Marketing Agency

Types of Advertising Corporate Advertising Advertising designed to win an audience over to a specific point of view is called institutional or corporate advertising. LEARNING OBJECTIVES Distinguish between product-oriented advertising and corporate or institutional advertising… Types of Advertising

The Growing Importance of Word of Mouth Because of the increased role of sharing – or online “word of mouth” – the way many products and services are marketed has changed. LEARNING OBJECTIVES Define the… The Growing Importance of Word of Mouth

Measuring Success Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications. LEARNING OBJECTIVES List the most important analyses used to measure marketing performance KEY TAKEAWAYS Key Points… Measuring Success : most important analyses used to measure marketing performance

Determining a Budget Marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change. LEARNING OBJECTIVES Explain how the components of IMC influence the allocation of… IMC Budget: Marketing budgets aid in the planning of operations

Integrated Marketing Communications Setting Goals The ultimate goal of IMC is to unite all aspects of marketing communications so they work together seamlessly and harmoniously. LEARNING OBJECTIVES State the most common goals of integrated marketing… State the most common goals of integrated marketing communications campaigns

Trade vs. Consumer Promotions Trade promotions are targeted toward retailers while consumer promotions are targeted toward consumers. LEARNING OBJECTIVES Differentiate between trade and consumer promotions relative to a product’s marketing mix KEY TAKEAWAYS Key Points… Differentiate between trade and consumer promotions relative to a product’s marketing mix

Push and Pull Strategies Push and pull strategies are promotional strategies used to get the product to its target market. LEARNING OBJECTIVES Differentiate between push and pull strategies as part of a product’s promotional mix… Push and pull strategies are promotional strategies

Types of Buying Decisions Different types of buying decisions can involve logical, impulsive, and emotional motivations. LEARNING OBJECTIVES Distinguish between a consumer and business buying decision KEY TAKEAWAYS Key Points Buying decisions are based on… Different types of buying decisions

Characteristics of the Product The unique characteristics of a product should be used as inputs in determining the product’s marketing mix. LEARNING OBJECTIVES Examine how the characteristics of a product impacts the selection of a… Characteristics of the Product

Target Market Characteristics The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related. LEARNING OBJECTIVES Differentiate between different target market characteristics KEY TAKEAWAYS Key Points A geographic target market can… Target Market Characteristics