marketing and advertising.docx
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marketing and advertising.docx
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marketingandadvertising
Chapter1Introductiontomarketingandadvertising
Doingmarketresearch
Liaisingwiththesalesdepartment
Providingsupportforcustomerservice
Drawingupamarketingplan
Showingvisitorsaroundthecompany
Writingpressreleases
Commissioningadvertising
Creatingadvertisements
Presentingatatradefair
Talkingtocustomers
Speakingtojournalists
Readingtrademagazines
Questions:
1.Arealloftheseactivitiesdoneinyourcompany?
Ifnot,whichonesareoutsourced?
2.Whichoftheactivitiesareyouresponsiblefor?
Whicharemostimportantinyourjob?
3.WhodoyouspeaktoinEnglish?
Whatabout?
WhatEnglishtextdoyouread?
WhatdoyouwriteinEnglish?
4.WhatisthemostdifficulttodoinEnglish?
Marketingassistant
Hisorherprimaryresponsibilityistoprovidedirectsupporttothemediabuyers.S/hewillalsotrackmediamentions,supportcustomerservice,manageourrelationshipmanagementtools,andprovideotherassistancewithinthemarketingdepartmentwhenneeded.
Directorofmarketing
Thesuccessfulcandidatemustbeanexcellentmanagerandhaveaproventrackrecordinleadingalargedepartment.Themissionistodevelopandexecuteacomprehensivemarketingplanthatreinforcesourleadershipposition.Directresponsibilitiesincludemediarelations,PR,marketingcommunications,planningandmore.
HearofPR
Thejobinvolvesmanagingallaspectsofpublicrelations,publicity,etc.Therightpersonwillhavesolidwritingskillsandstrongrelationshipwiththeappropriatemediaoutlets.ThepositionreportsdirectlytotheCEO.Thesalaryisbasedonexperience.
Brandmanager
Youwillberesponsiblefordevelopingandexecutingbrandstrategiesandmarketinginitiativesforanassignedproductlinetomeetrevenue,profitability,andbudgettargets.Requiresstrongknowledgeofmarketingprinciplesandpractices,andtheabilitytoleadcross-functionalteamstoaccomplishasuccessfulgo-to-marketstrategy.ThispositionreportsdirectlytotheDirectorofMarketing.
1Mediamentions
Itemswherethecompany’snameisseeninnewspapers,magazines,andwebsites.
2Customerservice
Thedepartmentthatdealsdirectlywithcustomers
3Brandstrategies
Waysofpromotingabrand
4Productline
Arelatedseriesofitemssoldbyacompany(e.g.educationsoftwaretitlesofferedbyapublisher)
5Strongknowledge
Goodunderstanding
6Primaryresponsibility
Maintaskorfunction
7Publicrelations
Communicationwiththegeneralpublic
Adagency
Thiscompanyisresponsibleforcreatingadvertisement.
Artdirector
Thispersonsupervisesthedesignstaff.
Copywriter
Thispersonwritesthetextforadvertisement.
Graphicdesigner
Oneofthisperson’sresponsibilitiesistocreatelogos
Marketresearchfirm
Thiscompanymightconductasurveytofindoutmoreaboutyourcustomer.
PRofficer
Thispersoninteractswiththemediatocommunicateimportantcompanyinformationtothepublic.
Talkingaboutjobdescriptions
Thejobinvolves…
You/Thesuccessfulcandidatewillberesponsiblefor…
Therightpersonwillbeinchargeof…
Directresponsibilitiesinclude…
Wehavethreemainbrandvalueswhichwetrytoprojectinallourinternalandexternalcommunication.Thefirstis‘quality’.Ourcustomersassociateuswiththehighestqualityproducts.Thesecondis‘safety’.Asyouprobablyknow,ourproductsarewidelyseenasthesafestonthemarket.Andthethirdis‘environmentalcare’,whichisarelativelynewbrandvalueforus,butonewhichwillbecomeincreasinglyimportantinthefuture.
I’dliketotellyousomethingaboutourbrandvalues.Thefirst,andthemostimportant,is‘trust’.Inabusinesslikeours,customershavetotrustuscompletely,andthat’ssomethingwecanpromotethroughourbrand.Thenwehave‘innovation’.Wehavealwayshadareputationforcomingupwithnewproducts,andwetrytoemphasizethatthroughourbrand.Anotherkeybrandvalueis‘customerfocus’.Forus,thecustomeralwayscomesfirstandwewanttoconstantlyremindbothourselvesandourcustomersofthatfact.
Letmejustmoveontotalkalittleaboutourbrandvalues.Itwillcomeasnosurprisetoyouthatourtopbrandvalueis‘greatvalueformoney’.That’ssomethingwecontinuallycommunicateinourmarketing.Thenextis‘fun’.Hopefullyis
Brandname:
whatabrandiscalled.
Brandawareness:
howmuchpeopleareawareofabrand.
Brandidentity:
whatacompanywantspeopletothinkaboutabrand.
Brandimage:
whatpeopleactuallythinkaboutabrand.
Off-brand:
whenaproductdoesn’tfitthecompany’sbrand.
Brandequity:
thevalue(eithermonetaryornot)thatabrandaddstoaproductorservice.
Brandloyalty:
whenpeoplelikeabrandandbuyitagainandagain.
Branding:
whenaproductorserviceisassociatedwithabrand.
Brandextension:
whenanexistingbrandisusedtosupportanewrangeofproducts.
