Impulse buying on the web for services as well as products should also not be discounted! The web will allow customers to reach the salon 24/7 and to see what products we offer, and what must-have colors, styles, and treatments will be offered in the future.
At present, the salon already advertises on other websites and emails coupons and special offers to customers. An effective website will enable the salon to reach out to new consumers if it has a striking virtual design, and makes use of critical search terms to generate new 'hits.' While generating the initial plan for the site, I intend to conduct practical market research by talking to current salon customers to see what they would like on such a site and how it could enhance their salon experience. Then, after establishing our current market segment demographic, and perhaps finding a new market segment 'target,' the…… [Read More]
1. Provide a brief name/title for the commercial.
Heart-healthy Cheerios advertisement
2. Provide the hyperlink to the commercial.
3. Briefly describe the positioning statement.
Cheerios are loved by all families
4. Identify the target market.
The advertisement depicts an interracial couple (which made it controversial when it was first released) but the text of the advertisement simply emphasizes that Cheerios are heart-healthy in a “cute” way.
5. How does the advertising design and message strategy appeal to the target market?
The advertisement subtly communicates that Cheerios are suitable for families of all kinds, while also emphasizing its healthy yet kid-friendly appeal.
6. The commercial’s design applies to which step in the hierarchy of effects model? Briefly explain.
The commercial does not take a “hard selling” approach and appeals to the “liking” stage of the hierarchy of effects model, in other words it focuses on communicating warm feelings…… [Read More]
I believe that online marketing is an effective tool in 2014. There are several reasons for this. The first is that as a marketer you have to go where the eyeballs are. Exposure is important, and people today spent hours every day on their computers, tablets and smartphones. There are ample advertising and promotion opportunities with these media, so there no excuse for having a presence online. The reach is incredible, too much to pass up.
The second reason is that online marketing is data-driven. This means that it is easier to hit target markets than older forms of media. Even niche products can gain exposure to their target market. Remember that all advertising has a target market, but you pay for a certain level of exposure. This means that there is always some spillover, where your advertising is reaching an audience that is not part of the…… [Read More]
They worked with the FTC to define the following four Fair Information Practices, rules designed to prevent companies from abusing the information they receive through online profiling (Computer law tip of the week, 2000):
Rule 1 (Notice): A company must notify customers that it uses online profiling to track their online habits. If it collects personally identifiable information about customers, such as their names, addresses or telephone numbers, the company's website must clearly and unambiguously notify them of this fact before the company collects this information.
Rule 2 (Choice): Depending on the type of information a company collects, there must be opt-in and opt-out options. Opt-in, or obtaining the customer's permission, is required to link personally identifiable information that a company has about a customer such as name, address or telephone number with data acquired about Web surfing habits. Opt-out means that the customers have to be given the chance…… [Read More]
Many people who choose to eat at upscale restaurants consider themselves gourmets who enjoy showing off their knowledge of fine food by ordering dishes using correct French pronunciation or by knowing the difference between flambe and flame-broiled. To have the meal pre-ordered takes away the excitement of interacting with fellow foodies or people who enjoy such dining experiences. In addition, no online reservation service can routinely offer diners with table selection or other fastidious details that a live hostess or waiter can.
However, this service could appeal to event planners and people who are responsible for organizing and arranging meals for large amounts of people. By allowing people to order online, conference and other large event planners may be able to provide more flexibility in the menu offerings and hasten the ordering process by having drink, appetizer, entree and dessert choices in hand instead of having to collect even pre-ordered…… [Read More]
(Snyder & Deono quoted in Kjeldal 2003, Introduction section, ¶ 6).
The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system.
2. Decision Making Process Theories
Dr. onnie Halpern-Felsher (2009), an Associate Professor at theUniversity of California, San Francisco, identifies a number decision-making criteria in her report, "Adolescent decision making: an overview." According to Halpern-Felsher, determinations of definitions for a competent decision, the process of how the decision was made, differ dramatically. The actual behavior or outcome, albeit, does not determine competent decision making, however, during the normative model of decision-making process, one does consider the consequences to not choosing a particular behavior or a specific event.
Normative models of decision making,…… [Read More]
Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last but not least marketing plan which helps to identify when to market, how to market and who are the target audience for the product (Luther, 2011).
Marketing plan must cover the below 12 areas to form an effective marketing plan to increase sales (Wong, 2010).
Marketing plan must have the executive summary
Introduction about the marketing plan and the product
Analysis of the market situation for the product.
Analysis of the target customers
Analysis of the competition for the product…… [Read More]
Online Video Business Model and its Impact on Communications
What is Online Video?
Online video is more commonly referred to as "streaming video" which is "video that plays over the Internet without downloading to the end user's computer. hink television and radio for your computer. Streaming is different from downloading in that playback starts immediately with just a mouse click for the viewer, and the large file is not saved to the viewer's computer. his provides a high level of security for original content.
