MKTG 70

• "DOING BUSINESS WITHOUT ADVERTISING IS LIKE WINKING AT A GIRL IN THE DARK. YOU KNOW WHAT YOU'RE DOING BUT NOBODY ELSE DOES.": 'Stuart H. Britt'
• Marketing


  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
• Advertising


  The paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
• Marketing and advertising are often taken together and used interchangeably, but they are not the same thing
• The 3C's of Marketing


  • Company
  • Competitor
  • Customer
• Company


  The one responsible to earn profit for the business
• Competitor


  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
• Two major factors in marketing

  • The recruitment of new customers
  • The retention and expansion of relationships with existing customers
• The Four P's


  • Product
  • Pricing
  • Promotion
  • Placement or Distribution
• The Additional Three P's

  • People
  • Physical Evidence
  • Process
• Purpose of Advertising


  • To promote ideas about goods and services
  • To create interest in goods and services
  • To create awareness about goods and services
  • To create sale
• Roles of Advertising


  • Marketing Role
  • Communication Role
  • Economic Role
  • Societal Role
• Functions of Advertising


  • Social Function (Non-Commercial Advertising)
  • Psychological Function
  • Economic Function
• Social Function (Non-Commercial Advertising)


  The main goal is not to sell a product or service but to raise awareness about an issue, collect funds for a cause, or promote an idea
• Psychological Function


  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
• 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
• Persuasive advertising


  Form of product promotion that seeks to persuade a potential customer to purchase a specific product
• Comparative advertising


  A marketing strategy in which a company's product or service is presented as superior when compared to a competitor's
• Reminder advertising


  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
• Reinforcement advertising


  Assure current purchase that they have made the right choice
• Advertising is just a single strategy that falls under the marketing umbrella. Marketing also encompasses a ton of other strategies with the goal of getting the word out about your business
• Advertising media


  The various media channels through which advertising is done, used for showcasing promotional content which communicated in various forms such as text, speech, images, videos using TV, radio, online, outdoor etc
• Advertising media plays an essential role in business and marketing for companies
• Types of Advertising Media


  • Print media
  • Outdoor or mural media
  • Direct mail advertising
  • Novelties advertising
  • Dealers aids or point of purchase display
  • Promotional advertising
  • Miscellaneous media
  • Broadcast media
• Print media


  A varied landscape of advertising opportunities that offer the ability to present your brand, product, or message to an audience in a way unlike any other venue
• Examples of Print media

  • Leaflets
  • Catalogs
  • Posters
  • Business cards
  • Booklets
  • Flyers
  • Prospectus
  • Labels
• Newspaper Advertising


  Contains news, opinions, service information, entertainment messages and public materials. Daily newspapers contain two types of advertisements: classified advertising and display advertising
• Advantages of Newspaper Advertising

  • Large readership and a high level of reader involvement
  • Geographical selectivity
  • The cost is relatively low
  • Timely impact
• Disadvantages of Newspaper Advertising

  • Short life
  • Black and white (although many papers are changing to color format)
  • Where people are still illiterate
  • Printing and distributing can be costly
• Outdoor or Mural Media


  Basically useful in capturing those customers who are travelling from one place to another. This gives an opportunity to companies to use outdoor advertising media to create brand awareness by putting large billboards and hoardings above buildings, near streets etc to give maximum visibility
• Types of Outdoor or Mural Media


  • Posters
  • Painted Displays or Metal Displays
  • Wall Painting
  • Electric Light Signs
  • Neon Signs
  • Travelling Displays
  • Van Advertising
  • Banners
  • Railway Station Advertising
  • Sky Writing
  • Sandwich Man
• Advantages of Outdoor Advertising

  • Highly visible and relatively inexpensive
  • 24-hour a day message and located to reach specific target markets
• Disadvantages of Outdoor Advertising

  • Effectiveness cannot be measured easily
  • Posters and hoardings disturb the attention of riders on the road
• Types of advertising media


  • Print Media
  • Outdoor or Mural Media
  • Direct Mail Advertising
  • Novelties Advertising
  • Promotional Advertising
  • Miscellaneous Advertising
  • Broadcast Media
• Opportunities of advertising


  Ability to present brand, product, or message to an audience in a way unlike any other venue
• Written advertising


  Advertising that may be included in the form of newspapers, magazines and etc. They are among the oldest and most effective types of advertising
• Newspaper advertising


  Contains news, opinions, service information, entertainment messages and public materials