...Advantages of Internet Promotion The emergence of globalise trade, increase in foreign investment and cross-border transactions have put many small businesses under pressure to find innovative ways to continue to market their products and services. This is especially difficult given that they often operate on tight marketing budgets. In the quest for cheap marketing alternatives, these small businesses continue to use conventional marketing tools such as newspaper, magazine, radio and television advertisements, unaware of the advantages that Internet Promotion offers. All too often, these entrepreneurs focus on the disadvantages of Internet Promotion and fail to adequately take advantage of the opportunities that it presents. Moreover, their preoccupation with conventional marketing strategies is driven by a misconception that these are cheaper than Internet Promotion. (article continues below...) To most small business entrepreneurs, marketing or promoting their products or services via the Internet can be a daunting task. However, with adequate information small businesses can benefit significantly from Internet Promotion while minimising the disadvantages that it presents. In fact, it may prove to be the marketing strategy that generates the highest return on investment. Advantages of Internet Promotion Cost Effective and Enduring Marketing Strategies The Internet has become the information superhighway for the buying public. Most persons prefer the hassle free transactions...
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...the role and functions of advertising. What is Advertising? It is a monetary and non-monetary form of persuading the audience through communication that uses: “Non-personal mass media – as well as other forms of interactive communication – to reach mass audiences to connect an identified sponsor with a target audience” (Wells, Moriarty, and Burnett) If firms want to gain and increase sales and profits, they will have to be communicated to the customers. A total marketing communication program is called “promotion mix”. One of its key components is advertising. Before firms begin this step in ‘promotional mix’ business must understand the important relationship between the product and the market place. {Advertising is the most important element of promotion, which is a key component of the Marketing Mix.} What is Marketing Mix? This is one of the most famous marketing terms when studying Marketing and Advertising. “The marketing mix is the set of controllable tactical marketing tools. That considers the the 4P’s. * Product * Price * Place * Promotion This is what firm blends to produce the response it wants in the target market”. {Kotler and Armstrong (2010)} What is the right promotional mix? Business need to see how products or services are presented to customers. Their main criteria to check on is, personal selling, sales promotion, public relations and advertising. The role and functions of Advertising; The roles and function...
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... 1. Advertising i. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. 2. Personal Selling ii. Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. 3. Public Relations iii. Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading odd unfavorable rumors, stories, and events. 4. Direct Marketing iv. Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. 5. Sales Promotion v. Short-term incentives to encourage the purchase or sale of a product or service. What are the elements in the communications process? 1. Consumers 2. Marketing Strategies 3. Communications Technology What are the three types of appeals in message content? 1. Rational Appeals i. Relates to the audience’s self-interest. 2. Emotional Appeals ii. Attempt to stir up either negative or positive emotions that can motivate purchases. 3. Moral Appeals iii. Directed to an audience’s sense of what is “right” and “proper”. What are the four common methods used to set a promotional budget? 1. Affordable Method i. Setting the promotion budget at the level management thinks the...
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... 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 that...
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...Beyond Traditional Marketing Prepered By: Dipali Parmar and Harsh Pandya Dept. of Business Administration, Faculty of Management., Bhavnagar University Bhavnagar Content of Abstract:Introduction:Every marketing manager needs to know about marketing in today‟s competitive markets. Beyond traditional marketing means now a days there are introduce many new technologies for the purpose of marketing. For instance, web assessment-measuring the effectiveness of electronic commerce site, Direct marketing, effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site, network marketing/ multi-level marketing, current trends, prospects and challenges in Indian retail industries, rural marketing, Indian marketing strategies for new product development, current marketing environment, value chain and corporate strategic planning, focus on consumer behavior, customer satisfaction etc….. Abstract:Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the unique combination of its inherent characteristics: electronic markets, technological platform, and marketing issues. In this context, electronic markets are the Framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for...
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...* Explain how an individual may start an online business? As you know there are 10 steps to start an online business Step 1 : Start with an Idea Define your niche !!!! Which is more important than other steps .there are several question that you suppose to answer before getting started your business : * What is my goal? * Where am I now? * How much money can I invest? * How many hours can I work? * What product can I sell? * How do I get traffic? * Should I go in for outsourcing? If so, how? * Who are my competitors? And how can I do better than them? * What are my skills? * What am I good at? * What do I love to do? we have to make a good decision about what we want to sell .our own products or services ? other people’s products or services? We need to find exactly what we need for our upcoming event, and find exactly what we want for our life What do we love ? and what do we know? Any hobby can be turned into a successful online business that makes money for us Step 2 : Legal matters We cannot get started without a business license. Even though we are starting an online business, we still must have a business license. We need local authorities to accept our business as a legal entity. we have to follow in our city, county, state, or country of residence. Step 3 : Your domain name We need a place to send our potential customer where our website will come into play...
