Marketing terminology

Creative Diploma in Media Production

Unit 53

Write a definition for each of the following terms and give an example to accompany it.

Advertising
Finding ways to get the product across: whether that’s online; TV; radio; magazines; newspapers. Paying for advertisements to show up on other websites, cross advertising, sometimes for those websites you’ve been to before and was looking at products but never got around to buying them, shopping stores use this to get back to you. Remind you that these products are still available or a way to say when they’re back in stock. Advertising is how the company gets their product across to their current or a new audience, and giving a message/slogan that will stick in the audiences’ heads.

Pros: customers don’t forget about the product; attract more people using general interests;

Cons: the adverts can get annoying by constantly popping up; sometimes the advert doesn’t fit on the page properly and it’s unclear; can get in the way of what the person is actually trying to get by on the website but an advert keeps blocking the way.

Ex: When you go onto Facebook and you see these adverts pop up for events/deals happening near you or groups your friends are a part of. It doesn’t always have to be relevant to the page you’re on but if it’s a website you’ve been to before, it’s likely to be tracking you to remind you that you still have an item in your basket, for example.

Marketing
How to actually get the product across. Getting to know what employees can do, not just their names but what you can do with the company too. Finding more clients to be interested in the new latest product, to make this work: companies would use marketing techniques, an example of one of these would be $50 cash coupon on dresslink.com when you make a new account. How you can make or retain the relationship with your audience. If there’s no marketing, how will the company get across to their current and a new audience about their latest products? With no advertisement the company would be forgotten, when they follow customers around on their web history and randomly pop-up this is how they remind them of the latest deals on; any new features/products; where to find them; latest events; anything they want their consumers to know. If marketing isn’t used then there will be no way for customers to keep updated on the company’s latest news. Even if it’s those annoying newsletters, if it still gets the company across then its working but it needs to be updated asap with new things to check out, otherwise customers will grow bored of seeing the same advert over and over again with no new products/deals. Marketing is likely to be done over well-known websites, or at least websites that will allow adverts so they can follow the customer around to remind them to check out a latest deal or a piece of clothing they were looking at before is about to sell out. Whether that’s a promotion on Facebook; Snapchat; Twitter; Tumblr; Instagram; YouTube; a website someone is likely to check daily so there’s always that chance someone will see the advert.

Pros: reach out to audience daily; attract more attention to new products; publicity on latest deals.

Cons: the daily newsletters could get sent straight to their junk folder so it’s never read; if the newsletter’s too long it’s unlikely they would read it all.

An example of an effective marketing strategy would be when there are charity live shows with celebrities, and whilst they’re going on they encourage the viewers to donate at the same time they do. Fans of the celebrity would hear about the livestream and would want to watch along for their parts as well as be encouraged to take part and donate along. It would be easier to find on TV because you could just go to the channel and anyone skimming through channels might be intrigued to see it too. Red Nose Day do this every year, they even do events to see how we can get involved to spread the word even more. All the help goes to charity and it works well because everyone knows about it.

Public Relations
Reputation, how we as an audience know the company. The image of your company you want to get across, making sure the audience can trust our products. If companies treat their consumers like good friends then they’ll have great public relations, its keeping a good sustaining relationship with those who are buying your products. There has to be a bond there which makes them pick your company over others, a trust they can’t just put in anyone. If there’s no relationship between your company and the customers then they would feel like the company is only after their money but if the company can show they care about who buys their products, then those customers will stay around as well as pass the word to bring to expand the audience. Public relations can be kept over social medias, by just simply replying to customers, whether that’s over: Twitter; Tumblr; Facebook; email or your brand’s website. The faster you reply, as well as how you talk to them will depend on the public relations, if you don’t talk to them like a friend then they won’t talk to your company like one.
Ex: Amazon is known for a great delivery service because of their new deal to deliver on Sundays, the audience can always trust Amazon to deliver on time without a miss, and if there is something to report they can easily do that online/by phone. Amazon is always able to help out when needed. Having bad PR would make the company seem too important to interact with their own audience which would make the company less trustworthy and it’s awful for consumers who need to resolve a problem with one of your products: who can they go to? How long are they going to take to reply? Are they going to reply at all? They would start to feel this distance between the company and them which would make them feel disconnected. If it continues then they would probably consider picking another company who they can trust to reply to their responses.

