Simplifying the Jargon
Getting Familiar with Advertising
What is Advertising – Advertising is all about bringing ideas to life. Advertising is an audio or visual form of marketing communication that employs a sponsored, non-personal message to promote or sell a product. Advertising is paid communication through a non-personal medium. The sponsor is identified and the message is controlled.
Marketing Talks, Advertising Talks, Branding Talks, Artificial Intelligence Talks, Virtual Reality Talks, Small Town Talks, Brand Activation Talks, Events Talks, Roadshows Talks, Research Talks, Social Cause Talks, Social Media Talks, we do all of them with elan.
What are a Target Group/ Target Audience– Target Group/ Target audience is the intended audience, a particular group of users in a pre-identified, predetermined target market, as the recipients of a particular advertisement or message. Businesses with a wide target market will focus on a specific target audience for certain messages to send.
What is a “Formative research”-Formative research looks at the targeted community in natural habitat, and helps understand the interests, attributes and needs of different populations. Formative research is a research that occurs before a communication is designed and implemented.
What is a “Market Strategy” –Marketing strategy is the intent to increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-term marketing activities that begins with analysis of the strategic initial situation and the formulation, evaluation and selection of market oriented strategies contributing to the goals of the company objectives.
What is a “Creative Strategy”– Creative strategy is an outline for the launch of an advertising campaign. The creative strategy explains how the advertising campaign will meet the advertising objectives of the business.
What is “Brand Activation”- Brand Activation means bringing a brand to life. Brand Activation is the art of driving consumer action through brand interaction and experiences. It’s about forming long-term emotional connections. In simple words, if we could see a brand as a living being, what persona it will have, what it will do, what his pastime will be, where will we find it, which living person we could associate it with, what would users find through a brand activation. It needs a right mix of insight, budget, concept, consumer interest, promotional support, and sufficient time in market, eye catching creative and an important point to consider. Brand Activation is an exact science to get the combination right and arrive at a right mix.
Media Plan – Sourcing and selecting optimal media platforms by determining the best combination of media to achieve the marketing campaign objectives. In the process of planning, the media planner needs to answer questions:
- How many of the audience reached through the various media?
- On which media (and ad vehicles) should the ads be placed?
- How frequent should the ads be placed?
- How much money spent in each medium?
Choosing which media or type of advertising is especially challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area. Mass media usually covers too much territory and thus isn’t cost-efficient for a small firm.
Public Relations – Public Relations (PR) is managing information between a person or an organization and the public. Public relations include gaining exposure to audiences using topics of public interest and news items without direct payment. This differentiates it from advertising as a form of marketing communications. Public relations are the idea of creating coverage for clients for free, rather than marketing or advertising. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them for a certain view about the organization, Leadership, products, or political decisions.
Meetings, Incentives, Conferences, and Events– MICE – Large groups are brought together for a particular purpose when planned in advance. Incentive tourism is an employee reward program by a company or institution for targets met or exceeded, or a job done well. MICE events are usually centered on a theme and are aimed at a professional or trade organization.
Customer Relationship Management – CRM is to manage a company’s interaction with current and potential customers. It uses data analysis about customers’ history with a company and to improve business relationships with customers, focusing on customer retention and driving sales growth. This includes a company’s website, telephone, email, live chat, marketing materials, and social media.
Shopper Marketing – Shopper marketing is “understanding how one’s target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders as brands, consumers, retailers and shoppers. Shoppers are understood basis their interpretation of the needs of the consumer, what their own needs as a shopper are, where they are likely to shop, stores influencing them, and what in-store activity influences them.
Direct Marketing– Direct marketing is a form of advertising to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters and targeted television, newspaper, magazine advertisements and outdoor advertising. It is also known as Direct Response Marketing.
Celebrity Endorsement– Celebrity branding involves celebrities using their social status and fame to help promote a product, service
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