M arketing and advertising


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M arketing and advertising

  1. 1. Advertising and the Marketing Process
  2. 2. The systematic planning, The paid, public, nonimplementation and personal announcementcontrol of a mix of of a persuasive message by an identified sponsor;business activities the non-personalintended to bring presentation ortogether buyers and promotion by a firm ofsellers for the mutually its products to itsadvantageous exchange existing and potentialor transfer of products. customers.Marketing Definition Advertising Definition
  3. 3.  Letting people know about your business, product, or services offered process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. It is one of the largest expense in a marketing plan along with public relations and market research not falling far behind.
  4. 4. The Marketing Pie advertising PR Market Research product pricing Distribution Customer Support Sales strategy CSR
  5. 5. Company Marketing Customer
  6. 6. Marketing Management By Kotler01 Defining marketing for the 21st century Understanding02 Adapting marketing to the new economy marketing03 Building customer satisfaction,Value and retention Management04 Winning Markets through Mkt-oriented strategic planning Analysing05 Gathering information and market demand06 Scanning the marketing environment07 Analysing consumer markets and buyer behaviour Marketing08 Analysing business markets and business buying behaviour09 Dealing with the competition10 Identifying market segments and selecting target markets Opportunities Positioning and differentiating the market offering through11 the PLC Develop Market12 Developing new market offerings Strategies13 Designing global market offerings14 Setting the product and Branding strategy Shaping the15 Designing and managing services Market Offering16 Developing Priice strategies and programs Designing and Managing Value networks and Mktg17 Channels Managing and18 Managing retailing, wholesaling and Market Logistics Delivering19 Managing Integrated Marketing Communications Marketing20 Managing Advertising, Sales Promotion, PR & Direct Mktg Programs21 Managing the Sales Force22 Managing the Total Mktg Effort
  7. 7. Market AnalysisCreating Value Advertising PromotionCapturing ValueSustaining Value
  8. 8.  Company: name, product/service(s), value,Reputation, years, etc. Context : the environment in which a business operates- a simple concept – SWOT and SWOT Matrix, define the market, Trend, Organization, Analysis, Customers: documented investigation of a Customer, needs, wants, economics, changes, patterns of buying etc. Competitors: Consumer needs, General competition, Brand competition,, type of product demand Collaborators: Ventures, partners, distributers, complimentary products, channels etc.http://www.bharatbook.com/Market-Research-Reports/Mobile-Advertising-and-Marketing- Market-Analysis-and-Forecasts-2006-2011.html
  9. 9. For theTarget Audience Market Segment Positioning
  10. 10. The offering are in the context of the 3 Ps Product Price Place Promotion
  11. 11. For success to occur, all of the elements must work together the product and its packaging must be positioned correctly, pricing must be done as per the TA and product Distribution must be effective to ensure availability in the right placeAll this must be promoted and advertised with the right message aimed at the right prospects.
  12. 12. Getting the customer & managing theirCustomer Acquisition prospects and inquiries which may come after advertising Promise Satisfaction, Talk aboutCustomer Retention continuous satisfaction . The product and marketing mix must continue it during and after advertising
  13. 13. Microsoft Search vs/- Google (they never advertise and they do so everyday)