...MUSIC MARKETING & PROMOTION What is marketing? Understanding and satisfying customer’s needs, desires Accordingly understanding and defining the “potential” market and its needs! Difficulty in the music industry: Emotions and experiantial responses/needs are involved, which are unique to each person Music defines its market by genres, demographics this helps the segmentation, so that sets of consumers with common needs, characteristics are put together Branding Def.: put very simply it is a symbol, name, logo to differentiate one product from another. But it’s far more complex because it actually is a sort of shorthand for values linking the conusmer with the product. Attention: Brand value/identity does not always equal brand image (perception of the brand) Marketing mix: 4P + 3P= Product, Place, Price, Promotion + People, Physical Evidence, Process Gatekeeping: Opinion leaders influencing the target audience. They control the info flow between the producersn and the consumers/the public/target audience. 1. A&R managers seeking new artists 2. Prioritization of artists when allocation productions, performances 3. Intl. Departments deciding who will “travel well” Who are the taste-makers/opinion leaders: press-freelance journalists, editors, TV presenters & producers, Club DJ’s, indie record store owners, bloggers Campaign: message about the artist & the product has to be always the same, everything needs to stick together...
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...IV) Promotion/Collaboration Advertising Advertising wills occur through a collaborative approach securing an integrated marketing communication across all medias. Identifying Nike FuelBand as the only fitness tracking devices, that has the most accurate measure. The device you can’t live without. The campaign with emphasize the products and how integrates in daily live or our target market group. This will include our partnership with Microsoft Xbox, Kinetic active game users and branching out with large fitness studios like Bally’s. Targeting to this expanded group will defiantly be a huge advantage over competitors. We are integration to all aspects of fitness. We use combination of television advertising, magazine advertising, multimedia presentation, focus on web-based advertising and wellness magazines insert to communicate the message reaching more of are target markets for less money. The implantation of our campaign will corporate technological partners and advertising agencies in order to increase sales in 2013 by 25%. The advertising will included are partnership with game console to really maintain the communication to target market that we are the only fitness device that integrates with every part of their fitness needs to virtual fitness as well. Marketing with the video game industry and fitness giants would be a real advantage over competitors. Sales Promotions Nikefuel band has done extremely well with past promotions. In order to meet revenue goals...
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...Marketing Promotion Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.[ Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques. In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also d ifficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front. \ Marketing promotion Promotional Mix Promotional Mix : Using several different types of communication to support marketing...
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...Liberty University Promotion/Marketing BUSI520 – Group 3 December 4, 2013 Surveying the current promotional efforts for your product/service, what specifics could you provide that show your firm is delivering value for their customers? Remember, value is what customers get in return for paying the retail price for the product. Customers are not buying features and benefits! Promotions One promotion value Tesla Motors provides is what they call, bringing Tesla to the customer in which Tesla host ownership events at no cost to a potential customer. The events are ticketed gatherings hosted by current Model S owners, whose love for the Model S, Tesla utilizes to connect with possible purchasers. Tesla has found that with every Model S delivered, there is an average of three reservations via word of mouth, which is another value. The events will allow the customers to spend more time with real people, touch and drive the car in a casual environment, ask any questions of the Tesla representatives as well as reserve the car on-site should they choose to purchase. Another promotional value a Model S owner will get is a vehicle that is all electric with and powertrain that allows for no emissions, minimal to no earth environmental impact and a luxury sedan that is family friendly, will seat mom, dad and the kids. Added third row may even allow for grandparents and or extra packages, groceries, and animal tag along. A federal tax credit is also a value to the customer...
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...Task 1 Definitions of quality in terms of business and services provision Quality in business, engineering and manufacturing has a pragmatic interpretation as the non-inferiority or superiority of something; it is also defined as fitness for purpose. Quality is a perceptual, conditional, and somewhat subjective attribute and may be understood differently by different people. Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the marketplace. Producers might measure the conformance quality, or degree to which the product/service was produced correctly. Support personnel may measure quality in the degree that a product is reliable, maintainable, or sustainable. There are five aspects of quality in a business context: Producing – providing something. Checking – confirming that something has been done correctly. Quality Control – controlling a process to ensure that the outcomes are predictable. Quality Management – directing an organization so that it optimizes its performance through analysis and improvement. Quality Assurance – obtaining confidence that a product or service will be satisfactory. (Normally performed by a purchaser) Service quality is a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. This aim may be achieved by understanding and improving...
