Advertising:  paid marketing communication to sell a product

Public relations: unpaid

Personal selling: directed towards an individual

Branding:  Associating brand name/image with certain qualities in the mind of consumer direct response advertising : ads for immediate sale

Big 4 companies of advertising :

Interpublic, Omnicom, Publicis, andWPP.

Old media: newspapers, magazines, Television, Radio, outdoor advertising ,direct mail

New media: Search results, blogs, websites or text messages.

Internet advertising : Popup, Flash, banner, Popunder, advergaming, and email advertisements

Crowdsourcing : people come and make ads for a brand , usually for a competition

Hierarchy-of-effects models

6 steps taken by a buyer when making a purchase

1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Marketing mix

four Ps : Product, Price , Place ,  Promotion

Advertising research: research to improve effectiveness of advertising

Semiotics:
study the message being conveyed in advertisements. Study of how a combination of images, words,colors, and slogans will be interpreted by the consumer

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Marketing: Communication between company and audience to raise the profile of company and its products in the consumer’s mind

Market segmentation + Market Analysis > Target Markets

Relationship marketing: good relationship , provide good customer service

Business marketing: marketing takes place between businesses

Societal marketing: the company won’t harm the society by producing or selling the product

Branding: Propagating the main company philosophy

Herd behavior: people buy a product which they think is popular

Marketing research:

Define problem > Create research plan > collect data > interpret data > make report

Report used by managers

Primary research : field research

Secondary research : Desk research

Guerrilla marketing: use of low-cost unconventional means eg. Flash mob

To be continued…