Context Book

Tuesday, 27 April 2010

Context book dev

Promotion is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet, Mobile Phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to place the ad
Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows

The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

http://en.wikipedia.org/wiki/Promotion_%28marketing%29

Inquiring...

The companies i've began to contact with questions regarding the way they work.

Carmichael lynch
180 amsterdam
BBH
Krow
Tierney communications
BBDO
Campbell mithum
TBWA london
RPA Rubin Postaer
GSD&M idea City

Monday, 26 April 2010

Altering Lines of Enquiry

My design focuses on the promotion of a product. I think this would have been a better choice of inquiry from the start of context book and i thought i was going in a good direction with the book and feel that its something i kind of pushed to the side and didn't really consider as much as i should have done. But i feel that this altering of the focus on part of the design i was partly looking at to begin with.

Design for promotion.
I will look at the brand companies i have all ready began to look at in greater depth and consider how they going about promoting a product, the kind of clients they have, what kind of media is their focus, whether or not they are aware of rhetoric and whether they actively use it and how the budget they are given affects the media in which they use to promote.