The Elements of a Good SloganPosted by Paul Christ May 22, 2011
Labels: Advertising, Branding
Slogans in Advertising (MillwardBrown)
By repeatedly exposing customers to a slogan, marketers hope to build product awareness and instill key product concepts. For instance, for many consumers the “Just Do It” slogan is instantly associated with Nike and connotes the impression of being active. The Growth of Social PromotionPosted by Paul Christ May 11, 2011 Crowded Coupon Industry Competes for Users (MSNBC)
An example of an industry currently in the early Growth Stage is the burgeoning online coupon market populated by such names as Groupon and LivingSocial. While coupons as a sales promotion technique are far from being new, what makes this a unique product form is the process by which a promotion becomes active. While original coupon websites were primarily static sites containing images of printable coupons, the newer coupon sites often require group participation in order to take advantage of a promotion. Consequently, we can view these as social promotion websites. How to Determine the Credibility of Celebrity EndorsersPosted by Paul Christ April 29, 2011
The selection of celebrities to serve as endorsers seems like a fairly straightforward exercise. All the marketer has to do is look at media outlets and determine which celebrities are most popular. Once a list of top celebrities is assembled the marketer targets the most attractive options and begins to negotiate a deal. While targeting high-end celebrities may work for well-financed companies who sell products to a broad market, it may not be a realistic method for smaller firms who market niche products. For these companies, assistance in identifying and selecting celebrities is often needed. One source many look to for guidance for evaluating celebrities is the Q-Scores rating. While Consumers See Cluttered Stores Retailers See ProfitPosted by Paul Christ April 19, 2011
Labels: Customer Behavior, Retailing
Stuff Piled in the Aisle? It’s There to Get You to Spend More (New York Times)
However, the largest expenditure facing retailers is the inventory of products sitting in the store. For example, the value of inventory in large grocery stores or department stores can easily be worth millions of dollars for EACH outlet. Yes, Non-Profits Can Be Creative PromotersPosted by Paul Christ April 07, 2011 Nonprofits Look For New Ways To Get People To Give (NPR)
What Makes Salespeople Successful?Posted by Paul Christ March 29, 2011 10 Greatest Salespeople of All Time (Inc. Magazine)
But, it would be shortsighted to think that making the sale is all salespeople do. In fact, they contribute to the marketing organization in many other ways. For example, the sales force is a key provider of market information since they are directly involved with customers on a daily basis. This level of contact can directly benefit those in charge of product marketing by providing important details on what is occurring in the market. |
Samples of Marketing TutorialsLevels of Analysis of the PLC The Product Life Cycle is commonly referenced in many business publications as a way of describing the current conditions facing a market or product. The fact it is used to describe either markets or individual products points out the need to understand the different levels of analysis for which the PLC can be used. These levels include:Produ… Latest Marketing Stories
Blog Topics
|
As we discuss in our tutorial 
The early Growth Stage of the 
Hiring a celebrity to endorse a product is a popular promotional option for many marketers especially in the consumer market. Each year leading consumer companies offer millions of dollars to celebrities to endorse their products. Many marketers are eager to spend their promotional money on celebrities because they believe a strong celebrity can quickly heighten awareness for a brand. However, such promotional techniques also pose risks if something negative happens to the celebrity.
When walking into retail stores consumers rarely give much thought to understanding just how much a retailer invests in a physical store. For many retailers, the investment is substantial. It includes the costs associated with the building, the store fixtures and the employees.
Possibly the greatest challenge confronting most marketers is figuring out how to generate interest among potential customers. This is where promotion comes into play. Marketers use techniques including advertising, personal selling and public relations to build customer interest. Yet, on a daily basis markets are over-saturated with thousands of audio and visual promotions. This results in customers being exposed to more messages then they are able to understand and retain. In this environment, even if a marketer has excellent products, their message often gets lost among the “noise” generated by other marketers.
As we state in our
RSS Feed |
More |