The Publications

By Melanie Katz and Tiffany Roca

of

Marketing

The Publications The Publications

Communications

Professionals in the marketing field use numerous publications in order to reach their audience.

There are two primary kinds of texts they use:

Internal&

ExternalMemos

Financial Journals

Press Releases

Marketing magazines

Etc. Magazines

Quarterly releases

MemoInternal

Text

What are memos?-A formal way of

communicating within a company

-Memos are typically in the format of a letter (They open

and close formally).

External

TextQuarterly Releases

A quarterly filing made by public companies to report their performance. Included in earnings reports are items such as net income, earnings per share, earnings from continuing operations and net sales. These reports follow the end of each quarter. Most companies file in January, April, July and October.

Read more: http://www.investopedia.com/terms/e/earningsreport.asp#ixzz1gYFeucrV

External

TextMarketing Magazines

External texts such as marketing

magazines inform a specific audience on the marketing aspects of current

businesses.

External

TextFinancial Journals

What are Financial Journals?

An accounting record where all

business transac

tions are originally entered. A

journal details which transactions

occurred and what accoun

ts were affected. Journal entries

are usually recorded in

chronological order, and using the

double-entry method of

bookkeeping (Investor Words).

External

Text Other Magazines(which are related in

content)Other magazines

which are not directly related in content to a business is a form of horizontal marketing- a marketing strategy

which reaches audiences on

different levels within an industry. For

example, Starbucks not only sells drinks,

but ice-cream.

External

TextPress releases

A press release is a written public relation announcement made to draw media attention to a specific event or product launch. A press release can be very newsworthy, however, a press release can also be total hype (Bellis).

Often, many marketing professionals provide guidance

for one another through scholarly case studies of brands

This is a cigarette

company’s brand case

study

Where does guidance come

from?

-Corporate companies (internal documents).-advertising practitioners (case studies and testimony transcripts).

What are the benefits?

- Companies can achieve great brand equality and shareholder value.

an influential brand is one with the

qualities mentioned above. It is the job of the

company to positively incorporate the

product into the consumer’s lifestyle

Give as much “product value” the customer as possible- when customers believe they are getting the best product for their money, they will be loyal

avoid deceiving the customer- it will

not only make you lose business,

but it is also bad business practice.

Marketing Values

The constantly changing direction of

marketing

Mobilized digital technology has helped not only the companies

promote themselves, but consumers accommodate their needs. The

Starbucks app, for example, helps consumers keep track of their

Starbucks card balance and rewards. It also allows consumers to send eGifts and buy products from the Starbucks Store with a simple touch of a button.

Bibliography

• "Definition of a Memo." Welcome to Writing@CSU. Web. 10 Dec. 2011. <http://writing.colostate.edu/guides/documents/memo/pop2a.cfm>.

• "Quarterly Earnings Report Definition | Investopedia." Investopedia. Web. 10 Dec. 2011. <http://www.investopedia.com/terms/e/earningsreport.asp>.

• "What Is Journal? Definition and Meaning." Investment and Financial Dictionary by InvestorWords.com. Web. 12 Dec. 2011. <http://www.investorwords.com/2674/journal.html>.

• Bellis, Mary. "Who Invented the First Press Release." Inventors. Web. 12 Dec. 2011. <http://inventors.about.com/od/pstartinventions/a/press_release.htm>.