M: AdvertisingM: Advertising
Arens, Schaefer,Arens, Schaefer,
• About YOUYOU
• About MEME
• The Syllabus
•Charging Boldly Ahead!Charging Boldly Ahead!
Around the Room:Around the Room:
Why Are You TakingWhy Are You Taking
This Course?This Course?
BA in Communications;
MBA in Marketing
20 Years In Corp. America
Started Career as Recruiter
Launched Chazin Group in ‘04
Tel: (201) 683-3399
What I DoWhat I Do
Job Search Strategies
Life / Work Balance
Business Owner Coaching
Chapter 1:Chapter 1:
Evolution ofEvolution of
Advertising is the structured and
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?
Identify products and differentiate from
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.
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.
• 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…
By 1275: Chinese invent paper & Europe
has a paper mill.
1440’s: Johannes Gutenberg invents
English print ad
1704 Boston newsletter begins carrying
@ 1730 Ben Franklin father of American
advertising develops modern print ad.
1700s-1800s: Industrial Revolution beings
in Europe spreads to North America.
Mass consumption REQUIRED to match
1841: Advertising begins in America when
Volney Palmer sets up business in
1869: Francis Ayer forms NW Ayer forms 1st
agency to charge a fee based on ‘net cost
of space’ and conduct market survey.
1920s: Birth of Radio as 1st
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
1950s: Post-WWII US explosion, market
segmentation and positioning begins.
Rosser Reeves introduces the idea of USP.
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.
“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.”
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
• FrequencyFrequency of the connection with
customers: How often do you engage
• 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
““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.”
Offering to customers
Any other component of your