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ADVERTISING 1 POWER OF PERSUASION.pptx
- 1. Welcome to the World of Advertising Power of Persuasion
- 2. Key Terms • Plan • Strategy • Market • Communication • Marketing • Business Plan • Marketing Plan • Product Cycle
- 3. Task of a Marketing Manager Two key tasks of marketing manager : •Determination of specific target markets (STDP) •Marketing management, i.e., manipulation of M-Mix variables to best satisfy the needs of individual target markets.
- 4. Advertising • Advertising: Any paid form of no personal communication about organization goods by identified sponsor.
- 5. Integrated Marketing Communications • A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. • For example, general advertising, direct marketing, sales promotion, and public relations • And combines these disciplines to provide clarity, consistency, and maximum communications impact. • IMC plays a major role in the process of developing and sustaining brand identity and equity.
- 6. Advertising Management • Advertising Management Program: …process of preparing and integrating a company’s advertising efforts within the overall IMC message… •Advertising Strategy •Media Selection •Message Strategy •Appeals •Executional Framework
- 7. An Integrated Marketing Communications Planning Model Develop integrated marketing communications program Budget determination Analysis of the communications process Analysis of promotional program situation Review of marketing plan
- 8. IMC Planning Model Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Review of marketing plan Advertising Sales promotion PR/ publicity Personal selling Direct marketing Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Internet/ interactive Internet/ interactive objectives Internet/ interactive strategy
- 9. Participants in the IMC Process Marketing Communications Specialist Organization Media Organizations Advertiser (Client) Advertising Agency Collateral Services Direct Response Agencies Sales Promotion Agencies Interactive Agencies Public Relations Firms
- 10. Services Provided by Agencies Agency Services The link between agency and client Managed by the Account Executive Research department may design and execute research programs Media department may analyze, select and contract media resources Creation and execution of ads Copywriters, artists, other specialists Marketing Services Account Service Creative Services Marketing Services Account Service
- 11. Creating advertising Planning advertising Producing advertising Performing research Selecting media Sales promotion and training Strategic market planning Trade show materials Package design Planning advertising Creating advertising Producing advertising Performing research Selecting media Strategic market planning Sales promotion and training Trade show materials Package design Full-Services Agencies Full Range of Marketing Communication and Promotion Services Non-Advertising Services Public relations and publicity
- 12. Typical Full-Service Agency Organization Writers Art Directors Traffic TV Produciton Traffic Print Production VP Creative Services Account Executive Account Supervision VP Account Services Media Research Sales Promotion VP Marketing Services Personnel Accounting Finance Office Management VP Management and Finance President Board of Directors
- 13. The Role of Creative Boutiques Creative Boutiques Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques Provide Only Creative Services Full-Service Agencies May Subcontract With Creative Boutiques Other Functions Provided by the Internal Client Departments
- 14. Specialize in Buying Media, Especially Broadcast Time Agencies and Clients Develop Media Strategy Agencies and Clients Develop Media Strategy Specialize in Buying Media, Especially Broadcast Time Media Buying Can Be Specialized Media Buying Services Media Buying Organizations Implement the Strategy and Buy Time and Space
- 15. Commissions Method Cost-Plus Agreements Percentage Charges Fee Arrangements Incentive-Based Payment Commissions Method Cost-Plus Agreements Percentage Charges Fee Arrangements Methods of Agency Compensation Compensation Methods
- 16. Poor performance Poor communications Unrealistic demands Personality conflicts Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Policy changes Poor performance Poor communications Unrealistic demands Personality conflicts Personnel changes Changes in size Conflict of interests Changes in strategy Declining sales Payment conflicts Why Agencies Lose Clients
- 17. Referrals How Agencies Gain Clients Solicitations Presentations Public Relations Image, Reputation
- 18. Strategy Development Generating Publicity Lobbying Public Affairs Damage Control Image Portrayal Strategy Development Generating Publicity Lobbying Public Affairs Damage Control Image Portrayal Functions performed by Public Relations Firms Program Planning
- 19. Planning and Implementing Research Planning and Implementing Research Information Application Analysis and Interpretation Primary Data Collection Qualitative & Quantitative Secondary Data Collection Primary Data Collection Qualitative & Quantitative Analysis and Interpretation Information Application Marketing Research Companies
- 20. Digital Marketing • 167 million videos are watched on TikTok, • 310,000 photos are shared on Facebook and Instagram, • 6,940,000 hours of video are streamed on YouTube.