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Marketing Function - BIG Lecture [Advertising]

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Strategic Counselor; Rowan University-Associate Professor, Ret.
Strategic Counselor; Rowan University-Associate Professor, Ret.

PowerPoint used for Rowan University BIG lecture. Marketing as it relates to strategic communication.

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Anatomy of Advertising ,[object Object],[object Object],[object Object]
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Portions t aken from…
Portions t aken from…
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Political Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Markets ,[object Object],[object Object]
Ads for Four Types of Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
11 Types of Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
26 Advertising Mechanisms or Techniques ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
26 Advertising Mechanisms or Techniques (more) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
26 Advertising Mechanisms or Techniques (more) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing 101 ,[object Object]
Marketing ,[object Object],[object Object]
What Is Marketing? Marketing is a process used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.
What Is Marketing? Exchange is the core domain for marketing: ,[object Object],[object Object],[object Object]
Marketing Mix ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Marketing Principles
Litwin’s 9 P’s of Marketing = Synergy AKA – The Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
MAC Triad Plus cont. ,[object Object],[object Object]
Strategy vs. Tactic Strategy = why Tactic = what
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Q: IM vs. IMC Integrated marketing links all marketing activities together to achieve a single goal. Integrated marketing communication ties your communication messages together with a consistent look, feel, tone, and message that support your integrated marketing efforts.
The Promotional Mix Promotion is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea . Promotion is the communication function of marketing.
The Promotional Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Core of Marketing is Simple: ,[object Object],[object Object],[object Object]
Implementing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Implementing ,[object Object],[object Object]
Advertising Campaigns Consist of multiple messages in a variety of media that center on a single theme or idea
An Advertising Campaign Marketing Communications Activities Integrated In Different Media Interrelated Over a Time Period Coordinated Centered on a Theme or Ideas
Diffusion Process – AITEA/R ,[object Object],[object Object],[object Object],[object Object],[object Object]
AIDA ,[object Object],[object Object],[object Object],[object Object]
Questions ??? ,[object Object],[object Object]

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Marketing Function - BIG Lecture [Advertising]

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  • 3. Portions t aken from…
  • 4. Portions t aken from…
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  • 16. What Is Marketing? Marketing is a process used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.
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  • 23. Strategy vs. Tactic Strategy = why Tactic = what
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  • 25. Q: IM vs. IMC Integrated marketing links all marketing activities together to achieve a single goal. Integrated marketing communication ties your communication messages together with a consistent look, feel, tone, and message that support your integrated marketing efforts.
  • 26. The Promotional Mix Promotion is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea . Promotion is the communication function of marketing.
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  • 31. Advertising Campaigns Consist of multiple messages in a variety of media that center on a single theme or idea
  • 32. An Advertising Campaign Marketing Communications Activities Integrated In Different Media Interrelated Over a Time Period Coordinated Centered on a Theme or Ideas
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