Marketing and Advertising
-MARKETING is the process of interesting potential customers and clients
in your products and/or services.
The key word in this marketing definition is "process"; marketing involves
researching, promoting, selling, and distributing your products or services.
-ADVERTISING is a paid form of communicating a message by the use of
various media. It is persuasive, informative, and designed to influence
purchasing behavior or thought patterns.
What makes advertising so effective???
-Creative: It delivers the advertising message in a fresh, new way.
-Hard-hitting: Its headline, copy, or graphic element stops readers or
listeners dead in their tracks.
-Memorable: It assures that the audience will remember your business
when they think about the product and/or service you are selling.
-Clear: The message is presented in a concise, uncomplicated, easy-tograsp manner.
-Informative: It enlightens the audience about your business and
products, while giving them important reasons to buy from you.
Tips for advertising***
-Don’t make promises you can’t live up to. Although your ad may
draw more people initially, these people won’t become loyal
customers if you break promises.
-Find out what’s the best features of your product/service and
center your ads around it. How do you stand out from the
competition, what sets you apart?
-Be sure you create a memorable ad and message for your
Product. When ever someone is in the market for a product/service
You want them to think of you first.
Two Main Forms Advertising Takes…
Image advertising: Created by the advertising agency that handles
manufactures accounts. These are the flashy commercials you’re likely to
see on prime-time television.
Ex: A beautifully filmed spot, showing a $75,000 car driving down a country
lane, with leaves blowing, while full symphony orchestra plays in the
background. Arrives to a house with two children waiting, and announces
“Now that you’ve arrived, arrive in style”.
That would be it, no one forcing you to buy the ad, no price is mentioned,
and no one even tells you where the closest dealer is. Image advertising has
one purpose in mind: BRANDING (Getting the name and the attributes of
the product and the company as deep into your brain as possible)
Retail advertising: This type on the other hand would be done by the local
dealer, trying to get you to buy from him/her rather then someone down the
street. These ads won’t be seen during prime-time, rather on local stations
during late-night or weekend shows.
The dealer can’t afford fancy locations or high-priced creative help. Once
he/she has your attention they will beat you over the head with advertising to
encourage you to come in and buy now! Flashing the lowest prices, easy
terms, and hard to resist interest rates. The voice over in these ads may say
something like:
Ex: “hurry in today for best selection” or call right now to arrange a testdrive”.
Who are the Key Players in a Advertising Agency: (Copy only the jobs)
Owners and Senior Management: These people are not involved in day-today operations or individual accounts. They are much too “busy”
Account Supervisor: As the title implies this person supervises the creative
and account service team who is handling the account on a daily basis.
He/she has the last word when it comes to making decisions.
Account Executive: The person who will be selling the account on a daily
basis. This may be the person who originally called and solicited your
business.
Creative Director: Oversees and shapes the entire creative product, for all
media, that is developed and designed. He/she supervises the writers,
designers, photographers, actors, voice talent, and anyone else who
contributes to the final product.
Copywriter: This is the person who brings up a blank computer screen and
fills it with wit, humor, drama, and, above all, sells. This person is given a
fact sheet with project goals and is expected to deliver award-winning ads
every time.
Graphic Designer: These are the people who can work magic with any
product you put them in front of. They are the ones who make print
advertising sparkle with eye-catching unusual graphic elements and
typefaces.
Media Buyer: Very important to the client, the media buyer takes in all the
phone call and organizes all the meetings. They decide the correct media, the
right audience composition, and the very important job of post-analysis.
Types of organizations that use marketing.
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All!!
Corporations: ie Pepsi, Coke, GM etc.
Government: promoting the health plan, politicians during
elections
Hospitals: A Philadelphia hospital, competing for maternity
patients, offered a steak and champagne dinner with
candlelight for new parents. Other hospitals, in an effort to
attract physicians, have installed services such as saunas,
chauffeurs, and private tennis courts.
Schools: University of Delaware
Churches: Many churches are redesigning their service
offering to better meet the needs of their target audience so as
to keep members and financial support.
US Army: A marketing plan to attract recruits.
Postal Service:1993 launch of the Elvis Presley stamp was a
major media event. Fans in Nashville lined up at midnight,
postmasters warned that sales were "first come first served,
no limit", and one post office postmarked envelopes with the
no longer used :Return to Sender--Address Unknown"
message
What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people
involved in buying and using products.
Need to understand:
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why consumers make the purchases that they make?
what factors influence consumer purchases?
the changing factors in our society.
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For
complex decisions). Actual purchasing is only one stage of the
process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined
by the degree of complexity...discussed next.
