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Promotional Practice eport
Objectives of the campaign
Media used in the campaign
Communication is as the passage of messages from the source, who is the sender, to the target who is the receiver. The sender encodes the information into symbols which are understandable by the receiver thus enabling decoding of the original message and giving of feedback. These symbols are to convey thoughts, and the required meaning between the sender and recipient and they include pictures, words and music. In marketing communication theory, the rationale behind marketing communication is the use of different modes to communicate. Each mode used has significance in capturing the recipient's attention. Note that, each recipient has a distinct mode through which to get information about a certain product. Therefore, the sender sends the same message via various routes with the explanation that, through these dissimilar paths, the meaning of the message…
Abubakar, B 2009, 'The Impact of a Promotional Campaign on Consumer Travel Behavior: Case of Baltimore, Maryland', Journal Of Promotion Management, 15, 1/2, pp. 302-320, Academic Search Complete, EBSCOhost, viewed 19 March 2013.
Grau, S, Garretson, J, & Pirsch, J 2007, 'Cause-Related Marketing: An Exploratory Study of Campaign Donation Structures Issues', Journal Of Nonprofit & Public Sector Marketing, 18, 2, pp. 69-91, Academic Search Complete, EBSCOhost, viewed 19 March 2013.
L'Etang, J 2006, 'Public relations and sport in promotional culture', Public Relations Review, 32, 4, pp. 386-394, Academic Search Complete, EBSCOhost, viewed 19 March 2013.
Kerr, J, Sallis, J, Bromby, E, & Glanz, K 2012, 'Assessing Reliability and Validity of the GroPromo Audit Tool for Evaluation of Grocery Store Marketing and Promotional Environments', Journal Of Nutrition Education & Behavior, 44, 6, pp. 597-603, Academic Search Complete, EBSCOhost, viewed 19 March 2013.
The Marketing Mix: Promotion
Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate promotions strategy for both them. In doing so compare and contrast the two promotions strategies explaining why you think they would be similar or different.
Select TWO products from the following product categories:
Illustrate your answer by referring to specific brands within each of the two product categories you have chosen.
In defining promotional strategies for airline flights and breakfast cereal, the many differences in the broader marketing, selling and service aspects of these two products need to be taken into account. In addition, the way customers purchase airline flights are markedly different than how they purchase breakfast cereal. For any promotional strategy to be effective they must take into account differences in…
Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36-42.
Fourie, I., & Ball, L. (2012). Promotional strategies for information products and services. Library Hi Tech, 30(4), 683-692.
Hvass, K.A., & Munar, a.M. (2012). The takeoff of social media in tourism. Journal of Vacation Marketing, 18(2), 93.
Li, M., & Green, R.D. (2011). A mediating influence on customer loyalty: The role of perceived value. Journal of Management and Marketing Research, 7, 1-12.
Memo regarding a New 'La Fresh' marketing and promotional strategy
Re: La Fresh needs some fresh ideas
As you know (though it is always worth repeating) Wright Brand Foods, Inc., is the largest supplier of bacon and ham to the American Southwest. Wright Brand Foods is thus a dominating force in the famous Tyson Food Empire. Yet it is currently at a crossroads, regarding its 'La Fresh' marketing Strategy. Currently, the La Fresh brand is not performing as well as competitor products in the health and freshness food industry. The essential problem is that the brand's product proposition and unique selling proposition is no longer so unique in today's market. Many companies make claims as to the freshness and health of their product and the health benefits that consumers can incur from using these products. Moreover, La Fresh does not specifically stress any additional organic or health benefits…
To clarify the issues and assuage fears. To develop harmonious ties with community residents and business owners, who are taking the time to participate in the media event.
2. To convince 500 community members and 75% of all members of the Bilby Business Association to attend the 1PM meeting at Anzac Memorial Park on Sunday June 27th.
3. To convince key members of the local and provincial media to attend the event and cover the hospital issue in a positive light.
4. To convince local business owners to help promote the media event by strategically-placed flyers and word-of-mouth promotion.
5. To convince residents and business owners to show support by attending the event or donating to the cause.
6. To convince residents and business owners that the new hospital will become a part of Bilby's history, keeping the community viable and prepared for growth.
Bilby Welcomes New Healthcare…
Push strategies often complement pull strategies, and activities for both work hand-in-hand to ensure that musicians are promoted intensively, both in the local and international music markets.
2. The above-mentioned promo strategies used by different Australian singers / bands in the international market are characterized by either standard / uniform or differentiated approaches. Popular Australian musicians who have successfully penetrated the international market have adopted both standardized and differentiated promo strategies to retain their fan base locally, and increase their appeal to the music market internationally.
Upon further analysis, it appears that all promotional strategies adapted by Australian musicians are differentiated across local and international markets. The differentiated or customized approach prevails because it gives musicians flexibility in promoting their music and image depending on the music market or target consumers / fan base. It allows them to retain their local following while casting a wider net to capture a…
Promotional and Advertising Strategies: Toyota and Ford
Toyota and Ford companies are the two leading automobile companies in their industry. Toyota, the Japanese-based automobile company, is currently the top most company in the world. Although the U.S.-based Ford Company is not second, it is also fairly positioned in the ranks of the most performing car assembling companies. Ford Company has of late joined the ranks of the few companies to release hybrid vehicles. In the hybrid race, Toyota leads the pack while Ford closely trails it. Ford Company is currently rebranding with the aim of reaping maximally from the market, which Toyota currently controls. The promotional activities of these two companies on the selling the hybrid products entail intensive advertisements as well as supportive Public elations gimmicks meant to make the companies' products sell. The nature of the trade that the two companies engage in is one where information means…
Baker, H. (2010). Marketing and Consumption Trends in the Automobile Industry, 1929-1933. New York.
Holweg, M., & Pil, F. (2009). The Second Century Reconnecting Customer and Value Chain through Build-To-Order: Moving Beyond Mass and Lean Production in the Auto Industry. Cambridge, Mass.: MIT Press.
Schindler, R. (2012). Pricing Strategies: A Marketing Approach. Thousand Oaks, Calif.: Sage Publications.
Young, L. (2011). The Marketer's Handbook Reassessing Marketing Techniques For Modern Business. Chichester, West Sussex, U.K: Wiley.
Prior to printing, the pamphlets will go to city managers, school boards, libraries, public information officers. Pamphlets will be available to all public inquiries and a PDF will be posted on the campaign web pages. Initial minimum 2003 print run of 50,000 per season. If municipalities require more, they will be available at cost in quantities of 1,000. Campaign 12-page booklet will be available at gardening stores, nurseries, public works departments, and other participating organizations. A very smart finding of this campaign's creators is to insert brief, two-page versions of the pamphlet designed with more visual appeal to the water utility bills which will show the direct connection between the problem and its' salvation that the company is providing.
As the importance of Internet access to any information grows, the need to make the campaign materials available online increases. Thus, an extensive campaign site with many downloadable materials will be…
WATERSHED AWARENESS Mid-America Regional Council Water Quality Program Promotions Plan 2003-2004, available at http://www.marc.org/watershed/pubedplan.pdf#search= 'promotional%20campaign'
Cheverton, Peter. Key Marketing Skills: Strategies, Tools. London, GBR: Kogan Page, Limited, 2004. p 314.
Promotional Campaign, available at http://www.redfabrik.org/contents1/promo.html
My objective is to secure an entry-level position in a business organization that will provide the opportunity to analyze information and participate in communications initiatives designed to promote the interests of clients of the organization. The position should emphasize organizational skills, information analysis, and communications across a variety of different media. Ideally, I would hope to have the opportunity to practice and perfect general business skills in the area of business administration and communications. Ultimately, I would hope to earn the opportunity to advance from the entry-level position into a management-training program and, eventually, to progress to higher levels within the organization.
Paragraph Two: Website Summary
Today, effective financial management is more important than ever. Regardless of your income level, your decisions today can determine your financial success in the future. Certain kinds of decisions can guarantee financial security for you and for your family. Meanwhile,…
Dells website has the full array of their products detailed. Desktops, notebooks, printers, hand helds, MP3 players, televisions, and projectors can all be found online. Their virtual catalog is available twenty-four hours a day, seven days a week. and, many of their products are fully customizable, right online. They also highlight special offers, such as free shipping on Dimension desktops or a free printer with purchase. Just as in their direct mail catalog, Dell is trying to appeal to a wide target audience, including everyone from an individual to a global organization.
