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BRAND ARCHITECTURE STRATEGIES Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: "How can companies create brand strategy?" And in order to find an answer to this problem, we came up with three learning objectives. CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives.SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. INTEGRATED MARKETING COMMUNICATION (IMC) Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and the brainstorm, we came up with a problem: STORYTELLING AND CORPORATE COMMUNICATION On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
BRAND ARCHITECTURE STRATEGIES Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: "How can companies create brand strategy?" And in order to find an answer to this problem, we came up with three learning objectives. CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives.SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. INTEGRATED MARKETING COMMUNICATION (IMC) Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and the brainstorm, we came up with a problem: STORYTELLING AND CORPORATE COMMUNICATION On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
BRAND ARCHITECTURE STRATEGIES Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: "How can companies create brand strategy?" And in order to find an answer to this problem, we came up with three learning objectives. CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives.SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION: INTEGRATED Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and thebrainstorm,
CREATIVE CORPORATE AND MARKETING COMMUNICATION: BRAND Two weeks ago, we started on case 5 which is about brand architecture strategies. The problem of this case is described as the following: CREATIVE CORPORATE AND MARKETING COMMUNICATION: MAART 2016 Creative Corporate and Marketing Communication: maart 2016SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: "How to create an effective and measurable social media plan" In order to answer this problem statement, we came up with three learning objectives, they are stated as this: VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: "How to build and maintain visual brand identity across different channels?" CREATIVE CORPORATE AND MARKETING COMMUNICATION: JANUARI 2016 On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement ofGoogle.
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATION This week's PBL is about the creative idea and the messages. The problem is stated as the following: "How can a creative process lead to an affective messaging?" To answer this, we need as usual some learning objectives. CREATIVE CORPORATE AND MARKETING COMMUNICATIONClassic
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Apr
11
CREATIVE IDEA AND MESSAGES This week's PBL is about the creative idea and the messages. The problem is stated as the following: "_How can a creative process lead to an affective messaging?"_ To answer this, we need as usual some learning objectives. _1. What does creative process consist of? 2. How to create appealing messages for the target audience? __
What does creative process consist of? _Maria Popova (2014) writes on the website of Brainpickings about the 10 stages of the Creative process._1. The hunch_
Every project starts with a hunch and you have to make the best of it.It's a big risk.
_2. Talk about it_Talk about it to your family, friends and everyone else in your direct surroundings. They will be the ones that you have to support you in this process. Make sure to involve and engage them. _3. The sponge_Get ideas from others, go to art shows, see movie andread alot.
_4. Build_
Build the architecture of the project_5. Confusion_
In this phase there is alot of doubt and confusion because there is alot of things that are unclear.6. _Just step away_
Take a break from the project. Let it work out itself. 7. _Ask for feedback_ Ask for constructive feedback. Ask the people what they think works for them and what doesnt. 8. _ The premature breakthroughlation_ During the process you will experience small breakthroughs. You have to celebrate those because they will eventually lead to a big one. 9. _Revisit your notes_ Revisit your notes and think back in order to find the missing link. 10. _Know when you are done. _ Graham Wallis (n.d) came up with a model that describes four phases of the creative process. _Preparation: _In this stage the problem, need or desire gets defined. After that information for a solution or response will be gathered. The criteria will also be defined in this stage. _Incubation: _We step back from the problem and let our minds contemplate and work it through. This can take up to weeks, and evenyears.
_Illumination: _In this stage ideas arise from the mind to provide the basis of a creative response. these ideas can be seen as an entire concept. This stage is very brief involving a big rush of insights within a few minutes. _Verification: _In this last stage, one carries out the activities to demonstrate whether or not the ideas that came from the Illumination stage satisfies the need and the criteria defined in the preparationstage.
source: http://members.optusnet.com.au/charles57/Creative/Brain/wallis.htm _HOW TO CREATE APPEALING MESSAGES FOR THE TARGET AUDIENCE? _David Frey, president of Marketing Best Practices Inc., writes in his article about 5 easy steps to create a winning marketing message. _- Identify your target market - Identify the problems that your target market experiences - Present your solution to your market's problem. - Present the results you've produced for other people in the samesituation
- Explain what makes you different from your competitors _ source: http://www.businessknowhow.com/marketing/mktgformula.htm Coca Cola and Pepsi basically both serve the same kind of drink. However, the companies target different audiences. Pepsi for example focusses on teenagers and young adults by making alot of advertisements with celebrities (usually pop or hiphop stars). Coca Cola focusses more on everyone and also on health concious consumers (Thats why the green coke). So they both address not exactly the same target audiences with their messages. 11th April 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Apr
6
MEDIA AGENCIES AND SELECTING THE MEDIA MIX Another week, another pbl session. This time about media agencies andthe media mix.
