...1.1 Introduction of the organization GREY ADVERTISING BANGLADESH LIMITED Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue. Grey Advertising is one of the newest ad agencies as well. Started only in 1996, Grey has been able to strengthen its market position strongly – thanks to its multinational experience and ‘Global’ approach to business. A Grey Global Group Inc, USA company, Grey has one of the most exquisite portfolios in the country. The major clients are British American Tobacco Bangladesh (BAT), Procter & Gamble (P&G), Glaxo SmithKline (GSK) Vaccination, GSK Consumer Health Care, Philips Lighting, Lafarge Cement, City Cell Digital, Novartis, Dhaka Bank, Gallery Apex, International School Dhaka, Pacific motors, Shark Energy Drink, Igloo, Coca-Cola, Siemens, Aarong etc. It is worth mentioning that BAT, P&G, and GSK are all global partners of GREY WORLDWIDE. The only multinational company in the country, Grey has proven its worth over past few years. From establishing a new brand like Virgin drinks or CityCell Digital to continuing the Global Corporate image of BAT, Grey is termed as the most respected ad agency in Bangladesh. Managed by the professionals having proven track record, Grey maintains one of the smallest workforces to run its multi-million taka operations. The creativity...
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...Assignment #1 Advertising Agency Report Advertising Barbara J. Moore 2014-10-07 Content History & business 3 Award 4 Carrere 4 5 campaigns: 4 1. IKEA – Human Coupons 4 2. Earls Kitchen + Bar - The Steak Redemption 5 3. Raising the Roof -Repackaging Help 5 4. Always - #LikeAGirl 6 5. Yellow Pages - Highlight Your Hood 6 Bibliography 7 History & business Leo burnet is one of the most important figure in the advertising world, he first started is firm in Chicago year 1935. Leo is the creator of some of the most fascinating advertising figure like the green giant, Pillsbury dough boy, tony the tiger, the Marlboro man, Maytag repair man… etc. Focusing on the Canadian side of Leo Burnett enterprise based in Toronto, the CEO and chief executive is Judy John; she was promoted CEO in 2012 and was able to guide the firm to the worlds most awarded Canadian agency in 2012. (about us, 2014). To be able to access the Québec/ francophone market, the firm partenerise with a local firm in Montreal named Martel & Co. (Leo burnett canada, 2014) The Toronto agency as a staff of around 150 employees and 25-30 of them are in the creative department, and seems that’s it is not enough coming from Lisa Greenberg, VP, Creative Director (leo burnett toronto, 2011). In the agency’s is always pushing their employee to participate in extra curriculum activities like sports, Leo Burnett Toronto as both a hockey team and a soccer team. To help there...
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...Chapter I THE PROBLEM AND ITS BACKGROUND Introduction Advertising, usually a paid announcement, of products for sale, in televisions, magazines, newspapers, radio , etc. It is the act of,persuading or calling the attention of the public regarding the product. Commercial ads seeks to generate increased consumption of their products or services through “branding”, which involves associating a product name or image with a certaing qualities on the minds of the consumers. Advertising is well related to marketing in a way that in marketing mix’s four P’s (Products, Price, Place and Promotion) , advertising is found under promotion. Background of the Study Television advertising focuses on two main task : creating a television advertisement that meets broadcast standards and then, placing the advertisement on television via a targeted air time media buy that reaches the desired customer. Asia Brewery, Inc. was established by Lucio Tan, Sr. in January 27, 1982 with the inauguration of its brewery in Cabuyao, Laguna and the launch of its first brand, Beer Hausen Pale Pilsen. This was followed by Manila Beer in 1985 and Beer Pale Pilsen in 1988. Beer Pale Pilsen (now, Beer Na Beer) was launched with much controversy The company currently brews Colt 45, Coors Original and Coors Light under license and distributes Asahi Super Dry. Theoretical Framework The Theoretical Framework contemplated for the Study are The Hidden Message Theory, Imitative Desire...