Another description of streaming videos is as follows:
Streaming" videos are digitally encoded video files that are delivered via the Internet, to be opened and viewed on an end user's computer screen. With one mouse click, a screen appears, and a (often large) video file opens, which the user can watch via a software program, such as Real Player or Media Player, available for free via…… [Read More]
Black, G.S. (2005). Is eBay for everyone? An assessment of consumer demographics. SAM
Advanced Management Journal, 70(1), 50-51. Accessed from Questia.com at http://
Calvert, S.L. (2008). Children as consumers: Advertising and marketing. The Future of Children, 18(1), 205-206. Accessed from Questia.com at http://www.questia.com / read/5027351357?title=Children%20as%20Consumers%3a%20Advertising%20and%20
Hagel, J. & Armstrong, a.G. (1999). Expanding markets through virtual communities. The McKinsey Quarterly, 1, 140-141. Accessed from Questia.com at http://www.questia.com / read/5000569332?title=Net%20Gain%3a%20Expanding%20Markets%20through%20Vir
Parrish, D.A. (1999, August). Technology for business: Set up shop on the Web. Black
Enterprise, 29(1), 36-37. Accessed from Questia.com at http://www.questia.com / read/5001354938?title=Technology%20for%20Business%3a%20Set%20Up%20Shop%2
Top 10 tips. (2009). eBay.com. [Online]. Available: http://pages.ebay.com/sell/top10tips.html.… [Read More]
There is an emerging set of new technologies for online marketing collectively called Web 2.0 marketing techniques and are profiled in Appendix a of this memo. These technologies allow for a much more interactive communication with customers, and while the Lockheed Martin customer base is quite conservative, the use of web services that combine multiple areas of interest to them (called Mashups in Web 2.0 vernacular) that bring insights into the company's product lines would be of significant value to both customers and prospects. In addition, the use of Real Simple Syndication (RSS) for publishing news from the company would also be very valuable for supporting online marketing strategies. The online marketing strategy also needs to include extensive use Google AdWords which can significantly increase the company's performance in that search engines' performance. Columbus (2006) specifically defines the strategies necessary for ensuring Google AdWords is a highly effective online strategy.…… [Read More]
Advertising has a significant role in this age of consumerism. Effective advertisement is crucial for the success of the business in this increasingly competitive world. We are witnessing a new genre in advertising and advertisements have evolved from being simple explanation of products to detailed graphical representations that depict all the fine and varied features of the products in a visually appealing manner. Today we are looking at advertisement as an art in itself, which reveals the hidden details of the products in an attractive manner that catches the attention of the consumer. Advancements in Computer graphics technology has taken advertising to a new heights with three-dimensional projection of products. Let us analyze how companies use graphics in advertisement as an important marketing strategy.
Graphics in Explanation of product features
As we know the purpose of advertising is to increase the awareness of the products among the consumers and to…… [Read More]
Another advantage of online marketing is that smaller merchants have a platform from which to sell their goods via online affiliate relationships. In terms of human contact, the only missing element is physically seeing and shaking hands with merchants and customers. This element however does not necessarily constitute a better or even more personal relationship.
The reason for this is that the online environment often inspires a more open relationships in terms of mutual appreciation between customer and merchant. The physical barrier that might intimidate a customer to not express his or appreciation for good service is removed by the online paradigm. Indeed, e-mail is often quicker, simpler, and often cheaper than a physical trip or phone call to a shop. In many cases, therefore, I would say that personal relationships flourish to an even greater extent when cultivated online than in reality.… [Read More]
Theatrical claims and manifestations do well when selling a manufactured good or service, as long as they continue to credible (Lights, Camera, Action: Creating Effective TV Commercials, n.d.).
The main idea of both of these advertising mediums is to grab the attention of prospective consumers and create a connection between the customer and the product that is being sold. Radio spots are generally short and do not allow for a lot of time to get the message across. TV spots on the other hand are usually a little longer in nature. TV has one advantage over Radio in that it can use images to try and help make the connection and help consumers to remember the product. Radio on the other hand has to rely solely on words and thus must make them very memorable.
Both of these are a bit different from internet advertising in the fact that there…… [Read More]
The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Men's Health magazine is less subtle - all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweiser's ad "Lager Lessons" plays exploits a number of male insecurities, from the perceived fear of commitment to the fact that all of the men are attractive. The message that the advertising industry sends men is clear - you are not good enough and our product will fix that. There is no discernible difference between these messages and the ones that are sent to women by the advertising industry.
McLead, Eric Tyrone. (2003). Selling Out: Consumer Culture and Commodification of the Male Body. Post Road…… [Read More]
Government's ole in Advertising egulation
History of attitudes towards advertising
Taste and decency
The advertising is a major contributor and visual segment of the complete marketing strategy of a business. It is also noted as one of the image carrier for an organization. The businesses seek support of advertising agenciesdealing in print and electronic media to establish an advertising campaign along with the design of such activities to further their marketing objectives (Shimp, 2013). There are various environmental factors as well as regulations that should be followed by the advertising agencies. The governments also take part in evaluation of the content printed in advertisements. The role of government in regulating the advertising material and assessment of the content is discussed below. It is required that the governments lower their involvement in such activities and empower the self-regulation of advertisement content through agencies, associations. And…… [Read More]
Online Social Networks for Older Adults
The online social networks have become the fastest tools to share information. Presently, increasing number of people have resorted using online social networks. Most especially, some older people have also settled down with online social networks to broaden their knowledge. The objective of this study is to explore the online social networks for older adults. The study reviews two different research articles that focus on the online social networking for the older adults. The first article discusses the different between the online social networking platform between the UK and Cyprus. While the second article discusses the policy to assist older people having an increased access to online networking.
