...tising Task 1 The communication process that applies to advertising and promotion Task 1.1 Communication is contact between two or more parties, giving information. The effective use of advertising and promotion is a fundamental requirement for any business seeking to succeed in the modern business world. Advertising Strategy An advertising strategy is designed to sell a product. It is a one-way form of communication, from company to consumer, geared toward giving consumers the information necessary to make a purchasing decision. Advertisements tell consumers about the product and how to get it. The purpose of advertising is to sell products and to build brand name. Promotional Strategy The promotional strategy is a two-way interaction between company and consumer designed primarily to increase sales, often by attracting new customers. Brand building is a side effect of promotional strategies, but it is not the purpose. Promotional strategies give away something, whether it is free product, money or other awards, as a way to bring in consumers who may not be attracted to the product under normal circumstances. Marketing Communications & Promotion processes deal with overall communication to customers and markets. Marketing Communications processes develop and manage communications to the market, prospective and existing customers. Communications involves both the message and the media. Marketing Communications can develop a message and manage its delivery through...
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...Qualification | Unit number and title | Pearson BTEC Level 5 HND Diploma in Business(QCF) | UNIT 18:Advertising and Promotion in Business Level 4 | Student name and ID number | Assessor name | | Tatah Amenonyoh | Date issued | Completion date | Submitted on | 18th September 2015 | 13th December 2015 by 5.00pm | | Internal Verifier | Dr George Panagiotou | Assignment title | Westfield-Stratford City | Instructions | * An electronic copy of your assessment must be fully uploaded by the deadline date and time. * You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. * The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. * Review the mitigating circumstances policy for information relating to extensions. * The file size must not exceed 20MB. * Answer the criteria in order, clearly indicating the pass criteria number. * Ensure that all work has been proof-read and checked prior to submission. * Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. * Use the Harvard referencing system; otherwise it will be considered as plagiarised work. * Ensure that you back-up your work regularly and apply version control...
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...Table of Content Introduction 3 Integrated Marketing Communication 4 Tea Embassy & these tools 5 Marketing Mix 7 Analysis of Tea Embassy’s IMC 9 Tea Embassy and Advertising 10 Advertising Campaigns 11 Tea Ambassadors 11 Tea Categories and Advertisng 12 Analysis of the Advertising Used 14 Tea Ambassadors 14 Tea Categories 14 Recommendations 15 References 16 Introduction Tea Embassy is a US - based family owned business that brings the best tea from all around the world with over 200 premium, specialty, and loose leaf teas falling into 7 categories: black tea, green tea, Oolong Tea, White Tea, Rooibos Tea, Pu-erh Tea and Herbal Tisane. The business also includes supportive tea related products from tea ware to tea gifts and books. With one store in the US, and an online website that enables purchases from all around the country, the Tea Embassy has managed to create itself as a very successful and attractive business. With such large variety of a FMCG (tea choices), it may result in consumer confusion, or cautious due to lack of knowledge or price sensitive. However, the Tea Embassy overcome this by standing out and offering a pleasant buying experience, facilitate exploration to make consumers make the right decision and that their loyalty goes beyond price. A vision where young and old, male and female, black and white, citizen and foreigner all come together around tea. “Tea offers thousands of varieties...
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...behavior is not something they can control with every technique they use. Discuss how Apple uses and must deal with the four categories of contact points discussed in the chapter including company created, intrinsic, unexpected and customer-initiated touch points. Company created touch points are under the control of the marketer and this has helped Apple tremendously. From advertisements to websites, from press releases to in-store décor Apple is doing a great job at maintaining their products demand and keeping the prices high. When you enter an Apple store it invites you to relax and stay hanging out there. It lets you try their products and see with your own eyes and feel with your own hands the high quality of their products. Their advertising campaigns are simple with most of their products being presented alone and only with a few words which it genius because it is not trying to push the product but people feel attracted to buy them. They recently launched their iOS7 and iPhone 5S and 5C and a large number of people were waiting to see the press release, they control everything in this aspect. They cause people to be anxious for their brand and to know what their next thing will be. Intrinsic touch points are often not under the direct control of the IMC program however Apple I feel has great control over...
