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Marketing and promotional management seminar

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by

Matei Barbu

on 9 April 2014

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Transcript of Marketing and promotional management seminar

Brands and message appeals
Ideas
Ideas
Ideas
Marketing and promotional management seminar
A) Advertising is almost the same with
marketing.

B) Advertising is an organizational function
related to marketing

C) Advertising is a part of marketing

D) All of the above.
Break
AIESEC Promotion
Poster
Flyer
Pen
Sticker
Mug
FB/G+ cover
Website/FB pages
Ads
PR
AIESEC Message
1. A mind is a terrible thing to waste
2. For the people in charge of the change
3. Expand your mind, change your world
4. Make the most of now
5. Time is the new currency
6. Success is a mind game
7. Let's make excellent happen
SOSTAC Planning
What is Advertising?
The 4 Ps of Marketing Mix
Promotion Mix
Integrated Marketing Communications
1. More contact points

2. More specialised media

3. More than ever, customers are king

4. Marketing is now more data-based

5. More widespread internet use
Why IMC?
Product
Price
Place
Promotion
Customers
Marketing
Communications
Traditional Model
New Model
1. Where are we now?
2. Where do we want to be?
3. How do we get there?
4. How exactly do we get there?
5. The details of the tactics
6. How do we monitor performance
Credibility
Attractiveness
Power
Comparative
Fear
Humor
Emotional
Rational
Sexual
The power of a brand

Blind

Open
Prefer Coke 51% 23%
Prefer Pepsi 44% 65%
Equal/can't say 5% 12%
Similarity
Familiarity
Likeability
Top Celebrity endorsers in US
Males
Females
Tiger Woods
Michael Jordan
David Beckham
Lance Armstrong
Maria Sharapova
Jennifer Lopez
Jessica Simpson
Beyonce
Serena Williams
Risks
*Overshadow the
endorsed product

*Overexposed celebrity

*Audience not receptive
to the endorsers

*Celebrity's behaviour
threat to the brand
www.aiesec.lt
AIESEC Vilnius and ISM!
Ačiū!
Re-branding
Marketing = Advertising
Marketing = Advertising
Marketing is the process of aligning your offering to the customer's needs and communicating to them
Full transcript