Related Research Articles
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale.
Permission marketing is a concept introduced in a book of the same name in 1999 by marketing expert Seth Godin. Permission marketing is a non-traditional marketing technique that advertises goods and services when advance consent is given.
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 and 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.
In marketing, publicity is the public visibility or awareness for any product, service, person or organization. It may also refer to the movement of information from its source to the general public, often via the media. The subjects of publicity include people of public interest, goods and services, organizations, and works of art or entertainment.
Saatchi & Saatchi is a British multinational communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency group was known as Saatchi & Saatchi PLC from 1976 to 1994, was listed on the New York Stock Exchange until 2000 and, for a time, was a constituent of the FTSE 100 Index. In 2000, the group was acquired by the Publicis Groupe. In 2005 it went private.
An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy. The agency is now part of the WPP Group, one of the largest advertising and public relations companies in the world. The company provides services in six areas: brand strategy, advertising, customer engagement and commerce, public relations and influence, digital transformation, and partnerships. The company's strategy division OgilvyRED became Ogilvy Consulting.
M&C Saatchi Group is an international communications network headquartered in London, formed in May 1995. With more than 2,400 staff, the network spans 23 countries with major hubs in the UK, Europe, US, Middle East & Africa, Asia and Australia.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Publicis Groupe is a French multinational advertising and public relations company. One of the oldest and largest marketing and communications companies in the world by revenue, it is headquartered in Paris.
Marsha Collier is an author, radio personality, podcast host, and educator specializing in technology, Internet marketing, and E-commerce.
Kevin John Roberts is a British businessman. He was the chief executive officer (CEO) of the advertising agency Saatchi & Saatchi from 1997 to 2014. In September 2006, Saatchi & Saatchi won a US$430 million JC Penney contract because of the idea of lovemarks, which was invented and promoted by Roberts. Roberts became executive chairman of Saatchi & Saatchi in 2015, then non-executive chairman in 2016. He resigned in August 2016 to focus on the marketing and leadership consultancy he founded in 1995, Red Rose Consulting.
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.
Kantar Group is a data analytics and brand consulting company, based in London, England. It was founded in 1992, and has approximately 30,000 employees in 100 countries working in various research disciplines, including social media monitoring, advertising effectiveness, consumer and shopper behaviour, and public opinion.
Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives.
Brian Solis is a digital analyst, speaker and author. He is a principal analyst studying disruptive technology and its impact on business at Altimeter Group, a research firm acquired by global brand management consultancy Prophet in 2015. Solis publishes annual industry reports that track technology and business trends and offer change management direction to companies. The author of several books discussing digital marketing, evolving business models, customer experience and brand innovation, Solis shares his research and insights as a frequent keynote speaker at technology, business and creativity events. His work is credited with influencing the early digital and social marketing landscape. Most notably, he is known for developing the Conversation Prism, “a visual map of the social media landscape,” in 2008 and revising/re-releasing it again in 2013.
Campaign is a global business magazine covering advertising, media, marketing and commercial creativity. Headquartered in the UK, it also has editions in the US, Asia-Pacific, India, the Middle East and Turkey.
Scott Goodson is founder and chairman of StrawberryFrog, a global cultural movement firm and the author of the book Uprising: How to Build Your Brand and Change the World by Sparking Cultural Movements. He has worked with leading worldwide companies, including Ikea, Pfizer, Pepsi, Procter & Gamble, Mitsubishi, Smart, and Microsoft. In his book Uprising, he argues that “movement marketing” is the best—and perhaps only—way for companies to connect with consumers in the age of social media, and when done effectively the interaction between companies and consumers can lead to positive social change. In Activate Brand Purpose, Goodson exposes flaws in the prevailing thinking around purpose, and provides a new, deeply researched foundation and approach. It focuses on the most challenging part of purpose: how to activate it inside and outside your company, and how to avoid its decay over time.
VMLY&R is an American marketing and communications company specializing in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting. It is a subsidiary of WPP plc multinational advertising and public relations holding company.
References
- ↑ Aitchison, Jim (1999). Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century. Prentice Hall. ISBN 0-13-012897-X
- ↑ "Nonfiction Book Review: We First: How Brands & Consumers Use Social Media to Build a Better World by Simon Mainwaring". PublishersWeekly.com. March 7, 2011. Retrieved March 2, 2022.
- ↑ "Hardcover Business Books - Best Sellers - July 3, 2011 - The New York Times". The New York Times. ISSN 0362-4331 . Retrieved 2019-04-26.
- ↑ "Best-Selling Books, Week Ended June 12". Wall Street Journal. 2011-06-18. ISSN 0099-9660 . Retrieved 2019-04-26.
- ↑ Taylor, Catharine P. "Best Business Books 2011: Marketing". strategy+business. Retrieved 2019-04-26.
- ↑ "About". We First Branding. Retrieved 2019-04-26.
- ↑ "Home - We First Branding". www.wefirstbranding.com. Retrieved 2019-04-26.
- ↑ "We First | Certified B Corporation". bcorporation.net. Retrieved 2019-04-26.
