...foundational information on print media and then online media, and compare their common characteristics as well as discuss how they differ. EXAMPLE: "With print media marketing, the company establishes product recognition by ..." "In contrast, online media allows marketing to be accomplished in the following ways that are unique to that media form ..." "Print media and online media marketing have some characteristics in common, such as ..." "Print media and online media differ in their marketing strategies and target audiences by ..." 2. An example of a company that markets in both online and print media to their target audience is Netflix. Netflix markets online, in print media (and on television/radio). What do they do in print media that is the same as what they do in their online advertising? In what ways is their marketing approach different in print media vs. online? Who is their target audience? Is their target audience the same for online and print media, or are they targeting two different audiences? Who is the target audience in print? Who is it in their online marketing? What strategies do they use to reach that audience in each marketing venue? Here is a link to the Netflix website that may help you get some ideas and copies of their print ads: http://www.netflix.com/BrowseSelection. NOTE: One thing I notice about Netflix and their online marketing is their use of pop up ads that are stronger than even the pop up blocker on my browser. They also use email and banner ads...
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...Chapter 1 Topic: The impact of new advertising media technologies on company performance. Author: Tendai T Chigwada (R10651V) 1.0 Introduction The researcher will carry out a research on the impact of new media technologies on company performance using Econet Wireless Zimbabwe as the case study to the topic under study. In this research proposal, the researcher is going to highlight the activities to be followed in coming up with this research. The researcher will briefly explain the background to the study, statement to the problem, research objectives and questions, significance to the study. Not be left out are the delimitations, limitations, review of the literature, research methodology, data presentation and the budget to be allocated for the entire research. 1.1 Background to the study Econet Wireless Zimbabwe is Zimbabwe's largest provider of telecommunications services, providing solutions in mobile and fixed wireless telephony, public payphones, internet access and payment solutions. Econet launched its network on the 10th of July 1998 and listed on 17th September 1998. It is one of the largest companies on the Zimbabwe Stock Exchange in terms of market capitalization. The company continues to upgrade its network to carry more subscribers, and further widen its geographical coverage, which is already the most extensive in Zimbabwe. www.econet.co.zw. The reason which motivated me to study this topic is that ,marketing problems often have far reaching effects on...
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...Chapter 3 Online advertising: Definition: Use of internet as an advertising medium where promotional messages appear on a computer screen. Since the communication software (browser) revels sufficient information about the sites visitors. Online advertising can be custom-related to match user preferences. The Future of Online and Offline Advertising Add industry Website marketing yellow pages Social media News paper adds Blogs Cards and broachers...
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...changing media landscape of the 21st century is requiring marketers and media organizations to rethink their forms of media planning. This paper reviews the development of marketing communication planning and moves into the current and future multimedia marketplace. The New Marketing Frontier Sundeep Kumar Mohanty PGDM 13-15 IBA, Bangalore The New Marketing Frontier Over the last 20 years, there have been advances in marketing media outlets and strategies. One of the more recent forms is referred to as Social Media Marketing. This method can be defined in a number of ways, but one of the best descriptions came from a marketing professor at The University of Cincinnati, Ric Sweeny, “Social media marketing is the ability to use nontraditional communication and connection to build a brand.” Social media is one of today’s biggest forms of communication and it has not only changed the way people interact everyday but also the way companies communicate. Today's marketers have adapted the various forms of social media to perform a business purpose. As a result the adaptation of social media has taken been a focus of innovation and ideas for the marketing world. Contemporary forms of social media are found in two very popular websites, Facebook and Twitter. Together, these sites are defining the platform for social media in the digital world, and continue to adapt and evolve with advances in technology and consumer preferences. The big debate over social media marketing is, can...
