...processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products or services and generating all kind of innovations that potential consumers cannot resist the desire to obtain them. In today’s market, companies that want to be successful are facing many complex challenges. These obstacles often affect their rate of permanence and their profits. Companies internationally recognized and that had set high standards struggle daily to maintain their status quo...
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...genreic functions are needed for successful political marketing. 1.Product function: In political practice,there should be an exchange between political parites and electorate in the electoral market. Like mainstream marketing each political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides the medium while the former defines the content. The communication function prescribes a dialogue with the exchange partners...
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...lot in Spain with exclusive suppliers, it give to Zara a great reactivity and a good control. Zara reduces also inventory risk and delays thanks to limited series. Zara is able to deliver all of its stores since their huge warehouse which centralized the production, it limits intermediaries, reduce stocks, and delays. One of the main difference between Zara and H&M is that H&M has not the quickness, the reactivity of his production tool and the short delays that Zara can have because H&M produces their garments in Eastern Europe and in Asia and also because of the control chain which is longer. One other main difference are that H&M invests a lot in advertising contrary to Zara, indeed H&M is making huge advertising campaigns. Question 2 In the business model of Zara, the stores are playing a huge and important role. First, Zara do not invest in advertising, they...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...Foundation CPR advertisement including Vinnie Jones To: CEO of Prestigious Promotions From: Harry Anderson Terms of Reference: Within this report I will look at success of the BHF campaign looking at the variety of media they used and how successful each form of media was. Procedure: I will do this by looking at evidence gathered from the internet, look at the facts and figures of the campaign and come to an overall conclusion on the success of the campaign. The British Heart Foundation is the UK’s number one heart charity, founded in 1961. The charity was founded by a group of scientists concerned with the rising death rates from cardio vascular disease. The money raised from its 700 shops nationwide and donations go directly to scientists for research and development in cardio vascular diseases. Last year over £84 million pounds was given to scientists for research. A few of the promotional mix were used to achieve their goals and help them achieve a successful campaign. Firstly advertising was used in various ways for the campaign the advert launched on twitter and was a success with 53,000 shares within the first week. The advert was also launched on YouTube before it debuted. Furthermore the advert has over 4 million views on YouTube. To create Publicity for the campaign they used a celebrity in Vinnie Jones this creates excitement about the advert a draws people into watching it: creating publicity. Finally from the advert there corporate image was increased...
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...Marketing Case 2-2: Fair and Lovely Just as tanning plays a huge role in most of the Western countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took it and ran with it. Although the...
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...CORPORATE COMMUNICATION PLAN FOR UNILIVER FOR THE YEAR JANUARY2011 – DECEMBER 2011 Introduction Uniliver is a manufacturer of consumer goods which are sold via retailers, and operates as an international business with a dual HQ in both the UK and Holland. This Corporate Communication Plan is a statement of its vision, strategic aims and priorities, an essential part of its policy and planning framework for the year January 2011 – December 2011. Its aim is to ensure that the day to day work focuses on priorities such as environmental and ethical issues and sustainability, products satisfaction through products innovation, but also to think about competing pressures and ways to increase revenues. I. Analysis Uniliver is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact...
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...Commercial Campaign Review Project Commercials are created to get a company’s product recognized for present or future use. They’re many different kinds of commercials, some are created to make you hungry, help with pain, offer healthier food for your dogs, and especially to make your kids beg you for toys they see on the television. Commercials are the most effective marketing technique as far as getting a product recognized and publicly known. I personally love funny commercials and the ones I have decided to talk about have made me laugh and have left an impression in my mind of their products. The first commercial I am reviewing looks like it takes place in 1950’s, it edgy, different and funny. Progressive Insurance commercials have had a few funny ad campaigns, and this one is no different. Taking place in a time when women were the ‘stay at home moms’ and the fathers were the breadwinners, this commercial takes it another step and criticizes a women who’s trying to take matters in her own hands by price checking other companies to try and save money. As she talks a Man keeps interrupting her as to why she isn’t cooking or taking care of the kids, while she tries to put him in his place, the commercial ends with the man asking where her husband was? I didn’t grow up in the 50’s, so I could see how an older generation could be affected by this Ad. However I was not, it’s a witty commercial that makes me think about how things use to be. Progressive is a huge corporate...
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...Effective Advertising Planning and Implementation Name Course Name and Number Instructor’s Name Date Effective Advertising Planning and Implementation Advertising is a key resource to businesses because it allows businesses the opportunity to reach its customers, and it also creates other opportunities to gain new customers. This is how a company increases its market share. However large a company's customer base determines how large of a piece of the market share pie it owns. This is why effective advertising planning and implementation is so important. There are several key components to an effective advertising implementation plan, and each component serves a specific purpose in the smooth operation of advertising campaign strategies. Two of these key components are marketing research and advertising research. Marketing Research Effective advertising planning includes an effective marketing research initiative. According to Arens, Weigold, & Arens (2008), marketing research helps a company's management team make sound marketing decisions, and also assists in the development of systematic procedures for gathering information. These procedures are used to record and analyze information as well. Additionally, marketing research helps companies with what Arens, Weigold, & Arens (2008) refer to as the three R's of marketing. The first "R" of marketing is recruiting new customers. The second "R" of marketing is retaining current customers, and the third "R" of marketing...