Online Social Networks for Older Adults
Michailidou, Parmaxi, & Zaphiris, (2014) investigates the cultural effects of online social networking for older people. The authors argue the use of computer has increased among older adults because this…… [Read More]
Advertising bCreative is an online creative boutique that offers manufacturers and advertisers original designs and concepts, which can be licensed onto virtually any type of consumer product, merchandise or promotional medium (bCreative, Inc.). Since bCreative's concepts and designs are used to appeal to the consumer of the products and services of various manufacturers and advertisers, it can be said that the focus of the company's work is the end consumer. Indeed, this is evident by the fact that the firm's top selling licensed concepts and designs have been used in stationery products such as posters, calendars, and greeting cards; apparel items that include T-shirts and caps; gift products such as mugs, books, and puzzles; and novelty items ranging from key rings to magnets and bumper stickers.
The scope and size of BCreative's business is potentially huge for several reasons. One, the firm has chosen to specialize in the creation of…… [Read More]
, 2001). Based on the proliferation of the Internet and the near-ubiquity of personal computers in many affluent homes, these rates can reasonably be expected to have increased even further in subsequent years.
In fact, it would appear that the more people of both sexes are using the Internet for these purposes, the more ways they are finding to do so. In this regard, Green and her associates point out that, "The fact that one can access sexually related materials and interact with others anonymously on the Internet has opened the doors even wider. Using anonymous screen names, individuals can explore and express their sexual interests with little fear that friends, coworkers, or even spouses will discover their activities" (2001, p. 303). Furthermore, the individuals who participate in these encounters can do so with other anonymous individuals without the risks typically associated with face-to-face relationships; if an anonymous online relationship…… [Read More]
Advertising and public relations serve to communicate ideas and convince the audience of something. Politicians are among the most prolific advertising spenders during election campaigns and can have enormous public relations machines. This is especially true of Presidential candidates, who must first run for their party's nomination and then must run for President. We know that Hillary Clinton went from frontrunner to loser in the race for the Democratic Presidential nomination in 2008. There are lessons to be learned about the different factors that contribute to selling an idea, in this case Clinton as President, to different audiences. This case study will evaluate Clinton's campaign leading up to the Democratic primary using the OSTE model. The OSTE model focuses on research, objectives, strategies, tactics and evaluation.
The Hillary Clinton campaign at the time of the case was a large organization. It featured both extensive advertising and public relations, backed…… [Read More]
So, advertising is not just bad because it lures us into eating unhealthy diets, the diets to lose some of the weight we gain are just as bad. Why? ecause they teach fast weight loss -- lose 10 pounds in two weeks. Is that possible? Yes, but it's usually "water" weight -- that weight that is most quickly put back on when we go back to a normal diet. ut just as the ads and promos don't tell us about all the calories in those RTE cereals and fast foods, when they push the fad diets, they don't mention that "water" weight problem.
And, sure enough, that's why people on fad diets eventually get frustrated. They lose ten pounds in a couple or three weeks, go back to their regular diet, and gain it right back. Eventually, the frustration level reaches a point that they give up and go have…… [Read More]
Online AntiTrust Issues
Antitrust law is a United States legal code that helps to maintain market competition by regulating anti-competition actions by organizations. The Sherman Act of 1890 was one of the first attempts to restrict large companies who fixed price, output and then manipulated demand to maximize their products. Standard Oil was one of the prime early examples of a company that controlled markets to the point that the government felt was detrimental to the entry of other competitors (Bork, 1993). In our current example, companies like Facebook and Google are being investigated, similar to Microsoft and AT&T, for controlling the Internet search process and/or network effects. This does not stop with Facebook and Google, but moves into many of the giant e-tailers (Amazon, EBay, etc.) that often use predatory or collusive practices to force customers into either advertising on their site, pricing to their scale, or in the…… [Read More]
Advertising is known to utilize various strategies in order to create an impact to the audience in selling a particular product, service, or even an idea or program. With the popularity and prevalence of quantitative research in the 20th century, it has become common among advertising agencies, whatever the medium, to utilize statistics in their ads in order to convince readers/consumers to patronize their product. However, this practice has been abused by advertisers who wanted to persuade and convince readers/consumers through the advertisement. Thus, statistics have been used to create the impression that the ad's claim is validated through research, which are not always the case and the truth.
Misinterpretation or generalization through statistics has resulted to misleading claims and arguments that confuse, instead of informing, the audience. Take as an example the print ad released by the organization Asian Pals of the Planet in the August 23, 2004 issue…… [Read More]
The Paradox of Your Online eputation
The use of social networks as a means to screen potential employees, in addition to monitoring existing employee's lifestyles, has emerged as a common practice in many companies globally today. The fact that advertisers spend $6B advertising on social networks this year, up 72% from 2010 shows the future of these networks, they are meant for selling profile information to the highest bidder (Hof, 2011). The three aspects of the ethicacy of social network use, from screening candidates, to monitoring employees and finally the legality of using them for sales prospecting by other industries including insurance and lawyers are discussed here.
