Filed under Integrated Marketing Communication

Advertising Research

Dr Brian Monger An important function of marketing and advertising research is to gather information needed for the development of the advertising campaign. Prior to campaign development the market is analysed to decide what kinds of things need to be known about the target market for the product.  Research Overview Perhaps little need for advertising … Continue reading

Disciplined Creativity

 Given a basic understanding of our product (including service) and knowledge of our intended media audiences (in terms of both demographics and psychographics), we can focus on the techniques, processes, and skills involved in creating effective advertising messages. First, however, we must have a clear conception of what “creativity” really is.   The creative writer-poet, … Continue reading

Managing Internal Marketing for Better Service Delivery – Part 2

Dr. Brian Monger Prerequisites for Successful Internal Marketing If internal marketing activities are implemented as a campaign only, or, even worse, as entirely separated activities without connections to other management factors, the risk that nothing enduring will be achieved is overwhelming.  The organisational structure and the strategy of the firm have to support the establishment … Continue reading

Managing Internal Marketing for Better Service Delivery – Part 1

Dr Brian Monger What is Intenal Marketing? An increasing number of firms have recognised the need for internal marketing processes. Today, internal marketing is considered a prerequisite for successful external marketing performance Internal marketing is a management strategy.  The focus is on how to develop customer-conscious employees.  Goods and services as well as specific external … Continue reading

Managing Internal Marketing

What Is Internal Marketing? The term was coined as an umbrella concept for a variety of internal activities, which as such are not new, but which offer a new approach to developing a service orientation and an interest in customers and marketing among the personnel.  Internal marketing starts from a notion that the employees are … Continue reading

Classic marketing mistakes

Here are some of the bases for Classic marketing mistakes   “Marketing is what the folks in the Marketing Department do”.   But the real Marketing is what the whole organisation is about. “Our market  is – Everyone” Not Marketing to a Defined Group: Find your target audience and gear your marketing plan to that audience. Trying … Continue reading

Creativity in Advertising

These notes will give you some good ideas about how to develop good creative advertising.  They are as relevent to Internet based advertising (both Push and Pull) as they have been to the older forms of advertising media. A lot is currently made of “Content Marketing“, but CM is going to just get very boring … Continue reading

Buyer Perception – Stimulus Factors

Stimulus Factors Stimulus factors are physical characteristics of the stimulus itself.  A number of stimulus characteristics tend to attract our attention independently of our individual characteristics. Size and Intensity The size of the stimulus influences the probability of attention being paid to it.’ Larger stimuli are more likely to be noticed than smaller ones.  Therefore, … Continue reading