Integrated Advertising, Promotion and Marketing Communications

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Introduction

Learning marketing has been a very important process in academia. As a potential marketer, am obliged to understand that the context of successful marketing depends entirely on the proficiency gained through knowledge and experience. This adds up to a skill set in marketing. However, developing the art of marketing and successful sales depends on the acquired proficiency through mastering the concepts outlined in the theories of marketing. Assuming one has been learning the Kotler marketing concepts, it is through mastering these concepts that one idealizes how the process of marketing becomes feasible. Through the practice of the concepts, one becomes proficient in marketing and eventually, one becomes a successful marketer.

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Learners ought to use learning logs as their proficiency analysis platforms. A learning log is a parameter for measuring the level of knowledge gained and the proficiency level of the learner. In marketing, the stages of acquiring the knowledge of marketing depend on a horde of objective learning processes. These are phases in the marketing course. This paper profoundly explores the lengthy phases of mastering the marketing process. It exposes the various stages of learning marketing by identifying the underlying importance of the stage and outlining the relevancy of going through the phase.

Abstract

Learning logs are resources developed by a learner outlining his achievements, current learning, and the objective in his learning. These are resources, which play a significant role in evaluating a student/learner’s progress in class. The log is a comprehensive personalized learning resource that outlines a student’s record when learning and the student’s learning challenges. The structure of the learning log represents the responses to learning problems set by the lecturer.

A learning log is a unique chronology of a learner learning and perception about the subject he is studying. The logs usually borrow from established models of learning journals, which are integral in the teaching process and the learning process. The value of the logs is that they do represent a learning trajectory, which borrows from earlier learning processes. They are significant in analyzing and managing the development of a learner.

This paper explores the context of learning by analyzing the challenges of learning as set by the teacher. The development of a learner, his/her role in the learning process, and his overall thinking about what he is learning are depicted as his learning trajectory. With an emphasis on marketing studies, this paper outlines comprehensively a learning log and explains profoundly the role of the learning log.

Models of learning logs

Many students are not aware of the importance of being aware of the learning progress. The importance of knowing that one is progressing by understanding comprehensively what he/she is being taught and studying is the underlying importance of learning and education. Learners need to understand the importance of being aware of their thinking process and throughout their learning process gain insights into the plans and methods they use when resolving problems and overcoming either academic or general learning hurdles.

Teachers need to formulate an effective method of involving students actively in learning. It is arguably very important students become actively involved in their learning process. Learning logs outlines a student learning progress and the objective of the student in the learning process. Empirical researches about meta-cognition show that learning logs are ideal for developing a student’s meta-cognition. This means that, the student develops an ability to be more aware of their thinking and their thought process (Banks, 1997).

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Using unique learning platforms, research used strategic research methods to come up with an ideal learning log. The research investigated the development of skills in children. These skills were described as reflective thinking skills. This model of learning log is different from earlier models. This model introduces an opportunity for the students to introduce graphics and physical illustrations to show and outline their thinking and learning rather than writing the progress. However, the model we use differs from this significantly since it uses the written word to outline, illustrate, and explain the learners thinking.

This model-learning log has three parts. Each part explains a stage in the learning process. The learner initially starts with a comprehensive analysis of what he has been learning. This part is a profound expose about the process of learning, the insights and the knowledge gained throughout the learning process. Assuming the learner was studying a certain subject for one semester, he, /she outlines and writes in detail his achievements in terms of comprehensive understanding, and gained proficiency of the subject.

The second part is an objective part, which dwells on what the student is currently studying and engaged in. The student outlines and discusses comprehensively what he is studying. This section is an expose about his objective in the learning process. The learner in detail explains how he is learning new things and gaining knowledge about the processes in his studies.

