This was the material I produce for a little workshop I gave to administration students from the Jackson University about Marketing, Advertising and Branding. This student are now in an internship program in Nanjing, China, some of them are about to graduate and they are looking for potential business opportunities, the idea was to introduce them and give them notions about marketing and it importance in order to position a product in the market and compete.

2. The Science
of Sales
Probably you have listen millions of definitions
of what marketing is, the fact is that marketing
is so vast and big that the best way some people find
to define it is to break it in its functions, methods and
results.
Marketing uses as raw material absolutely everything
that defines and give shape to a society, culturally,
economically and socially and make of it a digest-
ible and processable information that later will be
transformed in sales strategies and communication
campaigns.
The best way to understand marketing is to see
it working, marketing is a natural human activity that
is present in every aspect of our life.
Marketing is not limited to only observe and study
how a society functions, in some cases marketing
is so powerful and effective that it can shape entire
communities, defining people’s behavior, modeling
their perceptions and responses.
In conclusion, if what we look for is a definition we
can say in one sentence that:
Marketing is The Science of Sales.
And because of its profound complexity it could
be compared to any of the mother sciences such
as physics, mathematics or chemistry.
Ronald Paredes Graphic Design / www.mundosanto.com

3. As a science marketing is composed by a number
of sub-disciplines that make possible to gather,
Advertising
catalogue, structure and deliver the information in
a coherent way.
Among this sub-disciplines we find, Public Relation-
ship (PR), Sales, Packaging, Distribution, Advertising
and Branding, just to mention a few.
Advertising is a general term that we can use to define
all the different methods in which the marketing
research and strategy becomes a powerful commu-
nicational and sales tool. It is also an administrative
process in charge of delivering messages to the tar-
get audience using the all the available resources in
the most efficient way.
Some of the tools used in advertising to deliver such
messages are:
1- Print Mass Media
Newspapers
Magazines
Books
Flyers
Leaflets
Brochures
Catalogues
Posters
Stickers
2- Broadcasting and Digital Media
TV
Cable TV
Radio
Internet
e-Zines
Viral videos
Podcasts
Ronald Paredes Graphic Design / www.mundosanto.com

4. Guerilla
Marketing 3- Direct marketing
SMS text message
Telemarketing
Door sales person
Mail
Emails
Cupons
P.O.P (Point Of Purchase) materials
4- Exteriors
Banners
Billboards
Flying banner
5- Non-conventional Media
Air ballon
Zepellin
Gobo projectors
Gerilla marketing
All this methods are very flexible since they are
usually determined by trends and new technologies.
Ronald Paredes Graphic Design / www.mundosanto.com

5. In older times branding was limited to just a symbol or
figure designed to differentiate goods with purposes
Branding of ownership. Like branding cattle or sacks of seed
and food. Then later the branding purpose started
to change, in medieval times the hierarchical shields
or coat of arms would be used to represent not only
association with a certain family or a clan, but also it
would have a meaning implicit in the symbology and
design used in it.
A lot of people make a mistake thinking that a brand
is a nice logo to represent your product or service. Yes,
the brand still have a very important role as an identi-
fier and differentiator, but with so many products and
services in the markets it was necessary for branding
to evolve and expand its action.
There is a series of attributes associated with that logo
or label that would shape an image or perception in
the consumer’s brain, or what we call in marketing
terms “Brand Positioning”.
A good or bad perception of your brand is built rely-
ing on different aspects such as:
1- Service
2- Trustfulness
3- Quality
4- Promise
To understand better the concept of Branding we can
use an practical example.
Look at yourself in the mirror, you face, your body, all
your aspect would be your logo or label. That is the
first thing that people will see on you, like a product
in the supermarket shelf.
The way how you want to be perceived will depend
on how you present yourself with the right crowd.
Ronald Paredes Graphic Design / www.mundosanto.com

