Saturday, January 22, 2022

What Is Corporate Communications?

What is Corporate Communications?

Corporate communication is a strategy that encompasses all communication activities developed by the company to achieve its intended goals.

Corporate communication is an important activity because it creates strong and strong ideas, concepts, and positions that the company can rely on. Ultimately, it helps you grow your business.

How does corporate communication work?

Organizational communication -. works by

Organization - There should be continuity in the internal and external activities of the company.

Management – ​​The company needs to manage interactions with its employees and audience/customers.

Marketing Communications - The development and use of strategic marketing communications.

Types of corporate communication

Generally, corporate communication is called -. are classified as

Internal – This includes employees, shareholders, etc.

External - This includes agencies, channel partners, media, government, educational institutions, the general public, etc.

The following are corporate communications:

Company logo

Company Design (with font and typeface)

Company stationery (such as letterhead, visiting cards, greetings, etc.)

Internet branding

Code of Conduct (with HR)

Customer relations

Awards, Evaluations, and Recognition

Advertising, promotion, direct marketing, etc.

Site icon

Branding of personal and commercial vehicles

Responsibility for Corporate Communications

The major responsibilities of Corporate Communications are:

Corporate Communications Management

Practical corporate communication plan

Dealing with internal and external audiences

Dealing with the media

Dissemination and dissemination of corporate information

Brand management

Monitor and control market and audience response

Disaster management

Advice to employees and executives

Dispute resolution

Coordinate with stakeholders and other overseas clients

Marketing Communications vs Corporate Communications

The following table shows the difference between marketing communication and corporate communication.

Marketing Communications

Organizational communication

Its customers

There are many stakeholders

It is defined by the set of channels

It is defined by multiple channels

It emphasizes the product or service

It puts pressure on the whole company

More creativity

Low creativity

Communication is controlled

Diversification of communication

Product/service features to be followed

Must be consistent with corporate identity 

Friday, January 21, 2022

Market Communication Research

In today's world, if a company focuses on providing good products/services at a competitive price, it does not guarantee success. 

There are several key elements to consider in the modern marketing system. And, this is possible only through "Search".

What is Marketing Communication Research?

The strategy for effective marketing communication is to collect, compile, analyze and find solutions based on research data.

Marketing communication and its management involve many issues that hinder the marketing communication process. Therefore, research is the only solution for successful marketing communication to develop a well-planned strategy.

Study target

The main objective of the research is to understand the type of messaging that works for your company and to develop strategies to be effective in the domestic and global markets. Effective and inspiring messages delivered at the right place and at the right time drive customers to action.

So, research usually helps you -

Create Persuasive Messages - What are the best messages for your product/service? How can this be achieved? What are some useful tools to make your marketing successful?

Get Feedback – Through research, you can learn about your audience's feedback, which is essential to improve your communication.

Build a Model – Based on customer action and/or feedback, you can build a model for effective marketing communication.

Check your progress

What is Market Research Strategies?

Why is market research important?

Define various challenges in market research.

What is a motivational message?

Tuesday, January 18, 2022

Interactive Marketing

The technological revolution has brought about dramatic changes in the size, frequency, and effectiveness of marketing communications

The growing trend of Internet technology has paved the way for reciprocal marketing. The Internet hosts human communication in a way that affects thousands of visitors at once.

What is Reciprocal Marketing?

Interactive marketing is an extension of direct marketing using advanced techniques. Specifically, it provides two-way communication between seller and buyer. Interactive marketing is also called "digital marketing". Troy Sabin illustrates reciprocal marketing with the following examples:

The advantage of interactive marketing is that it communicates accurately with the individual/audience and can easily customize the message, which is user-friendly.

Examples of reciprocal marketing

In today's world of interactive marketing, it's all about the approach. For example, a purchase on a computer or mobile phone is just a few clicks away.

Below are some of the major platforms that provide interactive marketing solutions: www.amazon.com, www.flipkart.com, www.ebay.com, etc.

check your progress

What is Reciprocal Marketing?

