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BUS120 Essentials of Marketing

CRN – #50786

Class – Monday (9:30AM to 12:30AM)

GROUP #4

MARCOM

Traditional & Non-Traditional Medias

Name Email Phone Numbers

Ajay Gupta Ajay.gupta@student.ufv.ca +91 7686000035
Vansh Gautam Vansh.gautam@student.ufv.ca +91 8264613992
Shray Bhalla Shray.bhalla@student.ufv.ca +91 9115482218
Nidhi Shah Nidhi.shah@student.ufv.ca +91 9888420179
Aryaman Singh Aryaman.Singh@student.ufv.ca +91 9625008273

Submitted to – Prof. Shyam Vyas

Submitted on – July 4th, 2022

Due Date – July 3rd, 2022

BUS120 GROUP#4 Assignment #4 2

INDEX
Acknowledgement……………………………………………………………...3

Certificate of Originality…………………………………………………….....4

Summary…………………………………………………………………….....5

Traditional Tools of Marketing……..……………..…………………………...6

Non-Traditional Tools of Marketing………..………………………………...18

Real World Examples……………………………………..…………………..22

References…………………………………………………………………….25
 BUS120 GROUP#4 Assignment #4 3

Acknowledgement
We would like to express our immense gratitude to our Professor, Dr. Shyam Vyas

for his endless knowledge and continuous support. This assignment has helped us

polish our teamworking skills, researching skills and overall understanding of the

topic. We would also like to thank all the sources which have helped us in

gathering credible information that has proven to be instrumental in the

completion of this project.

Lastly, we would like to thank our group members for completing this project with

utmost sincerity and cooperation.

 BUS120 GROUP#4 Assignment #4 4

Certificate of Originality
We, as a group, take full responsibility for the information provided in the

following case study and pledge that we –

 Have used my/our words only,

 Have not Copied from any source,

 Have not plagiarized

 Have cited all sources from where adapted or quoted in this submission.

Vansh gautam Nidhi Shah

(300200453) (300200490)

Shray Bhalla Ajay Gupta

(300200343) (300200347)
BUS120 GROUP#4 Assignment #4 5

Summary
In this assignment, our group has talked about various traditional and non-traditional
marketing communication medias. Traditional tools include Advertising, Public
Relations, Sales Promotions, Personal Selling and Direct/Online Marketing Efforts.
Non-traditional tools of marketing communication include, but are not limited to,
Guerrilla Marketing, Content Marketing, Buzz Marketing, Stunt Marketing, Grassroots
Marketing, etc. We have also provided examples of real-world application of various
traditional and non-traditional tools of marketing used by various companies backed
up by facts and figures.
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Traditional Tools of Marketing Communication

Advertising

Direct Public
Marketing Relations
Traditionsl
tools of
Marketing

Personal Sales
Selling Promotion

The goal of marketing communications is to reach the target population and establish
a channel of communication between both the firm and the consumer. Advertising,
Public Relations, Sales Promotions, Personal Selling, and Direct/Online marketing are
the five communication channels that comprise the marketing communications mix.

1. Advertising - Advertising is the most often used instrument with in marketing

communications mix. It encompasses all forms of media such as television,
radio, print, internet advertising and any other ad that is intended to engage
the target audience's visual or verbal senses. Because advertising has
essentially no geographical limits, it serves the greatest number of clients
whilst earning the least per-head expenditures in the MARCOM.

For Example: Coca Cola 'Share a Coke' campaign, which began in 2011 garnered a big
fan following for Coke. Buyers could print their chosen name on their coke bottle.
This is an excellent example of crowd participation. Coke made its customers feel as
though it cared about them. This was one of the most eye-catching advertisements
executed by any business to date.
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2. Public Relations - Public relations (PR) relate to how a corporation manages the
flow of data about its stakeholders, workers, and members of the public who
are in some way interested in the organisation. The value of public relations as
a MARCOM instrument varies according on the size of the firm. Although PR is
less vital and yet significant for small businesses, it is an integral aspect of
marketing communication for larger enterprises. The primary goal of public
relations is to provide a favourable picture of the firm to the public.

For Example: Spotify

Wrapped, Spotify's end-of-year marketing swiftly became a viral event. From 2016,
the streaming app gave each user a "wrap up" of their listening habits in colourful,
eye-catching images. Consequently, you may post your statistics on many networks
such as Instagram and TikTok.

3. Sales Promotion- Sales promotion is among the most basic tactics in the
MARCOM mix, but it is a vital component for all sorts of businesses. The goal of
sales promotion is to provide incentives for the buyer to purchase the goods.
These incentives are typically provided in the form of free items, gifts,
discounts, coupons, or samples. Anything that adds to the actual acquired
items is perceived as a benefit by the consumer and hence enjoyed by the
buyer.

For Example: Kellogg’s

The massive morning cereal corporation controls an area that employs promotion to
give value to competitors. For years, the ruler of retailing cereal has nourished
families off Frosties and Corn Flakes, with youngsters combing boxes for rewards
hidden within the package as well as on the carton. Kellogg's leads the market in
what is considered a volatile sector by enticing the market with inventive promotions.
This has included collectible bowls, free swimming excursions, and MTV rewards.

