ADVERTISING PRINCIPLE ADVERTISING AND MARKETING

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1 PRINCIPLE AND MARKETING

2 ADVERTING vs MARKETING At first glance, marketing and advertising seem to be different terms to describe the same thing - - getting a product or service sold. In actual fact, although they both contribute to the same end objective, they are distinct from each other and each has its own process. Understanding the difference between marketing and advertising will help you streamline your customer acquisition strategy.

3 Marketing Marketing refers to the process of preparing your product for the marketplace. It involves understanding who your potential customers are and what they want to get from your product or service. Colors, logo and other design elements help to align the image of your product with the interests of your target audience. It is marketing that defines your brand and attracts the market share you want.

4 Advertising Advertising is the process of making your product and service known to the marketplace. It is essentially spreading the word about what your company has to offer. While marketing is the way in which you convince potential buyers that you have the right product for them, advertising is how you communicate to them the existence of that product.

5 The core CONCEPT of Advertising The concept of advertising is the delivery of the most persuasive product message at the right time, in the right place, to a right person, at the lowest possible cost.

6 The Purpose of Advertising Delivering the proper message / information to the consumer. Enhance the Image of company Branding To remind consumer about their brand at the right time and right place Demonstrate new uses for established products to hold existing consumer

7 Type of Advertising Objective INFORMATIVE ADS a. New products, services, features or re-launch b. Building a brand & company image c. Correcting false Impression

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9 Type of Advertising Objective PERSUASIVE ADS a. Comparative Ads b. Building Brand Preference c. Persuading consumer to purchase new

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12 Type of Advertising Objective REMINDER ADS a. Continuous ads : coca-cola b. Maintaining consumer relationship

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15 The core CONCEPT of MARKETING Marketing is a social & managerial process by which individuals & group obtained what they need & want through creating, offering & exchanging products of value with others.

16 The core CONCEPT of MARKETING

17 The core CONCEPT of MARKETING Human Needs It is a state of felt deprivation of some basic satisfaction

18 The core CONCEPT of MARKETING Wants These are desires for specific satisfiers of these deeper needs

19 The core CONCEPT of MARKETING Demands These are wants for specific products that are backed by an ability & willingness to buy them

20 The core CONCEPT of MARKETING Products These are anything that can be offered to satisfy a need or a want The importance of physical product lies not so much in owing them as in obtaining the services they render

21 The core CONCEPT of MARKETING Services a) Person b) Place c) Activity d) Organization e) Ideas

22 The core CONCEPT of MARKETING Value 1. Product Value 2. Services Value 3. Personal Value 4. Image Value Cost 1. Monitory Cost 2. Time Cost 3. Energy Cost 4. Psychic Cost

23 The core CONCEPT of MARKETING Market It consists of all potential consumers sharing a particular need or want who might be willing & able to engage in exchange to satisfy that need or want. Marketing It means Working with markets to actualize potential exchanges for the purpose of satisfying human needs & wants.

24 The core CONCEPT of MARKETING Marketer It means someone seeking a resource from someone else & willing to offer something of value in exchange.

25 How to Market How market your product or service? Study your target audience Identify their values and needs Compose an easy-to-remember slogan or mission statement that communicates your brand message, and create promotional materials that reflect the tone and personality of that message.

26 How to Advertise Product image is developed and marketing strategy is in place, present the product or service to the audience through advertising. Print, television, radio and the Internet are all venues that can communicate your brand to potential buyers.

27 How to Advertise Social media is an inexpensive but powerful option; tools such as Twitter, Facebook and Google+ can help spread the word about what it is you have to offer. Because the marketing strategy has identified your target audience, you can now focus your advertising dollar on the specific types of media used by that audience to increase your likelihood of successfully acquiring new customers.

28 Advertising s role in marketing Marketing is a process a series of actions or methods that take place sequentially aimed at satisfying customer needs profitably. This process includes developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities. 4P s (marketing mix): product, pricing, place (distribution) & promotion (communication)

29 Advertising s role in marketing Advertising is one of the numerous tools used in the promotion, or communication aspect of marketing. (a promotional or communication tool)

30 Classifications of Advertising By Target Audience Consumer Advertising * Aimed at people who buy for their own use Business Advertising * Aimed at people who buy for use in business By Geographic Area: National Advertising Regional Advertising * in one area or region Local Advertising in only one city or local trading area International/ Global Advertising * foreign markets

31 Classification by medium: Print advertising newspaper, magazines, brochures, flyers Electronic advertising television, radio: commercials; Internet Outdoor advertising billboards, kiosks, public transport, events Direct-mail advertising through the Postal Service and by POP (point of purchase) advertising

32 Advertising Media & Methods wall paintings web banners web popups

33 Advertising Media & Methods skywriting human directional Blimps / Ads balloon

34 Advertising Media & Methods painted vehicles logojets

35 Advertising Media & Methods subway platforms

36 Advertising Media & Methods shopping bags In-Flight ads

37 Advertising Media & Methods Inflatables Advertising

38 Advertising Media & Methods supermarket receipts Advertising Street Furniture