Dell Products, Life Cycle Position and Pricing Strategies:
There are four primary phases in the product life cycle that a product progress through, in sequence: introduction, growth, maturity, and decline. In the introduction phase, product branding is established, while pricing may be low build market share, or it may be high to recover development costs. Promotion is geared…
Company background. (2005). Retrieved May 17, 2005, at http://www1.us.dell.com/content/topics/global.aspx/corp/background/en/index?c=us&l=en&s=corp .
Hooray for Hollywood ads that know showbiz. (11 Oct. 2004). B to B, 89(11). Retrieved May 17, 2005, from Business Source Premier database.
10 most frequently run creative executions on network TV. (20 Dec 2004). Advertising Age, 75(52). Retrieved May 17, 2005, from Academic Search Premier database.
Customer Loyalty Program 2 (Guideline and Interview)
Interview Guide for Grocery Store Owners
Promotional Activities, Customer Loyalty, POP, and Customer Retention Philosophies
Relevance: In the contemporary world of marketing, there are numerous techniques that are used to promote new products and services, to entice customers, and to attain a high level of customer retention. Sales promotion techniques are a powerful way of getting the marketing message across to all marketing channels, and are becoming increasingly sophisticated in order to be "seen and heard" in such a crowded market. Many companies use price as an incentive to bring in clients -- however, this is dangerous in the new global marketplace because it sets up a "price war," that is continual and really never viable. Instead, we need to look at other techniques for inspiring Customer Satisfaction and Loyalty. This Interview Guide will help us understand how Grocery Store owners are thinking…
optimal blend of promotion options can provide minor league sport teams with an enormous return on their investment (Cabula & Coombs, 2013). These efforts are especially needed today in an increasingly competitive sporting marketplace where minor league teams have a wide array of marketing platforms available. In order to identify an optimal blend of promotion options, a qualitative evaluation of ten promotion options that have recently been used or are currently being used by minor league sport teams in the United States is provided in Table 1 below, followed by a review of the literature concerning the justification for the weighted scores that were assigned to each promotion option. A recommendation concerning the best seven of these ten promotion options concludes each presentation.
Summary of evaluation of ten promotion events used by minor-league sport teams in the United States
Cabula, R.J. & Coombs, C.K. (2013, August). The impacts of promotions/marketing, scheduling, and economic factors on total gross revenues for minor league baseball teams. International Advances in Economic Research, 19(3), 249-263.
Crawford, G. (2004). Consuming sport: Fans, sport, and culture. New York: Routledge.
Kuntzman, G. (2003, January 27). The big game, part 37. Newsweek International, 55.
Kawk, DH & Clavio, G.E. (2010, December). Exploring the antecedents and consequences of personalizing sport video game experiences. Sport Marketing Quarterly, 19(4), 217-222.
Former bestsellers, now in paperback, discounts on hardcover.
For those who prefer having hardcover books.
Allows price of Hardback to be within range of trade or PB.
More for gifts of collectibles.
Deep discounts at Amazon's outlet
All product categories
Deals dependent on close out, etc.
Designed to drive traffic to site on low e-commerce day.
Gift cards sent or emailed to anyone, anywhere
Keeping fiscal shopping with Amazon even if one cannot decide on a particular gift.
Gift cards are extremely popular in the contemporary gift giving market.
Also can be used as part of a wedding or baby registry.
Timed deals in all merchandise, changes every 4 hours.
Up to 70% discounts on many items.
People who like to shop; ex. HSN and ShopNBC types.
Sometimes great bargains, but one must check regularly to find them.
References Not Citied
Barnes, S. (2007). E-Commerce and V-Business: Digital Enterprise in the
21st Century. New York: Butterworth.
Barsh, J. et.al. (2000). How E-Tailing Can Rise from the Ashes. The McKinsey
Music Videos Promotional Devices or Products in Themselves
Music Videos: Promotional Device or Separate Product?
Music videos are constructed in many different ways, but many of them involve the artist and others singing and dancing to specific songs. Some also tell stories or provide other background dealings that make the music video much like a television program. An example of this would be Michael Jackson's 'Thriller,' which was a very long video that involved much storytelling and other information as opposed to just the song. Some of these story type videos are still done today but this seems to be more popular in country music that it does in rock-and-roll.
No matter what genre is dealt with, however, the debate as to whether music videos are promotional devices or a separate product in and of themselves has been continuing for many years. In 1981 music television first began broadcasting music…
Optimizing Promotional Spending -- Reliance Baking Soda
Evaluation and Budget Recommendations for 2008 Marketing Plan
Marketing Plan Problem Statement.
There is a need to optimize the promotional spending on brand advertising, product distribution, consumer promotion initiatives, and trade promotion programs. Faced with a 10% contribution to the Division's P&L, the Household Division of Steward Corporation will evaluate the current marketing plan and make recommendations for a 2008 marketing budget for the Division. Several problems will be addressed through changes in the marketing plan, which are designed to optimize promotional spending and provide a 10% contribution to the Division's profit. A constellation of problems -- which are highly interactive -- will be considered here. The trade promotion program and the consumer promotion campaigns are not operating in concert, nor are they achieving their stated goals. The trade promotion program has been co-opted by the merchandisers, such that, discounts are used to…
Elg & Robinson
This promotional material contains photos and other visuals of the Elg & Robinson storefront without the company sign at the entry of the Coles Supermarket, the storefront with the company sign, some prepared meat products, population forecasts in Hobsons ay City, promotional photograph for the company, and a photography for the company Customer Loyalty Program.
The first photo shows the side of the storefront at the entry of the Coles Supermarket but which does not show the identifying company sign. The second photo shows the front part of the store at the Supermarket and the company name, elegantly lighted and posted on top of the store. The third photo shows a portion of the counter with prepared meat products. The fourth photo consists of population statistics of Hobson ay City. The fifth photo shows office supplies with Elg & Robinson's logo. And the sixth photo shows items…
AMIC 2011, 'Hamming it up in Williamston,' Meat Industry News, [Online], Available
at http://www.amic.org.au /SitelMedia/w3svc116/Uploads/Documents/VICJune2011.pdf
- 2010, 'About AMIC,' Australian Meat Industry Council [Online], Available at
ESTEE LAUDER INC. NEW PROMOTIONAL CAMPAIGN
Estee Lauder Inc.- New Promotion Campaign
The Estee Lauder Companies Inc. is considered as one of the leading manufacturers in the world of products including hair care, quality skin care, fragrance and make-up. The company is also considered as one of the world's leading marketers of these products. In this paper we have looked at their products with a totally new perspective and decided how their products would achieve higher brand shares if promoted today. The paper deals with a set of recommendations on proposed advertising for the leaders in Cosmetics -- Estee Lauder Inc. We have first reviewed the company and its products. Then we have looked at the different market segments it appeals to. Then we have chosen a few segments where we feel a change in strategy may help the products to achieve greater market shares.
The company was fist founded…
Gerson, Roselyn; Gerson, Alvin. "The Estee Lauder Solid Perfume Compact Collection 1967-2001" Collector Books; (January 2002)
http://www.elcompanies.com http://www.stars.com/style.com http://www.spartium.com/fragrances.htm
The effectiveness of promotional strategies is highly dependent on their ability to resonate and be relevant to the target audiences over time (Reference). This is the basis of the research being undertaken; to determine which promotional tools and strategies are the most effective in attracting, training and retaining the most talented and motivated volunteers for the London 2012 Olympic Games.
The following are the aims and objectives of this analysis. The primary objective of this study is to determine which promotional tools are the most effective in recruiting and retaining volunteers. In support of this objective, the following goals are defined:
a. To understand and segment the volunteer population in westernized nations including the UK, and determine the characteristics of these markets as they relate to volunteering for events.
b. To determine the psychographic attributes of each group as they relate to propensity to participate, contribute and assist in keeping…
Bibliography / references
Gary Adamson, Joe Pine, Tom Van Steenhoven, and Jodi Kroupa. 2006. How storytelling can drive strategic change. Strategy & Leadership 34, no. 1, (January 1): 36-41.
Armstrong, G., & Kotler, P., 2005. Marketing: An Introduction (7th ed.). New Jersey: Pearson Prentice Hall.
Bardhi, F., Rohm, A., & Sultan, F.. (2010). Tuning in and tuning out: media multitasking among young consumers. Journal of Consumer Behaviour, 9(4), 316.