Give some real-life examples of interactive marketing.

Define the different platforms of interactive marketing.

Share your online shopping experience.

Sunday, January 16, 2022

Integrated Marketing Communications

In the 1980s, many companies adopted a unified policy that did not rely solely on advertising.

They incorporate various promotional tools and marketing activities to communicate with their target audience. Their combined strategy works as expected. Later it became a trend.

Elements of Integrated Marketing Communications

The following figure shows the key elements of integrated marketing communications:

Coordinated advertising covers a wide region and incorporates the accompanying parts:

Advertising – Advertising plays a vital role in increasing the visibility of your products.

Social Media - Social media (like Facebook, YouTube, etc.) is a tool/medium to promote your business.

Employee Branding - A trusted employment brand that communicates well with your company's culture, goals, and values ​​and gives people a compelling reason to work and stay with your company/organization. Today, all companies use practice branding strategies.

Conventions and Events - Conventions and events are activities that take place at specific times and places to promote a brand. The organizing body mainly invites the potential audience and also advertises them through various mediums to invite more and more people to the conference/event.

Corporate Responsibilities - Corporations have responsibilities to groups and individuals that may affect their business. For example, stakeholders (such as employees, customers, suppliers, communities, etc.) and society at large. Therefore, corporate responsibility recommends that the corporation adhere to ethical principles and treat all stakeholders with honesty, respect, and integrity.

Fondness Marketing - Affinity showcasing is a type of social holding with different associations and clients who share comparative interests. This law increases brand loyalty and market awareness for both companies and products.

Partnership - A partnership is an association of two or more persons/companies/organizations. Usually, two individuals or companies agree to work in partnership for the same goal.

Financial Communication - Financial communication aims to bridge the gap between investment decision-makers and financial experts for financial transactions.

Public Relations - Public relations is an important strategy that establishes friendly relations between a company or organization and the public.

Direct Marketing - Direct marketing is the strategy of selling products/products to customers through various means. For example, mail, telephone, etc. Retailers have no role in direct marketing.

Friday, January 14, 2022

Strategy And Planning For Marketing Communications

 What is a strategy?

Defining marketing communication strategies is not an easy task as it depends on various variables. 

It is the planning and integration of all means of communication for a single purpose. In 1997, Smith et al defined marketing as a communication strategy. defined

"The sequence of messages or messages shared with a specific target audience by the optimal communication mix."

Marketing Communications Strategy Features

Before formulating a strategy, you need to consider the following three points as suggested by Michael Dahlan et al (2003):

Target Audience - Who are we trying to reach?

Motivational Messages - We Want to Tell Them

Chanel - How are we going to say that?

Marketing communication strategy process

To have a well planned and result oriented strategy, you need to follow a strategic process. The following diagram shows the main points of the marketing communication strategy process -

Marketing communication plan

Planning and strategy are very confusing terms and are often used interchangeably. However, there is the most important difference between them – planning is an internal issue and strategy is an external issue of the company. 

Second, it supports the strategy for carrying out the plan. The following figure shows the marketing communication plan -

Changing Trends of Marketing Communications

Today the trend of advertising and marketing communication has changed. Many companies including Adidas, Nike, Coca-Cola etc are focusing more on digital marketing.

For example, according to the report, Nike's new campaign strategy for the future is to "compete through social media." Nike has cut its traditional marketing budget by 40%. His new strategy is to target 15-25 year olds through social media.

Another example is Adidas. The core strategy of the Adidas Group is:

Different brand portfolio

Investing focused on the most potential markets and channels

Creating a flexible supply chain

Innovation leads through

Building Teams Based on Our Heritage

Becoming a sustainable company

Wednesday, January 12, 2022

Introduction To Marketing Communications

 Assuming you create a product for sale, how do you reach your potential customers?

You can't sell your product without people knowing about it. So, to make your product popular, you need to communicate with people. 

