The document discusses advertising and marketing processes. It defines marketing as planning and executing pricing, promotion, and distribution of goods and services to create exchanges that satisfy customer and business needs. Advertising is described as an integral part of marketing that helps satisfy customer needs. The marketing mix is defined as a blend of product design, pricing, distribution, and promotion. The four tools of marketing discussed are product, distribution channels, pricing, and marketing communications.

1. Advertising
and
marketing
process
Submitted to :
madam khizra
Submitted by : isma wajid

2. Advertising and marketing process
Marketing
A process of planning and executing pricing promotion and distribution of idea, goods
and services to create exchange that satisfy needs want and the objectives of customer
and organization.
Advertising role in market
 Advertising is an integral but relatively small part of marketing.
 Advertising riddle part of marketing plan.
 Needs of customer are satisfied in this process.
Marketing mix
“A blend of activities such as designing the product and its packaging pricing the
product, distributing the product and promoting or communicating about the product”.
Market: The place where buyers and sellers meet.
Types of market
1) Consumer market
Consumer market consists of people who buy goods and services for personal or
household use.
2) Business to business (industrial)
Business to business market Consist of the companies that buy products or
services to use in their own business or in making of other products.
3) Reseller market
The reseller market is made up of what we call intermediaries reseller are
wholesaler and retailers.
4) Institutional market
Institutional market include a wide verity of profit and nonprofit organizations like
schools hospitals etc that provide goods and services for the profit of society
Four tools of marketing

3. 1) Product: Product is the object of advertising and reason for marketing.
Characteristics of product tangible and intangible
Tools of product
 Design and development:
Physical ingredients
Intangible
Demonstrated
 Branding
Brand mark
Tag line
Copy writing
 Packaging
Tangible characteristics
Size
Features
Package
Taste
Colors
Intangible features
Style
Quality
Image
Prestige
Brand name
The product
Advertising
message
Message
strategy
Interpretation
by customer

4. Look of product
Tips for packaging: colorful and distinctive
Brand image
Functional as possible
 Maintenance
2) Channels of distribution
The entire mean which distribute product from the manufacturer to customer are
called channels of distribution.
Direct channel of distribution Indirect channels of distribution
Three Strategies of marketing
Push:
Manufactures efforts related to wholesalers, wholesaler efforts related to retailer
and retailers to consumer.
Pull
It is time taking strategies it’s not good for long term marketing.
Combination
Most of the companies use combination strategy.
It is the best strategies
Flow of marketing between channels of distribution with the help of strategies
 Market that directlyhitthe
customer
 It’sexpensive
 Ex:
Online marketing
 Market that indirectlyhitthe
customer
 Expectationswithwholesalerand
retailers
 Its cost efficient

5. Push pull Combination
Manufacture
↓
Manufacture
↑
Manufacture
↑↓
Whole seller
↓
Whole seller
↑
Whole seller
↑↓
Retailer
↓
Retailer
↑
Retailer
↑↓
Consumer Consumer Consumer
3) Pricing
A number of pricing strategies influence advertising strategy. Changes in price
should be relayed through advertising. Psychological strategies try to manipulate
customer’s judgments
4) Marketing communication
ABCDE
A: advertising
B: personal selling
Door to door selling
Mobile selling’s
C: sales promotion
Special discount is its best example and it is extra instance to generate extra revenue
D: Public relation
Create good will among the people toward your product through communication
E: POS _ point of sale