Chapter 3-Advertising and Society Figure 3.1 Build a Foundation Advertising is part of the glue that holds our culture together. It allows us to share a common experience in a landscape populated (for better or worse) by brands, images, logos, and even silly jingles. We define who we are by what we buy and wear because we know that others judge us by what we buy and wear. And advertising influences… Read More »Advertising and Society
Chapter 2A User’s Manual: Advertising, Promotion, and Marketing Essentials Figure 2.1 Build a Foundation Advertising is in trouble only if you think of the narrow box advertising has traditionally been in, which is getting on TV or in print. Linda Kaplan Thaler, Founder, Kaplan Thaler Group This is not a book about advertising. This is a book about touching consumers where they live—and work and play. Now that we’ve met some… Read More »Advertising, Promotion, and Marketing Essentials
Chapter 1-Meet SS+K: A Real Agency Pitches a Real Client Figure 1.1 Fourteen Months to Launch! 1.1 Why Launch!? LEARNING OBJECTIVE After studying this section, students should be able to do the following: Recognize the bold new approach for delivering information to today’s college students (aka digital natives) that Unnamed Publisher creates. Knowledge Is a Flat World The textbook publishing industry is undergoing staggering change as many traditional business models and practices quickly lose relevance.… Read More »Meet SS+K: A Real Agency Pitches a Real Client
Table of Contents Licensing Information Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client Chapter Introduction Why Launch!? Meet Our Agency Partner: SS+K The Pitch: Win the Account Let’s Meet the Potential Client Exercises Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials Chapter Introduction Advertising Is Old—and Brand New The Four Cornerstones of Marketing: The Four Ps Advertising Industry Structure Exercises Chapter 3: Advertising and Society… Read More »Advertising and Promotion
Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities 2.1 The Value Proposition Learning Objectives Explain what a value proposition is. Understand why a company may develop different value propositions for different target markets. What Is a Value Proposition? Individual… Read More »Copy of Marketing Strategic Planning
16.4 Ongoing Marketing Planning and Evaluation Learning Objectives Apply marketing planning processes to ongoing business settings. Identify the role of the marketing audit. Our discussion so far might lead you to believe that a marketing plan is created only when a new offering is being launched. In reality, marketing plans are created frequently—sometimes on an annual basis, or when a new CMO is hired, when market dynamics change drastically and… Read More »Ongoing Marketing Planning and Evaluation
16.3 Forecasting Learning Objectives List steps in the forecasting process. Identify types of forecasting methods and their advantages and disadvantages. Discuss the methods used to improve the accuracy of forecasts. Creating marketing strategy is not a single event, nor is the implementation of marketing strategy something only the marketing department has to worry about. When the strategy is implemented, the rest of the company must be poised to deal with… Read More »Forecasting
16.2 Functions of the Marketing Plan Learning Objectives Understand the functions of a marketing plan. Write a marketing plan. In Chapter 1 “What Is Marketing?”, we introduced the marketing plan and its components. Recall that a marketing plan should do the following: Identify customers’ needs. Evaluate whether the organization can meet those needs in some way that allows for profitable exchanges with customers to occur. Develop a mission statement, strategy, and… Read More »Functions of the Marketing Plan
16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is likely to be involved. Sometimes multiple teams are involved. Many companies create marketing plans at the… Read More »Marketing Planning Roles
16.1 Marketing Planning Roles Learning Objective Identify the people responsible for creating marketing plans in organizations. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO). The reality is that a team of marketing specialists is likely to be involved. Sometimes multiple teams are involved. Many companies create marketing plans at the… Read More »Marketing Planning Roles