DECA 2020- Promotion

Explain the use of celebrities/influencers as a WOM strategy

Celebrties and influencers have a great following on many media platforms. Their opinions about a company will be listen to by many. These opinions can have either a negative or positive effect on the company.

Describe the use of color in advertisements

Color can be the most important element in a business advertising campaign. ... As a small-business owner, your choice of color in your advertisements and promotional campaigns can influence consumer feelings about your products or services and can play just as large a role in generating sales as any slogan.

Describe referral programs that can be used to build brand/promote products

Companies can use discounts and flash sales by sharing referral coupons. It can help them gain more customers as more people become aware of the brand

Describe digital color concepts

DCC is a fully integrated graphics company, specializing in color retouching and print, including grand format.

Write mobile marketing content

Develop a mobile-first content strategy Follow your audience reading habits Convey your message with personality

Write direct-mail letters

Direct Mail. Direct mail is marketing material or product mailed directly to the homes of consumers or offices of business buyers. Examples include postcards with an offer, catalogs that display goods, coupons, solicitation letters from nonprofits or free samples sent by businesses.

Explain the nature of direct marketing channels

Direct marketing channels include those methods targeting a specific group of consumers. This usually means delivering a message via direct mail to a home or business or by e-mail. Direct marketing channels are guided by the CAN-SPAM Act of 2003 which requires marketers to provide opt-out options and creates standards for delivering electronic promotion information.

Explain the components of advertisements

-A clear and eye-catching headline -A description of a good value -An attractive offer that perhaps includes a time-sensitive discount and/or "low cost to you, high value to them" premium -A logical reason for the offer -A reason for an immediate reply, and -Clear, understandable directions for the customer to follow.

Explain website-development process

-Gathering Information: Purpose, Main Goals, and Target Audience -Planning: Sitemap and Wireframe Creation -Design: Page Layouts, Review, and Approval Cycle -Content Writing and Assembly -Coding -Testing, Review, and Launch -Maintenance: Opinion Monitoring and Regular Updating

Create a public-service announcement

A PSA should include a hook, essentially something to grab the listener or viewer's attention. Sometimes this might be a shocking statistic, something comedic or using something with an emotional appeal. Think about the message(s) you want your target audience to hear and select only the most important points.

Discuss the nature of effective direct-mail copy

A Personal Touch A Creative Design A Clear Call To Action An Integrated Approach Tracking & Analysis

Discuss the use of marketing/creative briefs

A creative brief is the very foundation of any advertising/marketing campaign. ... By definition, a creative brief (or creative briefing) is a document produced by the requesting party (the customer) with the goal of establishing the defining aspects of a creative piece of work, such as a print ad or website banner.

Implement digital marketing campaign

A digital marketing campaign involves a lot more than simply placing adverts for your business or brand around social media and other websites. With digital marketing, there is a constant or near-constant exchange of data between the business and the various online platforms on which they market.

Explain the role of business websites in digital marketing

A good website reflects your business brand, offers high-quality content and is easy-to-navigate. Your website is the key to a successful digital marketing strategy because all other digital marketing elements direct guests to your website, which should effectively convert guests.

Identify effective advertising headlines

A headline in advertising grabs a reader's attention much like a newspaper's headline. An advertising headline is designed to be the first copy the potential customer reads, and it is usually written by a copywriter (but can also be crafted by a copywriter/art director team, or anyone in the creative department).

Create a press kit

A media kit, sometimes called a press kit, is simply an information packet about a business or product. ... In it is a collection of company information and articles put together to address questions from the media, investors, potential clients and others.

Explain the nature of a promotional plan

A promotional plan is a description of the promotional mix decisions for a business. The promotional plan includes relevant market information, details about the target market, identifies promotional objectives and budget and defines the mix of promotional tools.

Execute targeted emails

A targeted email is a personalized message sent to a particular segment of your mailing list. Such emails are highly customized; they deliver relevant offers which bring value to subscribers.

Describe the nature of copy strategies

Ad copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL.

