Consumer and qualitative research can be used to better provide insights into consumption to assist advertisers so research plays an important role in creative advertising development, copy-testing, and campaign evaluation. Qualitative research findings can guide ad or media agencies’ clients’ decisions and the work of creative and planners. For example, qualitative research can help them […]
Marketing
Storytelling as content strategy in advertising
Storytelling as content strategy has gained popularity in recent years. Here we take a look at how brand organisations can benefit from telling consistent stories on multiple media channels. Storytelling for content strategy requires application of concepts such as creative appeals, brand co-creation or engagement. Advertisers also need to address issues such as media convergence, […]
Controversial Advertising Campaigns (Ethics in Advertising)
Several controversial advertising campaigns have gained media coverage for the controversy they provoked. Here we try to understand if advertising should be permitted to use imagery and words that shock, offend or insult particular groups in order to get messages across; we will apply virtue ethics, deontology, consequentialism or religious ethics to support the various […]
Polysemy, Intertextuality and Symbolism: Advertising & Communication
Strategic uses of Polysemy (multiple meanings from the same message), Intertextuality (one text references another text) and Symbolism (use of images and figures) in Advertising and Marketing Communication. It is possible for different consumers to read different meanings from the same marketing communication. This might occur if the communication itself is indistinct or poorly constructed, […]
Role of advertising in the post-digital and COVID-19 pandemic era
The advertising environment have been facing continuing changes over the years, especially the convergence of media channels via the Internet, changes in media consumption and changes in media funding models. Some of these changes have been disrupted and aggravated in the post-digital and COVID-19 pandemic era. Advertising has an important role to play within re-structured […]
Patanjali Promotion Mix
Patanjali is one of the very well recognized Fast Moving Consumer Goods Brand in India. The company is known for the Ayurveda concept. The company has various successful brand like Dant Kanti, Kesh Kanti, Divya Dant Manajan and many more. It will be easy for the organization to launch a product extension (such as ice […]
McKinsey’s Consumer Decision Journey: Marketing model
McKinsey’s Consumer Decision Journey is different to the traditional purchase funnel. It recommends a loop model instead of the usual straight-line approach from awareness, purchase, and loyalty. The Consumer Decision Journey evaluates how consumers make purchasing decisions (basically reflects the customer buying process ) and suggest ways in which marketers can influence these decisions. This […]
AIDA marketing model
AIDA is an acronym for Attention, Interest, Desire, and Action. It is an an advertising effect model that identifies the various stages in a customer’s journey. It is a popular marketing model, especially for the digital medium. Lot of companies have their entire digital marketing strategy based on the AIDA model. Academic Questions As a […]
Consumer behaviour
Consumer behavior refers to the study of how people buy, use and dispose goods and services. It refers to study how the emotions, attitudes and preferences of consumers affect their buying behaviour. Question: GET INSTANT HELP FROM EXPERTS! Looking for any kind of help on your academic work (essay, assignment, project)? Want us to review, […]
Marketing Planning
Marketing Planning assignments, academic questions. Marketing planning is about defining activities, based on a detailed analysis of the company and its environment, which will support the various business goals. It also involves setting up a timeline for the work. GET INSTANT HELP FROM EXPERTS! Looking for any kind of help on your academic work (essay, […]
Kathmandu Holdings: Marketing strategy (Case Study)
Key strategic goals of Kathmandu as per their annual report. In nutshell, Kathmandu wants to target their loyalty club members, focus on the growth in key woman’s categories, focus on mobile e-commerce and expand in North America – B2C Firstly, we will focus on growing the core markets of Australia and New Zealand. We see […]
Directional Policy Matrix (DPM) for Strategic Planning
The Directional Policy Matrix (DPM), at times known as the “GE/McKinsey matrix”, is a tool for portfolio analysis that helps determine what are the preferred segments for an organization. It is a framework for classifying an organisation’s business activities in terms of its strengths, capabilities or market position, and the way it perceives markets to […]
Controls to measure effectiveness of marketing campaigns
Here are some controls that businesses can use to measure success / effectiveness of their campaigns. Measure customer satisfaction. If customers are satisfied, they will buy again from your business. Customers feedback, reviews are some of the ways to know what the customer expects. GET INSTANT HELP FROM EXPERTS! Looking for any kind of help […]
Practical considerations in Marketing campaigns
Practical considerations in any advertising campaign. What are various advertising methods that are going to be used – Print advertising, broadcast advertising (TV/Video), Digital marketing. GET INSTANT HELP FROM EXPERTS! Looking for any kind of help on your academic work (essay, assignment, project)? Want us to review, proofread or tidy up your work? Want a […]
