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Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
Sex appeal in advertising is a common tactic employed to promote products and services. Research indicates that sexually appealing content, including imagery, is often used to shape or alter the consumer's perception of a brand, even if it is not directly related to the product or service being advertised. This approach, known as "sex sells," has become more prevalent among companies, leading to controversies surrounding the use of sexual campaigns in advertising.
Permission marketing is a type of advertising in which the people who are supposed to see the ads can choose whether or not to get them. This marketing type is becoming increasingly popular in digital marketing. Seth Godin first introduced the concept in his book “Permission Marketing: Turning Strangers Into Friends, And Friends Into Customers.”
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. To effectively position a brand and create a lasting brand memory, brands need to be able to connect to consumers in an authentic way, creating a brand persona usually helps build this sort of connection.
Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number of people possible. Traditionally, mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible, exposure to the product is maximized, and in theory this would directly correlate with a larger number of sales or buys into the product.
In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors.
Marketing Communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
"Purple Cow" is a short nonsense poem by American writer Gelett Burgess. It was first published in 1895.
Seth W. Godin is an American author and a former dot com business executive.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.
Adrian Zackheim is the founder and publisher of the business book imprint Portfolio and the conservative political imprint Sentinel, both divisions of Penguin Books.
A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shops Mother's Day advertisements, which were aimed at the children and spouses of women, rather than the whole market which would have included the women themselves. A target audience is formed from the same factors as a target market, but it is more specific, and is susceptible to influence from other factors. An example of this was the marketing of the USDA's food guide, which was intended to appeal to young people between the ages of 2 and 18.
All Marketers Are Liars: The Power of Telling Authentic Stories in a Low Trust World (2005) is the seventh published book by Seth Godin, and the third in a series of books on 21st century marketing, following Purple Cow and Free Prize Inside.
The Dip: A Little Book That Teaches You When to Quit (2007) is the tenth published book by former dot com executive Seth Godin. It is a 76 page book that illustrates the concept of "the dip"—a temporary setback that can be overcome with persistence—and how to recognize if you are within one worth pushing through or one where you should quit.
Customer to customer markets provide a way to allow customers to interact with each other. Traditional markets require business to customer relationships, in which a customer goes to the business in order to purchase a product or service. In customer to customer markets, the business facilitates an environment where customers can sell goods or services to each other. Other types of markets include business to business (B2B) and business to customer (B2C).
The Abdominizer was an abdominal exerciser invented in 1984 by Canadian chiropractor Dennis Colonello and marketed through infomercials by the Fitness Quest corporation of Canton, Ohio, selling around six million. It was designed to protect the lower back during sit-ups.
Call to action (CTA) is a marketing term for any design to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.
Attention marketing is a term coined by internet entrepreneur Steve Jelley to describe a specific business model that has evolved around the growth of social media. It was popularized by the book Purple Cow: Transform Your Business by Being Remarkable by Seth Godin.
NotJustOk is an African Media and Entertainment company, known for housing an online Music and Entertainment website NotJustOk, a music streaming service Mino Music, and a music distribution and publishing service Notjustok Distribution, with its media house located in Lagos, Nigeria, and Atlanta, Georgia. There are two different feeds of NotJustOk website; for West Africa, and East Africa. The company and its divisions are led by its Founder and Chief executive officer Ademola Ogundele.
References
- ↑ Godin, Seth (2003). Purple Cow: Transform Your Business by Being Remarkable . Portfolio. ISBN 1-59184-021-X.
- 1 2 DiNardo, Kelly (2003-07-14). "Witty book shares secret for success: Be remarkable". USA Today . Retrieved 2008-05-25."
- ↑ Godin, Seth (2003-01-31), "In Praise of the Purple Cow", Fast Company, archived from the original on 2005-02-23, retrieved 2012-07-08
- ↑ Rubinson, J. (2009). "Empirical evidence of TV advertising effectiveness". Journal of Advertising Research . 49 (2): 220–226. doi:10.2501/s0021849909090321. S2CID 167545265.
- ↑ Hogan, Ron (2005-05-16). "How to Succeed in Business (Books)". Publishers Weekly . Archived from the original on 2007-10-05. Retrieved 2008-05-20.