Belch, G.A., & Belch, M.A.., 2004. Advertising and Promotion; An Integrated Marketing Communications Perspective (6th ed.). New York: McGraw- Hill/Irwin.
Product/Services/Promotional Strategies offered by Black Diamond Equipment and My Web Page
eport on Product/Services/Promotional Strategies offered by Black Diamond Equipment
Black Diamond designs and manufactures a complete line of authentic, inspired, performance equipment for rock climbers, ice climbers, alpinists and backcountry and telemark skiers. Black Diamond's products are targeted toward those who are dedicated to the process of climbing and skiing. Especially Black Diamond likes to promote its products for young people who take pride and enjoy rock climbing, alpinism or backcountry skiing. Black Diamond also targets its products for kids to provide them equipments that are versatile and lightweight and can be used for mountaineering. Moreover, Black Diamond's captures a share of market because of its high level of expertise in manufacturing high quality devices and equipments that have made the experience of rock climbers and skiers enjoyable. Black and Diamond prides the quality of its products that…
Kotler, P. (1991). Marketing Management. New Jersey: Prentice Hall.
Kotler, P. And Armstrong, G. (1996).
Principles of Marketing. New Jersey: Prentice Hall.
Product/Services/Promotional Strategies Offered by XYZ Company, and My Own Web Page
Web Promotional Strategies
A Report on the Product/Services/Promotional Strategies of Kentucky Fried Chicken
Kentucky Fried Chicken is a well-known brand in fast food restaurant. Started with a single recipe of Colonel Sanders, the restaurant has developed networks worldwide, offering fast food services family target market and franchise opportunities for investors. The company has seriously developed the web site as a gateway for its customers and business partners. The main KFC web site provides complete information about its menu options and knowledge center about fast food and family events options, while also provide links to its franchise information center. It has the familiar colors, logo, and picture of the Colonel as the main presentation to visitors.
In the main business operation, KFC has a very large target market, in all demographic areas. The company addresses human's basic need of food,…
Encouraging Seniors to Use the Internet
Promotional Strategies of AAP
Author's note with contact information and more details of collegiate affiliation, etc.
Encouraging Seniors to Use the Internet
Many seniors who do not use the Internet do not use it because technology makes them uncomfortable. There are seniors who may not see the ways in which technology assists them in their daily lives and do not see the use for learning new technologies such as the Internet. Some seniors may just be afraid. Whatever the reason, seniors should use the Internet just as much as any other population. In fact, the greatest demographic of users on the rise of FaceBook is people ages 55+. More and more, seniors are becoming more comfortable with the Internet and their usage behaviors will influence the digital landscape just as much as any other group of users. Websites such as the American Association of…
Bean, C. (2003) Meeting the Challenge: Training an Aging Population to Use Computers. The Southeastern Librarian, 51(3). Retrieved from http://digitalcommons.kennesaw.edu/seln/vol51/iss3/6 .
Cashen, MS, RN, M.S., Dykes, P., & Gerber, MD, B. (2004) eHealth Tehcnology and Internet Resources: Barriers for Vulnerable Populations. Journal of Cardiovascular Nursing, 19(3), 209 -- 214.
Sanner, B.M. (2004) Creating age-friendly websites. Journal on Active Aging, July/August, 20 -- 24.
Marketing Communication Process
Google Inc. is an U.S. based multinational public corporation that operates primarily in the internet search function, cloud computing, as well as a range of different advertising solutions. The company is large and extremely multifaceted. Google develops a large number of services and products that are part of a larger suite of Google products. These products are offered for free to the end users and Google primarily generates the company's revenue stream from advertising. Although Google sells advertising through AdWords and other platforms, it must also promote itself with a marketing communication strategy.
Google has grown from modest roots to become one of the most admired companies in the world today. The company's official mission statement is "to organize the world's information and make it universally accessible and useful." However, the company is also known for something of an unofficial slogan which is "Don't be…
Davis, B. (2014, January 27). 12 inspiring marketing campaigns from Google. Retrieved from Econsultancy: https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
Liedtke, M., & Tessler, J. (2011, July 24). Google Confirms FTC Antitrust Investigation. Retrieved from Huffington Post Tech: http://www.huffingtonpost.com/2011/06/24/google-confirms-ftc-antitrust-investigation_n_883951.html
Nudd, T. (2014, December 17). 14 Brilliant Outdoor Ads That Rocked the Real World in 2014 Beautiful, subversive, playful and magical. Retrieved from Adweek: http://www.adweek.com/adfreak/14-brilliant-outdoor-ads-rocked-real-world-2014-161999
Orey, M. (2009, April 28). Google's PR Campaign. Retrieved from Bloomberg Business: http://www.bloomberg.com/bw/stories/2009-04-28/googles-pr-campaign
As the former approaches have proven to be ineffective in the recession, the reliance on social networking needs to be pervasively focused on. Second, there is also the need to create more excitement over the brand, and this needs to include the sponsoring of extreme sports events and the support of independent (indie) artists that typify they high energy and risk taking the brand wants to associate with itself. These events must focus women artists who are breaking stereotypes of women athletes by being strong and self-sufficient. As the women's sporting goods market is the high growth segment today, that is a critical focus for the North Face to concentrate on.
The need to embrace social networking and make it a core part of the P, direct marketing and sales promotion strategies of the North Face is evident by the rapid growth of Facebook, Friendfeed, Twitter and many other sites…
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Linda L. Briggs. (2007, January). In Retail BI, One Size Doesn't Fit All. Business Intelligence Journal, 12(1), 41-43.
Kathryn Kelly, Arthur Andersen. (2000, March). Apparel e-commerce: Online and kicking. Apparel Industry Magazine, 61(3), 48-50.
Kusterbeck, S. (2008, November). Knowledge is Power for the North Face. Apparel Magazine, 50(3), 22-24.
The Benefits of Membership in the Academy of Medical-Surgical Nurses (AMSN)
The Academy of Medical-Surgical Nurses (AMSN) is one of the largest nursing organizations in the United States, with over 10,000 members (AMSN, 2012). Medical-surgical (MS) nurses practice in a variety of settings, including impatient, outpatient, and the homes of patients. The AMSN exists to help promote the professional development of MS nurses, improve patient care, and through collaboration influence healthcare policy impacting patient care. The mission of AMSN is to strive for excellence in MS nursing, while its vision is to work continuously toward patient care excellence.
All nursing professionals, whether AMSN members or not, can take advantage of the CMSN certification study aids, attend the annual convention, access the MEDSUG Nursing journal and newsletters, look for a job in the career center, study the MS standards of nursing, and network with other MS nurses (AMSN,…
AMSN. (2012). AMSN priority agenda (2012). Retrieved from http://www.amsn.org/sites/default/files/documents/about-amsn/strategic-plan/AMSN-Priority-Agenda-2012.pdf .
AMSN. (n.d.). Benefits of membership. Retrieved from http://www.amsn.org/membership/membership-overview/benefits-membership .
Fights, S.D. (2012). Nurses lead from where we stand: How can you impact the future of nursing? MedSurg Nursing, 21(2), 57-8.
IOM & RWJF. (2011). The Future of Nursing: Leading Change, Advancing Health. Washington, DC: National Academies Press.
Embedded Communication in Advertising
"There is no evidence that advertising can get people to do things contrary to their self-interest." -- JI Fowles, in Advertising's Fifteen asic Appeals
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." -- Leo urnett, Advertising Executive and Creator of the Marlboro Man
"The ability to attract new smokers and develop them into a young adult franchise is key to brand development." 1999 Philip Morris report
When the preceding collection of opinions regarding the influence of modern advertising are considered in conjunction with the iconic advertising image shown above, it becomes quite clear that, much like advertising itself, forming an informed position on this ubiquitous aspect of modern marketing is simply a matter of perception and perspective (elch 120). Corporate conglomerates and other private enterprises ascribe tremendous value to the persuasive power of advertising, bombarding the general public…
Altman, David G., Michael D. Slater, Cheryl L. Albright, and Nathan Maccoby. "How an unhealthy product is sold: Cigarette advertising in magazines, 1960 -- 1985." Journal of Communication 37, no. 4 (1987): 95-106.
Belch, George E., Michael A. Belch, and Angelina Villarreal. "Effects of advertising communications: Review of research." Research in marketing (1987).
Bovee, Courtland L., and William F. Arens. "The Indictments Against Advertising." Writing and Reading Across the Curriculum. Laurence Behrens and Leonard J. Rosen. New York, NY: Pearson Higher Education, 2008. 685-691. Print.