The last part is an objective expose about what the learner hopes to accomplish shortly. The learner writes in detail what he hopes to accomplish in the learning process. His expose about the studies he is engaged in and what he hopes to accomplish after comprehensively learning them. The learner explains the learning and the benefits of learning. The teacher can gain insights about a student objective when studying. Each stage of the learning process is outlined comprehensively. Both the learner and the teacher become aware of their progress, the students as a learner and the teacher as the one imparting the knowledge.

What did I learn?

Integrated marketing concepts

I have been studying integrated marketing concepts. This is a profound analysis of the marketing process and the context of communication in marketing. Understanding the processes of marketing go beyond merely conceptualizing marketing. It involves lengthy analysis of consumer behavior, trends in marketing platforms and related environments as well as microeconomics.

In this stage, I have been forced to think beyond the context of marketing. In my view, understanding marketing can only be achieved through conceptualizing the marketing process and depicting is a enticing and exchange process. Marketing is defined as a greater physiological approach to economic activities involving selling outputs with a price tag. However, I have enjoyed learning this principal and developed a positive attitude towards the business process in general. I want to learn ore and I have found myself indulging in research about marketing and related subjects. My major interest is within successful marketing. I have read credible journals to add up my knowledge about marketing and learn how successful organizations operate. I have learnt that, many corporate heads spend most of their time doing marketing research. This is an aggressive research aimed at identifying new markets and emerging markets. Corporate heads are always identifying ways to improve their marketing strategies and redefining products and services. This helps them manage marketing and turning it into a continuous process.

Various contexts arise throughout the marketing process. Learning how communication plays a central role in successful marketing is one of the core insights I have gained.

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As such, I have mastered that communication is central in marketing. Communication involves use of the existing creative and distinctive outreach methodologies to enlighten the wide consumer environment and create awareness about both importance and aesthetic values of products and services.

I have learnt that communication is a vast context, which requires more than mere dialogue, but also skills and a dynamic and psychological approach.

One ought to understand the nature of communication. The nature of communication is complex. A thorough yet intricate process requires the use of the dynamic behavioral science. During the learning process, acquiring relevant knowledge about how to communicate through reliable mediums like advertising through the media is important. I have realized the role of advertising profoundly. I have verified that many organizations have achieved great corporate heights through effective marketing, especially through advertising (Clow & Baack, 2008).

Throughout the initial stages of studying the marketing process, I have learnt to understand the marketing process from the communication context.

Integration of communication strategies is important in marketing. However, there is the need of using strategies that can foster a unique communication process that can initiate sales.

  • Developing learning models is important in the marketing process
  • Marketers should know which communication models to use in marketing
  • How should be a communication model be introduced in marketing?
  • I have learnt the characteristics of a fully integrated advertising and marketing approaches are.
  • How the concept of integrated advertising and marketing pertain to international marketing.

Marketing is contextualized as a very dynamic process that involves the scrutiny of consumer behavior and aggressive advertising to capture consumer interests. Studying consumer behavior has helped corporations establish a consumer base. This clientele keeps coming back. This is based on the fact that, the organization was able to develop the appropriate consumer relationship management practices leading to consumer confidence in the organization.

I think marketing is broad and more of consumer behavior research than selling the products and services. Marketing is however, a very exciting process. I think I could do better developing marketing strategies and improving on existing ones. Marketing has been contextualized in scholarly debates and related forums. Various reviews about this process have been discussed in my studies and have helped me understand what marketing is all about.

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I have asked myself several questions throughout my analysis of the marketing process. Can I be a marketer? Can I sell successfully? Is it possible to entice my consumers to keep coming back to buy from my company? However, many of these questions have been well answered theoretically from my studies (Clow & Baack, 10).

