...Essay on Theoretical Understanding and Practical Application of Advertising and Promotion in Business By Sofia Lyondova "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) INTRODUCTION Information Technology (IT) has become a vital and integral part of every business plan and is changing every aspect of how people live their lives. IT is a driving factor in the process of globalization. Technology is now the forefront of the modern world creating new jobs, innovations, and networking sites to allow individuals to connect globally. It’s much easier to communicate with others than it was just decade ago. This has improved our lives in many ways by allowing us to become more interconnected and knowledgeable about the world. In nearly every corner of the world, we cannot walk down the street without seeing someone talking, texting, or surfing the Internet on their cell phones, laptops or tablet Pc’s. Ten years ago, the only way for people to communicate with each other was meeting face to face or writing letters. However, people living or working in different countries might be unable to meet each other. It cost more money for travelling and sending letters if people lived too far from others. Now days, we are happy with the advance of new technologies such as email, cellular phones, television, etc. Technology...
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...Advertising Stew: Marketing Communication/312. Advertising Stew Strayer University Zakaria A. Hashim Marketing Communication/312. Instructor: Shirley McLaughlin May 7, 2013 Advertising Stew: Marketing Communication/312. Discuss three (3) reasons Luis should hire an external advertising agency for the Dinty Moore campaign: Dinty Moore has been around for 75 years as a beef stew company and the reason a company should reinvent itself or its’ product is the new age and market and the exposure to a younger and faster group of consumers. A few of the reasons why a company should hire an external company is “You don’t have the time or energy to do it yourself.” Just like other marketing functions, consistent, strategic, and measurable advertisement is something that needs to be planned for and executed over a long period of time. Advertisement is something that only gets stronger as you put more effort into it. Another reason is to “Maximize a Launch: Most businesses understand how crucial launching a new product or service is to the success of your business. Advertisement is much more than just writing a press release and putting it over a wire service. Having a advertisement firm who can maximize...
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...AAAA (Adopted September 19, 1990) To improve and strengthen the advertising agency business in the United States by counseling members on operations and management, by providing the collective experience of the many to each, by fostering professional development, by encouraging the highest creative and business standards,and by attracting excellent people to the business. To work with Federal, state, and local governments to help achieve desirable social and civic goals, to influence public policy, to resist unwise or unfair legislation and regulation, and to be the principal source of information and advice about advertising. To be an advocate of advertising, studying the ways in which it contributes to the economy and society and promoting the results of those studies to all appropriate audiences. To represent the agency point of view to advertisers, helping solve mutual problems, helping improve our members’ value to them, helping resolve collectively those issues that individual agencies and clients cannot resolve singly. To represent the agency point of view to media, providing constructive suggestions, solutions to problems, and technical help—while receiving and acting upon similar information from them. To facilitate the application of our members’ skills and talents to pro bono efforts on behalf of worthwhile social and community causes. To serve our members’ needs for information, agency management counsel, professional development, employee benefit...
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...|How Did Advertising Start in India? | | |By B Sumangal; Illustration by Anup Singh | |The first newspaper in India was brought out by an Englishman James Augustus Hickey in 1780 who was stationed at Calcutta. The | |paper was brought out on Saturdays and was first called the Calcutta General Advertiser or Hickey's Bengal Gazette. | | | |Publishing a newspaper is an expensive business as Hickey realised to his cost. He was losing money faster than the newspapers | |came out of the printing press. To make ends meet, Hickey decided to take on advertisements or ads. | | | |The earliest ads consisted of simple messages 'classified' into different categories for easy reference with a mailing address | |from where they could be ordered. These became the forerunner of today's classified advertisements in newspapers. For instance, | |today's newspaper carry sale of autos, electronic items, domestic services, pets, etc under these headings. | | ...
