Tag: advertising

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4eFeb 2, 20241:09 pm

Should Target Audiences Be Niche or Broad: Movie Musicals

In today’s competitive media market, entertainment companies seek to utilize existing intellectual properties that already have a proven and dedicated audience, and then expand those stories and characters, for example, through sequels, remakes, or TV show spinoffs. Another example of this strategy that has been gaining popularity, is taking popular Broadway musicals and turning them into movie musicals. Despite many of these Broadway musicals having passionate fanbases, these movie musical adaptations of the past decade have been met with mixed reviews and varying levels of success.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4eNov 20, 20233:53 pm

Marketing Through Experiences: Music Festivals as a Marketing Tool

Current disengagement and uncertainty with indirect, mass media marketing is leading towards many companies incorporating event marketing and experience-based marketing as part of their strategy. This is especially pertinent to companies who want to capture the millennial and Gen Z audiences, as these demographics have proven to respond better to experiential marketing over traditional marketing techniques. One big example of this can be seen with music festivals and concerts, as recent studies have shown that billions of dollars are spent annually by brands on advertising their products at music festivals.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4eOct 20, 202312:37 pm

100 Years of Disney Magic: Celebrating a Brand’s Anniversary

For 100 years, The Walt Disney Company (Disney) has been delighting generations of people across the world with their creative and emotional storytelling and their sense of magic that can be found in all aspects of the company, from their theme parks and cruise ships to their consumer products. Disney has become synonymous with dreams, hope, and innovation. Anniversaries serve as a prime opportunity for companies and organizations to reflect on and share the history of their company, while also marketing the upcoming new projects of the future. For a company as influential and wide-reaching as Disney, how do you pack 100 years of magic, memories, and branding into one cohesive celebratory campaign? Let’s take a look and see just some of the ways that Disney is telling their story in whole new ways utilizing their marketing strategy.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4eOct 7, 202312:02 pm

Staying Relevant Amidst an Ever Changing Market

For marketers, there is one important question that is constantly on their minds: how do we stay relevant?Relevancy is paramount to a company’s success. If an organization is no longer relevant, it is no longer on the forefront of consumer’s minds. In today’s competitive business environment, customers can only realistically choose between so many options.

Chapter 7: Segmentation, Target Marketing, and Positioning by marketingmanagement4eApr 21, 20235:12 pm

AI Marketing: ChatGPT Implications for Marketers

With the introduction of ChatGPT in November 2022, questions surrounding the use of artificial intelligence (AI) have risen in every industry, including what might be the best ways to utilize these emerging technologies. For marketers, AI software can help generate ideas, develop strategies, and optimize campaigns to make our jobs a little easier. These benefits, however, do come with some drawbacks, making marketers cautiously optimistic.

Chapter 1 - Marketing in Today's Business Milieu by marketingmanagement4eFeb 13, 20239:44 pm

Building Brand Loyalty: Not to Be Overlooked

In modern marketing strategy, a large focus is placed on acquiring new customers. In fact, a recent research survey showed that 72% of small businesses planned to use the majority of their marketing budget to try to attract new customers as opposed to marketing new benefits and products to their existing customers1. However, expanding a company’s customer base does not always equate to business growth. Recent studies have shown that building loyalty with existing customers is equally important, as existing customers tend to be more profitable.

Chapter 13: Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4eJan 24, 202312:36 pm

Performance Marketing: What is it, and Why does everyone need it?

As the marketing field continues to evolve, one key component has exponentially increased in value and necessity: digital marketing. More specifically, implementing data analytics in concert with digital marketing is essential for understanding and improving upon advertising and promotion strategies, campaigns, budgets, and more. An integral part of this developing world of digital marketing, performance marketing involves measuring the success of paid campaigns.

Chapter 4 - Understand Business-to-Consumer Markets by marketingmanagement4eJan 20, 20235:53 pm

The Balance Between Data and Privacy: A Fine Line for Digital Marketers

One of the most powerful entities for a marketing department is data. For a business, having data on their customers and their prospective buying habits can impact how the business markets their products and services. Today, the constant advancements in technology have made it easier for companies to collect large amounts of data ranging from customer demographics to customer satisfaction.

Chapter 13 - Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4eOct 10, 202212:56 pm

Marketers Beware: Cryptocurrency Pitfalls

This week the SEC fined Kim Kardashian $1.26 million for illicitly touting a cryptocurrency on her Instagram. The SEC’s move sends a message to marketers and influencers that promoting cryptocurrency is not the same as promoting whitening toothpaste or a handbag. Understanding how digital assets can be marketed is still unclear to many, and Kim K’s settlement with the SEC highlights both the importance of being familiar with promotional regulations and the fluidity of the marketing field.

Chapter 13 - Promotion Essentials: Digital and Social Media Marketing by marketingmanagement4eMay 2, 202210:36 am

Free Services! Low Prices! … Kind Of

Advertising can pose a challenge to marketers. On one side, they want to present their products and services in the best light to appeal to customers. On the other, high prices or flaws in quality may be an unappealing aspect of their products and services, causing potential customers to choose competitors instead. Marketers have to balance highlighting best qualities in order to attract customers and being honest about the realistic – and possibly negative – features of products and services. Because of this, some marketers fall into a trap of false or deceptive advertising.