Marketing Communications: Strategies, Products, and Content
Marketing Communications
Marketing Communications encompasses all messages and media used to communicate with the market, including advertising, sales promotion, public relations, direct marketing, social media marketing, branding, packaging, digital advertising, influencer marketing, word of mouth, and sponsorship.
Product Levels and Types
A product is anything offered to a market for attention, acquisition, use, or consumption that satisfies a need. Product levels include core, actual, and augmented
Read MoreCulture, Subculture, and Consumer Behavior: Key Factors
What is the Difference Between Culture and Subculture?
A subculture is a self-contained group of people who share common interests, lifestyles, beliefs, conventions, norms, style, or preferences. Culture encompasses language, social conventions, beliefs, art, literature, music, customs, pastimes, values, knowledge, recreation, mythology, ritual, and religion. Culture defines the accepted patterns of conduct in a specific society, according to the components of culture. It enhances people’s awareness
Read MoreDigital Transformation: Impact on Business and the Economy
Introduction and General Information
Key Concepts
- Digitization: The process of converting analog information into digital format (0s and 1s), which enables storage and transmission of business data.
- Digitalization: The use of digital technologies to modify existing processes within an organization. Key aspects include:
- Process optimization
- Creating additional customer value
- Involves socio-technical changes in organizational structure
- Digital Transformation: Significant changes driven by emerging technologies
Brand Strategy: Key Concepts and Techniques
Key Concepts in Branding
- Rebranding: Not only the evolution of the logo, but a strategic brand decision.
- Restyling: Modification of the Corporate Visual Identity (CVI) to refresh or update it.
- Genericide: The trademark becomes a common name (e.g., Tipp-Ex, Kleenex).
- Private Labels: Same product manufactured by different companies (e.g., Fuet Espetec, Tarradellas).
Brand Name Characteristics
- Memorable: Easily recognized (e.g., Apple).
- Meaningful: Descriptive name for the product (e.g., Whole Foods).
- Likable:
Sustainable Development: From Brundtland to Corporate Responsibility
Brundtland Commission (1987)
- Also known as the World Commission on Environment and Development.
- Chairperson: Gro Harlem Brundtland, appointed by the UN in 1983.
- The UN General Assembly was concerned about the deterioration of the environment and natural resources.
- The Commission released Our Common Future.
- This document popularized the term “Sustainable Development”.
Brundtland Report
The 1987 Brundtland report, Our Common Future, helped define sustainable development. In 1983, UN Secretary-General Javier
Read MoreDigital Marketing and Web Optimization Essentials
What is Image Optimization?
Image optimization refers to the process of reducing the file size of images without compromising their quality, ensuring faster loading times and better performance of web pages. This involves several techniques, including compression, resizing, and using appropriate file formats like JPEG, PNG, or WebP. Compression reduces the file size by removing unnecessary metadata and using algorithms that maintain visual integrity while minimizing data. Resizing ensures images