Advertising Class Baruch College Week 1

AdvertisingAdvertisingMKTMKT00350035

The Text

M: M: AdvertisingAdvertising

Arens, Arens, Schaefer, Schaefer, WeigoldWeigold

• About YOUYOU• About MEME• The Syllabus

•Charging Boldly Ahead!Charging Boldly Ahead!

Tonight’s Agenda

Around the Room:Around the Room:

Why Are You Taking Why Are You Taking This Course?This Course?

About YOU

About ME

BA in Communications; Advertising Minor MBA in Marketing 20 Years In Corp. America Started Career as Recruiter Marketing/Sales Background Launched Chazin Group in ‘04

Contact me:Tel: (201) 683-3399Email: Ethan@TheChazinGroup.com

What I DoWhat I Do Job Search Strategies Interviewing & Networking Career Coaching Life / Work Balance Business Owner Coaching Human Capital Development Professional Development Salary Negotiations

Chapter 1:Chapter 1:Evolution of Evolution of AdvertisingAdvertising

CHANGE

What’sWhat’sAdvertising?Advertising?

Advertising is the structured and composed non-personal

communication of information, usually

paidpaid for and usually persuasivepersuasive in nature, about products (goods,

services, and ideas) by identified identified sponsors sponsors through various media.

What Is It?

Advertising’s Functions Identify products and differentiate from

competitors. Communicate info about the product. To induce consumers to try your stuff. To stimulate the distribution of a product Increase product use. Build value, brand preference & loyalty. Lower overall cost of sales.

The Ad The Ad CampaignCampaign

The Ad Campaign Create / place strategic communications

unified by core theme/message. Communications are intended to

promote a brand, product, service, organization or idea.

Messages designed to resonate with a group (target segment.)

Campaigns have specific objectives Messages appear in various media.

• PSA: Ad serving public interest• Goods: Tangible stuff• Services: A bundle of benefits• Ideas: Economic, political, religious, etc.• Products: the particular good or service

a company sells

Ad Campaigns for…

Speaking of Speaking of PSAs…PSAs…

The The AdAd Plan Plan

Advertising’s Advertising’s EvolutionEvolution

Advertising’s Timeline By 1275: Chinese invent paper & Europe

has a paper mill. 1440’s: Johannes Gutenberg invents

printing press. 1472: 1st English print ad 1704 Boston newsletter begins carrying

ads. @ 1730 Ben Franklin father of American

advertising develops modern print ad.

Advertising’s Timeline 1700s-1800s: Industrial Revolution beings

in Europe spreads to North America. Mass consumption REQUIRED to match

mass production. 1841: Advertising begins in America when

Volney Palmer sets up business in Philadelphia.

1869: Francis Ayer forms NW Ayer forms 1st agency to charge a fee based on ‘net cost of space’ and conduct market survey.

Advertising’s Timeline 1920s: Birth of Radio as 1st broadcast

medium and spawns music, drama, sports content for the masses and advertisers reach national consumer audience.

1923: Claude Hopkins copywriter writes Science of Advertising.

Brand proliferation & product differentiation.

1950s: Post-WWII US explosion, market segmentation and positioning begins.

Rosser Reeves introduces the idea of USP. Post-Industrial Age.

What’s What’s MarketingMarketing

Marketing is an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing customer relationships in ways that benefit the

organization and its stakeholders.

What’s Marketing?

Marketing Mix

5Ps: Product (Packaging), Pricing, Placement, People, PromotionsPromotions.

2Is: Individualization & Interactivity.

• Product.• Price.• Place• Packaging.• Promotion.

•Community.Community.•Branding.Branding.

Internet Marketing 5P-CB Mix

NEW!NEW!

TRADITIONALTRADITIONAL

INTERACTIVITYINTERACTIVITY

INDIVIDUALIZATIONINDIVIDUALIZATION

Internet Marketing 2I Mix

NEWNEW

What is…What is…

“Internet marketing Internet marketing is the process of building and maintaining customer

relationships through online activities to facilitate the

change of ideas, products, and services that satisfy the goals

of both parties.”

A Definition

This This 77 Stage Process includes: Stage Process includes:

• Frame/identify the market opportunity.• Create the marketing strategy.• Design the customer experience.• Create the customer interface.• Design the marketing program.• Get customer information using technology.• Evaluate program results.

Internet Marketing Process

Screen-to-Face Interface

The 4 Stages ofCustomer

Relationships

• Awareness.• Exploration/Expansion.• Commitment.• Dissolution (80/20 Rule).

4 Stages of Customer Relationship

• FrequencyFrequency of the connection with customers: How often do you engage your customer?

• DepthDepth of the contact: How thoroughly is your customer using your website?

• Scope Scope of the connection: How many different points of contact does the customer have with the company?

3 Stages of Customer CONNECTION

What’sWhat’sMarketing?Marketing?

““Marketing is the process Marketing is the process of planning and executing of planning and executing the conception, pricing, the conception, pricing,

promotion, and distribution promotion, and distribution of ideas, goods, and of ideas, goods, and services to create services to create

exchanges that satisfy exchanges that satisfy individual and individual and

organizational goals.”organizational goals.”

A.M.A Definition

The The MarketingMarketing PlanPlan

Marketing Plan

  “THEME”

CategoryCategory StrategyStrategyTarget Market  

Positioning Statement  

Offering to customers  

Price Strategy  

Distribution  

Sales Strategy  

Service Strategy  

Promotion Strategy  

Marketing Research  

Any other component of your marketing plan