Today, there are different correspondence methodologies that assistance to advertise an item, further developing item reach, and enhancing business execution.

What is Marketing Communication?

Marketing communication is a strategy that a company or business person uses to spread the word about its products and services. Advertising specialized experts get ready various sorts of powerful correspondences and convey them to target crowds.

What is a Marketing Communications Tool?

Various mediums are used to attract the target audience. However, which tool to use depends on various factors such as the geographic location of your target audience, the popularity of your product, etc. Major tools popularly used for marketing communication:

Booklet

Sheet

E-mail

Advertisement

Website

sales promotion and advertising

Display

personal selling

Press release

Why is marketing communication important?

The sole purpose of marketing communication is to increase sales through persuasive, informative, and positive messages. Marketing communication provides new information by promoting messages about products/services.

Marketing communication is about informing and persuading the target audience and strengthening the credibility of the marketer.

Marketing communication process

Communication literally means the transmission of information from sender to receiver. But in reality, it is a complex process with many other factors involved. However, Kotler gave one of the most effective models to define the marketing communication process (see picture below) –

The figure describes the different components - the first two components are the 'sender' and the 'receiver'. The other two components are 'messages' and 'media'. Other features of this model include 'encoding', 'decoding', 'feedback' and 'feedback'. And, the last feature is 'sound'. Voice random and other competing messages often disrupt communication.

This model focuses on key issues that play a vital role in effective communication. It is important to know the reaction of the market and your target audience before sending a message.

Tips for Effective Marketing Communication

Here are the key points to consider for effective marketing communication:

Inspired messaging - different customers have different needs and expectations; That's why it's so important to tailor your inspirational message accordingly.

Plan - Each mechanism of correspondence (like magazines, papers, TV, advanced media, or pamphlets) has its own plan and necessities. Therefore, you need to plan and structure your messages accordingly.

Feedback – You need to collect feedback from your audience; This will help you improve your marketing communications.

Marketing communication mix

Generally, marketing communication is a unified term that includes personal selling, direct response marketing, sales advertising, media advertising, and public relations. These are tools related to strategic activities to communicate with the target audience.

Tuesday, January 11, 2022

What Is Advertisement - Code of Ethics?

We hear such news from time to time. 

Often, in order to increase sales and achieve success in less time, some business/individual makes false promises, use unethical language, or claims to be better than their competitors. These actions are illegal.

Therefore, to avoid conflict or disagreement, it is important to promote fair and equal competition and to protect the rights, dignity, and integrity of all. To do this, advertising rules are created.

What is the code of conduct for advertising?

The Code of Conduct defines the legal and ethical rules and regulations for creating and promoting advertising. It prevents the advertiser from advertising any product/service through unreliable, false, and unethical information.

Such language and information can harm one's fundamental rights, professional reputation and tarnish one's reputation. Therefore, the law prohibits any form of advertising that violates public values, customs, and morals.

Also, it discourages the creation of any form of advertising in order to maintain fair competition, with derogatory comparisons with other similar products (of the same type or different).

Objectives of the Code of Conduct for Advertising

When dealing with advertising, you need to keep the most important thing in mind – you need to build healthy, hopeful, and lasting public relations.

The objective of the Code of Conduct is to maintain fair competition and protect the rights of every individual. The Code of Conduct helps advertisers regulate their communications and set ethical standards for developing self-regulated advertising. Advertising ethical standards prohibit advertisements that make false claims and are not within the normal range of etiquette.

Ad validity

The accompanying kinds of notices are thought of as unlawful/unethical and are disallowed by law -

False or misleading information - No advertisement must contain a claim that is false, misleading, or unclear to the public. These include false promises, partial truths, exaggerated promises, false values, etc. It is important to note that this type of content is not limited to oral or written claims, it also applies to images, videos, and other types of content. Display

False Testimonials - When someone votes for a product/service or talks about their experience, they should not give false information. The law discourages false and misleading testimony.

