Advertising

Mrs Gopika Kumar

What is Marketing

Marketing is the management process which identifies,

anticipates, and satisfies customer requirements
competitively, while simultaneously meeting
organizational goals.
What is Successful Marketing
Process
 Identify preexisting and / or create wants
that are unfulfilled, inadequately met,
partially met, or latent.
 Deliver a superior competitive value to
the target customer through:
 Delivery of benefits:
 Reduction in costs:
 Risk apprehensions:
 Customer evaluation
Why Communicate
 Six A’s of communication effects:
 Attention (Initial and sustained)
 Awareness (Recall and recognition)
 Assimilation (Comprehension)
 Acceptance (Liking and preference)
 Action orientation (Purchase or purchase
related orientation)
 Adsorption (Future recall)
Why Would Someone Not Buy and
What Can Communication Do?
Situation
 I do not know you (product category and / or brand)
 I do not need the product category
 I do not need the brand because:
 It fails to convince me about relevance of benefits
 It fails to establish its relative superiority (value delivery)
 It fails to motivate me to buy it / charge me emotionally
 I hold a view contrary to what the marketer is saying:
 About the product category itself

 About the marketer’s brand

Role of Communication
Communication should
 Make the audience accept the existing need gap /
create one
 Tell the customer about marketer’s effort towards
generating (knowledge, finance) abilities
 Communicate about the opportunities created to
purchase the product
 Provide motivational (Negative / positive) cues to
induce action.