Red Bull puzzle

در این آگهی این حس به شما القاء می شود که نوشیدن ردبول به فعالیت مغز شما کمک میکند. یک پازل هزار تکه ای در شکل نشان داده شده که با کمک ردبول کنار هم چیده شده است.

Guide To Writing A Business Plan

by Jerry Glen,

مقدمه

در دنیای رقابتی امروز بقا و موجودیت هر کسب و کاری وابسته به وجود مشتریانی است که مایل به خرید محصولات یا خدمات آن هستند. در مقوله بازاریابی سعی  می شود ضمن شناسایی مشتریان و درک خواسته ها و نیازهای آنها ، به صاحبان کسب و کار بیان گردد که مشتری از محصول و یا خدمت ارائه شده از سوی آنها چه انتظاری دارد ، چقدر حاضر است برای آن هزینه کند و نیاز او در چه موقعیت مکانی و زمانی وجود دارد. بنابراین بازاریابی چنان مهم و ضروری است که می توان موجودیت هر کسب و کاری را کاملا وابسته به آن دانست. مقاله زیر بر آن است ضمن اشاره به اهمیت تدوین برنامه بازاریابی به بررسی اجمالی چهار موضوع کلیدی در بازاریابی یعنی تحقیق و بررسی بازار ، استراتژی بازاریابی ، بازاریابی هدف و آمیزه بازاریابی بپردازد.

تبلیغات خلّاق

در دنیای امروز که حجم وسیعی از تولید رسانه های گروهی ، به آگهی های تبلیغاتی اختصاص داده شده است ، دنیای تبلیغات به مافیای غول آسائی مبدّل گشته است . حال چگونه می توان از این سد گذشت و در ذهن مصرف کنندگان جای گرفت ، سئوالی است که نه بی پاسخ است و نه نا ممکن .

تبلیغات خلاق

دوره کودکی من با شلیک کردن به " آقای ویپل "  روی صفحه ی تلویزیون گذشت .

تنفر من از آقای ویپل از آنجا بود که برنامه تلویزیونی که خیلی دوست داشتم ، در بهترین جایش متوقف می شد و تصویر آقای ویپل با پیام بازرگانی مسخره اش شروع می شد .

1- انواع بيلبوردها و تابلوهاي تبليغاتي

2- تابلوهاي منصوب بر پيكره پل‌هاي هوايي و مستقر بر روي بام (غير صنفي )

3- تبليغات منصوب در پايانه‌هاي ريلي ، زميني و هوايي كه بر بدنه واحد صنفي خاصي نصب نشده باشند .

آگهي تبليغاتي ماهيتاً يك برنامه تلويزيوني است كه به رغم زمان كوتاه هدفي بلند و تأثيري عميق و گسترده دارد، چرا كه با بهره گيري از تكنيك هاي پيشرفته، بياني شيوا و موجز و ساختار قوي، عمدتا توسط زبده ترين متخصصان تهيه و اغلب در پربيننده ترين ساعات رسانه پخش مي شود. بي ترديد جذابيت هر چه افزون تر اين شاهكارهاي كوچك كه در واقع نشان از درك عميق هنري، انديشه هاي توانا و خلاقيت ذهني سازندگان دارد كمال مطلوب است، مشروط براينكه حريم ارزش هاي فرهنگي و اجتماعي جامعه كه اولي ترين مسئوليت هنر و هنرمند متعهد و بل آحاد جامعه است ، حفظ گردد.

7 Ways Research Shows How Color Affects Your Brand

by Susan Gunelius on August 3rd, 2007

I was exchanging emails with Gabriel Goldenberg from SEOROI.com when he brought up the topic of color branding. I love this subject. There are so many ways that color can have a positive or negative impact on your brand and much of it has been identified and validated through research.

Doodle 4 Google: Bringing Branding and Logo Design to Schools

by Susan Gunelius on February 20th, 2008

Google (NASDAQ: GOOG) has a cool program called Doodle 4 Google based on the fun interpretations of the Google logo that are often used on the Google website on holidays and other special days. Google’s webmaster, Dennis Hwang, has been creating these fun Google logo interpretations for the past eight years (check out some examples of Dennis’ work below). Now, Google is letting schoolchildren put their own interpretations on the Google logo.

Color Branding and Marketing: A Review of Color Preferences

by Susan Gunelius on February 19th, 2008

I’ve written before on Brandcurve about color branding and the psychology behind colors. In the past, I’ve written from the perspective of what colors mean and how the psychological reactions to colors you use in your logo, marketing materials, website, etc. can affect your brand and your business. Today, I’m going to take a look at color branding and marketing from a slightly different perspective - how color preferences affect your brand and marketing strategy.