Write content for use in social media

Add images Keep your audience in mind Keep it about other people Become a master of headlines Experiment with different content types Address your readers Cover trending topics Keep it concrete Don't make promises you can't keep

Identify strategies for attracting targeted audience to website

Along with quality content, you must optimize every post for SEO Amplify Your Content Encourage Sharing

Select placement of advertisements

An ad placement is a specific group of ad units on which an advertiser can choose to place their ads using placement targeting. Ad placements can be as broad as an entire website or as specific as a single ad unit. Placements are made visible to advertisers in two ways: Placements automatically created by our system.

Explain the use of product placement

An advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media.

Explain the nature of email marketing tactics

An email marketing strategy is a set of procedures that a marketer identifies and follows to achieve desired marketing goals from email advertising. This plan of actions gives the businesses a direct channel of communication with prospects and customers for brand promotion.

Maintain a consistent brand voice in social content

Brand voice is the uniformity in selection of words, the attitude and values of the brandwhile addressing the target audience or others. It is how a brand conveys its brandpersonality to the external audience

Describe the use of blogging for marketing communications

Business blogging is a marketing tactic that uses blogging to get your business more online visibility. A business blog is a marketing channel (just like social media, direct mail, email marketing, etc.) that helps support business growth. A blog is meant to generate awareness about you and your brand. It's best used as a tool to establish authority and make people trust you.

Buy ad space/time

Buying ad space programmatically means you buy ad spaceon an impression-by-impression basis. This means you have complete control of your ad buyingto optimize appropriately in real time.

Explain the nature of buzz-marketing

Buzz marketing is a viral marketing technique that is focused on maximizing the word-of-mouth potential of a particular campaign or product, whether that is through conversations among consumers' family and friends or larger scale discussions on social media platforms. By getting consumers talking about their products and services, companies that employ buzz marketing hope to grow their awareness through the growth of online traffic and increase sales and profits.

Explain the use of video/images for digital marketing

Consumers like it because it's easy to digest, entertaining and engaging, and marketerslike it because it can give a potentially huge return on investment (ROI) through many channels. Video is also very accessible to anyone with internet access, both to watch and to produce.

Set up cross-promotions

Cross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product.

Describe considerations in developing customer evangelists

Customer evangelists: customers who are passionate, loyal, and eager to recommend you-extreme customer loyalty-develop customer insights-emotional marketing language-proper platforms

Discuss the role of customer voice in word-of-mouth strategies

Customers are used to spread information to other customers and can either encourage or disencourage others. It can be positive or negative

Explain the importance of coordinating elements in advertisements

Each element of an advertisement needs to work together as a cohesive message for a product, service or business. Before placement, marketers check to ensure that the ad stands out on a page, the layout is clean, the text is easy to read and understand, the signature can be distinguished and that the message relates to the target market.

Write e-mail marketing copy

Email copywriting is the actual copy — the words — in your email subject lines and body content. It's how you express an idea to convince prospective customers to convert. In theory, it's no different from any other form of copywriting.

Negotiate terms with media owner

Forge a partnership with the media property Always return media reps' calls and e-mail Get the best deal

Check advertising proofs

Getting a proof in advertising means signing off on an element before it goes live. Find out what it means to get a proof in advertising with help from a public relations and marketing professional in this free video clip.

Leverage social networks for customer engagement

Have a social strategy Find your voice Respond and reward your followers Create a community Stay focused on customer service

Develop and package content for social distribution

Identify Your Target Audience Create Personas Based on Target Audience Details Understand Social Networks and How They are Used Match Your Brand and Personas to Social Networks Develop a Social Strategy

Repurpose content for use in multiple platforms

Identify your most popular content Build custom infographics Leverage your social media platforms Create more evergreen content Find the most interesting statistics you published Fine-tune your writing skills Encourage user-generated content Find your strongest introductions

Explain the use of illustrations in advertisements

Illustrations are included in advertising layouts in order to communicate a concept or two to the audience. These effective pictorial images direct the viewer's eye to the advertisement and capture his/her attention. Usually, the drawing is designed to convey a commercial, political, or ideological objective.

