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