De Gregorio, Federico, and Yongjun Sung. "Understanding attitudes toward and behaviors in response to product placement." Journal of Advertising 39, no. 1 (2010): 83-96.
promotional strategy may be defined as a way to optimize sales advertising, public relations, personal selling, and sales promotion. Promotion is one critical component of the overall marketing mix of price, place, promotion, and product. Promotional mixes today include social media as well as traditional advertising. Promotional strategies must effectively communicate the competitive advantage that can be secured by using the product, including quality, speed of delivery, low prices, or other unique features.
Although promotion can seem like a mysterious, complicated process, it is essentially about communicating effectively. Promotional messages can be communicated individually, as in the case of a personalized sales pitch, or on a mass level. The communications process in all instances is defined as sending; encoding the message; sending the message through a message channel; decoding the message; and receiving the message. The receiver and sender are on a continual feedback channel although 'noise' can obfuscate the…
eebok and Nike are athletic apparel companies with differing promotional strategies and marketing. They sell similar products, particularly sneakers and are known globally as companies that promote athletic lifestyles through their sporting goods. The footwear industry, for which Nike and eebok have their niche is a tough industry to not only market in, but also sustain profits. Both companies although different in their approach, have managed to create a brand that appeals to a wide and broad market. esearching their promotional strategies and company profiles, the differences and similarities become visible lending to possible analysis of both of the companies' strong and weak points.
eebok's promotional campaigns are different from Nike's. A good example of this is eebok's 2002 promotional campaign using a well-known Irish footballer as the central focus. The company timed its advertisements with the footballer before the beginning of the World Cup of that same year. His…
Chu, S., & Huang, S. (2010). College-Educated Youths' Attitudes toward Global Brands: Implications for Global Marketing Strategies. Journal of International Consumer Marketing, 22(2), 129-145. Doi: 10.1080/08961530903476188
Joshi, A., & Hanssens, D. (2010). The Direct and Indirect Effects of Advertising Spending on Firm Value. Journal of Marketing, 74(1), 20-33. doi:10.1509/jmkg.74.1.20
Knight, G., & Greenberg, J. (2002). Promotionalism and Subpolitics: Nike and Its Labor Critics. Management Communication Quarterly, 15(4), 541-570. Retrieved from http://mcq.sagepub.com/content/15/4/541.short
Rajiv, S., Dutta, S., & Dhar, S.K. (2002). Asymmetric Store Positioning and Promotional Advertising Strategies: Theory and Evidence. Marketing Science, 21(1), 74-96.
elcome to this presentation about the fundamentals of marketing. The presentation is going to cover a number of different subjects, including promotion, buyer behaviour, personal selling, the promotional mix and customer relationship marketing.
e'll start with promotion. Promotion is defined as "Communicating with the public in an attempt to influence them toward buying your product" (ard, 2012). Promotion is a broad concept, encompassing advertising, public relations management and any events such as trade show appearances, demonstrations, contests or sponsorships, for example.
A promotional activity can have a number of different objectives. Some of the more common objectives of promotional activities are to establish the corporate image in the community, to build brand awareness, to build customer loyalty, to capitalize on new market opportunities, to dispel negative press and to announce changes (Moore, 2012). Basically, promotion is a way of getting a message across, whether that messages is "Hey, look…
Ward, S. (2012). Promotion. About.com. Retrieved April 30, 2012 from http://sbinfocanada.about.com/cs/marketing/g/promotion.htm
Lake, L. (2012). Customer relationships are key to your marketing strategy. About.com. Retrieved April 30, 2012 from http://marketing.about.com/od/relationshipmarketing/a/crmstrategy.htm
Moore, K. (2012). Promotional objectives. eHow Money. Retrieved April 30, 2012 from http://www.ehow.com/info_8168435_promotional-objectives.html
No author. (2012). Buyer behaviour -- the decision-making process. Tutor2U.net. Retrieved April 30, 2012 from http://tutor2u.net/business/marketing/buying_decision_process.asp
Vizio sells voice-activated televisions, and needs a marketing plan. The product is not a game-changer, so the company needs to have a message that emphasizes total value over gimmick novelty, if it actually intends to sell the sets. People buy televisions because of picture/sound quality, then price, and then other features, in order of importance (Katzmaier, 2013). The marketing plan needs to recognize this -- focusing on voice activation will get the company nowhere if the picture or value are poor.
The first part of the marketing plan is the place strategy. Vizio needs to sell its televisions in the places where consumers go to buy televisions -- no other approach makes any sense at all. Vizio therefore needs to look at both online and offline channels. There is significant overlap since most retailers utilize both channels. Key retailers of televisions are Best Buy, Wal-Mart, Target, Costco and Amazon. Vizio…
Hose, C. (2013). Top ten promotional strategies. Houston Chronicle. Retrieved November 20, 2013 from http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html
Katzmaier, D. (2013). Best TVs: Picture quality. C/Net. Retrieved November 20, 2013 from http://reviews.cnet.com/best-tvs-picture-quality/
NetMBA. (2010). Pricing strategy. NetMBA.com. Retrieved November 20, 2013 from http://www.netmba.com/marketing/pricing/
Despite the fact that the balance seems to lean in favor of the more modern approach, the final decision must also consider the relationship of these types of techniques to niche markets.
A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMAT goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should…
Balasubramanian, S., 1998, Mail vs. Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers, Marketing Science, Vol. 17, No. 3
Blackwell, J., Overview of Traditional Marketing, Enzine Articles, http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128lastaccessed on March 16, 2009
Caragher, J.M., 2008, Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Vol. 25
Davis, S., Halligan, C., 2002, Extending Your Brand by Optimizing Your Customer Relationship, Journal of Consumer Marketing, Vol. 19 Issue
The significance of career training programs i.e. formal and non-formal educational measures help in quality development of personnel and promoting the achievement of career goals and objectives as well as success in the field.
The hospitality and hotel management industry provides numerous opportunities for individual development and success. Notably, success in this industry depends on the formal and informal career training and educational programs that an individual receives. These programs help in career development and management in relation to current and future career goals. Therefore, career development plan is based on the knowledge, skills, and abilities obtained from these training programs.
"Career Development Plan." (2007). Success through People. etrieved from Nova Scotia Government website: http://www.gov.ns.ca/psc/pdf/hrCentre/resources/ode/CareerDevelopmentPlanGuide.pdf
Ladkin, a. & Juwaheer, T.D. (2000). The Career Paths of Hotel General Managers in Mauritius. International Journal of Contemporary Hospitality Management, 12(2), 119-125.
Vujic, V., Becic, E. & Crnjar, K. (2008). Trends and…
"Career Development Plan." (2007). Success through People. Retrieved from Nova Scotia Government website: http://www.gov.ns.ca/psc/pdf/hrCentre/resources/ode/CareerDevelopmentPlanGuide.pdf
Ladkin, a. & Juwaheer, T.D. (2000). The Career Paths of Hotel General Managers in Mauritius. International Journal of Contemporary Hospitality Management, 12(2), 119-125.
Vujic, V., Becic, E. & Crnjar, K. (2008). Trends and the Need for New Professions and Forms of Education in Tourism and Hotel Management. Tourism and Hospitality Management, 14(1), 199-209.
Vokic, N.P. (2008). The Role of Training and Development in Hotel Industry Success -- the Case of Croatia. Acta Turistica, 20(1), 1-144.
9% to 734 units (Khun, 2009)
Additionally, James Moss, of Curzon Investment Property, has commented (Khun, 2009) that Dominos and Subway have been successful in the UK market as a result of their franchise models that are almost recession proof. In addition many investors (who want to own a franchise) have found these two chains to be exceptional investments. Additionally, many "Britons are also shunning posh business lunches and choosing instead to head to Eat or Pret for a sandwich (Khun, 2009,9)." The report also explains that "Independent operators (with fewer than five outlets) have increased their market share by 2.2% across the UK's top 10 cities to further fuel the feeling that many high streets are turning England into 'fried chicken Britain'(Khun, 2009,9)." The following chart illustrates the most popular cities for Fast Food in the UK.
Number of Fast Food Restaurants by City
London (central) (847 outlets)
"About the Company." Available at: http://www.pret.com/us/about_our_company/about.htm [Accessed 11 August 2011].
