CULS Czech University of Life Science Advertising: Getting the message across.

Slides:

Advertisements

Similar presentations

INTEGRATED MARKETING COMMUNI- CATIONS AND DIRECT MARKETING C HAPTER.

Advertisements

Promotion Means Effective Communications Marketing Chapter 15.

Promotion BDI3C. Promotion We use promotion to bring our product or service to the attention of the target market. Promotional activities include advertising,

Integrated Marketing Communications Strategy

Unit 2:Growing as a Business.   Advertising – most widely recognised Other forms of promotion:  PR – raise profile of business often through media.

Marketing Mix PROMOTION Notes Martin Krištof spring 2005.

MARKETING COMMUNICATION Marketing 360 Brian Gillespie.

KEY TERMS UNIT 6 (PROMOTIONS) Marketing. ANY FORM OF COMMUNICATION USED TO INFORM, PERSUADE, AND REMIND CONSUMERS ABOUT A PRODUCT. Promotion #1 SHOWNEXT.

Designing and Managing Integrated Marketing Communications

Seminar Pemasaran Strategi Komunikasi.

© 2003 Prentice Hall, Inc14-1 Market Communication.

Principles of Marketing

Chapter 14 Integrated Marketing Communication Strategy.

An Introduction to Integrated Marketing Communications

Promoting Products: Communication and Promotion Policy and Advertising

17 Designing and Integrating Marketing Communications 1.

17 Designing and Integrating Marketing Communications 1.

Advertising and Promotions Coca-Cola. Agenda ●Integrated Marketing Communications ●Types of advertising ●Developing Advertising Program ●Evaluating the.

Integrated Marketing Communication Strategy

Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy.

Integrated Marketing Communication Strategy

SPORTS AND ENTERTAINMENT MARKETING

PROMOTION MEANS EFFECTIVE COMMUNICATION

Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.

10 Media Strategy, Tactics, and Budget Decisions.

PROMOTION AND PROMOTIONAL MIX Review for Advanced Marketing.

Chapter 31: Using the marketing mix Promotion. What is promotion? The process of communicating with customers or potential customers Can be informative.

Copyright © 2007 Pearson Education Canada 14-1 The Communications Process Sender Message Media Receiver Action by Receiver / Feedback Noise.

14 -1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fourteen Communicating Customer Value:

Personal Selling. Personal communication of information to persuade somebody to buy something. Personal communication of information to persuade somebody.

Lesson 5: Innovation and new Product Development Innovation triggers. Market demand dynamics and innovation challenges Innovation adoption and diffusion.

Chapter 18 Promotion: Integrated Marketing Communications.

Principles of Marketing Lecture-32. Summary of Lecture-31.

Marketing Management 13 th of June Communicating Customer Value Integrated Marketing Communications Strategy.

Marketing Communications & Direct Marketing Chapter 16.

Andras BauerMarketing Management1 SENDER/ COMPANY CHANNELMESSAGE RECEIVER/ CONSUMER A SIMPLE MODEL OF COMMUNICATION.

Marketing Management • 14e

Communication mix or promotion mix

Principles of Marketing

Marketing Information Management Marketing Research.

2.02Classify the functions of marketing and the marketing mix.

Promotions HSS 5263 Sport Marketing Brian Turner.

© 2004 Mark H. Hansen MARKETING COMMUNICATION. Marketing Communication © 2004 Mark H. Hansen 2 Integrated Marketing Communication (IMC) 1 – provide answers.

© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 12: Designing Effective Promotion and Advertising Strategies.

MKT6 - Slide 1 to Advertising Strategies MKT6.

Copyright 2005 – Biz/ed The Marketing Mix in Travel and Tourism 2 BTEC Travel and Tourism.

Chapter 10: Marketing Communications Programs

MARKETING MARKETING © South-Western Thomson CHAPTER 15 Promotion Means Effective Communication 15.1 Promotion as a Form of Communication 15.2 Types of.

Integrated Marketing Communication Strategy

Session-38 Integrated Marketing Communications principles of marketing.

ADVERTISING N.P.. Advertising Advertising informs consumers about the existence and benefits of products and services and tries to persuade to buy them.

15-1 Communications Objectives Category need: Earning an MBA boosts salaries an average of 35% Brand awareness: University of Houston has a variety of.

 Definitions “The purpose of advertising is to sell goods, services or ideas to a large group of prospective purchaser”. -Huegy & Mitchell “ The main.

10 Media Strategy, Tactics, and Budget Decisions.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 14 Prepared by Deborah Baker Texas Christian University.

By: Ehsan Khodarahmi L7.  Explain the concepts, processes and benefits involved in developing integrated communications plans  Marketing communications.

1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 12 Prepared by Deborah Baker Texas Christian University.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations.

BUSS2 Marketing: using the marketing mix - promotion.

Chapter 4 Developing and Managing an Promotion Program.

The Marketing Mix Discussion of the 4Ps. What is the Marketing Mix? Often referred to as the 4Ps The variables through which a company carries out its.

The Promotional Strategy and Marketing Communication

Promotion considerations

Chapter 1 Introduction to Advertising

إدارة التسويق 11 إعداد د. محمود صالح.

Chapter 15: Integrated Marketing Communication Strategy

Advertising & Market Research

Engaging Customers and Communicating customer Value

Presentation transcript:

CULS Czech University of Life Science Advertising: Getting the message across

CULS Czech University of Life Science The Communication Process RECEIVER MESSAGE SOURCE MEDIA NOISE Preconceptions Word of mouth Culture Encoding Decoding

CULS Czech University of Life Science Cost of Reaching a Person with each Method of Communication Degree of personlisation of message High Low High cost TV Press Radio Posters Specialised press Direct mail Telesales Personal selling Low cost

CULS Czech University of Life Science Communication The Check List for communication should include the following areas: 1. Why do you need to communicate? 2. With whom do you need to communicate? 3. Which forms of communication to use? 4. What factors may hinder communication? 5. How might communications be improved? 6. How can the results of communication be measured?

CULS Czech University of Life Science Rules of Communication Who is the target audience? What’s the message? Which vehicles? How to communicate? Has it worked?

CULS Czech University of Life Science Creating an Advertisement I * Decide your objectives OBJECTIVES For the firm For the advert CREATING AN ADVERTISEMENT For the advertisement. Change opinions, attitudes. Be informative. Bring about conviction, enhance reputation. Change brand preferences. Make the customer try the product/service. Develop curiosity/enquiries

CULS Czech University of Life Science Advertising II PREREQUISITES. Clear objectives & policy. Identify advertising budget. Careful market research. Know restrictions/controls INTEGRATE with. New product development. Sales Departments. Promotions. Packaging & Distribution * How should it be integrated? * Pre-requisites Controls Market Research - voluntary - Market, area, size - statutory - Consumer characteristics - Behavioural characteristics New Product Development Stages: - Screening - Business Analysis - Development - Testing - Commercialisation Budgeting controls: - which media to use - frequency of exposure - sales promotion & merchandising