...Abstract Everyone is familiar with the term advertisement. In today’s world, advertisement is considered the most vital promotional tool. This term paper is going to focus on advertisement as a television commercial. Television is a very popular media by which a product or service can be introduced to the customer through advertisement. Target group of this topic obviously the mass people who are suppose to be influenced through advertisement. When a company introduces an advertisement, its motto is to increase sales volume in the market. The term paper focuses on how an advertisement starts and how it comes to an end through commercialization. It includes the role of company’s branding department, ad-firm and TV channels marketing team. It also highlights post advertisement feedback and advertisement in present age. * INTRODUCTION There are many ways of advertising a product or service, Television commercial is one of them. In present age, advertisement and television are part and parcel of each other. Electronic media has been explored in a great range by the help of advertisement. Advertisement also comes out with a huge success by using the popularity of this media. Advertisement means a public promotion of any product or service. In today’s world, advertising is considered most vital promotional tool. According to Philip Kotler, “Advertising is any paid form of nonpersonal presentation...
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...Personal Branding: Personal branding and corporate branding are visual ways to represent a person, place or thing. Whether that representation is successful or not is the ultimate goal. While they both have their benefits and difficulties, there is a controversy about which one is more important. Creating a personal brand is better than a corporate brand because of the image, resources, and marketplace. First, the person in the spotlight and the face of the company will be the reason people will want to pursue that company. The spokesperson will influence an audience through his or her personal brand, in a positive way. That person’s personal brand includes his or her great appearance, extensive knowledge of the product, and likable personality. The audience will take that personal brand with them, and then the audience brings it to the market. In return, the market will come back to the person or company they work for and will want to buy their product. The image gets the company started while the quality and usefulness of the products keep it up and running. Personal branding will help people remember the company the spokesperson is associated with, while corporate branding will have to rely on advertisements to reach the market in hope it is not overlooked. They are asking advertisements to speak for them while a person can do a much better job and give the audience more information. The advantages of pursuing a personal brand as opposed to a corporate brand involves;...
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...Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations of brand elements, advertising...
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...Among the current issues in advertising includes the focus on the development of brands and their images as opposed to the traditional focus on products. With the development of new types of products and laws and regulations, corporation and business focus more on the development of company and business brands and images as opposed to products since it adds more value to a company. This is in the sense that strong brands for companies give the respective firms good reputation and memorability among consumers hence leading to the development of consumer loyalty. In addition, the rise of branding was caused by the failure of other traditional advertising approaches that made the entire process ineffective and more costly for corporations. Therefore, as a solution, organizations developed branding to solve the problem hence increasing their sales and profitability of a company. The concept of branding focuses mainly on the development of a company brand name and...
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...BRAND IMAGEBrand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images...
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...communication between the employee in the organisation is good then to solve the problem will be easy. Marketing communication industry is the business promotional strategy which helps to promote the product and attracts the eye of the customers. The main type of entities involved in marketing communication industry are :- 1. Distribution:- The first thing that a producer should think about the product when it is ready is to promote and distribute the product in the right place and according to the need. 2. Advertisement:- The best way to attract the mess number of customers at once is by advertising the product In the media. The distribution of the product depends on the way it is displayed to the customers. The advertisement should be according to the product nature, funny, humours so that every customer can remember the advert for a long time. E.g. Coca cola. 3. Client:- After all the process for the advertisement, promotion are done the distributor needs someone who can distribute the product to the customers. And the customers are bound bye the products which are available in the market. The...
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...Qualification | Unit number and title | Pearson BTEC Level 5 HND Diploma in Business(QCF) | UNIT 18:Advertising and Promotion in Business Level 4 | Student name and ID number | Assessor name | | Tatah Amenonyoh | Date issued | Completion date | Submitted on | 18th September 2015 | 13th December 2015 by 5.00pm | | Internal Verifier | Dr George Panagiotou | Assignment title | Westfield-Stratford City | Instructions | * An electronic copy of your assessment must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control...
