...Introduction to Advertising CW1 1. Use examples of recent advertisements to explain 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...
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...A) The scenario selected is #6 regarding a business that is looking at growing by starting online sales. (B) Online Sales: Advantages and disadvantages: George Scifo (2010) 10 Advantages of Online Advertising. Retrieved from: www.georgescifo.com/2010/05/10-advantages-of-online-advertising Amy Martinez (2012) Amazon to begin collecting sales tax in Texas. Retrieved from: http://seattletimes.com/html/businesstechnology/2018564432_amazon30.html Online Sales: Possible impact: Bill Siwicki (2012) Sales from mobile devices double in December. Retrieved from: http://www.internetretailer.com/2012/01/10/sales-mobile-devices-double-december Clark Fredrickson (2012) Apparel Drives US Retail Ecommerce Sales Growth. Retrieved from: http://www.emarketer.com/newsroom/index.php/apparel-drives-retail-ecommerce-sales-growth/ Phil Wahba (2011) EBay forecast pleases as PayPal, auctions gain users. Retrieved from: http://www.reuters.com/article/2011/04/27/us-ebay-idUSTRE73Q7Z920110427 Don Davis (2012) Amazon’s North American sales rise 36% in Q2. Retrieved from: http://www.internetretailer.com/2012/07/26/amazons-north-american-sales-rise-36-q2 Online Sales: Different requirements for online marketing Rebecca Gill (2011) Successful Internet Marketing Begin With Goals. Retrieved from: http://www.web-savvy-marketing.com/2011/01/successful-internet-marketing- campaigns-begin-with-goals/ Biana Babinsky (2009) Make Marketing Easier...
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...of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. For example, advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. Advertising Objectives The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning and marketing mix, which define the job that advertising must do in the total marketing program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose – whether the aim is to inform, persuade or remind. Informative advertising – this advertising is used to inform consumer about a new product or feature or to build primary demand. Persuasive advertising – this type of advertising is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Some persuasive advertising has...
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...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 that Internet shopping can offer. As a result, the Internet has become the most powerful selling tool. Internet Promotion offers cost effective...
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...information about executive summaries, please refer to the study materials. Please note that your executive summary, and your paper, should be written using single spaced text. Introduction I have been tasked with researching the totality of creating an online presence for our company and figuring out how to drive marketing and advertising in a way that compliments our offline presence while creating a atmosphere online for selling our products. Over the past year a survey was done with small businesses and the outcomes were amazing: of businesses that sell online, 64 percent said the internet has increased their revenues or sales; 48 percent felt the internet helped to expand their geographic reach in the United States; and 73 percent saved money by decreasing administrative costs. In doing this I was tasked with finding the advantages vs disadvantages of marketing online, the impact to the company, and the requirements for a successful online marketing campaign. This report shows these things- integrating my answers specifically within the realm of our product offering. The most amazing aspect of e-commerce is its ability to impact sales and marketing efforts immediately. By going online, suddenly a neighborhood bakery...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...Business Research Report MOVING TO ONLINE MARKETING Presented to: Management Assessment Code: RWT1 Student Name: Michella Dresselhuys Student ID: 000174834 Date: 08/12/2010 Mentor Name: Lindsey Wicks Table of Contents Table of Contents 2 Table of Contents 2 Table of Contents 2 Table of Contents 2 Table of Contents 2 Table of Contents 2 Table of Contents 2 Advantages & Disadvantages of Online Marketing 5 Increase in Internet Usage & Sales 6 Online Marketing Tools Available 7 References 11 EXECUTIVE SUMMARY This report reviews some issues that should be considered when marketing a business online and presents recommendations to start marketing online. The Advantages and Disadvantages of Marketing Online There are several pros and cons to marketing a business online and each one should be considered. Costs can be lower with online advertising but this does not mean that marketing online altogether is going to be low cost. Online marketing allows for a more global reach and this gives us the potential for new customers and an increase in sales. Many customers have concerns about shopping online because of security but disadvantages like these can be overcome with extra security tools that are offered online. There are many more advantages than disadvantages and many of the disadvantages can be fixed. The Increase in Internet Usage and Sales Statistics show that overtime the amount of people using the internet has increase and the...