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...M1 All the different techniques used by Urban Outfitters to communicate all have benefits and negatives. The techniques are; websites, newsletters and brochures. Websites are a good way to communicate because, one, it reaches a wide audience especially as Internet shopping is on the rise. It’s accessible to anyone, anywhere, anytime. It is the easiest form of communication to receive. Disadvantages are that they’re unreliable if information isn’t updated regularly. Websites may crash and become unavailable which wouldn’t happen with the other communication techniques. Having a bad publicity on a website is very bad as every customer can see it online and could ruin the brands reputation. The next strategy is Newsletters. Advantages of these are helping the brand to promote what they’re selling by getting newsletters out to customers. This is a quick easy and cheap process as well. Design the newsletter and send it to customers. This also benefits those who don’t have access to the Internet at home. Newsletters help the customers to understand the business and feel apart of it this means they are more likely to purchase. Newsletters can be creative and fun which is a very enticing attitude from the business and will encourage customers to buy into the brand. Newsletters are not only cheap but can also gain you money by placing advertisements inside them. Usually newsletters can only be sent if you give your email address to the company. This means only existing customers...
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...devoted football fans (the group most likely to be intrigued by the activities offered on the Web site) were watching the Super Bowl that Sunday. To promote the Web site during the game was therefore an ideal opportunity to maximize accidental exposure. Because the Super Bowl is such a major event, most viewers (especially the die-hard fans) were watching with a relatively high level of focal attention. One of the primary reasons ABC’s promos were so successful in attracting traffic is that they were at least somewhat situationally self-relevant to everyone who saw them. If you didn’t care at all about football, you wouldn’t have been watching the game. The intrinsic self-relevance of the Web site was very strong for those serious fans who wanted to know even more about the game they were watching, or debate the play-calling and the relative merits of the teams with fans around the world. Those fans who visited the Web site felt a high level of involvement with the game, and thus the situational and intrinsic self-relevance of the promos was fairly high. That high involvement also affected viewers’ motivation to comprehend the message. Many football fans associated the Web...
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...Chloe Orme Pre- production portfolio Interrogation of the Brief ------------------------------------------------- Brief Three: ------------------------------------------------- You work for (1)the marketing department of a small record company called Nutune Records, and are involved in the promotion of a new band/musical act for their forthcoming debut album and twelve date tour. ------------------------------------------------- As part of the promotion, the act needs to create an image that will allow them to appeal to an audience with an interest in an (2) established musical genre. Their (3)marketing materials should also contribute to constructing a recognisable ‘brand’ for the act. ------------------------------------------------- You are targeting a largely (4) youth-based market but are keen to promote the act in a way that will appeal to more than a (5/6)niche audience. The act already has a (7)Facebook and MySpace presence, which has generated some interest, and the record company now wishes to use (8)more mainstream marketing techniques to reach a bigger and more diverse audience. 1)What does the marketing department of a company do? -The marketing department plays a large role to the sales department. The main role is to make the product look and feel attractive enough to purchase. For the band I’m working on. It develops the campaign to promote the product to both distributors and customers. In this brief, you work for a record label (nutunes). The job...
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...savings upto 20%). Moreover, the market is more or less saturated with lots of small local companies. To sum up, it seems like the entry barrier is high and therefore it works for the profitability of the market Threats to profits from supplier power Little information is given on supplier. According to the little information given, we learn that most suppliers charge more or less the same price (e.g. all companies pay promo people approximately the same) and that large agencies can bargain down significantly. Threats to profits from supplier power seem low. Threats to profits from Substitutes Substitutes of field marketing include traditional advertising and internet advertising. Neither form of advertising involved personal contacts between potential users and representatives of the brand which means that field marketing has its own competitive edge. In other words, threat to profits from substitutes is pretty low. Threats to profits from Buyer power The main buyers of the products include companies such as multinationals (direct) or through advertising agencies (indirect). The main...
