...our complex urban society For exams you don’t need to know date but you need centuries/periods etc. Preliterate period (3000-400 BC) Pre writing and reading period – advertising will be very different than is does now Literacy levels were low, people couldn’t read and write – so communicated with symbols 1200 BC: painted on carved messages on rocks and stones leading down paths to harbor (ship was coming in, stuff available to obtain) Fijians o Came up with the alphabet as a consistent form o Centered around biblical ideologies o When societies became literate – usually taught religious stuff only select people were taught literacy (high up people, nobility) (school comes from the word leisure, only rich people had leisure time – thought it was a foolish endeavor to teach poor because they were not smart enough) th 6 century BC: town criers most common form of advertising throughout history is oral advertising or the town crier (bellmen) o What they do is go around and be very loud voices, men always, ringing bell, delivering some kind of message, dressed in a certain way so attention was drawn to them – established their position in society, sometimes carry sign board with a message people could understand Advantages of town crier He can go where the people were – get the message across to a lot of people Persuasive voice with dynamic personality Disadvantages of town crier Expensive – you have to hire this guy He might be grouchy ...
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...Canada to buy coffee beans he felt made a good cup. The three decided they would start their own company using the coffee beans they preferred, dark roasted arabica. The name Starbucks came from the name of the first mate in the book Moby Dick, Starbuck. Bowker, while working for an ad agency, came across a town called Starbo on an old mining map of the area around Mount Rainer. This made him think of Starbuck from Moby Dick. The three friends agreed on the name and pluralized it (Bussing-Burks, 2009). The original business plan for the store was to sell gourmet coffee beans. All three owners learned how to roast coffee beans from an expert in California, Alfred Peet. Initially they purchased their beans from him. When demand became more than Peet could handle Starbucks began roasted their own beans. They purchase a used coffee bean roaster and started making their own blends. In the 1980’s Howard Schultz, the current CEO, came on board and eventually bought the company. Starbucks provides consumers with high quality coffee made from only the finest Arabica beans. They stand by this promise. During the Brazilian frost in 1994 the Arabica crop was damaged and prices increased. It would have been profitable for Starbucks to purchase some of the cheaper robusta beans and make a blend of the two; but the owners determined it would be better to stand by their claim. Even though many of their customers would not notice, they felt...
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...and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams are made of...
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...#4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding at a Glance By Greg Stine President of Polaris, Inc. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique. Effective branding creates a perception that there is no other product, service, organization or community quite like yours. Whether the distinction is a result of function, form, ease of use, price or prestige, the consumer believes you offer something exceptional. For example, factors affecting the brand of an organization can be both tangible and intangible, including office décor, personnel attire, organization philosophy, product/service quality, design of...
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...business, business owners need to know are the marketing knowledge, understanding of the consumer and how to persuade consumers to use your product. to achieve high performance in business, we need to understand and know what is the marketing environment, it includes the environment macro and micro environment. In addition, consumer behavior is an extremely important factor in sales for each company, the choice of the customer will determine your company's products. to occupy high positions in the number who consume the products of the company, we should learn more about the goals and business strategy in order to gain the advantage, as well as to capture the market and understand customer behavior. Those are important factors in the business environment. For the Heineken beer company, all of the above concepts are to be demonstrated and put out clear strategies for the marketing of products on the environment. Task 2.1 *Micro environment is the environment includes factors that exist with the company and those affecting the ability to serve clients of that business and is a combination of craft and the scientific method to improve the company looking good products and the direct relationship of the company, then produced and provided about the possibility of serving the company. Micro environment consists of six steps. +Company is where you work, manufacturing and especially the problems related to marketing management. The senior management of the business is the people...
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...Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising system has made advertising both targeted (by keyword or geographically) and inexpensive (ad buyers can preset daily spending limits). This has revolutionized advertising and enabled millions of new small advertisers to afford their own customized advertising plan along with traditional big advertisers. Google also notes that “we will do our best to provide the most relevant and useful...
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...to drink at home and spend less money in pubs. Due to this changes, JDW sales and profit growth have also slowed down and the number of new openings was lower than the previous year. Political and legal: Monopolies and Mergers Commissions had been limited the number of pubs which a brewer could operates. It was one of the reasons for JDW's successful expansion because they entered into the market as a retailer without any connection with brewery. The traditional link between the brewing companies and pubs known as the "tied house" system has been broken by a ruling. Part B (SWOT analysis) Strength JDW pubs are based on his model for a pub on a 1946 essay by George Orwell offering cheap beer, good conversation and solid architecture. Many of JDW pubs are in high street locations in town and city centres. This always will bring more customer and sales will increase. JDW does not have any connection with brewery as the monopolies and mergers commissions ruled the "tied...