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...Advertising and Sales Promotion The biggest advantage of sales promotions are that, if they are done correctly, they can stimulate and increase consumer purchases and develop or improve retailer or middlemen efforts to stock and sell a product. A sales promotion can be coupons, gifts, samples, in-store promotions, contests or sponsorship of special events (sporting events, fairs, etc.) In markets where consumers may be hard to reach through regular advertising channels, a sales promotion is necessary and very effective. Sales promotions are generally seen as fun and can have long-lasting I favorable impressions on consumers. In addition, another advantage is that sales promotion activities may be narrowly targeted to consumers and/or offered for only a short time before being dropped or replaced with more permanent efforts. This flexible nature of sales promotions makes them ideal for a marketing campaign tailored to fit local customs and circumstances. For example, Philip Morris, British American Tobacco, & R.J. Reynolds competed in the Taiwanese market by handing out free cigarettes, a practice not utilized in the U.S. market. Both Philip Morris and R.J. Reynolds built market share by offering Korean consumers free cigarette lighters and desk diaries with the firms' logos in return for cigarette purchases. One of the disadvantages is that the success of a sales promotion may depend on local adaptation. Since cultures have an impact on any type of advertising/promotion...
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...MKT 334: ADVERTISING & PROMOTIONAL STRATEGY Payless ShoeSource Inc. Professor: Dr. Gabriel Ogunmokun University of the Virgin Islands November 7, 2012 Group Members: Kasieam Webster Keyan Roberts Vinecia Sutton Jeffrey Berry, Jr. Table of Contents QUESTION 1 2 Promotional Strategy 2 Payless Segmentation 2 Payless Targeting 3 Payless Marketing Communication 3 Payless Advertising – Our mass media approach to promotion & advertising 3 Payless Sales Promotion – Our price / money related communications 4 Payless Publicity & Public Relations - Using the Press to Our advantage 5 Payless Personal Selling – Our one - one communication with Consumers 5 Payless Direct Marketing - Taking our message directly to the consumer 5 Payless Digital Marketing – Our new channels of reaching consumers 5 Payless Positioning & Messaging 6 QUESTION 2 7 1. Advertising Target 7 2. Advertising Objectives 7 a. Increasing Sales and Profits 7 b. Reminder Advertising 8 c. Follow-Up 8 3. Advertising Budget 9 4. Advertising Message 9 5. Media Plan 10 6. Advertisements 11 a. TV Ads 11 b. Website 12 c. Radio Ads 12 d. Newspaper Ads 13 7. Proposed Evaluation (Pre-Test & Post-Testing) 14 QUESTION 1 Promotional Strategy This is element of a firm's decision-making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication...
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...Regan Redner MKTG 4900 Dr. Aubrey R. Fowler III 10 March 2016 As the world of advertising and promotions endures extensive changes in their industries, businesses and companies must keep up with the new trends on how and where customers want to obtain information and learn about those company’s brands. You see advertising everyday, whether it’s a banner inviting you to a local store opening or the company logo you noticed engraved on a pen you borrowed. You may not even notice when you see it, but advertising serves so many different purposes it’s just about everywhere. Marketers started grasping the concept of integrated marketing communication (IMC) in 1990, it’s defined as the process of using a wide range of promotional tools working together to create widespread brand exposure. With IMC becoming the next best thing in effective marketing communication, many traditional forms of advertising and promotions; for instances print ads, are losing their stance to the newer media trends. Because of this, it allows marketers to see the positive effectiveness of promotional products and the opportunities the products will bring to their companies. The decision makers of marketing and promotions with in a business often face the issue of determining how to wisely spend their promotional dollars. Research by Promotional Products Association International (PPAI) states, “Promotional products enhance impressions about both the brand and product, and also contribute to consumer intent...