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...release in the real world. Also, the platform allows users to design the jeans for their avatar, which they could then share with other avatars. I believe Zwinktopia is a good platform that would better convey the message that Foley wants sends to the target customers. In addition, Zwinktopia’s marketing plan is the most economical one among all social medias. Zwinktopia has cheaper one-time charge fee, and the cost of using Zwinktopia is $100,000 annually while $150,000 for Facebook quarterly, and $300,000 for YouTube plus CPM of $40. In sum, adopting Zwinktopia would directly reach out UnMe’s target teenage and deliver UnME’s concept. Also, using Zwinktopia has lowest financial risk compare to Facebook and YouTube. 2) The benefits of advertising with Zwinktopia are three-fold. First, launching the virtual UnME jeans retail store on Zwinktopia would inform the users about new products in real world and stimulate in real-world purchasing. Second Zwinktopia could design jeans by themselves through Zwinktopia...
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...listeners. Accordingly, in order to gain popularity, one must “spread the word” about himself/herself. Companies that want their products consumed will invest in televised commercials. Manson and advertisers from MTV's TRL did the same when promoting Manson's appearance on the show. Manson's persona was represented in the diction of the commercial. Harsh, “in-your-face”, cacophonous diction was used in the commercial with the narration of “Marilyn Manson wants to crash the party, by limo, by tank, by helicopter, who knows...” (“Marilyn Manson TRL Promo”). The uses of the words crash and tank are very harsh-sounding words, yet match Manson's persona. The word choice makes the commercial more attention-grabbing, and may make the listeners wonder who this certain person is, forcing them to want to watch Manson, and invest in his “product”. Fig 1 et 2. Manson's commercial for his appearance on the MTV's TRL (“Marilyn Manson TRL Promo”). Also, the commercial lists several exaggerations that do not sound ordinary in a commercial. The final statement in the commercial is, “After this homecoming, town square will never be the same again”,...
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... Name of the tutor Institution Date (2130 words ) Tables of Contents I. Executive Summary…………………………………….……………………….1 II. Introduction…………………………………….………………………………..2 III. IMC Audience Contact Tool……………………….……………………………3 A. Broadcast media…………………………….……………………………3 B. Print Media………………………………….……………………………4 C. Public Relations And Publicity………………….……………………….4 D. Direct marketing…………………………………………………………5 E. Sales Promotion………………………………………………………….6 F. Sales Promotion………………………………………………………….6 G. Product placement…………………………………………….………….7 H. Sponsorship And Events………………………………….………………7 I. Word of mouth Advertising………………………………………………8 J. Point-of-purchase advertising……………………………………………8 K. Out of home media……………………………………………………….8 IV. Conclusion……………………………………………………………………….10 V. Reference………………………………………………………………………...11 I. Executive Summary When it comes to an organization's success, Communication plays one of the most essential and important roles. A firm or company can have the best or most ingenious services or products, but if their internal and external communications are wanting, then the demand for their product or services can spell doom for a company or firm. As a direct response to the above concern, many organizations are now using an integrated Marketing Communication system to ensure that...
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...Running head: Impact Print Media Advertising has on Standard on Beauty Impact print Media Advertising has on Standard of Beauty Prepared by: Team A Wilbert Bullins, Angela Louis, Alice Moreland, Raegan Phillips, Jennifer Valles University Of Phoenix SOC/105 GA09ELEC06 Rochelle Votaw, MA July 29, 2009 Impact Print Media Advertising has on Standard of Beauty Since the dawn of time and throughout the years following, society has had a predetermined idea of what the standard of beauty should be. As times have changed, the media has assisted in the evolution of what the standards of beauty are today. In this paper we will take a look at what the media has portrayed the current standards of beauty are in our society. We will also examine print media and how it affects what American popular culture believes beautiful is. We will review the positive and negative aspects in the media inspired, standard of beauty and why Americans would choose to partake in the, sometimes strenuous, process of achieving this status. Print media is considered to be one of the most powerful tools that have helped shape Popular American Culture today; it sets the trend on what is stylish, acceptable, and what is not. Print media can come in the form of newspaper, billboards, magazines, post cards, books, and brochures, just to name a few. In this day and age, when you look in a fashion magazine, you will observe most of the models and celebrities have...
