13. Application Part Two: Market Research Surveys conducted through GoogleDocs “Target Audience” = Upper Merion High School Students Statistics about students samples Findings Color and Font Preferences: Tone Preferences: Purchase History:
14. Works Cited Allen & Goel Marketing Company. Promotional Products. King of Prussia: Allen & Goel Marketing Company, 2008. Print. A & G Logo. Photograph. Allen & Goel Marketing. Web. 3 Mar. 2010. <http://www.allengoel.com/content/home.htm>. Bulls. 2008. Photograph. Flickr. 23 Mar. 2008. Web. 3 Mar. 2010. <http://www.flickr.com/photos/16941958@N02/2354309981>. Business Card, Allen & Goel Marketing. Personal photograph by author. 2009. Careers in Focus: Advertising & Marketing. New York: Ferguson, 2004. Print. Edwards, Jim. "Rise in Super Bowl Ad Prices Threatens Raw Deal for Advertisers." BNET Industries. 7 Feb. 2010. Web. 04 Mar. 2010. <http://industry.bnet.com/advertising/10005565/rise-in-super-bowl-ad-prices-threatens-raw-deal-for-advertisers/>. Goldberg-Area Information, Allen & Goel Marketing. Personal photograph by author. 2009. Goldberg-Main Page, Allen & Goel Marketing. Personal photograph by author. 2009. Hall, Starr. "5 Brand Myths Debunked." Entrepreneur Magazine. 28 May 2009. Web. 3 Mar. 2010. <http://www.entrepreneur.com/marketing/branding/webbrandingcolumniststarrhall/article201918.html>.
15. Works Cited (cont.) An Idea. 2007. Photograph. Flickr. 10 June 2007. Web. 3 Mar. 2010. <http://www.flickr.com/photos/13203757@N00/540105576>. Lindner, Susan J. "The Perfect Formula to Build Your Brand." Entrepreneur Magazine July 2009. Web. 3 Mar. 2010. <http://www.entrepreneur.com/magazine/entrepreneur/2009/july/202304.html>. Morgan Main Page, Http://www.morgan-properties.com. Personal photograph by author. 2009. Morgan-Ambassador Apartments, Http://www.morgan-properties.com. Personal photograph by author. 2009. My Life's Logos. 2008. Photograph. Flickr. 27 June 2008. Web. 3 Mar. 2010. <http://www.flickr.com/photos/27845211@N02/2616906744>. Pen, Allen & Goel Marketing. Personal photograph by author. 2009. Rossi, Peter E., Robert E. McCulloch, and Greg M. Allenby. "The Value of Purchase History Data in Target Marketing." Marketing Science 15.4 (1996): 321-40. JSTOR. Web. 3 Mar. 2010. <http://www.jstor.org/stable/184168>. Serendipity. 2006. Photograph. Flickr. 23 Oct. 2006. Web. 3 Mar. 2010. <http://www.flickr.com/photos/58055760@N00/277225654>. Untitled. 2004. Photograph. Flickr. 15 Apr. 2005. Web. 3 Mar. 2010. <http://www.flickr.com/photos/20375052@N00/9500503>. Van De Wiel, Mary. "Does Your Brand Tell a Powerful Story?" Entrepreneur Magazine. 19 Oct. 2009. Web. 3 Mar. 2010. <http://www.entrepreneur.com/marketing/branding/article203748.html>. Weinberger, Marc G. "Advertising." Grolier Multimedia Encyclopedia. 2010. Grolier. Web. 3 Mar. 2010. <http://gme.grolier.com/cgi-bin/article?assetid=0003130-0>. Where Is Going the Stock Market? 2008. Photograph. Flickr. 14 Dec. 2008. Web. 23 Feb. 2010. <http://www.flickr.com/photos/21313845@N04/3108965331>.
16. Class Activity Ideas Create your own “brand” – pass out worksheets for everyone to make their own logo, slogan, and colors that represent them the same way a company would, then go around to see who had the best one. Logo guessing game – show pictures of logos (without company name) and people have to guess what company it’s for Slogan fill in the blank – pass out worksheets with common slogans that have some words missing and go through the questions as a class. Whoever guesses the answer gets candy.