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...Maureen Okoeguale Dfanni’s House of Fashion Final Course Project Report MKTG522 – Marketing Management Professor Lynne Pryor August 24th, 2015 DeVry University Table of Contents Executive Summary: …………………………………………………..3 Introduction: …………………………………………………………3 IMC Objectives: ……………………………………………………….4 Market Analysis: ………………………………………………………5 Communications Strategy Plans: …………………………………….6 Traditional Media: …………………………………………………….6 Internet: ……………………………………………………………….6 Direct Marketing: …………………………………………………….7 Sales Promotion: ……………………………………………………..7 Public Relations: ……………………………………………………..7 Communications Schedule: ……………………………………………8 Budget Evaluation: …………………………………………………….9 Conclusion: ………………………………………………………….....10 Reference Page: ………………………………………………………..11 Executive Summary The mission of Dfanni’s House of Fashion is to offer the best quality designer brands and styles from around the world at fair and competitive prices. Provide world class customer service and deliver excellent customer shopping experience that’s entertaining for the kids and relaxing/pleasing for adult shoppers. We will thrive at becoming the world’s greatest premier retail store, offering innovative and creative merchandise, and most importantly, using more technology and directing the company’s resources towards those fundamentals that are core to our customers. Prior to now, our company has only operated virtually generating $10 million and $15 million U.S. dollars of revenues in years 2013 and 2014 respectively...
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...Finally, Lay’s want to encourage its customers a chance in behavior; which is purchasing the product being advertised. During the introduction stage Lay’s life cycle job is to distribute information about the product and how it is superior to the competitor’s product. In the growth stages Lay’s aim to increase the target segment’s feeling about the product in a positive way. The maturity stage sees the marketer reminding the consumer of the value of the product to maintain lay’s business. The last decline stage is the marketer reduces the amount of money spent on advertising (cespedes, 1996). Then, there are many ways by which lays convey information to potential customers in the form of different types of advertising such as television commercials, print ads, packing, and product prices. These print ads are the one that are find...
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...Corp. Marketing Mix- Promotion When is comes to a Marketing Mix, one of the most important steps in this process is the Promotion Mix. A company has an overall Promotion Mix, or Marketing Communication, and can also promote itself through advertising, public relations, personal selling, and sales promotion. With a company like Starbucks, promotion is key when reaching out to potential customers. Typically, when skimming a magazine, driving down the highway, or even simply just walking down the street, encountering the Starbucks logo is not a rare site. Starbucks advertises themselves on billboards, newspaper, ad space, and logos through the form of institutional advertising. When using institutional advertising, Starbucks goal is to improve the image of their company as whole to consumers and their target market. (Hair, Lamb, McDaniel, 2014). Along with this advertising, Starbucks uses various types of media to best reach its target market. Some of these media types are: magazine ads, television commercial ads, and most importantly through social media. Although Starbucks uses magazine ads and television commercials to portray their products and a friendly coffee shop environment, the company tends to have a big brand presence when it comes to the Internet. According to Branding Personality, Starbucks has made it a point to take its successful offline branding strategies and implement them online. Its online image and messages have stayed consistent with their...
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...Online Advertising Online advertisement refers to the marketing and promotion of various products and services on the internet by an individual. The aim is to create vast awareness to people all over the world by the use of World Wide Web and the internet. Entrepreneurs have been using so many options to carry out online advertising so as to increase their sales and achieve their objectives. The kind of online advertising to be used should be carefully selected in order to achieve the expected results in the online advertising process. There are three distinct options any individual that wants to promote his products and services could go for; Pay Per Click (PPC) Pay Per Impression (PPM) and Pay Per Action (PPA). Any individual that uses the Pay Per Click as a type of online advertising normally pays the website owner only when their Ads have been clicked by people. The advertiser agrees with the publisher on the fixed charge per clicked Ad. This is very reliable since it enables more people to have awareness of products and purchase them. Examples of Pay Per Clicks (PPC) include; Google Adwords, Google Adsense and Yahoo Search Marketing. If an individual employs Pay Per Impression (PPM) he will be required to pay only when his Ad has been displayed on a certain web page. This is a very good way of creating product promotion to people who visit other sites. Examples of such types of online advertising are banner Ads and Popup Ads. For the Pay Per Action (PPA) it involves purchases...
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...Table of Contents Executive Summary ………………………………………………... 1.0 Introduction ……………………………………………………… 1.1 Objectives of Sales Promotion Campaign …………………. 1.2 Customers to be Targeted ……………………………………. 1.3 Series of Consumer-Oriented Promotions ………………... 1.4 Trade-Oriented Promotions ………………………………….. 1.5 Communication Consideration………………………………. 1.6 Budgetary Considerations …………………………………… 1.7 Scheduling Considerations ………………………………... 1.8Legal and Logistics Considerations ………………………… 2.0 Appendices ………………………………………….................. 3.0 References ………………………………………………………. Introduction The main aim of this report is to create a 12-month London based sales promotion plan. This will be done by using different amount of factors to determine the best strategy for Virgin Atlantic. These factors will be including the objectives of the company as well as to what type of consumers to target while taking a deep look to budgeting and scheduling details. Since it was established in 1984, Virgin Atlantic Airways has turned into Britain's second biggest bearer serving the world's real urban communities. Presently based at both London's Gatwick and Heathrow air terminals, it works whole deal administrations to thirty destinations worldwide as far separated as Las Vegas and Shanghai. Virgin Atlantic has delighted in tremendous prevalence, winning top business, shopper and exchange grants from around the globe. The aircraft...