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...Introduction Promotion is used by organisations to communicate with customers with respect to their product offerings. In this sense, promotion is one side of the communication process with customers. Market research, in which suppliers seek to elicit information on consumer requirements from consumers, is the complementary component of the communication process. The following summarises this very simply: Promotion → Producer Customer ← Market research In some forms of promotion and service delivery, communication in both directions can be achieved simultaneously, and since two-way communication is the only real form of communication, promotion which is associated with two-way communication is to be encouraged. Examples of such two-way promotion emerge largely from the contexts of services marketing and relationship marketing. In services marketing, for example, promotion can be part of the service delivery. Exchanges between the service agent and the customer can elicit information about customer requirements, and also permit the service agent to explain the organisation’s products and how these might meet the customer’s needs. Similar kinds of exchanges can occur in the relationship marketing interest in business-to-business marketing transactions where the sales person is a significant agent in the establishment of relationships between customer and the organisation. A more formularised approach, the use of loyalty and reward cards, in, say, supermarkets, offers another approach...
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...Corp. Marketing Mix- Promotion When is comes to a Marketing Mix, one of the most important steps in this process is the Promotion Mix. A company has an overall Promotion Mix, or Marketing Communication, and can also promote itself through advertising, public relations, personal selling, and sales promotion. With a company like Starbucks, promotion is key when reaching out to potential customers. Typically, when skimming a magazine, driving down the highway, or even simply just walking down the street, encountering the Starbucks logo is not a rare site. Starbucks advertises themselves on billboards, newspaper, ad space, and logos through the form of institutional advertising. When using institutional advertising, Starbucks goal is to improve the image of their company as whole to consumers and their target market. (Hair, Lamb, McDaniel, 2014). Along with this advertising, Starbucks uses various types of media to best reach its target market. Some of these media types are: magazine ads, television commercial ads, and most importantly through social media. Although Starbucks uses magazine ads and television commercials to portray their products and a friendly coffee shop environment, the company tends to have a big brand presence when it comes to the Internet. According to Branding Personality, Starbucks has made it a point to take its successful offline branding strategies and implement them online. Its online image and messages have stayed consistent with their...
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...a time when the aspirations, companies and products were limited. As debt became cheaper and technology took rapid strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. In addition, Above the Line is much...
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...selecting this demographic, Hasbro further segmented it by targeting boys in between 8 to 12 years of age. This age group has a strong dependence on opinion leaders, is widely influenced by others and place an importance on brand names and trends. While it was estimated that this group spends $14 billion per year, there is still a significant portion of that money that comes from “toy givers” - which typically respond better to traditional marketing efforts; TV commercials Radio Ads Print Ads Catalogs Direct Mail Promotional tools (price packs, prizes, tie-in promotions) The actual target market of tweens will respond better to viral marketing efforts; WOM (Word of Mouth) BUZZ marketing ''key influencers'' Exclusivity/Popularity/Social influence Negotiate product placement in store and weekly advertisement through; Discount off-list price Display or advertising allowance Free product with large order (12 free games with every 500 purchased) The risk companies take with viral marketing is that consumers do not share their experience or the experience is negative. Both instances result in a failure to create “buzz” and will cause sales to remain flat or decline. If Hasbro utilizes a hybrid approach, they will have an opportunity to generate sales through the traditional tactics if the non-traditional campaign is not successful. Next Steps Manufacturers must focus more on creating high-value, multimedia strategies...
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...consist of 15 multiple choice questions and covers the material in Chapter 13. Be sure you are in Chapter 13 when you take the quiz. Question 1 4 out of 4 points Correct Face-to-face, person-to-audience, over the telephone or through e-mail are examples of what type of communication channel? Answer Selected Answer: Personal. Correct Answer: Personal. Question 2 4 out of 4 points Correct Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor is the definition of: Answer Selected Answer: advertising. Correct Answer: advertising. Question 3 4 out of 4 points Correct Samples, coupons and display ads are examples of which type of communication channel? Answer Selected Answer: Promotions. Correct Answer: Promotions. Question 4 4 out of 4 points Correct Creative and unexpected ads located in such diverse settings as sports arenas, parking meters and shopping carts in hopes of grabbing consumers’ attention is a strategy called: Answer Selected Answer: place advertising. Correct Answer: place advertising. Question 5 4 out of 4 points Correct Hearing and processing messages according to what fits into the receiver’s belief systems is the definition of: ...