Determine advertising reach of media

In advertising, media and marketing, reach is the number of unique users you have exposed your ad to. In digital marketing, this can refer to the number of unique users reached in a digital campaign, not the total number of impressions delivered

Analyze costs/benefits of company participation in community activities

It makes your business visible, allows people to get to know your brand, product, or shop better, and helps you create a reliable, trustworthy, and generous business image.

Explain the nature of effective mobile ad copy

Keep it short Use a direct call to action Use mobile ad extensions Display your brand prominently Measure mobile campaigns separately from desktop campaigns

Collaborate in the design of slogans/taglines

Keep it short and simple. ... Be consistent. ... Focus on what makes you different. ... Make it timeless. ... Ensure it can stand alone. ... Consider your target market. ... Get input.

Write content for use on the website

Know your audience Follow the "inverted pyramid" model Write short, simple sentences Stick to active voice Show, don't tell Mix up your word choice Make text scannable Leave them wanting more

Describe the use of business ethics in promotion

Marketers have a responsibility for ethical behavior in promotion as it relates to advertising and sales. Marketers should avoid false or misleading advertising for products and services as well as pressure or misleading sales tactics and promotions.

Read media schedule

Media Scheduling refers to the pattern of timing of an advertising which is represented as plots on a flowchart on a yearly basis. The plots in the flowchart indicate the pattern of periods that matches with favorable selling periods.

Cultivate media relationships

Media relations as part of PR work is an important puzzle piece in this respect. The object of advertising is to increase sales through product advertising. The main goal of media relations is to strengthen both brand and image by putting the company in editorial articles, interviews or guest articles.

Describe mobile marketing tactics

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices. Mobile is disrupting the way people engage with brands.

Explain the nature of online advertising (e.g., advergaming, virtual worlds, display ads, banner ads, pop-up ads, pay-per-click ads, etc.)

Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.

Explain the impact of color harmonies on composition

Our visual experiences need to have a logical structure in order for us to understand them. Color harmony provides that structure. Harmony itself is simply a pleasing arrangement of different things. Thus, color harmony is easily defined as the combining of colors in order to produce a pleasing effect.

Discuss the use of podcasts/webcasts

Podcasts, webcasts, and webinars are excellent ways to broadcast a message to your target audience. They're a unique way to present information in a way that's often informal, interactive, and efficient.

Write a press release

Press Release. Definition: A public relations announcement issued to the news mediaand other targeted publications for the purpose of letting the public know of companydevelopments. Think of a press release as your ticket to publicity--one that can get your company coverage in publications or on TV and radio stations ...

Explain the role of promotion as a marketing function

Promotion as a marketing function includes all the activities to inform, persuade, and/or remind consumers about products and services. Promotion is persuasive communication that prompts a target market to take action.

Discuss internal and external audiences for public-relations activities

Public relations activities are designed to influence the perceptions of a specific group of people. For example, an internal audience is a company's employees. A business may choose to create a public relations campaign to change attitudes or create awareness of policies for employees. For example, an external audience is a market of consumers who live near a new sports stadium. A business may choose to create a public relations campaign to increase awareness for game day traffic.

Explain communications channels used in public-relations activities

Public relations can use a variety of tools to develop media coverage. A main tool is a press release that is sent to appropriate media for the company and/or product. Other channels of communication include press kits and press conferences.

Explain the use of RSS feeds

Rich Site Summary uses a family of standard web feed formats to publish frequently updated information

Explain the marketing-communications development process

SENDER (marketing department) --> ENCODE (ideas and words into pictures) --> MESSAGE CHANNEL (inshore display, tv ad) --> DECODE (interpret message) --> RECEIVER (consumers) FEEDBACK (receiver to sender) NOISE (interference, other ads)

Discuss the use of search-engine optimization tactics for digital marketing

SEO (Search engine optimization) is the process of making a web page easy to find, easy to crawl, and easy to categorize. ... SEO is an integral part of any digital marketing strategy. It is basically concerned with a holistic move towards driving customers to your business via online platforms.