Scandals would ruin the public relations, a scandal is when the company makes a mistake like when Volkswagen sold all their cars as broken down, they only responded to this when it was brought up by the government. They still haven’t apologised or got back to any of the customers, this has destroyed their public relations but they can fix it by offering free repairs; owning up to what they’ve done as well as apologising.
Brand Identity
What is the company known for to their target audience? Is it remembered as the company with remarkable prices; great quality products, or is it known for awful expensive prices which aren’t worth a penny? When the audience expands by telling friends/family about the brand they need to be positively spoken about or they will only stay away from the company. What makes your company stand out among the rest that will make them want to check it out? Does your company give the deals other companies could only dream of? It’s important for your company to be known for something that other products wouldn’t usually have, like cheap prices otherwise there would be nothing to set it apart from the others and it would be easily forgotten. A bad brand identity would to be only known for the amount of times the website has broken down; products were never delivered; bad quality service/products; too pricey; to only be remembered for all the bad things that company has done over the years. This would make the company untrustworthy, consumers would stay away from their products rather than buy. You wouldn’t want to help a company you can’t trust.

Ex: McDonalds is known for 100% chicken in their chicken nuggets. No hiding horse meat or other random ingredients that aren’t normally mentioned. This is good brand identity, a company they can trust.


Rebranding
is bringing a brand back out with a new logo, upgrading the company to move up with the audience. Updating their website; slogan; adverts; marketing; to better their public relations. Subversive advertising is when the company creates an advert that goes against the other companies, make you think that this company is more worth your time than other companies. Like with Spin on Freeview: https://www.youtube.com/watch?v=qfLalDePqmk, they’ve made the other companies seem like they’re brainwashing you to buy a Sky box; Virgin; BT vision; whereas with Spin, you can get Freeview for free.


Viral Marketing
Getting across online, using social medias for a live reaction to their latest products straight away without wasting money on an advertisement that might not even be seen. This is usually used to get across to teenagers since we’re always online, and it’s likely the brand would stick in our heads when it’s the advert keeping us from watching a video on YouTube, or it’s the company the video was sponsored by to make it.

Pros: attract a larger audience straight away; free; can be shared to even more; getting feedback as soon as its uploaded.

Cons: considering there’s 300 hours of videos uploaded to YouTube every minute, it’s not always guaranteed to be seen; feedback could be negative or unhelpful considering its normally the younger generation online; it can’t get to every age group; asking a popular vlogger to advertise a product rarely happens, unless you’re a well-known company or have the best product ever.

Ex: the Oreo lick challenge, where a group of vloggers (usually popular ones with a young audience to drive them to buy a product) recorded themselves with a friend, bought some Oreos and see who could finish their Oreo the fastest. Then upload these videos to YouTube and anyone who saw those videos might be tempted to buy some Oreos, maybe even try the challenge themselves.

Lobbying

Trying to change the opinion of MPs and Lords by getting the general public as well as organisations involved, trying to get them to change something for the better, they can do this by sending a persuasive letter; presenting a PowerPoint with your ideas and they can send a document of the benefits this will include to the MPs and Lords to make them see why they should change this.

Ex: Jamie Oliver going around public schools to check on school meals, he found out about how awful the school meals being fed to children were so he went to investigate as well as tell the parent what disgusting food they were being fed. So Jamie Oliver; the students and the parents teamed up to make this change for the students, make healthier school meals which would also help them through school: this would be one of the benefits to include in that document to convince the MPs and Lords.
Bibliography:
Advertising article: http://economictimes.indiatimes.com/definition/advertising
Marketing article: http://www.investopedia.com/terms/m/marketing.asp
Public relations: http://www.cipr.co.uk/content/careers-advice/what-pr
Brand identity: http://managementstudyguide.com/brand-identity.htm
The top viral marketing videos:  https://www.branded3.com/blog/the-top-10-viral-marketing-campaigns-of-all-time/
Lobbying: http://www.parliament.uk/get-involved/have-your-say/lobbying/

Plan of Action

What we still need to do before we present:
– sort out a script for the presentation, who is saying what
– finish making up slogan – one heart, one body, one chance, make it count.
– finish the Tumblr page, make sure its accessible
make a selection of logos for them to choose from
– make new flyers using the photos we got of the gym and replacing the logo
– make a fitness playlist for the Tumblr website
– draw designs for cartoon, stop motion
– draw flyer designs (for above)
– set up social medias for the gym

Questionnaire

1. Do you know about the Palmer’s gym? (Circle whichever applies)
– Yes
– No

2. Would you like to see more advertisement, do you see any at all?
– See more
– I don’t see any


3. What parts of the sports centre would you be most interested in?
– Tennis
– Badminton
– Dance
– Machinery (running; cycling;
etc)
– Football

– Other (specify below…….)

4. What colour would you like most on the advert?
– Green
– Blue
– Purple
– Pink
– Orange
– Yellow
– Other (specify below…..)

