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Advertising's Role in Marketing: Part 1: Foundations
Advertising's Role in Marketing: Part 1: Foundations
Advertising's Role in Marketing: Part 1: Foundations
Marketing
Part 1: Foundations
Chapter 2
Key Points
Define the role of advertising within marketing
Explain how the four key concepts in marketing
relate to advertising
Identify the key players in marketing and how
the organization of the industry affects
advertising
List and explain the six critical steps in the
marketing process
Summarize the structure of the advertising
agency industry
Analyze the changes in the marketing world
and what they portend for advertising
2
What is Marketing?
The
marketing
concept
Exchange
Branding
Added value
The
marketing
concept
Exchange
Branding
Added value
The
marketing
concept
Exchange
Branding
Added value
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
The
marketing
concept
Exchange
Branding
Added value
A marketing or
advertising activity
makes a product more
valuable, useful, or
appealing
The
marketer
Suppliers
and vendors
Distributors
and retailers
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
Suppliers
and vendors
Distributors
and retailers
The
marketer
Suppliers
and vendors
Distributors
and retailers
Various companies
that are involved in
moving a product from
its manufacturer to the
buyer
10
Types of Markets
Market
Where the exchange
between buyer and
seller takes place
A particular type of
buyer
Consumer
Businesstobusiness
Market share
The percentage of the
total market in a
Institutional
product category that
buys a particular
brand
Channel
11
12
Product
Place
Price
Promotion
13
Product
Place
Price
Promotion
14
Product
Place
Price
Promotion
15
Product
Place
Price
Promotion
Use face-to-face
contact between
marketer and
prospective
customer
Used to create
immediate sales
16
Question to Ponder
17
Specialized Agencies
Specialize in certain
functions, audiences,
industries or markets
Creative boutique
Media-buying
services
18
Creative
Development
People who write
People who design
ideas for ads and
commercials
People who convert
these ideas into
commercials
19
Account Planning
Gathers all
information on the
market and
consumers and
acts as the voice of
the consumer
Prepares
comprehensive
recommendations
20
Revenues and
Profits
Commission
Fee
Retainer
21
Strawberry Frog
22
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
23
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
marketing communication
24