6. Now that you were able to catch people’s attention
and get them to listen to what you have to say (sell)
then is when you personality comes in to the game.
- Are you obnoxious or a kind person?
- Do you know how to create a comfortable
environment for a conversation or are you self cen-
tered and arrogant?
- Do you keep your promises?
- Are you ethical and professional?
This are the attributes that will define you as a brand,
positioning you, your product or your service, in the
consumers mind in a determined way.
When the branding have been handled in the right
way then the miracle happens, something wonder-
ful, your product is naturally settled in the consum-
ers mind, now choosing your brand is an instant re-
sponse. A reflex.
When you think of coffee, you think: Starbucks
When you think of digital music, iPod comes to mind
Thirsty = CocaCola
Hungry = McDo
Internet search = Google
…and list goes on.
And then it gets even better, you brand name could
even become a generic identifier or a new word in
our vocabulary.
Now we can get “googled”
Thats is the final goal of branding, drag people to your
product in an instinctive way and hold that position
in the consumer brain.
Ronald Paredes Graphic Design / www.mundosanto.com

7. Creativity This probably the most misunderstood part of the
and Design
process. Graphic designers, Art directors and Crea-
tive directors are very often disregarded as bohemian
people with talent for pretty drawings and the ability
of putting words together.
The truth is that the creative staff hold one of the big-
gest responsibilities in the process, in their hands to
produce the final product, the printed materials,or
the TV spot that will communicate the message and
at the end sell the product.
In order to create this material the creative staff have
to take all the digested information delivered from
the marketing research, branding guidelines and ad-
vertising strategies and decode all this information
into images, words and graphics that will relate effec-
tively to the right target consumer.
Understanding how human brain process different
kind of stimuli is very important for an effective com-
munication. How we respond to certain colors, smells,
tastes, how to visually or aurally excite the brain to
make you feel hungry, thirsty or even in love, are all
part of the knowledge considered to produce the fi-
nal piece.
Graphic design should never be mistaken as “art”, the
process of conceptualization and graphic design have
nothing to do with art. Even when the same knowl-
edges, concepts and creative process used in art are
used in graphic design there is still a big difference.
The graphic design and copywriting products are a
powerful communicational tool created under cer-
tain parameters, with a very specific purpose.
Ronald Paredes Graphic Design / www.mundosanto.com

8. A well oiled
From marketing, advertising, branding until the final
design product, every aspect of the process have to
machine
work as a well oiled machine, every single part of the
process is very important and must be carefully stud-
ied to get the best results. All the parts involved must
support each other.
As a marketing manager understanding the implica-
tions of all the process until the final product would
give them the ability of give a better guidance to
what it need to be said about the product to be sold,
as it is also important for designers and creative direc-
tors to acknowledges the advantages of understand-
ing marketing and its infinite resources.
Its all about how to get there
Understanding the market is the only way to put your
product in the competition, a lot of managers and
business owners still underestimate the importance
of marketing.
One of the firsts questions we face when we have an
idea to create a new product or service is “would it be
popular?” or “who would want to pay for this?”.
Marketing can answer those questions digging in the
very core of the society. the market is not always in
the street, sometimes is mandatory to go deeper in to
people’s mind to find the essence of the market.
Ronald Paredes Graphic Design / www.mundosanto.com

9. What they want?,
How they want it?
When they want it?
Why they want it?
How much it worth for them?
Are they willing to pay it?
Is it the right time?
Is it the right place?
There is no doubt that innovation is the riskiest of the
businesses, nothing is for sure and every step is an ex-
ploration, but also it must be considered that ONLY
thru innovation we can create new markets or even
better create new necessities, this also encourage the
creation of new technologies. Some of the most im-
portant development in the history of humanity are
results of successful marketing strategies.
Almon Brown Strower (1839 - 1902)
Henry Ford wanted to optimize his production line
so he could produce more vehicles in less time, this
would reduce costs, making his product more acces-
sible and of course easier to sell. The first industrial as-
sembly line was born changing forever the industrial
process in all the world.
Almon Brown Strower (1839 - 1902)
Born in New York, worked as teacher, volunteer cav-
alry during the American Civil War and later opened
a business as undertaker. Strowger’s undertaking
business was losing clients to a competitor whose
telephone-operator wife was intercepting and redi-
recting everyone who called him, convinced that it
should be subscribers, rather than the operator, who
chose who was called he invented the telephone dial
disk in 1888 and patented the automatic telephone
exchange in 1891.
Ronald Paredes Graphic Design / www.mundosanto.com