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...Assignment 4: Integrated Marketing Communications and Customer Satisfaction Integrated Marketing Communications and Customer Satisfaction Lasting Impressions Wedding and Events is a full service wedding and event planning company. The company provides full services for weddings, all types of parties and celebrations, and corporate events. The company’s marketing goal is to be known for the quality of the services that is provided at a reasonable cost to the client. The company wants to portray elegance, luxury, and high quality to its clients and to others in order to gain more from its target audience. The company wants to appeal to future clients through ad campaigns focusing on our image and quality through informative advertising. Informative advertising is used to provide the consumer with the information needed about our services, while also displaying images from different weddings and events that will appeal to the target market. (Borkar, 2012) The company will give the consumer a functional reason to use our services and appeal cognitively to their minds, with a one-sided argument about the benefits of using our services. (Iacobucci, 2012) The goal is that a soon to be bride will see our advertisement and will see everything that she wants to do with her wedding and come to us for her wedding, or for an executive to see the benefits of using us for their company’s next corporate event. The company will use print advertisements in bridal magazines and business magazines...
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...Cadbury Dairy Milk Chocolate Cadbury Dairy Milk chocolate is one of the major success stories of the Cadbury business and one of the world's most famous chocolate brands. The new milk chocolate was introduced to the British market in 1905 and, with its unique flavour and texture, quickly became the market leader. Milk chocolate was first made by Cadbury in 1897 by blending milk powder with the basic chocolate ingredients of cocoa butter, cocoa mass and sugar. . Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only "as good as," but better than the European milk chocolate. With its now-famous glass and a half of full-cream milk in every 200gms, it contained far more milk than any previously known chocolate. The special flavours produced when fresh milk, cocoa mass and sugar are cooked together in the first stages of the chocolate crumb making process give Cadbury Dairy Milk its unique taste. Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions - from a quick snack, a self-indulgent treat, something to share with family or friends or a gift. Cadbury Dairy Milk is sold with a similar design worldwide - the centerpiece of all packaging is the iconic "glass and a half " image showing the famous glass and a half of pure full cream milk flowing into a delicious chunk of Cadbury Dairy Milk chocolate. Consumer Needs it Fills Basically Cadbury chocolates are tasty, satisfactorily and sometimes healthy. One...
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...Direct marketing From Wikipedia, the free encyclopedia For distribution and retail sales of comic books, see direct market. | This article needs attention from an expert on the subject. Please add a reason or a talk parameter to this template to explain the issue with the article. Consider associating this request with a WikiProject. (February 2011) | Marketing | Key concepts | Product marketing Pricing DistributionService Retail Brand managementAccount-based marketing EthicsEffectiveness Research SegmentationStrategy Activation ManagementDominance Marketing operations | Promotional contents | Advertising Branding Underwriting spotDirect marketing Personal salesProduct placement PublicitySales promotion Sex in advertisingLoyalty marketing Mobile marketingPremiums Prizes | Promotional media | Printing Publication BroadcastingOut-of-home advertising InternetPoint of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassadorDrip marketing Visual merchandising | v t e | | Wikibooks has a book on the topic ofMarketing | Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data...
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...II- LITERATURE REVIEW In today's competitive environment it is very important for marketing managers to utilize the complete variety of marketing mix tools to achieve maximum result and one of these marketing tools is sales promotion which has been very important in the food retail division(Sue Peattie; 1998). Nowadays several promotional tools such as coupons, bonus packs, free samples and sweepstakes are very commonly practiced activities offered by manufacturers to its consumers but the next step which is the consumer response to these activities has not been understood well in this regard (Chem L. Narayan and P.S. Raju; 1985). So keeping in mind the importance of consumer's reactions and response towards promotional campaigns of organizations in order to implement these promotional activities successfully, the influence of these promotional activities on sales and consumer decision is going to be analyzed. Promotional campaign is an attempt to influence the consumer buying decision; and promotional strategist is a functional behavioral analyst who finds the nature of the response towards any promotional activity and seriously weighs up the facts and support provided by the respondents via behavioral research in order to achieve utmost results and efficient findings (Peter L. Wright; 1973). The impact of advertising on the purchasing behavior of the consumer has been acknowledged in the marketing literature while the impact of promotional activities has given lees consideration...
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...Mixture 4. Ice Tea 5. Tezdum 6. Mezban Advertisement: (Tapal Danedar): Tapal Danedar has recently launched its new advertising campaign with the slogan “ab dil ki suno” and in all their TVCs they have tried to portray that we should follow our heart and do whatever we want to do. In one of their recent TVC they have shown a boy hugging his principal and dancing with joy because he got his degree and finally graduated. One of the most popular advertising campaign of tapal was with the tagline “har lamhe ki chah.” The main purpose was to enlighten the fact that no matter what the time or occasion is, a person can have tea whenever he wants. The tagline connected so well with the people that the whole campaign became a huge hit. Marketing channels they use are: * TV *...
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