PROJECT

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Question 1

 To be able to create creative and fresh work, deconstructing and understanding of


existing formats and models is important. This not only applies to advertising but also to
other fields of creativity such as music, poetry and programming. In addition, model
formats are magnified to suit creative solutions and not to restrict people.
 Another takeaway is the role of adverting and publicity in putting forward a
transformation by consumption. Advertising uses strategies of persuasion, by appealing
to the desires of customers for transformation and improvement. Glamour has to be
manufactured to entice the customers and this is done by individuals who have been
transformed by the product and this is called publicity.
 It is crucial to differentiate and choose between showing and telling when conveying an
advertisement. Explore the categories of dramas vs. lectures and consider to use the one
which best suits your audience.
 Incorporation of the concept of participation in a class project can create a more
interactive and engaging experience for the audience, and this increases their investment
in the content and this may turn them into brand advocates. The concept of participation
can be incorporated into a class project by group discussions, interactive presentations
and collaborative projects.
 It is important to consider the 12 master formats and the basic formats for advertising as
references. They should be modified as required to suit the target audience, while also
creating a resonant and compelling story. It is also important to remember that your
project idea comes first. And the format used should enhance and support that idea.
 Endorsements play an important role in influencing the perception of the public and helps
in generating support for for various entities such as products and organizations.
 We can explore the historical context and creative elements to explore the history,
impacts and creative techniques of musical advertisement in a class project. Musical
advertising utilizes dancing and singing to convey brand messages. By examination of
the diverse mediums in which musical advertising has thrived, we can use this
information to delve into the creative techniques of this form of advertising.
 The concept of misdirection can be used in advertising by first presenting a message with
an unexpected shift to the audience which creates a twist. For a class project, the concept
of misdirection in advertising can be explored and it’s effectiveness analyzed.
 Another takeaway is the significance of the documentary format in advertising and its
potential applications. The documentary format can be explored in advertising and its
applications. Analysis of different documentary styles in advertisements , discussing their
effectiveness in engaging with the audience, conveying messages and establishing
credibility.
 Another take away is that understanding the importance of authenticity and collaboration
in influencer marketing. In addition, exploring the impact of branded live events and
strategies used by brands to connect with audiences is an important point to note. For a
class project, we can venture into influencer marketing and branded live events and
explore how they interact. Analysis of case studies of successful influencer campaigns
and examination of factors contributing to their success can be done.
Question 2
a)
Lead management can be defined as the integral process of qualifying, tracking,
nurturing, converting and capturing leads (potential customers) into paying customers.
The goal of lead management is to maximize revenue generated from the leads.

Steps in lead management process;


1) Generation of lead- this involves attraction of potential customers and acquiring
their contact information. Can be achieved by social media advertising, event, etc.
2) Capture of leads- after generating of a lead, their contact details are captured and
stored in a database. This makes it easy to track and access their information.
3) Lead qualification – involves evaluation and scoring leads based on a known
criteria to determine their interest levels and their potential as customers.
4) Nurturing of leads – leads who have not yet made a decision to purchase a
product need to be nurtured to build their trust and take them a step closer to
purchasing.
5) Handoff of sales – nurtured leads ready to make a purchase are handed over to the
sales team.
6) Performance analysis and tracking-it involves monitoring metrics such as revenue
generated.
b)
One company that provides lead management software is HubSpot. This company is well
renown for providing sales and marketing software solutions.
It has a management softwares which allows businesses to track their leads effectively.
As a marketing manager in a company, the decision to acquire/ purchase a lead
management software depends on several factors such as the business complexity and
size, pricing and budget and it’s user friendliness. The decision to purchase HubSpot
CRM software would depend solely on budget, goals of the business and the specific
needs. Depending on these factors, I would purchase this software.

REFERENCES

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