...“Integrated marketing: advertising and politics” Massey University Masters of Business Administration Marketing Unit Presented July 2013 Mike Richards Student ID 13154066 CONTENTS CONTENTS ................................................................................................................................ 2 1. OVERVIEW ........................................................................................................................ 3 2. SUMMARY OF RESEARCH FINDINGS AND THE APPLICATION OF ADVERTISING THEORY TO POLITICS .............................................................................................................................. 5 A. B. C. D. E. 3. 4. Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Shrimp & Andrews) 2013 .............................................................. 5 Advertising Theory (edited by Shelly Rodgers & Esther Thorson) 2012 .................. 6 Advertising and Society – Controversies and Consequences (edited by Carol J. Pardun) 2009............................................................................................................... 7 Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand Election Campaigns. ..................................................................... 7 Political Campaign Communication Principles & Practises (Trent and Friedenberg 2008) ..................................................................
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...OCTOBER 2012 ------------------------------------------------- Tutorial 1 * Overview Run through Unit Plan and Assignment question. * Introduction * Definition of Marketing * Importance of knowing the difference between objective, strategy and tool * Importance of Target Market process. * Importance of knowing Positioning. * The evolvement of Marketing Mix from 4Ps to 9Ps but syllabus covers the fundamental which is 4Ps. * Expectations * Tutor’s expectations. * Importance of attendance. * Those with less than 50% attendance will have to meet up with the lead lecturer and stand a chance to be barred from final exam. Tutorial 2 Lecture 1 – Introduction to Marketing ______________________________ 1. How does an organization create a customer? 2. (a) Identify the four types of utility and give an example of each. (b) Why is utility such an important feature of marketing? 3. (a) Define relationship marketing, and describe how it fits into the marketing concept. (b) Why is determining the lifetime value of a customer an important analysis for a company to take? Tutorial 3 Lecture 2 – Understanding Marketing Management _________________________________________ 1. What is the difference between a firm’s mission and its objectives? Why is it important that both are conveyed clearly to...
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...Defining Marketing Paper Student Mkt/421 January 16, 2011 Defining Marketing Paper Marketing is a vital part of product sales and consumer shopping. Often marketing groups place consumers into target groups, without their knowledge, to develop the best strategy for the sale of products. Many people believe that Marketing is just advertising and placing ads in newspapers, on television, the radio, and billboards. Although advertising is an important part of marketing, it is not all there is to it. Marketing starts at a products development and continues to the consumer’s purchase. Within this paper marketing will be defined and its importance explained. Marketing Definitions Until this course I thought of marketing as the advertising and sales of products or services. I thought that marketing was putting ads and campaigns together for the purpose of attracting people to a product or service. After beginning this course I have learned that marketing is much more than advertising, it also plays a role in production and the product flow from provider to consumer. Marketing is valuable to sales because it tells the customer that the product is available, where it can be found, how much it cost, and where the advertisement and placement of the product should be. The "American Marketing Association" (2007), definition is "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have...
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...Defining Marketing MKT/421 June 19, 2013 Thomas Westover Defining Marketing No matter how hard a person tries they cannot avoid marketing, to me marketing in an activity that promotes profitability. Products cannot sell themselves, it’s not only about presenting a product or service to consumers but it also involves designing products that appeal to consumer. I have two entrepreneurs in my family based on my experience with them the hardest part of owning a company is maintaining a client base, in order for them to do that they have to continuously change their marketing plan and revamp product lines. To me marketing is all about profitability and the steps that required to maintain it, in reality marketing is comprised of “The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion.” (Investopedia, 2013) which is how I would choose to explain it in not so many words. The definition of marketing varies from one online source to another for example “Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products...
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...Message Strategy: Marketing Pro Choice and Anti Tobacco Related Messages Table of Contents Introduction…………………...…………………………………………………………………...4 The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7 Target Audiences……….…………………………………………………………………………8 Message Strategy Appeals.………………………………………………………………………..9 Conclusion……………………..………………………………………………………………...10 References……………………......………………………………………………………………12 Introduction Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco and anti tobacco related messages. The...