Editor's Notes
Photo: (“Where Is Going…”)Time: 2 minutesNotes:Definition: the process of promoting a business or product through advertising by anticipating customer wants/needs, to direct the flow of goods from producer to consumer. (“Careers in Focus”)Forms of advertising: (Weinberger)Advertisements on radio and TVPrint advertisements - in newspapers, magazines, flyers, billboards, brochures, etc.Web advertising - through websites, e-mails, social mediaThe Internet has, in recent years, caused a huge globalization and expansion of the marketing world (Weinberger)Promotional productsAnything with a logo or brand name on it is a form of marketingMarketing is all around us, but we often don’t even realize itIt’s all about money“the worldwide advertising industry had about $428 billion in revenues in 2006” (Weinberger)Billions of dollars are spent each year on marketingmoney from advertising is what funds radio, newspapers, magazines, and televisionMany of our favorite forms of entertainment (TV shows, sports games, etc.) would not be possible without the money they get from sponsors and advertisers (Weinberger)
Photo: (“Untitled”)Time: 5 minutesNotes:There is a massive number of different careers that fall under the category of marketing – all unique but interconnected within the industryThe outlook for these careers tends to go up and down with the economy (“Careers in Focus…”)Often, when businesses are losing money, the marketing budget is one of the first things to get cut.Many experts advise against this – without marketing, it is nearly impossible to increase customer base and make moneySome examples:Advertising Account ExecutiveCo-ordinates and oversees everything related to a client’s advertisingThey have become increasingly vital as media has expanded, companies can no longer handle their own advertising (“Careers in Focus…” 4)Usually have a creative director, art director, copywriter, and researchers working under them to get everything done (“Careers in Focus…” 5)Graphic DesignerArtists “whose commercial creations are intended to express ideas, convey information, or draw attention” (“Careers in Focus…” 85)From a marketing perspective, they mainly work on logos and print advertisementsComputer technology has revolutionized this field (“Careers in Focus…” 86)Marketing Research AnalystAnalyze consumer preferences, habits, wants, and needs (“Careers in Focus…” 101)Help companies figure out what to sell and advertisers figure out how to sell itPublic Relations Specialist“Develop and maintain…a favorable public image for an individual or organization” (“Careers in Focus…” 158)Selling the company in a different way: rather than through advertisements, it is through statements to the pressGenerally provide information to that public at large rather than solely the target audience (“Careers in Focus…” 158)
Photo: (“Serendipity”)Time:Notes: THIS SLIDE IS INCOMPLETE AND IS NOT PART OF THE 18 MINUTESMarketing can make or break a business, which is why companies put so much of their budget towards itSuccessful marketing requires these key elements:Reaching the target audienceMust be eye-catching and attention-gettingMust communicate the product/message quickly and effectivelyA consistent brand image
Photo: (“Bulls”)Time: 4minutesNotes: So, what exactly is a target audience?Companies have to decide who they are selling to (Rossi 321)Must take into consideration who will use the product, who will have the budget to buy the product, etc.Can be very broad (ex: women) to very specific (ex: women, age 18-30, living in urban areas)“The premise of this activity is that there exist distinct segments of homogeneous consumers who can be identified by readily available demographic information.” (Ross 321)Advertise in places where those people already areCould be specific restaurants, sporting events, television shows, magazinesPurchase history tells you the target groups “purchase patterns” (Rossi 330) that can help predict how they will behave in the futureThis is the reason certain advertising spots are so desired – people will pay to get their ad in front of their audience (Edwards)$3 million for 30 seconds during the Super Bowl (Edwards)Market research is an important element in identifying the target and how to reach themThrough surveys and observational studiesLooking to gain insight into who is buying or not buying the products, and how their target audience thinks, what their values are, etc.
