Professional Documents
Culture Documents
Ch.2 Advert Sing and PR
Ch.2 Advert Sing and PR
Ch.2 Advert Sing and PR
What is marketing?
1- Differentiation & Competitive Advantage: A brand’s competitive advantage is where it’s different
from its competitors and superior in some way.
• In marketing, this concept is called differentiation.
– Price
– Design
– Performance
– distribution
– Brand image
– Reliability.
1- Added Value: is a marketing or advertising activity that makes the product more valuable, useful or
appealing to consumers.
• Other ways to add value:
a. More convenient to buy
b. Lower price
c. More useful features
d. Higher quality
e. Status symbol
f. More knowledgeable employees
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2- Branding: is the way marketers create a special meaning for a product.
– Brand image is based on communication and on the consumer’s
personal experiences with the product.
– Brand equity refers to the financial value based on the reputation
and meaning the brand name has acquired over time.
Types of Markets:
– Consumer Markets
➢ Those who buy products or services for personal use.
– Business-to-Business Markets
➢ Companies that buy products or services to use in their own business
or to make products.
– Institutional Markets
➢ Nonprofits such as hospitals, governments, schools that provide goods
and services for the benefit of society.
– Channel Markets
➢ Resellers and intermediaries who buy finished or semi-finished
products and resell them for a profit.
The Marketing Plan: is a document that proposes strategies for using marketing
elements to achieve marketing objective. The process of creating plan- and
managing a marketing program-begins with marketing research.
– Steps in the Marketing Process
○ Research the consumer marketplace and competitive marketplace and
develop a situation analysis or SWOT analysis.
○ Set objectives for the marketing effort.
○ Assess consumer needs and wants, segment the market into groups, and
target specific markets.
○ Differentiate and position the product relative to the competition.
○ Develop the marketing mix strategy.
○ Evaluate the effectiveness of the strategy.
Marketing Research:
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• Research markets, product categories, consumers, and the competitive situation.
• Planners need to know as much as they can about the marketplace so they can make
informed, insightful strategic decisions.
• SWOT (Strengths, Weaknesses, Opportunities, and Threats) helps managers turn
data into insights.
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– Also, based on what the market will bear, competition, economic well-
being of customer, value of product, and the consumer’s ability to
gauge the value.
○ Pricing strategies:
– Customary pricing—movies
– Psychological pricing for affluent customers.
1- Marketing Communication:
• Includes personal selling, advertising, public relations, sales
promotion, direct marketing, events and sponsorships, point of sale,
packaging.
• Personal sales use face-to-face contact with customers to create
immediate sales.
• Marketing communication is about “Big Ideas.”
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• The trade refers to upstream players (suppliers and vendors in the supply
chain) and downstream players (companies in distribution chain).
1- Marketing Partners:
• Suppliers, distributors, and marketing communication agencies are partners
in supporting the brand and maintaining good customer relationships.
• Affiliate marketing: is a partnership in which one company drives customers
to another company and may get a commission for doing so.
Types of Agencies:
Full-service Agencies:
○ Account management, creative services, media planning, account
planning, accounting, traffic, production, and human resources
Specialized by:
○ Function (copy, art, media)
○ Audience (minority, youth)
○ Industry (healthcare, computers, agriculture)
○ Market (minority groups)
Creative Boutiques:
○ Small agencies focused on the creative product
Media-buying Services:
○ Focused on purchasing media for clients.
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Three levels: management supervisor, account supervisor, account
○
executive
Account Planning and Research
○ Acts as the voice of the consumer
Creative Development and Production
○ People who create and people who inspire
○ Creative directors, copywriters, art directors, producers
Media Planning and Buying
○ Recommend most efficient means of delivering the message
Internal Agency Services
○ Traffic, print production, financial services, human resources
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○ The goal is to manage all the messages delivered by all aspects of the
marketing mix to present a consistent brand strategy.
• Emerging Marketing Strategies
1) Relationship Marketing: is driven by communication and
therefore is best accomplished through an IMC program.
2) Permission Marketing: inviting prospective customers to sign up
or self-select into a brand’s target market in order to receive
marketing communication.
3) Experience Marketing
4) Guerilla Marketing: it creates unexpected personal encounters
with a brand painted messages on streets.
5) Digital Marketing
6) Viral Marketing: this practice is designed to create a groundswell
of demand fo a product based on messages circulated on the
internet.
7) Mobile Marketing
8) Social Network Marketing.
Global Marketing:
• Most countries have local, regional, and international brands requiring
international advertising to promote the same brand in several countries.
• Companies may have several international regional offices and/or a world
corporate headquarters.
• Agencies must adapt with new tools including one language, one budget, and
one strategic plan.
• The choice of an agency for international advertising depends on whether the
brand message will be standardized or localized.