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________________________________________ How to Advertise for Results
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Principles of  Integrated Marketing
“ The key to successful marketing is determining the needs and wants of target customers   and delivering the desired products more effectively and efficiently than competitors. Integrated marketing occurs when all of an organization’s departments work together to serve the customer’s interests.” Philip Kotler on marketing
“ The key to successful marketing is determining the needs and wants of target  constituents  and delivering the desired services more effectively and efficiently than  competitors . Integrated marketing occurs when all of an organization’s departments work together to serve the  constituent’s  interests.” Philip Kotler on marketing
Institutional marketing: the old model ,[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Elements of successful program ,[object Object],[object Object],[object Object],[object Object]
Integrated marketing
“ Faced with the choice between changing one’s mind and proving that there is no need to do so, almost everyone gets busy on the proof.” John Kenneth Galbraith on change
Positioning:  Where It Starts
Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning: reinforcing the advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning defined ,[object Object],[object Object],[object Object]
Successful positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising: View from the Masters
Advertising must… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Rosser Reeves and the USP ,[object Object],[object Object],[object Object]
Ted Levitt and differentiation ,[object Object]
Sergio Zyman and image ,[object Object]
Howard Gossage on basic principles ,[object Object],[object Object],[object Object]
Jon Steel on key questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Harry Beckwith on service marketing ,[object Object]
Guy Kawasaki on fulfilling the promise ,[object Object]
Leo Burnett on creativity ,[object Object],[object Object],[object Object]
David Ogilvy on the process ,[object Object]
David Ogilvy on “the big idea” ,[object Object],[object Object],[object Object],[object Object],[object Object]
David Ogilvy on placement ,[object Object]
Image Ad Case Study Seton Hall University
Situation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key research findings ,[object Object],[object Object],[object Object],[object Object],[object Object]
Response: integrated program ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object],[object Object],[object Object]
 
 
 
 
Service/Product Ad Case Study Chicago Historical Society
Situation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Key research findings ,[object Object],[object Object],[object Object],[object Object],[object Object]
Response: integrated program ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object]
 
 
 
Image/Product Ad Rush-Presbyterian- St. Luke’s Medical Center
Situation ,[object Object],[object Object],[object Object],[object Object]
Key research findings ,[object Object],[object Object],[object Object]
Response: integrated program ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning ,[object Object],[object Object]
 
 
 

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Advertising

  • 2.
  • 3. Principles of Integrated Marketing
  • 4. “ The key to successful marketing is determining the needs and wants of target customers and delivering the desired products more effectively and efficiently than competitors. Integrated marketing occurs when all of an organization’s departments work together to serve the customer’s interests.” Philip Kotler on marketing
  • 5. “ The key to successful marketing is determining the needs and wants of target constituents and delivering the desired services more effectively and efficiently than competitors . Integrated marketing occurs when all of an organization’s departments work together to serve the constituent’s interests.” Philip Kotler on marketing
  • 6.
  • 7.
  • 8.
  • 9.
  • 11. “ Faced with the choice between changing one’s mind and proving that there is no need to do so, almost everyone gets busy on the proof.” John Kenneth Galbraith on change
  • 12. Positioning: Where It Starts
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Advertising: View from the Masters
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  • 20.
  • 21.
  • 22.
  • 23.
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  • 26.
  • 27.
  • 28.
  • 29.
  • 30. Image Ad Case Study Seton Hall University
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39. Service/Product Ad Case Study Chicago Historical Society
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  • 43.
  • 44.  
  • 45.  
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  • 47. Image/Product Ad Rush-Presbyterian- St. Luke’s Medical Center
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