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...heritage of Over the Rhine. Rhinegeist wants to bring the tristate area together through enabling connections with their brew house. Through this, Rhinegeist will revive the community in Over the Rhine. However, they are still trying to attract customers from the northern Kentucky region. Enabling Connections 3 Summary of SWOT Analysis Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist six-pack is around $9.99. Rhinegeist is also an experience, as they also offer tour services in their brew house. Major competitors of Rhinegeist are: MadTree, Budweiser, and River town Lagerhouse. Being pert of an extremely saturated market, Rhinegeist must to communicate the value of their crab beers compared to others. By attracting millennials from NKY, developing their products...
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...publisher. Please direct inquiries to: Ig Publishing 178 Clinton Avenue Brooklyn, NY 11205 www.igpub.com Library of Congress Cataloging-in-Publication Data Packard, Vance Oakley, 1914The hidden persuaders / Vance Packard ; [new] introduction by Mark Crispin Miller. p. cm. Originally published in 1957 by McKay and reissued in 1980 by Pocket Books with a new afterword. ISBN-13: 978-0-9788431-0-6 ISBN-10: 0-9788431-0-X 1. Advertising--Psychological aspects. 2. Consumers--Psychology. 3. Advertising, Political. 4. Propaganda. 5. Control (Psychology) I. Title. HF5822.P3 2007 659.101'9--dc22 2007027043 To Virginia CONTENTS Introduction by Mark Crispin Miller 1. The Depth Approach PERSUADING US AS CONSUMERS Z. The Trouble With People 3. So Ad Men become Depth Men 4. ....And The Hooks Are Lowered 5. Self-Images for Everybody 6. RX for Our Secret Distresses 1. Marketing Eight Hidden Needs 8. The Built-In Sexual Overtone 9. Back to the Breast, and Beyond 10. Babes In Consumerland 11. Class and Caste in the Salesroom 12. Selling Symbols to Upward Strivers 13. Cures for Our Hidden Aversions 14. Coping with Our Pesky Inner Ear 15. The Psycho-Seduction of Children 16. New Frontiers for Recruiting Customers PERSUADING US AS CITIZENS 17. Politics and the Image Builders 18. Molding "Team Players" for Free Enterprise 19. The Engineered Yes 20. Care And Feeding Of Positive Thinkers 21. The Packaged Soul? IN RETROSPECT...
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...$354.2B in sales. Of this market, approximately 60% of sales come from alcoholic beverages, with beer making up 49% of this and the remainder going to liquor (37%), and wine (15%). Despite the strong market share for beer in the U.S., sales are sliding. Since 1999, the market share for beer has decreased from 56% to below 50%. Wine sales have been flat, so consumers are beginning to switch from drinking beer to drinking liquor. There appears to be a general shift in preference among consumers to prefer other types of alcoholic beverages to beer. In addition to losing sales to a different beverage option, Budweiser is losing market share in the U.S. beer market. At its peak in 1988, Budweiser sold 50 million barrels. In 2013, consumption was down to 16 million barrels and market share had decreased from 14.4% to 7.6% in ten years. Part of this is due to cannibalization of sales from other Budweiser products, such as Bud Light. This shows a macro change in consumer preferences, favoring options with fewer calories to help combat weight-gain. Another big reason for the decrease in sales is due to consumers switching to the craft beer market. In 2015 sales for craft breweries were estimated at 24.5 million barrels (a 13% increase since 2014) and dollar-sales were just over $22 billion (a 16% increase from 2014). These sales have given the craft brewery industry a 21% share of the beer market. This increase in sales is not coming from a single competitor. There are 4,269 breweries...
