advertising test

the old 4 ps

product

place

price

promotion

which p is advertising

promotion

new 4 P’s of Marketing

people - target

purpose

participation

populace

SAVE

solution - product

access - place of distribution

value - prie

educating the consumer - ptomotion

brand

•The essence of what a product is  > in the minds of the consumer

Brand equity

The “value” of the brand in the minds of the consumer

How does the basic communication process work?

Sender > Encoder (designing and writing an attention-getting message) > Transmission device (AKA MEDIA)

 

< Decoder (message is being received by one of the receiver’s senses)  < Receiver(quality communication takes place when the receiver decodes or understands the message as it was intended)  < Feedback (purchases, inquiries, store visits, website hits, etc.)

Noise

•Anything that distorts or disrupts a message:

Clutter

•When consumers are exposed to hundreds of Advertising messages a day – and tune out most of them.

•As consumers, we’re exposed to more messages than we can possibly “digest” or remember.

Integrated Marketing Communication

 Coordination and integration of message and media tools (with consistency of message) into a seamless program, maximizing media selection and making the most impact on customers, stakeholders, internal employees, etc (page 25)

IMC Plan,
Page 26

 Current Situation

 SWOT Analysis

 Marketing Objectives

 Target

 Strategies

 Tactics – details of what you are doing

 Implementation – when you launch, etc

 Evaluation of performance – such as sales, memberships, followers,

SWOT:

Stregth, weakness, opportunity, threats

Strategies

HOW – How are we going to approach this project.

Positioning

 where does our product “sit” compared to its competitors and where do we want it to sit?

Differentiation

what’s our product’s USP?  (unique selling proposition) What makes it different from others?  Or better, cheaper, classier, tastier – you get the picture.

Brand Strategies

 Bigger picture than Tactics; more general.

Tactics

 Day by day specifics:

 Mobile, email and Instagram Ads – 3 x each week. 

 Supported by Magazine ads in The Voice every other month. For one year.

 It can even include your specific messaging.