The problem statement for this week is '_How to partner with mediaagencies?'. _
In order to answer this question, we have to start at the beginning with answering related learning objectives. The three of them areformulated as this:
_1. What do media agencies do?_ _2. What stages are involved in media planning?_ _3. How to optimize media expenditure?_ Keywords: _Earned, Owned and Paid media - Intermedia - Intramedia_ WHAT DO MEDIA AGENCIES DO? "A media agency makes sure that a marketing message appeals to the consumers (target audience), appears in the right place, at the right time and that the advertiser pays the best possible price". Quoted from mediacomedinburgh.source:
http://www.mediacomedinburgh.com/en/what-we-do/our-industry/media-agencies/what-is-a-media-agency.aspx _What stages are involved in media planning?_ Reid Carr (2006) wrote on Imediaconnection about 5 strategic mediaplanning steps.
-_ Capture the market share you "should own" _ Basically meaning that you should be present in the marketing place. Quick way to do it is use paid listenings (pay per click) on search engines like Google, Yahoo. - _ Merchandise the product or service - Eliminate confusion - Create intangible benefits through branding - Retain customers and create fans by crafting the experience_
_
Source: _http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2006/sep/5-strategic-media-planning-steps/ HOW TO OPTIMIZE MEDIA EXPENDITURE? Thomas W. Dinsmore (2014) wrote on his blog about optimizing yourmarketing spend.
_- Ignore your agency's "metrics" - Use market testing to measure every campaign - Kill campaigns that do not cover media costs - Stop doing one-off campaigns - Drive campaign concepts from strategy_
Patrick Quiqley, Ceo of Vantage Media (2014) has an article about ways to optimize ad spend on the website of Direct marketing news. There are three steps: _- Test and test again_ Because of the rapidly changing environment, the only way of not seeing diminishing returns on ad spend is to test and iterate newopportunities.
- _Get engaged_
Considering that consumers are daily flooded with advertisments, you want to cut through them and make yourself stand out by being creative and making your customers feel connecting to your service/product. - _The proof is in the data_By searching through data about behaviours and trends, companies can access a deep pool of potential consumers. _Source: http://www.dmnews.com/marketing-strategy/3-ways-to-optimize-ad-spend/article/349707/ Source: http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2006/sep/5-strat_
6th April 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Mar
31
SOCIAL MEDIA
Social Media, the next subject for PBL. We came to the next problem statement: _"How to create an effective and measurable social media plan"_ In order to answer this problem statement, we came up with three learning objectives, they are stated as this: - _How to make a social media plan?_ _- How to implement it?_ _- How to measure a social media plan? _ Important is the use of examples when answering the learning objectives to make sure that the writer and the reader gets a deeper understanding on the matter. _How to make a social media plan?_ On the website of Forbes, Stuart Lueng (2014) from Salesforce wrote about the five keys to come up with a winning social media plan. The first tip he gives is that as a company you need to know what success looks like on social media. The company has to come up with goals that they want to accomplish on social media. Example of a social media goal can be enhancing customer awareness, sharing information about your company or promoting staff accomplishments. The goals have to be specific and easily measurable. As second tip, the company has to find out how they can nurture and grow the community that is already reaching out to them on social media in way that also supports the marketing efforts. Find out about your audience who they are and how to connect with them in agood way.
The third tip, your content on social media has to be dynamic as the internet itself is an dynamic and evolving thing. The content has to be relevant, current and genuinely applicable to your audience today. It's critical to have a content calender to organize when you're going to generate content and manage when the content will be pushed out. Make sure that the social media plan allows regular updates and posts and also speaks the language of the particular social network. Fourth, put your focus on certain social media networks that will help you the most with attracting and engaging your audience. Define your audience further in order to choose the right network. For example, if you have as audience 40+ women, it would be wise to aim for something like Facebook and not to Instagram since its users are mostly youngerpeople.
