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Chapter 2 Advertising Principles and Practice

This document discusses key concepts in marketing including the marketing process, modern marketing approaches, and the roles of key players like marketers, suppliers, distributors, advertising agencies, and customers. It also summarizes how agencies are organized and the benefits they provide through specialized services, objective advice, experienced staff, and help implementing creative visions to reach advertising goals.

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LeeAnn Chen
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© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
1K views

Chapter 2 Advertising Principles and Practice

This document discusses key concepts in marketing including the marketing process, modern marketing approaches, and the roles of key players like marketers, suppliers, distributors, advertising agencies, and customers. It also summarizes how agencies are organized and the benefits they provide through specialized services, objective advice, experienced staff, and help implementing creative visions to reach advertising goals.

Uploaded by

LeeAnn Chen
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Advertising’s Role in

Marketing
Affectionately named Chapter 2
Chapter Overview
What is Marketing?
The Key Players and Markets
The Marketing Process
How Agencies Work
International Marketing
(standardize/localize; corporate HQ)
The Dynamics of Modern Marketing
Marketing is the way a
product is designed, tested,
branded, packaged, priced,
distributed, and promoted.
Create Custome
r

Deliver Value
Communicate

Relationship
Marketing Marketing - Key
Planning - Key Players
Concepts Marketers
Suppliers and Vendors
Customer-focused
marketing - Added value, Ingredient
branding
Exchange
Distributors and Retailers
Added value
- Same as sup. and ven.
Branding
Advertising Agency
Types of Markets
IMPORTANCE
Consumer - private Generally most is spent on
consumer markets, but B2B
Business-to-business
advertising is almost as
(industrial)
important.
Institutional
Mass media - consumers
Channel - resellers
Specialized media - trade
professionals
Marketing Process
1. Research consumer market and competitive
marketplace-->develop situation analysis
2. Set objective for the marketing effort
3. Assess consumer needs and wants relative to
product-->segment market into groups based on
likelihood to respond-->target specific markets
4. Differentiate and position product relative to
competition
5. Develop marketing mix strategy (prod. design,
performance criteria, pricing, distribution,
communication)
6. Evaluate effectiveness of strategy
Modern Marketing
Integrated marketing --> product, place, price and
promotion work together [cohesive]
Relationship marketing --> customer relationship
management
Permission marketing --> willing inclusion into marketing
Image: http://www.tmonews.com/wp-content/uploads/2009/12/customer-service-cartoon-thumb.jpg

Marketing Concept: It’s an APPROACH


Focus on identifying
Solve customers’
the needs and wants
problems
of the customer

Examples: Harley, Intel, UPS, United Airlines


Image: http://www.cartoonstock.com/newscartoons/cartoonists/tzu/lowres/tzun544l.jpg

Exchange
Economic
Communication
Image: http://smallbrandblog.com/wp-content/uploads/2010/11/branding-1.jpg

Branding-->Brand
Meaning -> Distinctive Identity -> Familiarity
Example: Ivory - “It floats”; “99 and 44/100 percent pure”
Legally protected brand->Trademark
Brand equity is the reputation, meaning, and value the brand has acquired over time (financial value contributed to company)
Image: http://www.cartoonstock.com/lowres/jmo0216l.jpg

Added Value
- More convenient
- Lower price
- Higher quality
Essentially, ensure product utility and
convenience
“Case Study”: Puma
“Success in a crowded market”
Position: “[blends] sport, lifestyle, and
fashion in a unique way”
“Blue mountain strategy”: not biggest
mountain, but stand out (how do things)
Use: hot icons, trend influencers, market
segmentation, design, marketing (guerilla,
viral-online)
Keywords: innovative,
1980s trouble: commodity product w/ no retro, individuality,
distinctive image differentiate, style
Benefits of Hiring an Agency

Specialized services
Objective advice
Experienced staffing
Tailored management of all advertising activities/personnel
IMPLEMENT A CREATIVE VISION OF THE CLIENT
HELP REACH ADVERTISING GOALS
Types of Agencies
Full-Service Specialized
- Function
Do it all - Audience
- Industry
- Market
- Marketing
communication area
(creative/media
buying)
Agency Organization
Account
Creative
Management
Development and Media Planning
management Production and Buying
supervisor
creative directors outside specialists
account
creative group OR internal
supervisor
copywriters department
account
executive art directors
account producers
director
Agency Organization
Account Planning and
Internal Agency Services
Research
Financial services
Account planner - gather
intelligence on market HR
and consumers (voice of
consumer); strategic Personnel
specialist Traffic - tracking
projects and deadlines
Print production
Money
Commission (% add to
media cost)
Fee
Retainer (not common)

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