...c Unit 9: Creative Product Promotion 2010 Assignment 1: Appealing to Different Customers Scenario There are many different types of customers and organisations. In this assignment you are asked to investigate and recommend improvements for promoting organisations in different sectors and with different target customers.As a learner on a BTEC National in Business programme you may be considering continuing your studies at University. You may already have been on the receiving end of university promotional campaigns and in this assignment you have the opportunity to examine the promotional skills of a selected institution in more depth. You will then be asked to compare this organisation’s promotional activities and campaigns with those of a more commercial business of your choice.Choose an organisation which is currently running a promotional campaign that you would like to investigate. This might be a retailer or manufacturer in a competitive market, such as: * the car, food or clothing industries * travel and tourism * hospitality and catering * or any industry that interests you [Please check the suitability of your selected organisation with your tutor].Your objective is to identify and evaluate the promotional campaigns of different types of organisation, to explain how the campaigns help organisations to communicate with their target customers, and to understand the role of advertising agencies in the marketing promotions industry. | Presentation The...
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...have been asked to choose an organisation and one of its products then describe the organisations aims and objectives. The business which I have chosen to base my assignment on is Cadbury Schweppes Plc, a business based in the confectionary, chocolate and beverages market. Cadbury Schweppes is b2b organisation which means it sells from business to business but it is also a b2c business which is a business to consumer organisation. Cadbury Schweppes is a public limited company which means that people are able to buy shares in the organisation. Being a public limited company is of huge benefit to Cadbury Schweppes because it enables them to raise extra finance to support the activities of the business. The Cadbury Schweppes product which I have chosen is 35g dairy milk bar because it is one of their most successful products. The aims of Cadbury Schweppes are: • To profitably and significantly increase their global confectionery share – this is to ensure that their market share rises more than what it was previously so they are more profitably in the long term • To stay on top of their industry – staying on top of their industry involves having the largest share ownership in the market and making more profit than competitors • To be innovative – this is to always improve on existing products so they can meet customer and consumer future needs • To maintain a high standard – to ensure they continuously deliver products which more than meets customer expectations The...
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...How does JB Priestly explore and present the theme of gender in the play ‘An Inspector Calls”? Section 3 - Throughout this play JB Priestly has included a range of female characters in the play, from an upper class snob, through a mature daughter and a working class girl. However Eva Smith, the working class girl, was the only character who suffered the most because of her gender, she was treated differently by all character throughout the play. She had no value in society what so ever and we’ve seen this on many different occasions, firstly when Mr.Birling talks about her and quotes, “We were paying the usual rates and if they didn’t like those rates, they could go work somewhere else”, this quote informs us about Mr.Birling views on working class women, in the quote he is indirectly suggesting that he doesn’t need those women to work for him, ‘they could go work somewhere else”, he is basically implying that those women aren’t important for him, he doesn’t need them, if they don’t like what he does they can go work somewhere else, this also shows the lack of respect he has for those women. His tone of voice also tells us that he still doesn’t care or regret the fact the he sacked Eva from her job for asking for a raise. This is just one example of how lower class women were treated, but to think of it upper class women weren’t treated any better either. Even though they were upper class they only had a few more rights than the working class, only because they’re women,...
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...Spencer uses promotional mix? * purpose and objectives of promotion mix * need to support desired corporate image Now that the customers of Marks &Spencer have become more knowledgeable and trend conscious, they are likely to choose the products after exploring all the alternatives. This means that the retailers of garment products will have to spend a lot of time on their marketing efforts so they approach people most importantly the right people. Marks & Spencer’s now allocate a big portion of their marketing into promotional strategies. This was necessary step to take to make sure the image of the brand is still live. Adopted from: http://professional-paper-writing-service.blogspot.co.uk/2013/05/marks-and-spencers-current-4-ps-of.html The promotion Marks & Spencer products is carried out via all the market mediums; Advertising They advertise their products on television, normally it’s very catchy and interesting to watch. The advertise their products on internet and social media. They make sure that their ads on newspaper are on the noticeble page and appropriate words are used to get reader’s attention. They have fashion magazines of their lastest trends and style. Marks and Spencers advertise via broachers for example hoovers.com 2011. * Advertising is used to inform customers about the brand * Business pays for advertising * How do customers interact /respond to the product? * What way do businesses advertise? * Wide coverage...