4. Personal Selling - Personal selling gives exceptional assistance in informing

clients about new products and services also a tight relationship between the
firm offered by the corporate salesperson and the client. Personal selling is the
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most pricey section of the MARCOM mix and the most powerful. Because the
purpose of a business is to serve the wants of consumers, any firm must assess
the upcoming needs and aspirations of its targeted audience. Personal
interaction with clients is the ideal approach for analysing demands since it
allows organisations to obtain the essential info, which produces the demand.

For Example: Noah Kagan is an advocate for entrepreneurs and company owners
who has committed years to assisting individuals in discovering, planning, and
launching enterprises at breakneck speed. Kagan's brand is built on practical
guidance. He simplifies the allegedly intricate and muddy seas of trade. He was 30th
on Facebook, 4th on Mint, and worked at Intel.

5. Direct Marketing - Direct marketing differs from advertisement in that the

corporation contacts its target customers directly, as opposed to using and
requiring intermediaries in advertising to do so. Direct mailing, catalogues,
inserts and coupons, web marketing, and telemarketing are the many
components of the advertising material used in this. Assisting the client in
making a purchasing choice by informing them about new items or just
reminding them of an unidentified desire is the goal of direct marketing.
However, there is a disadvantage to using this as a communication strategy. It
is an uninvited advertisement, which is generally considered bothersome by
the general population these days.

For Example: Kit Kat

Large, crimson red, eye-catching, and chunky. Kit Kat's basic yet brilliant design was a
'missed mail' leaflet. In 2012 it was deemed 'too chunky for your letterbox.' The ad
merely instructed customers to go to their local store and get their "missed Kit Kat
bar."
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Non-Traditional Tools
Advancements in technology, digital media, and easily accessible global marketplace

have opened new doors for Non-traditional methods of Marketing Communication.

What is Non-Traditional Marketing –

Non-Traditional Marketing consists of new and unorthodox marketing methods. They

strive to strike an interest in the consumer through their modern and unpredictable

tactics. Consumers tend to react to non-traditional marketing better, as it is more

authentic and relevant. On the surface, non-traditional marketing has many pros over

old traditional methods of marketing, but it is also very unpredictable. There are

various typed of non-traditional marketing tools discussed on the next page.

Tools of Non-traditional marketing –

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Guerrilla
Marketing

Content Grassroots
Marketing Marketing

Tools of
Non-
Traditional
Marketing
Stunt Buzz
Marketing Marketing

Social
Media
Marketing

1. Guerrilla Marketing – It involves using low-cost unconventional marketing

tactics that yield maximum results. This strategy is usually used by small

companies because of its feasibility. Larger companies use Guerrilla Marketing

as an extension to their existing marketing campaigns and strategies. For

example., In 2012, Red Bull launched its Stratos project. They hired Austrian

Skydiver, Felix Baumgartner to skydive from 128,100 feet. The feat garnered

widespread attention from customers.

2. Grassroots Marketing - Grassroots marketers targets individuals or groups and

promote their products and services to these people to get them to share the

message with a larger audience. It assumes that these people will then

recommend the products to their friends and family. Since people tend to trust
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personal recommendations more, this is an effective way to expand the customer

base.

3. Buzz Marketing – This marketing tactic aims at making the product go viral

through influencers and trendsetters. Marketers sponsor and provide access of

their products and services to people with high recognition and social standing

to promote their products hoping their followers and admirers would want to

join in. For example., various social media sponsors, sports personalities, actors

promote products and services of companies to instill interest in the minds of

their fans.

4. Social Media Marketing – More and more people join and use social media

every day. Various companies have started promoting their products and services

on different platforms through tweets, posts, and online videos. Startups and

small companies usually use this kind of marketing since its cheap and can

capture a large audience in a short while. For example., you must often come

across ads of Rage Coffee while scrolling through Instagram, this is one such

example of Social Media Marketing.

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5. Stunt Marketing – It is a planned event to designed to attract the public and

media’s attention through over-the-top activities, announcements, or news. They

are usually humorous in nature. They are done mainly to gain media attention

and coverage. For example., Proshade, a sunglasses maker, offered the National

Parks Service $4 million dollars if they could put sunglasses on the Presidents

on Mount Rushmore. The Service declined, but the outlandish offer was picked

up by the press and the company received significant publicity.

6. Content Marketing - Content marketing is a strategic marketing approach

focused on creating and distributing valuable, relevant, and consistent content to

attract and retain a clearly defined audience — and, ultimately, to drive

profitable customer action. Basically, it involves providing helpful feedback and

content to consumers to solve their issues instead of following a product driven

marketing campaign. Content marketing usually involves services provided by

the comapny after the product purchase. Many companies like P&G, Microsoft,

Cisco Systems, and John Deere use Content Marketing.

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Real World Examples

Amazon

So for the marketing budget our group chose to cover Amazon, as we have already

research about the company in our case studies. As we all know amazon create and

provide access to world-class entertainment through Amazon Originals, Prime Video,

Audible, Twitch, Amazon Music, and more for customers to enjoy. The online retailer

spent 16.9 billion US dollars on advertising in 2021, up from 10.9 billion US dollars

the year before. Which was raised almost 55 % as compared to previous year.