Evaluating Job Candidates on Social Networks
The privacy settings on Facebook have been the subject of many studies and debates in legal, marketing and social sciences with Facebook stating that once the data is on their platform it is considered public…… [Read More]
Online Transaction Empowered by E-Currency Exchange without credit card
The growth of the internet on a public scale, since its arrival in the eighties has allowed businesses to expand internationally. User interactions are no longer restricted to the local level. Easy to use web interfaces allow voice, message and video-based conversations. Entrepreneurship is much easier than before as individuals can place their product catalogues on websites without much set up costs. Country specific currencies (such as the American dollar, Euro, upee etc.) tend to cause problems if users need to purchase something unavailable in their location. This led to the concept of 'E-Currency' which is geared towards online transactions as it removes usage limitations based on country or nationality. The popularity of this industry grew as a way of handling the restrictions imposed on global businesses. Privacy is a major concern in this regard since there are multiple web-based transactions…… [Read More]
..hile older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel, et.al, 2004)
The Lego ads, when seen by younger children who "do not understand persuasive intent in advertising," might feel as if the balance of the world really does hang in their hands -- and an older child might be confused by the overlapping techniques of advertising, which blur the lines between advertising with a persuasive ulterior motive to encourage consumption, and entertainment in the form of cartoons. This confusion might be another reason for the greater efficacy of movie and product tie-ins with children's advertising."(Briesch, Bridges, & Kim, 2004) This fact is seconded by…… [Read More]
Despite this array of potential benefits I also came across numerous obstacles including risk issues that encompass security and privacy concerns. With this in mind when starting my own business I'll will focus to prevent and take every precaution possible to overcome and therefore give myself advantage over the competition.
Potential customers how many have you talked to?
While attending seminars, talking to friends and meeting new people during my research I spoke to at least 30 people.
A what did you ask them?
Did you shop online? How many times? What was your experience? Were you satisfied with the transaction? Were you satisfied with the product? Why do you shop online? What products do you buy online? What website do you use when shopping online?
A what did you find out?
According to my findings, although online shopping is already a multi-billion dollar industry, electronic commerce is still in…… [Read More]
Companies are already facing a new fear of attrition.
A espite claiming to be engaged and content in their current position, a new survey of over 1,000 UK employees has found that many are always on the look out for the next opportunity and a company that can offer them a more interesting job. The survey, by staffing company Adecco, found that despite the fact that eight out of 10 believe they will be in the same job in 12 months from now, four out of 10 have nevertheless applied for a job or registered with a recruitment agency in the past year?( nline (recruitment creates? 2006).
Implementation of e-recruitment process
Not only for implementing this particular system but to implement or introduce any sort of new process in an organization involves risk. So, it is necessary and better to consider all the consequences and benefits associated with it. Following…… [Read More]
Advertising forms a critical part for the operation of any business. The business owners rely on advertising in order to get in touch with their customers. This brings the need for an efficient way of reaching the potential customers with information about the products. Consequently, many of the business owners have turned to the internet as media for advertising with the main aim of reaching their potential customers faster than before. The adoption of online advertising (internet use) has triggered a hot debate on whether the internet has changed the image of advertising in the market. Some people argue that the internet has benefited advertising while others have their own views about the internet limiting advertisement. Some of the services offered by the internet include e-mail advertising, display advertising, affiliate advertising, behavioral marketing and semantic advertising. This article supports the view that the internet has benefited users in…… [Read More]
marketing, online apparel company focused young adults. The online apparel store a unique product like customize shirts, hats, foodies logos company customer create. The key areas marketing product, pricing strategies, place, customer relationships, promotion, technology
Key areas of marketing: Online apparel
Advertising and promotion strategy
Online advertising has the advantage of being extremely easy to segment. In this case, the company merchandise is specifically targeted towards the consumer demographic of young adults. The company can choose to advertise on popular websites amongst that age demographic, versus disseminating more general, generic advertisements on websites without such a specific readership. Using Google ads or Facebook advertisements that specifically target Internet users that have a search profile that suggests they are interested in youth-oriented clothing is yet another economical yet effective way to meet company sales projections by reaching its target audience.
Another effective advertisement can be the creation of online videos specifically…… [Read More]
Massive Multiplayer Online Game
Some people believe that videos games are pointless activities, and only teenagers waste their time playing these games. These people will be surprised to know that the average of video game players is somewhere around 26 years. In fact, teenagers account to only 25% of the video games players. According to the demographic statistics of the players of these games, 50% of them are full time employees. Around 36% of them are married; meanwhile 22% of them have children (Flew and Humphreys, 2005). Therefore, it will not be wrong to say that the demographic of video games' players is quite diverse. From high school students, to early professionals to retirees and middle-aged home makers, people are quite fond of playing these games. If stated in other words, it can be said that video games are not appealing to the youth subculture, but people from every…… [Read More]
Effects of social advertising on the American society
Having seen that the society at large is highly dependent on the social media, and it is on these social networks that the social advertising has turned to, it is necessary to look at the extent to which the society today has been affected by the medium of transmission and the content of the social advertising.