My view about the marketing process

Marketing is described as a discipline, relevant for all organizations. This is only if they have consumer subscribing to their products and services. In modern day marketing practices, marketing involves aggressive and profound scientific research when approaching the context of consumer behavior. Beyond marketing, there is an interesting context of consumer retention. This is the aftermath of good marketing. However, there has to be relevant

Marketing is typically an applied behavioral science, which focus on the exchange of transaction (Clow & Baack, 28). The use of marketing concepts to ideological products is observed through outdoor advertising and branding among other approaches. Indeed, marketing concepts can be modified to be applicable within all marketing platforms. I reckon this can be a good starting point to increase my understanding of marketing. I will however need to develop skills that will help me become aware of how to become a good marketer.

The knowledge I have gained throughout this process is very crucial in developing me into a marketer or a marketing research expert. The importance of this knowledge is greater in comparison to various business studies. I reckon marketing dwells entirely on pitching and succeeding in making sales rather than having a growth strategy. Many corporations have spent so much time and money on strategizing and executing marketing schemes. However, through successful marketing, achieving consistent corporate growth is easy and smooth.

Through redefining marketing strategies, many corporations have managed to find their way through stiff competition and bad business weather. Sales come on after marketing. As such, marketing has to be effective and successful. This means use of aggressive approaches that can guarantee consistency in sales and consumer retention.

Consistent sales mean that, the organization continues to make profits throughout an economic season. Consumer retention means that, those buying from the organization continue coming back to buy from the organization. What can prompt such a situation of business continuity is giving preference to quality and value for money. Consumer services and consumer relationship management are the core processes that can help in successful acquisition of the mentioned business processes. This is what integrated marketing concepts are all about, integration of marketing ideas and diversifying them with a purpose of achieving business profitability and corporate growth.

What I am currently learning?

Learning is a continuous process. It involves acquiring skills and knowledge from theories and practices outlined and discussed thoroughly in journals and books about the particular subject one is studying. Using learning logs is a process that involves the development of thinking and acquiring skills. These skills are improved through peer collaboration systems. In such collaborations, the students are encouraged to discuss what they are learning as a group. This is seen as a partnership or teamwork well intended to increase the learners overview about what he/she is studying.

I have been sharing inherently with my fellow student’s about the context of advertising. Advertising has been outlined as the core business process that drives and pitches sales. Creative advertising platforms have been significant in the creation, implementation, and management of business process, especially the process of marketing (Clow & Baack, 74). Marketing is essential in making an organization achieve its objectives. My main concern has been how to go about advertising. Advertising is a complex process. It is contextualized as a very wide subject. Advertising uses creative concepts to achieve intended impact. The process of advertising involves using creativity based on the profile of the product.

Advertising depends entirely on creative concepts as a medium of communication. Creative adverts are very interesting and alluring. I have learnt that, these aspects of advertising form the basis of effective communication between the consumer and the product and the manufacturer or seller (Clow & Baack, 28). The practical aspects of advertising involve design and developing creative concepts that have a strong appeal. This means that the adverts developed by an advertiser are effective and captivate many would be buyers. In the event of being captivated, the creative concepts should inspire interest and foster an intention in the would be buyer to look beyond the advertisement. This means that the viewer becomes interested in evaluating the product on real time. This has been the case with marketing (Clow & Baack, 92).

I have realized that understanding advertising from the perspective of successful pitching of product profiles is very important. It determines how an organization will do in a market that is competitive and a business environment that is also competitive. Overall, advertising forms a very essential part of the marketing process.

In the peer system, the students share and discuss their views about what they are studying. This way, they play a lead role in how they develop their knowledge collaboratively. The learning log provides the teacher an opportunity to review the feedback from the students. The teacher can elaborate and extend their thinking and understanding of what they are learning.

Traditional Media Channels (Clow & Baack)

What am I learning?

The context of traditional advertising and advertising platforms is explained extensively. Am gaining insights about how the media plays a significant role in advertising and successful marketing. Advertising is defined as the way a company disseminates information to its consumers. How effective are media platforms in marketing? Clow and Baack answer this question by identifying mediums like radio, television, newspapers, and the internet. They identify and highlight these mediums of advertising as the traditional and current advertising platforms.