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...Message Strategy: Marketing Pro Choice and Anti Tobacco Related Messages Table of Contents Introduction…………………...…………………………………………………………………...4 The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7 Target Audiences……….…………………………………………………………………………8 Message Strategy Appeals.………………………………………………………………………..9 Conclusion……………………..………………………………………………………………...10 References……………………......………………………………………………………………12 Introduction Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco...
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...Marketing Importance of Marketing Marketing is used in different ways in all different types of organizations. The purpose of this report is to define marketing. Marketing will be defined by three different individuals of organizations. The report will also explain the importance of marketing to an organizations success. Finally the report will provide at least three examples of organizations that or successful due to their marketing strategies. Marketing can be defined in many different ways. I define marketing as the process by which companies create customer interest in products or services. It generates strategies that underlie the sales techniques, business communication and business development. It is the part of business that helps get a company noticed. Marketing helps to build customer loyalty and creates value for the customers. The business dictionary defines marketing as the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy (Business Dictionary, 2010). Marketing is based on thinking about business in terms of customer needs and their satisfaction. Another definition of marketing is the social process by which individuals...
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...MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and Self Concept, Consumer Perception, Consumer Learning, Consumer Attitude Formation and Change. Consumer Decision Process: Problem Recognition, Search and Evaluation, Purchasing Processes, Post-Purchase Behaviour, Consumer Behaviour Models, Consumerism, Organization Buying Behaviour. UNIT III (8 Sessions) Communication, Process of Communication, Marketing Communication, Objectives of Marketing Communication, Integrated Marketing Communication (IMC), Factors contributing to IMC, Participants in IMC, IMC Promotion Mix, IMC Management & Planning Model, Challenges in IMC, Promotion Mix, Sponsorship: POP: Supportive Communication, Role of E-Commerce in Marketing Communication. UNIT IV (16 Sessions) Advertising Management, Overview: Meaning, Nature and Scope of Advertising, Advertising and Other Promotional Tools, Role of Advertising in Promotion Mix, Process of Advertising, Customer and Competitor Analysis, STP Strategies for Advertising. Campaign Planning: Message Creation, Copywriting...
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...shampoo in this regard and at that time they started gaining popularity among beauty brands. And nowadays it is being considered as the World’s top brand in cleansing products and a lot of research has been done on its product innovation and marketing strategies. BACKGROUND Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had worldwide revenue of €48760 million in 2002. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans, while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestlé and Procter & Gamble. Unilever Bangladesh Ltd Unilever Bangladesh Ltd is one of the world’s most successful fast moving consumer goods manufacturing companies with local manufacturing...
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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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...Dove and Axe: Examples of hypocrisy or good marketing? Introduction Should a company be criticized when one of its brands undertakes a campaign to improve the self-image of women around the world? In the fall of 2007, the Campaign for a Commercial Free Childhood (CCFC), a respected Boston-based activist group, said “yes” if that company was Unilever. Citing differences in how two major Unilever brands positioned themselves, the CCFC claimed it was unfair for Dove to capitalize on the success of its “Campaign for Real Beauty” while Axe, another of Unilever’s brands, ran campaigns focusing on how its products increased the sexual appeal of young men, especially among physically attractive, suggestively dressed young women. While the CCFC initially called only for an online letter-writing campaign to Unilever’s CEO, its discontent was publicized quickly through blogs and traditional media, raising awareness of the issue. Eventually, some activists, bloggers, and journalists alike were questioning the ethics of one company using what they deemed to be conflicting messages that exploited stereotypes for profit. Since the Campaign for Real Beauty’s message went beyond product promotion to social responsibility, working to improve the ways women evaluated their self-esteem and self-worth, the objectification of women in the Axe ads only fueled their complaints. Critics also noted both brands’ use of viral tactics, suggesting this reliance on the consumer to generate publicity only furthered...