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...Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media, and then message is transmitted via communication channels (media mix). The last step is the receiving step where the target audience encounters the advertisement with the message and reacts giving a feedback. 1.2 explain the organisation of advertising and promotion industry The major components of the advertising industry are: 1)Advertisers: businesses and product makers wishing to promote 2)Advertising and promotional Agencies: encode messages, produce adverts and campaigns 3)Media: offers channels and broadcasting services to place adverts 4)Consumers: target audience 5)Government regulators: control advertisements’ placement and content according to laws and to protect the public interest 1.3 assess how promotion is regulated Advertising is regulated through: * Self-Regulation: by advertisers and promotional agencies to maintain consumer trust and confidence * Local Authority Regulation: for display boards and local events * Country/Federal...
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...Social and Ethical Aspects of Advertising and Promotion COM/302 Dr. David Castle May 14, 2012 Social and Ethical Aspects of Advertising and Promotion Many researchers and people in general question who and what is socially responsible or irresponsible, and what ethically acceptable; there is really no right or wrong answer to this question. As the world changes and technology, consumer behavior, and cultural trends change, so does the answer to the social and ethical aspects of advertising. Not everyone thinks the same as another and therefore different consumers will have different perspectives. Moreover, the changes in society will affect advertising and promotion and it cause it to be affected no matter the consumer behavior. In addition advertising and promotion has its moral triumphs and can be effective in changing the consumer behavior but it just depends on the consumer’s wiliness to change and be affected. Advertising is Based on the Exercise of Free Will In a free society the consumers determines the nature of consumption. They decide, through their actions in the market place, and advertising gives the consumer the information and the different choices offered to then before making a decision on purchasing a product or service, that is why advertising job is not only to capture the consumers attention but to educate them as well, and a part of the process of education and implementing freedom of choice is to supply consumers with adequate and accurate information...
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...In Advertising and promotions, communication process is used to obtain the favor of customer. Communication process is operated to impress customer. A communication process model contains nine elements. The elements are sender, receiver, message, media, encoding, decoding, response, feedback and noise. In the case study of BMW every elements of communication model is present. BMW is sending a message to their customers as a sender. A simple message of this car manufacturing company encoded as “The ultimate driving machine”. The message contains the meaning of the best performance in any one`s driving experience and the supreme innovation of this car manufacturing company is also expressing positively. Many kinds of magazines, BMW websites, internet, billboards, tradeshow, telesales campaigns are using as the receiver of BMW. The media elements are based on these communication channels. The sending messages through channels are decoded by the users. The ultimate receivers of the message are the consumers. The consumer’s response to the brand message of this company is “performance driven car”. This response was not in favor to the brand. BMW realized to be inhumane brand due to excessive emphasis on their performance of mechanic. The noise factor of communication process is the pushing performance of being inhumane to consumers. This noise factor caused errors which are unwanted. The dynamic controlling system of BMW makes their communication process more effective in their total...
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...partnerships in the US and Canada. For firm not, to have a vertical integration made it hard for them to source out for raw goods. Twitter MoPub acquisition Twitter has acquired MoPub, a mobile ad network, ad serving business, and real time bidding exchange that claims to handle around $100 million annual spending on apps and other mobile media. The deal cost Twitter $350 million in stock, according to the report. The move suggests Twitter is ramping up to launch its own mobile ad exchange. The buy marks yet another step in the consolidation of the mobile adtech landscape. Millennial Media just acquired Jumptap, for instance. There is widespread agreement that there are too many mobile adtech companies, doing very similar things for advertising clients, and that companies must now either dominates the market. The acquisition of MoPub is great example of how Twitter is implementing the vertical integration within their...
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...Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack) Chapter 1 Integrated Marketing Communications 1) Communication is defined as transmitting, receiving, and processing information. Answer: TRUE Diff: 1 Question Tag: Definition (Concept) AACSB Categories: AACSB: Communication abilities Objective: 1-1 2) When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 3) The process of creating television commercials, print ads, and retail coupons are examples of encoding. Answer: TRUE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 4) Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process. Answer: FALSE Diff: 2 Question Tag: Definition (Concept) Objective: 1-1 5) When a customer smells a perfume sample in a magazine while reading an ad, decoding is taking place. Answer: TRUE Diff: 3 Question Tag: Application Objective: 1-1 6) Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process. Answer: FALSE Diff: 3 Question Tag: Critical Thinking Objective: 1-1 7) Noise is anything that distorts or disrupts a message and can occur at any stage in the communication process. Answer:...
