TRIGGER 10

1. Virtual reality
   
   • Advantage
     
     • The New Sphere
       New campaigns are beginning to include Augmented Reality as part of their communications strategies.
       Example: A recent campaign which has incorporated this is The Gorillaz for their new album, “Plastic Beach”. They have promoted it in the latest edition of NME Magazine which comes complete with an A5 booklet filled with Gorillaz information and inside is an Augmented Reality marker, which when held up to a webcam the user is presented with a 3D “Plastic Beach” which may be navigated around.
     • Personal Experience
       Once mixed with your social media applications, it can become a personal experience with offers/coupons from shops you like and places you enjoy going to – hence a marketers’ dream. This could prove to be highly useful to PROs when trying to reach their target market as the displays are only perceived by a single user, raising the possibility of creating rich, personal experiences for all occupants of a shared space. 
     • Can be used in hopspitals to provide training to doctors.
     • Used in military so provide war and battle situations.
     • It is the technology of the future and is constantly growing
     • Its uses have given the gaming industry a new light
     • Virtual reality is now being integrated everywhere
   • Disadvantage
     
     • Privacy
       Nevertheless, all of this causes great concern for the privacy of its users and realistically Augmented Reality cannot come without its drawbacks.
     • Virtual Reality equipment is very pricey.
     • The new technology can not be used by everyone.
     • It is limited to people who have good eyesight (in some systems glasses are not allowed)
     • Virtual reality technology has been associated with weight gain becuse people do not leave their house.
     • Only large companyies have access to current technology. 
   Source:
   Virtual Reality: Advantages and Disadvantages
   http://virtualrealitysource.blogspot.fi/2010/10/google-chrome-advantages-and.html
   SPIN: Advantages and disadvantages of Augmented Reality
   http://www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality
2.  Trending markets
   
   • Ease of doing business
     http://www.doingbusiness.org/rankings

TRIGGER 9

Problem
Turning ideas into messages







LO#1
Idea gathering process

a. sources of creative ideas for marketing communication messages

Strokes of genius: Here’s How the Most Creative People Get Their Ideas

• Stop expecting inspiration to deliver a finished product.

• Write all your ideas down as early as possible. (It’s no surprise so many of the geniuses kept notebooks.)

• Stop discarding half-baked ideas. Those crappy ideas are the good ideas — they just need work.

• Don’t think your first idea is the right one. And don’t think it’s perfect as-is.

• Give it time. Deadlines don’t make you more creative.

• Wrestle with your ideas. Dissect, combine, add, subtract, turn them upside down and shake them. Get ideas colliding.

 http://time.com/2907776/strokes-of-genius-heres-how-the-most-creative-people-get-their-ideas/



b. Tools for creation process

50 BEST TOOLS TO DEVELOP A SUCCESSFUL MARKETING

•  Mplans
  http://www.mplans.com
• PLANLAB
  http://getplanlab.com/
• Marketing plan premire
  http://getplanlab.com/

http://www.docurated.com/all-things-productivity/50-best-tools-marketing-strategy
 
LO#2
How people perceive/understand the message?


a. How to align the created idea according to the objectives?

consumer perception
A marketing concept that encompasses a customer's impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

http://www.businessdictionary.com/definition/customer-perception.html#ixzz45XN4FkBV


 

 


 

TRIGGER 8

Problem
The right media for the right target.


LO#1
How to select the right media mix?

What is media mix?
 
Combination of advertising channels employed in meeting the promotional objectives of a marketing plan or campaign.

http://www.businessdictionary.com/definition/media-mix.html


Media Selection

Budget

What is your overall budget for advertising?  Will your budget give you the coverage you want? A firm that has a limited budget for advertising will limit the amount of coverage certain media can provide. You will need to strike a balance between budget and coverage.

Campaign Objectives

One factor that will influence the budget and coverage question is the objective of the campaign. If the objective is to raise the brand awareness of the firm amongst the teenage market then this will influence any decisions you make above. You may need to spend a little more on certain publications in order to meet your objectives.

Target Audience

The media you selected is obviously influenced by the target audience. A firm must select media that the target audience is associated with e.g. the magazines or paper that they read, or the social networking site they use.

Focus

What is the message focus going to be? Will the message be emotional and work on guilt or will the message be clear cut and say why the firm is better than the leading player?

Readership of Media

What is the readership of the media you wish to select? Readership is the number times a publication has been read, so if I pick up newspaper on the train, read it and leave it on the train and that same newspaper has been read by 10 other commuters, the readership in total is 11.

Circulation of Media

A firm will need to find out what the overall circulation of the media chosen is. So how many publications are sold, and exactly who reads them.

Timing

When do you want the advertising campaign to start? Is it specific to a particular time of the year e.g. Easter or Christmas?

Conclusion

So when selecting your media for advertising you need to take into account all of the above factors into account to maximise the success of your advertising campaign.

Learnmarketing.com



LO#2
How do media agencies research the target audience?





5 Ways to Reach Your Target Market Online

1. Connect with their social cirles
   Social influence is powerful — and social media is social influence amplified. As a marketer, it’s in your best interest to align with the social channels that your customers and prospects are already using.
2. Target behaviors through paid channel advertising
   There are many additional ad networks out there with powerful audience targeting features. These platforms build comprehensive profiles of users on the internet. Through data, ad networks can identify who you want to reach.
3. Blog about your customers' interests
   Content marketing is a powerful inbound marketing tool. By maintaining a blog, you’ll position your company as a thought leader and expert in your industry. If you want to attract visitors, what’s key is that you build editorial calendars, topic ideas, and keyword lists that are in complete alignment with your prospects’ areas of interest.
4. Partner with like-minded brands
   Multi-headed beasts are inevitably smarter than single-headed beasts. There are similar companies trying to reach audiences like yours. Find out who these companies are, and instead of trying to beat them — join them in a consolidated, team effort.
5. Provide relevant customer testimonials that speak to your target market
   
   Your customer testimonials should connect with prospects on both a rational and emotional level. When visitors see your product for the first time, they are typically zeroing in on one key question — “what’s in it for me?”
   You can simplify this mental process by providing a direct answer to this question. Show them examples of customers like themselves — social proof that underscores why your brand really is exceptional.

http://www.adherecreative.com/blog/bid/145373/5-Ways-to-Reach-Your-Target-Market-Online


- Interactive Marketing (maybe even better than the two shitty questions)
- Media habits
- Media mix
- Intermedia & Intramedia (differences)
- Target Market Research Methods