Internship Review: The Marketing and Sales Department of B. Z. Newspaper, Berlin

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

[MARKETING TODAY] January 24, 2011 34. A public utility practices marketing when it encourages consumers to reduce demand in summer months through higher pricing. 35. When a firm uses a warranty card to determine consumer input as to product uses, it is involved with the facilitation of demand. 36. Some analysts believe that more colleges should accept major credit cards towards payment of tuition. From a marketing perspective, this involves facilitation of demand. 37. When a firm uses a questionnaire to determine consumer reactions to a new form of distribution (such as Web-based shopping), it is involved with the regulation of demand. 38. Demand regulation is generally more critical for products with stable sales patterns than for products with seasonal sales patterns. 39. Demand regulation is very important for services (such as car washes, telephone usage, and accounting services) since services cannot be inventoried or stored. 40. Marketers must be careful to include both consumer demand and publics’ demand in their communication efforts. 41. The role of marketing in the production era is limited to selling. True-False - Applied/Comprehensive/Integrative 42. Ninety percent of a firm’s marketing budget is comprised of personal selling, advertising, and premiums. The company is positioned in the marketing department era. 43. During the sales era of marketing, marketing personnel are unimportant because

Comparing two newspaper articles, one from a tabloid and one from a broadsheet will convey the different techniques that tabloids and broadsheets use to present stories. Media in general, aim to inform and interest the audience which consist of many different types. Diverse emotions and ideas are created by the media; foremost tabloids. Tabloids are papers like ‘The Sun’, ‘The Mirror’, ‘The Daily Mail’, ‘The Express’ and ‘The Star’. In contrast to these are broadsheets like ‘The Times’, ‘The Guardian’ and ‘The Daily Telegraph’. Broadsheets are often known as the ‘quality press’ being more informing and formal in the manner they convey information and news stories.

A Promotion mix is to gain awareness of target segment on the existence of a product or services and the benefits it confers to customers. The tools of promotion in a company are advertising, personal selling, public relations, marketing and online promotion. For the Apple Company to realize this strategy it has to train their staff to a high level of promotion. Personal selling is a form of promotion relevant to the Apple computers company and to the retailers authorized. The staff gets training on the knowledge of the product with a great focus on the sales of Apple computers. The people doing sales are in the best position to provide an immediate effect on the promotion of Apple computers (Nijs et al, 2001).. The Apple Company uses a range of media advertising to promote the Apple computers. The internet, prints and alternative media like billboards are among the channels for the advertisement of the computers. Advertisement is a very important tool for the company to gain new clients and sales.

Almost every new application in communications affects the way people get their news. The influence of print journalism has declined in the face of technological advances and television anchors and reporters have become familiar to the public as they report up to the minute events. The introduction of cable television led to a variety of news channels. As with print journalism, television journalism ranges from sensational tabloid news to extensive journalistic coverage and interviews. Television has in some ways minimized the journalists by focusing on scandal instead of high-quality reporting (Columbia). Today's example of yellow journalism can be found in tabloid television. By appealing to the public through sensationalism, tabloid journalism amplifies significant events, thereby shaping the pages of history. An example of sensationalistic tabloid journalism can be seen in the coverage of the O.J. Simpson trial. The purpose of tabloid journalism is to captivate the masses with their headlines about wonderful, amazing, and even shocking stories. Although many tabloids come in the form of a newspaper or a magazine, today we have tabloid television, and even internet tabloids to modify the attitude, beliefs, and behaviors of the public.