Amazon’s increased spending on advertising and marketing is clearly playing off.

Throughout the pandemic, Amazon's net sales increased steadily from $280.5 billion in

2019 to $386 billion in 2020 and $470 billion in 2021. Total marketing expenses at

Amazon, including wages and sales commission for cloud platform.

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The Walt Disney

The Walt Disney Company has spent over 5.5 billion US dollars on advertising in

print, digital, and national TV. In the previous year, they spent money on premium ad

units and ran advertisements, The Walt Disney Company is well-known around the

world for its innovative animation work and adored film characters. The firm, which

was first established as a cartoon studio in the 1920s, has experienced significant

growth and diversification and today includes a remarkable array of international

media networks, consumer goods, parks, and resorts. These were our main reasons to

take Walt Disney. Disney is spending a lot on advertising and acquisitions in order to

keep its top position among the biggest media and entertainment giants in the globe.

Streaming services and television networks like ABC, ESPN, National Geographic,

and Hulu are all based at the House of Mouse today. Disney's tentpole video streaming

service has seen an increase in popularity as a result of its multibillion-dollar

acquisitions of Pixar, Marvel Studios, Lucasfilm, and 21st Century Fox. The Walt

Disney Company has launched campaigns for 362 new product lines, including Doctor

Strange in the Multiverse of Madness (Film).

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Apple

Apple Inc. is a multinational technology firm based in the United States that

specialises in software, internet services, and consumer products. In recent months,

Apple has undoubtedly had a significant impact in the internet advertising market by

introducing new guidelines for iPhones which make it more difficult to trace consumer

activity.

According to its earnings report, Apple's services sector, which covers advertising and

subscription revenues, increased by 24 percent year over year to a record $19.5 billion

last quarter. The company's total revenue increased by 11% to $123.9 billion.

Numerous other aspects of Apple's services business, like as cloud services and media

platform subscriptions, didn't expand by almost as much as the segment's overall

growth rate of 24%. Apple Music listeners in the US increased by 5.2% previous year,

while Apple TV viewers jumped by 4.0%. In just one year, the percentage of iPhone
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app downloads attributable to advertising that have been driven by Apple search ads

increased from 17 percent to 58 percent.

References
Issues in Marketing Communications | Bizfluent. (2017, September 26). Bizfluent; bizfluent.com.
https://bizfluent.com/info-8182523-issues-marketing-communications.html

Non-Traditional Marketing – Marketing Schools. (n.d.). Marketing Schools; www.marketing-

schools.org. Retrieved July 3, 2022, from
https://www.marketing-schools.org/types-of-marketing/non-traditional-marketing/#section-0

Defining Non-Traditional Marketing (and 7 Creative Ideas to Try Today). (2021, August 25).
Defining Non-Traditional Marketing (and 7 Creative Ideas to Try Today); www.storytellermn.com.
https://www.storytellermn.com/blog/non-traditional-marketing-ideas

Tools of Promotion - Advertising, Sales Promotion, Public Relation & Direct Marketing. (n.d.).
Tools of Promotion - Advertising, Sales Promotion, Public Relation & Direct Marketing;
www.managementstudyguide.com. Retrieved July 3, 2022, from
https://www.managementstudyguide.com/tools-of-promotion.htm

Bhasin, H. (2020, September 3). 15 Popular Advertising Examples and Creative Campaigns |
Marketing91. Marketing91; www.marketing91.com. https://www.marketing91.com/advertising-
examples/

Chi, C. (n.d.). 15 of the Best Public Relations Examples to Inspire Your Next Campaign. 15 of the
Best Public Relations Examples to Inspire Your Next Campaign; blog.hubspot.com. Retrieved July 3,
2022, from https://blog.hubspot.com/marketing/public-relations-examples

Kennedy, J. (2014, November 21). Top 5 Sales Promotions of All Time | Mando. Mando;
www.mando.co.uk. https://www.mando.co.uk/5-of-the-most-famous-sales-promotions/

Landsberg, N. (2018, September 17). 17 Incredible Personal Branding Examples That Will Inspire
You to Build Your Own. Influencer Marketing Hub; influencermarketinghub.com.
https://influencermarketinghub.com/personal-branding-examples/#toc-0

Walt Disney: ad spend 2021 | Statista. (n.d.). Statista; www.statista.com. Retrieved July 3, 2022,
from https://www.statista.com/statistics/685554/walt-disney-ad-expense/#:~:text=The%20Walt
%20Disney%20Company%20reported,by%20over%2053%20percent%20annually.

Legal - Data & Privacy - Apple. (n.d.). Apple Legal; www.apple.com. Retrieved July 3, 2022, from
https://www.apple.com/legal/privacy/data/en/apple-advertising/
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Apple ad revenues skyrocket amid its privacy changes - Insider Intelligence Trends, Forecasts &
Statistics. (2022, January 31). Insider Intelligence; www.emarketer.com.
https://www.emarketer.com/content/apple-ad-revenues-skyrocket-amid-its-privacy-changes