Business: Junior fat; obesity and advertising. 2005. The Economist, 377(8457), 68-58-61. R
Jones, P.; Hillier, D., Shears, P.,Clarke-Hill, C. 2002 . Customer perceptions of services brands: A case study of the three major fast food retailers in the UKManagement Research Review25. 6/7: 41-49
Kuhn, K 2009. UK's fast food sector is up 8%. Caterer & Hotelkeeper199. 4605 (Nov 27-Dec 3, 2009): 9
In this case, it mainly needs to conduct following steps. Firstly, it should figure out that the specialization in cardiac disease is the hospital's future direction, and identify its target audiences, including the employees of the hospital, the community, and the potential and future patients. Secondly, it needs to establish the objective of the promotion that publicize the future direction of the hospital and attract customers to cure cardiac diseases at here. Thirdly, it needs to develop the promotional messages through appropriate delivery system to the audiences, such as using local radio stations or newspaper to deliver the promotional advertisements. Finally, it needs to evaluate the strategy that whether the specialization of the hospital has been known by the public and whether the profit has increased.
To be specific, the communications or promotions to different audiences are not same. Thus, we analyze them respectively.
(1) Communications to employees of hospital…
Kotler, P., Armstrong G., & Cunningham P.H. (2005). Principles of Marketing. Toronto: Pearson Prentice Hall.
McDonough, M.H., & Ackert, G.A. (1986). Retrieved on Jun. 1, 2011, from http://web1.msue.msu.edu/imp/modtd/33710086.html
O'Donnell, M.P. (2001). Health promotion in the workplace. New York: Cengage Learning.
Wrenn, B. (2002). Contribution to Hospital Performance: Market Orientation vs. Marketing Effort and Lack of Competition. Journal of Hospital Marketing & Public Relations. Vol. 14 (1): p3-13.
One of the common issues that all major sports are dealing with is effectively promoting themselves. In the case of NASCA, Horse acing and Professional Golf; there are specific strategies that are utilized to reach out to the target audience. To understand how this is achieved requires looking at the audience profile for each sport. This will be accomplished by: examining demographic, promotional strategies, the promotional mix and how to apply these tools. Together, these elements will provide specific insights as to how each sport has been able to effectively reach out to their core audience.
NASCA is focused on males and females who are between the ages of 15 to 60 years old. In general, the audience is from a middle class background and is located in suburban areas. The kind of promotional strategy that is being utilized in a pull-based philosophy. This is when advertisers will…
The Marketing Communications or Promotional Mix. (2010). Dave Dolak. Retrieved from:
NASCAR. (2012). NASCAR.com. Retrieved from: www.nascar.com
National Thoroughbred Racing Association. (2012). NTRA. Retrieved from: www.ntra.com
Media, Marketing Strategy and Promotional Content
The development of a successful marketing strategy and campaign is a process that requires extensive research, comprehensive details, and well-crafted implementation procedure. The need for these factors is fueled by the fact that having a single, grand idea does not necessarily contribute to a successful marketing strategy or campaign. This implies that marketers need to understand the position of the business or company in the marketplace in order to create relevant advertisements. It also entails giving room to any necessary improvements since the growth of the business will necessitate creation of a new marketing plan. When developing a marketing strategy, it is also important to understand the role of the media and the need for effective development of promotional content.
The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets.…
Cain, K. (2013, October 30). 6 Key Elements of an Effective B2B Content Marketing Strategy.
Retrieved November 4, 2014, from http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/
Entrepreneur (2003, December 11). How to Develop and Run a Marketing Campaign. Retrieved November 4, 2014, from http://www.entrepreneur.com/article/66016
Luke, L. (n.d.). 7 Steps to Planning a Productive and Successful Promotional Campaign.
Moller Skycar Promotions Plan for 2013 Product Introduction
The Moller Skycar is a disruptive innovation that once launched will disrupt the auto, ultra-light aircraft and low-end private aircraft industries by completely redefining the personal travel experience. The success of the product launch is heavily dependent on how well integrated and synchronized product, pricing, distribution, pricing and the unique value proposition of the company are consistent with each other. The most critical success factor of launching a disruptive product is how integrated each functional team is to the product strategy and the unique market position it occupies, all centered on communicating clearly and accurately what makes the new product unique and highly differentiated (Brettel, Heinemann, Engelen, Neubauer, 2011). The Moller Skycar is rich with product differentiation and unique value proposition potential because it can easily symbolize freedom and flexibility, agility and responsiveness. All of these are excellent messages and emotions to…
Begona Alvarez, & Rodolfo Vazquez Casielles. (2008). Effects of price decisions on product categories and brands. Asia Pacific Journal of Marketing and Logistics, 20(1), 23-43.
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Brettel, M., Heinemann, F., Engelen, A., & Neubauer, S.. (2011). Cross-Functional Integration of R&D, Marketing, and Manufacturing in Radical and Incremental Product Innovations and Its Effects on Project Effectiveness and Efficiency. The Journal of Product Innovation Management, 28(2), 251.
SA Delre, W Jager, THA Bijmolt, & MA Janssen. (2007). Targeting and timing promotional activities: An agent-based model for the takeoff of new products. Journal of Business Research, 60(8), 826.
Marketing Channels and Methods -- the New Svelte Shape of McDonald's
Objectives & Mission Statement
Although McDonald's latest advertising slogan, as proclaimed on its 2005 website, is "I'm lovin' it," (McDonald's Official ebsite, 2005), shareholders in the fast food company have not be equally enamored of its current stock performance and plummeting sales. (The Rogue Investor, 2005) Thus, the objectives of the new McDonald's marketing campaign must be to undo some of the economic and public relations damage done to the company by the negative press generated by the success of Morgan Spurlock's film 'Supersize Me.' Over the course of the year, McDonald's wishes to gain a greater percentage of the revenue of the current fast food market than its most prominent burger-oriented competitors endy's and Burger King. McDonald's also wishes to gain some of the type of positive media as generated by the sandwich chain Subway. The Subway Diet…
Bauman, Valerie. (11 Aug 2005) "People try to lose weight at McDonalds." AP Wire. Accessed on AOL on 22 Aug 2005 at http://aolsvc.news.aol.com/news/article.adp?id=20050811163009990002
Burger King. (2005) Official Website. Retrieved 11 Sept 2005 at http://www.haveityourway.com/
Collins, Luke. (2002) "Chips are down for Burger Giants" MCD: McDonald's Corporation News and Articles. Retrieved 27 Aug 2005 at http://www.licenseenews.com/news/news134.html
Daft, R.L. (1997). Management. Fort Worth, TX: Dryden Press.
Coke and Pepsi Advertising Strategy
Pepsi's advertising and promotional strategies in India
Coke's advertising and promotional strategies in India
Why advertising and promotional strategies vary from country to country and whether culture influences this
Any advertising strategy that an organization comes up with should be tailored to catch the attention of the consumers and make them change their behaviors. Such strategies put an organization in a position to impact on their target markets especially when the consumers of their products take note of their products and eventually change their buying behaviors. Once the consumers of their products have developed some favorable attitude they will always go for the organization's brand whenever they intend to consume the product. This paper seeks to compare and contrast the advertising and promotional strategies that Pepsi and Coke uses in countries they operate in especially India. The paper undertakes to describe, analyze, and evaluate how…
Gupta, S., Naganand, K and Narang, A.S. (2008). Image Advertising: The Advertising Strategies
of Pepsi And Coca Cola in India. Retrieved June 20, 2012 from http://tejas-iimb.org/articles/58.php
Kapferer, J.N. (1992). Strategic Brand Management, New York: Free Press.
Marketing on the Internet
Target Market and Audience
Factors affecting the Target Market and Internet Marketing Efforts
Internet Marketing Objectives
The Internet Marketing Process for Victoria University
How Victoria University can best utilize the Web 2.0 Marketing:
Other benefits of using Web 2.0 Marketing:
Marketing and promotional efforts are done to ensure a continuous growth of operations by creating awareness among the most potential customers and offering them the products or services in the most effective and efficient way (Millman & El-Gohary 2011). Like traditional electronic and print media, web 2.0 marketing has also emerged as a successful medium of promotion for the last few years. Web 2.0 marketing tools include all internet or inbound marketing mediums that are used by the general public for interaction and sharing information with their family members, friends, relatives, and other community members (Software and Information Industry Association 2011). This paper presents…
Beneke, J.H. 2011, Marketing the Institution to Prospective Students -- A Review of Brand (Reputation) Management in Higher Education, International Journal of Business and Management, 6 (1): 29-37.