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...are willing to enrich their lives through the internet, by watching of films, playing games, listening to music, attending to school, and shopping on line. As a business, the internet has revolutionized the way firms do business, and the way customers buy and use products and services. Through the internet, business marketing and customers are being connected closely. This provides a big opportunity for business marketing. The internet is widely used in shopping, study, businesses, and marketing. For example, the internet made shopping easily and conveniently. Amazon.com and ebay.com are typical online store. Thousands of products available in these sites, customers can choose and buy all online. For studying, it is possible that online learning available for students with internet. The University of Phoenix provides long distance studying; students can choose and learn online. Internet closes the distance between people. No matter when and where you are, you can contact your family and friend though social website such as Facebook, Twitter, and My Space. For marketers, the internet is expended to traditional marketing; marketers can publish information and sell products and do E-business...
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...Internet Technology, Marketing, and Security BUS 508 - Contemporary Business Professor – Dr. John D. Theodore March 3, 2013 As we all know that businesses need techniques to assist get their specific audiences on the Internet. Search engine optimization, marketing with topics, and a new technique is used to complete this today. Social media advertising is indeed famous that a majority of new enterprises, or even a lot of existing types, is swiftly proceeding on the web in order to use these tactics. It is possible to improve the long run revenue of your respective business using the fantastic social media advertising ideas under. And there are many reasons that Social Media Marketing has become exceedingly popular among businesses of all sizes as the following. Millions upon millions of people around the world use the Internet every second of every day. The World Wide Web has basically changed the way in which we communicate with each other on a social level and with our coworkers, directors and customers in the professional arena. It has also revolutionized the way the modern business appeals to its target audience and this is primarily because the Internet enables people like you and me to search for any product (from a garden hose to a high performance sports car) or service, be it a dentist or a hairdresser, simply by clicking through the virtual pages of this truly fathomless ocean of information. (Patricia...
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...Business Research Report Online Marketing Plan for "Talking Cookbook" Presented to: Executive Teams Assessment Code: RWT1 Student Name: Cathy Everett Student ID: 000267052 Date: August 24, 2013 Mentor Name: Janie Chromcak Table of Contents Executive Summary 3 Introduction 3 Research Findings 3 Advantages and Disadvantages 4 Online Impact on Sales 4 Requirements for a Successful Campaign 5 Recommendations 6 Conclusion 6 References 7 Executive Summary The purpose of this report is to provide research and recommendations for the company to decide if expanding into the online market is beneficial. The company already has a very large customer base in all stores and is well respected within the communities that it currently operates. This report will show that while there are some disadvantages to starting an online campaign, the advantages overshadow them by having a big impact on sales with minimal requirements from the company itself. Introduction Currently, the company is only offering "Talking Cookbook" in retail stores. Business is good and the company wishes to continue selling them in retail stores. In addition, the company has recently decided to expand into the online sales business. This report has been created to help the executive team and board of directors determine if the advantages of an online marketing campaign will outweigh the potential disadvantages in using the internet and worldwide web to increase the customer base and make...
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...Advantages and Disadvantages of Social Networking: Should You Spend More Time Connecting Online? JULY 25, 2013 BY KASIA MIKOLUK8 COMMENTS Social networking is the hottest online trend of the last few years. Not only do social media sites provide a way to keep in contact with friends, but they can also offer opportunities for professional online networking. Social networking could be advantageous for your career, but there are also disadvantages to consider. Could the time you spend interacting online be put to better use? Let’s take a look at the advantages and disadvantages of social networking to work out whether you should be devoting more of your attention to this online activity. Is social networking working for you? This online course can teach you how to make the most of social media. Advantages of Social Networking Social networking offers many benefits. It is now easier than ever to keep in contact with old friends and colleagues. The professional networking site LinkedIn even allows users to request introductions to business people who are known to their contacts. The potential of this enhanced connectivity is huge; whereas once you would be left sifting through business cards after a networking event, trying to remember details about each person, you can now easily look up a connection’s credentials and business interests on their social media profile. LinkedIn is a particularly valuable business tool; over 200 million people are members, including hiring managers...