Due to the open-forum format of social media, companies benefit from direct communication with their customers. Let them use social media to share their feedback and show your appreciation for positive feedback and address negative feedback head-on. Show the customers that they've been heard, apologize and accept responsibility and when possible, use the feedback to improve how youdo business.
Source: http://www.forbes.com/sites/salesforce/2014/09/03/creating-winning-social-media-plan/#682a3d07217c _HOW TO IMPLEMENT A SOCIAL MEDIA PLAN? _ Sharlyn Lauby (2009), president of Internal Talent Management (ITM) wrote an article on Mashable about implement a social media strategy. She comes up with a couple of tips, starting of with DETERMINING YOUR OBJECTIVE. After that you have to FIND AN INTERNAL EVANGELIST, someone has to be held accountable for the outcome. Third is CONSIDERING YOUR EMPLOYEES. Organizations need to understand their employees' leve of knowledge and interest. Another one is CHECKING YOUR TECHNOLOGY. Most of the social media doesn't need a huge technology investment but the company has to be sure that they have a system that supports the strategy. The last one is LISTENING TO OTHERS. A lot can be learned from other companies so dont be afraid to ask questions to learn more. Source: http://mashable.com/2009/12/28/social-media-business-strategy/#KQJFRJ8mPOqD _HOW TO MEASURE A SOCIAL MEDIA PLAN? _Rick Mulready (2013), writes on the website of socialmediaexaminer that there are three simple ways of measuring your social media results. The first one is to QUANTIFY YOUR SOCIAL MEDIA LISTENING. Listening is one of the most important uses on social media. If you're not listening to your customers, you are doing something wrong. Engage with them, answer their questions, adding value and helping them whenever possible. Second part is CREATING A RATING SYSTEM FOR YOUR SOCIAL ENGAGEMENT. This is an effective strategy to use when you're trying to generate awareness and buzz. It's a way to measure the response to your efforts on Facebook, Twitter or any other social channel you're using. Last one is ADD TONS OF VALUE, THEN SELL AND MEASURE. Example, your restaurant is rolling out a new healthy meanu. you want to get 250 customers into your restaurant.The restaurant develops a facebook or instagram strategy. The post pictures of the food and create content around the importance of eating healthy food and curate on your Facebook page about farmer's markets in the restaurant's area. Source: http://www.socialmediaexaminer.com/3-strategies-to-measure-your-social-media/ 31st March 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Mar
10
COMMUNICATION PLAN
Friday 4th of march, a new case started about communication plan. In this blogpost I hope to be able to give answer to the next problem: _"How to plan and measure marketing communication effectively?"_ In order to do so, I am giving answers to the following learningobjectives:
-_ What kind of different Market Communication Models exist?_ _- When and why to choose each model? How can it affect differentcompany sizes?_
_- How to measure marketing communications outcome? _ _What kind of different Marketing Communication Models exist?_ First of all there is the AIDAS MODEL. It looks like this: The target group first has to be aware of the product. The company will create interest in the customer's mind by giving product information about how it satisfies the needs and wants of an individual. After that, the customers desires to get a hold on the product or service. The desire phase is creating by emphasizing on the benefits of the product. The next step is to make the customers go over into action and actually buy the product or service. Eventually the last step is if the customers is satisfied with the product. It shows the whole process of buying a product. The next model is the DAGMAR MODEL The customers becomes aware of the product, it then becomes aware of the products characteristics and its benefits. Familiar with the brand name and brand logo aswell. The next step is decides whether or not the customers will be convinced to buy the product or go for another brand. The last step is when the actual purchase is made. The DAGMAR model assumes that customer are high involvement. Dagmar measures the effectiveness of advertisements in terms of its ability to move the customers along the line to the action bar. Next model is HEIGHTENED APPRECIATION MODELThis model helps the marketer to come up with an advertising strategy. The model suggests that an important attribute should of the product category should be identified and the advertisement should show the link between the brand and that attribute. The consumer then has to be convinced by the importance of the attribute and the benefits that come with it. Another Model is the MODEL OF JOYEE This model concentrates on three areas: advertising, purchasing behaviour and consumer attitudes. It assumes that there is a continuous cycle of events in the three areas and change in one of them would affect the others. Consumer attitudes focuses on the feelings of an individual towards a product or service. These feelings are developed by previous experiences or experiences of others. The advertisement is deemed succesful if it's able to change the customer's attitude in a positive way towards theproduct.
