...[pic] Submission Front Sheet Assignment Code: AB165B18… Programme: BTEC Higher National Diploma in Business (Marketing) Unit Title and Number: Advertising and Promotion in Business (Unit 18) QFC Level: 4 Unit Code: J/601/1000 Credit value: 15 credits Module Tutor: Mehedi Khan Email: m.khan@mrcollege.ac.uk Date Set: 23rd September 2014 Name: …………………………………………. Registration Number: …………………………………………… Date: …………………………………………… Is this a First Submission or Second Submission ? Word Count (max.5000) Turnitin Score Complete and copy this page and add it as the front sheet to your online submission [pic] Part 2 Assignment Brief Programme: BTEC Higher National Diploma (HND) in Business Marketing Unit Title and Number: Advertising and Promotion in Business (Unit 18) QFC Level: 4 Unit Code: J/601/1000 Credit value: 15 credits Module Tutor: Mehedi Khan Email: m.khan@mrcollege.ac.uk Date Set: Starts: 23 September 2014, Ends: 5 December 2014 Distribution Date : 30.09.2014. LO1 Submission Date : 21.10.2014 (for formative feedback) LO2 & LO3 Submission Date : 10.11.2014 (for formative feedback) LO4 Submission Date : 18.11.2014 (for formative feedback) Final Submission Date (Full Assignment): 5th December 2014 The effective use of advertising and promotion is a fundamental requirement for any business...
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...The following essay will discuss how and utilizing what methods that Revlon will market to male consumers. Revlon is an American, cosmetics, fragrance and skin care corporation that was founded in 1932. The company is known for providing cosmetics, health, and beauty products for a variety of consumers. There are several divisions of Revlon that target different types of customers such as; Princess Marcella Bourghese is the upscale and international division, Moon Drops is the dry skin division, and Etherea is the hypo-allergenic division. Revlon is now concentrating on developing their male market. http://www.revlon.com/ There are five topics that will be discussed in the essay. The first topic that will be discussed is to develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line. The second topic that will be discussed is to determine and discuss the needed branding strategy that Revlon should...
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...What Types of Advertising Appeals Work Best? Types of advertising appeals are as different as the people we want to market to and the service or product we want to sell. First, what do we mean by advertising appeal? This is the approach - or advertising technique - we use to get the attention of consumers. It sets the tone for the marketing copy. Humor works best for some; Fear is extremely effective. Honesty works wonders. All types of advertising appeals are generated by our emotions. Each of these advertising techniques will have a strong effect on customer behavior. What appeals to one group of consumers may irritate another group. In fact, the No. 1 key to writing advertising and marketing copy is to Know Thy Audience. and then appeal to them emotionally. Common types of advertising appeals An advertising message must match the consumer's need for the service or product. Our marketing copy should address whatever emotional need our reader is experiencing. They may not even be aware they have this need. but it's our job as copywriters to bring it to the surface. Let's take a look at some time-tested advertising techniques: Profit - The potential for wealth is one of the most powerful advertising pulls. This approach lets consumers know the product or service will save them money, make them money, or keep them from losing money. Happiness and Contentment - Many a service has been sold that pledges to remove stress and improve the enjoyment of everyday life...
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...Having your own website can be complicated, with so many scams and frauds in the internet world; it makes it difficult to form a trust with possible customers. A website that follows the ethical laws of the web will have a chance to earn trust and possibly have a productive e- business. Research on Ethics of Online Marketing Spam Email, Page Cloaking, Spam Blogs, Keyword Stuffing and Irrelevant Keywords are just a few unethical marketing techniques used in e-business. Spam Email is a way of advertising to people without having their permission to do so. According to Google page cloaking “refers to the practice of presenting different content or URLs to users and search engines” (Goggle) Goggle has a service called goggle bot a search engine that directs people to places they need to go . Well page cloaking takes advantage of this service. Instead of giving a legit URL to Google BOT it gives it a dummy one, so if you search a child friendly site you might end up with an adult site or a site nowhere related to what you were searching. “Blog spam and comment spam happens when a BOT or actual human visits a forum, a blog, or a chat room and automatically posts self-promotional links to the spammers websites.” (Anonymous, 2012) Keyword stuffing is caused when a webpage intentionally adds keywords to their site to be at the top of search engines. Consequences of Unethical or...
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...within the company, customers, distributors, supplies and others we came with a new product. 2. IDEA SCREENING The product is very attractive not only from the outside but also from the inside. High Fashion Brand Loyalty Brand Awareness Lack of e-commerce (WEB) STRENGTHS WEAKNESSES New entry of products There is no position of the brand Specific average of specific needs Design challenges Existing customer reactions CHALLENGES OPPORTUNITIES INTEREST Gives pleasure & enjoyment Means of self-expression HEDONICS purchasing experience Elegance or emotional gratification INVOLVEMENT importance:...
