User:Jukeboksi/Blog/Marketing - Revision history

Jukeboksi: Jukeboksi moved page User:Juboxi/Blog/Marketing to User:Jukeboksi/Blog/Marketing: Automatically moved page while renaming the user "Juboxi" to "Jukeboksi"

2016-12-12T10:48:48Z

Jukeboksi moved page User:Juboxi/Blog/Marketing to User:Jukeboksi/Blog/Marketing: Automatically moved page while renaming the user "Juboxi" to "Jukeboksi"

← Older revision		Revision as of 10:48, 12 December 2016
(No difference)

Jukeboksi: Session 9 and 10 - Investor relations

2015-04-15T07:56:09Z

Session 9 and 10 - Investor relations

← Older revision		Revision as of 07:56, 15 April 2015
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			== Session 9 and 10 - Investor relations ==
			'''Problem:''' Why investor relations are important?

			'''Learning objectives:'''
			# How to communicate with investors?
			# How to build trust among the company and the investors?
			# How do stakeholders/shareholders influence company corporate strategy?

			Keywords: Stakeholder, trust, communication strategy, CRM and challenges

			== Session 8 and 9 ==

	== Session 7 and 8 - Media agencies and big data ==		== Session 7 and 8 - Media agencies and big data ==
	'''Problem''': Why companies use media agencies?		'''Problem''': Why companies use media agencies?

Jukeboksi: /* Session 7 and 8 - Media agencies and big data */ tweaking order

2015-03-18T17:25:02Z

Session 7 and 8 - Media agencies and big data: tweaking order

← Older revision		Revision as of 17:25, 18 March 2015
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	* '''[[w:Media agency]]''' redirects to advertising agency		* '''[[w:Media agency]]''' redirects to advertising agency

	* '''PESO''' == '''P'''aid, '''E'''arned, '''S'''hared, '''O'''wned media		::* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.

	* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.
	::** An ad agency is generally independent from the client (it may be an internal department or even an internal agency) and provides an outside point of view to the effort of selling the client's products or services.		::** An ad agency is generally independent from the client (it may be an internal department or even an internal agency) and provides an outside point of view to the effort of selling the client's products or services.
	::**An agency can also handle overall [[w:marketing\|marketing]] and [[w:brand\|brand]]ing strategies and [[w:sales promotion\|sales promotion]]s for its clients. ( Wikipedia )		::**An agency can also handle overall [[w:marketing\|marketing]] and [[w:brand\|brand]]ing strategies and [[w:sales promotion\|sales promotion]]s for its clients. ( Wikipedia )
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	* '''[[w:Media planning\|Media planning]]''' is generally the task of a [[w:media agency\|media agency]] and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. ( Wikpedia )		* '''[[w:Media planning\|Media planning]]''' is generally the task of a [[w:media agency\|media agency]] and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. ( Wikpedia )

			* '''PESO''' == '''P'''aid, '''E'''arned, '''S'''hared, '''O'''wned media

	----		----

Jukeboksi: /* Session 7 and 8 - Media agencies and big data */ + problem, learning objectives and keywords

2015-03-18T11:15:56Z

Session 7 and 8 - Media agencies and big data: + problem, learning objectives and keywords

← Older revision		Revision as of 11:15, 18 March 2015
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	== Session 7 and 8 - Media agencies and big data ==		== Session 7 and 8 - Media agencies and big data ==
			'''Problem''': Why companies use media agencies?

			'''Learning objectives:'''
			# What is the process & interaction between a client company and a media agency?
			# How to make use of big data to get customer insight?
			# What is PESO?

			Keywords: PESO, consumer media habits, customer insights


	* '''[[w:Media agency]]''' redirects to advertising agency		* '''[[w:Media agency]]''' redirects to advertising agency

	* '''PESO''' == '''P'''aid, '''E'''arned, '''S'''hared, '''O'''wned		* '''PESO''' == '''P'''aid, '''E'''arned, '''S'''hared, '''O'''wned media

	* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.		* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.

Jukeboksi: /* Session 7 and 8 - Media agencies and big data / + PESO == Paid, Earned, Shared, Owned

2015-03-18T08:50:46Z

Session 7 and 8 - Media agencies and big data: + * PESO == Paid, Earned, Shared, Owned

← Older revision		Revision as of 08:50, 18 March 2015
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	== Session 7 and 8 - Media agencies and big data ==		== Session 7 and 8 - Media agencies and big data ==
	* '''[[w:Media agency]]''' redirects to advertising agency		* '''[[w:Media agency]]''' redirects to advertising agency

			* '''PESO''' == '''P'''aid, '''E'''arned, '''S'''hared, '''O'''wned

	* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.		* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.

