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Advertising’s Role in Marketing

Advertising’s Role in Marketing. WHAT IS MARKETING?. TRADITIONALLY , MARKETING IS THE WAY A PRODUCT IS DESIGNED, TESTED, PRODUCED, BRANDED, PACKAGED, PRICED, DISTRIBUTED, AND PROMOTED.

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Advertising’s Role in Marketing

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  1. Advertising’s Role in Marketing

  2. WHAT IS MARKETING? • TRADITIONALLY, MARKETING IS THE WAY A PRODUCT IS DESIGNED, TESTED, PRODUCED, BRANDED, PACKAGED, PRICED, DISTRIBUTED, AND PROMOTED. • “AN ORGANIZATIONAL FUNCTION AND A SET OF PROCESSES FOR CREATING, COMMUNICATING, AND DELIVERING VALUE TO CUSTOMERS AND FOR MANAGING CUSTOMER RELATIONSHIPS IN WAYS THAT BENEFIT THE ORGANIZATION AND ITS STAKEHOLDERS.”—AMERICAN MARKETING ASSOCIATION

  3. Key Concepts:The Marketing Concept • MARKETING SHOULD FOCUS FIRST ON IDENTIFYING THE NEEDS AND WANTS OF THE CONSUMER, RATHER THAN BUILDING PRODUCTS THE CONSUMER MAY NOT WANT. (OLD FASHION MARKETING) • TWO STEPS OF THE MARKETING CONCEPT: • DETERMINE CUSTOMER NEEDS AND WANTS THROUGH RESEARCH. • DEVELOP, MANUFACTURE, MARKET, AND SERVICE GOODS THAT FILL THOSE NEEDS AND WANTS—SOLVE CUSTOMERS’ PROBLEMS.

  4. KEY CONCEPTS:DIFFERENTIATION AND COMPETITIVE ADVANTAGE • A BRAND’S COMPETITIVE ADVANTAGE IS WHERE IT’S DIFFERENT FROM ITS COMPETITORS AND SUPERIOR IN SOME WAY. (EG. TCELL TÜM ADADA ÇEKER) • IN MARKETING, THIS CONCEPT IS CALLED DIFFERENTIATION. • AREAS OF DIFFERENTIATION INCLUDE: • PRICE • DESIGN • PERFORMANCE • DISTRIBUTION • BRAND IMAGE • RELIABILITY

  5. A Motorcycle is a Motorcycle…But a Harley is Something Different 5

  6. Types of Markets • A market is a particular type of buyer. • Share of market is the percentage of a product category’s total market that buys a particular brand.

  7. THE MARKETING MIX

  8. THE MARKETING MIX: PRODUCT • CONSIDERATIONS INCLUDE PRODUCT DESIGN AND DEVELOPMENT, PRODUCT OPERATION AND PERFORMANCE, BRANDING, AND PHYSICAL PACKAGING. • PRODUCT DESIGN, PERFORMANCE, AND QUALITY ARE KEY TO A PRODUCT’S SUCCESS. • DESIGN IS IMPORTANT FOR FASHION AND CLOTHING ITEMS • PERFORMANCE IS IMPORTANT FOR CARS AND COMPUTERS • QUALITY IS IMPORTANT FOR UPSCALE BRANDS

  9. THE MARKETING MIX: DISTRIBUTION • THE CHANNELS USED TO MOVE A PRODUCT FROM MANUFACTURER TO BUYER. • TYPES OF DISTRIBUTION: • DIRECT MARKETING TO CONSUMER • CHANNEL MARKETING THROUGH RESELLERS AND RETAILERS • STRATEGIC DISTRIBUTION DECISIONS: • MARKET COVERAGE STRATEGY • PUSH STRATEGIES DIRECT MARKETING TO THE CONSUMER • PULL STRATEGIES DIRECT MARKETING TO RESELLERS

  10. THE MARKETING MIX: PRICING • PRICE IS BASED ON: • COST OF MAKING AND MARKETING THE PRODUCT AND SELLER’S EXPECTED PROFIT LEVEL • ALSO, BASED ON WHAT THE MARKET WILL BEAR, COMPETITION, ECONOMIC WELL-BEING OF CUSTOMER, VALUE OF PRODUCT, AND THE CONSUMER’S ABILITY TO GAUGE THE VALUE • PRICING STRATEGIES: • CUSTOMARY PRICING (E.G., MOVIE THEATERS)- ALIŞILMIŞ • PSYCHOLOGICAL PRICING FOR AFFLUENT CUSTOMERS

  11. THE MARKETING MIX: MARKETING COMMUNICATIONS • INCLUDES PERSONAL SELLING, ADVERTISING, PUBLIC RELATIONS, SALES PROMOTION, DIRECT MARKETING, EVENTS AND SPONSORSHIPS, POINT OF SALE, PACKAGING • PERSONAL SALES USES FACE-TO-FACE CONTACT WITH CUSTOMERS TO CREATE IMMEDIATE SALES • AN AD OR DIRECT MAIL PIECE MAY INVITE A POTENTIAL CUSTOMER TO CONTACT THE COMPANY AND THE SALES STAFF FOLLOWS UP ON THE “LEAD.” • MARKETING COMMUNICATION IS ABOUT “BIG IDEAS” • CREATIVE CONCEPTS THAT GET ATTENTION AND STICK IN MEMORY

  12. TYPES OF AGENCIES • FULL-SERVICE AGENCIES • OFFER ACCOUNT MANAGEMENT, CREATIVE SERVICES, MEDIA PLANNING, ACCOUNT PLANNING, ACCOUNTING, TRAFFIC, PRODUCTION, AND HR • SPECIALIZED AGENCİES • FUNCTION (COPY, ART, MEDIA) • AUDIENCE (MINORITY, YOUTH) • INDUSTRY (HEALTHCARE, COMPUTERS, AGRICULTURE) • MARKET (MINORITY GROUPS) • CREATIVE BOUTIQUES • SMALL AGENCIES FOCUSED ON THE CREATIVE PRODUCT • MEDIA-BUYING SERVICES • FOCUSED ON PURCHASING MEDIA FOR CLIENTS

  13. HOW AGENCY ARE PAID • Commissions • A Percentage Of The Media Cost • Fees • Hourly Fee Or Rate Plus Expenses And Travel • Retainers • Amount Billed Per Month Based On Projected Amount Of Work And Hourly Rate Charged • Performance-based • Based On Percentage Of Sales Or Marketing Budget • Profit-based • Greater Risk If Campaign Doesn’t Have Desired Impact • Value Billing • Based On Value Of Creative Strategy Or Ideas

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