Advertising is considered as one of the Glamorous activity in the present market scenario. Consumer has to decide which product to buy and which product to refuse. The importance of consumer is increasing as initially they were only concerned for purchasing but now they are concerned with information which can be provided through Advertisement. The process of development coupled with increasing liberalization and globalization across the country has enabled consumers to realize their increasingly important role in society and governance.
- Understand the concept of Integrated Marketing Communication.
- Understand the concept of advertising.
- Discuss the basic economic impact of advertising.
- Explain the different job functions and responsibilities of those employed in advertising.
- Recognize some of the social and ethical implications of advertising.
- Identify the methods used for market segmentation and audience targeting.
- Discuss influences that affect consumer behavior.
- Explain the methods used in marketing and advertising research.
- Explain the role of marketing and advertising planning.
- Explain the role and methods of media planning.
- Explain some of the advantages and disadvantages of using various forms of media.
Any applicant who meets the minimum entry requirements for admission into the University may be granted admission, the requirements are :
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Media Strategy and Channels
This guide provides public health organisations and practitioners with a practical approach to strengthening the integration of social media into their overall communication activities. It focuses, in particular, on identifying effective ways to use social media to enhance crisis, risk and corporate communication1 related to communicable disease prevention and control. Social media are effective two-way communication platforms for listening, informing, educating, and empowering people about health issues, and can also be used to collect surveillance data. Social media enhance the speed at which communication is sent and received during public health emergencies or outbreaks, help mobilise community action, facilitate desired behaviour changes, allow for a better understanding of public perceptions of issues, and make it easier for users to participate and engage . Public health social media literacy and capacities vary widely between and within EU Member States. This guide provides a flexible approach that can be used to enhance existing strategies or serve as a basic resource for organisations just beginning to introduce social media into their communication activities.
European Centre for Disease Prevention and Control ECDC was established in 2005. It is an EU agency which was established to strengthen Europe’s defences against infectious diseases and has a mission to identify, assess and communicate current and emerging threats to human health posed by infectious diseases.
Centers for Disease Control and Prevention The Centers for Disease Control and Prevention (CDC) is the leading national public health institute of the United States. The CDC is a federal agency under the Department of Health and Human Services. Its main goal is to protect public health and safety through the control and prevention of disease, injury, and disability. The CDC focuses national attention on developing and applying disease control and prevention. The CDC provides information on emerging infectious diseases, emergency preparedness and response information, as well as useful resources for crisis and emergency risk communications (CERC).
Communication Strategy and Creative Development
The free flow of information and ideas is essential in the process of democracy. To govern themselves, a free people must be adequately informed to participate in public debate, elections, political activity and decision making. Strategic leaders, especially those in government service, have a need and an obligation to communicate with those they serve.1 Communication is the link between what an organization does, or intends to do for a specific group or public and whose understanding and subsequent support for its programs. But surprisingly enough, many organizations which serve a large public do not have a communications plan, nor have they given serious thought to developing one. The leaders of these same organizations may have a very sophisticated strategy for the day-to-day organizational operation, with well thought out goals and objectives, but yet have no calculated plan to communicate these to appropriate audiences. There are many reasons for the lack of strategic communications planning, ranging from inadequate skill in formulating such plans to a belief they are not necessary, to a fear of the media. But whatever the reason, in today’s fast paced, rapidly changing world where information technology makes vast amounts of information easily accessible, it is imperative that those at the strategic levels of governmental organizations understand how to effectively communicate with relevant audiences. There must be a plan to integrate messages and concepts into a comprehensive communications plan which exploits all available means to tell a story. Two examples of governmental organizations with well crafted and executable strategic communications plans are the Office of the Secretary of Defense (OSD)and the Office of National Drug Control Policy (ONDCP). Specifically, the OSD 1997 Defense Communication Plan and the ONDCP National Youth Anti-Drug Media Campaign are noteworthy examples of good strategic communications planning. These plans will illustrate pertinent points as this paper illustrates the importance of the strategic communication plan to strategic leaders and the organizations they lead. It addresses the purpose, developmental process, content, and implementation of a strategic communication plan offering specific recommendations for the creation and effective use of a successful plan. Strategic communication plans are particularly important to those in government service because communication is the link to gain the understanding and support needed to ensure achievement of its program goals.
WHAT IS A STRATEGIC COMMUNICATION PLAN?