Jukeboksi: /* Session 7 and 8 - Media agencies and big data */ + definition of w:advertising agency

2015-03-18T08:41:40Z

Session 7 and 8 - Media agencies and big data: + definition of w:advertising agency

← Older revision		Revision as of 08:41, 18 March 2015
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	== Session 7 and 8 - Media agencies and big data ==		== Session 7 and 8 - Media agencies and big data ==
			* '''[[w:Media agency]]''' redirects to advertising agency

			* An '''[[w:advertising agency\|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business\|business]] dedicated to creating, planning, and handling [[w:advertising\|advertising]] (and sometimes other forms of [[w:promotion (marketing)\|promotion]]) for its clients.
			::** An ad agency is generally independent from the client (it may be an internal department or even an internal agency) and provides an outside point of view to the effort of selling the client's products or services.
			::**An agency can also handle overall [[w:marketing\|marketing]] and [[w:brand\|brand]]ing strategies and [[w:sales promotion\|sales promotion]]s for its clients. ( Wikipedia )

	* '''[[w:Media planning\|Media planning]]''' is generally the task of a [[w:media agency\|media agency]] and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. ( Wikpedia )		* '''[[w:Media planning\|Media planning]]''' is generally the task of a [[w:media agency\|media agency]] and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. ( Wikpedia )
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	----		----

	== Session 6 and 7 - Communication plan ==		== Session 6 and 7 - Communication plan ==
	'''Problem''': What does a communication plan involve?		'''Problem''': What does a communication plan involve?

Jukeboksi: == Session 7 and 8 - Media agencies and big data == + definition of w:Media planning

2015-03-18T08:36:17Z

== Session 7 and 8 - Media agencies and big data == + definition of w:Media planning

← Older revision		Revision as of 08:36, 18 March 2015
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			== Session 7 and 8 - Media agencies and big data ==

			* '''[[w:Media planning\|Media planning]]''' is generally the task of a [[w:media agency\|media agency]] and entails finding media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the marketing campaign objectives. ( Wikpedia )


			----
	== Session 6 and 7 - Communication plan ==		== Session 6 and 7 - Communication plan ==
	'''Problem''': What does a communication plan involve?		'''Problem''': What does a communication plan involve?

Jukeboksi: /* Session 6 and 7 - Communication plan */ + definition of w:AIDA (marketing)

2015-03-18T08:16:07Z

Session 6 and 7 - Communication plan: + definition of w:AIDA (marketing)

← Older revision		Revision as of 08:16, 18 March 2015
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	* The '''[[w:promotional mix\|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book\|last=Harrell\|first=Gilbert D.\|title=Marketing: Connecting with Customers\|year=2008\|publisher=Chicago Education Press\|isbn=9780979830402\|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix\|marketing mix]].<ref name=twsBoone/>		* The '''[[w:promotional mix\|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book\|last=Harrell\|first=Gilbert D.\|title=Marketing: Connecting with Customers\|year=2008\|publisher=Chicago Education Press\|isbn=9780979830402\|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix\|marketing mix]].<ref name=twsBoone/>

			* '''[[w:AIDA (marketing)\|AIDA]]''' is an [[w:acronym\|acronym]] used in [[w:marketing\|marketing]] and [[w:advertising\|advertising]] that describes a common list of events that may occur when a consumer engages with an advertisement.
			::** '''A''' – attention (awareness): attract the attention of the customer.
			::** '''I''' – interest of the customer.
			::** '''D''' – desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
			::** '''A''' – action: lead customers towards taking action and/or purchasing. ( Wikipedia )

	=== Different communication plan models ===		=== Different communication plan models ===

Jukeboksi: /* Session 6 and 7 - Communication plan */

2015-03-18T08:01:48Z

Session 6 and 7 - Communication plan

← Older revision		Revision as of 08:01, 18 March 2015
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	An effective communicator gets his point across while maintaining a productive relationship with the other party. This is extremely important if you plan to run a small business. The way you communicate with your customers, employees and other stakeholders can have a significant effect on your company's overall success. Keep a few key concepts in mind as you measure whether you're communicating effectively.		An effective communicator gets his point across while maintaining a productive relationship with the other party. This is extremely important if you plan to run a small business. The way you communicate with your customers, employees and other stakeholders can have a significant effect on your company's overall success. Keep a few key concepts in mind as you measure whether you're communicating effectively.<ref name="chron.com">http://smallbusiness.chron.com/measure-effective-communication-3180.html</ref>

	'''Step 1'''		'''Step 1'''

	*Conduct regular surveys of your employees and customers to determine if you're communicating effectively. [...] For example, ~~ask~~ customers, "How did you learn about our latest product or service?" Ask employees, "Do your superiors and team members clearly communicate information to you?" Have them rate their replies on a one-to-five ( liekert ) scale.		* Conduct regular surveys of your employees and customers to determine if you're communicating effectively. [...] For example,
			::**Ask customers, "How did you learn about our latest product or service?"
			::**Ask employees, "Do your superiors and team members clearly communicate information to you?" Have them rate their replies on a one-to-five [ liekert ] scale.


