advertising and marketing mix

8/19/2019 advertising and marketing mix

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Defne the role o advertising within marketingMix

Explain how the our key concepts in marketingrelate to advertising

Identiy the key players in marketing and how theorganization o the industry aects advertising List and explain the six critical steps in the

marketing process ummarize the structure o the advertising

agency industry !nalyze the changes in the marketing world and

what they portend or advertising

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"he way a#$ #roduct is designed% tested% produced%

&randed% packaged% #$ #riced%

#$ #laced in the market i'e' distri&uted%

#$ #romoted

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"he marketingconcept

Exchange (randing !dded value

Marketing should ocus frston identiying the needs andwants o the customer

"o compete eectively% marketers must ocus on the

customers) pro&lems and tryto develop products to solvethem

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"he act o trading adesired product orservice to receive

something o value inreturn Money is exchanged or

goods or services

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"he process o creatinga distinctive and specialmeaning or a product

(rand e*uity isreputation% meaning%and value that the&rand name or sym&olhas ac*uired over time

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!dvertising activitymakes a product morevalua&le% useul% orappealing

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"he marketer uppliers and

vendors Distri&utors and

retailers

"he organization%company% ormanuacturer producingthe product and

oering it or sale "he advertiser or client

+rom the agency)spoint o view,

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"he marketer uppliers and

vendors Distri&utors and

retailers

-ther companies thatmanuacture thematerials andingredients used in

producing the product

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"he marketeruppliers

and vendorsDistri&utors

and retailers

.arious companies thatare involved in movinga product rom itsmanuacturer to the&uyer

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Market

◦ /here the exchange&etween &uyer andseller takes place

◦ ! particular type o&uyer

Market share

◦ "he percentage o thetotal market in a

product category that&uys a particular &rand

Consumer

Business-

to-

business

Institutional Channel

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0' 1onduct research and develop a situationanalysis

2' et o&3ectives or the marketing eort

4' !ssess consumer needs and wants

5' Dierentiate and position the product

6' Develop the marketing mix strategy

7' Evaluate the eectiveness o the strategy

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#roduct#lace#rice#romotion

"he product is &oththe o&3ect o theadvertising and the

reason ormarketing

#roduct category◦ ! class o similar

products

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"he channels usedin moving theproduct rom

manuacturer to&uyer

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(ased on the costo making andmarketing the

product and onexpected proft◦ 1ustomary

◦ #sychological

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8se ace9to9acecontact &etweenmarketer and

prospectivecustomer

8sed to createimmediate sales

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1. Which element of the marketing mixdoes adertising and !"# hae themost im$act on%

1. Which & of the marketing mix is

different than all other &%


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Full-Service Agencies Include the our ma3or

sta unctions◦ !ccount management

◦ 1reative services◦ Media planning and

&uying

◦ !ccount planning !lso have accounting%

tra:c% production% and;< departments

Specialized Agencies pecialize in certain

unctions% audiences%industries or markets

◦ 1reative &outi*ue◦ Media9&uying services

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AccountManagement

!cts as a liaison

&etween the clientand the agency


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MediaPlanning/Buying


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Internal AgencyServices

"ra:c department

#rint productiondepartment

Revenues andProts

1ommission

>ee


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!n international &rand is availa&le virtuallyanywhere in the world

"he shit re*uires new tools or advertisers%including one language% one controlmechanism% and one strategic plan

"he choice o an agency depends on thedecision to standardize messages or localizethem to accommodate local cultures

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Integrated marketing◦ !ll areas o the marketing mix work closely together

to present the &rand in a coherent and consistentway


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Advertising is t!e preparation o" visualand oral message and t!eir disseminationt!roug! paid media "or t!e purpose o"ma#ing people a$are o" and "avoura%ly

inclined to$ards a product &%rand&service& institution& idea or point o" vie$'

It can %e also descri%ed as t!e art o"creating a demand "or an article or aservice'


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Ma#es a non-personal presentation o" goodsor services or ideas to group o" persons'

It carries t!e message a%out t!e (uality andutility o" t!e goods or services

Advertisement is sponsored and paid "or' )!e idea %e!ind it is to compel action in

accordance $it! t!e intent o" t!eadvertiser'


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)o give in"ormation regardinge*istence

)o create ne$ demand "or t!e product )o instruct a%out t!e use o" t!e

product )o ma#e t!e selection o" commodities

easy

)o remove t!e dou%t and con"usiona%out t!e products )o encourage consumer


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+' It encourage t!e prospective %uyers to purc!ase t!eproducts'

,' It is indispensi%le in t!e introduction o" a ne$ product in t!emar#et'

' It acts as a potent instrument in t!e !ands o" t!emanu"acturer "or increasing t!e sales %y creating permanent

demand "or t!e product'

.' It is considera%ly !elp"ul in decreasing t!e num%er o"middlemen'

' It %uilds up t!e reputation o" t!e produces !ere%y en!ancingt!e good$ill o" t!e concern'

0' It educates t!e people in t!e use o" ne$ products and tella%out t!e di1erent uses o" t!e e*isting products'


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Advantages to manu"acture Creates demand for new commodities

Maintain demand level and increases goodwill

Advantages to salesman

Simplies the work of salesman and increases prot

Advantages to consumers Increases personal satisaction

=uarantees good *uality o commodities

It saves consumers timeAdvertisement to society #rovide employment opportunity

Increases income o the newspaper


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It increases price Consumers desire do not remain sta%le False advertisement Possi%ility o" $rong purc!ase increases

2ncouragement to lu*ury 2*cessive e*penditure on competition


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=enerating news a&out a product or servicein the media

Pu%licity is the deli&erate attempt tomanage the pu&lic@s perception o a su&3ect'

"he su&3ects o pu&licity include people +orexample% politicians and perormingartists,% goods and services% organizationso all kinds% and works o art orentertainment'


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>avora&le pu&licity increases the credi&ilityand result in &uilding aith in the product orcompany where as unavora&le pu&licity willresult in creating dou&t in the mind o

people or the product or the company' >avoura&le pu&licity increase the demand

and unavora&le pu&licity decrease thedemand'


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Loss o trust rom the pu&lic Eects on sale i'e reduces the sale o the

product #ossi&ility to all in investigation >inancial loss 1ease9and9Desist -rders o the company


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"he extent o truth is greater in pu&licity ascompared to advertising

!dvertising is always related to &usiness

while pu&licity may &e moral% social andpolitical also'Most o the times in advertising social

responsi&ility ignored while in pu&licity

special ocus is given on social responsi&ility!dvertising is paid orm o ideas%goods and

services while pu&licity is not paid &ysponsor'


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=ive to example o pu&licly in the marketwhich helped a &rand in the market'

Identiy two o the worst advertising ailurein the market

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advertising and marketing mix

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