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Advertising overview includes discussion of branding
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AdvertisingAdvertisingMKTMKT00350035
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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: [email protected]
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
