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ADVERTISING PRINCIPLEADVERTISING AND MARKETING
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.
ADVERTISING
MarketingMarketing 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.
ADVERTISING
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.
ADVERTISING
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.
ADVERTISING
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
ADVERTISING
Type of Advertising Objective
INFORMATIVE ADS
a. New products, services, features or re-launch
b. Building a brand & company image
c. Correcting false Impression
ADVERTISING
ADVERTISING
Type of Advertising Objective
PERSUASIVE ADS
a. Comparative Ads
b. Building Brand Preference
c. Persuading consumer to purchase new
ADVERTISING
ADVERTISING
ADVERTISING
Type of Advertising Objective
REMINDER ADS
a. Continuous ads : coca-cola
b. Maintaining consumer relationship
ADVERTISING
ADVERTISING
ADVERTISING
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.
ADVERTISING
The core CONCEPT of MARKETING ADVERTISING
The core CONCEPT of MARKETING ADVERTISING
Human Needs
It is a state of felt deprivation of some basic
satisfaction
The core CONCEPT of MARKETING ADVERTISING
Wants
These are desires for specific satisfiers of these
deeper needs
The core CONCEPT of MARKETING ADVERTISING
Demands
These are wants for specific products that are
backed by an ability & willingness to buy them
The core CONCEPT of MARKETING ADVERTISING
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
The core CONCEPT of MARKETING ADVERTISING
Services
a) Person
b) Place
c) Activity
d) Organization
e) Ideas
The core CONCEPT of MARKETING ADVERTISING
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
The core CONCEPT of MARKETING ADVERTISING
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.
The core CONCEPT of MARKETING ADVERTISING
Marketer
It means someone seeking a resource from
someone else & willing to offer something of
value in exchange.
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.
ADVERTISING
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.
ADVERTISING
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.
ADVERTISING
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)
ADVERTISING
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)
ADVERTISING
ConsumerAdvertising
BusinessAdvertising
National
Advertising
RegionalAdvertising
LocalAdvertising
International/Global Advertising
By Target Audience By Geographic Area:
* Aimed at people
who buy for their
own use
* Aimed at people
who buy for use in
business
* foreign markets
• in only one city or local trading area
* in one area or region
Classifications of Advertising
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 e-mail
POP (point of purchase) advertising
ADVERTISING
Advertising Media & Methods ADVERTISING
wall paintings web banners
web popups
Advertising Media & Methods ADVERTISING
skywriting human directional Blimps /
Ads balloon
Advertising Media & Methods ADVERTISING
painted vehicles logojets
Advertising Media & Methods ADVERTISING
subway platforms
Advertising Media & Methods ADVERTISING
shopping bags In-Flight ads
Advertising Media & Methods ADVERTISING
Inflatables Advertising
Advertising Media & Methods ADVERTISING
supermarket receipts Advertising Street Furniture