Last model is LAVIDGE AND STEINER MODEL_
_ _source: http://marketingcommunicationmodels.blogspot.fi/_ _When and Why to choose which model has been explained above. _ _How to measure marketing communications outcome? _ The DAGMAR model from above measures the effectiveness of advertisements in terms of moving the customer along the line from awareness to affection. This counts for most of the models. K.K. Bierdorff (2011) writes about three reasons why a company would be advertising and what they would want to see as outcome. - Increase in knowledge: More awareness and more understanding aboutthe product/brand
- Increase in feeling: The level of trust, engagement and commitmentincreases
- Increase in action: Customers want to buy the product or service, basically more sales._
source: https://kkbiersdorff.wordpress.com/2011/08/05/measuring-outcomes/_ 10th March 2016 gepost door Anonymous1
OPMERKINGEN WEERGEVEN*
Mar
3
BRAND ARCHITECTURE STRATEGIES Two weeks ago, we started on case 5 which is about brand architecturestrategies.
The problem of this case is described as the following: "_How can companies create brand strategy?"_ And in order to find an answer to this problem, we came up with three learning objectives. _- What are different brand architecture strategies? _ _- When and why to use different brand architecture models? Theory_ _- Practical examples, no Pepsi or Red Cross. _ The keywords for this task are: brand architecture, brand strategies, brand management, collaboration and brand guidelines. _1. What are different brand architecture strategies? _ EquiBrand consulting (n.d) says that brand architecture basically means the logical, strategic and relational structure for all brands in the portfolio (example: Apple > Mac, iPod, iPhone, iPad). It is important for a brand architecture strategy that customers are able to relate to the brand on many different levels. The masterbrand usually carries emotional benefits. The endorsed brands convey rationalbenefits.
Brand architecture strategy has three objectives: _- Clarity:_ The brand architecture must create more clarity to the marketplace as well as to the organization itself. _- Synergy:_ Brand architecture should be able to use their combined power in order to deliver a larger brand promise than any singlebrand.
_- Leverage: _A strategic brand architecture should be able to help a company extend its brands in both horizontal and vertical directions. _Source: http://equibrandconsulting.com/services/brand-consultant/brand-architecture/strategy_ Aaker and Joachimsthaler (2000) write about four different brand architecture strategies. - _House of Brands_: Brands that are not connected to eachother and serve different segments of the whole market. - _Endorsed Brands: _ Are linked to eachother under the same name. - _Subbrands: _As seen up here, there are subbrands that are controlled by one masterbrand such as the iPod of Apple. - _Branded house: _All brands carry the masterbrands name such asVirgin.