Derivedbrand:
whenacomponentofaproductbecomesabrandinitsownright(e.g.IntelinPCs)
BrandlovebyPeterVane
Branding,branding,branding:
Ifyouhaven’theardtheword,you’vebeenunderarockofthelast,oh,tenyears.Butisallthetalkaboutbrandingjustsomuchhype?
Inaword:
no.Ithinkthatbrandingisthemostimportantpointyourcompanycanconsider–andeveryoneshouldconsiderit.Andthoseofyouwhoselltocompanies–officechairs,obscurechemicals,youknowwhoyouare–youshouldbepayingattentiontoo.
It’snotenoughjusttohaveeveryonerecognizeyourbrandnameoryourlogo.Brandingisaboutconnecting,afterall,andeveryoneinmarketingneedstoknowhowtomaketheirproductconnecttotheircustomer.Thebestbrandhasarationalaswellasemotionalappeal,andspeakstoyourcustomer’sheadaswellashisorherheart.Youwantyourbrandtobesomethingthecustomerknowsisthebest–andfeelsisthebesttoo.
Todayeveryone’stalkingaboutiPods,andnotjustasstate-of-the-artmusicaldevices.WhenpeopletalkabouttheiriPods,youmightthinkthey’retalkingaboutabestfriend:
‘I’dnevergoanywherewithoutit!
’‘IfIhadtochoosebetweenmyiPodandmygirlfriend,well…’despitethenumberofme-tooproductsdesignedtocompetewiththeiPods,theoriginalstillhasthelargestmarketshare.Why?
Brandloyalty.
Andremember,onceyou’veinspiredbrandloyaltyinyourcustomers,youcan’tbetraythemandchangethestoryofyourbrand.Cadbury,forexample,hasareputationfortheirchocolates.ButwhentheyintroducedCadbury’ssoup,itflopped.Theproblemwasthattheproductwasoff-brand,anddidn’tfitwiththeexpectationspeoplehadaboutCadbury’sproducts.
Sorememberthatwhenyou’retellingastoryaboutyourproduct,thestoryhastobeconsistent.Veryfewproductsliveforever.IPodsmightalreadybeyesterday’snews.Butestablishyourbrand,andpeoplewillrememberit.WhenAppleintroducesitsnextnewidea,millionsofpeoplewillbepayingattention,readytofallinloveagain.
Chapter2Findingthecustomer
Emailloyalcustomersdirectlywithoneortwoquestions.
Examinethesearchtermsthatpeopletypeintoyourwebsite’ssearchfunction.Whichitemsarepeoplelookingfor?
Scheduleasocialevent,suchasawinetasting,forexistingorpotentialclients,andusethisasanopportunitytofindoutmoreaboutwhattheywant.
Compareyourmarketingapproachwiththatofyourcompetitors.Whatareasaretheytargetingthatyouaren’t?
Readtradejournalstolearnaboutnewtrend.Thiswillhelpyoustayaheadofthecompetition.
Studyyoursalesrecordstoseewhatfactsyoualreadyhaveaboutthepeoplewhobuyfromyou.
Spendtimeinashoporatatradefairlisteningtopeople.Whatdotheytalkabout?
Whatquestionsdotheyask?
Relevantresponse:
usefulanswer
Wedidanonlinesurveybutwedidn’tgetmanyrelevantresponse.Mostofthevisitorstoourwebsitearen’tcustomers.
Skewedsample:
asurveygroupwhichisnottypicalofatargetgroup
Askewedsamplewillmakethedatayougatherworthless,sothinkcarefullyaboutwhofillsinyourquestionnaires.
Prototype:
modelofaproductindevelopment
Oncetheproductdevelopmentdepartmenthascreatedaprototype,wecandisplayitattradefairs.I’msureitwillattractmorepeopletoourstand.
Responserate:
percentageofpeoplewhocompleteasurvey
Eventhebest-designedsurveysonlyhavearesponserateofabout4%,sodon’tsetyouexpectationtoohigh.
Targetmarket/group:
thegroupofpeopleacompanywantstosellto
Rolex’stargetmarket/groupiswealthypeoplewhoseeawatchasastatussymbol.
Userprofile:
informationknownaboutacustomer
Whenyoulogontoawebsite,thepagesyoulookatandtheamountoftimeyouspendonthemaresavedinyouruserprofile.
Saucesofavailabledata
Collectionofnewdata
Salesstatistics
Opinionpolls
Purchasinginformation
Desk/filedresearch
Feedbackforms
Emailsurveys
Panelsurveys
Pre-testing
Purpose
Todecidewhatthedemandisforachild-specificmobilephone,toseewhatfeaturesareimportanttothetargetmarket,andtogaugeinterestintheproduct.
Majorfindings
Itisveryimportanttorestrictthenumbersthatcanbedialedandtoincludeaheadset.Atrackingsystemissomewhatimportant.Potentialcustomersarewillingtopayupto100GBPforsuchaproduct.Respondentswithchildrenorwithcloserelativeswhohavechildrenareveryinterestedinbuyingsuchaproduct.Parentsareveryconcernedaboutthepossiblehealthdangersofchildrenusingmobilephones.
Secondaryfindings
Designandsizeareunimportant,buttheproductshouldbedurable.
Appendices
1)Demographics
2)Tabulatedsurveyinformation
3)Selectedcomments
Everycompanyshould
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