...for creating, communicating, delivering, and exchanging offering that have the value for customers, clients, partners, and society at large Exchange: central concept of marketing, basic use of marketing activities to create relationships with customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers. Marketing Revolution: * Shifting of marketing expendistures from traditional media advertsing to other forms of promotion, and nontraditional media * Rapid growth of the internet and social media that’s changing the nature of how companies do business and the ways they communicate and interact with customers * Shift in marketplace power from manufacturers to retailers * Growth and development of database marketing * Demand for greater accountability from advertising agencies and changes in the way agencies and marketing communication firms are paid Brand identity: combination of logo, symbols, design, packaging, and performance of a product...
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......................................................................... The following is a critical comparison of the design firm’s M&C Saatchi and McCAN Australia. I have chosen these two firms as they are both from the advertising sector. I will be comparing the following: - Sector - Size of the firm - Awards and industry recognition - Campaigns and clients - Conception of design - Creative process methods SECTOR ..................................................................................................................................... Both McCann and M&C Saatchi are in the advertising sector. ‘During the last decade there have been substantial changes and developments in the global advertising industry’ [1] and within that time both McCann and M&C Saatchi have emerged as leaders in the industry of advertising in Australia. M&C Saatchi Sydney has become one of Australia’s largest and most successful marketing agencies, a global marketing services business working across a wide variety of industry sectors. It is made up of more than 360 staff, seven companies, two offices (Sydney and Melbourne) and a client roster laden with iconic brands. M&C Saatchi abides by it’s founding philosophy, ‘Brutal simplicity of thought’ in order to create effective advertising for many brands including google, ANZ, Westfield, and many more. On the other hand McCann Australia opened in Australia in 1959 and is now part of the worlds largest agency network, offering...
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...Project Report on Advertising Agency Table of Content ADVERTISING........................................................................................................................................3 INDUSTRY SNAPSHOT..................................................................................................................................4 NATURE OF THE INDUSTRY..........................................................................................................................5 MEDIA.....................................................................................................................................................7 IN-FILM ADVERTISING.................................................................................................................................9 WORK ENVIRONMENT .............................................................................................................................10 PERSONAL CHARACTERISTICS.....................................................................................................................11 EMPLOYMENT AVENUES.............................................................................................................................12 PUBLIC SERVICE ADVERTISING....................................................................................................................12 REGULATION.........................................................................................................
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...Sports Consultants (Essie) This paper will describe the consulting firm that was chosen by team D and address several issues or problems that the consulting firm may encounter. It will also give a description of the services that will be offered by TD sports consultants. Finally, the paper will explain the why the consulting firm is well suited to the skills of the team D’s members. The team members agreed on the name TD Sports Consultants. This particular name was chosen because it was inclusive of all the team members’ and their skills and ideas. Because most of the team members are sports fans, it was suiting that we named a sports consulting firm after the founders. The purpose of the consulting firm is to help sport teams locate sponsors that can come up with innovative ideas and advertisements to promote their products. The firm will produce results that are not being filled by marketing companies. The strategy of TD Sports Consultants is to find out why other companies are not getting the desired results and to fill the gap by providing the needed services to the teams. Description of the TD Sports Consultants (Wally) Sports marketing is an industry worth billions (Kuriloff, 2007) in the US annually. Franchises have marketing departments to improve the perception of their team as well as advertising salespeople to maximize the team’s profit from licensing and advertising space. Interested companies can buy walls, bleachers, uniforms, programs...
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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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...Marketing Management and Planning Module 7 HENDERSON BAS Prepared by: Group D Robert Walker Ladan Jalali Liang Chen Harinder Kaur Balaji July 23, 2010 TABLE OF CONTENTS Table of Contents 2 Problem Statement 3 Situation Analysis 3 Background 3 Objectives and Goals 3 Current Situation 3 Henerson Bas Process 3 SWOT Analysis 4 Market Analysis 5 Segment Analysis 5 Competition Analysis 6 Financial Analysis 6 Case Keys 7 Key success factors 7 Key uncertainties 7 Alternative 7 Alternative Analysis 9 Recommendations 9 Action Plan 10 Contigency Plan 10 Problem Statement: Louisa Morgan needs to Set a price and service level for advertising campaign for Halpernia Industry regard to maintain client relationship and satisfaction. The management at Henderson Bas needs to set up a pricing model to effectively balance company's profitability against customer satisfaction Situation Analysis Background Henderson Bas was founded by Dawna Henderson in 1996 and started as an interactive agency in downtown Toronto. The company developed from a one person operation to a midsized 65 person corporation. The company provided wide range of online services like web design, online advertising, e-mail marketing, database marketing and Technology services. They worked with many large companies including Coca-Cola, eBay, Molson and Nike. Henderson Bas was recognized as a leader in the interactive advertising industry. Objectives...
