Megan_Ch22

Personal Selling

Personal Selling is selling through person-to-person communications process. It is affected by increased emphasis on customer relationship management. The link lists some of the marketing strategies for personal selling. These are, ask questions, address concerns, ask for the sale, and follow up.

http://smallbusiness.chron.com/marketing-strategies-personal-selling-46563.html

Megan_Chp21

Sexual Appeal Advertising

http://smallbusiness.chron.com/examples-sex-appeal-advertising-works-60861.html

Sexual appeal advertising gets a lot of criticism because it degrades people. Usually these people are women. The ads turn them into sexual objects. Skyy Vodka does this a lot. However, sexual advertisings work for the most part. This link says that it works because teasing, supporting, it's in the product, and subliminal ads.

Megan_Chp20

Deceptive Advertising

http://www.businessinsider.com/false-advertising-scandals-2016-3

The book says that when there are deceptive or misleading advertisements it makes it less credible and harder for consumers to trust the future advertisements. This should be a big concern to all marketers. It also defines Puffery, which is advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts. Puffery has generally been viewed as a form of poets license or allowable exaggeration. The link shows 18 false advertising scandals.

Megan_Chp18

The book makes it clear that it is very important to measure the effectiveness of an ad. The biggest reason it lists is to avoid costly mistakes. Ads can cost millions of dollars which is a lot of money to be putting out there without being sure of the effectiveness. The others that it lists are evaluating alternative strategies, increasing the efficiency of advertising in general, and determining if objectives are achieved.

https://www.allbusiness.com/metrics-for-measuring-ad-campaign-effectiveness-1415-1.html

The website tells ways that you can check the effectiveness of the ad. It says you can monitor sales, new customers, requests for information, phone inquiries, retail store traffic, website traffic, or click-through rates. Then it goes on to give tactics to gauge the power of your ad.

Megan_Chp15

Behavioral Targeting

This is when advertisers target consumer needs by looking at their search history and then having ads pop up that suit their interest. This works better than the traditional target markets using demographics. Some think that this is scary and invasion of privacy but they have assured that your privacy is kept safe and that no date is personally identifiable. The article says 4 ways that behavioral targeting is changing the web. It was obviously written by someone who favors it. It also states that millennials are not as worried about privacy and they like this targeting.

http://mashable.com/2011/04/26/behavioral-targeting/#.KKrF3AhEmq2

Megan_Chp12

Creativity Flexibility

https://design.tutsplus.com/articles/20-magazine-templates-with-creative-print-layout-designs--cms-26455

A huge advantage of magazines are that they give advertisers a great deal of flexibility in terms of the type, size, and placement of advertising material. Some magazines will offer at extra charge a variety of special options that can enhance the creative appeal of the ad and increase attention and readership.   Examples of this include gatefold, bleed pages, inserts, and creative space buys. Gatefolds are when there is a third page that folds out of the magazine.  Bleed pages are those that the color/picture extends off of the page. Insert examples would be pop-ups, scented ads, and stickers. This article says that print is in no way dead. It is very much alive and then it shows examples of templates that people can use to make a creative magazine layout.

Megan_Chp11

Creativity & Impact

 In the book it says that one of the biggest advantages that television offers is the ability to make an advertisement is the presentation. TV allows sight and sound which can make an ad have a dramatic lifelike mood or image for brands. This offers a tremendous amount of creativity and flexibility. It helps the ad tell a story and create emotion or entertainment for viewers.

The example the book mentions is this Subaru commercial.

https://www.youtube.com/watch?v=SoIisKmjq08

Megan_Ch10

Flexibility

http://www.socialmediatoday.com/content/your-marketing-strategy-flexible

In the book it shows the importance of how an effective marketing strategy needs to be flexible. It says that flexibility needs to address the following: Marketing opportunities, market threats, availability of media, and changes in media or media vehicles.

This article says that the strategy needs to be secondary. The goal should always be your priority. So if the goal is not being reached then you may need to change the strategy. It says the goals to maintain are customer satisfaction, business growth, conversions, and online health of website. The strategies to flex when needed are ad campaigns, marketing tactics, SEO methods, and mobile marketing.

