...Types of advertising Print this page In this guide: 1. Advertising 2. Create your unique selling proposition 3. Types of advertising 4. Planning your advertising 5. Tips for effective advertising 6. Monitoring the success of your advertising 7. Advertising regulations Print entire guide A successful advertising campaign will spread the word about your products and services, attract customers and generate sales. Whether you are trying to encourage new customers to buy an existing product or launching a new service, there are many options to choose from. The most suitable advertising option for your business will depend on what products or services you are advertising, and your target audience. For example, if you know that your target market reads a particular magazine, you should advertise in that publication. The following list is an introduction to advertising methods that you could use. Remember, you can always be creative in your advertising to get noticed (within advertising regulations). Newspaper Newspaper advertising can promote your business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section. You may find that a combination of advertising in your state/metropolitan newspaper and your local paper gives you the best results. Magazine Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential...
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...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and 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...
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...Advertising is a combination of specialized skills and professions that incorporate a number of approaches and philosophies, including those of a scientific or numbers oriented, strategic or problem/solution oriented, and artistic or aesthetically oriented nature. Advertising includes a variety of disciplines and specialties, including research, media buying and planning, copywriting, art direction, print and broadcast production, media sales, sales promotion and product publicity, strategic planning, personnel management, budgeting, scheduling, negotiating, and even business presentations. Because advertising is a major element in a company’s marketing plan, it works in conjunction with the firm’s overall corporate marketing practices. Advertising is a business, and advertising is part of business. Business whose goal is profit from the sales of products and services use the tool called advertising to carry a message to the consumer. Advertising is the voice, the expansion of marketing. It is communication. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea...
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...Tim Horton’s [Type the document subtitle] [Pick the date] PNC Bank pt24581 Target Market Adults Tim Horton’s primary target market is men and women aged twenty five to forty. According to scottrade.com, this group accounts for almost half of its total business (forty nine percent). Tim Horton’s attract this group through contemporary design and consistency in its advertising and décor, and the drive to keep their products current to avoid the “lost in time” negativity that can arise in small businesses. According to a personal interview with my relative John R. Moses, who is a senior manager at one of the shops in Canada, claims “our consumers tend to be urbanites with relatively high income, professional careers and a focus on modern social lifestyles. This target audience grows at a rate of three percent annually. Young Adults This category consists of individuals aged eighteen to twenty four, total forty percent of Tim Horton’s sales. (Scottrade.com) Tim Horton’s positions itself as a place for college students can relax, study, work in groups, and network. The company appeals to this consumer directly through free internet services, such as Wi-Fi, focusing on social networking and actively cultivating an “energizing” image. According to John R. Moses this group grows four point six percent each year. Kids and Teens Through Tim Horton’s friendly environment, they appeal to kids that come with their parents. They do not cater directly towards kids;...
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...Advertising Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply information about new products through advertising. The fact that companies spend crores of rupees or millions of dollars on advertising through TV, radio, the internet, and newspapers indicate its benefits in sales promotion. Advertising is within the scope of promotion, which is one element in the marketing mix. It is getting popularity in the present highly competitive and consumer-oriented marketing. All products old and new, consumer and durable, cheap and costly need extensive advertising for sales promotion and consumer support. Latest communication techniques are now used for making it more attractive and agreeable. The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to influence the buying behavior of consumers. Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political aspects of our life. The term ‘Advertising’ originates from the Latin word ‘Advertere’ which means “to turn the mind towards.” The dictionary meaning of the term advertising is “to give public notice or to announce publicity.” This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people (prospects) towards a specific product / service / manufacturer. 2. Definition of Advertising Advertising is defined differently...
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...& price for this purpose, they have to communicate with, persuade, & motivate them. To achieve this, they use promotional strategies. Promotion is the means through which a company meets its prospective customers. Meaning of Promotion: Promotion is a part of an organization marketing mix that is used to inform & persuade the market regarding its products & services. Promotion Mix: It is a combination of personal selling, advertising, sales promotion, publicity & public relations that helps an organization to meet its marketing objectives. Communication Process in Marketing: Companies to be successful must communicate effectively. Effective communication is one which is received by the receiver in its original meaning as sent by the sender. In marketing, effective communication must be capable of making the consumers understand what the company is going to say. Following are the steps in communication process: 1. Identifying the Target Market: It is concerned in finding out to whom the message is being prepared. For each group of consumers or distributors a different message is required. Identifying the target, market helps a company to ascertain tastes, preferences etc of the consumers. 2. Determine the communication Objective: After analyzing target market & their characteristics, the next step is to find out what is desired from the communication, to attract the target market. 3. Designing the Message: While designing the message, the marketing manager must understand...