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...Media Usain Bolt | Advertising | Public relations & sponsorship | Sales promotion | Nature of the product | The nature of the advertising is that virgin media is selling fibre optic broadband. | In the advert virgin media says that this is the fastest broadband available, and they are using Usain Bolt to show people that it really is fast. | Virgin media is also selling line rental service in the advert. | Competition | Other companies with similar services such as Sky and BT | Other athletes who might advertise for other companies. | Other broadband companies who want their customers to challenge. | Marketing budget | £300 million | Of which £100 goes to the athlete | And roughly £50 million is going for sales promotion | Marketing strategy | Virgin media is using fastest man on planet to advertise apparently fastest broadband available. | Virgin is using Richard Brandsons logo image. | Virgin is compering Bolt with ordinary man which means that they’re comparing virgin broadband with ordinary broadband. | Target market | People or companies which use internet on daily basis and might not be satisfied with their broadband and want to change. | The fans of the athlete. | People who might be interested in using fibre optic broadband. | British Heart Foundation - Vinnie Jones | Advertising | Public relations & sponsorship | Sales promotion | Nature of the product | The advert wants people to learn CPR and save lives. | Vinnie Jones is known...
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...Abstract: I consider an upstream supplier that supplies an input to an independent downstream firm and in addition sells the final product to consumers. I find that the upstream supplier cannot implement the monopoly outcome without imposing maximum resale price maintenance (RPM). RPM increases social welfare if consumers’ valuation for the final product of the downstream firm is high, and decreases social welfare otherwise. When the downstream firm is privately informed about the demand it faces, entry into the downstream market serves as a countervailing incentive that allows the upstream supplier to reduce the information rents. Consequently, asymmetric information induces the upstream supplier to enter the downstream market even if entry is not profitable under full information. Keywords: dual distribution, two-part tariff, resale price maintenance, information rents, countervailing incentive JEL Classification Numbers: L41, L42, D82 * I thank Koresh Galil, Asaf Ravkai, Yossi Spiegel, Manuel Trajtenberg, Marisa Trajterman and seminar percipients at Tel Aviv University for helpful comments. * Tel Aviv University, Ramat Aviv, Tel Aviv, 69978, Israel. Email: . 2 1. Introduction Upstream suppliers often adopt a dual distribution system whereby they not only sell their products to retailers but also enter the downstream market and sell their products directly to final consumers. This situation is common in the U.S. automobile industry (Banks, 1993), franchising (Brickley...
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...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line techniques...
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...|Creative technology ltd | |[pic] | |Creative Zii Egg Plaszma | | | | | Table of Contents 1. Executive summary 4 2. Introduction 5 3. External Environment 6 3.1 Market Demographic Environment 6 3.2 Market Economics Environment 7 3.3 Market Technological Environment 8 4. Internal Environment 8 4.1 Internal Resources 8 4.2 Potential Market 9 4.3 Competitors 9 5. Internal Analysis 11 5.1 SWOT Analysis 11 5.1.1 Strength 12 5.1.2 Weaknesses 12 5.1.3 Opportunities 12 5.1.4 Threats 12 6. Mission Statement and Objectives 13 6.1 Mission Statement 13 6.2 Objectives 13 6.2.1 Quantitative Objectives 13 6.2.2 Qualitative Objectives 13 7. Selection and Measuring of Target Market 13 7.1 Outline of Marketing Research 13 7.2 Assessment of Potential Market 14 7.3 Market Segmentation (in relation...
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...LCC 20135057 | | Syed Hussain | | 26/11/2014 | M A Kashem Table of Contents Advertising and promotional Strategy 1 Introduction 3 Task 1 3 1.1 Communication process that applies to advertising and promotion of Sainsbury’s to focus upon the consumers buying behaviour and decision making process 3 1.2 Explain the organisation of the advertising and promotions industry 4 1.3 Assessment of promotion regulation in UK 5 1.4 Examine current trends in advertising and promotion including the impact of ICT 6 Task 2 7 2.1 Explain the role of advertising in an integrated promotional strategy for Sainsbury’s PLC 7 2.2 branding and how it is used to strengthen the market position of Sainsbury’s PLC 8 2.3 Creative aspects of advertising by measuring advertising effectiveness in Sainsbury’s 9 2.4 Ways of working with advertising agencies by focusing on process and methods of agency selection and agency/client relationships 10 Task 3 12 3.1 Primary techniques of below-the-line promotion 12 The promotional strategy for any of the company follows some steps and flow onwards. The primary techniques of below the line promotional strategy for Sainsbury PLC are: 12 3.2 Evaluate other techniques used in below-the-line promotion by taking into consideration word-of-mouth personal selling and the use of new media in Sainsbury’s PLC. 13 Task 4 14 4.1 Follow an appropriate process for the formulation of a budget for an integrated promotional strategy...
