1、Advertisings Role in Marketing,Part 1: Foundations Chapter 2,2,Key Points,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 e
2、xplain 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,3,What is Marketing?,The way a product is designed, tested, produced, branded, packaged, priced, distribu
3、ted, and promoted,4,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,5,Key Con
4、cepts 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 or services,6,Key Concepts in Marketing,The marketing concept Exchange Branding Added value,The process of creat
5、ing 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,7,Key Concepts in Marketing,The marketing concept Exchange Branding Added value,A marketing or advertising activity makes a product more valuable, u
6、seful, or appealing,8,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 agencys point of view),9,The Key Players and Markets,The market
7、er Suppliers and vendors Distributors and retailers,Other companies that manufacture the materials and ingredients used in producing the product,10,The Key Players and Markets,The marketer Suppliers and vendors Distributors and retailers,Various companies that are involved in moving a product from i
8、ts manufacturer to the buyer,11,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,12,The Marketing Process,Conduct research and develop a situat
9、ion 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,13,Marketing Mix Strategies,Product Place Price Promotion,The product is both the object of the ad
10、vertising and the reason for marketing Product category A class of similar products,14,Marketing Mix Strategies,Product Place Price Promotion,The channels used in moving the product from manufacturer to buyer,15,Marketing Mix Strategies,Product Place Price Promotion,Based on the cost of making and m
11、arketing the product and on expected profit Customary Psychological,16,Marketing Mix Strategies,Product Place Price Promotion,Use face-to-face contact between marketer and prospective customer Used to create immediate sales,17,Question to Ponder,Which element of the marketing mix does advertising an
12、d IMC have the most impact on?,18,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 fu
13、nctions, audiences, industries or markets Creative boutique Media-buying services,19,How Agencies Work,Account Management Acts as a liaison between the client and the agency Responsible for interpreting the clients marketing strategy,Creative Development People who write People who design ideas for
14、ads and commercials People who convert these ideas into commercials,20,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 consume
15、rs and acts as the voice of the consumer Prepares comprehensive recommendations,21,How Agencies Work,Internal Agency Services Traffic department Print production department,Revenues and Profits Commission Fee Retainer,22,Strawberry Frog,23,International Marketing,An international brand is available
16、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,24,The Dynamics of Modern Marketi
17、ng,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 firms stakeholders Permission marketing Inviting prospective customers to self-select into a brands target market in order to receive marketing communication,