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...Turn Prospects into Customers with Content Marketing a complimentary eBook by Joe Pulizzi and Newt Barrett Get Content. Get Customers. Joe Pulizzi • Newt Barrett How to Turn Prospects into Customers with Content Marketing What You Will Learn By Reading This eBook • • • • • • • • • • The 3 reasons traditional marketing isn’t working. Content marketing is the biggest industry you’ve never heard of. What content marketing really is and why it is important. Why using the B.E.S.T. strategy can be the litmus test for your content marketing efforts. Why you must think like a publisher today! The 6 reasons why you can communicate with buyers directly. The 11 biggest benefits of content marketing. The 7 deadly sins of content marketing. What MindJet, Best Buy and ThomasNet are doing to drive business through the use of great content. What content channels are available to launch content marketing efforts and when to choose the right one. and much more… 2 Get Content. Get Customers. Joe Pulizzi • Newt Barrett How to Turn Prospects into Customers with Content Marketing If you answer ‘Yes’ to these questions, this eBook is for You • Are you disappointed with results from traditional marketing efforts? • Do you have difficulty proving a return on your marketing investment? • Are you spending a lot of money on your marketing and you’re not sure if it’s working? • Do your marketing materials talk more about you and not enough...
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...began as a small production shop that ad agencies hired to create digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing 32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change. In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what is working, and mainly focus on viral marketing, or should they embrace other traditional content and media, effectively becoming a full service-advertising agency? Viral advertising...
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...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes everywhere...
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...How Social Media has Affected Marketing How has social media changed the marketing strategy used by companies? Marketing can be classified as a strategy that lets consumers know about products and can tell companies what consumers need. Social Media is an important communication tool to easily connect to other people or organizations. Studies have shown that people use information on social media as the guideline for their future purchase or planning their future trip. The marketing strategy focuses on a target market. Companies can easily reach their targets individually through the use of social media. Consumers tend to post, share, and favorite advertising through social media, which attracts other similar consumers as well. Overall, social media is an easy way for a seller to reach a target market. The increased use of social media has given marketers a larger pool of data, a better understanding of the audience’s needs, the ability to bypass gatekeepers, real-time feedback, and the chance to place their employee’s on the front line. An affective marketer usually markets their products to a target market. Target markets are customers that are most likely to buy your product. In order to obtain research and information on a target market, the marketer must receive primary data. Social media has made this easier to obtain by the click of a button. Before social media companies would use phone calls, mail, or surveys to gather primary data. This proved to be expensive...
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...Integrated Marketing Communications: Nike Ashford BUS 615 (MOE1540A) Dr. Paula Zobisch October 12, 2015 Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their effectiveness and whether or not improvement is needed. Nike uses print, television, social media, direct marketing, online marketing and more in order to spread one central message and that message is to “Just Do It”. Word of mouth is a large factor in Nike’s popularity as well. The Air Jordan leg of the brand creates tons of media hype every time a new shoe is released. Nike has been able to build a legacy that has only grown over the years. The company has remained relevant through all marketing channels and could possible even take a break from extensive advertising at this point without any stop in sales. The innovation in products as well as brand loyalty has built a following that is unmatched in shoes and athletic wear. When we look...
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...1 : Introduction To Marketing Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is the key factor behind the success of a company. Generally a company produces many things which may include different kinds of consumer products, electronic goods or may be many services. Every company spends huge sums of money to these marketing strategies. They employ these specialized people in the field of marketing in lieu of huge remuneration. The chief responsibility of these marketing is to make these products popular and to prepare new marketing ventures so that people develop some sorts of understanding about the company and its products or services. When it comes to marketing, most if not all marketing professionals have a different approach on how to reach consumers. Despite the differences in how consumers are reached, the goal is often the same; encourage consumers to purchase a specific product or service. The obvious way to increase your consumer base is to increase the amount of consumers you reach. Evolution of Marketing Earlier approaches The marketing orientation evolved from...
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...SOCIAL MEDIA MARKETING Bizuayehu D. Weretaw Submitted to: Professor Yohannes Abate, PhD. Contemporary Business (BUS508) Strayer University, Takoma Park Campus November, 2013 Introduction In these days of technology, our daily activities and social interactions are becoming dependent on social media. This is not limited to people who are living in most advanced countries but in less technologically advanced countries as well. This, in other word, indicates that social media has become a global phenomena. Published and unpublished sources show that over a billion of people around the globe visit social media at some time regardless of the amount and nature of use. Understanding the ever growing number of subscribers, software programmers are developing various social media platforms considering the cultural and linguistic background of the user society. The most popular social media sites, as most of witness or could guess, are the Facebook and Twitter but the Chinese Qzone, the Orkut of the Brazilian (which is owned by Google), Friendster of the Malaysian and other less popular social media platforms are already in the market being visited by their respective users. Some of these social media take in the form of social networks, some others take in the form of internet forums, social blogs, pictures and videos, etc. For individual user, social media may be entertaining or the user have fun simply by interacting with his friends or groupies or listen to a...