USA Today has created a loyal and dedicated consumer base by focusing efforts on brand recognition and corporate alliances. Since the decline of the paper reader and increase of online media, USA Today has repeatedly met and adapted to consumer demands. USA Today, since 2008, has proceeded to evolve their media format in direct competition with others within the newspaper industry. Additionally, alignments with television and retail locations have been used to increase current product value, as well as, increase awareness with a broader audience. USA Today’s marketing strategies insist and are dependent on connecting to online audiences by utilizing partnerships within the online community (Ferrell & Hartline, 2014). These efforts have

Anglia Ruskin University (ARU) London started operating in 1958 and has experienced tremendous growth since then. Among the institutes which formed ARU University are Cambridgeshire College of Arts and Technology, and the Essex Institute of Higher Education. The institute currently has four main institutes in Chelmsford, London, and Peterborough. The Peterborough campus dedicates its activities to the training of region’s nurses and health care professionals (Lca.anglia.ac.uk, 2016, p. 1). In coming up with the best marketing communication plan, our team conducted a small-scale primary research by designing a questionnaire for the students and staff that would have approximately 20 respondents. The primary research would also get supplemented by secondary research with a

Donnelly, J. & Peter, J. (2014). A Preface to marketing management (14.th ed.). New York, New York.

The fact that currently there exist numerous highly regarded outlets for this study typology is what conceivably demarks the latest marketing shifts most visibly. Although this does not surmount the problem of intellectual fragmentation that goes together with scholars publishing in dissimilar disciplines, or the limitations of page numbers made obligatory by journals. The latter has had a heavy effect on studies of Critical Marketing considering the presence of unrealized intellectual potential in empirical, theoretical and conceptual requisites.

It is forecasted that global paid product placement spending will grow at a compound annual rate of 27.9% in the 2005-2010 period to $7.55 billion, as product placement growth continues to significantly outpace that of traditional advertising and marketing. The overall value of the worldwide product placement market, including the barter/exposure value of non-paid placements, will increase 18.4% compounded annually to $13.96 billion in 2010 (PQ Media, August 2006). It is therefore not surprising that the concept of product placement is daily discussed, applied, and reported in the world of professional marketers (Russell and Stern, 2006; O' Loughlin, 2006; Levin, 2006; Karrh et al. 2003;).

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

Promotion is the most important component in the 4 P's, so understanding how to promote a product is crucial to any company. No company knows this better than The Dell Corporation. Dell uses many different promotional methods to get their computer products seen by their targeted consumer markets. In today's paper I am going to start off by discussing some promotional vehicles that Dell uses to promote their computer products. Secondly, I am going to briefly analyze how the selected promotional methods position the products to appeal to its target audience. Lastly, I am going to identify where the

So much so, another external factor attached to decision making is competitive influence. Nowadays, due to rising competition in the market, organizations prefer news that sells. Tabloidisation of news as defined by McLachlan and Golding (2000) is characterised by, “fewer international news stories, more pictures, less text, more human interest and entertainment news stories and less political or parliamentary news.” Tabloids media that dominate popular culture are replacing hard news and the distinct line between what people need to know and what they want to know are blurring out. Increasingly, due to competition, newspapers want to be the first to publish certain news. Thus, added pressure is laid on the back of journalists. Usually, in trying to report news first, stories are poorly researched, opinionated and biased since

This paper is a personal review of an internship in the marketing and sales department of B.Z. Berlin (a tabloid newspaper based in Berlin). The paper reviews how my capacities in those department help satisfy the 4Ps (promotion, price, placement, and product) of marketing. Different components of the marketing mix exhibited in my duties included creating a balance of salacious with genuinely positive and heart-warming news; creating cash giveaways to generate regular readership; diffusing criticism of the tabloid industry through balanced reporting of positive news; and encouraging advertisers to buy space in both the online and the print version of the tabloid. The paper also uses the 'The Paradigm of Survival,' to analyze the tabloid's marketing mix. This theory stresses the need for all products to be marketed based upon their ability to satisfy basic human needs, such as sexual desire, fear, or security. As well as personal reflections the paper contains analysis of the current state of the news industry and the challenges of coping with a world in which papers must compete for readers and advertising revenue both online and in print.

4. PROMOTIONPromotion of Cadbury World tovarious target audiences is a vitalpart of the management function .TelevisionThe print mediaPosters