Advertising

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What is Marketing Communication? Commercial messages such as: Newspaper ads Coupons Solicitation letters Publicity Event sponsorship TV Commercials Telemarketing calls

Commercial messages such as:

Newspaper ads

Coupons

Solicitation letters

Publicity

Event sponsorship

TV Commercials

Telemarketing calls

What is Advertising? It is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media It is one type of Marketing Communication

It is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media

It is one type of Marketing Communication

What makes Advertising unique? Advertising is Communication-a special kind of Communication According to McCann-Erickson, the Ad Agency of MasterCard, Advertising is “Truth Well Told”

Advertising is Communication-a special kind of Communication

According to McCann-Erickson, the Ad Agency of MasterCard, Advertising is “Truth Well Told”

Human Communication Process Source Encoding Message Channel Decoding Receiver Sponsor Author Persona Literary Form: Autobiography Narative Drama Implied consumers Sponsorial Consumers Actual consumers The Stern Model of the Advertising Communication Process Feedback Source Message Receivers Within the text of the advertisement

Literary Form:

Autobiography

Narative

Drama

Advertising and the Marketing Process Advertising helps the organization achieve its marketing goals An effective advertising specialist must have a broad understanding of the whole marketing process in order to know what type of advertising to use in a given situation The marketing strategy will determine: Who the targets of the advertising should be Where the advertising should run What media should be used What purpose the advertising should accomplish

Advertising helps the organization achieve its marketing goals

An effective advertising specialist must have a broad understanding of the whole marketing process in order to know what type of advertising to use in a given situation

The marketing strategy will determine:

Who the targets of the advertising should be

Where the advertising should run

What media should be used

What purpose the advertising should accomplish

Identifying Target Markets and Target Audiences Consumer Market Consumer Advertising Industrial/Business Market Business Advertising: Trade Advertising Professional Advertising Agricultural Advertising

Consumer Market

Consumer Advertising

Industrial/Business Market

Business Advertising:

Trade Advertising

Professional Advertising

Agricultural Advertising

Implementing Marketing Strategy The Product Element The Price Element The Distribution Element The Communication Element

The Product Element

The Price Element

The Distribution Element

The Communication Element

Integrated Marketing Communication (IMC) Integrating all the messages created by an advertiser’s various communication agencies and sent out by various departments within the company to achieve consistency

Integrating all the messages created by an advertiser’s various communication agencies and sent out by various departments within the company to achieve consistency

Functions and Effects of Advertising in a Free Economy To identify products and their source and to differentiate them from others To communicate information about the product, its features, and its place of sale To induce consumers to try new products and to suggest reuse To stimulate the distribution of a product To increase product use To build value, brand preference, and loyalty To lower the overall cost of sale

To identify products and their source and to differentiate them from others

To communicate information about the product, its features, and its place of sale

To induce consumers to try new products and to suggest reuse

To stimulate the distribution of a product

To increase product use

To build value, brand preference, and loyalty

To lower the overall cost of sale

Thank You