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...and how it aligns with its marketing goals. Then show how effectiveness the advertising will be measured, also discuss the promotional strategies that may be used in addition to advertising. Develop an approach to measuring customer satisfaction with Lay’s Potato Chip product and service. Then, discuss how gaps in customer expectations and experience will be addressed. 1. The adverting strategy is to change the consumer’s buying behavior to achieve the goal in marketing. Doing this marketing goal, cognition relates to increasing a consumer’s awareness and knowledge of the product (Cespedes, 1996). Lay’s potato chip marketer also attempts to appeal to the customer on an emotional level. 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...
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...have, and shall have the same validity as my handwritten signature. Student's signature (name typed here is equivalent to a signature) Paulina Mitcham; Rashonda Bell; Chad Crotty; Seth Allen Marketing Plan The research department for Meineke found that by adding a car wash to their service center the company will increase revenue, grow their customer base, and provide satisfactory customer service. The stakeholders decided to initiate a trial phase of this service by adding a car wash to one of the larger locations to see how the new service goes with customers before adding it to several locations. Through the course of a year, the location is observed closely to ensure that all entities of the marketing plan, promotions, and advertising plan all comes together to deliver a profitable trial phase. Meineke has been around for almost four decades and is known for being a reputable company that their customers have trusted to provide automotive servicing to their vehicles. It will not be hard for Meineke to get consumers to believe that they take their needs and requests...
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...the act of advertising a good or services with the short/long term goal of increasing sales. FOUR FACTORS WHICH MARKETING DECISIONS MAKING WITH REGARD TO PROMOTION: 1.) THE PROMOTION BUDGET AVAILABLE The amount of money available for promotion is the real determinant of the mix. BIG companies can make greater and more effective use of advertising than firms with limited resources. Small businesses rely on personal selling dealer displays. 2.) THE NATURE OF THE MARKET The influence of the nature of a company’s market is affected by the Geographic scope of the market, its concentration and type of customers and nature of competition. 3.) THE NATURE OF THE PRODUCT Consumer product and industrial goods frequently require different strategies. For instance, firms marketing convenience goods will rely heavily on manufacturer’s advertising, plus emphasis on dealers display. Personal selling plays a minor role, for industrial Goods such as machinery. 4.) THE STAGE OF THE PRODUCT PROMOTION’S LIFE CYCLE AND THE TARGET PROMOTION PRODUCT LIFE CYCLE (CPLC) – the course of a product’s sales and profit over its lifetime. Every product seem to go to PLC –it is born, goes through several phrases, and eventually dies as younger products come along that better suit and serve the consumer needs. METHODS USED TO PROMOTE A PRODUCT: A. ADVERTISING Is a tool that is available for everyone to use. Presentation and promotion ideas, goods, or services. ADVERTISING is MULTIDIMENSIONAL...
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...relevance of integrated marketing communications; (3) appreciate the complexity of designing a complete IMC plan; (4) achieve a high proficiency in locating, understanding, and using information sources for marketing communications program design, execution, and measurement; and (5) enhance your ability to communicate logically and persuasively in spoken, written, and visual language. In short, the fundamental objective of the project is to learn how to create a first-rate integrated marketing communications plan. The IMC Plan An IMC plan is a blueprint of the complete marketing communications program for a brand. It is a formal document that evaluates the background of the brand and presents a set of guidelines and an action program for the advertising and promotions campaign. The planning model is shown in Chapter 1 in the text. The IMC plan for this project will be for the market specified by your instructor and will cover one calendar year. Formation of Agency Teams You should form your own teams. (Another option is for the instructor to appoint teams). Assistance will be provided where requested. Each team is to assume the role of a full-service agency charged with the responsibility of preparing a complete IMC plan for a designated client. In each case, your instructor acts in the role of the client. Each agency should adopt a formal...
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