Role of Advertising in Marketing

8/3/2019 Role of Advertising in Marketing

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To make a presentation on the role of Advertising in

Marketing after referring the book Advertising Principle

and Practice

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Brief Given


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To understand the role of Advertising in marketing

To study the concepts to help to put into practice

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Objective


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Primary

Advertising Principles and Practice book,

Internet, Grad School notes

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Research Material Used


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What is Marketing?

The way a product is designed, tested, produced, branded,

packaged, priced, distributed, and promoted

Marketing used to

- Identify customers

- Satisfy their needs

- Keep the customers


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Key Concepts in Marketing

Focus on customers

Exchange

Branding

Added value


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Focus on Customers

Marketing should focus first on identifying the needs and

wants of the customer

To compete effectively, marketers must focus on thecustomers problems and try to develop products to solve

them


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Exchange

The act of trading a desired product or service to receive

something of value in return

Marketing

- Economic Exchange- Communication Exchange

Advertising provides

- Information

- Customer company interaction


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Branding

The process of creating 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

Brand equity is reputation, meaning, and value that the

brand name or symbol has acquired over time

Advertising Make the brand familiar


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Which of these two soaps would

you buy when your in a Supermarket?


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Added Value

A marketing or advertising activity makes a product more

valuable, useful, or appealing

Branding Psychological Value

Advertising Makes the product more desirable


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The marketer

Suppliers and vendors

Distributors and retailers

The key players


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The organization, company, or manufacturer producing the

product and offering it for sale

The advertiser or client (from the agencys point of view)

The Marketer


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Other companies that manufacture the materials and

ingredients used in producing the product

Supply Chain

Ingredient Branding : Acknowledging a suppliers brand as an

important feature

Supplier & Vendors


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Various companies that are involved in moving a product

from its manufacturer to the buyer

Distributors & Retailers


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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

ConsumerBusiness-to-

business

Institutional Channel

Types of Market


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Types of Market

Consumer Market : People who buy products and services

for personal or household use

Business to Business :Companies that buys products or

services to use in their own business

Institutional Markets : NGOs, Schools, Hospitals etc

Channel Markets : Resellers, Wholesalers


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Conduct research and develop a situation 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

The Marketing Process


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Marketing Research

Objective of Research: To know about market place

Research Primary & Secondary

Situational Analysis

SWOT analysis

Strength,Weakness, Opportunities & Threat


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Key Strategic Decisions

Objective Set objectives for marketing effort

Segmenting and Targeting Audience Segmentation :

Demographic, Physiographic

Differentiation and Positioning

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Marketing Mix Strategies

Product

Place Price

Promotion

The product is both the

object of the advertising

and the reason for

marketing Product category

A class of similar

products


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Product

Place Price

Promotion

The channels used in

moving the product from

manufacturer to buyer


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Push Policy

Producer

Wholesaler

Retailer

Consumer

Producer

Wholesaler

Retailer

Consumer

Information Flow

Pull Policy

Producer

Wholesaler

Retailer

Consumer


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Product

Place Price

Promotion

Based on the cost of

making and marketing the

product and on expected

profit Customary

Psychological


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Product

Place Price

Promotion

Use face-to-face contact

between marketer and

prospective customer

Used to create immediatesales


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Types of Agencies

Full-Service Agencies

Specialized Agencies


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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 HRdepartments


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How Agencies Work

Account Management

Acts as a liaison between the client and the agency

Responsible for interpreting the clients marketingstrategy


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Creative Development

People who write

People who design ideas for ads and commercials People who convert these ideas into commercials

How Agencies Work


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Media Planning/Buying

Recommends to the client the most efficient means

of delivering the message Responsible for buying, planning, and research

How Agencies Work


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How Agencies Work

Account Planning

Gathers all information on the market and

consumers and acts as the voice of the consumer Prepares comprehensive recommendations


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Specialize in certain functions, audiences, industries ormarkets

Creative boutique

Media-buying services

Specialized Agencies


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International Marketing

An international brand is available 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


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The Dynamics of Modern Marketing

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 marketingcommunication


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Inference

Got a purview on the Role of advertising within marketing

Four key concepts in marketing relate to advertising

The key players in marketing

The critical steps in the marketing process

The structure of the advertising agency industry


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THANK YOU

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Documents

Role of Advertising in Marketing