In progress visual communication and advertising pdf
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- Visualizations That Really Work
- Graphic Design Specialization
- Social Media Marketing Plan Template Pdf
Digital Marketing Rfp Example. Over the years, Chris has consulted on digital marketing strategies for some of the biggest brands in the world.
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Visualizations That Really Work
Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce. Known as market orientations, they determine how marketers will approach the planning stage of marketing. The marketing mix, which outlines the specifics of the product and how it will be sold,   is affected by the environment surrounding the product,  the results of marketing research and market research ,   and the characteristics of the product's target market.
The term marketing, what is commonly known as attracting customers, incorporates knowledge gained by studying the management of exchange relationships   and is the business process of identifying, anticipating and satisfying customers' needs and wants. Marketing is defined by the American Marketing Association AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".
The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Philip Kotler defined marketing as "Satisfying needs and wants through an exchange process". The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".
In the past, marketing practice tended to be seen as a creative industry, which included advertising , distribution and selling. However, because the academic study of marketing makes extensive use of social sciences , psychology , sociology , mathematics , economics , anthropology and neuroscience , the profession is now widely recognized as a science.
The process of marketing is that of bringing a product to market, which includes these steps: broad market research; market targeting and market segmentation ; determining distribution, pricing and promotion strategies; developing a communications strategy; budgeting; and strategizing regarding long-term market development goals.
The 'marketing concept' proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from Adam Smith's book The Wealth of Nations but would not become widely used until nearly years later. Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential: .
Marketing research , conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs.
The two major segments of marketing are business-to-business B2B marketing and business-to-consumer B2C marketing. B2B business-to-business marketing refers to any marketing strategy or content that is geared towards a business or organization.
Any company that sells products or services to other businesses or organizations vs. Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people. Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products. Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations.
It is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. Customer to customer marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.
The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods. A marketing orientation has been defined as a "philosophy of business management. Social responsibility that goes beyond satisfying customers and providing superior value embraces societal stakeholders such as employees, customers, and local communities.
Companies that adopt this perspective typically practice triple bottom line reporting and publish financial, social and environmental impact reports. Sustainable marketing or green marketing is an extension of societal marketing.
A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.
The traditional marketing mix refers to four broad levels of marketing decision, namely: product , price , promotion , and place. One of the limitations of the 4Ps approach is its emphasis of an inside out-view. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.
From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" general and informative communications such as public relations and corporate communications and "promotion" persuasive communications such as advertising and direct selling.
Certain marketing activities, such as personal selling, may be classified as either promotion or as part of the place i. Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.
To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics i. Other extensions have been found necessary for retail marketing, industrial marketing, and internet marketing.
In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer. Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.
Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.
Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.
A firm's marketing environment consists of three main areas, which are:. Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information.
This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between marketing research and market research.
Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research. Marketing researchers use statistical methods such as quantitative research , qualitative research , hypothesis tests , Chi-square tests , linear regression , correlation coefficients , frequency distributions , Poisson and binomial distributions , etc.
Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects.
A firm only possesses a certain amount of resources. Thus, it must make choices and appreciate the related costs in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets. Commonly used criteria include:. Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service.
The DAMP acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are:. The next step in the targeting process is the level of differentiation involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:. Positioning concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products.
A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality.
From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.
The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media. The area of marketing planning involves forging a plan for a firm's marketing activities.
A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. An organization's marketing planning process is derived from its overall business strategy. As stated previously, the senior management of a firm would formulate a general business strategy for a firm.
However, this general business strategy would be interpreted and implemented in different contexts throughout the firm. At the corporate level, marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. The SBU would embrace the corporate strategy, and attune it to its own particular industry. For instance, an SBU may partake in the sports goods industry. It thus would ascertain how it would attain additional sales of sports goods, in order to satisfy the overall business strategy.
The functional level relates to departments within the SBUs, such as marketing, finance, HR, production, etc. The functional level would adopt the SBU's strategy and determine how to accomplish the SBU's own objectives in its market.
To use the example of the sports goods industry again, the marketing department would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims.
The product life cycle PLC is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including:. In the introduction stage, a product is launched onto the market. More entrants enter into the market, to reap the apparent high profits that the industry is producing.
Graphic Design Specialization
Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act. The idea was that, if you can establish yourself as credible ethos , for example, you are more likely to persuade people. In other words, you or your communication appealed to people because you were credible, you affected their emotions, or you made logical sense. Marketing and advertising gurus have been using appeals for as long as marketing and advertising have been a thing. While credibility, emotion, and logic in many ways do summarize the three broad ways in which people are persuaded, advertisers get much more specific in order to target their marketing communications approaches. Understanding the available appeals in marketing and advertising will put you in a position to be more creative, more persuasive, and ultimately more effective in your marketing and business communications.
visual communication, advertisements hold the same role as speeches in verbal 2 startexasmuseum.org, p27 In the process of exploration of meaning construction within the images.
Social Media Marketing Plan Template Pdf
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers , mobile phones and other digital media and platforms to promote products and services. As digital platforms became increasingly incorporated into marketing plans and everyday life,  and as people increasingly use digital devices instead of visiting physical shops,   digital marketing campaigns have become prevalent, employing combinations of search engine optimization SEO , search engine marketing SEM , content marketing , influencer marketing , content automation, campaign marketing, data -driven marketing, e-commerce marketing, social media marketing , social media optimization , e-mail direct marketing , display advertising , e—books , and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones SMS and MMS , callback, and on-hold mobile ring tones.
This Day Social Media Plan and template are designed to help leverage social marketing and increase social's value. Find and compare top Social Media Marketing software on Capterra, with our free and interactive tool. Human Resources Templates. Social media presence is a must for any business. Create your own marketing plan in minutes with Venngage's easy-to-use Marketing Plan Maker and our collection of professional templates.