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...1 March 30, 2003 To the reader: You are enrolled in a principles of marketing course. This publication is intended to supplement your lecture materials. As you read through the text, note that it is keyed to illustrations used in class. The course is divided into three sections. Section one covers introduction to marketing, consumer behavior, industrial buyer behavior, the marketing environment, where marketing fits into the organization, market segmentation, and product differentiation. Section two covers product and pricing. Section three covers promotion (sales) and distribution. As you read the book, consider that it is organized as follows: marketing and its environment (consumer behavior, industrial buyer behavior, marketing environment), product, pricing, promotion, and distribution. So, coverage begins with introductory concepts and proceeds into the marketing mix elements (product, price, promotion and place). You may wonder whether this book covers all aspects of marketing. No, it does not cover all aspects of marketing. You will find only basic concepts herein. If you seek specific, contemporary examples of marketing concepts, check out a traditional textbook from the library or purchase a recent edition from a used book store. Try the Perreault and McCarthy textbook (14th edition) or the Kotler and Armstrong textbook. Section I: Concepts of Marketing A. Who is a Marketer? Consider first that marketing is driven by people and their needs. It is people driven...
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...saving money, there are several ways for you to try them on your own. After all, it’s all about earning income. But there are some individuals or groups who are creative and innovative enough to find lucrative ways to earn extra cash online and offline. They’re just gathering up ideas, daring to take risks until those “out of the box” methods may work not just for them, but for others too. But sometimes, they’re crazy enough to use these lucrative ways to earn money. In other words, they’re actually quite fun to do it. Did you know that those people who are successful in life, are the ones who have crazy ideas in mind and taking action with it? Absolutely yes!...
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...file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html The 22 Immutable Laws of Marketing Al Ries and Jack Trout The 22 Immutable Laws of Marketing Violate Them at Your Own Risk Al Ries and Jack Trout Dedicated to the elimination of myths and misconceptions from the marketing process A DF Books NERDs Release THE 22 IMMUTABLE LAWS OF MARKETING. Copyright © 1993 by Al Ries and Jack Trout. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission Contents Introduction 1. The Law of Leadership 2. The Law of the Category 3. The Law of the Mind 4. The Law of Perception 5. The Law of Focus 6. The Law of Exclusivity 7. The Law of the Ladder 8. The Law of Duality 9. The Law of the Opposite 10. The Law of Division 11. The Law of Perspective 12. The Law of Line Extension 13. The Law of Sacrifice 14. The Law of Attributes file:///F|/Business/Marketing/22 Immutable Laws Of Marketing.html 15. The Law of Candor 16. The Law of Singularity 17. The Law of Unpredictability 18. The...
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...our group in the winter of 2014 on Wednesday, January 15 at Keller Graduate School of Management, Chicago Illinois. Whereas, the body of Berger, Mohammad & Williams, Inc. the "BMW Food Events, inc., Group"; with expert knowledge or training, especially in the fine arts of the culinary world and informed and discriminating event planner; hereby, created the annual The Chicago Hungry Fest: a tasting and contest event of each of Chicago’s top fast foods; herewith, we are established. (BMW,2014) Section 2.0- Situation Analysis What critical issues do you face? We can face natural conditions beyond our control such as server weather conditions, fires, and venue building damages. There can also be day to day issues such as not enough patrons to come out to the event which will result in poor participation within the vent itself. We can also have food vendor issues involving food contamination or not enough products to sell to our consumers. The vendors might have personal restaurant issues with “no shows”. Patron issues could be, but hopefully not, related to food poisoning or sicknesses. [ (Rozelle, 2009) ] What forces in the microenvironment need to be considered? Supply vs. Demand: the fact of possibly running out of food and having too many people or not having enough people to support the supply. We may come across problems with the hired workers for the event being no shows or call offs. Power issues with the building services could also come into play. The event...
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...Regan Redner MKTG 4900 Dr. Aubrey R. Fowler III 10 March 2016 As the world of advertising and promotions endures extensive changes in their industries, businesses and companies must keep up with the new trends on how and where customers want to obtain information and learn about those company’s brands. You see advertising everyday, whether it’s a banner inviting you to a local store opening or the company logo you noticed engraved on a pen you borrowed. You may not even notice when you see it, but advertising serves so many different purposes it’s just about everywhere. Marketers started grasping the concept of integrated marketing communication (IMC) in 1990, it’s defined as the process of using a wide range of promotional tools working together to create widespread brand exposure. With IMC becoming the next best thing in effective marketing communication, many traditional forms of advertising and promotions; for instances print ads, are losing their stance to the newer media trends. Because of this, it allows marketers to see the positive effectiveness of promotional products and the opportunities the products will bring to their companies. The decision makers of marketing and promotions with in a business often face the issue of determining how to wisely spend their promotional dollars. Research by Promotional Products Association International (PPAI) states, “Promotional products enhance impressions about both the brand and product, and also contribute to consumer intent...
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