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...Individual Essay The role of the strategy planner is integral in the development of a successful advertising campaign. However, strategy planning has not always been utilised within advertising. It is a forever expanding and important field within the communications industry. Through the strategy planner’s research and advanced knowledge of the brand, they are able to offer invaluable insight into the brand. Sequentially giving the client a reason to retain the firm as a business partner. Effective strategy planning requires a number of exhaustive research methods. Without it, a strategy planner cannot fully understand the brand or what the target audience demands. From this research, the creative team is able to design a campaign, which communicates exactly what is required to the desired target audience. However, all fields related to the media are constantly changing. The exponential growth in technology makes strategic planning difficult and challenging, but when utilised correctly can achieve great results. Strategy planning was originally developed in the late 1970’s in the UK and was later imported to the USA in the early 1980’s (Alex Campbell, 2013). Before this the roles were split up between two different agencies; the creative agency, which came up with the communication ideas and the media agency, which planned and purchased the appropriate media (Roles of Account Management and Strategic Planning. 2013). The split eventually made it apparent that the social research...
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...established in 1989 when the consulting practice of the accounting firm Arthur Andersen separated to form an independent business unit. Andersen Consulting faced the extremely difficult task of positioning itself in the Information Technology market space while simultaneously forging a separate identity from its accounting heritage. The business challenge was to retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break away from the limitations associated with an accounting brand. What was notable was that before its inception, Andersen Consulting was generating almost $1 billion annually in revenue, yet wasn’t well known in the information technology marketplace. And to those who did know them, they were often thought of accountants, and not up to the task of delivering innovative technology solutions. In order to bridge this gap, Andersen Consulting used extensive market research to create a brand and naming strategy that would establish immediate credibility in the “consulting” arena, while at the same time leveraging all of the positive aspects with the Arthur Andersen brand. Market research also helped form the strategy for successfully launching the new name and positioning. In order to build a new identity, Andersen Consulting set a groundbreaking precedent by using sophisticated marketing strategies coupled with the professional services industry’s first large-scale advertising campaign to promote its name, positioning and brand image...
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...MM522: Week 7 – Assignment: Marketing Plan – Victus HR Solutions 06/12/2010 Omolola Adekeye D03211850 Student Keller Graduate School of Management Executive Summary Our company functions as a Human Resources Management Consultancy firm providing specialty human resource services and business immigration to small and midsize business. Professional recruitment services are offered to healthcare and legal professionals. We represent the interests of both healthcare and legal professionals and the facilities that employ them -- matching professionals with their most desirable job openings while supporting employers in their search for skilled, experienced talent in those same professions. Victus HR Solutions is a human resource (HR) consulting company Victus has expertise in a wide range of HR areas and is targeting the emerging company market. Victus HR Solutions will offer this market the ability to compensate it with stock options from their company in lieu of only cash. This will be especially appealing to start-up companies that find capital scarce. Omolola Adekeye, the founder and owner will be leveraging her past and current personal/professional relationships to generate business for Victus HR Solutions. The leveraging of these relationships will be especially fruitful since a large degree of business for emerging companies is based on networking. Omolola has a large number of relationships to utilize having spent over as immigration professional. She also has...
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...1. ________ determines what the advertising message will say or communicate. A= Creative Strategy. 2. It’s used for how the message strategy will be executed? A= Creative Tactics. 3. Mention the 3 of the 5 steps of Young’s model of the creative process. A= Immersion, Digestion, Incubation, Illumination & Reality/Verification. 4. ________________ it’s process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumer in the target audience. A= Account Planning. 5. Mention some techniques use in the verification and revision stage of the creative process. A= Focus groups, Message communication studies, Portfolio tests, and Evaluation measures. 6. What is a story board? A= A series of drawings use to present the visual plan of a commercial. 7. Specify the basic elements of the creative strategy: A= Copy platform. 8. A campaign theme should be? A= A strong idea that will be communicated in all the advertising and other promotional activities. 9. The concept of the unique selling proposition (USP) was developed by: A= Rosser Reeves. 10. What was the campaign theme for Nike? A= Just Do It. 11. Another approach to determining the major selling idea is finding? A= Internet drama. 12. What does positioning means? A= Establish the product or service in the consumer’s mind. 13. “I am what I am” pertains to what campaign? A= Reebok...
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...MARKETING MANAGEMENT By (Name) Institution Instructor Date Location Executive summary Thermofilm Australia Limited is a privately owned Australian assembling organization having some expertise in the configuration, fabricate and supply of world driving innovations, smart and vitality proficient electric warming items. The organization manufactures scopes of more than ten innovative warming items. The companies’ products were among the winning products in the year 2014. The products include the winning Heat radiators, convective and brilliant panels, and wine tank warmers. Other quality products from the company are wall controllers, Envirotouch controllers, specially crafted components, pet warming, and propagation warmers. Thermofilm exports products to the Netherlands, the United Kingdom, Turkey, Spain. Other countries include France, Germany, Italy, Monaco, Japan, the United States of America, Canada, South Africa and New Zealand (KOTLER & KELLER 2009). Advancement, quality, and administration are the key drivers of this market leader. All Thermo film items are composed and developed by a designing group who enjoy a wealth of experience in research, testing, approval and items supports in the more extensive worldwide business sector. Thermofilm was the first organization to add to a wall controller that is electrical and not mechanical. His innovation proved to the accuracy and electrical effectiveness through a diminishment in the warmth produced. With...
