This document discusses marketing concepts including the evolution of marketing, marketing mix, target markets, and advertising. It provides the following key points: 1. Marketing has evolved through different eras such as production orientation, sales orientation, and relationship marketing. The marketing mix, which includes the 4Ps of product, price, place, and promotion, allows marketers to influence demand. 2. Defining and understanding the target market is essential for effective marketing. Market segmentation allows targeting of specific groups based on demographics and psychographics. 3. Advertising is a form of promotion used to encourage audiences to take action. Media selection and considerations of reach and frequency are important for advertising effectiveness.

1. Evolution
Of Marketing

2. o The Trade Era
oThe Production Orientation Era
oThe Sales Orientation Era
oThe Marketing Orientation Era
oThe Relationship/value Marketing Era
oThe Social/Marketing Era
The Stages

3. Marketing
Communication
Advertising
Media

4.  Is a management process that identifies,
anticipates and satisfy consumer needs at a
profit
Identify
Anticipate
Satisfy
Profit

5.  Identify
 By research findings from independent and or in-house
surveys
• Anticipate
– By research and forecasts
• Satisfy
– Provide the consumers with their needs using the
most effective mix of the 4P’S of marketing
The producer devices marketing programmes that will make real and prospective
consumers buy more of its brand above competition

6. Marketing Mix

7.  Most effective way to practice marketing is to
find out first
 What to be accomplished and then plan how to
accomplish it. In other words you need to plan
your marketing activity
 This plan will constitute
marketing Objectives, identification of one or
more target markets and an specific offering to
serve each market

8. In marketing jargon this offering is called the
marketing mix.
The Marketing Mix is studied under the section called
tactical Marketing
This is called Tactical Marketing as it is changed all
the time and the decisions taken are usually short
term
Directional- such as vision, mission, objectives and
Strategic- such as market, market segments,
targeting and positioning are not changed in the short
term

9.  Defining marketing mix
 “ Marketing Mix is the set of controllable
tactical marketing tools that the firm blends
to produce the response it wants in the
market. The marketing mix consists of
everything the firm can do to influence the
demand for its product” Kotler 12th edition

10. Traditionally it is comprised of :
Product
Price
Place ( Placement)
Promotion ( Communication)
For ease of use
Mccarthy.

11. These elements in the Marketing Mix are in the
control of the marketer.
Therefore marketing Mix is set of controllable
elements ( tools) in the hands of the marketer to
use to achieve desired targets.
In other words marketing Mix is used to
influence the buyer in the target market to create
positive responses towards the marketers
product

12.  Product itself has its own way of offering
it to the Target Market. Therefore it is
called the product Mix
 It comprises of Variety, Design, Brand
name, image, quality, features and
benefits, packaging, styling, accessories,
warranty, after sales services etc.

13.  Price should be affordable to the target
market
 The cost of the product is very important to
decide the price. Further pricing objectives
and pricing strategies also will decide the
prices.
 Price offer also could be called as the price
Mix
 It will have the suggested retail price,
wholesale price, discounts, trading price,
strategies, allowances, payment terms, credit
etc.

14. The product should be made available to the
target market where customers could buy it
conveniently.
The Place mix could have distribution channels,
Channel members, market coverage, inventory (
stock) control, warehousing, order processing,
transport and logistics.

15.  The major role of promotion is to make
aware the target market that there is a
product offering of this nature and develop
interest, desire and action to buy the
product. (AIDA)
 The promotion mix includes Advertising,
personal selling, Sales Promotion, Public
relations, Direct marketing, etc.
 Setting the communication budget are also
part of the promo mix.

16. Effective
marketing Mix
Matches Customers needs
Creates
Competitive
advantage
Well Blended
Matches
corporate
resources
The mastery of the right combination of these marketing tools bearing in mind the
peculiarities of the market, ultimately enables a brand achieve its objectives

17.  Takes a creative idea and transforms it into attention-getting
advertisements designed for various media (television, radio,
magazines, and others). Messages travel to audiences through
various transmission devices.
 a channel or medium delivers the message. Decoding occurs when
the message reaches one or more of the receiver's senses.
Consumers both hear and see television ads. Others consumers
handle (touch) and read (see) a offer.
 One obstacle that prevents marketing messages from being
efficient and effective is called barrier.
Note: Barrier is anything that distorts or disrupts a message. It can
occur at any stage in the communication process. The most
common form of noise affecting marketing communication is
clutter.

