Layout is the logical arrangement of components of an advertisement in the copy. It refers to the overall structure, the position assigned to the various elements of the advertisement copy and illustrations. It is deciding on the placement of headlines, copy, illustrations, marketer’s name, logo and the amount of free space in an advertisement copy. Thus, the physical arrangement of all the elements of advertisement is called layout. It is concerned with placing all the elements of the advertisement more attractively within the allotted space and time. The pattern of advertisement layout varies according to the medium to be used. According to Sandage and Fryburger, “The plan of an advertisement, detailing the arrangement of various parts and relative spatial importance of each is referred to as layout”. Preparation of an Advertisement Layout An advertisement layout is a plan for the guidance of the printer in arranging the units of an Continue reading
Marketing Management
Marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas – markets, products, prices, places, promotion, and people. Management is getting things done through other people. Managers engage in five key activities – planning, organizing, staffing, directing, and controlling. Marketing management implies the integration of these concepts.
Managing Brand Equity – Stages and Issues
Consistency is the key to successfully building and managing brand equity. Having a long-term outlook and projecting a consistent image of your brand to the customer will maximize the results of building brand equity. It is critical for managers to realize that brand equity can have positive as well as negative effects on a product or company. In the end, it is the customer that truly defines what brand equity means. If management feels it is necessary to change the direction of a brand or change a product it must be careful not to change too quickly. There are many examples of companies that have changed a product or brand too much or too quickly. On these occasions, consumers met changes with adverse reactions. The most famous example is Coca-Cola. They changed the formula of their flagship product Coke, and consumers reacted so poorly to the new product that the Continue reading
Significance of Social Evaluation of Marketing
Social Evaluation of marketing is an approach that has a long-term impact on an individual. Marketing plays an important role in a society by influencing life of people. Marketing is much more than advertising and selling. It plays an important role in meeting the needs of the consumers. The concept of marketing touches life of every individual. It is a medium through which desire of people is satisfied on everyday basis. The overall concept of marketing concept covers activities like advertising, public relation, promotion, sales, etc. This is a process through which a product or a service is introduced in the market. For the reason it is important to manage the marketing policies. Marketing is a broad concept comprising of activates from procurement of raw material till after sales services. The broad parameter of the marketing strategies helps in organizational design. For the purpose the marketing strategies are developed by Continue reading
Elements of Brand Identity
There are many elements/characteristics associated with a brand, which need to be understood to facilitate brand creation and brand management. These include brand identity, image, positioning, personality, culture and architecture, as well as brand components such as the text, visual images, and sounds. The brand identity is the way in which a brand/product is portrayed by the firm, with the aim of differentiating the brand from competitors while concurrently creating familiarity between the target market and the brand. This is achieved using a range of tools, which will include the brand image, positioning, personality, culture and architecture. The brand image uses these tools in a combined manner to create or embody a unique set of representative associations which helps to establish a relationship between the customer and the brand/product. The brand identity should create immediate recognition not only for the underlying product/service, but the values, positioning, and general benefits associated Continue reading
Benefits of Advertising
Basically advertising is an economic institution. Advertising performs important economic function for the advertiser, affects economic decisions of audience and is an integral part of the entire national and international economic system. Information. One cannot debate the importance of information for consumers about various products, services and organizations to make advantageous economic decisions. The decisions made in the absence or with insufficient information may produce negative and undesirable consequences. Because of ignorance the consumer may purchase inferior product or pay higher prices and may not even know that the product exists. Through ads the information reaches a large number of audience in the shortest possible time. Brand image building. There is hardly any disagreement on this issue. Advertising plays an important role in building the brand image. Consumers develop mental images of brands that may appeal to different market segments. These images may have their root in real or assumed Continue reading
Positioning and Differentiation of Services
Services firms are not identifying their key market segments and then determining how they wish consumers to perceive both their company and its products and services. Positioning is of particular significant in the services sector as it places an intangible service within a more tangible frame of reference. Thus the concept of positioning stems from a consideration of how an organization wishes its target customer to view its products and services in relationship to those of its competitors and their actual, or perceived, needs. “Positioning is concerned with the identification, development and communication of a differentiated advantage which makes the organization’s products and services perceived as superior and distinctive to those of its competitors in the mind of its target customers.” Positioning offers the opportunity to differentiate any service. Each service firm and its goods and services has a position or image in the consumer’s mind and this influences purchase Continue reading