The 6 stages are:
1. Problem Recognition(awareness of need)--difference
between the desired state and the actual condition. Deficit in
assortment of products. Hunger--Food. Hunger stimulates
your need to eat.
Can be stimulated by the marketer through product
information--did not know you were deficient? I.E., see a
commercial for a new pair of shoes, stimulates your
recognition that you need a new pair of shoes.
2. Information search-o Internal search, memory.
o External search if you need more information. Friends
and relatives (word of mouth). Marketer dominated
sources; comparison shopping; public sources etc.
A successful information search leaves a buyer with possible
alternatives, the evoked set.
Hungry, want to go out and eat, evoked set is
chinese food
o indian food
o burger king
o klondike kates etc
3. Evaluation of Alternatives--need to establish criteria for
evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that
you want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search
phase. Can you think of another restaurant? Look in the
yellow pages etc. Information from different sources may be
treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase decision--Choose buying alternative, includes
product, package, store, method of purchase etc.
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5. Purchase--May differ from decision, time lapse between 4 &
5, product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction.
Once the thoughts of a consumer are understood we can then focus
on retentionCustomer Loyalty
Celebrity/Brand Match Game
The use of famous people to represent products/firms has grown in recent years. A good
match between the celebrity endorser and brand can mean millions of dollars. In this
exercise, students are asked to identify the products associated with a celebrity (or vise
versa). The students are asked whether it is a good match and why or why not. This game
leads naturally into a debate about whether using celebrities is a good way of stimulating
brand appeal.
http://listverse.com/people/top-10-celebrity-commercials/
http://www.youtube.com/watch?v=uE7ipDb_Jvc&feature=related
TOP 10 SLOGANS OF THE CENTURY
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Diamonds are forever (DeBeers)
Just do it (Nike)
The pause that refreshes (Coca-Cola)
Tastes great, less filling (Miller Lite)
We try harder (Avis)
Good to the last drop (Maxwell House)
Breakfast of champions (Wheaties)
Does she ... or doesn't she? (Clairol)
When it rains it pours (Morton Salt)
Where's the beef? (Wendy's)
HONORABLE MENTIONS
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Look Ma, no cavities! (Crest toothpaste)
Let your fingers do the walking (Yellow Pages)
Loose lips sink ships (public service)
M&Ms melt in your mouth, not in your hand (M&M candies)
We bring good things to life (General Electric)
You deserve a break today (McDonalds)
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Be all that you can be (U.S. Army)
Pepsi Cola Hits the Spot (Pepsi Cola)
M'm, M'm good (Campbell's)
See the USA in your Chevrolet (GM)
I wish I was an Oscar Meyer Wiener (Oscar Meyer)
Double your pleasure, double your fun (Wrigley's Doublemint Gum)
Winston tastes good like a cigarette should (Winston)
It's the Real Thing (Coca Cola)
A little dab'll do ya (Brylcreem)
http://en.wikiquote.org/wiki/List_of_advertising_slogans#Fashion
http://www.tvacres.com/adslogans_a.htm
CREATING ADS
Types of Advertising
Direct mail -- Mail sent directly from you to your customers can
be highly customized to suit their nature and needs.
E-mail messages -- These can be wonderful means to getting the
word out about your business.
Magazines -- magazine can be very useful because it already
focuses on your market and potential customers.
Newspapers (major) - Almost everyone reads the local, major
newspaper(s).
Newspapers (neighborhood) -- Ironically, these are often forgotten
Posters and bulletin boards -- Posters can be very powerful when
placed where your customers will actually notice them.
Radio announcements -- A major advantage of radio ads is they
are usually cheaper than television ads, and many people still listen
to the radio
Telemarketing -- The use of telemarketing is on the rise.
Television ads -- Many people don't even consider television ads
because of the impression that the ads are very expensive.
Web pages -- Using the Web for advertising requires certain
equipment and expertise,
Yellow Pages --The Yellow Pages can be very effective
advertising if your ads are well-placed
Motivators
fear, guilt, greed, exclusivity, sex, love, admiration,
duty, honor, and professionalism.
Select Your Strategic Approach
1. Unique selling proposition
2. Positioning: focus on the differences that
make your product superior.
3. Preemptive: be the first to promote a
feature or use for your type of product or
service.
4. Generic: raise awareness about your type of
product or service generally.
5. Brand Image: feature the personality or
image for your brand.
6. Emotional: use ambiguity or humor to spark
an emotional response.
7. Resonance: use a situation or lifestyle to
inspire feelings of recognition or connection.
Add an Element That Persuades
• Social proof ("Over 2 billion sold.")