Bulotaite, N. 2003, University heritage - an institutional tool for branding and marketing. Higher Education in Europe, 28 (4): 449-454.
Gallatin, C., 2009, Internet Marketing Techniques for Online Programs. Available from [Accessed September 28th, 2012]
Millman, C., & El-Gohary, H. 2011, New Digital Media Marketing and Micro Business: A UK Perspective. Available from
Marketing Plan -- Translator Connect Services
Marketing Plan -- Translator Connect
Marketing Plan for Translator Connect Services
This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.
Translator Connect Service Offering.
Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…
Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759
Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/
Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved
Isolating and measuing pomotional effectiveness alone is not a tue pictue of the total cause-and-effect that is elied on fo ceating demand fo poducts and sales, leading to tail and eventual puchase. Just as advetising spending does not coelate to puchases, the same holds tue fo pomotional pogams. It is bette to look at thei effectiveness in isolation and measue only the factos o vaiables that the p0omotional pogam is meant to diectly influence. Too often howeve pomotional pogams ae boad in scope, long-tem and lack that level of focus. As a esult, measuing thei effectiveness is difficult and often impecise.
Media planning involves a tadeoff between each and fequency. Explain what this means and give examples of when each should be emphasized ove fequency and vice vesa.
In fact the essence of media planning is in balancing each vs. fequency. Reach is defined as the pecentage of an maket…
reference: Demographic or psychographic. The Journal of Product and Brand Management, 11(4/5), 249-268. Retrieved January 11, 2008, from ABI/INFORM Global database. (Document ID: 252455841).
Cristina Ziliani (2006). Target promotions: How to measure and improve promotional effectiveness through individual customer information. Journal of Targeting, Measurement and Analysis for Marketing, 14(3), 249-259. Retrieved January 12, 2008, from ABI/INFORM Global database. (Document ID: 1097920561).
market case analysis for Verizon FiOS TV offered by Verizon Communications. The analysis consists of product, pricing, promotional, and distribution strategies which Verizon Communications should follow in order to operate in the industry in the most competitive and profitable way. The analysis of industry and competition is also given as a part of marketing research strategy.
Verizon Communications is one of the leading communication services providers in the World. Its major products and services include Verizon FiOS TV, FiOS Internet, FiOS Digital Voice, set-top box, and receiver sets. This paper presents a marketing analysis for Verizon FiOS TV -- one of the most successful communication services offered by Verizon Communications in the United States and some other countries. Verizon FiOS TV is a high quality fiber optic cable network for home television entertainment. Verizon Communications offers its Verizon FiOS TV in all the major cities and towns of the United…
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, (8th ed.). U.S.: Prentice-Hall
Kurtz, D.L., MacKenzie, H.F., & Snow, K. (2010). Contemporary Marketing, (2nd ed.). Toronto: Nelson Education
Lamb, C., Hair, J., & McDaniel, C. (2012). Essentials of Marketing, (7th ed.). Ohio: South-Western Cengage Learning.
Lancaster, G., & Withey, F. (2007). Marketing Fundamentals, (2nd ed.). U.K: Butterworth-Heinemann
aid Mr. Harris: "We are always looking at new ways to reach our customers through innovative digital platforms." Mobile works well since "There is rapid growth in mobile devices supporting more and more of the everyday tasks that people want to perform."
Another highly successful mobile application has been that of American Express' Android version of its free mobile app, which has had more than 1 million views since 2011. The mobile apps are free as are the apps that AE has implemented via social media (ibid.)
The American Express (AE) Credit Card Company markets itself in various ways. avvy with its promotional and publicity performance, it has put together a variety of tools -- some of them innovative -- that it uses for its own promotional ends. These include extensive featuring of celebrities, innovative media campaigns, cause activity promotional ends, innovative use of social media, as well as…
CNN Money "World's Most Admired Companies 2011." Fortune. http://money.cnn.com/magazines/fortune/mostadmired/2011/full_list/
Facebook Members Project from American Express
Gillin, Stephen (September 7, 2011) Altruism drives AmEx small-business strategy http://www.btobonline.com/article/20110907/SOCIAL05/309079998/altruism-drives-amex-small-business-strategy#seenit
applying: safeguard protective clothing manufacturers bulletproof vests -- apply strategies • Definition marketing (U1 DB) • Introduction product/service (U1 DB) • Situation Analysis - marketing environment forces impacting product/service (U1 IP) • Marketing Strategy - target market(s) positioning (U2 DB & U2 IP) • Product/Service overview strategies (U3 DB) • Pricing Strategy (U4 DB) • Distribution Channels (U3 IP) You add Abstract, Introduction, Conclusion, Integrated Marketing Communications Mix, including: • Overview integrated marketing communications • Promotion Mix Strategy - explain a push pull strategy • Message Strategy - decide general message communicated target market promotional tools • Promotion Mix - choose (3) promotional tools (advertising, sales promotion, personal selling, public relations direct marketing).
Bulletproof Vests Plan
The objective of this paper relies on discussing the importance of marketing strategies. The following pages focus on developing a marketing plan for a company that produces bulletproof vests. The introductory section is…
1. Jain, S. (2008). Integrated Marketing Communication. Global India Publications. Retrieved August 17, 2011 from http://books.google.ro/books?id=4g3M61Oo38QC&printsec=frontcover&dq=integrated+marketing+communications&hl=ro#v=onepage&q=integrated%20marketing%20communications&f=false .
2. Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Retrieved August 17, 2011 from http://books.google.ro/books?id=QN0kyeHXtJMC&pg=PA127&dq=push+pull+strategy&hl=ro#v=onepage&q=push%20pull%20strategy&f=false .
3. Dolak, D. (2010). The Marketing Communications or promotional Mix. Retrieved august 17, 2011 from http://www.davedolak.com/promix.htm.
Internet and E-Marketing
In order to stay competitive, attract potential customers, and offer the products in a more tactful way, businesses have to incorporate effective e-marketing strategies as a part of their marketing and promotional efforts. Gold Coast Bakeries is a medium scale business corporation based in Gold Coast, Queensland, Australia. It offers a variety of baked items for every type of customers and all food requirements. Gold Coast Bakeries can be regarded as a growing business in the Gold Coast region. But it has to face certain challenges and threats from different environmental forces and strong competitors in the industry. To survive in an uncertain business environment and compete with the industry leaders, Gold Coast Bakeries must incorporate electronic marketing for the promotion of its products.
As a part of its product strategies, it can improve their quality and taste while keeping the prices at their minimum…
Agarwal, A., Hosanagar, K., Smith, M.D., 2011, Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets, Journal of Marketing Research, 48 (6):1057-1073
Bearden, W.O., Ingram, T.N., & LaForge, R.W., 2007, Marketing: Principles and Perspectives. 5th Edition. Boston, Mass.: McGraw-Hill
Berger, J., & Milkman, K., 2012, What Makes Online Content Viral?
Journal of Marketing Research, 49 (2):192-205
Marketing (Promotion Analysis)
Promotion and Price Analysis Paper on Canon USA, Inc.
Analyzing the promotional aspect of a product or service within a business organization involves identifying and studying the dynamics of various promotional strategies, such as print, television, radio, Internet, telemarketing, direct mail, and publicity media. This paper conducts a promotional analysis of the company Canon USA Inc., a professional business and consumer imaging equipment and information systems provider. The analysis includes promotional strategies of Canon USA through three media: publicity, print, and Internet (or online). The rationale behind the use of these three promotional strategies is that the company has more exposure and promotional programs among these three media.
In terms of print promotion, Canon advertises on international publications (newspapers and magazines), especially news-oriented ones (e.g., Newsweek and TIME magazines). These print advertisements mainly illustrate three of the company's most popular products, which are printers, cameras, and copier…
Churchill, G. (1995). Marketing: Creating value for customers. IL: Richard D. Irwin, Inc.
Canon-UNICEF Press release. (June 28, 2004). TIME Magazine, Vol. 163, No. 25.
Canon print advertisement. (June 21, 2004). Newsweek Magazine, Vol. 143, No. 25.
Canon Official web site. Available at: www.usa.canon.com.