_2. When and why to use different brand architecture models? theory_ Aaker and Joachimsthaler (2000) write that the following about the four different brand architecture strategies: House of brands involves an independent set of stand-alone brands. They are all maximazing the impact on a market. A good example of a House of brands company is Procter & Gamble. They are operating over 80 brands that hardly have a link with P &G or with eachother. This way P&G lose the synergies that come with leveraging a brand across multiple business and the brands below P&G can neither support eachother. However, House of brands strategy allows for example P&G to dominate several niche segments. It also avoids brand assocations that would be imcompatible with an offering. For example that VW would affect the images of Porsche and Audi if the brands were linked. Another benefit is being able to own a new product class association with a powerful name that reflects the key benefit (Reach toothbrush). At last it also helps avoiding or minimizing channel conflict. Endorsed Brands are still independent but they are also endorsed by another brand. This is usually an organizational brand. Endorsement gives the brand credibility and substance. Endorsing a brand is also to provide some useful assocations for the endorser. For example Nestlé bought Kit-kat, only to enhance their own image with quality and leadership in chocolate. Subbrands are brands that are connected to the masterbrand. The subbrands are adding attributed associations to the mainbrand (Nike force, which is energy drink). Subbrands are able to extend a master brand into meaningful new segments. There is a closer connection between subbrands and the masterbrand than between endorsers and endorsed brands. This means that the subbrand is able to affect the assocations of the master brand which can be a risk or an opportunity. With the branded house strategy, a master brand becomes a dominant driver across multiple offerings. The subbrand becomes a simple descriptor with no driver role. For example Virgin is a branded house and the master brand provides an umbrella for all the brands below it. There is Virgin music, Virgin Airlines, Virgin condoms, Virgin Radio, Virgin Cola etc etc. Other companies that are branded houses are Sony, Adidas, Disney. A branded house can limit the firm's ability to target specific groups. It is hard to maintain a good image or a quality position with a large market share. But the branded house does have its benefits. It enhances clarity, synergy and leverage. _Source: http://www.slideshare.net/IndumentalCo/aaker-brand-architecture_ EXAMPLES ARE MENTIONED IN THE PREVIOUS TEXT ALREADY._BIBLIOGRAPHY_
Aaker, D. & Joachimsthaler, E. (2000). _Brand relationship spectrum: The key to the brand architecture challenge. _Accessed on 3th of March2016:
http://www.slideshare.net/IndumentalCo/aaker-brand-architecture Equibrand Consulting. (n.d.). _Brand architecture strategy. _Accessedon 3th of March
2016: http://equibrandconsulting.com/services/brand-consultant/brand-architecture/strategy 3rd March 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Feb
18
VISUAL BRAND IDENTITY Last week friday we started a case about Visual brand identity. We came up with the following problem: _"How to build and maintain visual brand identity across differentchannels?"_
To answer this question, we came up with three learning objectives. _- How to design and implement visual brand identity? _ _- How to communicate brand identity through visual elements?_ _- How to take cultural difference into consideration when designing visual brand identity? _ HOW TO DESIGN AND IMPLEMENT VISUAL BRAND IDENTITY? Carbon Creative (n.d.) defines visual brand identity as the symbolic embodiment of all the information connected to the company, product or service that the brand has to offer. visual brand identity creates associations and expectations. It is about visibility and the connotations that are associated with the visual elements. The visual brand identity has to be recognisable by all stakeholders so they can make instant connections to the wholebrand.
In order to build a succesful visual brand identity, Jacqueline Thomas (2015) comes up with actional tips. - Who is your audience? Define your audience first. - How do you offer value? Find out how you offer value to your customers. - How do you visualize your personality as a brand?Find out what your personality is and how you can visualize this in your logo/website forexample.
- How do you find the emotion? Try to tell your customers a story that moves them in a certain way - How often should you tell your story? - Do you keep it simple? The visual brand identity doesn't have to be complicated. If it gets too complicated, it might confuse youraudience.
- Do you keep it consistent?Consistency lies in using the same filter, same size and same font type across all your different platforms. - The visual story should be easy to understand- Speaking the languageIf you are on social media, you should be fluent in the conversation. For visual branding, it's important to find the appropriate content for your audience on each media. - Use the right font.Fonts are able to help you convey the tone. - Use the right colour For example, blue color says that you can be trusted (good for banks). Purple is associated with luxury and creativity. Red is passionate and bold, it grabs attention. Green is eco friendly and fresh and last is black, which is great for authoritative sites. it also works as sophisticated with established brands such as Adidas. - Interact with your audience for feedback- Use a templateThis helps with having consistency on your media platforms. - Be relatable Your audience needs to feel connected to you. The best way to gain that is to be transparent._
