social
Advertising 1
Advertising is a paid and controlled form of communication placed in media to reach a large audience. It allows companies to send messages directly to consumers at scale. It works because repetition helps people remember the brand, emotional shortcuts make decisions easier, and familiarity builds trust over time.
Some of the companies that spend the most on advertising are Amazon, Procter & Gamble (P&G) and Samsung.
Advertising Decisions
Advertising decisions follow a structured
Read MoreEssential Marketing Strategies and Business Sustainability
Four Common Advertising Objectives
- Informing: Provides information about a product or service (e.g., a plant-based burger ad explaining health benefits).
- Persuading: Convinces consumers to choose one brand over another (e.g., toothpaste brand comparisons).
- Reminding: Keeps the brand top-of-mind (e.g., Coca-Cola).
- Immediate Action: Encourages instant response (e.g., donation campaigns).
Four Common Advertising Budget Methods
- Affordable Method: Spending what is available; common in small businesses.
- Percentage
mk communication
Marketing communications are all the messages and media an organisation uses to influence perception, shape behaviour and build relationships, combining different tools and channels such as advertising, social media, public relations and direct marketing to communicate with consumers in a strategic way depending on how, where and when the message is delivered. This means marketing communication is not limited to one format but is a system of interactions designed to affect how consumers think and
Read MoreMastering Marketing Strategy and the 4Ps Framework
Introduction to Marketing and the Marketing Approach
Core Definition: Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
The Concept of Value: Value is the ratio between Perceived Benefits (product quality, service, image) and Perceived Costs (monetary price, time spent, effort, psychological risk). Marketing aims to maximize this gap.
The Marketing Process (The Funnel):
- Diagnostic: Analysis
Modern Retail Management: Strategies and Best Practices
1. Growth of Organized Retail in India
Introduction
Organized retail refers to structured retail formats like supermarkets, malls, and chain stores that operate with proper systems, billing, and branding. In India, organized retail has grown rapidly due to economic development, urbanization, and changing consumer behavior.
Factors Responsible for Growth
- Rising Disposable Income: Economic growth has increased middle-class income levels, enhancing purchasing power and demand for quality, branded products.
Strategic Brand Management: Principles and Frameworks
1. Distinguishing Between Brands and Products
Meaning
- Product: A physical item or service created to satisfy customer needs. It can be tangible (like a phone) or intangible (like a service).
- Brand: The identity, image, or perception of a product in the minds of consumers, including its name, logo, design, reputation, and emotional connection.
Nature
- Product: Functional; focuses on utility, features, and performance.
- Brand: Emotional and psychological; focuses on feelings, trust, and experience.
Creation
- Product: