Advertising

1. Advertising A welcome to Advertising for 5th year students. Instructor: Dr. Ebtisam Fetohy

2. AdvertisingToday’s Lesson • lecture Outline • lecture Description and introductory questions • Advertisements • Advertising in Context • Brand and Marketing Mix • Role of advertising • Integrated communications • Summary and Discussion

3. Lecture Outline • Description and Rationale • Although advertising is an accepted part of every day life, there is still great debate as to how advertising works and the role it can and should perform within the marketing communication mix. • This lecture enables the students to review this debate and apply the theories to the advertising in our media today. • They will learn how to put together an advertising plan and will examine the ingredients of an effective advertisement and ways in which this effectiveness can be measured.

4. Aims and Objectives • To gain an understanding of the role of advertising within the Marketing Communications Mix • To examine communication and advertising theories and their relationship with consumer behavior • To develop knowledge of advertising strategy and planning • To examine the importance and uses of creativity in advertising • To gain an understanding of various production techniques • To appreciate the complexities of evaluation

5. Learning Outcomes The students will be able to: • Identify the role of advertising within the Marketing Communications Mix • Analyze advertisements in terms of creativity and execution • Create advertising objectives and put together a plan to meet these objectives • Examine marketing data, using appropriate techniques, and use the information to establish and solve marketing communication problems • Understand the techniques and procedures involved with advertisement production • Put together testing procedures for the evaluation of advertisements

6. Advertisements • Advertisements are not just advertisingاعلان . • Def’n: a) To describe the process of using advertisements to sell things B) To refer to the industry that produces the ads.

7. Advertisements • ‘above – the-line’ – advertising in the media • ‘Below – the – line’ – point of sale messagesرسائل نقاط البيع

8. advertisements What is an advertisement? • Anything that calls attention to a product or service Examples: • TV commercial • Newspaper/magazine ad • Poster • Clothing • Cigarette lighter, ….

9. Advertising in Context • Who engages in advertising? • Businesses, • Governments, and • Individuals.

10. Advertising in Context • Media advertising is becoming less, rather than more, important in the overall schemeمخطط of marketing communications. • This is not necessarily for good reasons but it is a fact.

11. Advertising in Context • Fast-moving consumer goods (fmcg) • Key factor • Weekly feedbackتعليقات • Short term results from sales promotion • Budgets shift to below-the-lineرسائل نقاط البيع • I.e.,: various types of price cutting

12. Advertising in Context • This can actually lead to an increase in the price elasticityمرونة of brands- therefore self-defeating (فاشل (هزيمة • In long run – consistent media advertising can build the strength of a brand.

13. Brand and Marketing mix • What is a Brand? • It is a product whose producer has made every effort to make it uniquely desirable to potential buyers, consistently using every element in its presentation to do so.

14. Brand and Marketing mix • Why do companies do this? • If done well, it makes the brand difficult to compete against. It develops an aura هالةmaking it appear better than its competition.

15. Brand and Marketing mix • A brand is created by all the elements of the marketing mix working together. • Creates a positive prejudice in people’s minds.

16. Brand and Marketing mix • Def’n – Marketing Mix: a range of tools and techniques that allows businesses الأعمال التجاريةto provide customers with what they want. • It acts as a conduit قناة for consumer demand to reach businesses. Thuslyهكذا , turning this demand into profitable sales.

17. Brand and Marketing mix • Marketing mix tools include (6 P): • Product formulation and variation • Packaging • Sales literature • The sales force (policy) • Pricing • Sales promotion • Direct mail • Advertising • Market research (place) • Branding

18. Brand and Marketing mix • Components of the marketing mix • Net sales value • Costs and contributionالمساهمة • The marketing mix

19. 1) Net sales value • Gross marginالربح الاجمالي • Cost of goods: • Materials • Packagingتغليف • Manufacturingتصنيع

20. 2) Costs and contribution • Operating التشغيل contribution • Selling costs (the marketing mix) • Sales • Distribution • Communications • Research

21. 3) The marketing mix • Sales and distribution costs • The communications mix • Advertising • Public relation (PR) • Direct marketing • Promotions • Exhibitions • Etc.