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...INVESTMENT OPPORTUNITIES and ROLES OF PUBLIC RELATIONS AND ADVERTISING IN INVESTMENT PROMOTION IN NIGERIA By Ciboh Comfort Msughter DEPARTMENT OF MASS COMMUNICATION FACULTY OF SOCIAL SCIENCES BENUE STATE UNIVERSITY MAKURDI NIGERIA Nigeria has attractive environment for investment because Nigeria is a large market and the second largest economy in the continent. Investment in real estate The high demand for houses and limited availability of it has led to exorbitant cost of land and houses. This has made real estate investment opportunity more lucrative for investors. Agriculture The agricultural potential of Nigeria is barely being tapped and investment opportunities exist in seed production and distribution, fertilizer production and distribution, machinery and equipment, livestock and poultry, food processing Solid minerals Opportunities exist for the exploitation and export of natural gas, bitumen, limestone, coal, tin, columbite, gold, silver, lead-zinc, gypsum, glass sands, clays, asbestos, graphite, and iron ore, among others Power sector The power sector reform has moved the sector from the position of government ownership/management to a private-sector driven. Investment opportunities exist for power generation (gas, hydro, coal, wind, solar, etc) for local and foreign investors to build, own and operate and/or transfer independent electricity. Oil and gas sector Foreign and domestic investors are being encouraged through improved...
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...between advertising/promotion and brand switching in Chinese packaged product market. Secondly, to study the interaction between advertising/promotion and other relevant factors, and to investigate how customers’ responses to advertising and promotion can be influenced by other important factors, such as demographic factors, product categories, and price consciousness. The sample was norandom, there are selected which is two group of Chinese female respondent have been selected as sample of the survey questionnaire. One group is young women (20-25 years old); the other group is middle-aged women (40-45 years old). The sampling is good but there are error in distributing the questionnaires which the respondent come from different cities which may affect the the result of the finding. The result may not accurate due to the differences in behaviour, economic , income and lifestyle between the respondent. Futhermore, when we refer demographic variables on the questionnaires, there are only a matter of age had been tested.Researcher should test more than one demographic variables to investigate the impact of demographic variables on brand switching. The researchers submitted five hyphothesis which first hypothesis was Advertising and promotion have strong impact on customers’ brand choice. Second hypothesis was Advertising and promotion would have different impact on different stages of brand choice decision making. Third hypothesis was Customers’ responses to advertising and promotion...
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...[pic] Assessed Coursework COURSE TITLE: MA in Marketing MODULE TITLE: Advertising & Promotion MODULE CODE: MODULE LEADER: STUDENT REF. NO (s). : Kavita Singh STATEMENT OF AUTHORITY: I have read the College Regulations relating to plagiarism and certify that the above piece of coursework is all my own work and do not contain any unacknowledged work from any other sources. Signature: Kavita Singh Submission Date: 11/09/2011 [Word Count: 2750] (Excluding appendices/bibliographies, tables and diagrams) Advertising and Promotions of a customer brand contributes more to its success in creating added values compared to any other individual factor. Executive Summary: This report highlights the importance of advertising and promotions and presents it as one of the most effective tool in an organization’s promotional mix. Creating customer value that effectively leads to customer loyalty is essential and the main mantra to sustain in the current cut-throat competitive market scenario. This study compares various elements of the promotional mix and establishes that the contribution of A&P is indisputably colossal as compared to other factors. Introduction: Today’s business world is immensely powerful and competitive. Customer Relationship and monetary gains are two areas around which businesses revolve. Establishing and maintaining consumer relationships and reaping profits are two business goals. Both are different...
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