This analysis displays the effectiveness of these mediums. This data is vital to any organization regardless of its size or business model. These advertising platforms and models can help an organization benefit. It is possible to estimate ROI of an advertising process and budget based on such guidelines. Through analytical methods, a company can identify the ideal advertising platform and avoid superfluous expenditure by establishing the correct advertising platform.

Studying advertising has been an exciting experience for me. I have gained proficiency in my understanding of the marketing process and the advertising side of marketing. Advertising is one of the most important processes in marketing. Successful advertising helps an organization to reach a larger clientele. The organization can sell more and retain more consumers (Clow & Baack, 92).

Successful advertising involves using various methods of advertising to appease the consumers to make a purchase. Marketing is a process that involves aggressive campaigns described as outreach campaigns. These outreach missions seek to identify markets and reliable avenues of sales. In fact, through marketing, organizations can identify and develop consumer needs comprehensively.

The marketing process uses various mechanisms to prompt sales. Advertising features predominantly as the core process of marketing.

According to the studies, advertising the ideal platform for successful marketing of services and products. However, I have been able to identify some key aspects of advertising. I have analyzed these aspects and outlined them as follows.

Aspects of advertising:

  1. Proper advertising platforms
  2. How effective is the advertising platform
  3. Where should I advertise?
  4. What are the costs involved in the advertised
  5. Whom am I trying to reach?
  6. What do consumers need to see in my products?
  7. Can the advertisement comprehensively send a message about what is selling?
  8. If I will advertise through the media what is the right media to use?
  9. What is the size of budget?

Considering these concepts can provide a very effective avenue for successful marketing. I believe if these aspects of advertising can be well researched then marketing can be realized easily through advertising. I have learnt that, successful marketing depends on advertising. The process of advertising is complex since the mediums used for advertising are crucial. Poor advertising methods mean poor advertising stratagems. If a medium of advertising can reach many people, it is considered an effective advertising channel. Modern day technology has evolved very effective advertising platforms (Clow & Baack, 67).

Learning strategies

Use of visual aids has been a core learning strategy. I refer it to as a comprehensive method of acquiring knowledge about a subject. I have used diagrams, charts, and tables to explain my understanding of various progressive analysis, growth, and development of my learning. I have mastered how to identify the correct advertising channels for all business models. Am now able to create a hypothetical scenario; using the three-exposure hypothesis model. Can evaluate and identify the advantages and disadvantages of each advertising platform.

What I need to learn?

Through the hypothetical scenario creation skills, can use the 3-exposure hypothesis to evaluate consumer behavior. How consumers evaluate product or service value from a commercial perspective. How does advertising influence purchase decision making. I need to learn comprehensively how corporations map out their marketing strategy and if they do consider variables like consumer behavior and response to advertising platforms before scheduling advertising programs. Such notions and in-depth knowledge will help me understand how corporations enter new markets through advertising and how they start operating in new environments.

E-Commerce components

What am I learning?

Internet media and online advertising are the subjects am tackling in this section. I am identifying various advantages and disadvantages of investing in the new media. How effective is this the internet as an advertising platform? Due to the synthesis of every aspect of our lives with the internet and computers there has emerged a trend to integrate existing solutions and new results oriented ones. Marketing strategies are not an exception.

E-commerce is a marketing trend that has been with us for a while. It is the buying and selling of goods online. There are various components of advertising that facilitate it on a website and three major aspects to its success: financial, convenience and value-added incentives (Clow & Baack, 108). Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers. Various methods exist for it: online advertising, brand spiraling, blogs, online social networks consumer generated advertising and reviews, email, search engine optimization and viral marketing.

E-ACTIVE marketing is a new strategy that has been created to implement both E-commerce (the existing trend) and interactive marketing (the emerging trend).

