Planning, Creating, And Telling a Brand story is a part of the marketing communication strategy for organizations. This paper will explore marketing communications strategies, while also analyzing the five-step process for communications campaign planning. This paper will discuss and also assess the differences between presentation strategy and execution strategy. It will provide information and a thorough description of each step. A five-step process for communications campaign planning goes as follows number one Define the target market. Identifying the target audience and aligning that audience with the target market is most important when defining the target market. This is important for a brand to align the target audience with the target …show more content…
These are approaches used by many organizations to manage scheduling given the season of sporting events. The next phase of this paper I will discuss the differences between presentation strategy and execution strategy. In addition to, assessing the presentation and execution strategies, I will summarize the relationship between execution strategies and message strategies. Finally, this paper will differentiate between exposure and engagement and describe the marketing tools associated with each. Presentation strategies are intended to impact the relationship between a consumer and the brand using a message strategy. Message strategies are pivotal in delivering key ideas and execution of the brand story. Presentation strategies in sports marketing make it pivotal to understanding the four scenarios unique to sports that affect the selection of presentation …show more content…
Execution strategy should be aligned with message strategy and must be presented using the proper execution strategy. Seven different execution strategies are described the first one is Informative execution is presented in a straightforward manner; useful for creating awareness or brand association. The next execution strategy is the Slice-of-life execution used as a solution to a problem faced with everyday situations. Lifestyle execution – aligning the product with a consumers ' interests and lifestyle, visuals help convey lifestyle messages. The Testimonial execution – Is message feedback from other customers, employee, or other stakeholder. Endorsement execution – An athlete, coach, selection of an endorser should consider fitting between an endorser and brand and likeability of endorsers. Call-to-action execution – Message focuses on encouraging the audience to do something like ordering tickets, visiting a website, and calling a sales representative. Lastly scarcity is encouraged by suggesting limited time or availability of a product offer. Those are the different types of execution strategies and their uses. The different messages and executions need to be considered in order to effectively produce marketing messages to consume of the target market. Message’s execution strategies should always be aligned with the target
..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
These immortal words symbolize the power of branding and the criticality of brand management. Every brand has a personality and is thus able to position itself in the mind of the prospect. Products in the same category may solve the same problem but, all consumers don’t buy the same product. Some base their decisions on price while some may decide on the basis of the benefit they derive from that product. The decision making process is sometimes long and arduous but sometimes, low involvement and easy. The personality of the brand and how it is communicated is one of the key factors on which decisions are made. Through this paper one would identify products in the same category and analyze their promotional strategies and how the brands have evolved over the years. Marketers use diverse techniques to project various images to the prospect, once these projection techniques are identified the marketing techniques would also be explored. After the brands are identified, the promotional strategies employed by them would be explored. Thus, the evolution of the brand can be traced. The evolution of the brand would give us key insights in the different images projected by them.
With that being said, before any organization can move forward in the developing of communication plans or developing social media tactics for the next campaign, it is imperative that the organization takes time to review and reflect and ask, what’s worked, what didn’t work, and why. Were there critical factors that aided in the successes? Were there factor that served as prohibitory to previous strategies? For any organization to continue with effective development of marketing and communication programs it must be certain to review its programs based on the receiver’s perception, too. By maintaining a customer –centric approach it reminds planners that messages are about the receiver, not the messenger.
Marketing is a form of communication between a seller and a consumer. During this conversation, the main objective of the seller should be to communicate the value of the service or the product that he or she wants to sell, and convince them that they either need or really want this product. Having the appropriate skills to transmit this message to the buyer is the key to a successful marketing carrier. Marketing is made of the four Ps, which are: the identification, selection, and development of the product, the determination of its price, the selection of a distribution channel to reach the consumer’s place, and the development and implementation of a promotional strategy. The basic focus of marketing is thinking about their clients and what are their need and desires. This is why the VALS method gives the advertisers an extra advantage when it comes to targeting the buyers because by dividing them in groups, they understand what each group of buyers looks for in a product.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
The primary goals for Business-to-Business marketing are to create value for consumers and build an effective business relationship with their customers. The best way to achieve those goals are through the processes of segmentation, targeting, differentiation, and positioning for competitive advantage.
brands to communicate better with their consumers, and intensify their association with them. The advertising world
First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
...rketing plan that will form the basis of all your marketing activities. Today, there are literally dozens of ways you can communicate your
Market segmentation means dividing the market into distinct groups that have common needs and will respond similarly to marketing action. Each segment must be unique, have common needs, and respond in a similar manner to marketing efforts. Target market is the group of potential customer that has been selected by business to focus its marketing efforts towards. This is the group the business wants to sell its products/services to. Positioning refers to the image created in the minds of customer of its product or brand. It is a perception created in the minds of the consumer relative to that of its competitors.
Marketing strategy is a process that can allow an organisation to concentrate its resource on the optimal opportunities with the goals of increasing sales and achieving a su...
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
This report provides an analysis and evaluation of strategy implementation used by California Pizza Kitchen (CPK) and discusses the effectiveness of their strategy through organization design, control systems, people and culture. My research concluded that CPK relies on control systems to undertake a majority of the company’s operational activities and that human resources and organizational culture must support the strategy implemented, which it does in in the case of CPK.
Different organizations device different strategies to make their marketing campaigns right and succeed in their business lines. Most of the marketing strategies are made based on what the organizations produce while others are made purely on other factors. This paper will look at some of the elements that relate to marketing in different companies. The paper will start will start by analyzing Google, Microsoft, IDEO, Fulla Dolls and Jim Thompson Thai Silk Company. Answering key questions for every organization will play a big part in making the content of the paper.