Photo: (“Rainbow of Peace”)Time:Notes: THIS SLIDE IS INCOMPLETE, AND IS NOT PART OF THE 18 MINUTESColor is used to invoke certain emotions in the viewer/consumer as well as to draw their eyes to certain thingsBrands often have signature colorsLike a logo, these have to be consistent for the brand so people begin to associate that specific shade with them
Photo: (“Color Chart”)Time:Notes: THIS SLIDE IS INCOMPLETE, AND IS NOT PART OF THE 18 MINUTESHexadecimal code is used to make sure the exact same color is used in all of the brand’s marketingYou cant’s just say “blue and red” – it has to be the exact right shade
Photos:Time:Notes: THIS SLIDE IS INCOMPLETE AND IS NOT PART OF THE 18 MINUTESAdvertisers play on people’s emotions to motivate them to purchase the product or service including:FearGuiltTrustValueTrend-settingTime
Photo: (“My Life’s Logos”)Time: 4 minutesNotes: PurposeCreate an image for the companyEvery choice – product name, slogan, logo, colors, must reflect this imageHow to create a successful brandYou have to build the brand before you can advertise it. All the advertising in the world will do nothing for a weak brand (Hall)Develop exactly why your product is better than any other on the market – don’t expect it to sell itself (Lindner)Just having a really good product isn’t enough- you need exposure (Hall)Word-of-mouth is not a good strategy – while it does sometimes work, you can’t rely on it to spread your brand (Hall)Be the expert on your niche market – research and statistics make you become a “thought leader” in the industry (Lindner)Be reliable and consistent to build customer satisfaction and loyalty (Lindner)“Tell a powerful story” (Van De Wiel) to authenticate and differentiate the brand:What does the brand stand for? Who are they? Why are they here?Think of the brand as its own person, with a background story, goals, philosophy, and emotion (Van De Wiel)Talk about different brands, like Nike, Apple, McDonald’s and what comes to mind when you think of them or see their logo, discuss how this is the effect of branding
Photo: (“A & G Logo”)Time: 1 minuteNotes: **This slide talks about my experiences during my internship, therefore there are no sources to cite for the informationAllen & Goel Marketing CompanyInternship: 9 hours per week for 3 monthsDepartmentsPromo: sell and order promotional productsDesign: design logos, flyers, brochures, etc.Create art for projects done by other departmentsWeb: create and manage web sites, send e-blasts
Photos: (“Business Card”) , (“Pen”)Time: 3 minutesNotes:The most cost effective form of advertising (“Allen & Goel Marketing…” 11)Purpose: provide customers with a tangible item they will use oftenBy putting the logo on, you keep the company in the customer’s mind for as long as the item remains in use (“Allen & Goel Marketing…” 11)Should have contact information (website, phone number, etc.)There are many, many, many different products out there: everything from pens to magnets, coffee mugs, staplers, mouse pads, hats, jackets, and the list goes on..Basically if you can see it and hold it, you can get it made with your logo on it
Photos (left): (“Morgan Main Page”) , (“ Morgan-Ambassador Apartments”)Photos (right): (“Goldberg-Main Page”) , (“Goldberg-Area Information”)Time: 5 minutesNotes: **This slide talks about my experiences during my internship, therefore there are no sources to cite for the informationWebsite designCreate a place for customers to find information about a companyBy making it more accessible, people will be more likely to actually purchase products/servicesNeeds to incorporates the logos/colors/ideas of the overall brandThese are two of the websites I helped with while I worked at Allen & Goel.Morgan Properties is Allen & Goel’s biggest client – an existing website that needed updatesThere was almost always something that needed to be done for their website, because they have about 130 propertiesExamples of jobs:Updating info (office hours, phone #, etc.)Uploading or deleting picturesAdding or removing flash bannersAdding “Web Specials” – a special deal they would have for that month/week on a specific propertyGoldberg Properties – a new website that needed contentGoldberg is another website that Allen & Goel works forThe web designers create the actual site, write the code, etc.I was helping write the content for the Area Information section of each propertyTo do this, I had to research the information online, find websites and phone numbersI also had to verify that properties in the same town had the same information listed
Photos:Time:Notes:THIS SLIDE IS INCOMPLETE AND IS NOT PART OF THE 18 MINUTES