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...Name: Shirl Fayson-Miles Date: October 4, 2011 APA Citation of the Source: Rhee, E.,& McIntyre, S. (2009), How current targeting can hinder targeting in the future and what to do about it, Journal of Database Marketing & Customer Strategy Management, 16(1) 15-28, Retrieved on October 2,2011 from Business Source Complete Database. Part 1: Synopsis of the article: This article discusses how current targeting of customers by a direct marketing firm can result in misleading models of customer response due to the truncation of observations for the customers who are not contacted, as well as the inevitable mis-specification of the explanatory variables in the models. The authors discuss the importance of adopting a diversity of different nations’ populations and, encourage advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, the article states that while such targeting has been favorably received among the targeted minorities, it has also engendered unfavorable reactions among majority members. Part 2: Analysis of article based on the course topic: This article is relevant to the course content because it focuses on the importance of determining relative concentration of a product's consumers in mass media audiences and the vital element in targeting, as it reflects consumer motivation. As we are participating in the simulation market game, it...
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...The leaders traits, knowledge and skills How the leader changed the organization Explain the leaders success or failure Ways to increase the leaders effectiveness Key learning principles q Charlotte Beers The case examines Charlotte Beers actions on assuming leadership of Ogilvy & Mather Worlwide, the sixth largest advertising agency in the world, during a period of rapid industry change and organizational crisis. q Charlotte Beers Case Objectives The case examines leadership and managing organizational change. Specifically it focuses on: q Charlotte Beers Problems facing the leader Ogilvy & Mather is in a leadership vacuum, desperate for someone to provide a new vision for the futuure the complex process of formulating a vision or new direction the need for communication to align employees to the new direction the need to align structures and systems to the new direction Situation confronting the leader Industry challenges q shift in expenditure away from mass media to targeted marketing channels q declining media expenditures q many firms inefficient in their internal operations Charlotte Beers q globalization fosters growth opportunities for those agencies which have developed international presence q as clients expand internationally, they expect great coordination across regions Personal challenges q fourth executive in 4 years q first outsider q first woman q no experience with international or multiple offices q needs to build credibility quickly as key Charlotte Beers...
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...understanding of the workings of the advertising agency and the level of impact of the advertisements on the targeted audiences. The advertising agency Media&TA’s client, D.S. Kulkarni Developers are the scope of this project. The impact of DSK ads in the minds of the audiences is studied here. Following are the results: • 58% of the people recall DSK advertisement. • 98% of the people are familiar with the slogan of the advertisement and the company. • 84% of the people like the DSK advertisement. • 58% of the people have seen the Television advertisement of the DSK group. • 32% of the people know the DSK group through the radio advertisements, making it the most popular and successful media. • 74% people like the DSK group advertisements run on the radio and Television. Research Design Findings [pic] • DSK has the most effective real-estate advertisement from the electronic media. 58% of the people recognise the brand immediately. • The slogan “Gharala gharpan denari mansa...” is very popular and 98% people recognised and recalled it as the DSK slogan. • 84% of the people like the slogan “Gharala gharpan denari mansa...”. • Majority of the people have seen the DSK advertisement on the television. • Majority of the people have liked the electronic media advertisements of the DSK Group very much. Suggestions [pic] Following are the Suggestions for the advertising agency Media&TA with respect to their...
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...Sexual Connotation in the BK Ad Andrea Farias Sheridan College Over the course of many years, advertising agencies have been using various methods to advertise their products. Such methods can include repetition, claims, association, following what others do or even promotions. An advertisement agency in Singapore produced a Burger King ad that has a sexual connotation; the new “BK Super Seven Incher”. Burger King was always facing fierce competition with McDonald’s. This pushed Burger King to be desperate about their promotion of the new product in Singapore. However the use of the context for the advertisement has made it ineffective. It is quite clear that the new “BK Super Seven Incher” has used sexual connotation. Using the facial expression of the woman having her mouth agape, the use of a seven inch sandwich and the words “IT’LL BLOW YOUR MIND AWAY” create a fellatio connotation. This use of association does not appeal to the general audience. For the advertisement to be successful, it should not only appeal to hormonal teenagers and men, but to others. Parents with young children would most likely stray away from buying this product. Furthermore, it is a well-known fact that the eastern mindset is much less liberal with their sexuality. Consequently, Burger King risks having family oriented customers boycott their restaurant. The ad is neither family oriented nor friendly, and the sandwich does not look anything close to healthy. Another audience that this advertisement...