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...Case 4 Inside Intel Inside What was the original motivation behind Intel’s decision to launch the Intel Inside branding campaign? What factors have accounted for the success of the campaign? From a consumer perspective, how does the Intel inside logo affect your PC buying decisions? Intel was a market leader in PC Microprocessor industry. Due to evolving new technology and intensifying competition, sustaining technological lead was of utmost priority in 1990 for Intel. They had threats from growing powers like AIM (Apple, IBM and Motorola) tie ups in 1991. To counter this competition, Intel doubling up their R&D. There were simultaneous development of products of 2 generations going on. The other competitors could not catch up with Intel’s speed of development of new products. In 1997, Intel encountered loss of market in < $1000 PC market. This segment was fast growing. AMD was a major player and gained market share in this segment. Intel did not want to lower their price because this would affect their brand equity as well as reduce their bottom lines. So they countered by introducing another product that they positioned in entry level segment. This kind of product differentiation allowed them to gain leadership in that market without diluting their brand image. They also lowered price of their older product to compete directly with AMD. Their product 286 was a big success in the market. But 386 processor sales did not pick up even 3 years after launch. This was...
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...M2: Compare the branding and promotion of the two retailers. You must show evidence of individual research Apple is one of the world’s biggest known businesses that sells electrical products. Apple has a lot of promotion techniques such as advertising, sales promotion, personal selling and promotional activities. Apple provides a range of their products on display in their stores for their customers to use, they do this to inform there potential and current customers about the products that they have to offer. They also use this technique to persuade their customers to purchase their products. However the company uses two main primary methods of promotional methods towards their customers. Apple uses advertising as one of their promotional method. Apple has investigated a lot of their money to advertise their products which can be found on the internet, media and on the TV as well as in magazines. In 2008 apple produced a large range of TV advertisements in order to bring more customers to their stores. Apple uses advertisement as they're proven to be the best way to get sales and to increase their profit as well as keep customers coming into their stores. Another promotional method that Apple uses is personal selling. Apples employees range from older staff to younger staff as well as having knowledgeable sales representatives who have been trained in customer service and product information. Due to Apple releasing new products frequently and offering upgrades, it is important...
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...Communication Research COM3706 4624-033-0 Declaration I, the undersigned, hereby declare that this is my own and personal work, expect where the work(s) or publications of others have been acknowledged by means of reference techniques. I have read and understood Tutorial Letter CMNALLE regarding technical and presentation requirements, referencing techniques and plagiarism. Your signature: KSingh Your name: Kajaal Singh Your student number: 4624-033-0 Date: 27 August 2014 Witness: Anita Singh Contents Page # DECLARATION 1 MAIN ISSUE 3 2 RESEARCH CRITERIA 3 3.1 Relevance 3 3.2 Researchability 3 3.3 Feasibility 3 3.4 Ethics 3 3 EXTENT OF RESEARCH 3 4 POPULATION 3 5.5 Target population 3 5.6 Accessible population 4 5.7 Population characteristics 4 5.8 Unit of analysis 4 5 ASSUMPTIONS 4 6 GOAL AND OBJECTIVES 4 7 RESEARCH QUESTIONS 5 8 THEORETICAL APPROACH 5 9 RESEARCH DESIGN 6 9.1 Method of reasoning 9.2 Objectives 9.3 Collection/analysis of data 9.4 Flexibility 10 DATA COLLECTION METHODS AND TECHNIQUES 6 10.1 Research Method 10.2 Levels of measurement 10.3 Sampling method 10.4...
