...Advertising can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people (Kotler, Cunningham, & Keller, 2008). Successful advertisements build an appetite in consumers through viewing, listening, and reading. Advertising also gives the consumer the necessary instructions to fulfill those needs that were created. Since there are so many goods and services available, organizations must use convincing approaches in their advertisements to increase the chances that ad budgets will have a positive return. There should be a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time which is called an advertising objective or goal (Kotler et al., 2008). This paper is written to compare and contrast a product offered by Marriott International Incorporated through the advertising platforms of traditional, tradigital, or digital. It will also recommend the advertising type that is most effective and offer an investigation into the return on investment (ROI). Advertising media platforms can be categorized into three different types: traditional, tradigital, and digital. Traditional advertising is what most people think of when talking about advertising or marketing and includes the “usual” venues for media placement, such as newspaper, radio, broadcast television, cable television, or outdoor billboards (“Types of Advertising,” n.d.). Traditional advertising medias are...
Words: 2480 - Pages: 10
...INTERNET`S ENTRY INTO THE ADVERTISING WORLD HAVING captured one bastion after another, the communication revolution is now all set to change the way people do business. It’s amazing how the business environment has changed dramatically in the last two decades. Who could have imagined the world would become such a small and dynamic marketplace where one can transact Business or receive information with little or no human interface? Who could have imagined that a seller’s market would soon become a well-informed buyer’s market? Who would have expected such tremendous pressure on manufacturers and suppliers to optionally balance costs, quality, price and time, and remain competitive at the same time? The world has moved from an industrial to a service economy, and now to a knowledge economy. In today’s context, information technology and business processes have a truly recursive relationship– with strategy and processes being driven more by the new possibilities that the Internet opens up on a regular basis. Online advertising in Indian Scenario The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating sector in online advertising and accounted about 40% of total online advertising in India. Some of the leading...
Words: 1462 - Pages: 6
...how to best develop a brand. Branding is a focal part of marketing which helps companies distinguish themselves from one another. Today’s marketers are faced with challenges on selecting the best branding strategies; should branding be done using functional marketing and or using physic(emotional) marketing? Marketing is an ever-evolving dynamic process that doesn’t seem to have a one simple cut solution. It’s important for a company to convey their brand in a powerful manner while embodying the true essence of what the company stands for. Today’s marketplace is more challenging than ever and it’s important to have a strong marketing message that resonates well with consumers. In the post-recession era, consumers are far more meticulous and price-conscious on purchasing quality goods at the best value. Marketers need to be aggressive more than ever to develop good branding messages to chase after scarce discretionary dollars. Branding Strategies Creating a brand strategy is an intricate process while considering a company’s target market, value opportunity gap, and competitive opportunities to establish the brand’s concept. Companies place great focus on the brand concept, because this is how their product is desired to be perceived by consumers. In developing a brand marketing strategy, marketers must create a viable strategy for the long-term to create and sustain notable distinctions of a product over its competitors (Singh, 2012). Branding strategies help differentiate...
Words: 2241 - Pages: 9
...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 and online activities in building brand equity...
Words: 26997 - Pages: 108
...VIEWPOINT Ingredient branding case study: Intel Introduction 1. Introduction to ingredient branding 2. The need for an ingredient brand 3. Developing the ingredient brand strategy 4. Intel co-operative marketing strategy 5. Creating a quality standard 6. Intel campaign investment 7. Ingredient branding results 8. Ingredient branding success factors 1. Introduction to ingredient branding Every month more than 4 million billion (4 x 1015) transistors are produced; more than half a million for every human on the planet. Most computer chips each comprise more than 7 million transistors. Twelve years ago computer chips, in the eyes of consumers, were a generally unknown component of PCs - a commodity product. From a competitive standpoint, a computer chip is a typical commodity. Take one out, put another in, no performance difference. Chips are something most customers don't see, many don't understand, and large numbers don't care about. But Intel has built a brand around a commodity. The company was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world's market for personal PC microprocessors. Although the market is more competitive today, Intel is still the largest chip manufacturer in the world. 2. The need for an ingredient brand Intel developed the chips which set the standard for personal computing during the 1980s, beginning with the 8086 chip and then developing a series of product improvements. Competitors rapidly adopted the same naming convention...
