Note: This blog is sorta marketing-related and less frequently updated than other blogs that I author.
If you are more of a techy-geek than a marketing wizard then cre8ive hut
will be much interesting for you.
Volkan.
Volkan.
12.21.2005
Marketing Communications
Well, I'm gonna have an International Marketing final tonight and I think the best way to study it is by summarizing.
And since I type faster than I handwrite, I decided to write my summaries as blog entries.
Besides, it has been a long time since I have not written to my lovely blog.
Let us start with Marketing Communications. Marketing communications is basically the promotion P of the marketing mix. It includes advertising, public relations, sales promotion and personal selling.
When a company embraces integrated marketing communications; it recognizes that various elements of the company's communication strategy must be carefully coordinated.
The effort required to create a global campaign forces a company to determine whether or not a global market exists for its product. The trade-off betweeen standardized and adapted advertising is often accomplished by means of pattern advertising, which can be used to create localized global advertising.
The starting point of development is the creative strategy. This is a statement of what the message will say. The people who create ads often seek a big idea that can serve as the basis of a memorable and effective message.
The advertising appeal is the communication approach -rational or emotional- that best relates to the buyer motives.
The selling proposition is the promise that captures the reason for buying the product.
The creative execution is the way an appeal or proposition is presented.
Art direction and copy must be created with cultural considerations in mind. Perceptions of humor, male-female relationships, and sexual imagery vary in different parts of the world. Also media availability varies considerably from country to country.
Also when selecting media, marketers are sometimes constrainted by laws and regulations or by literacy rates.
A company utilizes public relations to foster goodwill and understanding among constituents both inside and outside the company. In particular, the PR department attempts to generate favorable publicity abut the company and its products and brands.
Many companies make use of various types of advertising, including image advertising and advocacy advertising.
Public relations is also responsible for providing accurate, timely information especially in the events of a crisis.
And since I type faster than I handwrite, I decided to write my summaries as blog entries.
Besides, it has been a long time since I have not written to my lovely blog.
Let us start with Marketing Communications. Marketing communications is basically the promotion P of the marketing mix. It includes advertising, public relations, sales promotion and personal selling.
When a company embraces integrated marketing communications; it recognizes that various elements of the company's communication strategy must be carefully coordinated.
The effort required to create a global campaign forces a company to determine whether or not a global market exists for its product. The trade-off betweeen standardized and adapted advertising is often accomplished by means of pattern advertising, which can be used to create localized global advertising.
The starting point of development is the creative strategy. This is a statement of what the message will say. The people who create ads often seek a big idea that can serve as the basis of a memorable and effective message.
The advertising appeal is the communication approach -rational or emotional- that best relates to the buyer motives.
The selling proposition is the promise that captures the reason for buying the product.
The creative execution is the way an appeal or proposition is presented.
Art direction and copy must be created with cultural considerations in mind. Perceptions of humor, male-female relationships, and sexual imagery vary in different parts of the world. Also media availability varies considerably from country to country.
Also when selecting media, marketers are sometimes constrainted by laws and regulations or by literacy rates.
A company utilizes public relations to foster goodwill and understanding among constituents both inside and outside the company. In particular, the PR department attempts to generate favorable publicity abut the company and its products and brands.
Many companies make use of various types of advertising, including image advertising and advocacy advertising.
Public relations is also responsible for providing accurate, timely information especially in the events of a crisis.