A strategic communication plan is a long term comprehensive plan to successfully communicate themes, messages, goals, and objectives of an overarching vision. It is the means by which the strategy is articulated. It is constructed to help the organization make the vision happen. An effective strategic communication plan integrates program elements, timelines, and actions while maximizing available resources. The plan must be a constantly evolving one, flexible and quickly adaptable to changing issues, challenges and priorities. A rigid plan that does not allow for timely, thorough and factual communication is doomed to failure and can discourage innovative thinking. It is important that organizations continually review, evaluate, and change their plans so that they are useful vehicles which foster strategic thinking. A communication plan, in its broadest sense, may be considered to describe a chain of events in which messages serve as the basic link in the chain that connect the source of the message with the interpreter of the message.
MAKE IT HAPPEN EXECUTION OF PLAN
A skillfully crafted communication plan is necessary for achieving ambitious organizational goals. But planning is never enough. Management has got to make it happen. The organization must build a professional, motivated and dedicated team able to implement the plan. There must be the resources to carry out the plan. There must be an organizational commitment to the plan and the program. Beyond the commitment to a strategy, three characteristics needed to implement it successfully are flexibility, creativity and discipline. Lack of any of these can subvert efforts to execute even the best strategy. The strategic communication plan must be flexible enough to take into account uncertainty and change. In long term planning, things are seldom predictable and actual events may require redirection or redesign of an established plan. This flexibility is important and is critical in moving toward the realistic accomplishment of the organization or program goals. Creativity is the essence of a well-developed and well-executed communication plan. The sources to deliver messages are only limited by the imagination. The most creative means of communication are often the best. Brainstorming about a specific 20 audience will normally yield many creative ideas about how to communicate with each most effectively. Maintaining the Discipline to diligently pursue the long term goals of the strategic communications plan is also imperative. There is often a temptation to become sidetracked by lesser, but related, issues that divert energy and resources from the ultimate objective. However, it is important to pursue the desired longrange end state, not short term successes that detract from that direction.
Introduction to marketing
The success of Elvis Presley Enterprises was a result of the insights and courage of Priscilla Presley. Despite her lack of formal training in marketing, she exhibited a creative approach toward doing business that will become more and more necessary as the twenty-first century continues. Innovative thinking has become a prerequisite for success in today’s global environment, which is saturated with near clone products being sold by millions of comparable competitors. The status quo will no longer suffice. The need for constant change paired with clear strategies is now essential. Marketing constitutes just one of the functions available to every business. Along with research, production, finance, accounting, and a myriad of other functions, marketing contributes to the ability of a business to succeed. In many businesses, marketing may be deemed of highest importance; in others, it may be relegated to a lesser role. The very existence of business depends upon successful products and services, which in turn rely on successful marketing. For this reason, every business person will benefit from even basic marketing knowledge. Moreover, marketing principles have been effectively applied to several nonbusiness institutions for more than 30 years. Bankers, physicians, accounting firms, investment analysts, politicians, churches, architectural firms, universities, and the United Way have all come to appreciate the benefits of marketing. A word of warning: there is a long-standing myth that marketing is easy. After going through this book you may conclude that marketing is interesting, fun, challenging—even vague—but it is not easy. Whether you like numbers or hate numbers, like people or hate people, like doing the same thing every day or like constant change there are opportunities for you in marketing.
Understanding and approaching the market
Knowing your market accurately and completely is a prerequisite for successful marketing. This task is made even more difficult for companies trying to advertise on the Web. Yet, as noted earlier, this trend toward using the Internet will continue. Three important concepts related to the topic of markets are presented in this chapter: defining the nature of markets, identifying the types of markets, and a discussion of product differentiation and market segmentation.
Pricing the product
From a customer’s point of view, value is the sole justification for price. Many times customers lack an understanding of the cost of materials and other costs that go into the making of a product. But those customers can understand what that product does for them in the way of providing value. It is on this basis that customers make decisions about the purchase of a product.
Effective pricing meets the needs of consumers and facilitates the exchange process. It requires that marketers understand that not all buyers want to pay the same price for products, just as they do not all want the same product, the same distribution outlets, or the same promotional messages. Therefore, in order to effectively price products, markets must distinguish among various market segments. The key to effective pricing is the same as the key to effective product, distribution, and promotion strategies. Marketers must understand buyers and price their products according to buyer needs if exchanges are to occur. However, one cannot overlook the fact that the price must be sufficient to support the plans of the organization, including satisfying stockholders. Price charged remains the primary source of revenue for most businesses.