So much has changed in advertising in the past five years since the second edition
of this book, that almost every chapter needed—and received—major revisions
and updating. Not only have advertisers changed what they do, but even when
they do the same thing, often it’s called something else. Even more important
there are now new chapters on subjects not covered before: branding and Yellow
Pages advertising plus a totally new approach to basic Internet advertising.
In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business.
Above-the-line campaign: a marketing campaign using only advertising. Account: the term used to describe a client or job. In consultancies, “an account team” refers to the group of PR consultants servicing a particular client. Below-the-line campaign: a marketing communications campaign that does not use advertising. Instead it uses promotional tools such as public relations, direct marketing and sales promotion. Brief: the instructions from a client to a consultancy, or directions communicated within a PR agency.
The third component of the model was demonstrable results. Capitalizing on PSI’
results-based system, Roberts felt that advertising the concrete results of PSI’
interventions would increase the effectiveness of the marketing effort and len
legitimacy to the cause. Results had the power to convince the target audience an
stimulate fundraising, which would in turn allow PSI to do even more.
In addition to promoting PSI’s work in general, publicizing the results of YouthAIDS
specifically would also be important. This could directly dovetail into cause-relate
Inside The Minds
The consumer is empowered and skeptical, holding the brand responsible for corporate behavior as never before. A concept used to describe effective communication in the past was the “pyramid of influence.” In this old model, opinion leaders received top priority, and information “trickled down” to the consumer. This model relied on elite media delivering messages in editorial form to those at the top of the pyramid. Advertising was then used to inform the mass audience and stimulate purchase.
This goes well beyond television advertisements. Health
groups have long called for a statutory system to regulate
marketing of junk food to children on promotional websites,
text messages, in-store placements, cinema adverts and
posters - but until now, no one has set out what these
arrangements might look like.
I commend this report as the first serious attempt to design a
truly comprehensive statutory system of regulation for non-
broadcast food marketing.