the constituents of the promotional mix 2. Understand the role of promotion within the marketing mix 3. Understand the role of advertising agencies and the media 4. Be able to promote a simple promotional campaign Recommended Resources Internet websites: www.asa.org.uk‚ www.cim.co.uk. Textbooks: Dransfield R‚ BTEC National in Business Student Book (Heinemann‚ 2007) Visit to local businesses Campaign magazine Teaching Methods Case studies Discussions Group work Video clips of adverts
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Marketing Campaign is John Varvados’ Fall 2012 campaign featuring English rockers Paul Weller (54) of The Jam and Miles Kane (26) of The Last Shadow Puppets. Dubbed “Rock n’ Roll Gentlemen” by Varatos himself‚ the campaign is a combination of traditional print and digital media for a high-end fashion line which promotes stylized design and usability for men‚ both young and old. In a world that’s always changing things‚ Varvados aims to connect the old and new‚ paying deference to the past iconic
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EXECUTIVE SUMMARY Campaign Overview The Google Challenge took part over three weeks. Istarske toplice was the company chosen to be represented. The main goal of our campaign was to attract more Google search engine users to visit the current web site which offers all the information about services‚ including the prices and ability of booking. Our Google AdWords campaign should fulfill their objectives and spread their popularity in the neighboring countries. These objectives were met
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June 2012 Student: Truong Vu Phong Lan Tutor: Chris Fill Date: 29 June 2012 GRENOBLE GRADUATE SCHOOL OF BUSINESS ADVERTISING and MARKETING COMMUNICATION Msc Marketing 5 _ 2011-2013 INTRODUCTION Starbucks is known as the biggest global coffee company all over the world with its chain of more than 17‚000 stores in approximate 57 countries currently through its company-owned stores and licensed retail stores (Starbucks‚ 2011). The first store of Starbucks was first located in Seattle’s
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1.3 Evaluation of Digital Campaign: DoubleTree by Hilton DoubleTree by Hilton is developing a multi-channel social media strategy to improve its customer service and increase its brand awareness. Carrying on the slogan “The little things mean everything” a campaign to help better serve customers was created on Facebook and Twitter‚ asking guests to answer a few simple questions on a Facebook tab for the chance to win a tin of their signature chocolate chip cookies (Stubbs‚ 2012). The brand
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The Ritz-Carlton Hotel Company‚ L.L.C. What value does a focus on the Gold Standards have for The Ritz-Carlton Hotel Company? The Ritz-Carlton Hotel Company aims to succeed in one of the most logistically complex service businesses. Targeting primarily industry executives‚ meeting and corporate travel planners and affluent travelers‚ the Atlanta based company manages 25 luxury hotels that pursue the distinction of being the very best in each market. It does so base on the strength of a comprehensive
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elusive concept. What is the essence of The Ritz-Carlton experience? What is The Ritz-Carlton selling? “We are not in the hotel business. The hotel business is about selling rooms‚ selling food‚ selling the bar. We do those things incidentally‚ but our business is service… Service is our profession.”‚ so Horst Schulze‚ founding president and COO of Ritz-Carlton Hotel‚ about the exceptional customer service philosophy of the company. The Ritz-Carlton focuses on taking care of their customers and
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E-Mail Marketing Campaign E-mail marketing aims to promote business and services via e-mail. Very frequently people log into their mail and receive the message you send. E mail marketing is the most effective means to reinforce the awareness of your brand in people’s memories over longer time periods. Repetition is the key. But you have to take care of spam- an unsolicited promotional email‚ which is sent in large numbers to people without their permission. So your bulk email marketing according
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MAKING YOUR MARKETING COMMUNICATIONS MORE POWERFUL 1. Position the product in the customer’s mind – how you want your customer to think and feel about your product. 2. Find a creative big idea – which will persuade people or convince them to try your product. 3. Having an emotional appeal 4. The message must sell itself – a. Image strategy – good image of the brand b. Information strategy – giving information about the facts. Giving information about
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“why organic?” Our campaign‚ “why organic?”‚ includes a series of print ads that increase awareness to consumers about chemically injected foods. Our campaign is differentiated from other campaigns by the multiple perspectives our ads take while sharing a common theme in design and overall point. Humorous‚ fearful‚ and informative pictures and facts are used to show consumers the connection between non-organic foods and disease‚ cancer‚ and other disorders in consumers. Although organic foods
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