Identify communications channels used in sales promotion

Sales promotion channels are divided in to trade and consumer promotion categories. Trade promotions include promotional allowances, cooperative advertising, slotting allowances, sales force promotions and trade shows and conventions. Consumer promotions include coupons, premiums, deals, incentives, product samples, sponsorship, product placement, promotional tie-ins, loyalty programs and point-of-purchase displays.

Monitor user-generated content (UGC)

Short for user-generated content, UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publically available to others consumers and end- ...

Write copy for advertisements

Show viewers how you'll solve their problem Include emotional triggers Focus on benefits, not features Implement FOMO

Explain the impact of digital techniques on public relations practices

Social Media plays a crucial role in connecting people and developing relationships, not only with key influencers and journalists covering your company's sector, but also provides a great opportunity to establish customer service by gathering input, answering questions and listening to their feedback.

Discuss the use of social bookmarking/tagging

Social bookmarking is an online service which allows you to create and publicly share website bookmarks with other members of a community by simply tagging a web page with a web-based tool so you can easily access it later. Instead of saving them to your web browser, you are saving them to the web.

Moderate social chats

SocialChat lets your customers start conversations with you on your website, and continue them privately, right where they feel comfortable, via Messenger and Twitter DMs. It can be enabled with just a couple of lines of code

Explain the use of storytelling in marketing

Storytelling is the process of making a connection with the customer first, and selling a product second. This method of marketing is contrary to most advertising programs, and often seems more like a creative writing program than a marketing strategy.

Describe the regulation of promotion

The Federal Trade Commission is the main regulator of promotional practices overseeing issues related to advertising and endorsements. Trade associations and consumers also play a role in regulating promotion strategies. The primary topics that are discussed are deceptive advertising practices including advertising to children, privacy, contests, false testimonials, bait and switch advertising, free offers, and misleading demonstrations.

Describe effective advertising layouts

The ad layout may be defined as the design of the various elements of advertising — design elements such as illustration, text matter, product, and name of the company. A good advertisement is a combination of both art and copy.

Calculate media costs

The cost of all impressions, clicks, and activities during the specified date range, based on the schedule and pricing information that was entered for each placement. ... Any impressions, clicks, or activities that occur outside the run dates of the placement are not included in media cost calculations. Cost per Thousand Impressions (CPM)

Describe the elements of design

The elements, or principles, of visual design include Contrast, Balance, Emphasis, Movement, White Space, Proportion, Hierarchy, Repetition, Rhythm, Pattern, Unity, and Variety. These principles of design work together to create something that is aesthetically pleasing and optimizes the user experience.

Coordinate activities in the promotional mix

The four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company's goals

Explain considerations affecting global promotion

The key factors include characteristics of the global distribution system, product characteristics, market or consumer characteristics, competitive climate, company factors, and government regulations and local customs.

Create promotional signage

The main purpose of signs is to communicate, to convey information designed to assist the receiver with decision-making based on the information provided. Alternatively, promotional signage may be designed to persuade receivers of the merits of a given product or service.

Describe the nature of effective Internet ad copy

The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for.

Describe the use of technology in the promotion function

The use of technology in promotion changes constantly. Technology creates new platforms for distributing information to consumers. Recently we have seen online sales, new media outlets including the Internet develop, creation of social media, and delivery of sales promotions via cell phones.

Explain the types of promotion

There are 2 main types of promotion. The first type is trade promotion, which is focused on building support from intermediaries in the distribution channels. An example would be setting up a booth at a trade show. The second type is consumer promotion, which is focused on getting the final consumer to buy the product. An example would be giving out coupons. Both promotion types are necessary in order to increase the number of distribution channels and the size of the consumer base.

Identify the elements of the promotional mix

There are five main elements of the promotional mix, which can be remembered using the acronym PPADS. Personal selling is when sales representatives sell products by communicating directly with the consumer. Public relations involve managing the company's perceived image through non-paid advertising and different media channels. Advertising is any paid, non-personal activity that serves to promote the product. Direct marketing is advertising that is targeted at groups of potential consumers, using market segmentation. Sales promotion involves limited time offers that are used to promote sales. The elements of the promotion mix are personal selling, advertising, public relations, and sales promotion. Personal selling is direct contact between a salesperson and customer. Advertising is a form of nonpersonal promotion. Public relations is the development of a favorable image for a company, its products or its policies. Sales promotion includes activities that are used to create purchases and sales not related to the other types of promotion.

