Key Marketing Communication Methods: Advertising, Promotions & IMC
Traditional Advertising Methods
Traditional advertising encompasses various strategies to reach consumers and businesses through established media channels.
Consumer-Oriented Brand Advertising (COBA)
Consumer-Oriented Brand Advertising (COBA) focuses directly on individuals, delivered via a wide range of possible media. This Business-to-Consumer (B2C) approach typically utilizes mass media such as television, radio, and newspapers, especially for national and international advertisers. Television is
Read MoreMastering Advertising: Definitions, Objectives, and Media Strategies
Understanding Advertising: Core Concepts
According to William J. Stanton, “Advertising consists of all activities involved in presenting to an audience a non-personal, sponsor-identified, paid message about a product or organization.”
The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor.”
Advertising is used for communicating business information to present and prospective customers.
Strategic Business Frameworks and Concepts
Blue Ocean vs. Red Ocean Strategy
- Blue Ocean Strategy focuses on creating uncontested market space.
- Red Ocean Strategy competes in existing market space.
- Blue Ocean Strategy makes the competition irrelevant.
- Red Ocean Strategy aims to beat the competition.
- Blue Ocean Strategy creates and captures new demand.
- Red Ocean Strategy exploits existing demand.
- Blue Ocean Strategy breaks the value/cost trade-off.
- Red Ocean Strategy makes the value/cost trade-off.
- Blue Ocean Strategy aligns the whole system of a company’
Essential Marketing Concepts and Strategic Applications
1. Robert J. Dolan’s Marketing Model
What does Robert J. Dolan’s model suggest marketing is about?
a. Creating value through the 5 Cs analysis, segmentation, targeting, positioning, product, placement, and promotion strategy; capturing value through price strategy; and holding value through strategies for acquiring and retaining customers.
2. B2B vs. B2C Marketing Differences
Which statement correctly highlights a difference between B2B and B2C marketing?
d. Customers in B2B markets are limited, and
Read MoreStrategic Business Growth & Brand Development
Strategic Partnerships for Business Growth
A strong partner is an organization that complements a company’s core mission. For example, a public institution such as:
- A school
- A healthcare center
- A non-profit focused on public safety
These partnerships offer valuable synergies and mutual benefits. The company gains access to a broader audience, and the partner receives specialized services. Such collaborations can significantly enhance a company’s reputation, visibility, and trust within the community.
Read MoreStrategic Market Segmentation and Brand Positioning
Market Segmentation, Targeting, and Brand Positioning
Chapter 3: Market Segmentation & Target Marketing
1. Market Segmentation
- Definition: Dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes.
- Reasons for Segmentation:
- Better understanding of customer needs.
- Efficient allocation of resources.
- Improved marketing effectiveness.
- Enhanced customer satisfaction and loyalty.
2. Bases of Segmentation
- Demographic