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...the right place, and in the right form and condition when consumers want them. Apple excelled at this by having A. enough money to support its product introductions B. a finely tuned supply chain C. top-rate designers D. loyal customers E. global reach 2. An effective message (e.g., found in any type of promotional activity) must accomplish all of the following except: A. It gains the attention of the receiver of the information B. It stimulates the brand team to implement the marketing mix C. It suggest an appropriate way of satisfying the consumers’ needs D. It achieves understanding between the sender and the receiver of the information E. It stimulates the receiver’s needs 3. Guerilla marketing A. Involves attacks by "commercial terrorists" on the promotional programs of other firms. B. Usually attempts to be funny, maybe even outrageous -- but never offensive. C. Has the problem, because of its very low-key delivery, of often failing to be noticed by consumers. D. Is not under the control of the firm E. Avoids traditional media and uses innovative, low-cost ways to reach a target market. 4. Company sponsored disaster relief projects, such as Duracell Power Relief Trailer, Pepsi Refresh, and Tide Loads of Hope, are all examples of which promotional technique ? A. Publicity B. Direct marketing C. Public relations D. Product placement E. Sales promotions 5. Points plotted along a single...
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...and Sales Promotion In the summer of 1965, 17-year-old Fred DeLuca was trying to figure out how to pay for college. A family friend suggested that Fred open a sandwich shop—and then the friend invested $1,000 to help get it started. Within a month, they opened their first sandwich shop. From that humble start grew the Subway franchise chain with more than 33,000 outlets in 91 countries. Targeted advertising, timely publicity, and sales promotion have been important to Subway’s growth. For more than 10 years, memorable Subway ads featured Jared Fogle, a college student who was overweight but lost 245 pounds by only eating Subway’s low-fat sandwiches like the “Veggie Delite.” Jared says it was a fluke that he ended up in Subway’s ads. After all, he was recruited to do the ads because of good publicity that Subway got after national media picked up a story that Jared’s friend wrote about him in a college newspaper. Subway’s strategy at that time focused on its line of seven different sandwiches with under 6 grams of fat. The objective was to set Subway fare apart from other fast food, position it to appeal to health-conscious eaters, and spark new sales growth. Jared already knew he liked Subway sandwiches, but the “7 under 6” promotion inspired him to incorporate them into his diet. As soon as Jared’s ads began to run, word of his inspiring story spread and consumer awareness of Subway and its healthy fare increased. It’s always hard to isolate the exact impact of ads on sales...
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...targeting on men and women age 21 to 30 years old, especially for people with a busy lifestyle. These groups can afford McWendy without bursting their pocket. Hainanese chicken, being the local delights, is not only popular with the locals; tourists who visit Singapore will also be attracted to this new food product. In other words, the new hainanese chicken fries will be an iconic representative in Singapore. This is also known as the unique proposition. McWendy will the first fast food chain restaurant that sells local delight favor fast food product. McWendy’s new product; Hainanese Chicken Fries incorporate local delights and fries. This is the unique selling point for the new product. 3. McWendy’s Hainanese Chicken Fries print ad: The print advertisement consists of the new McWendy’s...
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...ACKNOWLEDGEMENT I express my sincere thanks to Mr. Vineet Kumar (Regional Manager), Mr. Vikram Mishra (Sales Head) for giving me the opportunity to do training and to learn and upgrade my skills in this esteemed company. I want to express my gratitude and sincere thanks to Mr. Ravi Kumar (Sales Manager) for his valuable guidance and support in planning, organizing and structuring the conduct of my summer training and in compilation of final of final report. Under his able and close supervision was able to successfully complete this work. The present work reflects at every part his valuable and wise suggestions, discussions and criticism. I am also very much Thank full to Mr.Gaurav Mishra (ASM) & Mr. Ajay Pratap(ASM) for his great guidance witch got in the period of summer training and to the other employs of marketing department of “Indiamart Intermesh Ltd”. I am very thankful to my faculty Guide Ms. Sonia Singh who guided me to accomplish the project and I dedicate this project report to my faculties. ANUPAM MANGLIK MBA(M&S) A0102207022 PREFACE Quiet frequent these days, people talk of Marketing & Sales both in academic institution and industries. Several project works are undertaken and accomplished year after year. But in most cases, very little attention has been paid to an important dimension relating to project work. The result is that much of the project research, particularly in social science, contains endless word spinning and too many quotations...
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