Chapter 2 Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six critical steps in the marketing process Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising

What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted

Key Concepts in Marketing The marketing concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers’ problems and try to develop products to solve them

Key Concepts in Marketing The marketing concept Exchange Branding Added value The act of trading a desired product or service to receive something of value in return Money is exchanged for goods

Key Concepts in Marketing The marketing concept Exchange Branding Added value The process of creating a distinctive and special meaning for a product Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time

Key Concepts in Marketing The marketing concept Exchange Branding Added value A marketing or advertising activity makes a product more valuable, useful, or appealing

The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agency’s point of view)

The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Other companies that manufacture the materials and ingredients used in producing the product

The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Various companies that are involved in moving a product from its manufacturer to the buyer

Types of Markets Consumer Business-to-business (Industrial) Institutional Channel

The Marketing Process Conduct research and develop a situation analysis Set objectives for the marketing effort Assess consumer needs and wants Differentiate and position the product Develop the marketing mix strategy Evaluate the effectiveness of the strategy

Marketing Mix Strategies Product Place Price Promotion The product is both the object of the advertising and the reason for marketing Product category A class of similar products

Marketing Mix Strategies Product Place Price Promotion The channels used in moving the product from manufacturer to buyer

Marketing Mix Strategies Product Place Price Promotion Based on the cost of making and marketing the product and on expected profit Customary Psychological

Marketing Mix Strategies Product Place Price Promotion Contact between marketer and prospective customer Used to create awareness, desire, sales

Full-Service Agencies How Agencies Work Full-Service Agencies Include the four major staff functions Account management Creative services Media planning and buying Account planning Also have accounting, traffic, production, and HR departments Specialized Agencies Specialize in certain functions, audiences, industries or markets Creative boutique Media-buying services

How Agencies Work Account Management Acts as a liaison between the client and the agency Responsible for interpreting the client’s marketing strategy Creative Development People who write People who design ideas for ads and commercials People who convert these ideas into commercials

Media Planning/Buying How Agencies Work Media Planning/Buying Recommends to the client the most efficient means of delivering the message Responsible for buying, planning, and research Account Planning Gathers all information on the market and consumers and acts as the voice of the consumer Prepares comprehensive recommendations

Internal Agency Services How Agencies Work Internal Agency Services Traffic department Print production department Revenues and Profits Commission Fee Retainer

International Marketing An international brand is available virtually anywhere in the world The shift requires new tools for advertisers, including one language, one control mechanism, and one strategic plan The choice of an agency depends on the decision to standardize messages or localize them to accommodate local cultures

The Dynamics of Modern Marketing Integrated marketing All areas of the marketing mix work closely together to present the brand in a coherent and consistent way Relationship marketing Marketing that considers all the firm’s stakeholders Permission marketing Inviting prospective customers to self-select into a brand’s target market in order to receive marketing communication