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Chapter 9 - New Kid on the Block

by: KUMIKO Notetaker

Chapter 9 - New Kid on the Block B216

Marketplace > Republic Polytechnic > Social Science > B216 > Chapter 9 New Kid on the Block
KUMIKO Notetaker
Gerrard Ong

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About this Document

Hi guys! Hopefully my detailed note of lesson 9 is helpful for you!
Gerrard Ong
Class Notes
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This 0 page Class Notes was uploaded by KUMIKO Notetaker on Sunday December 6, 2015. The Class Notes belongs to B216 at Republic Polytechnic taught by Gerrard Ong in Summer 2015. Since its upload, it has received 43 views. For similar materials see Marketing in Social Science at Republic Polytechnic.


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Date Created: 12/06/15
Elliott Ml rlmlng Bellini Promotion Tools Advertising Public Relations Sales Promotion Personal Selling Direct Marketing Chante r 9 New Kid on the Blo k IMEJ Dominant air and compelling mmpam and brawl mung De nitions Examples Advertising is paid non Broadcast personal communication print Internet from an identi ed sponsor outdoor using mass media eg TV Radio etc to persuade or in uence an audience Press releases sponsorships special events Building good relations with the company39s various publics by obtaining favourable publicity building up a good corporate image and handling or heading off unfavourable rumours stories and events Shortterm incentives to Discounts encourage the purchase or coupons sale of a product or displays service Personal presentation by Sales the firm39s sales force for the purpose of making sales and building customer relationships presentations trade shows Direct connections with Catalogues carefully targeted telephone individual consumers to marketing both 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Informative Advertising Communicating customer value Suggesting new uses for a product Building a brand and company image Informing the market of a price change Telling the market about a new product Describing available services and support Explaining how a product works Correcting false impressions Persuasive Advertising Building brand preference Persuading customers to purchase now Encouraging switching to a brand Persuading customers to receive a sales call Changing customer Convincing customers to perceptions of product tell others about the brand value Reminder Advertising Maintaining customer Reminding customers relationships where to buy product Reminding consumers that Keeping the brand in a the product may be needed customer s mind during off in the near future seasons Message About Product Message About Price Message About Other Promotions Message About Distribution 3 Setting the Advertising Budget Percentage of Sales What is Affordable Best Guess 39 7113if39ai itpiiii gj ff 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Evaluating Campaign Results Audience Size Audience Type Characteristics of the Advertisement 0 Run Time eg length of television or radio ads 0 Size eg print ads size billboard size 0 Print Style eg blackandwhite vs color 0 Location in Media eg back magazine cover vs inside pages Pro le of Major Media Types Medium Newspa pers Televisio n Direct mail Radio Magazin es Outdoor Online Advantages Flexibility timeliness good local market coverage broad acceptability high beHevabH y Good mass market coverage low cost per exposure combines sight sound and motion appealing to the senses High audience selectivity exibility no ad competition within the same medium allows personalization Goodlocal acceptance high geographic and demographic selectivity low cost High and demographic selectivity credibility and prestige high quality reproduction long life and good passalong readership Flexibility high repeat exposure low cost low message competition good positional selectivity High selectivity low Limitations Short life poor reproduction quality small passalong audience High absolute costs high clutter eeting exposure less audience selectivity Relatively high cost per exposure quotjunk mailquot image Audio only eeting exposure low attention the half heardquot medium fragmented audiences Long ad purchase lead time high cost no guarantee of position Little audience selectivity creative limitations Small cost immediacy demographically interactive skewed audience capabilities relatively low impact audience controls exposure Digital Marketing Tools and Techniques Public Relations PR Pu mil2 runmam no Till113 l Mx dlla Hulat Earns mmuni t r H l tinnm 3 Ephi fhi rpv SPQ E rihll Eugenianil Eunnts H m I Fl E Er Eau I illII Ens Diflwillll 5 gal Mi EliI EliI quotHi 39i39 F39uhllgigiing I39ilr r a Ev lnl39 39iEEHE El 53 product Eur campany El nHE 113 l n n mr39iti brand reta nptimn V39E39EEE EPP P i l f 12E r 5 i i ii i39 l i lmd EEiTHEE IIWEI ll s39ilf 39I atajtiJ Han w i l39l39ri FI n1 ringcilia Eageramen Tuna mums medial paza al E39sElwin aria Eraup 69m mun lia l EElILii nHi mama Him iu39ill 39i i Sill iIEiILiI seamm quot 39ri r 39mr vlla quothm Fl Fr 55 Gunfire t the EDFFEEE Emile tn HalQKE39II39iiltluii t E r lklr ir Realm in l l w IIIE39EIE i IHdIEEHEE E W k3739quotquotriu t 1 339quot j suit i ur39kufEu i r r I EurI l lly quot 5quot ML 5 Iain I i ing VS Public Relation Eu ntrrn I thtllla ElFE lib iII it lLiJWElr H iigiIEir Ez h lM nurse 39 t rial Legs aunter Hi Frequency Schedlulahle Uncuntrr iiable E gt Hilghf ipEtlflc L 39w39 I Ljnspg lli i ti F lrexi h i lit if H igh 39T i m i ng l i TE Putative Ethical Issues regarding Advertising and Public Relations IEthiisall issues gt Advertisements should MEET Legality eenrlzain anything illegal Decermy contain anything that i5 offensive to standard of decency Honesty abuse the trust of consumer or exploit his task of experiential Kemertiis or knoMedge Fear superstition violenee play on Fear exploit superstition sur suppaorl actE nitriderice 39i39ruthful presentation mislead in anyway by inaecuracy ambiguity exaggeration or omission Eailety show disregard for satiety Portrayal of Famous puma anyone in a manner diisresipeeti ul of their dignity Ehiidlren and Valuing People exploit the natural creduiity of children or iaIzii of empe ence of young people Social and Famiin Values distant or misinterpret Singapore395 social and family value lilo nadmig ration unfairly attack or diseredit other products organisations orquot rofessienals Learning Outcomes Identify the objectives of advertising campaigns Discuss the stages in the development of an advertising Compare various advertising media Identify major PR tools Evaluate the different marketing strategies that can be applied to a digital environment LJ39gtLJlJll I Need answers Feel free to drop me an email 15043445 myrpedusg


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