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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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...Generation Apple I have chosen Apple as my company of choice. Apple has impacted my life in several different areas throughout the last decade. Their product has assisted me in my education; it has impacted and revolutionized my creativity through software they provide for music, video and photography. I have also been able to use my Apple products at work. Apple began in 1976 when Steve Jobs and Steve Wozniak founded Apple Computer Inc. The company had their highs; they were the first company to reach $1 billion in sales. They also had their lows; Jobs and other executives left the company during a management shake up. Today, Forbes lists Apple as #1 Most Powerful Brand, #15 of Global 2000 and #79 of World’s Most Innovative Company. Apple took their failures in design, management and production, studied them and turned them into triumphs. Overall, Apple has been a successful company that shows us the strength of endurance. In 2012 Apple with their newly released iPhone reported that their net income for the fiscal year was $41 billion and over $50 billion in operating cash. Their competitors Microsoft and Samsung were close but still did not overcome the branding that Apple has implanted so strongly into our lives. Samsung with their newly released Samsung Galaxy Note reported a revenue of $29.05 trillion Korean (approximately $24 billion in US) in 2012 and Microsoft with their newly released Windows 8 program reported an income of $24 billion. Apple has been incredibly...
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...customers. 2 or more parties with something of value ot exchange, way to communicate w. eo * Not all marketing transactions involve exchange of money. Nonprofits use ads to bring in more donations Value: how customer views benefits of a product or service weighed against the cost of buying and cosuming it * Benefits can be functional, experiential, &/or psychological Marketing mix- Product, Place, Price, Promotion Integrated Marketing Communication (IMC)- coordinating various promotional elements and other marketing activities that communicate w/ the firms customers. Marketing Revolution: * Shifting of marketing expendistures from traditional media advertsing to other forms of promotion, and nontraditional media * Rapid growth of the internet and social media that’s changing the nature of how companies do business and the ways they communicate and interact with customers * Shift in marketplace power from manufacturers to retailers * Growth and development of database marketing * Demand for greater accountability from advertising agencies and changes in the way agencies and marketing communication firms are paid Brand identity: combination of logo, symbols, design, packaging, and performance of a product or service as well as the image or association that comes to consumers mind when they think about the...
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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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...1. ________ determines what the advertising message will say or communicate. A= Creative Strategy. 2. It’s used for how the message strategy will be executed? A= Creative Tactics. 3. Mention the 3 of the 5 steps of Young’s model of the creative process. A= Immersion, Digestion, Incubation, Illumination & Reality/Verification. 4. ________________ it’s process that involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumer in the target audience. A= Account Planning. 5. Mention some techniques use in the verification and revision stage of the creative process. A= Focus groups, Message communication studies, Portfolio tests, and Evaluation measures. 6. What is a story board? A= A series of drawings use to present the visual plan of a commercial. 7. Specify the basic elements of the creative strategy: A= Copy platform. 8. A campaign theme should be? A= A strong idea that will be communicated in all the advertising and other promotional activities. 9. The concept of the unique selling proposition (USP) was developed by: A= Rosser Reeves. 10. What was the campaign theme for Nike? A= Just Do It. 11. Another approach to determining the major selling idea is finding? A= Internet drama. 12. What does positioning means? A= Establish the product or service in the consumer’s mind. 13. “I am what I am” pertains to what campaign? A= Reebok...
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...What is the creative team? * The copywriter and art director. Which leads to the creative plan What is the creative plan? * How will the product be presented? Which benefits will be communicated? What is the mood of the ad? What are the production values of the act? What is the purpose of a headline? * Get attention of reader, Target potential customers, Identify the product, Set the mood (tone) of ad. Guidelines are to make it understandable What is the purpose of a subhead? * Elaborates the theme of the headline, transitions between headlines and body copy. The Longer the body copy, the more appropriate the set of subheads. What is the purpose of body copy? * Tells the story of the ad Three most common types of body copy * Straight-line/narrative * Basic explanation of the product * Dialogue * Designed to supply information through dialogue * Testimonial * Three kinds: Real person, Actor playing real person, Celebrity Slogans * A short phrase to help establish the product’s identity, image, positioning * Example: M&M’S It melts in your mouth not your hands What are the 8 rules for writing copy? * KISSuse familiar words and phrases, use presentence, avoid passive voice, use active voice, vary length or sentences and paragraphs, involve reader, avoid clichés, prove your claims Guidelines for Radio Copy * Use familiar language. Stimulate listener’s imagination. Use same/actual name of product: repeat it...
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