Public Relations

Because consumers are exposed to so much advertising these days, they often try hard to avoid it – and are very skeptical of it when they do get exposed to it. To reach these  hard-to-reach consumers and to convey messages to them in a manner that is more...

Functions of Advertising Agency

Unique aspect advertising is the advertising agency, which, in most of the cases, makes the creative and media decisions. It also often supplies supportive market research and is even involved in total marketing plan. In some advertiser agency relationships, the...

Branding

According to a definition, a brand is a "A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. (The American Marketing...

Product Positioning

According to Philip Kotler; “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.” While considering the positioning strategies, the seven approaches to positioning strategy are clarified;...

Targeting

Potential market targeting, after the market segmentation is included within the ‘marketing strategy’, where the segmentation focuses on the best identification of the potential market by dividing the market in terms of distinct behaviors, needs, characteristics etc,...

Positioning

Positioning can be defined as a foundation upon which all other marketing mix decisions are built. Moreover, it involves a decision to emphasize or highlight certain aspects of a brand, so positioning is not what you do to the product, but is how you influence the...
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