22. Role of Advertising • Simply put: Advertising exists to help to sell things. • It is mainly about brands • It is mainly designed to create and strengthen consumer impressionsانطباعات of the brand • Exception is public service advertising

23. Marketing Communication Economic Societal The process a business uses to satisfy consumer needs by providing goods and services Product category Target هدفmarket Marketing mix Brandعلامة تجارية Role of advertising

24. Marketing Communication Economic Societal Can reach a mass audience Introduces products Explains important changes Reminds and reinforcesيعزز Persuades Role of advertising

25. Marketing Communication Economic Societal Moves from being informational to creating demand Advertising is an objective موضوعيةmeans for providing price-value information, thereby creating a more rational economy Role of advertising

26. Marketing Communication Economic Societal Informs consumers about innovations and issues Mirrors fashionتصمم and design trendsالاتجاهات Teaches consumers about new products Helps shape consumer self-image Perpetuatesيدعم self-expression Role of advertising

27. Integrated Communications • Advertising is part total continuum of communications about the brand. It may have a leading role and carry the greatest budget: but it can be merely cast يلقيin a supporting role for a campaign of of activity centered around an event.

28. The importance of advertising • Involves a huge amount of money • Work is done by relatively few people • Major expense is for media time/space • Companies spend only a small percentage of sales on advertising

29. Types of advertising • Product advertising—Tries to sell a specific product to *final users or *channel قناةmembers • Pioneering الابتكاري-ريادي advertising builds primary demand • Competitive advertising builds selective demand • Corporate/institutional advertising—Tries to *promote an organization'simage, *reputationسمعة or *ideas—rather than a specific product

30. Major advertising media • Magazine • Television • Newspaper • Yellow Pagesالأدلة التجارية • Radio • Outdoorsالنزهات • Cinema • Internet

31. The Functions of Advertising • Builds awareness of products and brands • Creates a brand image • Provides product and brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforcesيعزز past purchases and brand experiences

32. Advertiser (client) Agency Media Supplier Audience Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves يصدقaudience, plan and budget Hires the advertising agency The Key Playersالممثلون

33. Advertiser (client) Agency Media Supplier Audience Has strategic and creative expertise, Media knowledge, Workforce talentموهوبة , and Negotiating تفاوضية abilities Advertising department In-house agencyوكالة خاصة The Key Players

34. Advertiser (client) Agency Media Supplier Audience The channels of communication that carry the message to the audience Are also companies or huge conglomeratesتكتلات Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches The Key Players

35. Advertiser (client) Agency Media Supplier Audience Assist *advertisers, *agencies, and *the media in creating and placing the ads Vendor بائعservices are often cheaper than those in-houseخاصة The Key Players

36. Advertiser (client) Agency Media Supplier Audience The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible The Key Players

37. Types of Advertising • Brand advertising • Retail بالمفردor Local advertising • Direct-Response advertising • Business-to-Businessبين الأعمال advertising • Institutional advertising • Nonprofit advertising • Public Service advertising

38. What Makes an Ad Effective? • If it creates an impression for a product or brand • If it influences people to respond in some way • If it separates the product or brand from the competition in the mind of the consumer

39. Conclusion • Advertising agencies: • How they work, • How they are organized, and • How to choose and use one. • Advertising strategy: • How to think about what the ads are trying to do, and • Understanding the people they are aimed at. • How good advertisements can be created.

40. conclusion • Media: • What is available, and • How it is bought, • Sold and • Planned. • Putting a campaign plan together. • Judging advertisements and evaluating campaigns. • The law, regulation and self-regulation • Advertising internationally دوليا and globally • If we have time – The relationship between advertising and the economy and society

41. Summary • Advertising is a core part of many companies’ marketing mix: the activities that link a brand to its market and its consumers or customers • Traditionally, media advertising has taken the lion’s share of marketing communications budgets, at least for most consumer goods companies, since it is a cost-effective means of reaching large numbers of people.

42. Summary • As media and markets have fragmented, however, other forms of communication are gaining importance, and advertising is increasingly seen as just part of an integrated communications programme • As such, advertising works together, and integrates with, a variety of other forms of communication.

43. Questions for discussion • Is advertising becoming more or less important to companies? Why should this be so? • How might the marketing mix differ for a brand of frozen food, a charity and a bank? Thank You