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...Marketing Paper Lolita M. Ndidi MKT/421 March 03, 2014 Dr. Geraldine Goodstone Defining Marketing Marketing is what organizations use to reach our customers, interact with the customers and sell their products for business growth. Organizations performance and how well they do can be determined on how good their marketing team is. Marketing is not as simple as this description suggest on its own. The term "market," as a noun, refers to all the current and potential consumers or businesses that would use a company's products. Markets can be very diverse and consist of many characteristics. The business owner must locate viable markets for the company's products, apprise consumers of its wares and services and make products available to them. A market typically consists of a number of sub-groups that a company must identify as its key buyers. [ (Suttle, 1999-2014) ] Marketing is the management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing: (1) Identification, selection and development of a product, (2) Determination of its price, (3) Selection of a distribution channel to reach the customer's place, and (4) Development and implementation of a promotional strategy. [ (WebFinance Inc, 2014) ] Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing...
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...social marketing have a future? Social marketing has grown significantly recent years with increasing interest in the field. However, social marketing hasn’t reached it’s full potential yet, with no clear understanding of the field and what its role should be compared to other approaches to social change. As the growth of technology and the birth of Internet, social marketing has never been more relevant and highlighted in the field of marketing that it has today. This essay will evaluate past and current thinking on social marketing based on a range of academic and practitioner sources. Social marketing have often confused people to its definition. It has sometimes been regularly confused with societal marketing (Andreasen, 1995) whereas others have proposed it to be social responsibility campaigns when supported by commercial operatives, were it adds assets to the public in well-being efforts (Hastings and Angus, 2011). Yet, it’s original definition stated that; social marketing is the control, implementation and design of programs estimated to effect the appropriateness of social notions and concerning thoughts of product preparation, communication, price, marketing research and distribution (Kotler and Zaltman, 1971). Social marketing was formerly stimulated in an article written by the sociologist G. D. Wiebe in 1952 (Andreasen, 2002). Wiebe was anxious that marketing wasn’t related to troubles such as were friendship could be sold as rewarded goods (Corner...
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... 2. Current Situation 6 a) Microenterprises 7 b) Small Scale Businesses 7 c) Medium-Sized Businesses 7 3. Similar Campaigns 8 a) “Made In” vs. “Product Of” vs. “Owned by” (Australia & South Africa) 8 b) Buy Philippine Made Movement, Inc. 9 c) Seal of Excellence 9 d) Action Plan 10 4. Market Study 10 a) Colonial Mentality 10 b) Products Consumed 11 B. Definition of Issues 13 1. Philippine Made 13 2. Patronization of Philippine Made Products 15 3. Perceptions on Campaigns for Philippine Made 16 C. Position of Advocate 18 1. Mission and Vision: 18 2. Resources: 18 3. Competition: 19 4. SWOT Matrix: 19 5. TOWS 20 III. DEFINITION 22 A. Identification of Target Market 22 1. Primary: Youth 22 2. Secondary: Yuppie 24 B. Target Publics 24 C. Recipients 24 D. Product 25 IV. GOALS AND OBJECTIVES 25 A. Short term 25 B. Medium term 25 C. Long term 25 V. MARKETING MIX 25 A. Market Targeting 25 1. Size of the New Market 25 2. Demographic Characteristics 26 3. Psychographic Characteristics 26 4. Behavioral Characteristics 27 Primary Research Data 28 B. Product 30 C. Sales and Distribution Program (Please see Media and Public Reltions Program) 31 D. Marketing Communication Program 31 1. Message Analysis of Short Term Objectives: 31 2. Advertising Program 31 a) General Objectives 31 ...
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...constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no longer respond to traditional forms of advertising; and new technologies that may reinvent the very process of advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing, as well as advertising and promotion. These changes are being driven by advances in technology and developments...
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