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...Ajasiz Johnson American Intercontinental University Consumer Marketing MKT655 – Research Methods in Marketing June 23, 2013 Abstract Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers. Consumer Marketing Introduction Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed campaigns are created to sway the consumers and to promote a positive image. Research on Brand Endorser and Consumer Perception Since one of the key objectives of an advertising agency is to persuade customers to purchase the products they represent, an advertisement’s credibility plays an intricate part in heightening the sense of appeal to potential consumers. The enormous amount of money that is allotted for advertising budgets for celebrity endorsements indicate that they are vital in the “advertising world”. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Even though it may sound vain, when creating campaigns, advertisers also have to consider the attractiveness, physical appearance, personality, etc., of...
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...Starting An Advertising Agency BusinessIf you are like the average worker, you have probably entertained the idea of starting your own business at one time or another. Starting your own business should not be taken lightly, but if you have the dedication it can be the best move for you.If you are familiar with the world of advertising agency or are just find you have a way with words and a good rapport with people, starting an advertising agency business may be the perfect move for you. But you will need to plan it with a business plan before you get started.Creating A Detailed Business PlanIt is vital to start planning your advertising agency business by creating a detailed business plan. Take some time, sit down and write up a business plan.Having such a plan is essential to tax planning, business startup and obtaining financial backing for your new business.How Will You Start Your Advertising Agency Business?How you go about starting your new advertising agency business will depend on your current situation. If you already work in the advertising industry, you may be able to start by using the contacts you have already made.Start floating the idea of starting your own advertising agency business with your network of contacts. If you are still working as an employee, you will have to be cautious about this approach.Be sure to use discretion when contacting potential customers for your new advertising agency business. You will also have to be cognizant of any non-disclosure or...
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...After reviewing several of the personality tests and assessments, I was able to confirm what I already knew, but did gain some new insight into myself and why I am the way that I am, and that my personality can be great in some situations and very hard in other situations for people to deal with. I’m going to break it down according to the assignment assessment. 1.) What did the assessments tell me about myself? Attitude? Work? Behavior? Personality? Perception? Attitude: I’m sensible, the backbone of any group, and believe that work comes before play. This is truly me!! I’m the one that goes in early to work and stays late to make sure that things get done, and are done on time. People know that they can depend on me. I’m the person with sticky notes on my desk and computer, so that I remember that I need to do this at a certain time, or remind my boss of a particular appointment. They know they can count on me. Work: I’m a planner, well organized, and dependable. This too, fits me like a shoe! I’m the one that two weeks before a mass mailing will be ordering in extra labels, tape, and updating mailing lists. I like to have my envelopes ready, so that all I have to do is insert and tape. I look ahead and what is coming down the road and plan my work and time accordingly. Behavior: I learned that I’m punctual, responsible, energetic, ambitious, and I have a strong sense of right and wrong. This is me to a T! I hate it when people walk into work...
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...Ad Agency Report Jodie L. Hebner Grantham University GSD&M was established in 1971 in Austin, TX by a group of men who did not want to leave the area after graduating from the University of Texas. Over the years the company has went through many ups and downs while embracing many challenges to become one of the top 30 advertising agencies in the United States.to include opening and operating a second location in Chicago, IL. GDS&M is owned by third largest advertising agency in the world, Omnicom Group. (Answers, n.d) The company has now grown to have over 500 employees who help the company promote many popular organizations to include Wal-Greens, the Air Force, AT&T, John Deere, and Campbell Soup. GSD&M has a different take on how ideas can be created for their customers. GSD&M uses four primary approaches to creating ideas. First off, GSD&M believes, “your butt’s connected to your brain” this is seen in the many “war rooms” that are used throughout GSD&M when creating new ads for their customers. “It turns out that thinking outside the box requires deep immersion in the here and now: where you sit determines what you think.” (Imperato, 1997) Employees can visit the Chili’s Grill & Bar war room, which is almost an exact replica giving the employees the needed information needed to come up with great ideas. The second item used to generate ideas is known as the thought “big ideas come from small groups”. “To grow big and yet think fast, GSD&M...
