Marketing and Advertising

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Marketing

What is Marketing?

We seek things for life and have to give back something in exchange. This give back is the value for the thing that we seek or offer.

A business effort that goes behind this exchange relationship is called marketing. It could be an idea, a thought, an action, a product, a service, or a concept giving a tangible or intangible benefit to the recipient. Marketing is the management of these exchange relationships.

Marketing is “the activity and process of creating, communicating, delivering and exchanging offerings that have value for customers, clients and society.”

Why is it needed

Marketing is used to create, keep and satisfy the user. A business has two key components – 1) Innovation and 2) Marketing with the user as the focus. All other activities -Operations, HR, Accounting, Law and Legal – can be “bought in” or “contracted out”.

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Advertising

What is Advertising?

Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea

Advertising Campaign is planned post arriving at the definition of target audience:

  • Mission
  • Money
  • Message
  • Media
  • Measurement

Media Choices (In order of usage):

  • Print Advertising
  • Radio Advertising
  • Audio-Visual Advertising
  • Digital Advertising
  • Mobile Advertising
  • Native Advertising
Advertising

Digital Advertising

Types of digital ads:

  • Display advertising- Banner – Text & Images
  • Video advertising- Placement on video channels
  • Social advertising– Paid Advertising on social networks
  • Search advertising– Paid ads on Organic” search results page (SERP) of Google

Display advertising

  • Text-only ads
  • Traditional Banner ads
  • Pop-up ads – Image or new window that appears in front of the content
  • Pop-under ads, which open in a new window below the active window
  • Expanding ads, which increase in size after a period of time, on mouse-over
  • Rich-media ads, including videos, animations, and interactive ads
  • Interstitial ads, which load first, then progress to the requested content
  • In-game ads in computer, video, or online games
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Advertising

Video Advertising

Digital advertising gives video a lot of flexibility that television just can’t offer. Television ads need to appeal to a broad audience; video advertising can be targeted to a much smaller group of people.

Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube, for example, offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising in their apps.

From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast.

Learn more about different types of videos and how to produce your own.

Advertising

Social Advertising

Social media platforms are generally free to use, and the focus of social media marketing is to maximize the benefit of social networks for business.

Most social networks also offer paid options to messages, ads, or a brand’s presence. That’s what social media advertising covers—although how it works varies from one network to the next.

For example:

  • Pinterest offers “promoted pins,” using a pay-per-click (PPC) model that allows you to promote your pinned content to a targeted group of people.
  • Facebook enables you to promote your Facebook Page and posts, or use another ad format to drive people to your website, promote an app, or offer a special deal.

Search Advertising

Also known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order.

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Advertising

Mobile Advertising

Mobile phones are ubiquitous; 9 in 10 Americans are walking around with a cell phone in their pocket and many use their phones for “showrooming”—checking competing prices and features while in a store.

In many ways, mobile advertising mirrors digital advertising: advertisers can use display ads, video, social, and search advertising to promote a brand, product, or service.

From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast.

Over the past few years, digital advertising has been splitting into two sub-categories: desktop (including laptops), which is also referred to as “fixed Internet,” and mobile. Facebook ads actually prompt advertisers to target either desktop or mobile devices when creating an ad.

The promise of mobile advertising is in the things desktop can’t do:

  • Location-based targeting
  • Mobile rich media ads
  • In-app advertising
  • App extensions
  • Push notifications
  • Pop Up Ads

There’s also the fact that people use the Internet differently when they’re on the move than when they’re at home. These differences between mobile and fixed Internet, which shift all the time, mean any digital campaign you organize will need to be considered and monitored from both viewpoints.

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