18.  Advertising is a form of communication
for marketing and used to encourage, persuade,
or manipulate an audience (viewers, readers or
listeners; sometimes a specific group) to continue
or take some new action.

19.  Advertising is a one-way communication whose purpose is
to inform potential customers about products and services
and how to obtain them.
 Promotion involves disseminating information about a
product, product line, brand, or company. It is one of the
four key aspects of the marketing mix.
 Advertising may be one form of promotion.
hyperlink Advertising vs. promotion.docx

20. Communication channels through which news, entertainment, education, data
or promotional messages are disseminated.
Media includes every broadcasting and narrowcasting medium such
as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax,
and internet.

21.  Reach
 Frequency
Reach: The number of people that gets hit by your advertising expressed a percentage
of the entire TG
Frequency: The average number of time that your advertisement reaches
your target.

23. Advertising is any paid form of non personal communication
by an identified sponsor and should be via a medium that is
accessible to everyone
Non personal: it has to be directed to a wide number of people
Sponsor: There has to be a brand that is responsible for the exposure
Medium: It has to be channelled through a medium
Accessibility: It should be accessible to all

24. Position my self in such a way as to:
See significant leap in brand awareness
Gain more market share and or sales volume
Continuously recruit brand loyalists
Be perceived as high quality
Be seen as reliable
command respect
Amongst its target audience

25. The most persuasive creative advertisement in the world will
not be effective unless:
Deliver the message to your intended target market
At the right time
In the right measure

26. It has become a very though and complex task for brand in
reaching their target market
Clutter: multiple brands exposing materials all at the same time
When can I
expose
my AD?

27. Competition: brands within the same category jostling for the same marke
How can I expose my A

28. Increasing cost: campaign executions are becoming more expensive
How much is effective to sp

29. Changing behaviours: the target audience is becoming more dynamic
How do I understand

30. Audience Fragmentation: different blocks of groups with unique character
How do I isolate and
solve the
peculiar problems

31. A target group is the category of people that a brand intends to
reach with its messages, he targets them with the hope that they
respond in certain ways towards its brand when hit by those
messages.

32. The brands fist step is to decide on what role it wants to play in the market, premium
or mass market.
In most cases, a brand TG is not limited to one group of similar characteristics.
Brands scan the market and categorize the entire relevant elements into TG segments
It then treats each segment of usually distinct characteristics differently, Understanding
each segments peculiar needs
The brand together with its creative unit together with help from agencies then prepare
tailor made advertising solutions that addresses each of the segments

33. Demographics
Age: What age or age range are my target audience
Gender : What gender am I looking at, what percentage of my TG is male or female
Numbers: What is the total size of my target audience
Religion: What are the religious believes of my target audience and prospective ones
as it affects my brand
SEC (socio-Economic Class): What SEC does my target audience fall i.e. what income d
generate and how will this affect their purchasing power
LSM( Living Standard Measurement): What is the life style of my target audience
Location/Distribution: Where exactly are they and how are they distributed across the m

34. Psychographics/ behavioural pattern
What are their Passion points:
Sports
Entertainment
Leisure
Socializing
Family
Career
How do they think?
What kind of television programmes do they watch,
are they trendy or conservative,
are they impulsive or objective
Are they superstitious
Are they emotional

35. The target audience characteristics are varied and dynamic, thus the
need for brand managers to always be in tune with their markets and
TG.
As brand solution providers through concepts/idea generation and
implementations, we need to understand the brands as well as the
target audience’s needs, find a meeting point where both the brand and
TG interaction becomes one that can be described as ‘’A WIN-WIN
SITUATION, in other wards, we should anticipate not only the TG but
also the brands.
By doing this, we would have truly bridged the gap between brands and
their TG by creating value and achieving our corporate goals