	'''Step 2'''		'''Step 2'''
	* Post information online in blog format to better communicate with employees (intraoffice) and customers (public information).		* Post information online in blog format to better communicate with employees (intraoffice) and customers (public information).
	* Use a website tracking service to monitor visiting patterns and see how long visitors remain on your various website pages. ::**If you see visitors spend several minutes reading content and making positive comments, then you know your communication is effective.		* Use a website tracking service to monitor visiting patterns and see how long visitors remain on your various website pages.
	::**If they click away in a few seconds, that could mean you are not sufficiently capturing their attention and effectively delivering your message.		::** If you see visitors spend several minutes reading content and making positive comments, then you know your communication is effective.
			::** If they click away in a few seconds, that could mean you are not sufficiently capturing their attention and effectively delivering your message.

	'''Step 3'''		'''Step 3'''
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	'''Step 4'''		'''Step 4'''
	Ask your employees to repeat verbal instructions back to you to see if they fully understand. You can simply ask each employee to send you an email summarizing your assignment and how they plan to get it done. <ref~~>http://smallbusiness.~~chron.com/~~measure-effective-communication-3180.html</ref~~>		Ask your employees to repeat verbal instructions back to you to see if they fully understand. You can simply ask each employee to send you an email summarizing your assignment and how they plan to get it done. <ref name="chron.com"/>

	== Session 5 and 6 - Brand strategy ==		== Session 5 and 6 - Brand strategy ==

Jukeboksi: /* Session 6 and 7 - Communication plan */ + definition of the w:promotional mix

2015-03-18T07:51:52Z

Session 6 and 7 - Communication plan: + definition of the w:promotional mix

← Older revision		Revision as of 07:51, 18 March 2015
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	* '''[[w:Communication planning\|Communication planning]]''' is the [[w:art\|art]] and [[w:science\|science]] of reaching target audiences using [[w:marketing\|marketing]] communication channels such as [[w:advertising\|advertising]], [[w:public relations\|public relations]], experiences or [[w:direct mail\|direct mail]] for example. It is concerned with deciding who to target, when, with what message and how. ( Wikipedia )		* '''[[w:Communication planning\|Communication planning]]''' is the [[w:art\|art]] and [[w:science\|science]] of reaching target audiences using [[w:marketing\|marketing]] communication channels such as [[w:advertising\|advertising]], [[w:public relations\|public relations]], experiences or [[w:direct mail\|direct mail]] for example. It is concerned with deciding who to target, when, with what message and how. ( Wikipedia )

			* The '''[[w:promotional mix\|promotional mix]]''' describes a blend of promotional variables chosen by marketers to help a firm reach its goals.<ref name=twsBoone> Contemporary Marketing 2011 (textbook), Louis Boone, David Kurtz, Cengage Learning, Jan 1, 2010, [http://books.google.com/books?id=R5rrSPNyUEgC&pg=PA500&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CC0Q6AEwAQ#v=onepage&q=%22promotional%20mix%22&f=false Elements of the promotional mix], Retrieved Aug. 26, 2014</ref><ref name=twsLamb> Essentials of Marketing, Charles Lamb, Joe Hair, Carl McDanie, Cengage Learning, Jan 1, 2011, [http://books.google.com/books?id=LcsIAAAAQBAJ&pg=PT542&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CDQQ6AEwAg#v=onepage&q=%22promotional%20mix%22&f=false Discuss the elements of the promotional mix], Retrieved Aug. 26, 2014, (see page 514+)</ref><ref name=twsMullin> Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010, [http://books.google.com/books?id=ZWCe0Z-xOjIC&pg=PA33&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGkQ6AEwCQ#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, (see page 30+)</ref><ref name="Harrell Book">{{cite book\|last=Harrell\|first=Gilbert D.\|title=Marketing: Connecting with Customers\|year=2008\|publisher=Chicago Education Press\|isbn=9780979830402\|pages=286}}</ref><ref name=twsLongenecker> Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy, Cengage Learning, Sep 27, 2011, [http://books.google.com/books?id=ZXkJAAAAQBAJ&pg=PT524&dq=%22promotional+mix%22&hl=en&sa=X&ei=6S79U_unBvjJsQSD64CwAQ&ved=0CGEQ6AEwCA#v=onepage&q=%22promotional%20mix%22&f=false The Promotional Mix], Retrieved Aug. 26, 2014, "...how a business combines its promotional methods...blend of nonpersonal, personal, and special forms of communication aimed at a target market..."</ref> It has been identified as a subset of the [[w:marketing mix\|marketing mix]].<ref name=twsBoone/>

	=== Different communication plan models ===		=== Different communication plan models ===