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...Contents 1. Introduction – What New Media is (Viktoria) 1 2. Push and Pull Media – how it workes (Katja) 2 2.1 Performance and display marketing – it’s payment structure (Katja) 4 2.2 Publisher and marketer – their main differences (Katja) 5 3. Statistics 2012 (Katja) 7 4. The impact of New Media on everyday life 8 4.1. The user as customer (Viktoria) 8 4.2 Advantages within the private sphere (Viktoria) 10 4.3. Disadvantages within the private sphere (Viktoria) 11 1. Introduction – What New Media is (Viktoria) The media has been become an important part of our society since the early nineteenth century. Starting with radio and television as the first sources of information dissemination and entertainment in the form of image- and audio transmission, media today develops at a rapid pace. Especially the term “New Media” will be of particular interest within this paper. In contrast to media in analogue signal transmission, the term “New Media” means the processing of all data in digital form. Customarily, the World Wide Web is associated with New Media; however, there are also other branches related, e.g. the digital television transmission. Using New Media, it is possible to spread each kind of information all over the world within a couple of minutes as brief, digital processing is much more complex and allows faster as well as qualitatively higher information processing. Within this context, we will focus on the forms of communication which New Media...
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...THE PROS AND CONS OF INTERNET MARKETING INTRODUCTION: Internet marketing, also known as web marketing, online marketing, webvertising, or e-marketing, is referred to as the marketing (generally promotion) of products or services over the Internet. When Internet was still in its formative years, marketing people used to depend on traditional media such as television, radio, handbills, billboards, newspapers, and magazines. Today, the Internet is premium source for promoting your business. There has been a rapid rise in the number of internet users since last few years. Thus Internet is the lucrative place to promote the business. Background Now it is a well-known fact that what we call 'marketing' has undergone substantial changes over the recent years, and the key role in this transformation has been played by internet. Internet "refers to the physical network that links computers across the globe. It consists of the infrastructure of network servers and wide area communication links between them that are used to hold and transport the vast amount of information on the internet". Introduction of internet have reshaped the structure and performance of different sectors, e.g. hospitality, travel, health and medicine, marketing education etc. Introduction of internet has changed the rules and marketing practioners have no way but to adhere to it. In fact marketing is just one of numerous fields have been substantially revolutionized by internet-based technological ...
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...CHAPTER 1 THE PROBLEM AND ITS BACKGROUND INTRODUCTION The world is undergoing rapid change as well as technology. Before the computers, mobile phones, and tablets were invented, there were typewriters, and books. We even need to go to a library to search something. Now, with just one click or tap, we can now access or learn different things in the internet. One of the leading social networking site is the Facebook. There are 1.59 billion users are active all over the world and still counting. Facebook has affected the social life and activity of people in various ways. Facebook allows people using computers or mobile phones to continuously stay in touch with friends, relatives and other acquaintances wherever they are in the world, as long as there is access to the internet. Before, we can only see advertisement through television, posters, and newspapers, but now that Facebook has launched a new portal for marketers, it is easy for them to promote their products. BACKGROUND OF THE STUDY Facebook is a social networking service launched in February 4, 2004. It was founded by Mark Zuckerberg with his college roommates and fellow Harvard University student Eduardo Saverin. The website’s membership was initially limited by the founders to Harvard students, but was expanded to other colleges in Boston area, the Ivy League, and gradually most universities in Canada and the United States corporations, and by September 2006, to everyone of age 13 and older with a valid...
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...Advertising & the Internet The Internet has revolutionized the world in many ways, including the method in which companies promote their products. With its low-cost advertising and abundance of e-commerce through the Internet, many companies have benefited with the reduction in their marketing and advertising costs. Although in the U.S. Internet advertising revenues for the first half of 2009 declined by 5.3% from the previous year, interactive marketing is still one of the advertising sectors that have been the least affected by the economic downturn (www.iab.net). There are many different types of advertising including ad insertions, banner ads, Social network advertising, compensation advertising, blogs, cookies, and spam. Display ads, classified ads, and search engine ads are three advertising categories created by the Internet over the past decade. The flexibility and ease of access of the Internet has made it a target for many companies for Internet advertising. There is a greater range in which advertisers can reach their target markets by advertising through the Internet. The Internet spans the globe, which means that targeted markets can be exposed to the advertisements at once, rather than needing to advertise in different newspapers, television stations, and radio stations. Traditional television advertisements require periodic updating while an Internet advertisement may be updated less frequently. The ease of updating or changing an ad also increases the...
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