1. The Advertising Industry

2. Basic Marketing Concepts
Needs - Functional needs - Psychological needs
- Functional Needs Products that fulfil a practical (or functional) needs – e.g. an umbrella keeping a person dry or food quells hunger.

3. Psychological needs A product satisfying an emotional need – e. g
Psychological needs A product satisfying an emotional need – e.g. a need to look / feel good about oneself. “What does using this product or service say about who I am?”
Physiology: “the science of the functions of living organisms”(Oxford Dictionary)

4. Three (3) Core Marketing Concepts
1. Exchange
Advertising helps exchange by informing the target audience about product benefits, price and place.
2. Perception Is the product or service worth the price a person pays for it? Advertising helps create perception of a product or service.
3. Satisfaction Advertising helps a consumer to defend his purchase to other sceptical buyers and remind him / her why they bought the product in the first place.

5. Creating a brand perception - loyalty

6. Benefits of creative advertising:
Attention
Imagination
Interpretation of sales message
Product differentiation
Persuasion to purchase or use
Adds value to product or (brand equity)
Memorability

7. Three (3) participants in the Marketing Process
Customers - Current customers - Prospective customers - Opinion leaders
Markets - Consumers markets - Business markets - Government markets - Global markets
Marketers

8. The Relationship that exist between AGENCY and CLIENT

9. Where do AGENCIES find their CLIENTS?
Referrals – when current clients are satisfied and happy with your agency’s work, they might refer other business contact to your agency (word of mouth publicity). USE THIS IMPORTANT SOURSE!
Presentations – pitching for new contracts · Credentials pitch · Creative pitch
Networking – If you are a social person, this would be easy, but if you are not, consider networking a necessary evil. . . Only through meeting new industry people (such as at the Loeries, ASA Seminars or South African Press Club) will you get leads on potential clients
Advertising – Using your agency’s own resources and talent to advertise for new business

10. Life cycle of the AGENCY-CLIENT relationship

11. 6 WAYS TO KEEP THE “LURVE” CONNECTION WITH AN AGENCY
Relationships – be honest, enthusiastic, human, responsible and caring
Management – co-create (top management and creatives (agencies)), set objectives, don’t abandon ship, supervise profit-making
Production – don’t make last-minute changes, supervise the cost, don’t change the concept in production stage
Media – know media terminology & their usefulness, understand deadlines, do not meddle in an agency-media relationship, avoid arrogance, be open-minded, be involved, keep the agency involved
Research – share information, involve the agency
Creative – be creative in meetings, hunt the big idea, focus, demand creative advertising