Source: https://designschool.canva.com/blog/20-easy-tips-build-visual-brand-identity/__Source: https://www.carboncreative.net/services/branding/visual-identity/_ The above source also covers the question about how a company has to communicate their brand identity through visual elements. _How to take cultural difference into consideration when designing visual brand identity? _The economist (2009) has an article on their website that says that visual brand identity of a company has to be suitable for different cultures and be able to not cause any mistunderstandings. For example, A Dutch company comes up with a Dutch name for a company which has a complete different and offensive meaning somewhere else around the globe. If the Dutch company decides to go international, they will have problems with this. Source: http://www.economist.com/node/14126533_BIBLIOGRAPHY _
Anonymous. (2009). _Branding. _Accessed on 18th of february: http://www.economist.com/node/14126533 Carbon Creative. (n.d.). _Visual id. _Accessed on 18th of february: https://www.carboncreative.net/services/branding/visual-identity/ Thomas, J. (2015). _20 Actionable tips to build a winning visual brand identity. _Accessed on 18th of february: https://designschool.canva.com/blog/20-easy-tips-build-visual-brand-identity/ 18th February 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Feb
12
BRAND IDENTITY AND IMAGE On the 5th of February we started a new case about Brand Identity and image. After reading an article about the namechanging of the Finnish company Posti, we had to come up with a problem.PROBLEM:
_How to communicate brand identity & image?_ For this problem there were already learning objectives. LEARNING OBJECTIVES: - _What is the difference between brand identity and brand image? _ _- Compare different brand identity models_ _- How do brand identity and brand image affect business?_KEYWORDS:
_Brand identity, brand image, customer experience, postal, international branding, emotional bond and brand recognition. _ WHAT IS THE DIFFERENCE BETWEEN BRAND IDENTITY AND BRAND IMAGE? On the website of the Management study guide there is an image that compares the brand identity to the brand image.BRAND IDENTITY
BRAND IMAGE
1
Brand identity develops from the source or the company. Brand image is perceived by the receiver or the consumer.2
Brand message is tied together in terms of brand identity. Brand message is untied by the consumer in the form of brand image.3
The general meaning of brand identity is “who you really are?” The general meaning of brand image is “How market perceivesyou?”
4
It’s nature is that it is substance oriented or strategic. It’s nature is that it is appearance oriented or tactical.5
Brand identity symbolizes firms’ reality. Brand image symbolizes perception of consumers6
Brand identity represents “your desire”. Brand image represents “others view”7
It is enduring.
It is superficial.
8
Identity is looking ahead. Image is looking back.9
Identity is active.
Image is passive.
10
It signifies “where you want to be”. It signifies “what you have got”.11
It is total promise that a company makes to consumers. It is total consumers’ perception about the brand. _Source: http://www.managementstudyguide.com/identity-vs-image.htm_ COMPARE DIFFERENT BRAND IDENTITY MODELS_Aaker model_
_Keller's brand equity model_ In the first step of the pyramid, you as a company try to create awareness among the target audience. The second step is to identify and communicate what your brand means. After that, the customers responses fall into two blocks, the judgements and feelings. Customers judge the brand based on quality, credibility, consideration and superiority. The top of the pyramid, resonance, is only achieved when your customers feel a deep psychological bond with your brand. (for example, people that only buy coca cola or buy macbooks just because it's an apple) _Kapferer brand prism model__Brandz model_
HOW DO BRAND IDENTITY AND BRAND IMAGE AFFECT BUSINESS? According to Keller (2010) the brand identity and brand image of an company affects their business in a very big way. It's for example the reason why you go for Coca cola instead of Pepsi, or the other wayaround.
Besides that a good brand image or brand identity helps to guarentee good quality to customers, it also helps to trigger their mind everytime they see an ad from the brand. Not only is brand identity and brand image of influence on the customer. It is also important for the employees. Brand image and identity helps the employee to understand what the vision of thecompany is.
_Bibliography
_
_Source: http://www.managementstudyguide.com/identity-vs-image.htm_ 12th February 2016 gepost door Anonymous0
EEN OPMERKING TOEVOEGEN*
Feb
4
INTEGRATED MARKETING COMMUNICATION (IMC) Last week, 29th of January we started a new case about Integrated Marketing Communication. After discussing the subject and the brainstorm, we came up with aproblem:
_"How can companies create an integrated marketing communicationsystem?"_
In order to answer this question, we formulated a few learning objectives. They go as followed: _- What is IMC about and how does it work in practice? Name a fewexamples._
_- How can a company synchronize communication tools/channels to give a consistent message?_ _- What are common mistakes in IMC? Give a few examples. _ The keywords that will be used for this task are the following: SP, PR, IMC, Advertising, communication tools, integrated elements, commongoal, publicity.