• Commitment and consistency ("Creating a
standard of excellence.")
• Liking ("There's a hero in all of us.")
• Authority ("Four out of five dentists agree.")
• Reciprocation ("Call for a free copy.")
• Scarcity ("Act now because supplies are limited!")
EXAMPLE OF AN ADVERTISING PLAN:
http://advertisingprinciples.com/docs/ESAPManual.pdf
Ad Tricks
http://www.glencoe.com/sec/science/cgibin/splitwindow.cgi?top=http://www.glencoe.com/sec/science/top2.ht
ml&link=http://pbskids.org/dontbuyit/advertisingtricks/betheaddetecti
ve_1.html
TOP ADS
http://www.youtube.com/watch?v=nhqDi322s_Q&feature=related
http://www.youtube.com/watch?v=tzCuOpIMh30&feature=related
http://www.youtube.com/watch?v=xRFdSomAP8c&NR=1
http://www.youtube.com/watch?v=870TqORDZSs&feature=related
http://www.youtube.com/watch?v=GHX2mvFVQMs&feature=related
RESEARCH AND DEVELOPMENT:
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New product development
Product improvements
Competitive advantage
Value added
Product testing
Efficiency gains
Cost savings
 Research is the process of finding solutions to a problem after a
thorough study and analysis of the situational factors.
 Research provides the needed information that guides managers
to make informed decisions to successfully deal with problems.
 The information provided could be the result of a careful analysis
of data gathered firsthand or of data that are already available
(in the company).
1.Applied research
 Is to solve a current problem faced by the manager in the work
setting,demanding a timely solution.
2.Basic research (fundamental, pure)
 Is to generate a body of knowledge by trying to comprehend
how certain problems that occur in organizations can be solved.
 The findings of such research contribute to the building of
knowledge in the various functional areas of business.
Why
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is it important for managers to know about research?
Solve problems
Decision making tool
Competition
Risk
Investment
Hire researchers and consultants more effectively
problem statement is a clear, precise, and succinct
statement of the question or issue that is to be
investigated with the goal of finding an answer or
solution.
 Theoretical framework is the foundation on which the entire
research project is based.It is logically developed,described,and
elaborated network of associations among the variables relevant
to the problem situation.
 A hypothesis is a tentative statement that proposes a possible
explanation to some phenomenon or event. A useful hypothesis
is a testable statement which may include a prediction. A
hypotheses should not be confused with a theory.
 Data analysis: the data gathered are statistically analyzed to see
if the hypotheses that were generated have been supported.
 Measurement is the process observing and recording the
observations that are collected as part of a research effort.
 Deduction is the process of arriving at conclusions by
interpreting the meaning of the data analysis results.
 Almost every organization has to engage in research at some
level to stay competitive.
 Companies gather data both from within and outside the
organization.
 The methods used to gather,analyze,and synthesize information
from the external and internal environments are becoming
increasingly sophisticated to the immense scope of computer
technology.
Public Relations:
-Definition?
-Difference between PR, Publicity, and Advertising?
-What is its goal?
-When is it used?
-What Methods tools does it use?
-Some Myths regarding PR?
-How has it changed overtime?
ANSWERS:
1. Definition
Public relations are the state of the relationship between the public and a
company or other organization or a famous person. Using the news or business
to manage the flow of information.
2. Difference between Pr, Publicity and Advertising
Publicity is only one aspect of public relations and unlike advertising; it’s free,
more credible and more likely to have an impact on the reader, listener or
viewer.
3. What’s its goal?
Its goals are to create, maintain, and protect the organization's reputation,
enhance its prestige, and present a favorable image.
4. When is it used?
It’s used when the company wants to market their product without having to pay
designers, content writers and a creative director. To retain customers, to
expand it's base.
5. What method tools does it use?
Some Tools are press releases, photographs, studies, interviews, written
speeches, and email. Newsletters, media tours, sponsors, media relations,
6. Some myths regarding PR
Some myths are press releases don’t work, editors want to be wined and dined,
snail mail is awful, and getting publicity is a matter of luck and timing. Any press
is good press. Only bad products need publicity. Once you break through you're
gold.
7. How has it changed overtime?
Social media, blogs, and other self-publishing tools spark an explosion of content
and voices ⎯ at a scale and pace we have never seen before. Therefore, PR
professionals today are drowning in an endless sea of online voices. Their job
has become exponentially harder now that the medium of the Internet has
become the media.
Scenario:
-The media has just discovered that your product is dangerous for
young children, what message will you put out to the public?
-Your company has a new product being released, what type of
message will you post on your website regarding it?
-What type of charity would you support which would but your
company in the best public eye?