Ads & Sales Midterm

Marketing

Creating, communicating, delivering, and exchanging value for customers and society.

Brand

A name/design/symbol that differentiates a product + an intangible asset creating value.

Advertising

Paid promotion intended to influence purchase behavior.

Positioning

Placing a brand in a specific market niche in consumers’ minds.

Tagline

external expression of positioning

Positioning Statement

how brand uniquely meets consumer need

True or False: Price impacts both perception and positioning

True

Generations Marketers Recognize

Greatest Generation, Silent Generation, Baby Boomers, Generation X, Millennials, Generation Z, Generation Alpha, Generation Beta

Global Media Spend

The total expenditure on advertising across various regions, reflecting growth and allocation in digital and traditional media.

Average Marketing Budget

~10% of company budget

Largest Advertisers

Companies that spend the most on advertising, ranked by total ad spending in billions, like Amazon, Procter & Gamble, and Capital One.

Advertising Holding Companies

Multibillion dollar entities owning many agencies, focusing on profits and stock price.

Informative Advertising

builds awareness, educates

Persuasive Advertising

influences attitudes/behavior

Reminder Advertising

reinforces need

Promotional Advertising

drives immediate action (offers, limited-time)

Informative Advertising

Advertising that creates awareness of brands, products, services, and ideas, announcing new products and educating about attributes.

Persuasive Advertising

Advertising aimed at convincing customers that a company’s services or products are the best, influencing them to take action.

Reminder Advertising

Advertising that reminds people about the need for a product or service and its features and benefits.

Promotional Advertising

Advertising that drives immediate sales or traffic through specific offers or time-limited incentives.

B2B

retail & corporate accounts

B2C

inbound + outbound sales

DTC (Direct-to-Consumer)

brands sell directly (e.g., subscriptions)

Product Extension

new versions (flavors, colors)

New Catergories

same brand, different format

New Product Line

entirely new product/brand

KPI’s

Sales, Market Share, Brand Sentiment, Website Traffic, Social Engagement, App Dowloads

Marketing Plan Components

Target Persona, Customer Journey, Value Proposition, Marketing Goals, Key Strategies, Pricing and Positioning, Marketing Channels, Tactics and Activities, Measures of Success (KPIs)

Marketing Research

Gathering data on consumer needs/preferences

Demographic Segmentation

age, income, gender

Geographic Segmentation

location

Psychographic Segmentation

lifestyle, values

Behavioral Segmentation

purchase behavior

Customer Journey Steps

1, Awareness

2. Consideration

3. Purchase

4. Service

5. Loyalty

6. Advocacy

True or false: The customer journey is linear

False

Marketing Research Process Steps

1. Define Problem

2. Research Objectives

3. Research Questions

4. Determine Sample

5. Data Collection

6. Analysis

7. Final Report

MarTech Stack

Simplify processes, Measure impact, Improve efficiency

MarTech Stack Compnents

CMS, Website Metrics, Email, Insights & Analytics, Experience Optimization, Social Media, CRM, SEO

Email Types

Newsletter, Transactional, Behavioral

Social Listening

Tracking online conversations to understand sentiment and trends.

Incremental Innovation

small improvements

Disruptive Innovation

new tech in existing market

Architectural Innovation

apply tech to new market

Radical Innovation

creates new industries

Disintermediation

removing middle men (direct buyer-seller)

Client Assignment Brief

From client → agency, Defines problem, KPIs, budget, timing

Agency Creative Brief

Internal agency doc, Simplifies strategy into creative direction, Built on key insight

Agency Types

Creative/Strategic, Media, PR, Social, Identity (branding), CRM, Direct Response, Brand Activation, Production, In-house

Strategist Role

Research, insights, trends

Account Manager

Client communication + relationships

Project Manager

Timeline, budget, execution

SOW (Statement of Work)

legal project agreement

Logistics

moving products through supply chain

Retailer Co-op

in-store promos + circulars