Advertising chapter 1

• MARKETING - is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objective (Kotler & Keller, 2005).
• MARKETING - is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objective (Kotler & Keller, 2005).
• MARKETING - Marketing is a management process which is responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing).
• The 3C’s of Marketing

  Company, competition, customer
• COMPANY - The one responsible to earn profit for the business.
• COMPETITION - The company must always be aware that there are competitors in the market. The competition can either be direct or indirect.
• CUSTOMER - The customer should be the center of all the marketing efforts of the company. The company’s responsibility is to satisfy the needs and wants of the market, which is the customer.
• 7P’s of Marketing

  Product, pricing, promotion, placement or distribution, people, physical evidence, progress
• PRODUCT - This refers to the actual good or service, and how it relates to the end user’s needs and wants.
• PRICING - This refers to the process of setting a price for a product, including discounts.
• PROMOTION - This refers to the communication between the seller and the consumers, for example advertising, sales promotion, publicity and personal selling.
• PLACEMENT OR DISTRIBUTION - This refers to the process of how the product gets to the customer; for example, point of sale placement or retailing.
• PEOPLE - These are the employees, customers or those who are directly or indirectly involved in consuming or producing the goods or services.
• PHYSICAL EVIDENCE - This can be the facility design, equipment or signage. For example, when walking in a hotel, a customer expects to find the premises clean, the place cozy and staff friendly.
• PROCESS - This is the flow of activities or steps and level of customer’s involvement. For example, a customer can walk in a fast-food shop and order a hamburger and get it serve within two

  minutes.
• Advertising -  is the paid form of

  non-personal presentation and

  promotion of ideas, goods, or

  services by an identified

  sponsor. 
• Purpose of Advertising 1.To promote ideas about goods and services. 2.To create interest in goods and services. 3.To create awareness about goods and services. 4.To create sale.
• 3 Functions of Advertising

  Social function, psychological function, economic function
• SOCIAL FUNCTION – (NON-COMMERCIAL ADVERTISING) - The main goal of non-commercial ads is not to sell a product or service but to raise awareness about an issue, collect funds for a cause, or promote an idea. Examples include the fundraising campaign of an NGO, a government-sponsored public health awareness campaign, and electoral ads of political parties.
• PSYCHOLOGICAL FUNCTION - Psychological Motives of human beings. The psychology of advertising focuses on building empathy towards a product or service to help you become more inclined to buy or use it.
• ECONOMIC FUNCTION - Companies spend money on advertising because it increases sales of existing products, helps grow adoption of new products, builds brand loyalty, and takes sales away from competitors. 
• 5 Types of Advertising

  Informative advertising, persuasive advertising, comparative advertising, reminder advertising

  Reinforcement advertising
• INFORMATIVE ADVERTISING -Ads that use information instead of emotion to appeal to potential customers. These advertisements usually include facts about a product that highlight its features. -Pioneering stage of product category. -To build primary demand.
• PERSUASIVE ADVERTISING -Form of product promotion that seeks to persuade a potential customer to purchase a specific product -Competitive stage of product -Build selective demand for a particular brand.
• COMPARATIVE ADVERTISING -Is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor’s -Comparison of attributes of two or more brand
• REMINDER ADVERTISING -Reminder advertising is one of the most traditional and powerful methods of promoting an existing brand, maintaining the long product life cycle, and retaining your loyal customers for the years to come. -Remind people to purchase
• REINFORCEMENT ADVERTISING -Assure current purchase that they have made the right choice.