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...The leaders traits, knowledge and skills How the leader changed the organization Explain the leaders success or failure Ways to increase the leaders effectiveness Key learning principles q Charlotte Beers The case examines Charlotte Beers actions on assuming leadership of Ogilvy & Mather Worlwide, the sixth largest advertising agency in the world, during a period of rapid industry change and organizational crisis. q Charlotte Beers Case Objectives The case examines leadership and managing organizational change. Specifically it focuses on: q Charlotte Beers Problems facing the leader Ogilvy & Mather is in a leadership vacuum, desperate for someone to provide a new vision for the futuure the complex process of formulating a vision or new direction the need for communication to align employees to the new direction the need to align structures and systems to the new direction Situation confronting the leader Industry challenges q shift in expenditure away from mass media to targeted marketing channels q declining media expenditures q many firms inefficient in their internal operations Charlotte Beers q globalization fosters growth opportunities for those agencies which have developed international presence q as clients expand internationally, they expect great coordination across regions Personal challenges q fourth executive in 4 years q first outsider q first woman q no experience with international or multiple offices q needs to build credibility quickly as key Charlotte Beers...
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...ESSAY QUESTION Does advertising create artificial wants? Your answer should discuss John Kenneth Galbraith’s ‘dependence effect’ and F.A.Hayek’s response. Nowadays, the media’s power is indisputable and it is not accidental that it is called the fourth estate. That power represents the possibility to exert influence on people’s behavior. Nowadays one very hot and disputed issue is the advertisement effect on the consumers’ buying behavior. Well prepared campaign can influence consumer decisions and make them buy certain product. The modern world is a world of overproduction. We are surrounded by all kinds of goods- some urgent and some not so much. Certain goods are sold quickly while others remain on the shelves. Every company seeks to put on the market such a product that will grab the consumers’ attention, and make them feel incomplete if they do not have it. But among the abundance of goods, a product may remain unnoticed. That is why corporations rely heavily on advertising to sell their production. They have realized that not the quality of the product, but the advertising sells it. Advertising companies strive to convince the consumers that the product is extremely urgent and without it a person’s would be less happy than others who have it. There are different strategies that companies use in order to touch the consumers’ subconsciousness- they play with customers’ emotions, they rely on celebrities to advertise the goods, and they target the deceivable children...
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...INTRODUCTION TO ADVERTISING TOPIC- AD AGENCIES STRUCTURE GROUP MEMBERS: RUSHABH BHEDA 302 KANCHI DAVE 306 JINAL INAMDAR 311 HEENA KHAN 318 DEVKUMAR MISTRY 327 JINALI SHAH 337 HISTORY Founded in the year 1980, by Mr Abhinav mistry, White‘n’Black is one of India’s most prestigious ad agencies. The founder Mr Abhinav started his career as a cartoonist in the newspaper “Dainik Bhaskar”. On the birth of their son, Dev Kumar, on December 1980, the Mistry family inaugurated their main headquarters in Delhi. As newspapers and pencils were a main part of his life, Mr Mistry decided to name his company White ‘n’ Black. Today the company boasts of a clientele of names such as Coca Cola, Fritolay and many more with the son now holding the reins. CLIENTELE Johnson & Johnson Airtel Axe deodorant Coca cola Fritolay Maruti SX4 Amul Imperial blue soda Jockey Snap deal.com Saffola oil Tropicana Cadbury Airwick L’oreal Parle-G Britannia Parker Raymond SUCCESS We believe that excellence in an organisation stems from its people. It is the talent combined with passion and integrity that makes a place successful. At White ‘n’ Black, the thing we care most about is ‘dedication’. After all, dedication is what...
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