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Marketing

Marketing Collateral Discussions

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “How the Economy Affects Marketing” speaks to how marketing initiatives, strategies and tactics are directly impacted by the state of the economy. This debate is as diverse as the variety of economic tangibles that make up the state of the economy. Nevertheless, there are numerous examples of both successes and failures of brands opting to either cut, alter or substantially reduce marketing efforts, or continue on with marketing campaigns even in light of a recession.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Print Marketing Trends for 2019” discusses what’s next in print marketing strategies for 2019 that will most likely lead to improved customer satisfaction, elevated brand equity, better online lead generation, and a noticeable boost in ROI. Sure, it’s only the end of summer and 2019 would seem to some, a bit far off to be considering print marketing strategies at this early date. However, advertising and marketing agencies are in full swing regarding marketing decisions for their clients for 2019. In fact, some of these agencies have already locked down budgets, projections, ad spend recommendations, and some have even booked advertising on some platforms for the 1st quarter.

In the marketing world, pre-planning represents an unwavering commitment by the advertising community to clearly understand and put in place, client marketing objectives and the resulting marketing strategies, long before any ad campaign begins. Understanding trends and consumer behavior habits lend themselves to those agency planning efforts.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “Understanding What Defines Marketing,” expounds upon the definition of what constitutes marketing in the digital age. According to dictionary.com, marketing is defined as “the action or business of promoting and selling products or services, including market research and advertising.” What we see today is a marketing definition that has become somewhat blurred, with references to “sales and marketing,” or “advertising and marketing.”

While marketing, sales and advertising disciplines are being blended into a single mindset these days, many organizations have taken steps to merge all three disciplines into a single operating infrastructure. However, marketing is marketing, sales is sales, and advertising is advertising. While all three disciplines are interconnected and to some degree are dependent upon each other, the fundamentals of each can vary widely.

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Welcome to the Dove Direct Print and Marketing Blog. Today’s post, “The Fundamentals of Partial Rebranding Versus Total Rebranding,” examines branding fundamentals and how they apply to the skill of rebranding initiatives. Rebranding can take many forms and cover a range of brand objectives, from a partial rebrand to a full out total rebrand. Questions arise over time for every brand, as to whether or not a rebranding initiative needs to be implemented. And to that end, there are quite a number of analyses that would need to be addressed to reach conclusions as to whether or not rebranding makes sense to begin with, including if a partial or total rebranding effort is required.

All brands at some point find themselves in a rebranding conundrum.  Do we or don’t we?  That’s the $100 billion dollar question! Businesses face a number of ongoing challenges that if not adequately addressed, can affect brand equity. Challenges such as changes to the state of the economy, taxation levels, business incentives, workforce availability, the competitive landscape, new technologies, and consumer confidence, just to name a few.

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