_WHAT IS IMC ABOUT AND HOW DOES IT WORK IN PRACTICE? NAME A FEW EXAMPLES. _Clow & Baack (2009) describe in their book 'Integrated advertising, promotion and marketing communications' IMC as a coordination and integration of all the marketingcommunication tools combined. IMC has the maximal impact on its customers against thelowest costs.
There are several companies that use IMC such as Apple, Target, Saatchi (Toyota). For example, Saatchi 2010 campaign for the Toyota Sienna during the olympic winter games. Toyota integrated their social media into their traditional mix and invited the receivers from the ad from TV or print to learn more about their YouTube channel. And then they made a music video which was connected to the television ad. It has passed the 8 million views on Youtube and has been declared a big success (West Verginia University, z.j.). _source: http://imc.wvu.edu/about/what_is_imc_ _WHO IS IN CHARGE OF IMC, WHAT DO YOU COORDINATE IN AND HOW? _It's usually the marketing manager(s) that is/are in charge of the IMC since it's basically all the marketingcommunication tools combined. In order to coordinate the advertising tools, promotion tools and integration tools, a IMC plan has to be developed. This plan has to contain a situation analyses, marketing targets, marketing budget, marketing strategies, marketing tactics and evaluation. Each part is neccessary to synchronize communication tools/channels to work together and deliver a consistent message (Clow & Baack, 2009). _What are common mistakes in IMC? Give a few examples._ Don Patrick (2013) writes in his article on the website 'Target Marketing' about 5 lethal but common mistakes in IMC campaigns. * Don't ignore the power of postal Emails seems like the cheapest and easiest way to reach your customers, but if that leads to ignoring your postal, it might lead to an costlier outcome. When doing marketing via email, there is a chance that you are missing out on the most of your target profiles. Without using postal, the campaigns miss out on their potential reach. Nowadays, consumers are overwhelmed by online advertisements and usually don't read them. A nicely made postal piece could possibly have a way better result. * Be aware of what generates your online results Always keep track of your results during the process. This way you can adjust your focus to improve better statistics.* Poor data hygiene
Data is living which makes it hard to manage it. It changes constantly as your target audience live their lives. Marketeers need to find their way of keeping their databases up to date. * Inefficient use of modelling Modelling is a really effective way to target the right prospects for your product. Using non effective models or no models at all, will result in the company targeting irrelevant customers and thus wastingmoney.
* Hasty results analysis Using your time to deeply analyze your results and adapt future efforts is of big importance since it has significant impact on the overall performance of your IMC. Analysis assists with helping the marketeers to see the bigger picture. It shows how your efforts have influenced the company overall. Example of a marketing campaign failure is one of Tropicana. Tropicana became famous because of the orange design on their products. Yet the company decided to modernize the design of their products. The company underestimated the attachment of the customers to the old design. The change had a huge backlash and the company decided to change back to the old design after a month. source: http://www.businessinsider.com/rebranding-failures-2010-3?op=1&IR=T source: http://www.targetmarketingmag.com/article/5-lethal-but-common-mistakes-integrated-marketing-campaigns/4/_Bibliography_
Clow, K. & Baack, D. (2009). _Integrated Advertising, Promotion, and Marketing Communications. _Published by Pearson Education Male, B. (2010). _10 Major rebranding disasters and what you should learn from them. _Accessed on 5th of february: http://www.businessinsider.com/rebranding-failures-2010-3?op=1&IR=T Patrick, D. (2013). _5 Lethal (but common) mistakes in Integrated Marketing Campaigns. _Accessed on 5th of february: http://www.targetmarketingmag.com/article/5-lethal-but-common-mistakes-integrated-marketing-campaigns/4/ West Verginia University. (n.d.). _What is Integrated Marketing Communications. _Accessed on 5th of february: http://imc.wvu.edu/about/what_is_imc 4th February 2016 gepost door Anonymous1
OPMERKINGEN WEERGEVEN*
Jan
29
STORYTELLING AND CORPORATE COMMUNICATION On 22th of January we started our first PBL session. This PBL session would be about storytelling and corporate communication. In order to get everyone involved with the subject, we watched an advertisement of Google. The commercial was created for the Indian audience and was called 'Reunion' _S_ Link: https://youtu.be/gHGDN9-oFJE We discussed the commercial and started with our PBL case to come to a problem and learning objectives. PROBLEM: How to use storytelling for corporate communication? LEARNING OBJECTIVES: _1. How to identify our target audience? (stakeholders)_ _2. How to make an effective/good story? (Examples)_ _3. How to communicate the corporate values through storytelling?_ The keywords used for this problem are the following: Storytelling, corporate communication, emotions, target audience, company image,message.
