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Marketing Function - BIG Lecture [Advertising]
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Marketing Function - BIG Lecture [Advertising]

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PowerPoint used for Rowan University BIG lecture. Marketing as it relates to strategic communication.

PowerPoint used for Rowan University BIG lecture. Marketing as it relates to strategic communication.

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  • 1. Anatomy of Advertising
    • Marketing Function
    • M. Larry Litwin, APR, Fellow PRSA
    • © 2010
  • 2. Or…
    • A basic understanding of the
    • Advertising Profession
  • 3. Portions t aken from…
  • 4. Portions t aken from…
  • 5. Hmmmmm…
  • 6. Or…
  • 7. Political Advertising
    • What sets Political and Issue Advertising apart from all other Type and Techniques?
    • Lie
    • Print
    • Radio
    • TV
    • Cost
    • Payment
  • 8. Types of Markets
    • A market is a particular type of buyer.
    • Share of market is the percentage of a product category’s total market that buys a particular brand.
  • 9. Ads for Four Types of Markets
    • Which is which?
      • Consumer
      • Business-to-Business
      • Institutional
      • Channel
    • How are the four ads different?
    • How are they the same?
  • 10. 11 Types of Advertising
    • Brand
    • Retail or Local
    • Directory
    • Direct-Response
    • Business-to-Business
    • Corporate
    • Institutional (Product)
    • Recruitment
    • Political
    • Issue (Advocacy)
    • Public Service (Charity/Non-profit)
  • 11. 26 Advertising Mechanisms or Techniques
    • Co-op
    • Per Inquiry
    • Tie-in
    • Piggyback
    • Competitor
    • Product Placement
    • Product Integration
    • Silent Publicity
    • Advertorial
    • Infomercial
  • 12. 26 Advertising Mechanisms or Techniques (more)
    • Endorsement
    • Testimonial
    • Informational
    • Partnering (Partnership/Affinity/Sponsorship Marketing)
    • Cause-Related Marketing (Positive Association/
    • Sponsorship Marketing)
    • Co-authoring
    • Co-branding
  • 13. 26 Advertising Mechanisms or Techniques (more)
    • Interactive
    • Scent/Aroma Marketing
    • Virtual
    • Specialty
    • Street Marketing
    • Viral Marketing (Word of Mouth – WOMM)
    • E-viral Marketing (Word of Mouse – E-WOMM)
    • Promotainment
    • House (Promo)
  • 14. Marketing 101
    • Determine what people need (and want) and give it to them.
  • 15. Marketing
    • The exchange of goods and services from manufacturer to consumer.
    • Strategies that employ the various elements of the marketing mix to achieve marketing objectives.
  • 16. What Is Marketing? Marketing is a process used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.
  • 17. What Is Marketing? Exchange is the core domain for marketing:
    • Two or more parties with something of value to one another
    • A desire and ability to give up something of value to the other party
    • A way for the parties to communicate with one another
  • 18. Marketing Mix
    • A plan that identifies the most effective combination of promotional activities (IMC).
    • The goal is to achieve synergy.
  • 19.
    • Uncover the specific needs of a group of people (market)
    • Satisfy those needs by developing appropriate products and services
    • Offer products/ services at appropriate prices at a convenient time and location
    • Let potential customers know of their availability and how they meet needs
    Marketing Principles
  • 20. Litwin’s 9 P’s of Marketing = Synergy AKA – The Marketing Mix
    • Product
    • Place (Positioning)
    • Price
    • Promotion (Sales)
    • Public Relations
    • Personal selling
    • Policy
    • Politics
    • Packaging
  • 21.  
  • 22. MAC Triad Plus cont.
    • Informization
      • Disseminating information ( message ) to target audience through the proper channel at the best possible time .
  • 23. Strategy vs. Tactic Strategy = why Tactic = what
  • 24.
    • Superior tactics cannot overcome a flawed (business) strategy .
  • 25. Q: IM vs. IMC Integrated marketing links all marketing activities together to achieve a single goal. Integrated marketing communication ties your communication messages together with a consistent look, feel, tone, and message that support your integrated marketing efforts.
  • 26. The Promotional Mix Promotion is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea . Promotion is the communication function of marketing.
  • 27. The Promotional Mix
    • Advertising
    • Direct Marketing
    • Interactive/Internet Marketing
    • Sales Promotion
    • Publicity/Public Relations
    • Personal Selling
  • 28. Core of Marketing is Simple:
    • Communicating the value of what you offer to those who can benefit the most
    • How and where do you do that?
    • Use the fundamental principles as a model to guide you
  • 29. Implementing
    • Both strategic and tactical
    • Get attention with powerful Core Marketing Message
    • Get interest once you have attention –
    • materials and website
    • Keep attention and interest by keeping message in front consistently – Keep in touch
  • 30. Implementing
    • When they respond, convert to commitment – make the sale
    • Deliver what you promise if you want repeat business and referrals
  • 31. Advertising Campaigns Consist of multiple messages in a variety of media that center on a single theme or idea
  • 32. An Advertising Campaign Marketing Communications Activities Integrated In Different Media Interrelated Over a Time Period Coordinated Centered on a Theme or Ideas
  • 33. Diffusion Process – AITEA/R
    • Create AWARENESS
    • Generate INTEREST
    • Encourage TRIAL
    • EVALUATION
    • ADOPTION/Rejection
  • 34. AIDA
    • Create ATTENTION
    • Generate INTEREST
    • Develop DESIRE
    • Initiate ACTION
  • 35. Questions ???
    • M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com
    • © 2010

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