CONCEPTS

Surrogate Marketing

Surrogate marketing is a promotion strategy used to promote products in the market that are banned, like Alcohol and Cigarettes. These products are advertised in a hidden or indirect manner. Surrogate means ‘Substitute” which means that the surrogate product can either resemble the original product or be a completely different product. When consumers look at …

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Brand Personality

Key takeaways: Brand personality is a persona that connects the brand and its consumers. Frameworks given by Aaker and Carl Jung can help in choosing the right personality fit for your brand. Developing brand personality requires a clear objective, audience segmentation, and media strategy. Brand personality is the personification of the brand. It means giving …

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SOCIETAL MARKETING

Philip Kotler introduced the concept of societal marketing to literature in a 1972s article “What Consumerism Means for Marketers” in the Harvard Business Review. Societal marketing is an advanced form of CSR (corporate social responsibility) and sustainable marketing. The products under societal marketing consider social, ethical, ecological values and long-term social welfare. What Is Societal …

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Affiliate Marketing

Affiliate Marketing is the first step towards the growth of a business for almost 99% of business owners and a way to earn money for affiliates. Affiliates are simply the people who are attached to or connected to an organization. Affiliate marketing is when an affiliate earns a commission for marketing other people’s or other …

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