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...Case Study: Conroy’s Acura: Customer Lifetime Value and Return on Marketing Case Summary: Conroy’s Acura was founded in November 1986 by Ross Conroy, a veteran of the car industry who also owned a General Motors dealership to open in Toronto and one of the first in North America. Located in downtown Toronto, Conroy’s Acura sold both new and pre-owned vehicles, and its service department was dedicated to Acura Products. Conroy’s Acura was an independently owned dealership that held a franchise agreement with Honda Acura’s parent company. It has been a successful company amidst the number of competitors since 1986. And now, it needs to create less expense or cost efficient strategies to increase the number of customers and most importantly, sales. Allowing Employees and the other people in the work force to contribute to the brainstorming of new ideas, this became an interactive company work. Given that advertising will not be that purely effective for it, since it can only attract an indefinite number or potential customers. Statement of the Problem: What effective way/s should the Conroy’s Acura company be doing sto increase customer lifetime value on marketing, sales and profit? Analysis of the Data Data: Organizational Structure The company has a Functional Organizational Structure The company’s employees are organized by what they should do in their work. There is one top line manager, Terrence Conroy, he is the person who manages and controls the company...
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...Promotional and Advertising Strategies By Aveon Sims Strayer University BUS 508 Contemporary Business Professor Jean Fonkoua August 31, 2014 Promotional and Advertising Strategies Promotion and marketing are among the most essential market mix features or elements. Market mix involves different strategies commonly known as the 4P’s: product, price, place and promotion. The key motive of promotion is to increase clients’ awareness of a brand or a project increase brand loyalty and generating sales. Promotional mix is composed of diverse elements such as personal selling, sales promotion, advertising, publicity and direct marketing. Both large and small customers understand the importance of promotional advertising strategies such as turning a new product to become a household name or established products into to top priority of the customer. Small and large companies benefit through applying different strategies of promotion and attracting more customers. A television set has become a necessity in the modern life with all the families searching for the best brand that is easier to operate and has more applications. Different organizations have ventured into the manufacturing and assembling of television set to enjoy the advantages (Scissors & Roger 2002). The paper will focus on advertising and promotional strategies applied by different companies that concentrate with manufacturing and assembling television sets. Samsung and Sony have emerged as the two most successful...
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...telephone, magazines, newspapers, television, radio and online, these are the media that most advertisers use to promote their products or services. Each of these has its own advantage and disadvantages. Direct mail is the most suitable for testing and it can reach all households but it is the most expensive among all media. Telephone has a powerful one on one capability but it is dangerous with prospects. Magazines can reach mass or class but has less space to tell a story. Newspapers have a wide variety of format but sometimes advertisements can be affected by a local condition. Television has a powerful demonstration capability but has limited copy time. Radio has a high frequency but has no visual appeal. And online which is popular nowadays can have a fast retort from the consumers but it has no permanent response device. Today, we see facebook users use facebook as a mean of advertising their product. It may be make ups, garments, bags or even foods. It is much easier to advertise through this social networking site. This idea won’t cost you even a single centavo and lots of people can see it. You just need to upload the picture or video of your merchandise and then tag it or post it directly to the page of your friends. But is online advertising effective? Reports have shown the ads to be both an effective and ineffective means for businesses to target their advertising dollars (http://www.businessnewsdaily.com/2771-facebook-ads-effectiveness.html). Background of the...
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...The GoodNight Inn’s Strategy Abstract: Anton Cahoon is the manager of the motel GoodNight Inn. During the first two years of operation occupancy levels have remained far below average level for the motels classification. Therefore, he wants to make a change and explore opportunities to increase the occupancy levels and profitability. We will use the following framework to help analyze and evaluate the possible strategies Anton should follow, ultimately coming to a final marketing strategy and reasons for pursuing that strategy: Background: Customers: He currently does not focus on a target market, instead relying on people to find his motel as they head towards the tourist area. Company: From the aspect of the motel itself, GoodNight Inn has its own advantages and disadvantages. It is located at the edge of a very small town near a rapidly expanding resort area and about one-half mile off an interstate highway. It is equipped with 60 rooms, standard bath facilities, and free cable TV. However, there is no swimming pool or any other nonrevenue-producing additions or services, including a restaurant. Competitors: Anton’s main aim has always to try to avoid direct competition as he cannot compete with other hotels with the services and facilities he currently offers. Instead he chooses to avoid all the “unnecessary expenses” and compete on price. GoodNight Inn is faced with four types of competitors at present. They are listed as follows: 1) Several nationally...
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...Word Count: 2201 (3743). By Raphael Strauss Word Count: Friday 12th of April, 2013 Advertising effectiveness Advertising effectiveness MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen MKT5A5 – Advertising and Media in the Marketing Environment Gordon Bowen Table of contents : Executive Summary: 2 Introduction: 3 Findings: 4 Factors: 4 Brand awareness: 4 Creativity: 4 Media: 5 Rational appeal: 6 Emotional appeal: 6 Specialized area: 7 Celebrity endorsement: 7 Recommendations: 8 Conclusion: 9 References: 9 Appendices: 12 Executive Summary: This report examines five factors that make an advertisement effective. They were chosen, as they are probably the most important. These factors are: 1. Creativity. It is believed that it encourages people to pay more attention (Heath, Nairn and Bottomley, 2009). Also, it allows the advert to stands out from all the other adverts, as creativity is defined by Wright (2000) as ‘original’. 2. Brand Awareness. This is important because if there is awareness, the audience will pay more attention to the advert, making it more effective. 3. The choice of the media. If the media does not match with the target audience, the...