The underlying fact about the social advertising is that they want to make a positive impact on the society in general, it is the drive to see a better society that makes the foundation and core business of the organizations involved in social advertisements.
It has been seen that the same techniques used in promoting profitable goods and services can as well be used for information purpose, educate and motivational aspect to the public about the non-profitable issues like HIV / AIDS, the energy conservation, politics…… [Read More]
The second article concerns another aspect of click fraud - the people who perpetrate it. One example is a man who attempted to blackmail online giant Google because he had developed a software program that could supposedly bilk them out of millions of dollars with fraudulent clicks on their GoogleAds Web sites. The author of this article notes, "Click fraud is perpetrated in both automated and human ways. The most common method is the use of online robots, or 'bots,' programmed to click on advertisers' links that are displayed on Web sites or listed in search queries" (Olsen 2004). The author notes that several of the largest Web sites, like Google and Yahoo, employ teams of "fraud squads" who actively look for illegal advertising activity such as click fraud, in an attempt to deal with the problem. However, since so many of the fraudulent activities are based in foreign countries,…… [Read More]
Integrated direct marketing -- a strategy that incorporates several different media or messaging channels around a common message, much like Disney's use of this technique to promote their movies and DVDs in conjunction with their amusement parks and stores.
Internet (the Net) -- a global network of system connections running on the TCP/IP protocol that has millions of websites that when taken together form the Internet.
Marketing Web site -- a website dedicated to accomplishing goals of initiating and sustaining interest in a company, the marketing web site often lists the unique value proposition of a company, its key customers wins, and future direction.
Online advertising -- a highly effective form of advertising that concentrates on making advertising messages salient and relevant to prospects.
Online marketing -- the use of the Internet and its many applications on social networks to market new products and services globally.
Telemarketing- a marketing and…… [Read More]
The Internet Marketing Index will be used to measure the perceived importance of Internet advertising. Perceived importance of television and print advertising will also be tabulated. Response variables are to include age, profession and personal use of social media to determine the degree to which these variables influence the likelihood of the respondents to deploy social marketing.
Through this research I hope to shed light upon how SME's use Internet advertising in the 'real world' and the degree to which the Internet has really penetrated advertising in local communities for businesses without the resources to expend large amounts of money on online marketing, outside of the immediate local sphere. The degree to which personal variables such as age and personal comfort levels affect the use of Internet advertising will also be determined. Choosing advertising formats can be a subjective, personal experience and the data will shed light upon this question.…… [Read More]
During 2006, according to the accountants P. wC, global newspaper advertising revenues increased 4%. They increased by 15.6% during r the past five years. "Hidden within those figures is the fact that newspapers - the 2nd largest advertising medium after TV - are actually larger than the combined advertising value of radio, cinema, magazines and the Internet"
. By 2010, according to P. wC predictions, the global advertising market will increase by 6.2% to $525bn ([pound]265bn), a growth of $111bn ([pound]56bn). Newspapers are projected to capture 18.2%, second only to TV and the internet. Print (newspapers and magazines) is expected to capture 27.4% of that growth, an amount greater than projected for and the internet. O'eilly also reports:
According to the UK research company TGI, newspaper readership has grown by 2.1 per cent over the past five years, with readership among 15- to 24-year-olds growing by 6.9 per cent and…… [Read More]
The managers will not act as apologists for staff failures, but will instead accept responsibility for the deviation. The manager will outline the situation as he or she understands it and the different steps that have been taken to remedy the situation. If a direct remedy is required for the customer, then the customer shall receive a direct remedy from the company.
hile such a policy may be costly to implement, the casual dining segment of the restaurant business is subject to intense competition. Any misstep on the part of the company is likely to result in a lost customer unless significant outreach is taken. Any customer who complains is somebody who wishes to do future business with us and is looking for a reason to justify that future business. e shall take that to heart and use their complaint as an opportunity to create a local customer who gives…… [Read More]
Discuss the various reasons marketers have been shifting their marketing dollars to sales promotion from media advertising. Discuss the pros and cons of this reallocation of marketers' advertising and promotion budgets.
Marketers are shifting their marketing budgets to support sales promotion from media advertising in an effort to get greater impact on brand recognition at the upper ends of their sales funnels, and more effectively influence lead generation in the lower areas of their sales funnels. Sales promotion is seen increasingly as having a more immediate impact on lead generation, lead fulfillment and the entire pipeline of sales activity. Media advertising on the other hand is not as easily tracked directly to sales activity and often is seen as "air cover" to drive up awareness of a given brand. Where media advertising is strategic and long-term in scope, in fact it has to be long-term to have an appreciable impact…… [Read More]
Gallup also uses a series of validation checks to ensure the data is accurate and representative of the total population. Their methodology is among the most thorough of companies completing polls today. As a result, it is common for all the major networks to quote from Gallup surveys and the presidential election coverage also relies on the analyses of their research to define who the winner will be of the election. Based on the reliability of their research, their brand as a research provider is among the most trusted.
3. Any significant business decision requires input from a research project. Write a brief essay either defending this statement or refuting it.