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...years, advertising survived the new media onslaught unscathed. So in my opinion, new media is actually a new opportunity for advertising instead of being a threat. 2.First of all, what is advertising? Advertising is any form of known communication that uses media or any other platforms that can encourage or persuade the audience to achieve the marketer’s goal in the most cost efficient manner. 3.The first stage of advertising is print. Daniel Starch, an American marketing researcher suggested,"The simplest definition of advertising is that advertising is selling in print." The reference to “print”, of course, reflected to the media of the time. Examples of print media are newspapers, magazines, posters, etc. 4.Then the emergence of broadcast in the form of radio and television pushes the advertising into the second stage. They enable advertisers to more effectively reach their target audience in new and innovative ways. It became a tremendous homogenizing cultural force, as majority of consumers would be reached efficiently. 5.Rust and Oliver stated that technology, again, is the key factor of driving down the signs of advertising. As the mass media could no longer deliver a mass audience. 6.However, I think technology has a positive impact on advertising instead of a negative one. In the past, advertisements could only be promoted through media like TV, radio, newspaper and magazines. The amounts of audience the traditional advertising could reach were limited...
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...Testing Paper There are many reliable sources that are readily available for researching topics, whether it is for personal or professional use. Two of these sources are known as the Internet and the Yellow Pages. Based upon the test performed, to determine if the Yellow Pages will become obsolete in the near future, the following information was found based on the hypothesis and test results that have been recorded in the passage. There are many people who would prefer the use of the Internet to the Yellow Pages because of the convenience and not having to flip through pages to find what you are looking for. The Yellow Pages have become a thing of the past and is quickly being replaced by new research methods individuals can access via the Internet. In the past twenty years the Internet has continued to grow into what we know today. In 1993 the first primitive search engine was released (Seymour, Frantsvog, & Kumar, 2011). Google became the prominent search engine around 2000 by using an algorithm to rank web pages; the desirable pages would be linked more than others based on importance (Seymour, Frantsvog, & Kumar, 2011). With the growth of the Internet and the rise of technology, there has been an increase in the number of businesses that use the Internet for marketing (Salehi, Mirzaei, Aghaei, &Abyari, 2012). Businesses use the Internet to increase their business and people have easy access to the Internet, which makes it convenient for shoppers online (Salehi, et...
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...Project: An Integrated Marketing Communications (IMC) Campaign Plan The Course Comprises 4 Deliverables: Week 1: Topic Proposal Form Week 4: Course Project Outline Week 7: Final Report Week 8: PowerPoint Presentation The 4 Key Objectives of this Project: 1. Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis 2. Application of marketing concepts associated with the marketing mix, branding and communications 3. Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?) 4. Presentation of your work in clear, compelling and relevant documents The Course Project The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN...
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...Strategy recommendation for how KFC should incorporate the reality of the Internet and social media into its business plan Yum! Brands is a global company that operates in 41 different countries and territories with approximately 41,000 restaurants. The company was formed in 1997 as a spin-off of PepsiCo and has become a leader in international retail development, opening an average of five restaurants per day outside the U.S. Yum! Currently owns 3 different concepts: KFC, Taco Bell and Pizza Hut. Colonel Harland Sanders is the founder of Kentucky Fried Chicken and is proven to be a great American success story. He began frying chicken in the early 1930’s at a travelers’ service station in Corbin, KY and after perfecting his 11 herbs and spices and frying technique that is still used today, the Colonel began franchising in 1955. 10 years later there were over 600 restaurants in the U.S. and Canada. The Benefits of using social media and the internet The benefits in using social media and the internet for any business is to increase exposure, gain traffic and connect with people. A business needs to create strategies that link the customer experience with the technologies and systems required to deliver the right content at the right time. (Hisaka, 2012, para. 1) KFC has to stay relevant to its customers and followers because it’s a brand that everyone knows and has been around since the 1950’s. Interacting with customers and asking for their opinion allows...
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