Situational analysis that analyzed about the products and give a big help in out coming a successful product promotion. Another thing to be considering are determining the possible problems that may occur and how these difficulties will may convert into opportunities. After conducting this situational analysis, another thing to be consider is to make target market profile, this target market profile agrees to give information that would lead into effectiveness in choosing exact target market it contains the number of populace who are eager to be called as the target customer. It will measure the place about its probability in terms of product appearance. An objective is one of the important factor and essential to formulate efficient and effective advertising plan. Marketing objectives are the goals of the company with regards to their target market. Communications objectives, are goals and aim of the company that would turn the target audience persuade and motivate to buy the product. It typically refer to the goals of marketing communications have in affecting the mind of the target audience. Advertising objectives are those goals that the company wished to attain. In accordance on the tactics they were having. The output of...
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...Direct marketing From Wikipedia, the free encyclopedia For distribution and retail sales of comic books, see direct market. | This article needs attention from an expert on the subject. Please add a reason or a talk parameter to this template to explain the issue with the article. Consider associating this request with a WikiProject. (February 2011) | Marketing | Key concepts | Product marketing Pricing DistributionService Retail Brand managementAccount-based marketing EthicsEffectiveness Research SegmentationStrategy Activation ManagementDominance Marketing operations | Promotional contents | Advertising Branding Underwriting spotDirect marketing Personal salesProduct placement PublicitySales promotion Sex in advertisingLoyalty marketing Mobile marketingPremiums Prizes | Promotional media | Printing Publication BroadcastingOut-of-home advertising InternetPoint of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassadorDrip marketing Visual merchandising | v t e | | Wikibooks has a book on the topic ofMarketing | Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data...
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...Assignment 4: Integrated Marketing Communications and Customer Satisfaction Integrated Marketing Communications and Customer Satisfaction Lasting Impressions Wedding and Events is a full service wedding and event planning company. The company provides full services for weddings, all types of parties and celebrations, and corporate events. The company’s marketing goal is to be known for the quality of the services that is provided at a reasonable cost to the client. The company wants to portray elegance, luxury, and high quality to its clients and to others in order to gain more from its target audience. The company wants to appeal to future clients through ad campaigns focusing on our image and quality through informative advertising. Informative advertising is used to provide the consumer with the information needed about our services, while also displaying images from different weddings and events that will appeal to the target market. (Borkar, 2012) The company will give the consumer a functional reason to use our services and appeal cognitively to their minds, with a one-sided argument about the benefits of using our services. (Iacobucci, 2012) The goal is that a soon to be bride will see our advertisement and will see everything that she wants to do with her wedding and come to us for her wedding, or for an executive to see the benefits of using us for their company’s next corporate event. The company will use print advertisements in bridal magazines and business magazines...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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...Company Case/Pepsi : Can a soda really make a world good place? 1. Consider PepsiCo’s advertising throughout its history.( For a List of Pepsi slogans over he years, visit http://en.wikipedia.org/wiki/Pepsi#Slogans.) Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image? According to our case study campaign advertisement strategy very good in the social media and in the social network ,because at the advertisement PepsiCo use spokesperson which people have popularity. Campaign slogans for the every years explain brand well and attract people. And also campaign projects for ex: “Pepsi Refresh “ make opinion in the people mind that what we drink and spend, in the same time it return to us with other way. And even some of the earlier slogans have the commonality that you get more bangs for your buck that when you buy Pepsi you get more of flavor, amount and whatever than the competition offers. Pepsi is for everyone and that Pepsi alone can refresh or change the world. Many slogans have to deal with being young as well as being in the future. Most of Slogans indicate that if you want to be part of the future or new generation then you have to drink Pepsi. It is consistent with the PepsiCo brand image because they target the younger nation and making it a better place for many generations to come. They started to advertise by reinvesting into actual community to actual make the future better...