The essence of any effective business decision is the mitigation of risk and the optimizing of opportunity. The greater the amount of relevant information, often acquired through primary research strategies, the greater the risk reduction. Therefore, it is imperative…… [Read More]
University of Southern California- Annenberg Program in Online Communities
One of the obvious things about society today is an increased tendency to move online some of the activities that were not usually treated in that manner. The traditional form of communication, which implied the direct interaction between individuals or, at most, an interaction via the telephone or a printed material (letter, brochure) has now become almost obsolete. The online offers so many advantages, primarily including the speed of deliver and reception of the message and the diversity and potential outreach.
These changes in communication have also translated in new approaches in marketing and advertising. More and more, companies have become increasingly active on social platforms, not only with the goal to promote their products and services, but also to understand more about the consumers, about their needs, requirements and aspirations.
With this in mind, being prepared to function properly in…… [Read More]
perfect candidate for a non-technical human resources position at Westinghouse. I will graduate from obert Morris University in May 2014 with a B.S.B.A in Human esources and Marketing. I have studied courses in recruiting, retention, training, compensation and benefits, as well as courses related to marketing. I intend to begin my career as a Human esources generalist.
I have previous experience with Westinghouse, having written my final project in Organizational Communications on the company. For that project, I interviewed Camille Kovach, the Vice President of Human esources, Operations and Global Training & Development. I went away from that experience very impressed with Westinghouse as a business, and as a place to work. This application is a direct result of having seen what Westinghouse is and wanting to be a part of that.
An active OTC cadet, I have a lot more to offer than just a degree. I have been…… [Read More]
Consumers and the Co-Creation of Meaning in Online Settings: Practices and Implications for Online Business
To say that the Internet has changed the way in which business is conducted would be to grossly understate the transformation that has taken place in the last decade or so due to the spread of Internet technologies and the growth in online capabilities for both businesses and consumers. Price comparisons, shopping with companies around the world from the comfort of one's own home, and a host of other consumer activities that greatly increase consumer power and thus business competitiveness in almost any industry. On the business side of the equation, Internet capabilities enable faster communication between warehouses/suppliers and factories/retailers, meaning business processes that are leaner and more efficient are now possible, quality and consistency across networks are more controllable, and a variety of other processes can be enhanced in many ways. These new…… [Read More]
Strategic Approach to Marketing Communications
When undertaking any business activity, it is important to have a strategic plan. A strategic plan will offer a guideline on the way specific activity should be approached. It will enable the staff, management, and the stakeholders to assess the level of achievement in the organization. The results obtained will be compared with the projections estimated in the strategic plan. Marketing communication is an important aspect of any organization (Cheung & Thadani, 2012). It involves the language and presentation used when creating product awareness and encouraging customers to buy products and services offered in the organization. In any business, the customer is considered as the main stakeholder, as without them the business will not operate live alone succeeding. However, the language or method of communicating with the customer is valued. In most of the successful business organizations, they allocate more funds for training staff that…… [Read More]
advertising on male vs. female buying behavior. Many studies indicate that men and women shop and buy differently. Men tend to shop less and simply buy what they need, regardless of price, while women tend to shop more, comparing prices and quality. Gender definitely affects how you buy and what you buy, as studies consistently show.
Consumerism is rampant in America, even with the current recession. etailers have products Americans need and want, and they need to know how to market them successfully to make their businesses grow and prosper. They need to know that men and women have very different buying behaviors, and they need to know how to attract them effectively. As one study notes, "When it comes to shopping, women are from Nordstrom's and men are from Sears" ("Men Buy"). Women do a majority of the food and clothing shopping for families. Another Web site notes, "…… [Read More]
A fresh channel of distributing personal information has been opened up by the internet. It is now the fastest developing electronic means of communication the world has ever seen. For instance, in the U.S. after the widespread use of electricity nearly 46 years later only 30% of American homes had access to electricity and almost 38 years elapsed before 30% of households had telephones with only 17% enjoying television. For a period of only 7 years another 30% had internet connection and after 5 years of exponential growth there was rapid expansion of fresh internet connection. More than five million Americans joined the communication superhighway in the first quarter of the year 2000 which translates into about 55,000 fresh users daily (Selis, amasasty, Kim, & Smith, 2003).
The quick spread and development of the internet has both pros and cons. The technological growth that makes it possible to get…… [Read More]
For your information-Table of Contents provided at the end of the paper =Not a part of this paper- Extra information provided
eaders' response to online newspapers
The age of the internet has revolutionized the methods of communication and information exchange. A great deal has changed in the last decade with the information technology explosion. With more accessibility and economical port charges internet has made its presence felt in a number of avenues ranging from corporate desks to common households. This has enabled speedy communication procedures such as email, conferencing, instant messaging, web telephony, video conferencing and so on. Information that was hitherto difficult to access and obtain suddenly became available a click away. With increased usage and application of the internet and other virtual private networks (VPN), information was readily and easily available on the desktop. A user had little or practically no need to leave the confines…… [Read More]
online retailing operates, what kind of problems they face and the kind of environment they operate in. The author has also focused on Asian online retailing and special focus on Hong Kong online retailing. It has 22 sources.