Inflammatory speech - Any kind of speech, derogatory words, immoral comparison, etc. is prohibited. Offensive phrases include race, nationality, profession, race, gender, social background, age, religion, language, etc. Contains any offensive remarks about

Offensive Content – ​​All material used in advertising, such as verbal and text communications, audio, video, and images, must be related to the general public. Any material used in advertising that is offensive, obscene, or obscene to the general public is illegal by practice standards.

Consequences of dishonest advertising

If any person violates the code of conduct and promotes dishonest advertising in any way, he will be liable for damages caused by unethical or illegal advertising. He may be punished and ordered to pay -

The amount of compensation (determined by the court) is equal to the loss of money, health or life or any other legal entity.

Moral compensation.

All compensation.

The "Code for Self-regulation in Advertising Related Sections" was adopted by the "Advertising Standards Council of India" in November 1985 under section 2(ii)f of its Articles of Association. In addition, they were revised in 1995 and 1999.

Check your progress

Why does advertising need a code of conduct?

Describe any cases where the advertiser has been punished for violating the rules.

What is 'offensive content' in advertising?

What are the consequences of dishonest advertising?

Thursday, January 6, 2022

What Is Advertising Agency?

It is the tailor's job to design the pieces of clothing to their liking

Similarly, the advertising agency designs your ideas into a complete audio and/or video ad tailored to your needs.

Similarly, an advertiser gives an idea to an advertising agency and in return, the advertising agency returns an attractive advertisement.

What is an advertising agency?

A publicizing office is an assistance association that spends significant time in the preparation, advancement, board, and execution of promoting programs for customers.

Creating an advertisement is a lengthy process involving experts from various fields. Advertising agencies are usually independent organizations that provide quality work and help organizations or individuals to reach their target audience through their audio/visual. The advertising agency plans to create, research, manage and run advertisements for advertisers on various media platforms.

Advertising agency job

From getting ideas from an advertising agency to marketing a new product/service to developing healthy public relations. However, some important functions of an advertising agency are:

Taking the advertiser's idea/message and converting it into effective and memorable communication to increase sales.

Provide integrated, professional, and quality service.

Accelerate economic development and create awareness.

Feedback has been collected from customers and other audiences for future improvements.

Importance of advertising agencies

Advertising agency provides integrated solutions to their clients (advertisers) under one roof. It has qualified experts who are specialists in their individual fields. Like copywriter, jingle writer, planner, researcher, videographer, manager, etc.

Following are some of the salient features that make an advertising company important –

It has great social interaction and extensive networking.

Makes good use of every resource.

Provides quality work.

It saves lots of money.

Types of advertising agencies

The most common types of advertising agencies based on function and size are:

Full-Service Agency - A large organization with a full range of advertising and marketing solutions.

Interactive Agency - This is a smart advertising agency that uses all the latest digital technology. It provides many creative and interactive advertising solutions.

Creative Boutique - a small firm that specializes in creative advertising services

Media Purchasing Agency - This type of agency buys and manages space for advertising and other types of advertising. It also manages the program along with the media for the distribution of advertisements and monitors whether the advertisement is broadcast on time.

In-house agency – This is a full-service organization, usually tailored to the needs of the organization.

Specialized advertising agency

There are some advertising agencies that only provide certain types of advertising services. They are known as special institutions. They have high qualifications and professional subjects. For example, agencies offer financial advertising, drug advertising, and advertisements related to social and political issues.

Services offered by advertising agencies

Advertising Agency provides a full range of advertising and marketing solutions. The most important of these are-

● Integrated Ad Service − Provides services starting from strategic planning, creative designing & development, profound research, and media selection to execution.

● Integrated Media Service − Offers services for both advertisers as well as for media including print media, electronic media, and digital media. It is a medium between advertisers and media.

● Marketing Services − Provides a range of marketing solutions including advertising, sales promotion, campaigning, market research, event marketing, public relations, and many more.

●  Content Services − Provides content for all sorts of events, TV programs, animated content, and entertainment as well.