Sustainable Marketing Plan
he following pages focus on presenting a marketing plan for introducing organic coffee on the market. he paper starts with an analysis of the organic foods market situation, and also of the coffee segment. his section is intended to help readers identify important aspects that this marketing plan addresses. he plan continues with the discussion of the company's strengths and weaknesses, and of the opportunities and threats provided by the business environment. Furthermore, the plan focuses on establishing and discussing the marketing objectives that are addressed by this plan. hese objectives also refer to people and planet, providing a complex image of the company's intentions regarding corporate social responsibility.
he plan continues with the presentation of the Marketing Strategy. his section discusses the customer segments targeted by the company. In addition to this, the section also addresses the marketing mix that the company intends to use. he…
The marketing plan developed for introducing organic coffee on the market addresses different factors of importance to this activity. The marketing plan focuses on the characteristics of the customer segments targeted in the case of this product in order to establish the objectives and strategies that can determine the company's success on the market. The objectives that must be reached by the marketing activity of the company are addressed by the marketing mix and by the strategy.
1. Industry Statistics and Projected Growth (2011). Organic Trade Association. Retrieved September 2, 2011 from http://www.ota.com/organic/mt/business.html .
The term marketing refers to identification and anticipation of consumer needs and wants and then satisfying them in a profitable manner. With the increase in globalization and consumer knowledge, marketing has evolved to become a comprehensive field with rapidly changing dynamics and is a key contributor in the success and failure of any business.
The way a marketing strategy of any product is designed depends greatly on whether the commodity is market oriented or product oriented. Detergent falls in the category of Fast Moving Consumer Goods (FMCG) which means it is a highly market oriented product and the commodity operates in a market where consumers have more than adequate knowledge about the product (Kotler & Keller, 2008). Being a highly competitive market, detergent companies have to ensure that their marketing strategy is aggressive enough to promote a strong brand image and generate a strong brand loyalty in order to…
Kotler, P. & Keller, K. (2008) Marketing Management. USA: Prentice Hall
Czinkota, M (2007). International Marketing. USA: Thomson South-Western.
Silk, A. (2006), What is Marketing? USA: Harvard Business School Press.
Evaluating the Effectiveness of an IMC Strategy
Given the complexities of IMC strategies and programs and their highly integrative nature, the metrics and key performance indicators (KPIs) used for evaluating them often align to every stage of the selling cycle. As the sales cycles for consumer products are often significantly faster and more focused on transaction speed than on long-term selling relationships, the metrics and KPIs of IMC strategies in these markets tend to focus on trial and repeat purchasing in addition to brand awareness (Caemmerer, 2009). In Business-to-Business (B2B) selling scenarios, the IMC strategies often have short, intermediate and long-term objectives that seek to attain a very high level of trust with potential and future prospects (Kliatchko, 2005). The truest measure of an effective IMC strategy in B2B markets is the company becoming a trusted advisor to potential and present customers (Caemmerer, 2009). Measuring the performance of IMC strategies…
The 2012 Digital All-Stars. (2012). Broadcasting & Cable, 142(33), 8-10,12,14-16,18.
Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.
Gonring, M.P. (1994). Putting integrated marketing communications to work today. Public Relations Quarterly, 39(3), 45-45.
Hongcharu, B., & Eiamkanchanalai, S. (2009). A comparative study of traditional mass media, the internet and mobile phones for integrated marketing communications. Journal of Business & Economics Research, 7(12), 31-40.
Ethics in Marketing
Ethics of Marketing
Ethics in Marketing
In order to realize themselves as socially responsible corporate entities, business organizations have to maintain a sound ethical track record in every aspect of their business (Arnold 2009). They have to formulate their business policies and strategies in such a fashion that no societal values are exploited and no human being is harmed in any way (Crane & Matten 2007). It is essential for organizations to keep themselves on the safest ethical path in their marketing, promotional, and general operational activities (Lamb, Hair, & McDaniel 2012). It cannot only save them from severe criticism by their stakeholders, but also contribute towards a sustainable future in their industry. especting the ethical values and social norms of a society helps an organization in standing on competitive grounds among its competitors and strengthening its public image (Abela & Murphy 2008).
Abela, A.V., & Murphy, P.E., 2008, Marketing with Integrity: Ethics and the Service-Dominant Logic for Marketing, Journal of the Academy of Marketing Science, 36 (1): 39-53
Arnold, C., 2009, Ethical Marketing and the New Consumer. Chichester: John Wiley & Sons
Crane, A., & Matten, D. 2007, Business Ethics: Managing Corporate Citizenship and Sustainability in the Age of Globalization. 2nd Edition. Oxford [u.a.]: Oxford University Press
Kurtz, D.L., 2012, Boone & Kurtz Contemporary Marketing. 15th Edition. Mason: South-Western Cengage Learning
1.3. Current promotion
The promotional strategy of Pantene is focused on strengthening the brand, creating awareness of the products and generating demand for them. In the case of the anti-dandruff shampoos, the largest market share is detained by Head & Shoulders and Pantene has for years been unable to rival the position of its competitor. The current promotional strategy is focused on informing the Australian customers that the company has created its own product to fight dandruff. Additionally, aside from the informational feature, the promotional strategies are also aimed at promoting the Pantene brand and attracting the Australian customers through the promise of healthy and beautiful hair in exchange for using the product.
The Pantene Pro-V anti-dandruff shampoos are promoted through a wide array of channels, the most popular being television commercials. Magazine advertisements are also common and the strategy is that of persuading the customers to buy Pantene (Buakanda,…
Promotion strategy, Buakanda, 2009, http://buakanda.blogspot.com/2009/08/promotion-strategy.html last accessed on April 11, 2011
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Wong, E., Pantene goes natural, Adweek, 2009, http://www.adweek.com/aw/content_display/creative/news/e3ie7ae6a91eebf611fa8fd91a7b3666e1f last accessed on April 11, 2011
Price war in shampoo market over, Business Standard, 2004, http://www.business-standard.com/india/news/price-war-in-shampoo-market-over/189903 / last accessed on April 11, 2011
Another way to increase the market share could materialize in product developments. This would ensure that the number of customers increases as the product offering becomes more diversified and is able to suit more tastes. Sales would immediately boost up, in part due to the promotional strategies, but the growth must be sustained even after the promotions are over. The reason for this specification is that several companies registered record sales during promotional periods, but the revenues were unsustainable in normal periods.
Constant communications with the final consumers and the retail customers would also help in identifying newer needs and trends. The satisfaction of these demands would eventually lead to more buyers and a significantly higher market share.
Improve customer relations good relationship with the customers, both end consumers as well as retail customers, is the key to a successful corporate outcome. In order to improve it, the company could…
Hays, C.L., 2004, the Real Thing: Truth and Power at the Coca-Cola Company, Random House, ISBN 037550628
Lloyd, M.E., 2008, Coca-Cola CEO: 2nd Half '08 to Remain Challenging in North America, CNN Money, last accessed on July 18, 2008
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2008, Ansoff Matrix, Strategy Vector Model, http://www.strategyvectormodel.com/index.php?option=com_content&view=article&id=56&Itemid=62last accessed on July 18, 2008
Ed Gold Scholarship
As might be expected of the eldest child of two Nigerian immigrants, I possess an abiding entrepreneurial spirit and drive to succeed. I joined the New York Investment Banking Consulting team at FactSet Research Systems in September 2001 and was quickly promoted to Senior Consultant and Account Executive. I simultaneously enrolled in an evening statistics classes at NYU and joined Weichert Realtors as a real estate agent. These varied commitments forced me to learn how to multitask and set priorities. I fell in love with real estate and enrolled in the graduate program at Cornell.
The real estate program brought opportunities to travel to and study emerging real estate markets in Nigeria and China. During this time, I earned the title of second runner-up in the Miss Nigeria in America Beauty Pageant. I used my platform to raise awareness about Nigerian issues in America. In 2008, I…
Exporting a Ready-to-Drink Cold Coffee Product to Australia
The following details a market plan to export a ready-to-drink cold coffee product to Australia. The product is similar to Starbucks Frappuccino, which is the market leader in the industry in America, having around 90% market share. The product is named Elixa and will be manufactured and sold in America as well as exported to Australia.
Australia as the Export Country of Choice
There are several reasons why Australia has been selected as the country of choice. Firstly, it is important to recognize that the product will also be sold and marketed in America. Australia has been chosen because of the seasonal variation compared to America, because the market leader Starbucks has not established a market in Australia, because it is a stable market and finally, because Australia is an Americanized market.
Firstly, the seasonal variation is important. As a cold product,…
Ball, D., & McCulloch, W. International Business: The Challenge of Global Competition. New York: McGraw Hill, 1999.