Words: 1605 - Pages: 7
...Branding Strategy: Building Strong Brands Some analysts see brands as the enduring asset of a company, outlasting the company’s products and facilities. Brands are powerful assets that must be carefully developed and managed. Here are some key strategies for building and managing brands. Brand Equity: Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty. A brand has positive brand equity when consumers react more favorably to it than to a generic or unbranded version of the same product. It has negative brand equity if consumers react less favorably than to an unbranded version. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because the brand name carries high credibility, the company can more easily launch line and brand extensions. A powerful brand offers the company some defense against fierce price competition. Building Strong Brands: Branding poses challenging decisions to the marketer. The major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship, and brand development. • Brand Positioning: Marketers need to position their brands clearly in target customers’ minds. Positioning refers to the act of designing the company’s offering and image in such...
Words: 2140 - Pages: 9
...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 and promotion of ideas, goods, or services by an identified person.” If we look at the history we come to know that, the very first television ad appeared on July 1, 1941 during a baseball game on a local New York channel. It was a 10-second ad which advertised Bulova watches and cost only four dollars;...
Words: 1835 - Pages: 8
...Synthesis Paper Advertising refers to an approach to marketing that is often aimed at persuading a given audience through the media to continue doing something or to take actions that relate to ideological support or commercial offering. Advertising as a form of marketing communication has evolved over the years whereby it has gone through major changes and improvements to achieve the desired goals by corporations and businesses. Also, among the significant changes in advertising includes the shift from traditional approaches to advertising to the digital advertising on digital environments and platforms provided by the advanced technologies. However, despite the shift in advertising from the earlier approaches and methodologies, the traditional advertising styles have contributed a lot to the current issues in advertising. 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...
Words: 880 - Pages: 4
...agencies seeking to advertise on mobile devices simply adopt the same creative approach they use for their online campaigns? Dynamic Logic has repeatedly demonstrated that creative quality is an important factor in the success of an online advertising campaign.1 But while many of the best practices for online creative hold true for mobile creative, the most successful mobile campaigns include additional important creative elements. Based on data from Dynamic Logic's MarketNorms, a leading digital ad effectiveness database made up of 6,000-plus online and 110-plus mobile campaigns, the research included in this report identifies several creative elements that advertisers and agencies can adopt to maximize the creative impact of their mobile campaigns. These elements are not intended to be a foolproof recipe for success – other factors such as targeting, technical execution, flight size and length, etc., also need to be in place to generate high performance. But we have found that the following creative elements and their underlying principles are associated with high performance in important branding measures such as ad awareness and purchase intent across campaigns from multiple industries. The Added Impact of Mobile Ads While mobile advertising is still in its infancy when compared to online campaigns, it has proven to be a very successful method for impacting the viewer. Dynamic Logic's mobile norms show that on average, mobile campaigns greatly outperform...
Words: 1473 - Pages: 6
...service willing to compromise its own brand-building to add the ingredient brand on the package as well as in advertising? There are four conditions: * The ingredient is highly differentiated, usually supported by patent protection, and so adds an aura of quality to the overall product. * The ingredient is central to the functional performance of the final product. * The final products are not well-branded themselves, either because the category is relatively new, because customers buy infrequently or because there is low perceived differentiation among the options. * The final products are complex, assembled from components supplied by multiple firms who may sell the "ingredients" separately in an aftermarket (http://blogs.hbr.org/quelch/2007/10/how_to_brand_an_ingredient_1.html). The weakness for Sandwich Blitz is the ROI of 30%. This doesn’t sound like a big profit to me at all. Advertising is a good way to increase the ROI. Advertising venues range from print newspapers and magazines, to website banner ads, to billboards, to nonprofit sponsorships. Whatever medium you choose, your advertising investments should be targeted toward reaching the demographic most likely to be interested in your product or service (http://www.fsrmagazine.com/content/branding-essential-all-restaurantshttp://smallbusiness.chron.com/increase-companys-roi-through-advertising-46951.html). The opportunity for Sandwich Blitz, Inc. is for the business to expand. Some ways to expand are...
