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The Publications
By Melanie Katz and Tiffany Roca
of
Marketing
The Publications The Publications
Communications
Professionals in the marketing field use numerous publications in order to reach their audience.
There are two primary kinds of texts they use:
Internal&
ExternalMemos
Financial Journals
Press Releases
Marketing magazines
Etc. Magazines
Quarterly releases
MemoInternal
Text
What are memos?-A formal way of
communicating within a company
-Memos are typically in the format of a letter (They open
and close formally).
External
TextQuarterly Releases
A quarterly filing made by public companies to report their performance. Included in earnings reports are items such as net income, earnings per share, earnings from continuing operations and net sales. These reports follow the end of each quarter. Most companies file in January, April, July and October.
Read more: http://www.investopedia.com/terms/e/earningsreport.asp#ixzz1gYFeucrV
External
TextMarketing Magazines
External texts such as marketing
magazines inform a specific audience on the marketing aspects of current
businesses.
External
TextFinancial Journals
What are Financial Journals?
An accounting record where all
business transac
tions are originally entered. A
journal details which transactions
occurred and what accoun
ts were affected. Journal entries
are usually recorded in
chronological order, and using the
double-entry method of
bookkeeping (Investor Words).
External
Text Other Magazines(which are related in
content)Other magazines
which are not directly related in content to a business is a form of horizontal marketing- a marketing strategy
which reaches audiences on
different levels within an industry. For
example, Starbucks not only sells drinks,
but ice-cream.
External
TextPress releases
A press release is a written public relation announcement made to draw media attention to a specific event or product launch. A press release can be very newsworthy, however, a press release can also be total hype (Bellis).
Often, many marketing professionals provide guidance
for one another through scholarly case studies of brands
This is a cigarette
company’s brand case
study
Where does guidance come
from?
-Corporate companies (internal documents).-advertising practitioners (case studies and testimony transcripts).
What are the benefits?
- Companies can achieve great brand equality and shareholder value.
an influential brand is one with the
qualities mentioned above. It is the job of the
company to positively incorporate the
product into the consumer’s lifestyle
Give as much “product value” the customer as possible- when customers believe they are getting the best product for their money, they will be loyal
avoid deceiving the customer- it will
not only make you lose business,
but it is also bad business practice.
Marketing Values
The constantly changing direction of
marketing
Mobilized digital technology has helped not only the companies
promote themselves, but consumers accommodate their needs. The
Starbucks app, for example, helps consumers keep track of their
Starbucks card balance and rewards. It also allows consumers to send eGifts and buy products from the Starbucks Store with a simple touch of a button.
Bibliography
• "Definition of a Memo." Welcome to Writing@CSU. Web. 10 Dec. 2011. <http://writing.colostate.edu/guides/documents/memo/pop2a.cfm>.
• "Quarterly Earnings Report Definition | Investopedia." Investopedia. Web. 10 Dec. 2011. <http://www.investopedia.com/terms/e/earningsreport.asp>.
• "What Is Journal? Definition and Meaning." Investment and Financial Dictionary by InvestorWords.com. Web. 12 Dec. 2011. <http://www.investorwords.com/2674/journal.html>.
• Bellis, Mary. "Who Invented the First Press Release." Inventors. Web. 12 Dec. 2011. <http://inventors.about.com/od/pstartinventions/a/press_release.htm>.