Megan_Chp9

Imagery Advertising

http://blog.visme.co/visual-advertising-techniques/

Many companies use this technique in advertising. It contains little or no information about the brand or company and are almost totally visual. They use pictures, illustrations, and symbols rather than information. It is used so customers will associate the brand with the pictures.

This article is the 10 most commonly used techniques in visual advertising. They are:

1. Color
2. Repetition
3. Direct Gaze
4. Association
5. Body Language
6. Composition
7. Rule of Thirds
8. Vectors
9. Focal Points
10. Symbolism

Megan_Chp8

Creative Teams

http://www.innovationmanagement.se/imtool-articles/10-rules-for-creative-teams/

Creative teams have a challenging job because every marketing situation is different and each campaign or advertisement may require a different creative approach. This article gives 10 rules for creative teams. The ones that I like the most are diversity and reward the team not just an individual. For diversity the example it uses is someone needs a creative teams for desserts. They aren't going to bring an expert on just chocolate cake for this, they'll bring in experts for ice-cream, candy, and cookies, etc. The whole team needs to be rewarded so that way they will be more motivated to work as a team.

Megan_chp7

Direct-Response Advertising

http://www.marketingprofs.com/articles/2013/12294/effective-direct-response-marketing-one-shot-vs-campaign

This article talks about the two different ways to do direct-response advertising. There is the one-shot approach and then there is the two plus step approach. The one-shot is faster and creates sales faster. It is where you make one marketing piece like and email, post card, or online ad and it ends up being so well crafted that the person who sees it picks up the phone to place an order. The next type of direct response advertising is the two plus step approach. This one takes more time and creates sales over a period of time. It is where you send your audience information over a set of time that ends up making them want to purchase a product. Both types of advertising works, the company just has to pick which one will work better for them and their products.

Megan_SuperBowlAd

Geico Pothole Commercial

https://www.youtube.com/watch?v=NjMUfIKktWU

This ad is from 2009. I picked it because at the time I thought it was hilarious and I still remember it 8 years later.

Megan_Chp5

Customer Feedback

http://www.peoplepulse.com/resources/useful-articles/customer-feedback/

Obviously customer feedback is one of the most important parts of a company. This article goes over the 10 golden rules of customer feedback. The ones that stood out to me the most were:

• Believe that customers have a good idea 
• Actively solicit good and bad feedback 
• Make it easy for your customers to give feedback

 A customer's opinion should be taken into consideration because their ideas are important since they are the ones that are buying the products. While it is good to have positive feedback, companies still need to hear bad feedback in order to improve their products. The last point is pretty clear. It should be easy and comfortable for customers to provide both good and bad feedback.

Megan_Chp3

Why do companies use creative boutiques?

https://www.linkedin.com/pulse/advantages-using-boutique-creative-agency-jo-stedman

A creative boutique is a small agency that helps a company in a creative way or helps them with their market research.

This article gives the advantages of using a creative boutique. The main advantages are that creative boutiques are flexible. They will work more with you rather than trying to accommodate to a huge agency. Creative boutiques are small. They usually come up with more creative ideas than the big companies. The reasoning for this is that in a big company not many people will speak up in a meeting, therefore, there will be less ideas for people to bounce off of. Finally, a creative boutique will save your company money. This is because you only pay for the people that are needed for your job. The creative boutiques will only bring in people that are required for your specific job. Overall, it seems that a small creative boutique agency has more benefits than using a big agency.

MeganS_Chp1

What is Integrated Marketing?

http://www.marketing-schools.org/types-of-marketing/integrated-marketing.html

This article describes what integrated marketing is by using the example of the Apple computer brand. Their company is promoting products that are smarter and faster than any other product. All of their products come in clean and crisp white boxes. Their stores are white, clean, and simple. By branding their products as elite and futuristic they are able to charge more for their product than their competitors. This article points out that integrated marketing should be the strategy that companies use who want to reach out to a specific audience, advertise to consumers and other businesses, and if they're wanting to advertise across multiple medias. The article then goes on to list careers that are available in this field.