Who Can Resist a Bargain?

 Many marketers believe customers are attracted to discounted prices. Yet this assumption may be wrong. While a lowered price might make people more inclined to buy your product, they may also be less satisfied with their purchase.

Social Security Shenanigans

Everyone knows you're supposed to guard your social security number like a state secret. After all, those nine digits are the open sesame for criminals who want to run up huge tabs on credit accounts opened in your name. They get new computers, Caribbean holidays and expensive watches; you get to spend years rebuilding your credit.

دختر زیبا در مهمانی
و روش های بازاریابی!

Advertising slogans often play a large part in the interplay between rival companies. An effective slogan usually:

• states the main benefits of the product or brand for the potential user or buyer
• implies a distinction between it and other firms' products - of course, within the usual legal constraints
• makes a simple, direct, concise, crisp, and apt statement
• is often witty
• adopts a distinct "personality" of its own
• gives a credible impression of a brand or product
• makes the consumer feel "good"
• makes the consumer feel a desire or need
• is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonic devices, such as jingles, ditties, pictures or film sequences on televised commercials
• sounds good

Integrated Marketing Communications (IMC), according to The American Marketing Association, is “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” Marketing Power Dictiona Integrated marketing communication can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations billboard, radio, and television.

Goal of Integrated Marketing Communications

A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. In practice, the goal of IMC is to create and sustain a single look or message in all elements of a marketing campaign. A successful integrated marketing communication plan will customize what is needed for the client based on time, budget and resources to reach target or goals. Small business can start an integrated marketing communication plan on a small budget using a website, email and SEO. Large corporation can start an integrated marketing communication plan on a large budget using print, mail order, radio, TV plus many other online ad campaigns.

 Reasons For The Growing Importance of IMC

There have been many shifts in the advertising and media industry that have caused IMC to develop into a primary strategy for most advertisers

 7 main shifts

1. From media advertising to multiple forms of communication (including promotions, product placements, mailers...)
2. From mass media to more specialized media, which are centered around specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated market. The market control has transferred into the consumer's hands.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability. Agencies now play a larger role in advertising than ever before.
6. From traditional compensation to performance-based compensation. This encourages people to do better because they are rewarded for the increase in sales or benefits they cause to the company.
7. From limited Internet access to widespread Internet availability. This means that people can not only have access to what they want 24/7 but that advertisers can also target different people 25 hours a day.

SEKURU FRANCO (1968)highlighted the issue of marketing in relation to the stigma of sales.

 Obstacles to Integrated Marketing Communications

 Roles of Individual Media

This goal may appear simple but, for companies with different teams of people working on each element of the campaign, it can be a challenge to create effective advertising for all media using the same images and messages. Tactically, most marketers think the goal of each medium is different. For example, television ads are generally used for awareness generation, print to educate, and outdoor and radio to keep the message top-of-mind. In reality, the goal of all advertising, including packaging, is to sell.

[edit] Identifying Best Marketing Elements

Even though the different elements in a campaign are designed to work together, that does not mean that all the creative executions will work equally well. This obstacle can be overcome by using advertising to identify the images and messages that will work best across media platforms. Marketers can use systems, such as the ARS Impact Campaign system (www.ars-group.com), to directly compare recall and persuasion scores across IMC vehicles and to understand synergies that make the whole IMC program more powerful than the sum of its parts. Simple, comparable metrics with a proven relationship to business performance make it easy for ad managers to make comparisons across media platforms.

 Solution: Market Research

They are attention, branding, and motivation. An effective ad must capture the attention of the audience; it must be well branded so the consumer properly attributes the message only to the sponsor’s product or service; and it must motivate the consumer to move closer to the sale.

To see what additional metrics are important to each type of media, see Image 1 of this article.

Formula for Selecting Most Effective Marketing Elements

The goal of researching the elements of proposed integrated marketing communications is to create a campaign that is effective across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branding, and motivational points within each.

In today's accoutable marketing environment, sophisticated marketers must focus on applying IMC to move consumers from "awareness" to "action". Therefore, in order to optimize IMC performance the testing system utilized must be able to factor the abilities of multiple brand contact points to generate recall and to persuade. A consistent metric system using these variables will greatly simplify interpretation of the metrics and illuminate synergies to be exploited with IMC.

Although integrated marketing communications is more than just the ad campaign, the bulk of marketing dollars is spent on the creation and distribution of the advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points: letterhead, packaging, trucks, customer service representative training, and more, to complete the IMC cycle.

Some other creative marketing communications methods include: social marketing and green marketing may enhance or facilitate the marketing process of building relationship among stakeholders (customers, employees, suppliers, partners, communities, shareholders).

منبع: ویکیپدیا