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...disadvantages of some other online presence 15 5.1 Blogs & microblogs 16 5.2 Search engines 16 5.3 Social networks 17 6. Conclusion 18 7. Bibliography 19 1. Introduction ‘Over time, trade became a more formalized, structured process, evolving from one-to-one transactions into many-to-many exchanges’ (PricewaterhouseCoopers LLP SAP AG, 2001, P1); in addition, modern business is partial to be built electronically on a network in order to be more efficient and convenient. This report will chiefly discuss how the online presence websites impact on the business operations which cover procurements and sales, employment, promotions, and security and privacy; furthermore, introduce the significant changes which are brought by the websites on the commercial environment. Finally, both benefits and limitations of blogging & microblogging, search engine marketing, and online social networking also will be demonstrated. 2. Traditional conditions and issues in business operations and commercial environment 2.1 Previous situations of operating business and the relevant environment In the old days, traditional business used to create connections with various units in a complicated process. A...
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...PROCTOR The Nature of Marketing Marketing management is about finding ways of satisfying customer wants and needs, while achieving organizational objectives or requirements in terms of profit or some other measure of corporate performance. It brings together all customer-impinging resources, such as product design and specification, advertising and other forms of promotion, pricing policy, selling, channels of distribution and physical distribution to achieve this end. These customer-impinging resources are often summarized under four headings and referred to as the four Ps of the marketing mix (price, promotion, place and product). The art or science of marketing management is concerned with making decisions/policies with respect to the elements of the' marketing mix such that the company's interface with its markets is both profitable and customer satisfying. The Need for Marketing Information managers require information to help them forecast changes in product demand, increase selling Productivity, and exercise control over sales and distribution expenses. Marketing is an ongoing process; decisions are made and results of these decisions have he monitored. Consumer and competitor reactions to the company's decisions have to be studied to ensure that the best strategy is being employed. Information on these matters is used to correct deviations from plans. For example, if a target of a 5 per cent increase in new clients has been set for the salesforce then it is necessary...
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...Behaviour, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change. Consumer Decision Process: Problem Recognition, Search and Evaluation, Purchasing Processes, Post-Purchase Behaviour, Consumer Behaviour Models, Consumerism, Organization Buying Behaviour. UNIT III (8 Sessions) Communication, Process of Communication, Marketing Communication, Objectives of Marketing Communication, Integrated Marketing Communication (IMC), Factors contributing to IMC, Participants in IMC, IMC Promotion Mix, IMC Management & Planning Model, Challenges in IMC, Promotion Mix, Sponsorship: POP: Supportive Communication, Role of E-Commerce in Marketing Communication. UNIT IV (16 Sessions) Advertising Management, Overview: Meaning, Nature and Scope of Advertising, Advertising and Other Promotional Tools, Role of Advertising in Promotion Mix, Process of Advertising, Customer and Competitor Analysis, STP Strategies for Advertising. Campaign Planning: Message Creation, Copywriting. Role of Creativity in Copywriting Media Planning, Testing of Advertising Effectiveness, Preparation and Choice of Methods of Advertising Budget, Ethical and Social Issues in Advertising, Management of Advertising Agencies, Role of Advertising in Natural Development. Unit-III Communication, Process of Communication, Marketing Communication, Objectives of Marketing...
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...Aquarius Advertising Agency Case 1. Goals: The goal of Aquarius is to offer quality services to their clients. They also wanted to reorganize their organization structure to help them improve efficiency, respond to environmental changes and increase communication between apartments. Environment: Aquarius is a traditional organization and has a hierarchy system that makes the company inflexible to change. They need to change this in order to keep their organization alive from other advertising firms (competitors) and current customers changing advertisement firms. Size: Aquarius is a middle-sized firm that offers two services to their clients. They currently have an organization structure that was a hierarchy structure which included upper management, managers and other operational staff. Culture: Aquarius wanted to improve on their communication of their departments so they can sustain and increase their excellence of attracting and maintaining their clients. Technology: Aquarius had many different communication methods and tools to deal with their clients. They contacted clients through email, telephone and made formal meetings with their clients. They also had the technology and software to create ads for televisions, newspapers, the radio, the internet and billboards 2. I think Aquarius should move towards more of a horizontal structure rather than a vertical or traditional (hierarchy) structure. I think they need to integrate their Accounts, Operations...
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