English
中文Discuss advertising's ability to support marketing issues
This essay aims to outline and discuss specific issues and concepts related to marketing, in particular the influence that advertising has on branded products and their consumption. This essay uses Advertising and Promotion- Communicating Brands by Chris Hackley as a core theoretical text. Using specific ‘branded’ products and companies as examples, this essay will examine […]
Why has advertising and promotions come to be so central and ubiquitous in modern life?
Product advertisements are broadcasted through media such as the television, internet, newspapers and magazines, flyers, posters, and so many others. Billboards are a common element in cityscape, commercials are squeezed in as part of the timeslots of TV shows, and print ads constitute a thick percentage of the pages of magazines. And since the development […]
Role and structure of a media plan
One of the major challenges faced by marketers and brand managers across the world today is that of positioning the various product brands they manage, differentiating it from competing product offerings, and communicating these differential attributes and the benefits that the customer can derive from these attributes. Marketing communications consists of the messages and related […]
Three Key Global Marketing Communication Patterns
Abstract This study analyses three key global marketing communication patterns and how they affect the consumer. It looks at how standardized campaigns, which do not conform to the customer at all, can be employed, and also looks at how its opposite the adapted campaign, which changes for every market, can do the same. The study […]
Research Methodology
The purpose of the study is to understand the three key global marketing techniques: standardization, adaptation and combination. Through the interviews, this research aims to understand how strategies like adaptation and standardization work and how they are employed. It attempts to look at both the advantages and disadvantages of each of these methods. This study […]
Advertising, Communication and Promotion Management
1.0: Introduction With the UK mobile phone market estimated at £1,105 million according to a recent Mintel report, and growth expected over the next few years, it is fundamental that Orange ultimately utilise the most effective working practices and operational procedures. With these industry trends continuing, and increased competition from existing, and new entrants expected, […]
Advertising Strategy and Management
Situation Analysis Globalisation and its impacts – the present scenario Globalisation as process has come to imply two distinct processes, the first being technological modernisation, whereby new developments enable movements of goods and services across hitherto less-traversed geographical borders (Gallina, 2002), and the second being a commercialisation of a set of products or services that […]
A Discussion of Advertising in the World of Integrated Marketing Communications
I. Introduction During what now seems to be an ancient era, people would simply turn on the television or flip to a newspaper page and be convinced to buy a particular product or take part in a major event. Tide Detergent would just produce a straightforward TV spot announcing its new and improved formulation, or […]
