Advertising Class Baruch College Week 1

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Advertising overview includes discussion of branding

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Advertising Class Baruch College Week 1

  1. 1. AdvertisingAdvertising MKTMKT00350035
  2. 2. The Text M: AdvertisingM: Advertising Arens, Schaefer,Arens, Schaefer, WeigoldWeigold
  3. 3. • About YOUYOU • About MEME • The Syllabus •Charging Boldly Ahead!Charging Boldly Ahead! Tonight’s Agenda
  4. 4. Around the Room:Around the Room: Why Are You TakingWhy Are You Taking This Course?This Course? About YOU
  5. 5. About ME  BA in Communications; Advertising Minor  MBA in Marketing  20 Years In Corp. America  Started Career as Recruiter  Marketing/Sales Background  Launched Chazin Group in ‘04 Contact me: Tel: (201) 683-3399 Email: Ethan@TheChazinGroup.com
  6. 6. What I DoWhat I Do  Job Search Strategies  Interviewing & Networking  Career Coaching  Life / Work Balance  Business Owner Coaching  Human Capital Development  Professional Development  Salary Negotiations
  7. 7. Chapter 1:Chapter 1: Evolution ofEvolution of AdvertisingAdvertising
  8. 8. CHANGE
  9. 9. What’sWhat’s Advertising?Advertising?
  10. 10. Advertising is the structured and composed non-personal communication of information, usually paidpaid for and usually persuasivepersuasive in nature, about products (goods, services, and ideas) by identifiedidentified sponsorssponsors through various media. What Is It?
  11. 11. Advertising’s Functions  Identify products and differentiate from competitors.  Communicate info about the product.  To induce consumers to try your stuff.  To stimulate the distribution of a product  Increase product use.  Build value, brand preference & loyalty.  Lower overall cost of sales.
  12. 12. The Ad CampaignThe Ad Campaign
  13. 13. The Ad Campaign  Create / place strategic communications unified by core theme/message.  Communications are intended to promote a brand, product, service, organization or idea.  Messages designed to resonate with a group (target segment.)  Campaigns have specific objectives  Messages appear in various media.
  14. 14. • PSA: Ad serving public interest • Goods: Tangible stuff • Services: A bundle of benefits • Ideas: Economic, political, religious, etc. • Products: the particular good or service a company sells Ad Campaigns for…
  15. 15. Speaking of PSAs…Speaking of PSAs…
  16. 16. TheThe AdAd PlanPlan
  17. 17. Advertising’sAdvertising’s EvolutionEvolution
  18. 18. Advertising’s Timeline  By 1275: Chinese invent paper & Europe has a paper mill.  1440’s: Johannes Gutenberg invents printing press.  1472: 1st English print ad  1704 Boston newsletter begins carrying ads.  @ 1730 Ben Franklin father of American advertising develops modern print ad.
  19. 19. Advertising’s Timeline  1700s-1800s: Industrial Revolution beings in Europe spreads to North America.  Mass consumption REQUIRED to match mass production.  1841: Advertising begins in America when Volney Palmer sets up business in Philadelphia.  1869: Francis Ayer forms NW Ayer forms 1st agency to charge a fee based on ‘net cost of space’ and conduct market survey.
  20. 20. Advertising’s Timeline  1920s: Birth of Radio as 1st broadcast medium and spawns music, drama, sports content for the masses and advertisers reach national consumer audience.  1923: Claude Hopkins copywriter writes Science of Advertising.  Brand proliferation & product differentiation.  1950s: Post-WWII US explosion, market segmentation and positioning begins.  Rosser Reeves introduces the idea of USP.  Post-Industrial Age.
  21. 21. What’s MarketingWhat’s Marketing
  22. 22. Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. What’s Marketing?
  23. 23. Marketing Mix  5Ps: Product (Packaging), Pricing, Placement, People, PromotionsPromotions.  2Is: Individualization & Interactivity.
  24. 24. • Product. • Price. • Place • Packaging. • Promotion. •Community.Community. •Branding.Branding. Internet Marketing 5P-CB Mix NEW!NEW! TRADITIONALTRADITIONAL
  25. 25. INTERACTIVITYINTERACTIVITY INDIVIDUALIZATIONINDIVIDUALIZATION Internet Marketing 2I Mix NEWNEW
  26. 26. What is…What is…
  27. 27. “Internet marketingInternet marketing is the process of building and maintaining customer relationships through online activities to facilitate the change of ideas, products, and services that satisfy the goals of both parties.” A Definition
  28. 28. ThisThis 77 Stage Process includes:Stage Process includes: • Frame/identify the market opportunity. • Create the marketing strategy. • Design the customer experience. • Create the customer interface. • Design the marketing program. • Get customer information using technology. • Evaluate program results. Internet Marketing Process
  29. 29. Screen-to-Face Interface
  30. 30. The 4 Stages of Customer Relationships
  31. 31. • Awareness. • Exploration/Expansion. • Commitment. • Dissolution (80/20 Rule). 4 Stages of Customer Relationship
  32. 32. • FrequencyFrequency of the connection with customers: How often do you engage your customer? • DepthDepth of the contact: How thoroughly is your customer using your website? • ScopeScope of the connection: How many different points of contact does the customer have with the company? 3 Stages of Customer CONNECTION
  33. 33. What’sWhat’s Marketing?Marketing?
  34. 34. ““Marketing is the process ofMarketing is the process of planning and executing theplanning and executing the conception, pricing, promotion, andconception, pricing, promotion, and distribution of ideas, goods, anddistribution of ideas, goods, and services to create exchanges thatservices to create exchanges that satisfy individual andsatisfy individual and organizational goals.”organizational goals.” A.M.A Definition
  35. 35. TheThe MarketingMarketing PlanPlan
  36. 36. Marketing Plan   “THEME” CategoryCategory StrategyStrategy Target Market   Positioning Statement   Offering to customers   Price Strategy   Distribution   Sales Strategy   Service Strategy   Promotion Strategy   Marketing Research   Any other component of your  marketing plan  

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