Advertising
What's the difference between marketing and advertising?
Marketing encompasses strategies to build awareness of your company’s products and services. Advertising is a SUBSET of marketing, focused mostly on acquiring customers and driving sales
Missing collocation: ___ discovers whether the company does well in the market compared to its rivals
Competitor analysis
Fill in the gaps:
1) The cumulative function of marketing is to cooperate, allocate, create a _____ for the consumer.
2) The traditional marketing mix is made up of _____ elements.
1) Value
2) Four
What are the traditional 4 Ps? Which Ps were added to the original mix?
Product, price, place, promotion, process and people.
What is a tagline? How is it related to advertising campaigns?
A tagline is a brief phrase used to relay a brand's value. Companies use taglines in advertising campaigns to create a lasting impression on consumers. Taglines tell consumers about the overall company without mentioning the product or service they offer.
What is brand identity?
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.
How can consumer-oriented marketing be created?
One of the common ways to create consumer-oriented marketing is for companies to spend enormous amounts of time, money and resources to examine the everyday life of their customers and then create products to fill a need.
Explain why two additional Ps were added to the original marketing mix.
Simpy put, they respond to crucial changes in customer service, e-commerce, and social media.
Express your ideas: why advertising is often annoying and how to improve it
1) Ads can disrupt the flow of information a user gets;
2) when you enter a page with dozens of ads, it takes longer to load;
3) ads can also be distracting;
3) ads can be irrelevant to the user.
Tips for improvement: the first few seconds on the site are the most important. This is why it needs to be clean and simple. People visit website because they want to read something, see something that was posted. Ads should blend with the content of the website they’re on and should be relevant to consumer.
What do you believe is reasonable/unreasonable rebranding?
Company must have clear reasons for rebranding (expansion of product line or geography, change of company ideology etc.). Good rebranding campaigns usually solve specific problems like changing some minor details in logo.
Give examples of at least 2 definitions of the concept of marketing.
1) Marketing is the act or process of selling or purchasing in a market.
2) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
3) Marketing is the process of getting potential clients or customers interested in your products and services. The key word in this definition is “process”. Marketing involves researching, promoting, selling, and distributing your products or services.
What is the role of product in marketing?
Product encompasses the variety, design, packaging, quality, features and positioning of a product or service. The emphasis on this “P” is constantly growing as consumers are becoming more knowledgeable about, and critical of their purchases.
Express your ideas: how is AI transforming the add Industry?
To drive results and save resources, marketers are using AI to create personalized content, generate ad creatives, and optimize ad campaigns based on accurate insights. They’re also using contextual advertising and behavioral targeting powered by AI and data science to get the right ads in front of the right people.
Express your ideas: why do companies simplify logos?
Simple logos are easier for customers to remember as well as easier for them to use across various devices and platforms: what was previously used primarily on television commercials or print ads suddenly had to be condensed into relatively microscopic areas like social media avatars, mobile ads and app icons
What is the role of employees, stakeholders and society in marketing?
Great ideas!
What are the roles of people and processes in marketing?
Automation systems and processes play a crucial role in the marketing mix. They reduce cost while also playing an integral role in achieving customer satisfaction and measuring results. The right people need to be hired and trained in order to provide superior and consistent customer service for companies. Employees need to be trained on customer habits and behaviors that humanise consumers using customer personas.