Matakuliah
Tahun
: G0492 / English for Advertising
: 2005/2006
Advertising and
the Marketing Process
1
What is Marketing
• Advertising Role in the Marketing Plan
• Types of Markets
• Approaching the Markets
2
Marketing
The process of panning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that satisfy the perceived
needs, wants, and objectives of the
customer and the organization.
3
Types of Markets
• Consumer
• Business-to-business/Industrial
• Institutional
• Reseller
4
The Market Strategy
• Undifferentiated/market aggregation
strategy.
• Market segmentation
• Product differentiation
• Positioning
5
Approaching the Market
Scanning figure
3.2. pg. 67
The Process of
Approaching
the Market
6
The Four Elements of Marketing
1.
2.
3.
4.
Product
Distribution
Price
Communication
7
Product
•
•
•
•
Design and Development
Branding
Packaging
Maintenance
8
Tangible and Intangible Product
Characteristics
The Product
Tangible characteristics
• Size
• Features
• Color
• Durability
• Package
•Taste
• Others
Massage Strategy
To represent
The product
Advertising
Massage
Intangible Characteristics
• Style
• Quality
• Image
• Prestige
• Warranty
• Brand Name
• Others
Product Interpretation
And Evaluation
By Customer
9
Creating Package that Communicate
To make packages that grab attention and send a
message, consider these suggestions:
1. Make the package colorful and distinctive.
2. Use a design that underscores the brand image
and send advertising messages.
3. Make the package as functional as possible.
4. Make sure the product package and the
advertising dovetail.
10
Distribution
• Distribution Channels
• Market Coverage
• Storage
11
Channel of Distribution
•
•
•
•
Resellers
Wholesalers
Retailers
Transporters
12
Channel of Distribution
Scanning Figure 3.5. pg. 77.
Push, Pull and Combination Strategies
13
Market Coverage
•
•
•
•
•
Direct Marketing
Indirect Marketing
Exclusive distribution
Selective distribution
Intensive distribution
14
Pricing
• Based on the cost of making and
marketing the product.
• The seller’s expected profit level.
15
Price
The Strategies:
• Customary pricing
• Psychological pricing
• Price Lining
16
Marketing Communication
•
•
•
•
•
•
•
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
Point-of-sale
Packaging
17
Combining Marketing and
Advertising
• Companies do the ad
• Companies hire an agency
Marketing
Tailor the product
Story to a potential
customer
Advertising
Help customers convert
Information into memorable,
Motivating perceptions that
Differentiate between brands
18
Types of Agencies
•
•
•
•
•
•
•
Full-service Agencies
Specialized Agencies
Industry-Focused Agencies
Minority Agencies
Creative Boutiques
Media-Buying Services
Virtual Agencies
19
Organization of Agencies
•
•
•
•
Account Management
Media Planning and Buying
Account Planning and Research
Internal Services
20
How Agency make Money
• A Commission:
the amount an ad agency charges the
client as a percentage of the media cost.
• Fees:
the client and agency agree on an
hourly fee or rate.
21