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...Branding Nike and coca cola are the two companies that I have chosen. A brand is a symbol/picture or tagline that a business is known by. There are two types of branding, commodity branding and concept branding. A commodity brand is one which communicates messages to customers about particular products they might spend their money on for example food clothes you wear and furniture. A concept brand is one which communicates an idea or campaign which you would like customers to think about or get involved in for example cancer research, Oxfam and 5 a day. Another ways of classifying is who made the product or and its own label. The manufacturer creates the brand for example Coca-Cola and Nike are the manufacturers for its product. They will have to create the distinctive logo/packaging and the advertisement goes with it. When the shop itself creates the brand, it is known as ‘own label branding’ for example big supermarkets such as Tesco. There are many benefits of branding to a business which builds up a brand name. The customers will pay higher prices for products that have brand names for example the customers will buy coca cola drink instead of a drink that is plain for example Tesco’s soft drinks therefore more shops will stock branded products because they know customers will buy them this means the company will get higher profits because they sold it in a higher prices. When it comes to clothes and footwear Nike is one of the businesses that customers will buy their...
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...Assignment on An in-depth Analysis of Advertising and Promotion | Table of Contents Introduction 3 Task 1 3 Explanation of the communication process that applies to advertising and promotion 3 Explanation of the organization of the advertising and promotions industry 4 Assessment of how promotion is regulated 5 Examination current trends in advertising and promotion, including the impact of ICT 6 Task 2 6 Explanation of the role of advertising in an integrated promotional strategy for Kellogg 6 Explanation of branding and how it is used to strengthen a business or product 7 Review of the creative aspects of advertising 7 Examination of ways of working with advertising agencies 8 Task 3 8 Explanation of primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy by Kellogg’s 8 Evaluate other techniques used in below-the-line promotion by Kellogg’s 9 Task 4 10 An appropriate process for the formulation of a budget for an integrated promotional strategy: 10 Development of a promotional plan for a business or product: 11 Integration of promotional techniques into the promotional strategy for a business or product 11 Appropriate techniques for measuring campaign effectiveness 12 Conclusion: 12 References 13 Introduction Advertising is the core part of any business that sell products and render service in the global market. Thus advertising and promotion is an integral part of an organization...
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...significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line techniques and how they are used. 6 3.1 Primary techniques of below the line promotion and how they are used in integrated promotional strategy for a business of product. 6 3.2 Other techniques used in below-the line promotion. 7 LO 4: Be able to plan integrated promotional strategies. 7 4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional strategy. 7...
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...or group of sellers. “According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality.” In B2B branding, the focus is on how to make a strong relationship with the prospective client in order to make their brand as the top choice of the public or market To be able to do this, the brand is built to be very strong and the personal relationships with the customer must the top priority so that there will be a good output. Instead of using huge marketing and small ads, B2B branding focused on the business of having the consumer be educated about the product first before asking them to accept it. The buyers are being informed about the goodness of the product. They give seminars and workshops to be able for the buyer to understand why one particular product is worth buying and accepting. Upon doing this the buyer won’t mind the pricing and they will be less influenced by the great demand instead they will focus on the things and benefits that they can get from the new product. In B2C branding, the consumer market looks at the masses/public. They depend on the customer to develop a strong attachment to the brand. They rely on the media and advertisement to make the brand the top people’s choice. This requires big funding and takes a while. In...
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...Branding a Commodity: A Case Study Analysis of got milk? Samantha White-Hauser I. Introduction One will hardly ever find someone who has not seen the popular advertisements of famous actors, athletes, or musicians sporting a mustache adorned with got milk?. This campaign was an extremely recognizable, but marketers could have done more to make got milk? even more profitable. Got milk? was notable to marketing because of the complexities that come with branding a whole commodity instead of a branded product. Although the marketers were successful in increasing the sales, they were not successful in some aspects— consumers lacked mind share, the milk deprivation approach creates negative associations with consumers, the humor was not relatable to all audiences, and too many organizations were involved in the creation of the marketing plan. If the marketers consolidated the number of parties involved in the creation of got milk?, stopped using the milk deprivation approach in their advertisements they would have created more meaningful and profitable advertisements. II. Background The got milk? marketing plan that was implemented in the 1990s was unique for a couple of reasons that focused on the lack of a brand product. Branding a commodity is different because there are too many decision makers, their budget is small, the process to create that budget is long, market share is more difficult to measure across multiple brands, and commodities are influenced by that...
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