Access of basic necessities of life has followed the conventional method of buying and selling. This pattern changed in the last decade with the emergence of information technology age. When consumers have the ability to access information instantly, technologists thought why not access to products has as well. Thus emerged the concept of retailing online.
Online market had initiated with selling of information but today one can interact on the internet and buy physical products without any fear, atleast in some parts of the world. The main concern for consumers today is not whether their regions have access to the internet or not but rather focused on how fast and how online…… [Read More]
The newspaper industry, picturesque for centuries, symbolized novelty marked by downright, clear-cut representation of information and news and painstakingly categorized. eaders got used to repose faith in some bylines and be aware of indications of prominence, like the blaring headline in the form of a banner. A good number of people think a computer screen can never take the place of a newspaper. Online newspapers are securing a position for themselves, particularly among the news hunters, the computer users, and the youths, who perceive the Internet as the practical medium for information and news. The online medium is befitting for the people who have treaded ahead of MTV, afar Entertainment Tonight and also further than wired journal. (The Online Newspaper: A Postmodern Medium)
With its predisposition to distort and combine media, the online newspaper is not as clear-cut as its print brethren, despite the fact that it has…… [Read More]
U.K. newspapers online, however, have likewise begun to offer web-only features like the New York Times hyperlinks to outside sites and columnist blogs, and perhaps most convincingly in support of the shift to an online format, increased web readership has lead to decreased print, paying readership and advertising in the U.K. As well as the United States.: "The hard figures show that ad expenditure is down from £2.25bn in 2000 to £1.93bn by the end of last year - a fall of 17%. Not quite up to U.S. standards of catastrophe, but a loss of ad share from 14.7% to 10.5%. The one big similarity between the Los Angeles Times and the British quality dailies is that both have millions of online readers but hardly any money earned as a result" (Snoddy 2008, p.18). The enhanced content and features found online and its greater affordability may mean that print newspapers…… [Read More]
Barbie doll top ten viral commercials as of 2013 rely mostly on You Tube, Dailymotion, Facebook and Twitter.
The third doll brand, subject to this study is Bratz. As evidenced from the four commercials assessed in the course of this study, Bratz deploys a slightly different mode of advertising, which involves marketing adult entertainment to kids. Social psychologists have argued that this strategy is very effective within the realm of modern-day material culture. Adult entertainment, which often involves depiction of violence, sex, strong language and obscenity, has become very popular among children
. For Bratz, one of the most popular commercials involves cowgirls in Texas fighting crime modelled along the risque film group Charlie's Angels. The use of guns to depict violence is central to this commercial, which has since increased the brand's digital reach through pervasive advertising on TV and in the internet. In a similar commercial, Bratz acquired…… [Read More]
Marketing Mix for Panera Bread Company
Advertising refers to any form of non-personal communication meant to persuade, inform, and remind customers to buy a product (Shapiro, 1984). Panera Bread Company has adopted the informative approach as a way of winning and retaining customers. In this strategy, the aim is to let the clients get to know the features of the products being offered. These features include the price, quantities sold, the quality as well as how the products are consumed. Some information to the effect of the ingredients used to bake the breads as well as how the bread needs to be consumed (Peter and Donnelly 2013).
The informative objective also involves teaching the clients about the hazards of overconsumption of the product. Panera Bread Company has warned the clients of over consumption of bread -being a processed food in its adverts. The action seeks to comply with the…… [Read More]
What follows in this essay is a narrative and summary of the online marketing strategy as it will be implemented for Namshi and their online e-commerce portal. Of course, e-commerce is the present as well as the future and thus Namshi will want to make sure to have an e-commerce portal that has all the right facets and parts, including the right marketing. The items that will be included in this broader plan include the strategies and tactics that will be used to achieve the desired objectives, customer service/loyalty avenues, timeline for the promotion strategies in question and what the future holds when it comes to all of the above and beyond.
In assessment, build work Assignment 2, taking a step develop e-Marketing Strategy. However, assignment, work individual produce individual report, building group work Assignment 1. The task assessment guidelines detailed .
In this assessment, you build on…… [Read More]
Anyone who uses his or her cellphone too quickly check a message while standing in line at the grocery store is likely to become aware of the intense hostility directed toward Internet technology. The Internet has been accused of making people rude and less civil in real life and in online life; of negatively influencing elections; even of artificially damaging the human brain by reducing the natural human attention span. Very few technologies admittedly have no negative effects. Even early industrialization had negative effects on the lives of people who wove by hand for a living. But while the Internet has clearly had some negative effects, this should not outweigh the positive impact it has had upon many lives, including connecting people who would otherwise not have any social outlet, and providing a window onto the world that intellectually curious people would not otherwise be able to see.
