Effective Advertising: Strategies and Message Design
Advertising is a technique that informs the public about a product or service through various media channels to motivate consumer action.
Reciprocity is a common form of exchange in societies, operating outside of market economies. It exists in all cultures, as virtually all human beings live in societies and possess some goods or services to exchange.
Propaganda involves launching a series of messages designed to influence citizens’ values and behavior.
The Essence of Advertising: Capturing Attention
Advertising
Market Segmentation & Brand Positioning: A Research Guide
Using Market Research to Segment Markets
Why Use Market Segmentation?
Market segmentation is more commercially effective than mass marketing because:
- Buyers are more inclined to select products and services tailored to their needs.
- Companies can better ‘cut through’ the noise if their message resonates with a specific segment.
- Companies can selectively target specific parts of the market.
- Choosing with whom to do business (or not) is a fundamental principle of segmentation.
- Segmentation drives innovation.
Mastering Communication, Sales, and Personal Branding
Oral Communication for Beginners
Key Improvements for Beginners:
- Rambling vs. Organized: Structure your speech with a clear introduction, body, and conclusion.
- Poor Eye Contact vs. Direct Eye Contact: Maintain eye contact long enough to finish a thought (one thought per look).
- Cluttered Notes vs. Simplified Notes: Use concise, conversational talking points.
- Complex Slides vs. Clear, Simple Slides: Limit text and animations; aim for 2-3 minutes per slide.
- Fidgeting vs. Confident Posture: Move with purpose
Marketing Essentials: Supply, Demand, Segmentation, and Competition
Marketing Fundamentals: Supply, Demand, and Competition
Supply and Demand Relationship
- S << D: High unmet demand. Marketing is less critical. Prices are supplier-driven.
- S = D: Balanced supply and demand. Focus shifts to production output, advertising, and promotion.
- S > D: Increased competition as supply exceeds demand. Marketing plans emphasize production and inventory management.
- S >> D: Marketing becomes a strategic imperative for the company.
Market Segmentation
Market segmentation
Read MoreMarketing and Business Planning: Key Concepts
Marketing and Business Planning
Marketing identifies unfulfilled needs and desires. It defines, measures, and quantifies the size of the identified market and the profit potential.
A business plan is a written document that describes in detail how a business, whether new or established (undergoing a new strategic direction or adapting to market reality), will achieve its goals from a marketing, commercial, financial, and operational viewpoint.
Creating an Effective Business Plan
To achieve its goals,
Read MoreInternational Distribution & Marketing Communication
International Distribution Channels
Short Distribution Channels:
- Manufacturer → Final Consumer
- Manufacturer → Retailer → Final Consumer
Long Distribution Channels:
- Manufacturer → Wholesaler → Retailer → Final Consumer
- Manufacturer → Wholesaler → Cash & Carry → Final Consumer
Functions of Distribution:
- Transaction Function: Intermediaries between manufacturers and consumers.
- Logistic Function: Intermediaries and retailers allow product diversification, storage, and transportation.
- Product