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...appointment Course Description Determining what is valued and the importance of product features and service offerings is perhaps the most important issue that marketing managers face. Recently, conjoint and choice models have become popular techniques to help marketing managers understand what customers value. The objective of this course is to expose the student to a variety of preference models used by brand managers and marketing analysts and to give students hands-on experience in using conjoint and choice modeling techniques. This course examines these marketing decisions using a combination of lectures, cases, and exercises. Learning Objectives: 1) Develop an understanding of consumer decision making frameworks and protocols. 2) Learn how to design and analyze choice/conjoint experiments so as to quantify the importance consumers place on specific attributes/ benefits. Course Material Readings, Lecture notes, Case Exercises and Situation Analysis directions are available on Blackboard at https://courses.smu.edu/webapps/login/ . Evaluation Exam 40% Quizzes 35% Simulation Exercise 25% 100% Please consult the Simulation Exercise document for details. IMPORTANT! The simulation exercise is a group (two-three person assignment) and is due (in my hands) on Wednesday, May 4, 2011. Contact Jan Olavarri, 214-768-2858 to schedule missed quizzes before they have been graded and distributed. Materials...
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...discussion system right up the evolution of modern social media sites such as Facebook and virtual worlds such as Second Life. It also draws a line between two related concepts that are both knows and social media sites: Web 2.0 (multi author webpages e.g. Wikipedia) and User generated content (e.g. reviews created and posted online). It also indicates basic functionalities involved with social media sites such as Adobe Flash Player and Java Script. The article also shows how social media sites are classified through social presence/media richness and self-presentation and/ self-disclosure. The article reviews the challenges and opportunities of social media by breaking up social media into six distinct groups: collaborative projects, blogs, content communities, social networking sites, virtual game worlds and virtual social worlds. Within this section the article provides examples of how companies have used social media as a marketing tool. For example: To promote the movie “Fred Clause”, Warner Brothers created a Facebook profile where visitors could watch trailers, download graphics and play games. The...
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...INTRODUCTION I am a Hypnotherapist and throughout the years I have used everything from Neuro Linguistic Programming, Guided Imagery and Cognitive Therapy to Persuasion Tactics in order to assist my clients in ridding themselves of deep seeded phobias and limiting beliefs. I’ve seen the positive effects that these tools for change have had on people’s lives. Like any powerful tool in the right hands it can repair, but in the wrong hands it can destroy, it all depends on the intention and moral judgments of the user. My purpose for writing this book is to shine a light on those who choose to use these transformative tools for their own personal gain. Cults, are just some of the organizations which use countless techniques to get its members to commit themselves and take part in what may be harmful activities. The sum of these techniques constitutes what many professionals have come to call “Repatterning." It's also known as "thought reform," "hypnotic programming", "mental conditioning," and “mind control”. These techniques involve the systematic breakdown of a person's sense of self. Patty Hearst, heiress to the Hearst publishing fortune, became famous in the 1970s after she was kidnapped by the Symbionese Liberation Army, which has come to be known as a "political cult”. Hearst was locked in a dark closet for several days after her kidnapping and was kept hungry, tired, brutalized and afraid for her life while Cult members bombarded her with their anti-capitalist political...
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...(Wikipedia). Impulse buying is a sudden, compelling, hedonically complex purchase behavior in which the rapidity of the impulse purchase decision precludes any thoughtful, deliberate consideration of alternatives (Kacen, 2002). The speed of purchase decision prevents from any thoughts, considerations and studying other options or alternatives. Rook (1995) defines an impulse buying as follows: when a consumer experiences a sudden, often powerful, and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. The research on impulse buying behavior has many practical benefits and by revealing the relative importance of factors affecting the impulse buying behavior, the effective marketing strategies can be proposed to increase the volume of impulse purchases or on the other hand, the consumers can be helped to control their impulse behavior (lee et al., 1989). There can be different factors for a particular consumer to behave impulsively. Broadly these factors are grouped into two categories....
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...Viral marketing, viral advertising, referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.[1] Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution.[2] Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company webpage or social media profile) or on social media websites such as YouTube.[3] Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, webpage or social media profile. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission",...
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...Team Dynamics Group of people working together for achieving the organizational goals are considered team but when people create group with no interdependence or organizationally focused objective are called formal group. These formal groups are available in almost every form of social organization, and same applies to my classroom on basis of race, religion and nationality. People of same race go along with each other very easily as they are familiar about themselves and similar situation goes for religion and nationality too. There are various reasons for having formal groups within a social organization among which the most basic reason is drive to bond, human being is a social animal and they are hardwired through evolutionary development. Individuals basically defined themselves by the group which they are affiliated to, in classroom students try to find people’s group whom they see having similar traits and identify themselves with that group. Also informal group allows individual to accomplish personal objectives that cannot be achieved working alone, any uncertainty in the class which could be because of exams results or any other thing require student to have some social support. This kind of social support is achievable through formal group within the classroom. There is another important fact i.e. individual cannot appose organization (in this case would be college) changes, group is required to accomplish personal objectives. Informal...
