Advertising overview includes discussion of branding

1. AdvertisingAdvertising
MKTMKT00350035

2. The Text
M: AdvertisingM: Advertising
Arens, Schaefer,Arens, Schaefer,
WeigoldWeigold

4. • About YOUYOU
• About MEME
• The Syllabus
•Charging Boldly Ahead!Charging Boldly Ahead!
Tonight’s Agenda

5. Around the Room:Around the Room:
Why Are You TakingWhy Are You Taking
This Course?This Course?
About YOU

6. About ME
 BA in Communications;
Advertising Minor
 MBA in Marketing
 20 Years In Corp. America
 Started Career as Recruiter
 Marketing/Sales Background
 Launched Chazin Group in ‘04
Contact me:
Tel: (201) 683-3399
Email: Ethan@TheChazinGroup.com

8. What I DoWhat I Do
 Job Search Strategies
 Interviewing &
Networking
 Career Coaching
 Life / Work Balance
 Business Owner Coaching
 Human Capital
Development
 Professional Development
 Salary Negotiations

9. Chapter 1:Chapter 1:
Evolution ofEvolution of
AdvertisingAdvertising

10. CHANGE

11. What’sWhat’s
Advertising?Advertising?

12. Advertising is the structured and
composed non-personal
communication of information, usually
paidpaid for and usually persuasivepersuasive in
nature, about products (goods,
services, and ideas) by identifiedidentified
sponsorssponsors through various media.
What Is It?

13. Advertising’s Functions
 Identify products and differentiate from
competitors.
 Communicate info about the product.
 To induce consumers to try your stuff.
 To stimulate the distribution of a product
 Increase product use.
 Build value, brand preference & loyalty.
 Lower overall cost of sales.

17. The Ad CampaignThe Ad Campaign

18. The Ad Campaign
 Create / place strategic communications
unified by core theme/message.
 Communications are intended to
promote a brand, product, service,
organization or idea.
 Messages designed to resonate with a
group (target segment.)
 Campaigns have specific objectives
 Messages appear in various media.

19. • PSA: Ad serving public interest
• Goods: Tangible stuff
• Services: A bundle of benefits
• Ideas: Economic, political, religious, etc.
• Products: the particular good or service
a company sells
Ad Campaigns for…

20. Speaking of PSAs…Speaking of PSAs…

24. TheThe AdAd PlanPlan

26. Advertising’sAdvertising’s
EvolutionEvolution

27. Advertising’s Timeline
 By 1275: Chinese invent paper & Europe
has a paper mill.
 1440’s: Johannes Gutenberg invents
printing press.
 1472: 1st
English print ad
 1704 Boston newsletter begins carrying
ads.
 @ 1730 Ben Franklin father of American
advertising develops modern print ad.

28. Advertising’s Timeline
 1700s-1800s: Industrial Revolution beings
in Europe spreads to North America.
 Mass consumption REQUIRED to match
mass production.
 1841: Advertising begins in America when
Volney Palmer sets up business in
Philadelphia.
 1869: Francis Ayer forms NW Ayer forms 1st
agency to charge a fee based on ‘net cost
of space’ and conduct market survey.

29. Advertising’s Timeline
 1920s: Birth of Radio as 1st
broadcast
medium and spawns music, drama, sports
content for the masses and advertisers
reach national consumer audience.
 1923: Claude Hopkins copywriter writes
Science of Advertising.
 Brand proliferation & product
differentiation.
 1950s: Post-WWII US explosion, market
segmentation and positioning begins.
 Rosser Reeves introduces the idea of USP.
 Post-Industrial Age.

30. What’s MarketingWhat’s Marketing

31. Marketing is 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.
What’s Marketing?

32. Marketing Mix
 5Ps: Product (Packaging),
Pricing, Placement, People,
PromotionsPromotions.
 2Is: Individualization &
Interactivity.

33. • Product.
• Price.
• Place
• Packaging.
• Promotion.
•Community.Community.
•Branding.Branding.
Internet Marketing 5P-CB Mix
NEW!NEW!
TRADITIONALTRADITIONAL

34. INTERACTIVITYINTERACTIVITY
INDIVIDUALIZATIONINDIVIDUALIZATION
Internet Marketing 2I Mix
NEWNEW

35. What is…What is…

36. “Internet marketingInternet marketing is the process of
building and maintaining customer
relationships through online activities
to facilitate the change of ideas,
products, and services that satisfy the
goals of both parties.”
A Definition

37. ThisThis 77 Stage Process includes:Stage Process includes:
• Frame/identify the market opportunity.
• Create the marketing strategy.
• Design the customer experience.
• Create the customer interface.
• Design the marketing program.
• Get customer information using technology.
• Evaluate program results.
Internet Marketing Process

38. Screen-to-Face Interface

39. The 4 Stages of
Customer Relationships

40. • Awareness.
• Exploration/Expansion.
• Commitment.
• Dissolution (80/20 Rule).
4 Stages of Customer Relationship

41. • FrequencyFrequency of the connection with
customers: How often do you engage
your customer?
• DepthDepth of the contact: How thoroughly is
your customer using your website?
• ScopeScope of the connection: How many
different points of contact does the
customer have with the company?
3 Stages of Customer CONNECTION

42. What’sWhat’s
Marketing?Marketing?

43. ““Marketing is the process ofMarketing is the process of
planning and executing theplanning and executing the
conception, pricing, promotion, andconception, pricing, promotion, and
distribution of ideas, goods, anddistribution of ideas, goods, and
services to create exchanges thatservices to create exchanges that
satisfy individual andsatisfy individual and
organizational goals.”organizational goals.”
A.M.A Definition

44. TheThe MarketingMarketing PlanPlan

45. Marketing Plan
“THEME”
CategoryCategory StrategyStrategy
Target Market
Positioning Statement
Offering to customers
Price Strategy
Distribution
Sales Strategy
Service Strategy
Promotion Strategy
Marketing Research
Any other component of your
marketing plan