BUSINESS & MARKETING

 what is online marketing? Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

benefits of digital marketing: https://www.zelst.co.uk/blog/benefits-of-digital-marketing/

https://webandcrafts.com/blog/digital-marketing-advantages-and-disadvantages

Viral marketing is a style of promotion that relies on an audience to organically generate and push the message of the product or service. On social media, marketing is considered “viral” when it's being shared rapidly by the public at large (with a compounding effect) rather than just its target audience. 

Examples of viral marketing include social media campaigns, memes, videos, and other types of shareable content that can spread quickly and reach a large audience. It's an effective strategy because it leverages the power of word-of-mouth and peer-to-peer recommendations to promote a product or brand.

https://uk.indeed.com/career-advice/career-development/what-is-viral-marketing

ADVERTISEMENTS 

Storytelling as Advertising

METHODS

 

**NEWS  REPORT STYLE

**SAYINGS: quotes / recommendations 

**EMPATHY 

**standout: unique ways to get noticed that goes against the "common" normal standard 

NEWS REPORT STYLE:

peak interest / appeal to a need

focus attention make it like a report - details focus, news report style. clear concise with most important highlighted (good for intros of products in presentation). people automatically pay attention 

language also needs to follow this report style  - keep formal 

BASIC STORY - BASIC INTRODUCTION / OVERVIEW OF PRODUCT - OVERALL CORE VALUES / AIM

product info --- aim of ad----

special traits highlighted (what makes this product unique / better) 

memorable (make it interesting/different. sticks in your mind) image, content, song, slogan

impression on the viewers

eg.  

AIM: understand the product/service 

CONTENT: product/service special features

INFORMATION CONTENT：large

LANGUAGE: detailed. objective， logical reasoned argument / overview

eg.  

AIM: memorable  

CONTENT: buying points

INFORMATION CONTENT：small 

LANGUAGE: subjective，compares, emotive 

SAYINGS： quotes and recommendations

use of classic / common sayings or repetition of slogan/logo key phrases 

can use popular sayings from online / society or traditional culture ones recognised by all. common sayings, words or idioms 

or use familiar images / stories eg, in china CNY

can use renown celebrities to endorse 

EMPATHY & SYMPATHY

using a tragic tale to appeal to the customer empathetic side / can relate to the situation personal

1)introduce the problem, 2)why/how it became a problem, 3)the solution eg. back ache due to bad posture in work, need better chairs 

STAND OUT

using irregular methods/ideas. combining the "normal/accepted" standard with the non 

recall it due to the shock/uniqueness 

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Advertising and Culture
how the structure of a text can be used to compare cultural differences between two versions of an advertisement, using expressions for introducing basic product information, such as product concept, category, function, target customers, and spokesperson.

Culture-specific Advertising

1 advert 2 versions. content is same (story, product, info) but characters differ. 

eg. FaceTime for iPhone

USA: mother on business trip  during birthday, use FaceTime to celebrate together 

CHINA: father on business trip during birthday use FaceTime to celebrate together 

https://www.youtube.com/watch?v=ACw4_8OdUR0

more in fitting / accepted by local culture 

need to research and understand local market and culture, may need to adjust to make more suitable 

character roles, actions, clothing etc may need changed slightly (added or removed) to make the advert more appealing and accepted in certain cultures (eg. in certain muslim countries it may be better to cover the hair of a female in the advert) 

PRODUCT NAME - how it is recognised and remembered, this makes it stand out

CONCEPT - what is it, what it does, how and why?

product or a service?

PRODUCT TYPE - what it is and does, compared to others. if its a brand what all types of products does it have?

CAPABILITY: what it can do and what it can be used for. how using this product or service will improve you daily life

TARGET (audience/customer)

SPORTS MARKETING

SPORTS OF LOCAL GAES AND PLAYERS / POSITION IN OLYMPICS 

SPONSOR ATHLETES WITH PRODUCTS

USE ATHLETE IN ADS

eg. chinese brand ANTA supporting chinese athletes in the Olympics with sports uniform, LI NING etc.

Preamble / Opening remarks: Open with a phrase or method that draws audience attention that at the same time introduces the product / content. who what when  (use of timeline or facts?)

Establishing and creating the brand: the rand background and why it was created along with current/future goals. compare to other and why this one is unique/better. how and why 

closing comments: summary 

BUSINESS & ENTERPRISE BEHAVIOUR & ACTIONS 

its all about get attention, selling and earning!

how to get attention?

ads. social media. offers. videos. use of endorsement. 

public appearances / lectures promoting the company via a public speaker (from company or other)

supporting / sponsoring of famous/aspiring individuals or events. 

talk about what you have achieved or hoping to achieve. what the product does and what it can help you to do. 

WHO WHAT WHEN AND WHERE 

 Planing a Promotional Event

who? where?

kids, adults, students? 

men? women? elderly?     is it one client type or more? 

consider weather inside or outside? what if too hot / rains?

how to promote? speaker to push the facts? glamorise? benefits compared to others? event with prizes / freebies?  test trial? 

PASSIVE or PROACTIVE

react to a situation when it arrives or take the initiative