The document discusses the role of advertising in business and marketing. It defines what a business and marketing are, and explains the importance of understanding customer needs. It also discusses how companies use the marketing mix of product, price, place and promotion to compete in the market. Advertising objectives are outlined as generating brand awareness, interest, inquiries and sales to promote new or improved products or services. The assignment asks students to analyze an advertisement in a group.

1. THE ROLE OF ADVERTISING IN
BUSINESS AND MARKETING
CHAPTER 1

2. WHAT IS A BUSINESS?
• Name and logo
• Legality
• Address
• ….?
• …?

3. WHAT IS MARKETING?
• Anticipating,
understanding customers
needs and wants
• Making product/ services
to fulfill customers needs
and wants
• Making it accessible to
customers
• Making profit

4. THE COMPETITIVE EDGE
• Products/services/brands
compete in the market
Class discussion:
• Why do they compete
• How to they compete

5. MARKETING MIX
• The right PRODUCT
(consumer needs)
• The right PRICE (costs to
consumers)
• The right PLACE (consumers
convenience)
• The right PROMOTION
(communicating with the
consumers)

6. SELLING IN
• PUSH STRATEGY
– Convincing retailers to
distribute and sell the
products
• PULL STRATEGY
– Promoting to consumers so
they buy

7. ADVERTISING OBJECTIVES
Aims of an advertising
campaign may be one of
the following:
• To launch a new product
of service
• Create brand awareness
• To generate interests
• To generate sales inquiries
• To promote a new or
improved version
• To inform sales promotion

8. ASSIGNMENT
• Work in a group of
….people
• Choose an ad (tvc, print,
radio)
• Explain why you think the
ad is good or bad