marketing and advertising.docx

marketing and advertising.docx

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marketingandadvertising

Chapter1Introductiontomarketingandadvertising

Doingmarketresearch

Liaisingwiththesalesdepartment

Providingsupportforcustomerservice

Drawingupamarketingplan

Showingvisitorsaroundthecompany

Writingpressreleases

Commissioningadvertising

Creatingadvertisements

Presentingatatradefair

Talkingtocustomers

Speakingtojournalists

Readingtrademagazines

Questions:

1.Arealloftheseactivitiesdoneinyourcompany?

Ifnot,whichonesareoutsourced?

2.Whichoftheactivitiesareyouresponsiblefor?

Whicharemostimportantinyourjob?

3.WhodoyouspeaktoinEnglish?

Whatabout?

WhatEnglishtextdoyouread?

WhatdoyouwriteinEnglish?

4.WhatisthemostdifficulttodoinEnglish?

Marketingassistant

Hisorherprimaryresponsibilityistoprovidedirectsupporttothemediabuyers.S/hewillalsotrackmediamentions,supportcustomerservice,manageourrelationshipmanagementtools,andprovideotherassistancewithinthemarketingdepartmentwhenneeded.

Directorofmarketing

Thesuccessfulcandidatemustbeanexcellentmanagerandhaveaproventrackrecordinleadingalargedepartment.Themissionistodevelopandexecuteacomprehensivemarketingplanthatreinforcesourleadershipposition.Directresponsibilitiesincludemediarelations,PR,marketingcommunications,planningandmore.

HearofPR

Thejobinvolvesmanagingallaspectsofpublicrelations,publicity,etc.Therightpersonwillhavesolidwritingskillsandstrongrelationshipwiththeappropriatemediaoutlets.ThepositionreportsdirectlytotheCEO.Thesalaryisbasedonexperience.

Brandmanager

Youwillberesponsiblefordevelopingandexecutingbrandstrategiesandmarketinginitiativesforanassignedproductlinetomeetrevenue,profitability,andbudgettargets.Requiresstrongknowledgeofmarketingprinciplesandpractices,andtheabilitytoleadcross-functionalteamstoaccomplishasuccessfulgo-to-marketstrategy.ThispositionreportsdirectlytotheDirectorofMarketing.

1Mediamentions

Itemswherethecompany’snameisseeninnewspapers,magazines,andwebsites.

2Customerservice

Thedepartmentthatdealsdirectlywithcustomers

3Brandstrategies

Waysofpromotingabrand

4Productline

Arelatedseriesofitemssoldbyacompany（e.g.educationsoftwaretitlesofferedbyapublisher）

5Strongknowledge

Goodunderstanding

6Primaryresponsibility

Maintaskorfunction

7Publicrelations

Communicationwiththegeneralpublic

Adagency

Thiscompanyisresponsibleforcreatingadvertisement.

Artdirector

Thispersonsupervisesthedesignstaff.

Copywriter

Thispersonwritesthetextforadvertisement.

Graphicdesigner

Oneofthisperson’sresponsibilitiesistocreatelogos

Marketresearchfirm

Thiscompanymightconductasurveytofindoutmoreaboutyourcustomer.

PRofficer

Thispersoninteractswiththemediatocommunicateimportantcompanyinformationtothepublic.

Talkingaboutjobdescriptions

Thejobinvolves…

You/Thesuccessfulcandidatewillberesponsiblefor…

Therightpersonwillbeinchargeof…

Directresponsibilitiesinclude…

Wehavethreemainbrandvalueswhichwetrytoprojectinallourinternalandexternalcommunication.Thefirstis‘quality’.Ourcustomersassociateuswiththehighestqualityproducts.Thesecondis‘safety’.Asyouprobablyknow,ourproductsarewidelyseenasthesafestonthemarket.Andthethirdis‘environmentalcare’,whichisarelativelynewbrandvalueforus,butonewhichwillbecomeincreasinglyimportantinthefuture.

I’dliketotellyousomethingaboutourbrandvalues.Thefirst,andthemostimportant,is‘trust’.Inabusinesslikeours,customershavetotrustuscompletely,andthat’ssomethingwecanpromotethroughourbrand.Thenwehave‘innovation’.Wehavealwayshadareputationforcomingupwithnewproducts,andwetrytoemphasizethatthroughourbrand.Anotherkeybrandvalueis‘customerfocus’.Forus,thecustomeralwayscomesfirstandwewanttoconstantlyremindbothourselvesandourcustomersofthatfact.

Letmejustmoveontotalkalittleaboutourbrandvalues.Itwillcomeasnosurprisetoyouthatourtopbrandvalueis‘greatvalueformoney’.That’ssomethingwecontinuallycommunicateinourmarketing.Thenextis‘fun’.Hopefullyis

Brandname:

whatabrandiscalled.

Brandawareness:

howmuchpeopleareawareofabrand.

Brandidentity:

whatacompanywantspeopletothinkaboutabrand.

Brandimage:

whatpeopleactuallythinkaboutabrand.

Off-brand:

whenaproductdoesn’tfitthecompany’sbrand.

Brandequity:

thevalue（eithermonetaryornot）thatabrandaddstoaproductorservice.

Brandloyalty:

whenpeoplelikeabrandandbuyitagainandagain.

Branding:

whenaproductorserviceisassociatedwithabrand.

Brandextension:

whenanexistingbrandisusedtosupportanewrangeofproducts.