●   e-Solution − Provides a whole range of e-solutions. For instance, framework incorporation administrations, web search tool showcasing, e-business counseling and client connection the executives, e-deals advancement, and so on

●      Integrated Branding Service − Ensures advertisers and their clients receive branding service of the highest quality.

Check Your Progress

●      What is an advertising agency?

●      How does an advertisement agency help advertiser to grow his business?

●      Define various departments of an ‘advertisement agency.’

●      What are the functions of an advertising agency?

●      What do you mean by a specialized agency?


Tuesday, January 4, 2022

Advertisement Copywriting

What comes to your mind Remember, where did you hear that headline?

First Airtel, second Ford. Some punchlines are interesting and grab attention for the first time. Why?

This is because of the interesting words that are used and presented in a creative way. This part examines imaginative copywriting methods without the problem of copyright.

What is copywriting?

Copywriting is the capacity to pick the right words and strategies to motivate a business, item, administration, thought, or individual to put together it insightfully. The choice of words and their presentation largely depends on the medium through which it is planned to be published. For example, whether it is a newspaper, magazine, billboard, radio, television, or internet, the script changes accordingly.

However, regardless of the type of media, the sole purpose of copywriting is propaganda. Therefore, it must be persuasive enough to attract immediate attention.

Copywriting material

There are several essential elements to developing solid advertising for copywriting. The following are important factors:

Title – The title gives the reader the first impression and lasts, so it should be noticeable. The headline should be meaningful - it should be less than 3 to 30 words about your ad.

Body Copy - Write the body copy in such a way that it appears as a continuation of the title. Give subtleties of the multitude of elements and advantages that you are guaranteeing.

The language should be committed and reliable.

The moment you hear a slogan, you associate it with a related brand, not only because you've heard it so many times, but it works. A well-written and effective announcement represents a trusted brand. However, your announcement should be concise and clear that will give meaning to your brand.

Tagline - Literary products typically use taglines for literary products to reinforce the listener's memory. For example, "He went in search of answers and found the love he never expected," the title of the book is "Faithful" and the author - Janet Fox. In this way, the tagline reflects the essence of the product for marketing purposes. As a slogan, it should be concise and compelling.

Jingle Songs - Single songs, often background music, short slogans, moves, or verses that are easy to remember (especially those used in commercials). For example, Fanta: It ought to be short, fresh, and expressive (like a melody) so that individuals can be educated and recollect it simultaneously.

Script (for audio and video commercials) - Scripts describe commercials that describe dialogue, action, expressions, and character movements. However, there is a comprehensive guide to scripting advertising; Therefore it should be meaningful, systematic, and well written.

Others (white papers, press releases, and other written material such as emails, articles, and blogs (for the Internet)): These are promotional articles intended to promote a specific product/service. Therefore, when writing white papers, press releases, articles, blogs, or even emails, you need to focus on only one product that you want to promote.

You need to describe all the features and offers of the product concerned in simple and straightforward language.

Art of Copywriting

The fundamental motivation behind a promotion is to entrance individuals. Solely after getting individuals' consideration, a promotion emerges interest and want to purchase the item. Subsequently, it ought to be eye-getting and fascinating. Marketing specialists play a vital in publicizing business, as they are the ones to pick the right word or expression to associate with the crowd. 

Copywriting is the craft of innovative and powerful composing that goes quite far to sell the item or thought. Perhaps the most customary, however fruitful technique of copywriting is "AIDA" for example Attention, Interest, Desire, and Action.

Following are the techniques of persuasive copywriting −

●      Use Action Words − Such as watch, look, ask, get, etc.

●      Use of Buzzwords − Normally, buzzwords are eye-catching such as now, today, etc.

●      Use Exciting or Emotive words − Such as amazing, wonderful, beautiful, etc.

●      Use Alliteration − Use meaningful words of similar sound. For example, Don’t be vague, ask for Haig.