Words: 430 - Pages: 2
...and not the brand. B. Promoting the company name, Velcro, and reinforcing it as a brand to the public. V. Objectives A. To change the market’s perception on Velcro Industries and its products. B. To be able to establish Velcro as a brand, separating it from all the other fabric-fastener type products. C. To transform Velcro into a globally recognized brand rather than a behind-the-scenes manufacturing company. VI. Areas of consideration 1. Velcro Industries 2. Velcro as a brand and not a product 3. Velco Industries makes 35,000 products 4. The company has historically tried to avoid publicity 5. Building around the core of amazing connections VII. Alternative courses of action 1. Start a new branding campaign. ADVANTAGES: By starting a new branding campaign through promotions and a whole new set of advertisements and commercials, Velcro Industries can spread brand awareness throughout their market. Coming up with a creative campaign that can fully utilize and express Velcro Industries as a brand will be beneficial to both the company and the market as it would establish the company as Velcro Industries and their hook-and-loop fasteners as the product and not both as “Velcro”. There will be a separation between the brand and the actual product called hook-and-loop will get its recognition. DISADVANTAGES: This might not produce the desired effect – or will only drive minimum effect. It might cause confusion within the market because most consumers know...
Words: 1153 - Pages: 5
...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...
Words: 3793 - Pages: 16
... Module Code : MK0389 Word Count : 1997 Dead Line : 13/05/2013 Contents page Introduction 3 PART A: Promotion and Branding in Global World 3 Standardized and Localized Strategies 4 Case Study: Nike 5 Case Study: PizzaHut 5 Discussion 6 PART B: Future Environmental issue 6 Changing Social Trends 7 Case Study: Nike 7 Case Study: PizzaHut 8 Conclusion 8 Reference List 9 Introduction With the growing pace of globalization, companies’ marketing departments are faced with a substantial challenge of designing successful marketing strategies promoting their products and services (Keller, 2010). The ongoing academic debate has pointed out the tension between standardization and localization practices (e.g. Whatley, 2012). While the benefits frequently associated with the standardization practice revolve around the promotion of a single consistent message to the global market (Aaker, 1991), the localization paradigm emphasises the particular differences between individual markets and thereby the need to adapt marketing strategies to suit the needs of the local population (Gillespie, Jeanner & Hennessey, 2010). The aim of the presented paper is to critically investigate the promotion and branding strategies pursued by global organisations. The key focus is put on the examination of their relative effectiveness and two case studies are used to demonstrate the validity of...
Words: 2785 - Pages: 12
...Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Criteria for Segmenting An ideal market segment meets all of the following criteria: * It is possible to measure. * It must be large enough to earn profit. * It must be stable enough that it does not vanish after some time. * It is possible to reach potential customers via the organization's promotion and distribution channel. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). * It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. * It responds consistently to a given market stimulus. * It can be reached by market intervention in a cost-effective manner. * It is useful in deciding on the marketing mix. Methods for Segmenting Consumer Markets -Geographic Segmentation Marketers may segment according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes. With respect to region, in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot regions, one can sell summer wear. In cold regions, someone can sell warm clothes. A small business commodity store may...
Words: 2850 - Pages: 12
...THE CRITICAL EVALUATION OF THE 22 IMMUTABLE LAWS OF BRANDING A Project Report Prepared by Prashantha Hettiarachchi Venura Polgahawatte Paul Fernando Vajira Karunarathna Rizwan Mohamed Thilina Fernando Chandika Jayawardena K. C. Rathnayake Dishani Fernando & Kumara Course: Post Graduate Diploma in Marketing Management. 2010 AQAINAS COLLEGE Contents 1. Acknowledgement 2. Executive Summery 3. The 22 immutable laws of branding 1. The Law of expansion. 2. The Law of contraction 3. The Law of Publicity 4. The Law of Advertising 5. The Law of The Word 6. The Law of Credentials 7. The Law of Credentials 8. The Law of Category 9. The Law of The Name 10. The Law of Extensions 11. The Law of fellowship 12. The Law of the Generic 13. The Law of the Company 14. The Law of Sub Brands 15. The Law of Siblings 16. The Law of shape 17. The Law of Color 18. The Law of Borders 19. The Law of Consistency 20. The Law of change 21. The Law of Mortality 22. The Law Singularity Acknowledgement First let us express our heart filled gratitude to Mr. Nalin Anthony, the lecturer at Aquinas University of Sri Lanka, for his valuable guidance throughout the completion of this Project. We would like to express sincere thanks to Mr. Nalin Anthony for giving us the correct guidance towards to our professional lives, he is a very professional character and the way he conducted lectures will always help us throughout our lives. ...
Words: 5823 - Pages: 24