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...Final Project: Marketing Plan June, 2010 Marketing Plan I have produced a marketing plan that I believe is the most effective way to introduce my product to the market. I have included a brief introduction to my product, an analysis of the market I plan on targeting, and an analysis of the market size and demographics of the targeted market. In the marketing plan I will include four of the most important elements of the marketing mix; also known as the Four P’s of marketing. The product being offered to consumers will be the first P. The value; or price, that is assigned to the product will be the second P. The third P will stand for promotional activities to be used to inform prospective customers about the product. The place the product will be provided to the consumers will be addressed by the fourth P. Finally this marketing plan will discuss sales promotion techniques that I plan on using to build an interest in my product in the introduction phase. Product I would like to introduce a vitamin supplement product to the marketplace that is more like candy than a multivitamin. Many people take or have taken a multivitamin sometime in their lives. The Flintstone’s vitamin was a well known and liked chewable vitamin for children that helped them receive essential daily vitamins and minerals with less hassle and no swallowing. However, as people mature their daily vitamin and mineral needs change and options for tasty and chewable multivitamins are limited. Most...
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...and copy each other’s behaviour. Researchers recognise the giving and seeking of opinions as one of the most important word-of-mouth influences on brand and product choice (Bristor, 1990 and Weimann, 1994). Especially in fashion, social groups and opinion leaders influence product and brand evaluations (Amaldoss and Jain 2008). Fashion consumers often refer to fashion opinion leaders who they desire to be alike. The Internet and social media speeded up the way of communication within reference groups and made it possible to share interests without physical interaction. I can consider – as my fashion opinion leadermy mom, sister , girlfriend and boyfriend. It’s the only people from who I can take an advices , and their opinion can really shift my decision making. I identify my fashion opinion leaders by several methods: • The self-designating method The most commonly used technique to identify opinion leaders in which a person is asked to evaluate or describe his or her own attitudes or actions. For example, consumers are asked whether they consider themselves to be opinion leaders in a specific product category. It is presumed that respondents who report a greater degree of interest in a product category are likely to be opinion leaders. Questions pertain to: a) the extent to which they have given information and advice about a product/service category and/or brands to others in the social system b) how often they have been able to influence the purchase decisions...
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...accounts or regions. Manage quality and consistency of product and service delivery. I believe that you are well aware of the qualifications that an Area Sales Manager who possess (8) years of professional experience in Sales & Marketing would have. Not only does my relevant experience make me stand out, but I believe that I have the qualities and characteristics needed to succeed. I have excellent written and verbal communication skills and possess exceptional administrative and technical skills. I am highly organized with an ability to balance multiple tasks simultaneously and a talent at solving problems. Confident, responsible, and with a good sense of judgment, I am able to work independently and on a team. If I had to describe myself I would say that I am an energetic, competitive achiever who can perform under pressure in a fast-paced rapid changing environment. My attention to detail and ability to build rapport with customers and colleagues alike make me a natural leader. As an Area Sales Manager I understand just how important product positioning, mind share, press reaction, and word of mouth can be for a brand. I also understand that a product's success depends on the marketing efforts of the initial phase of the product launch. My time with Nokia and Vodafone has taught me how to fully prepare for a product's launch just as it has to me how to prepare for many other situations. I would like to explain how I intend to bring this same level of preparation...
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...as it is the core of sales and marketing activities. As in today’s world, brand is an identity in showing differentiation between themselves with other competitors. Brand shows an image, which being perceived by other parties which includes people, consumers, managements and even employees. This is not showing products that being sold in the market, but it is an expression that being given to the brand that they acquired. Kornberger (2010) explains brand in a way that “ truth is not from what contain insides things, but it is the knowledge on how we explore about things” I will emphasis on the topic of employee branding which being define and explain by Miles and Mangold (2004) which associate with individualism, job satisfaction, working attitude and behavioral factors, and the effects towards my satisfaction and loyalty towards company that has different working environment such different cultures, values, objectives and organizational management practices. I will also show some of the argument presented by some researchers which associating with employee branding techniques in order to support my working experiences (eg. Davis & Dunn, 2002; Cardy, 2001; Dowling, 1993;Ind, 2001;Mitchell, 2002;). I will also discuss about how emotional connection (David, 1991;Entwistle, 2000; Stuart, 1999b; De Chernatony, 1999; Mael & Ashforth, 1992) associates with the effectiveness of employee branding and also the organizations sales and marketing activities. Since 2009, I had...
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