5. Do you use the Palmer’s gym?
– Yes
– No


6. (If not to previous question) Do you use another gym?
– Yes (note the gym below…)

– No

7. Is there anything you would like to see more of from Palmer’s gym?

……………………………………………………………………………………………….

…………………………………………………………………………………………………………………..

Written Proposal

I am writing to you on concern that most students going to Palmer’s college don’t know about the fitness centre it has, its facilities, who works there or even what it’s doing this week. There are no marketing material around the classrooms, hallways or the cafeteria, where students would spend most of their time in. So how would students find out about what’s going on at the fitness centre without having to go there themselves? I’ve noticed gyms like Everyone Active, their site is made to the customer’s advantage: if they want to change the text size they can, if they want to navigate easily to another bit of the site they can, they can find their nearest centre and even keep up with their social Medias to find out on the latest news. There’s also the fact that the target audience is hard to detect, from some posters it would be old female (as shown left), or in other posters it would be children (shown on the right).

I would like to propose three ideas our group have thought of to help students know more about the fitness centre in their own college, my first idea is about making new posters; flyers and handouts which would show all the sports offered.; sticking to the colour blue with the college logo; recommendations from customers, and including how much a session would cost. Adding more colour to the gym itself, when we walked around the gym we noticed that if it was crowded then it would be horrible for claustrophobic people. There also wasn’t much colour to the room it stayed the dreary grey matching the machinery which wouldn’t give the people going the most enthusiasm to want to get fit. Instead it would be better to brighten up the walls with possibly some motivational, fitness posters with catchphrases like “the secret to reaching your fitness goals is getting started”. These would motivate the people working out at the gym or they might even make them come again if they love the phrase being used. In the marketing material being used we want to add pictures of the gym we have taken ourselves to show the students where they would be working out if they chose to go.

Our second idea is on using cartoon, still life on the marketing material whether online or paper versions and using them as mascots for the sports centre, possibly using them in animations for any video adverts created. Along with this we wanted to add some social medias where the students would be able to connect easily, even at home whereas when they’re at college we wanted to add posters around the college, like in the cafeteria; classrooms; hallways, where students are most likely to be. To finish the deal and make sure students are almost sick of the sports centre and become jealous of the people going then want to go themselves: we wanted to add a section to the inPrint newsletters for the gym, like what would be going on this week. This way students wouldn’t have to go the gym itself to learn what’s going on there, all last minute when they could easily find out earlier by more marketing material being present.

Our third idea goes along with making a blog for the gym on Tumblr, this would work best for students since they would spend most of their free time scrolling Tumblr but it would also work as the gym’s own website where it would be easier to find out the latest updates instead of spending ages trying to find it on the Palmer’s college website. There’s even a playlist with over 25 songs for people to listen to whilst working out. Alongside the blog there can be a newsletter that people can subscribe to which is all about the gym, this can include the latest marketing material on what’s going on this week. At the top of the Tumblr page there is a search bar where visitors would be able to search for classes; anything specific they want to find and it would provide them with relevant posts that have tags to what they have searched for, so it would be easier for them to navigate where to find what they want. There are also tabs at the top to find out the different pages these would make it easier to navigate around the blog, like the homepage; what’s going on now?; classes; opening times; membership; what we (as the sports centre) offer and how to contact the gym. All three of us have made a new logo each for you to choose from so it wouldn’t be linking with Palmer’s college too much as this gave off the confusion that you would have to be going to the college to go to the gym, in addition to that we have agreed on the new slogan of “one heart, one chance, make it count” to use on the new marketing material or even on the motivational posters that would be made to go around the inside of the gym to make the customers want to get fit and use the facilities more often. I hope this has been helpful to you and I hope to be working with you soon.

Questionnaire for TV advert

1. Is it clear what the advert was trying to promote?

2. Did it appeal to you?

3. Would you remember it?

4. Does it look professional?

5. Were the effects believable?

6. Would you buy it because of this advert?

7. What did you think about the advert?

8. Is there anything about the advert you would improve? (Be specific)

Copywriting

Possible headlines, based from this picture:

“Man waits for his pay.”

“Left homeless on New Year’s.”

“Stuck at the bottom.”

Copywriting is to persuade the readers, for the purpose of advertising to change attitude to make sure to get a reaction

5 pay lines you would know:

– “This is for the players” (PS4)

– “Connecting people” (Nokia) – business people

– “Maybe she’s born with it. Maybe its Maybelline”
– young adults

– “Ideas for life” (Panasonic)

When copywriting, think about the end result, what are you aiming to achieve?