Advertising awareness metrics In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics. There are four main advertising awareness metrics that can be measured through a questionnaire, …
Brand awareness: often the first marketing communications goal Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications plan for a new brand is to build awareness of the brand. What is brand …
Marketing strategy in the promotional era Today most firms operate in line with the marketing concept or the societal marketing concept. However, if we go back in time, firms tended to operate with a sales and/or promotional focus. This video highlights Crocker Bank from 1970. It is taken from a documentary on the advertising …
The process of communication can be understood using a model usually referred to as the ‘Communication Process’ or as the ‘Encoding/Decoding’ model. The model has nine parts: source/sender, encoding, message, media channel, decoding, receiver, and response, noise and feedback.
What is Advertising? Advertising is one of the forms of promotion or marketing communications used by organizations. Advertising can be defined as any paid form of communication between an organization and the marketplace, which promotes the products, services or the organization itself. Advertising is a very common form of promotion, used by almost all …
When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the sales/promotion era of marketing.) For …
The difference between advertising and integrated marketing communications Find Out More…
One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000). The four stages model of integrated marketing communications (IMC) As can be seen in the model, the four stages are: Tactical coordination of …
Understanding the four stages of integrated marketing communications Find Out More…
What is meant by “execution” in an advertising sense? In advertising and communication programs, one of the challenges is to execute a good creative idea. Marketing students sometimes have difficultly understanding how an idea may or may not be executed well. This is because, in theory, once a creative campaign has been planned out, …
Different Execution of a Communication Message Find Out More…