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...A TERM PAPER ON POLITICAL MARKETING INTRODUCTION Political marketing is a marketing designed to influence consumers about political issues, particular candidates for public office, or public issues. Although political marketing uses many of the same techniques that other forms of marketing do, it is actually used to promote a concept or an idea, rather than a specific product or service, and to motivate people to vote for that idea. The word “Political Marketing” emerge from the key words ‘politics’ and ‘marketing’. Politics simply means an activity which is concerned with governing a society or country. It has to do with the government or public affairs of a community or a state (that is a particular boundary). While, Marketing is a process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services, to create exchange that satisfy the individual and organizational objective. Marketing is often described as “selling of product”, but the fact is that marketing entails more than this. Kotler (2001) offers a definition that presents a comprehensive meaning of marketing as “a process by which individuals and groups, obtain what they need and want through creating, offering, and freely exchanging products and services of value with others”. The American Marketing Association (1995) also described Marketing as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to...
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...Synergy, Coherence, and Consistency in Advertisements and the Vital Role They Play By: Cameron Dailey (0399141) Date: February 17, 2012 Course: ADMN 3150 The advertising industry is a difficult market to define, some call it art and some call it a science, either way it comes down to effectively communicating ideas to customers. But how does one persuade potential customers to start buying, and current customers to continue buying a product or service? The answer depends on many things, and can change quickly, especially in today’s market place. Though the world is changing faster than ever, advertising must be able to be broken down to basic parts that are necessary for an ad campaigns success. Leo Burnett believed that advertisements should reflect the world around it, by using folklore he created famous ad campaigns such as The Jolly Green Giant, Tony the Tiger, and the Marlboro Man. Where Burnett often used created characters in his work, David Ogilvy believed in making the product the hero of the commercial. Obviously there are different points of views on what a successful ad campaign should look like, but they all share a certain characteristics. This paper intends to argue that concepts of consistency, coherence, and synergy are necessary for a successful advertisement. Consistency in advertising can mean many things, consistency from one ad to the next, consistency of employee and organizational value, and so own. Everything an organization does affect...
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... July 1, 2015 Mrs. Lisa Harper 18305 East San Jose Avenue City of Industry, CA 91748 Dear Torrid Fashions, Recent concerns have risen that our company’s ad campaigns could affect the image of your company. The campaigns have been reviewed by our upper management department and want to ensure that the new campaign will not affect your company’s image, and want to ensure three reasons to trust that our campaigns will represent your company in a positive perspective. CPA’s campaigns are targeted to attract customers who are seeking to enhance wardrobes and want to express themselves, and one of the advertising campaigns does portray young girls wearing slightly reveling clothing. However, the message the ad is promoting that girls and women with curves are represented as confident and fashionable young ladies. Aware of potential negative publicity, our research and marketing team did research on the issue of body image effects on adolescents and young women, and concluded that to address the negative feelings is to portray young ladies who happily accept that they are above an average size. Our advertising agency creates campaigns that delivers a message, relays a message, and above all represent our clients with prestige. Our firm understands the risk of standing by the campaign because the message is a strong enough to publish the issue, and that not only your business will be accepting the risk but as well as our company will take responsibility for any...
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...Co-Chair of Committee John C. Liechty Associate Professor of Marketing Dissertation Co-Advisor Co-Chair of Committee Peter Ebbes Assistant Professor of Marketing David J. Huff Clinical Assistant Professor of Supply Chain and Information Systems Johannes Baumgartner Professor of Marketing Head of the Department of Marketing *Signatures are on file in the Graduate School iii ABSTRACT Political marketing sits at the nexus of two disciplines, political science and marketing, but is not entirely accepted by either. The present research looks at the origin, development, and evolution of political marketing and examines how the adoption of a political marketing orientation is impacting the practice of political campaigns. The role of political marketing in actually changing voters’ preferences is also examined, showing that grassroots marketing efforts seem to have the greatest effect, especially with undecided voters. Finally, voter segments are derived for the last five presidential elections in the United States (1988-2004) using latent class analysis (LCA). The interpretation and implications of these segments are discussed and several avenues for future research are suggested. iv TABLE OF CONTENTS LIST OF TABLES ................................................................................................................... vi...
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...their meaning, offers valuable tools for analyzing advertising to uncover strengths or weaknesses of ad campaigns. In general, advertising can communicate either a solution narrative (i.e. buy our product and it will solve your problems), or an enhancement narrative (your life is already good, but if you use our product it will be that much better). Below is the comparison of the message being conveyed in both the Western and the Chinese context: * Motorcycle: Whereas in a Western context a motorcycle represents freedom, adventure, and speed, in a Chinese context it is considered dangerous, noisy, and low status. * Open Landscape: For Westerners, the open landscape portrays independence and lifestyle enhancement. From the Chinese view, the countryside may be perceived as dirty and dusty. The codes present in the advertisement convey a very different message when translated into the a different cultural context, and do not result in communicating the message which was actually intended. Some examples where companies failed due to lack of understanding of cultural nuances are: * Car ‘Nova’ in Spain-This car was introduced in Spain Nova in Spanish means it wont go which the company failed to recognize before launching the product * Volkswagon Beetle in India: The ad campaign was based on an anti social context of promoting the car for dowry. This campaign failed miserably due to the lack of deep understanding of the Indian Culture. * Electrolux in USA-...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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