Department of Foreign Affairs and Trade. "Australia in Brief 2000: A diverse people." Commonwealth of Australia, August 23, 2002. Retrieved 15 October 15, 2002. URL:
Fischer, Jeff. 'Fool Conference Call Synopsis.' July 24, 1998. Retrieved October 15, 2002. URL:
Porter, M.E. "Competitive Strategy: Techniques for Analyzing Industries and Competitors." New York: The Free Press, 1980.
Volkswagen has a relatively small market share in the U.S., but has made infrastructure investments in order to address that. The company needs to make changes to its marketing program in order to support those infrastructure investments. Most important, this means changing the promotional program. The marketing message does not resonate with consumers, the media mix may not be cost effective, and overall spending may need to increase. This could necessitate changes in the advertising agency and shifts in the marketing message to build brand strength.
In addition, Volkswagen needs to leverage the increased cost flexibility that it will gain from its Mexican plant in order to become price competitive. To the best of its ability, it needs to benchmark its prices against category leaders. This will make the value proposition more appealing to consumers. The objective is to generate volume improvements, so undercutting benchmarks is highly desirable where it…
AdBrands.net. (2010). Volkswagen Group (Germany). AdBrands.net. Retrieved April 15, 2010 from http://www.adbrands.net/de/volkswagen_de.htm
Gopwani, J. & Phelan, M. (2010). VW aims to double U.S. market share. Detroit Free Press. Retrieved April 15, 2010 from http://www.freep.com/article/20100111/Business03/100111045/VW-aims-to-double-U.S.-market-share
Silver, N. (2009). The end of car culture. Esquire. Retrieved April 15, 2010 from http://www.esquire.com/features/data/nate-silver-car-culture-stats-0609
Awareness will also be created through social networking websites such as Facebook in order to capture target audience. These social networking websites can also play an effective role in assisting the firm to carry out pre-launch and post launch tracking studies for the effectiveness of the ad campaign.
In order to test the effectiveness of the MLX router's advertising campaign, a market survey would be carried out before formally launching the campaign. This will test how much awareness about the router is already there in the market and what is the scope of further sales. After formal launching of the advertisement campaign, another market survey would be carried out. This will test the awareness level in the target market about the router. The difference between the pre-launch and post launch survey will be used to measure the overall effectiveness of the campaign.
Additional Promotional Activities
Although the regular…
Brocade. (n.d.). Brocade MLX Routers. Retrieved from http://www.brocade.com/products/all/outers/product-details/netiron-mlx-series/index.page
List Building Toolkit. (2010). Research wireless internet router reviews before you purchase one. Retrieved from http://www.listbuildingtoolkit.com/research-wireless-internet-router-reviews-before-you-purchase-one
Articles Base. (2007). Netiron Mlx fuels foundry vs. Cisco battle. Retrieved from Netiron Mlx Fuels Foundry vs. Cisco Battle
AMEinfo. (2010). Brocade delivers on Brocade one promise with world's most powerful 100 Gigabit Ethernet Router. Retrieved from http://www.ameinfo.com/242238.html
The region's labor force was unable to cover the needs of the construction activity, which allowed for many immigrants to come and work here in the constructions sector.
But with the new economic conditions, it is expected that the level of constructions in the region will significantly decrease. New constructions mean new customers for TOTO. Less construction means less customers for the company.
Also, given the new economic and financial circumstances, it is expected that individuals' in comes will experience a decrease. This means that they may not invest in purchasing new toilets unless they absolutely need to.
In other words, the global economic and financial conditions that are also reflected in Catalonia may affect the company's initial sales on this market. The company's estimations regarding the volume of sales may prove to be optimistic.
However, a marketing campaign and a pricing strategy in accordance with the new economic and…
1. About TOTO (2009). TOTO USA, Inc. Retrieved April 15, 2009 from http://www.totousa.com/Default.aspx?tabid=71 .
2. Catalonia (2009). Wikipedia, the free encyclopedia. Retrieved April 16, 2009 from http://en.wikipedia.org/wiki/Catalonia .
3. Demographics (2009). IDESCAT, Official Statistics Website of Catalonia. Retrieved April 17, 2009 from http://www.idescat.cat/en/ .
4. Developing a Marketing Campaign (2009). CEW Publications. Retrieved April 17, 2009 from http://www.4hb.com/0107flmarketingcampaign.html.
The surveys should become an ongoing activity as customer behavior and preferences change quite often and the company needs to be aware of all changes to be able to adapt to them. For this, the company needs to have set up a system to send as many surveys online as possible to keep costs under control. Every customer should be asked to provide an email address, which can later be used for sending promotional messages, if the customer agrees to receive communications from Kerry Co. otential systems that meet these requirements are Zoomerang and Inquisite that have quite a large capacity of sending surveys for this kind of business. E-mail surveys are likely to be more appropriate for the young buyers, whereas the elder ones should be inquired about their satisfaction via phone or post, which is a more expensive method. Nevertheless, elders are likely to have a…
Pegram, K. 2000. Dollars & Sense - Take Advantage of Your Satisfied Customers. DWC Magazine, March Edition, www.dwconline.com
Wikipedia, Accessed Feb 2009. Key Performance Indicator. http://en.wikipedia.org/wiki/Key_performance_indicator
MARKETING PLAN - COOKWARE
The second type of competition is posed by the local pet care services, which -- similar to The Happy Pup Daycare Center -- are focused on small scale services, with an increased willingness and ability to customize the service offering. These local companies are however not as threatening as they all activate in an underserved market, and especially as they are geographically spread to several smaller areas, that seldom intersect.
d) Economic Analysis
The pet care services industry is expected to be influenced by the general state of the economy, with the understanding that an improved economic condition would generate an increase in the demand for pet care services, whereas an economic contraction would result in a decrease in the demand for pet care services. Today, the economy strives to revive from a recession and the demand for the pet care services would be contracted in comparison to its potential…
Moran, P.J., 2006, Pet sitting for profit, 3rd edition, John Wiley and Sons
2004, Doggie daycare is a booming business, Kennel Source, http://www.kennelsource.com/thesource/default.asp?f=2004/10&ID=21 last accessed on June 30, 2011
evolution Movies Marketing
Workers Protection Acts
Investigate ways in which community arts organizations develop and maintain an audience
In the recent past, there has been a notable improvement in the field of arts. Many people in the community are now garnering interest in arts like never before. As a result, there has also been an increase in the community art organization. This is of course due to the need to fulfill the demand for the interest in art. However, it is an enormous challenge for organizations to acquire audience. Furthermore, the bigger challenge is to maintain the audience that they already have. Therefore, it is imperative that there are strategies that can happen in both situations. Community art organizations need to use all the appropriate methods to acquire a new audience. This is possible through advertising although the most suitable is to get to know the target group. There should…
Carpenter, G., & Blandy, D.E. (2008). Arts and cultural programming: A leisure perspective.
Champaign, IL: Human Kinetics.
Cherbo, J.M., Stewart, R.A., & Wyszomirski, M.J. (2008). Understanding the arts and creative sector in the United States. New Brunswick: Rutgers University Press
Daragh O'Reilly. & Finola Kerrigan. (2010). Marketing the arts: A fresh approach. Taylor & Francis. London.
NIKE Marketing Analysis
Business environment consists of numerous factors and forces that impact the business organizations' ability to operate competitively and profitably in their industry. These forces exist at both micro and macro levels and require the business organizations to show quick response to the uncertainties and complexities which may arise in the business environment from time to time (Cadle, Paul, & Yeates 2010). These forces impact each and every aspect of the business operations like marketing decisions, segmentation, targeting, and positioning strategies, consumers' buying behavior, marketing or promotional activities, and others (Lamb, Hair, & McDaniel 2012). This paper presents a report on the marketing analysis of Nike, Inc. -- a well-recognized brand in the clothing, sportswear, and footwear manufacturing industry of the world. The major sections include; impacts of micro and macro environments on Nike's marketing decisions, the segmentation criteria which it uses in different markets, the…
Cadle, J., Paul, D., & Yeates, D. 2010, Business Analysis, 2nd Edition. Swindon: British Informatics Society
Kurtz, D.L., MacKenzie, H.F., & Snow, K. 2010, Contemporary Marketing, 2nd Edition. Toronto: Nelson Education
Lamb, C., Hair, J., & McDaniel, C. 2012, Essentials of Marketing, 7th Edition. Ohio: South-Western Cengage Learning
Nike, Inc. 2012, About Nike, Inc. Available from [Accessed September 30th, 2012]