●      Use Colloquial words − Colloquialisms in copywriting is pretty popular and effective. For example, ‘Pick ‘n Choose.’

●      Use Punctuation − Proper use of punctuation and grammar is an important aspect so that you can pass the right message.

Pay Attention while Writing Headlines

●      Try to keep the headline as small as possible (5 to 10 words are ideal).

●      Use meaningful and striking words to make the heading persuasive.

●      Try to use a brand name in the headline.

●      Stick with the typeface in a headline.

Pay Attention while Writing Subheading

●      The subheading should support the headline.

●      It should be appealing so that the reader is impressed to read the body copy.

●      Use minimum, but meaningful and fascinating words in subheadings.

Pay Attention while Writing Body Copy

●      Try to keep the sentences in the present tense.

●      Use simple and familiar words.

●      Keep the sentences small, and do not lose the link between the sentences.

●      Use singular nouns.

●      Use active verbs.

●      Convey message as if it is new information to grab attention.

●      Avoid using clich├ęs and superlative words.

Protect Yourself From

●      Using any vague word or sentence.

●      Using many adjectives.

●      Copying any others’ sentences (Copyright issue).

●      Using unfamiliar words; your target audiences are not language experts.

●      Be honest; do not promise something, which is not there.

●      Do not use too many words (avoid wordiness); you have limited space.

●      Your message should not be violating anyone’s rights or feelings; you have to be honest and true.

Check Your Progress

●      What do you understand by copywriting?

●      What is copywriting technique?

●      What are the elements of copywriting?’

●      What do you need to avoid while copywriting?

●      What do you understand by the ‘art of copywriting’?


Sunday, January 2, 2022

Advertising Research

For what reason do buyers lean toward a specific brand over others?

What drives them to choose, buy and invest in products/services from others?

What are the things/limitations or motivations for doing this?

What is the perception of the target audience?

Does advertising really change consumer behavior?

There are several questions you need to consider before advertising your product/service. But the question is how? The answers to all these questions can be found in 'Research'.

What is Ad Search?

Advertising research is a scientific technique for in-depth analysis of consumer behavior.

This is done through a process that involves the systematic collection, recording, and analysis of information about the effectiveness of advertising.

Ad search objective

Raising Awareness – Research makes it easy to design marketing strategies for any product/service.

Knowing emotional patterns - in-depth study predicts human behavior. It analyzes the changing outlook of the geographical area. Before launching a new product, it is important to know and promote the customer's point of view.

To know human actions/reactions – Research also records and analyzes human activity or reactions to a specific product/service.

Analysis - Based on in-depth research and analysis, creative advertising is easy to design and develop, effective enough to impress customers.

Ad search is important

The following ad search requirements are required to assist the researcher in successfully completing the search process:

Search Tools - This is a basic search requirement. This includes a skilled person, computer system with internet and related newspapers and magazines. However, field research is also important. For example, interviewing people in the market or at their place of residence.

Media Search - Media research is important to determine which medium is the most effective advertising medium. It helps in reaching the potential customers in less time and at a lower cost.

Marketing Trends – Knowledge of marketing trends helps advertisers to know what products people are buying and what are distinctive features of the products compel people to buy. With this information, manufacturers can tailor their products to trends at competitive prices.

Target Audience – For any advertising search, it is very important to identify the target audience and geographic location.

Benefits of advertising search

Developing ads before and after launching a new product has the following benefits:

Develops creative designs and techniques - Once all the information is available, it is easy to create interesting designs. It helps you develop specific strategies to grow your business.

Identifying market opportunities - research shows - is the right time to launch a product. It also states that any geographical location is best for production.

Measuring Your Reputation – It is always helpful to know the reputation and success of your competitors in the market. It helps to develop a flawless strategy.

Identify major problems - Research helps to identify potential problems.

Analyzes Progress – This helps in analyzing the performance of your product. Similarly, you can monitor your progress.

Minimize Risk – If you do thorough market research, you are less likely to fail.


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