Explain the use of advertising agencies

They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. ... The agencies make optimum use of these people, their experience and their knowledge. They work with an objective and are very professionals.

Collaborate in the design of collateral materials to promote frequency/loyalty marketing program

This can include brochures, newspaper ads, websites, banners, posters and stationary. Collateral advertising used in marketing can also include newsletters, blogs, promotional items such as samples of the product or t-shirts with the company logo, and mass mailings or emails.

Schedule ads and commercials

Timing is everything; you want to make sure your ads are showing when your customers are awake and online! Ad scheduling or Day Parting simply lets you specify certain hours or days of the week you would like your AdWords ads to show.

Explain types of advertising media

Types of advertising media include print, broadcast, online, specialty and social. Print media include newspaper, magazine, direct mail, directory, outdoor, and transit. Broadcast media include television and radio advertising. Online advertising are all forms of that use the Internet or e-mail including banner and pop-up ads. Specialty media are items used for distribution with the company's branding message. Social media includes platforms including Facebook, Twitter, and mobile media applications.

Identify types of public-relations activities

Types of public relations activities include sponsoring product, sports, cultural or charitable events, awarding scholarships, and donations. Another aspect of public relations is creating news releases, an announcement that a company sends to the news media.

Explain type styles used in advertisements

Typography is the art of arranging and designing type. ... Designers often use typography to set a theme and mood in an advertisement; for example using bold, large text to convey a particular message to the reader. Easy to read and with a modern appeal,

Describe the use of crisis management in public relations

Ultimately, crisis management is designed to protect an organization and its stakeholders from threats and/or reduce the impact felt by threats. Crisis management is a process designed to prevent or lessen the damage a crisis can inflict on an organization and its stakeholders.Sep 23, 2014

Explain considerations in developing viral marketing campaigns

Viral Marketing is that which is able to generate interest and the potential sale of a brand or product through messages that spread like a virus, in other words, quickly, and from person to person. Low cost, and can have a great reach. It could put the company in a negative face if it goes viral for the wrong reason

Explain the nature of word-of-mouth (WOM) strategies

Word-of-mouth advertising (WOM advertising), also called word of mouth marketing, is the process of actively influencing and encouraging organic word of mouthdiscussion about a brand, organization, resource or event.

Describe word-of-mouth channels used to communicate with targeted audiences

Word-of-mouth channels allow consumers to promote a product or service. Channels of communication for this method include after-sale follow-up, recognition of purchase in media, incentive programs, buzz marketing, providing samples, and interactive promotions such as e-mails, entertainment, Youtube videos, and social media interactions.

Explain the use of social media for digital marketing

You can easily get the interests of the people; it helps to find the target customers of your services or products. Social mediacreate a great opportunity to react quickly to customers feedback, request or queries related to your field or services.

Identify techniques to increase ad response time

bs this ig

Explain current issues/trends in public relations

bs this too idfk

Discuss types of direct mail tactics

classic package- letter and response form newsletter postcard catalog

Explain considerations used to evaluate whether to participate in trade shows/expositions

current interests of the target audiencedetermining the products they are displayinghow worth it is the selling the product, cost of the booth, sending representatives

Implement strategies to grow social-media following

do what joey's boutique does

Identify types of drawing media

idrk what this is

Discuss the nature of typography

layout and design Three fundamental aspects of typography are legibility, readability, and aesthetics. Although in a non-technical sense "legible" and "readable" are often used synonymously, typographically they are separate but related concepts. Legibility and readability tend to support aesthetic aspects of a product.

Explain mobile marketing applications

via websites, email, SMS and MMS, social media, and apps.

Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences

within an industry people set up booths based off of current interest of the target audience