Sherry Turtle’s…… [Read More]
Online Consumer Behaviors
Consumer Perceptions of Online Shopping and how this Influences Purchasing Decisions
Exploring Online Consumer Behavior
Internet usage has increased rapidly in the past few decades. Accompanying this trend has been the increase in online retail shopping by consumers. However, many consumer behaviors, motivations, and attitudes toward shopping via this medium are still being researched and there are many opportunities for further research. This paper will examine the following research questions: (1) How do factors previously researched affect the online purchasing behavior of consumers and (2) what are the significant consumer behaviors both positive and negative that affect internet consumerism? The purpose of this research paper is to integrate the varied research information together and draw coherent linkages to how consumer thoughts, attitudes and motivational behavior affect online buying, thus building a broader framework of analysis in which to build upon. By identifying these relevant factors,…… [Read More]
Advertising and Its Effects
Advertising is the art of making a product known to the potential buyers. It entails the use of various means of media and any other means that can relay the message to the people out there. Through advertisements, the buyers can know more than just the availability of a product. Besides being made aware of the product, consumers can learn about the prices and the usability of the products being sold. Advertisement is a commercial activity, and media houses make most of the revenue from it (Batra, 2009). People and even companies pay to be covered by the platforms of these media in order to have a better way of convincing the public to purchase the goods and services. This paper discusses the various aspects of advertisement and its effects to all concerned stakeholders.
Forms of advertisements
The most commonly used forms of advertisements include both…… [Read More]
in-House vs. outsourced advertising
Outsourcing: Common usiness World and Organizational Experiences With Large Growth
The objective of this study is to examine outsourcing in the business world and organizational experiences with large growth and the use of outsourcing. Specifically this work will examine the decision of an organization on whether to use in-house advertising or whether to outsource its advertising.
The decision to conduct in-house or outsourcing advertising is greatly depending on the organization's staffing situation and the advertising and marketing needs. One reports states "Proper in-house advertising and marketing efforts depend largely on having a trained and enthusiastic staff or at least a designated and professional advertising and marketing director who will be responsible for coordinating all efforts and building the firm's image. If you yourself have experience or talent related to advertising and marketing, and know exactly what you need and are looking for in terms of the…… [Read More]
Culture and Advertising
The traditional meaning of culture refers to the way of life for a society or community. Culture comprises of beliefs, value, laws, ideas, and knowledge governing the living condition of individuals within the context of the society. In the contemporary world, this meaning of culture is losing its course. This is because of emergence of numerous components of culture in the modern world. These components include corporate culture, culture of journalism, and culture of poverty to mention a few. This trend shifts the definition of culture to describe the emotional context or setting and organizational character in relation to the word bearing the term culture. For instance, corporate culture describes the atmosphere or activities within the context of the corporate world. The way things happen within the context determines the meaning of culture. Advertisement involves the promotion of products or services with the aim of increasing consumer…… [Read More]
American Association of Advertising Agencies was founded in 1917 as national trade association in the United States that represents advertising agency business the American Association of Advertising Agencies, 2013a ()
The association is management-oriented, and it offers expertise, broad services, and information to its members in regards to advertising agency business. Its members contribute an approximate of 80% in the total advertising agencies revenue worldwide. Not all the larger multinational advertising agencies are members of the 4A, but their members have a billing of less than $10 million per year. Since it is a national trade association, it is bound by its own by-laws and constitution, which strengthen the association. The association has been credited with been one of the associations that helped in regulating advertising in the United States. The association has its headquarters in New York City.
Membership to the association is by election after interested members fill…… [Read More]
American Association of Advertising Agencies (AAAA) is a management-oriented business that provides a number of important services for its members. It was founded in 1917 and is actually the "national trade association" that is the most visible advocate for and representative of the advertising business in the United States. This paper delves into what the organization does, its mission, its services, and why it is important in the field of advertising.
The Association's Mission and Purpose
The AAAA members produce an estimated 80% of all the advertising that is placed in the United States, which is an enormous amount of advertising. That said, there is evidence that the majority of members are not huge agencies at all; "…more than 60% of our membership bills less than $10 million per year" (AAAA). It is apparent that AAAA members are loyal and receive worthy services because on average, an AAAA member has…… [Read More]
Media Advertising: Posting an Ad on Facebook
Social media advertising provides a great platform for enhancing a brand message's reach and influencing prospects at the buying cycle's middle-of-the-funnel or evaluation stage. Facebook presents a unique marketing plan for advertisers; one that entirely focuses on middle-of-the-funnel offers as a way of influencing buyer decisions. This is quite logical since it is at the evaluation stage that a buyer i) clarifies exactly what they need, and then embarks on the search for a satisfying provider, and ii) is most likely to share information through their established network though a 'like' (Social Media Today, 2013).
In order to take advantage of this aspect, Sushi Fashions, a dealer in ladies wear, handbags and accessories intends to put up an ad regarding its Super Bowl sale, in which buyers could get up to 50% off on the conventional prices - over the entire product range.…… [Read More]
Safeguarding the privacy of the respondents is vital. Setting a certain criteria to guarantee the security and privacy of the respondents will be useful like informing the respondents that their names will be kept confidential, their location and company will be mentioned only if they give their consent, participation is completely voluntary, and it cannot be imposed. In any way, no such information will be publicized that can help to identify or recognize the respondent unless the respondent himself ask for publicizing his personal info.
1. How would you describe the current balance of social media vs. traditional advertising and marketing?
2. Are the types of consumers targeted with online vs. traditional advertising different and if so in what way?
3. Have you considered using social media for advertised your business and if so what do you see as some of the benefits?
4. Do you think social…… [Read More]