Advertising awareness and recall metrics

Marketing Research, Metrics, Promotion - Advertising / By

Advertising awareness metricsIn 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, namely;unprompted advertising […]

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Hierarchy of effects model and share of hearts

Buyer Decision Process, Consumer Behavior, Metrics / By

Hierarchy of effects model and share of minds and share of heartsThere are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model usually included in a Philip Kotler marketing textbook. The following diagram is an expansion of the

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Types of Advertising

Promotion - Advertising, Promotion Concepts / By

 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 types of organizations:

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Extra communication challenges in today’s media environment

Marketing Environment, Promotion Concepts / By

 What are the extra communication challenges faced in today’s media environment?As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.Less control of messageNeed more variety of communication toolsNeed to be more entertainingUse of social mediaComparison sites, forums and message boardsInfluence of independent bloggersMore

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The difference between advertising and integrated marketing communications

Marketing Strategy, Positioning, Promotion - Advertising, Promotion Concepts, Services Marketing, Videos / By

 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 most of

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Video example of the promotional era

Introductory Concepts, Videos / By

 The difference between the marketing concept and the promotional eraIn a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras.Typically there are five different concepts usually discussed in these textbooks,

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