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...material in Chapter 13. Be sure you are in Chapter 13 when you take the quiz. Question 1 4 out of 4 points Correct Face-to-face, person-to-audience, over the telephone or through e-mail are examples of what type of communication channel? Answer Selected Answer: Personal. Correct Answer: Personal. Question 2 4 out of 4 points Correct Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor is the definition of: Answer Selected Answer: advertising. Correct Answer: advertising. Question 3 4 out of 4 points Correct Samples, coupons and display ads are examples of which type of communication channel? Answer Selected Answer: Promotions. Correct Answer: Promotions. Question 4 4 out of 4 points Correct Creative and unexpected ads located in such diverse settings as sports arenas, parking meters and shopping carts in hopes of grabbing consumers’ attention is a strategy called: Answer Selected Answer: place advertising. Correct Answer: place advertising. Question 5 4 out of 4 points Correct Hearing and processing messages according to what fits into the receiver’s belief systems is the definition of: Answer Selected Answer: selective distortion...
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...components of marketing communications, addressing challenges of integrated messaging. I will focus on a smaller component of the Air Force that specifically targets a different market. I will assess how the Air Force Reserve has integrated and unified their marketing materials. The Air Force Reserve is a separate command within the total force structure of the Department of the Air Force. The Air Force Reserve adds the additional strength of nearly 75,000 personnel to the active duty Air Force strength of 365,000. I choose to explore this section of the Air Force since the Air Force Reserve is a smaller, more specialized entity. Just as the active duty Air Force has the slogan “Step into the Blue”, the Air Force Reserve also has etched out a slogan of their own, “Above & Beyond.” The Air Force Reserve recruiters are searching for a smaller share of the market than their active duty counterparts. The Air Force Reserve is primarily searching for individuals who have previously served on active duty and who want to continue their military commitment part time. However, the Air Force Reserve has a smaller pool of applicants to work with, thus, making the recruiters job a little leaner. Therefore, the Air Force decided to tackle the problem head on. The Air Force consolidated several existing organizations into a combined communications doctorate (Higgs). The new doctorate integrates the functions of public affairs and integrated marketing and will be responsible...
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...Course Code: Topic: MASSONNIER Clement +33.6.03.90.36.76 cmassonnier@hotmail.com 2C A new motor scooter ADVERTISING & COMMUNICATIONS A NEW MOTOR SCOOTER Advertising and Communications Submitted by Clement MASSONNIER Course: 21ST/22ND of September 2012 Content 1. Define your product or service ................................................................................................ 3 What is its function? .................................................................................................................... 4 What problem or opportunity does it solve? .............................................................................. 5 What is its name / brand? ............................................................................................................ 6 2. Reaching your audience .............................................................................................................. 6 Who is your target audience? ...................................................................................................... 6 What drivers will they respond to? ............................................................................................. 7 3. Delivering the message ................................................................................................................ 8 What Integrated Marketing Communications mix will you select? ........................................... 8 What specific media will you use? .....
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...Contents Promotion Strategy 2 Supporting Theory 9 Budgeting 11 Action Plan 13 Conclusion 15 List of References 16 Advertisement Design 17 Advertisement Cutting 18 Promotion Strategy Promotion strategy is one of the marketing mix strategies, once the marketers identified their target market and they will use some ways to reach them. Promotion is a way used to indirectly communicate (information, messages & etc) to the target market, to spread the products and services to the public, based on (Marketing- Promotion Strategy, 2014). Promotion creates a platform for public to know the products or services introduced by company. To get successful reach the promotional goals, marketers develop effective promotional mix which are advertising, personal selling, public relation, direct marketing, and sales promotion. Advertising To promote Let’s Excel Program, we will use a combination of advertising tools which are printed advertisement and online advertisement. For the online advertising, MMLS, MMU Portal, and facebook are the best place to promote. This is because students will check MMLS more frequently to know the updating news or announcement by their lecturer and Let’s Excel advertisement can put on the home page of MMLS. MMU Portal is the official website, so it is also a good place to have advertisement for the purpose to reach more students. Moreover, Facebook is also one of the best social media tools to do promotion. We realize that every students...
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...tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing actions (Jaffe, 2005). With the rise of this “new” consumer a recent trend in marketing called “word of mouse” (WoMo) has emerged. Verhaeghe et al. (2007) defined word of mouse as “the act of a consumer receiving, creating and/or distributing marketing-relevant content through online channels (both textual and audio-visual)”. WoMo is part of “buzz” defined as the act of consumers providing...
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