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...Bring the life back in the Zoo! GROUP-RED OCEAN Course: Advertising & Promotions Management(MKT 337.4) Course Coordinator:- Md Shahedur Rahman - Lecturer (NSU) Letter of Transmittal February 22, 2012 Md. Shahedur Rahman Lecturer, Business School North South University Dear Sir, In this Project of “Bringing the Life Back In The Zoo”, we have tried to implement our learning from this course. We would like to thank you for offering the opportunity to work on this topic. Despite many limitations, we have tried my best to make this analysis accurate and reliable. If you have any further enquiry concerning any additional information, we would be very pleased to clarify that. Thank you. Sincerely yours, Executive summary: This report analyzes on how to create an effective IMC plan for the Dhaka Zoo. Dhaka zoo is largest zoo in Bangladesh situated in Mirpur, Dhaka. Because of some shortcomings such as mismanagement and frequent deaths of rare animals Dhaka zoo has started to loss its appeal. As a result Dhaka zoo is losing its visitors and its revenue is decreasing frequently. By creating an IMC plan, this paper aims at identifying and analyzing the factors that will motivate visitors for visiting Dhaka Zoo. First of all, we have created a mission and vision statement and also a catchy tagline for the Dhaka zoo. Then we have set our strategic goals and objectives in which the main objective was to regain the lost glory of the Dhaka zoo...
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...approach that businesses use to achieve the objectives of a marketing campaign using different promotional strategies. This includes recognizing the value of comprehensive plan to evaluate the roles of communications disciplines of public relations, advertising, sales promotion, personal selling, and direct marketing, all of which ensure maximum communication impact. Typically, it can be described in simple terms as the application of brand messaging across traditional and nontraditional marketing strategies. The messaging strategies are unified and are customer centered. The basic reasons for messaging or communication are to inform, persuade, assist other efforts, remind, and add value (Madhavaram, Badrinarayanan & McDonald, 2005). Johnson & Johnson (2005) stipulates that there are various elements used for integrated marketing communications. These include advertisement, sales, promotion, public relations, personal selling, and direct marketing. Advertising is one of the most powerful tools of marketing communication. It refers to a paid presentation and promotion of goods, services, and ideas by an identified sponsor. Advertisement is regarded as the life blood of modern business because of the ability to reach a huge number of consumers. Adverts inform consumers of the quality of a product; thus, attracting a huge number of consumers. When done in the right way, it has the ability to convince consumers of the effectiveness of a product so as to attract a large number of consumers...
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... “Advertisement Speaks For Its Company” Advertising is one of the critical marketing variables which marketers use to differentiate products in a cluttered marketplace. In order to increase the effectiveness of advertising for a product, advertising messages should be unique and meaningful. There are many techniques that advertisers use to distract the consumer to pay attention to their product. Advertisers use humor, sex appeal, and feel good emotion to connect to the consumer of the product in which they’re advertising. Many marketers use humor in advertising as a way of appealing to consumer’s emotions. These positive emotions can potentially lead the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. As In one of Doritos commercials, a cute baby was launched across a yard to snatch a bag of Doritos from his brother, who had been teasing him. The baby safely won the Doritos, and ate them, creating humor. Doritos always uses humor, the goal of the company is to make money and persuade the consumers to purchase their product. By using humor technique it allows the consumer to relate positively funny and by doing that the consumer will remember the product. Another technique used in advertising is sex appeal, in advertising is generally viewed as an effective strategy to attract attention to your brand. For instance the Carls Jr commercials, advertise their...
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...Argumentation (1, Premise)Globalization effects on economy, administrative, and geographical system of the nations in an effective manner. In todays more challenging and competitive business era, globalization is one of the most important factors that have a direct or indirect effect on the economic, administrative, and geographical system of the nations in an effective and proper manner. There are rapid changes in the economics of the nations, due to globalization. In addition, different kinds of issues are developed or created by the globalization to the countries. Also, these are affecting the nations directly or indirectly. For example, High risk investment in other countries is considered a significant issue. (1, Conclusion) After the globalization of the worldwide market, foreign investors faced the high risk to invest in the other nation due to the differences in administrative, geographic, economic, culture and demographic condition of the countries.(Lynch & Gemini, 2010) (2, Premise)Globalization contributes to the improvement of technology that helped national companies. There are various technological improvements that create effective contribution in the globalization of markets and production. It is identified that the use of computers helps the companies to adopt globalization and improve its market share in the global market. In computers, the use of the internet helps companies go global and add extra features to their production and operation activities. (2, Conclusion)...
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