_IDENTIFYING OUR TARGET AUDIENCE AND STAKEHOLDERS_ In order to answer this question, the stakeholders need to be defined. Stakeholders are everyone that is involved with the company. Think about the employees, customers, shareholders, suppliers anddistributors.
Chuck Cohn (2015) writes that to dentify your target audience, you have to start determining what needs your product fulfills and who is most likely going to buy your product. People have different needs, for example, a 40-year-old director that lives together with his wife and two sons has different needs than a college student. Certain factors have to be taken into consideration such as age, location, status and buying power. The next part is narrowing down using the funnel approach. For example, if your product is eyeliner, you can be almost certain that only women will be interested in this. So you can start off by narrowing down your target audience to only women. Next can be like age group because people with a big age difference tend to have different interests. Another filter can be the income. People that have a lot of income compared to other people tend to spend more money on 'similar' products. After that you have to find out who is most interested in the values of your service or product. As company, you'll have to obtain data aswell. For example surveys that show promising demographic groups. But besides doing deskresearch, you can use your own network aswell. Look at what kind of product your friends or family use and ask why they are using it. _Source: http://www.forbes.com/sites/chuckcohn/2015/02/06/steps-to-identify-your-target-market/3/#2715e4857a0b3d0159a54bc9_ _How to make an effective/good story? _ Paul Jarvis (2014) comes up with five elements that will help with creating a good story. -_ Simple: _Good stories are understandable for everyone. The stories are told in the languages that matches with the way the audience communicates. This is done so that the receiver (audience) doesn't have to spend time interpreting and then absorbing. Simplicity makes it easier for the receiver to remember the message. _- Emotional: _Good stories requires atleast one emotional component. Think about humour, joy or sadness. _- Truthful: _The one creating the story should believe in what is being said in the story and also be honest about it with the audience and him/her/theirselves. _- Real: _Good stories are the ones that are first-hand experiences that the teller actually witnessed. - _Valid: _Regardless to any audience size, a good story works foreveryone.
_Source: http://www.inc.com/paul-jarvis/the-5-common-elements-of-good-storytelling.html_
_HOW TO COMMUNICATE THE CORPORATE VALUES THROUGH STORYTELLING? _Storytelling is universal across cultures, disciplines and stays over time. A lot of corporate communication plans have failed in the past due to not being able to convey the company's values. For a company it's important the values are established across the company or else the values will lose their meaning rapidly. Involve the employees in the process. Ask for their input on how well the company is living up to it's values. As company, you have to make sure that you think about your values with every decision that youmake.
To summarize this:
- Establish values through the whole company (from employee toemployer)
- Involve the employees- Live your values
_Source: http://www.torbenrick.eu/blog/culture/use-storytelling-to-communicate-your-companys-values/_ A good example of a company that has its values established through the whole organisation is Google. The employees of Google are involved and are living the values of its organisation. _BIBLIOGRAPHY: _Cohn, C. (2015). _Steps to identify your target market. _Accessed on 29th of January: http://www.forbes.com/sites/chuckcohn/2015/02/06/steps-to-identify-your-target-market/3/#2715e4857a0b3d0159a54bc9 Jarvis, P. (2014). _The 5 common elements of good storytelling. _Accessed on 29th of January: http://www.inc.com/paul-jarvis/the-5-common-elements-of-good-storytelling.html Torben, R. (2013). _Use storytelling to communicate corporate values. _Accessed on 29th of January: http://www.torbenrick.eu/blog/culture/use-storytelling-to-communicate-your-companys-values/ 29th January 2016 gepost door Anonymous0
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