Industry Analysis of the Coffee Industry
Advertising Final ProjectTERM DEFINITIONS:1.Integrated Marketing Communication - Integrated Marketing Communication refers to the combination of Sales Promotions, Public Relations, and Advertising, to achieve a desired end result.
Ex: Integrated Marketing Communication allows MTV to reach a target audience by enticing them with flashy promotions, a fun "hip" lifestyle, and the chance to be in the "in" crowd.
2.Strategic Orientation - Strategic orientation is the combination of a companies mission, previous campaigns, SWOT analysis, Financial Data, Goals, and ROI.
Ex: Through strategic orientation companies are better equipped to generate profit and compete successfully because they better understand the "Big Picture" of what they have to offer.
3.Advertisement - A paid form of non-personal presentation of ideas, goods, and/or services by an identified sponsor.
Ex: A commercial for NIKE tennis shoes would be considered an advertisement because it is marketing a good (tennis shoes) by an identified sponsor (NIKE).
4.SWOT Analysis - SWOT analysis is identifying the Strengths, Weaknesses, Opportunities, and Threats of a marketing campaign.
Ex: By doing a SWOT analysis of a previous COKE commercial the Coke Co. can determine what things to change, keep, or maybe eliminate in their next commercial or campaign.
5.ROI - The ROI, or Return on Investment is important in determining whether the revenue generated by an ad exceeds the cost of producing it.
Ex: Spending $4.2 Million to travel to Japan and shoot a commercial for a small time American Shoe Company that might only gross $2.5 Million dollars a year would show that the ROI would not be beneficial.
6.Campaign - Clients hire advertising agencies to create advertising campaigns to promote their company and/or brand.
Ex: A small business looking to grow may hire an advertising agency to help them develop a campaign that will broaden their market.
7. Market - A market is the present as well as the prospective
Ex: Integrated Marketing Communication allows MTV to reach a target audience by enticing them with flashy promotions, a fun "hip" lifestyle, and the chance to be in the "in" crowd.
2.Strategic Orientation - Strategic orientation is the combination of a companies mission, previous campaigns, SWOT analysis, Financial Data, Goals, and ROI.
Ex: Through strategic orientation companies are better equipped to generate profit and compete successfully because they better understand the "Big Picture" of what they have to offer.
3.Advertisement - A paid form of non-personal presentation of ideas, goods, and/or services by an identified sponsor.
Ex: A commercial for NIKE tennis shoes would be considered an advertisement because it is marketing a good (tennis shoes) by an identified sponsor (NIKE).
4.SWOT Analysis - SWOT analysis is identifying the Strengths, Weaknesses, Opportunities, and Threats of a marketing campaign.
Ex: By doing a SWOT analysis of a previous COKE commercial the Coke Co. can determine what things to change, keep, or maybe eliminate in their next commercial or campaign.
5.ROI - The ROI, or Return on Investment is important in determining whether the revenue generated by an ad exceeds the cost of producing it.
Ex: Spending $4.2 Million to travel to Japan and shoot a commercial for a small time American Shoe Company that might only gross $2.5 Million dollars a year would show that the ROI would not be beneficial.
6.Campaign - Clients hire advertising agencies to create advertising campaigns to promote their company and/or brand.
Ex: A small business looking to grow may hire an advertising agency to help them develop a campaign that will broaden their market.
7. Market - A market is the present as well as the prospective
Cited: 003. "The Bean Stock." www.thebeanstock.com2007. DD IP Holder LLC. www.dunkinfranchising.com2008. Caribou Coffee Company. www.cariboucoffee.com. 2009. DD IP Holder LLC. www.dunkindonuts.com2009. Starbucks Corporation. www.strabucks.com2009. Recall - Firm Press Release. "Caribous Coffee Participates in Nationwide Peanut Product Recall." www.fda.gov"Coffee." National Geographic Online. 1996-2009. www.nationalgeographic.com/coffee. Coffee Geek. 2000-2009. WebMotif Net Services, Inc. www.coffeegeek.comKenneth Davids. Coffee Review. 2009. www.coffeereview.comMonica Guzman. "Starbucks Ad Campaign is Gutsy". May 1, 2009. http://blog.seattlepi.com