Advertising’s Role In Marketing. Lecture Outline I.What is Marketing? II.The Key Players and Markets III.The Marketing Process IV.How Agencies Work V.International.

Slides:



Advertisements
Similar presentations
Integrated Marketing Communications
Advertisements

Advertising & Event Management (MGT-520). ADVERTISING AND EVENT MANAGEMENT M R. A BID S AEED (Assistant Professor) Department of Management Sciences COMSATS.
Fundamentals Of Marketing (MGT-210) Mr. Abid Saeed (Assistant Professor)
Marketing and Advertising Lecture 2. What is Marketing? The process of planning and executing the conception, pricing, promotion and distribution of ideas,
An Introduction to Integrated Marketing Communications
Interactive and Alternative Media. Chapter Outline I.Interactive Media II.The Internet III.Internet Advertising IV. Advertising V.Alternative and.
BA 230 Marketing Communications
The Art and Science of Marketing
Developing Marketing Strategies and Plans
1.1 INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS Chapter 1:
An Introduction to Integrated Marketing Communications.
ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close.
Chapter three The Advertising Industry McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights.
Advertising’s Role in Marketing Advertising Principles and Practices.
LECTURE-22 Advertising.
Strategic Research Part 2: Planning and Strategy Chapter 6.
Part 1: A Passion for the Business
1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.
Advertising’s Role in Marketing
Experiential Contact: Events, Sponsorships, & Customer Service.
Evolution of IMC, Advertising Industry and Its Main Players Lecture 1.
Strategic Planning 6 For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin.
How Brand Communication Works
Chapter Two Advertising’s Role in Marketing. Prentice Hall, © Marketing is considered to be: a) The way a product is advertised among target.
Personal Selling (Part-II).  What is the personal selling process? (Advance steps in the selling process  How is personal selling managed and how does.
2-1 Copyright © 2009 Pearson Education Canada CHAPTER 2 The Advertising Industry.
1 Lecture Takeaways Understand promotions as a element of marketing and the rising importance of advertising and promotion tools in a company’s marketing.
Advertising’s Role in IMC
UNDERSTANDING PRINCIPLES OF MARKETING
Direct Marketing: The Dialogue Builder.  What are the strengths of direct marketing?  What is the biggest strength of direct mail? The biggest limitation?
Introduction to Advertising
2- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Two Company and Marketing Strategy Partnering.
Advertising Management
Muhammad Waqas Advertising’s Role in Marketing LECTURE 03.
Chapter 1: Marketing Planning: New Urgency, New Possibilities
1 Chapter 3 Advertising and the Marketing Process.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The New World of Marketing Communication.
Advertising Principles
Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Integrated Brand Communication.
Personal Selling (Part-I).  How does personal selling work and what are its objectives?  What is the personal selling process? (Preliminary Steps In.
2- 1 Copyright © 2012 Pearson Education. Chapter Two Company and Marketing Strategy Partnering to Build Customer Relationships.
Muhammad Waqas Strategic Planning (Continued) Lecture 12.
Business in Action 6e Bovée/Thill The Art and Science of Marketing Chapter 13.
Introduction to Event Management.  What is event.?  Introduction to event management  Various types of events  Current trends in event management.
Chapter 3 Advertising and the Marketing Process Outline What is marketing? The marketing concept and relationship marketing The four tools of marketing.
LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.
Media Planning and Buying Lecture Outline I.Media Planning and Buying II.The Media Plan III.Media Objectives IV.Media Strategies V.A Sample Media.
Advertising’s Role in Marketing LECTURE-25. Chapter Questions  The Key Players and Markets  The Marketing Process  How Agencies Work  The Dynamics.
Advertising Management Chapter Chapter Objectives 1.Understand steps of effective advertising management. 2.Recognize when to use in-house advertising.
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Marketing and Advertising Planning.
Designing, Organizing, and Producing the Environment for Events.
Muhammad Waqas Recap Define advertising and explain its key components Discuss the roles and functions of advertising within society and business Identify.
Marketing Strategy Partnering to Build Customer Relationships LECTURE-26.
IMC Partners & Industry Organization
Advertising’s Role in Marketing. WHAT IS MARKETING? TRADITIONALLY, MARKETING IS THE WAY A PRODUCT IS DESIGNED, TESTED, PRODUCED, BRANDED, PACKAGED, PRICED,
Advertising and IMC Media Planning.  What are the steps in the media planning process?  What is the difference between reach and frequency?  How do.
Special Advertising Situations Part 5: Integration and Evaluation Chapter 18.
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Special Advertising Situations. Lecture Outline  Discuss retail advertising and what makes it distinctive  Explain the basics of B2B advertising  Identify.
Advertising’s Role in Marketing
IMC Planning.  How does IMC planning work?  What are the 6 steps in the process?  Why is internal marketing important? Lecture Outline.
1 Media Planning and Buying Chapter The Media Plan A written document that summarizes the objectives and strategies applicable for the placement.
Advertising Agencies “Busy as a bee” 5 Types of Advertising Agencies In-House Agency Full-Service Agency Creative Boutique Media-Buying Services Interactive.
Using Advertising & Promotion To Build Brands LECTURE-12.
Marketing Communications Introduction Session 1: Introduction.
Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Marketing: Creating and Capturing Customer Value.
Chapter 3 Advertising and the Marketing Process
Chapter 2 Define the role of advertising within marketing
Chapter 7 Differentiate between objectives, strategies, and tactics in strategic planning Identify the basic steps in an advertising plan Explain how account.
Presentation transcript:

Advertising’s Role In Marketing

Lecture Outline I.What is Marketing? II.The Key Players and Markets III.The Marketing Process IV.How Agencies Work V.International Marketing VI.The Dynamics of Modern Marketing

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

Key Concepts in Marketing The marketing concept 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 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 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 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 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 Market –Where the exchange between buyer and seller takes place –A particular type of buyer Market share –The percentage of the total market in a product category that buys a particular brand Consumer Business-to- business InstitutionalChannel

The Marketing Process 1.Conduct research and develop a situation analysis 2.Set objectives for the marketing effort 3.Assess consumer needs and wants 4.Differentiate and position the product 5.Develop the marketing mix strategy 6.Evaluate the effectiveness of the strategy

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

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

Marketing Mix Strategies Product Place Price Promotion Use face-to-face contact between marketer and prospective customer Used to create immediate sales

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

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

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

 Principles of Advertising & IMC by Tom Duncan 2 nd Edition, Published by McGraw-Hill Irwin.  Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.  Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.  Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall. Bibliography

The End “Don’t use time or words carelessly. Neither can be retrieved.”