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Marketing in Practice [Part One] MAC 226

Marketing in Practice [Part One]   Marketing Realities   Today marketing capabilities have been enhanced due to new media and digital technologies.   • Marketers can use the Internet as a powerful information and sales channel. The Internet augments marketers’ geographical reach to inform customers and promote products worldwide. A Web site can list products and services, history, business philosophy, job opportunities, and other information of interest.   • Marketers can collect fuller and richer information about markets, customers, prospects, and competitors. Marketers can conduct fresh marketing research by using the Internet to arrange focus groups, send out questionnaires, and gather primary data in several other ways.   • Marketers can tap into social media to amplify their brand message. Marketers can feed information and updates to consumers via blogs and other postings, support online communities, and create their own stops on th...
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Planning the Creative Strategy [MAC 325]

Planning the Creative Strategy [MAC 325] The job of the creative team is challenging because every marketing situation is different and each campaign or advertisement may require a different creative approach.   However, advertising agency personnel generally agree that the ability to develop novel yet appropriate approaches to communicating with the customer makes the creative specialist valuable—and often hard to find.   Most advertising agencies thrive on creativity, for it is the major component in their work. Thus, they must create an environment that fosters the development of creative thinking and creative advertising.   Some advertising people say creativity in advertising is best viewed as a process.   One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the international advertising agency, J. Walter Thompson.   Young’s model of the creative proces...
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Creative Strategy and Tactics [MAC 325] 1

Advertising Creative Strategy and Tactics [MAC 325] 1   One of the most important components of an integrated marketing communications program is the advertising message. While the fundamental role of an advertising message is to communicate information, it does much more.   The commercials we watch on TV or hear on radio and the print ads we see in magazines and newspapers are a source of entertainment, motivation, fascination, fantasy, and sometimes irritation as well as information.   Ads and commercials appeal to, and often create or shape, consumers’ problems, desires, and goals.   From the marketer’s perspective, the advertising message is a way to tell consumers how the product or service can solve a problem or help satisfy desires or achieve goals.   Advertising can also be used to create images or associations and position a brand in the consumer’s mind as well as transform the experience of buying and/or using a product or service...
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