Advertising & Media Essentials: Concepts and Strategies
Television advertising is one of the most powerful forms of mass communication that allows businesses to promote their products or services through visual and audio messages. It has a wide reach and can influence a large audience.
Television Advertising Advantages
Wide Reach: Television reaches millions of people, making it ideal for promoting mass-consumption products.
Visual Impact: Television combines audio, video, and motion, providing a more impactful and memorable advertisement.
Targeted Audience:
Marketing Communication Essentials
The Promotional Mix: 5 Considerations
Key factors influencing the promotional mix include:
- Resources Availability and Cost of Promotional Tools: The budget available for promotional efforts.
- Market Size and Concentration: The size and density of the target market.
- Customer Information and Product Characteristics: Including product price, complexity, and stage in the product life cycle.
- Push vs. Pull Strategies: The chosen approach to move products through channels or attract customers directly.
Stages
Read MoreKey Marketing Concepts: Brands, Value, Channels & Strategy
Core Marketing Concepts: Offers, Value, Channels
Understanding Offers and Brands
Offers provide consumers with a package of benefits to meet their needs. A brand represents an offer from a known source.
Value and Customer Satisfaction
An offer succeeds if it promises value and satisfaction to the potential buyer. Value reflects the benefits and costs the consumer perceives from the offer. Value is a fundamental marketing concept. Satisfaction reflects a person’s comparative judgments based on the results
Read MoreMarket Segmentation and Product Positioning
Market Segmentation and Positioning
Marketing specialists are not always aware of how to contact buyers from the market or in the same way, because there are many, they are geographically scattered and therefore have different needs. That’s why companies prefer market segmentation and mass marketing to develop market products and strategies to measure success/profitability. This way, vendors target the right audience, adjust price, distribution channels, and promotion.
What is Market Segmentation?
Read MoreHuman Resources and Organizational Development
- What are the main criteria for assessing the theory that undergirds sound practice?
- Importance
- Preciseness and clarity
- Parsimony and simplicity
- Comprehensiveness
- Operationality
- Empirical validity or verifiability
- Fruitfulness
- Practicality
- Compare Futures Theory and Chaos Theory
- Chaos Theory: Purposefully acknowledges and studies phenomena that are unsystematic and do not appear to follow the rules.
- Futures Theory: Critical for sustainable performance as it prepares one to recognize and cope with an evolving
Understanding Qualitative Research and Consumer Behavior
Qualitative Research:
Qualitative research refers to data obtained in investigations that are not subject to quantitative analysis. It can be applied to learn about attitudes, feelings, and motivations. This approach emerged in the mid-seventeenth century, pioneered by researcher Giambattista Vico.
Advantages:
– Often cheaper than quantitative research.
– Appropriate for understanding deep motivations and feelings of consumers.
– Can enhance the effectiveness of quantitative research.
Limitations:
– Cannot