Samuel Huntingtons influential Clash of Civilizations: Remaking the World Order (1997) argues that
culture will be the main cohesive force among people in the 21 st century, as well as the main source of
conflict. He lists 9 basic cultures: Wester
Communication goals and objectives
Communication objectives focus on what marcom can achieve: awareness, changes in attitudes, increased
knowledge, or immediate action. Communication objectives have three parts: the objective, a percentage
increase or dec
Atlantic's Scientology ad crossed the line
By Ian Schafer, Special to CNN January 17, 2013 - Updated 0145 GMT (0945 HKT)
The Atlantic published and pulled a sponsored Scientology "story"
Ian Schafer: On several levels, the ad was a mistak
How and if publishers can determine if an old-fashioned tour actually
Guy Gavriel Kay, an internationally-known author has been touring cities and appearing at functions to
promote his books. In this blog, he answers a question from one of his fans:
Following is a summary of the classic book: Eating the Big Fish by Adam Morgan, from TBWA\Chiat\Day, one of
the world's largest advertising agencies.
Toward the end of the 1990s, it became obvious that well-known second or third-rank b
Trade Promotions are discounts and premiums offered to channel members in exchange
for promotional support.
Channel Marketing is an integrated process that combines personal selling, trade
promotions and co-marketing progr
Public relations (PR) communicates with stakeholders to promote the strategic objectives of the firm.
The "public" in public relations refers to all stakeholders. A stakeholder is a person or group with a real
interest in the firm or prod
There are two types of sales promotions:
Consumer promotions target end users.
Trade promotions target channel members - distributors, wholesalers, retailers.
The term sales promotion or promotion may be confused with a
ulture is a learned,
organized fabric of meaning
that helps us interpret our
experiences and guides
Over 400 definitions:
of the mind
Hook, spin, buzz
"If you set a net to catch animals, put it where animals are expected to run. If your way corresponds to the way of
animals, they will come to you of their own accord. If you set a net to catch people and there is nothing in your
Creating the brand
Part One: Professor Allee
A brand is a recognized name with a recognized meaning. A timely, focused brand adds value to your product,
and probably means you can sell your product at a higher price to more people. The value added can be
Every time your target buyer
contacts your brand in any way
an impression is
The contact = the touch
The impression = the result
4 types of
Impressions while using p
Cultural Analysis Worksheet
Marketing communications is the most culturally-bound aspect of marketing. Cultural analysis shows the most
appealing and culturally-correct visual images, wordings, actions and core values to use in marketing
Core Cultural Value Scales
The following summarizes the definitions for the five core cultural value scales used in deMooij.
These are the value scales you need to learn for MKT 310.
From the work of Hofstede
Power distance (PD)
The degree of inequality b
(aka Environmental scanning, or cultural scanning)
1. General description
Ethnographic research usually involves observing target users in their natural, real-world setting,
rather than in the artificial environment of a lab or focus
Creating the brand
Part two: Professor Allee
For most people emotion is stronger than logic. It makes more impact. It goes deeper into the mind and
is remembered longer.
Many companies and products believe they have rational strengths that can become bran
People & skills
Account services Account Executive
Creative Creative Director
Teams (Copywriter, Art Director)
Media Media Buyer
Research Account Planner
Administration Traffic, Accounting
Noisiest of 4 Ps
Client & Agency: the business
MARCOM: Professor Allee
Part one: The four functions in a typical marcom agency
Many marcom agencies are organized by function. People representing each function contribute specific
inputs to a campaign.
1. The creative funct
Traditional IMC Patterns
Over the years, typical combinations of media have proven effective:
1. Long-term goal: Building brand identity
Pattern one (B2C or B2B markets):
Lead with advertising support with PR.
Comment: This is the classic pattern. In the
Guerilla media is a state-of-mind. It is clever, intrusive and limited only by your
imagination. There is always the element of surprise Wow - I did not expect that.
Once it becomes common, it is no longer guerilla media.
1. Cinema Advertis
Hala Abou Naja 39346
Maryam Audi 42198
Maher Al-Khatib 42520
Our main strategy is to show the that our enterprise in morocco is
not necessarily US bound or fully American, but the McDonalds
Morocco is Moroccan.
A new produ