Derivedbrand:

whenacomponentofaproductbecomesabrandinitsownright（e.g.IntelinPCs）

BrandlovebyPeterVane

Branding,branding,branding:

Ifyouhaven’theardtheword,you’vebeenunderarockofthelast,oh,tenyears.Butisallthetalkaboutbrandingjustsomuchhype?

Inaword:

no.Ithinkthatbrandingisthemostimportantpointyourcompanycanconsider–andeveryoneshouldconsiderit.Andthoseofyouwhoselltocompanies–officechairs,obscurechemicals,youknowwhoyouare–youshouldbepayingattentiontoo.

It’snotenoughjusttohaveeveryonerecognizeyourbrandnameoryourlogo.Brandingisaboutconnecting,afterall,andeveryoneinmarketingneedstoknowhowtomaketheirproductconnecttotheircustomer.Thebestbrandhasarationalaswellasemotionalappeal,andspeakstoyourcustomer’sheadaswellashisorherheart.Youwantyourbrandtobesomethingthecustomerknowsisthebest–andfeelsisthebesttoo.

Todayeveryone’stalkingaboutiPods,andnotjustasstate-of-the-artmusicaldevices.WhenpeopletalkabouttheiriPods,youmightthinkthey’retalkingaboutabestfriend:

‘I’dnevergoanywherewithoutit!

’‘IfIhadtochoosebetweenmyiPodandmygirlfriend,well…’despitethenumberofme-tooproductsdesignedtocompetewiththeiPods,theoriginalstillhasthelargestmarketshare.Why?

Brandloyalty.

Andremember,onceyou’veinspiredbrandloyaltyinyourcustomers,youcan’tbetraythemandchangethestoryofyourbrand.Cadbury,forexample,hasareputationfortheirchocolates.ButwhentheyintroducedCadbury’ssoup,itflopped.Theproblemwasthattheproductwasoff-brand,anddidn’tfitwiththeexpectationspeoplehadaboutCadbury’sproducts.

Sorememberthatwhenyou’retellingastoryaboutyourproduct,thestoryhastobeconsistent.Veryfewproductsliveforever.IPodsmightalreadybeyesterday’snews.Butestablishyourbrand,andpeoplewillrememberit.WhenAppleintroducesitsnextnewidea,millionsofpeoplewillbepayingattention,readytofallinloveagain.

Chapter2Findingthecustomer

Emailloyalcustomersdirectlywithoneortwoquestions.

Examinethesearchtermsthatpeopletypeintoyourwebsite’ssearchfunction.Whichitemsarepeoplelookingfor?

Scheduleasocialevent,suchasawinetasting,forexistingorpotentialclients,andusethisasanopportunitytofindoutmoreaboutwhattheywant.

Compareyourmarketingapproachwiththatofyourcompetitors.Whatareasaretheytargetingthatyouaren’t?

Readtradejournalstolearnaboutnewtrend.Thiswillhelpyoustayaheadofthecompetition.

Studyyoursalesrecordstoseewhatfactsyoualreadyhaveaboutthepeoplewhobuyfromyou.

Spendtimeinashoporatatradefairlisteningtopeople.Whatdotheytalkabout?

Whatquestionsdotheyask?

Relevantresponse:

usefulanswer

Wedidanonlinesurveybutwedidn’tgetmanyrelevantresponse.Mostofthevisitorstoourwebsitearen’tcustomers.

Skewedsample:

asurveygroupwhichisnottypicalofatargetgroup

Askewedsamplewillmakethedatayougatherworthless,sothinkcarefullyaboutwhofillsinyourquestionnaires.

Prototype:

modelofaproductindevelopment

Oncetheproductdevelopmentdepartmenthascreatedaprototype,wecandisplayitattradefairs.I’msureitwillattractmorepeopletoourstand.

Responserate:

percentageofpeoplewhocompleteasurvey

Eventhebest-designedsurveysonlyhavearesponserateofabout4%,sodon’tsetyouexpectationtoohigh.

Targetmarket/group:

thegroupofpeopleacompanywantstosellto

Rolex’stargetmarket/groupiswealthypeoplewhoseeawatchasastatussymbol.

Userprofile:

informationknownaboutacustomer

Whenyoulogontoawebsite,thepagesyoulookatandtheamountoftimeyouspendonthemaresavedinyouruserprofile.

Saucesofavailabledata

Collectionofnewdata

Salesstatistics

Opinionpolls

Purchasinginformation

Desk/filedresearch

Feedbackforms

Emailsurveys

Panelsurveys

Pre-testing

Purpose

Todecidewhatthedemandisforachild-specificmobilephone,toseewhatfeaturesareimportanttothetargetmarket,andtogaugeinterestintheproduct.

Majorfindings

Itisveryimportanttorestrictthenumbersthatcanbedialedandtoincludeaheadset.Atrackingsystemissomewhatimportant.Potentialcustomersarewillingtopayupto100GBPforsuchaproduct.Respondentswithchildrenorwithcloserelativeswhohavechildrenareveryinterestedinbuyingsuchaproduct.Parentsareveryconcernedaboutthepossiblehealthdangersofchildrenusingmobilephones.

Secondaryfindings

Designandsizeareunimportant,buttheproductshouldbedurable.

Appendices

1）Demographics

2）Tabulatedsurveyinformation

3）Selectedcomments

Everycompanyshould