This article provides a great introduction and overview paid, owned and earned media and how they need to work together for successful marketing communications.
What is Paid, Owned, and Earned Media? Find Out More...
‘Slice of Life’ advertising is a style that aims to depict real-life situations and experiences in advertising campaigns. It focuses on capturing authentic moments that resonate with the target audience.
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The Halo Effect is a cognitive bias that influences our perception and judgment of a person, brand, or product based on a single positive trait or characteristic.
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Up-selling is changing the consumer’s decision from a lower priced product to a higher priced product. With cross-selling, we sell additional products or a greater volume of products to the same consumer.
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About the Customer Journey Map TemplateThis free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates.Download the free template here… customer-journey-map-Excel-templateThe template gives
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Are you looking to improve brand awareness? Find a list of over 40 tactical ideas to enhance the awareness of your brand.
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Advertising awareness metricsIn addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics.There are four main advertising awareness metrics that can be measured through a questionnaire, namely;unprompted advertising
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Brand awareness: often the first marketing communications goalBrand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications plan for a new brand is to build awareness of the brand.What is brand awareness?As suggested
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Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer.Generally firms will develop multiple brand personas –
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Using Brand Personas in Customer Journey MappingA fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide.Target markets are smaller parts of the overall market, where consumers are grouped into sets of similar
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