Method of learning is by reading. Various real life situations are documented (opening vignettes) and easily introduce the opening chapter and set the stage for understanding the contents (Clow & Baack, 104).The end of the chapter also has an example on international implications, which helps to understand how to adapt advertising and marketing programs to international standards. It also explains challenges in global marketing communications.

Learning strategies

Again am using visual aids to map out what am learning throughout this chapter. Hypothetical approaches still play a significant role in this learning effort. Am using graphs to explain how corporations have grown through online advertising and marketing. Using hypothetical approaches can discuss and showcase various dynamics of the internet media and online advertising. Diagrams, charts, and tables are essential here to draw out a clear picture of how progress is made across the internet as both a media and an advertising platform.

What I need to learn

I need to have insights about how online marketers identify niches and business environments to operate. How are products developed online? How can I identify target markets and tap into them? I need to learn more about how I can hypothesize business development online and how this notion can be conceptualized from the e-commerce perspective. More or so, I need to have an insight about how online advertising has become popular, estimates of gross revenue earned by both advertisers and the marketers. This will help establish whether the internet media is an effective advertising platform and if, it is bringing business profitability to corporations. What are the percentages in net earnings and pretax earnings etc? What are the consumer concerns with e-commerce? Do they trust the internet? Is it a safe platform for buying and selling?

Alternative marketing

What am I learning?

There has been a need for new and innovative media due to the increasing clutter of legacy media like TV radio, magazines, even the internet and outdoor programs. As a result alternative media programs and promotional methods are now beginning to get floor space. Buzz marketing, guerrilla marketing, product placements and branded entertainment, and lifestyle marketing are some of these methods.

The new methods also created a niche for venues since most are interactive strategies only work with numerous users, so alternative media venues came up and include: cinema ads, leaflets, carry home menus and bags, mall signs and kiosks. Once these consumers have been lured to the store by these media programs, they still need to be convinced to buy and various methods are employed:

  • New in-store marketing tactics
  • Point of purchase tactics
  • Combination approaches

Database and direct response marketing

Loyal customers are valuable to every company. They purchase more often and spend more money (Clow & Baack,107).

That is why promotional tools have been developed that focus on this particular line of marketing:

  • Database programs, including methods for building data warehouses, data coding, data mining, as well as data-driven communications and marketing programs. Three data-driven marketing programs are described: permission marketing, frequency programs, and customer relationship management systems
  • Direct response marketing, including direct mail, television programs, other traditional media, alternative media, and telemarketing.

Sales promotion

Sales promotions consist of all of the incentives offered to customers and channel members to encourage product purchases. Sales promotions take two forms: consumer promotions and trade promotions (Clow & Baack, 108).

Consumer promotions are the incentives that are directly offered to a firm’s customers or potential customers. Consumer promotions are aimed at those who use the product, or end-users. They may be individuals or households. Another end-user may be a business that consumes the product, and the item is not resold to another business. In other words, consumer promotions are offered in both consumer markets and business- to-business markets.

Trade promotions are used only in the distribution channel (Clow & Baack, 108). Trade promotions consist of the expenditures or incentives used by manufacturers and other members of the marketing channel to purchase goods for eventual resale.

Public relations

The importance or the nature of a public relations function within an integrated marketing plan cannot be debated. Sponsorship programs and event marketing tactics exist to help a company make quality contacts with existing customers, new prospects, vendors, and others. The goal of these activities is to reach the public with the same clear voice that has been developed in other marketing activities. When the company succeeds at building positive public relations and sponsorship programs, the firm’s image is enhanced and its brands are better known and perceived more favorably in the marketplace.

The public relations (PR) department is a unit in the firm that manages publicity and other communications with every group that is in contact with the company. It has the following functions as a marketing strategy in the business: Identifying stakeholders, assessing corporate social reputation, auditing corporate social response creating positive image building, preventing or reducing image damage (Clow & Baack, 115).

Works Cited

Clow K. E & Baack D. Integrated Advertising, Promotion and Marketing Communications. Prentice Hall, 2010.

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