Download The Art of Marketing

The Art of Marketing
Tasha
Brendan
Kiesha
Christopher
Megan
The Fundamental Roles of
Marketing
To sell the product that a business makes
 To manage the brand or brands of the
product

Marketing includes
Research
 Development
 Sales
 Distribution
 Advertising
 Promotion

Branding
This is creating an image for your
 The three fundamentals of branding are:

A brand name
 Logo or trademark
 Slogan

Brand name
This name is to distinguish your product
from other competitors’ products
 Most important part to identifing the
product

Logo or trademark
When the name of the brand is combined
with a special symbol
 This is used to make consumers aware of
the product
 For example:


Nike
Slogan
This is the catch phrase that is attached to
the company’s name and logo
 For example:


McDonalds catch phrase is “I’m loving it”
Marketing Concepts

Marketing is divided into two main
concepts, the product concept and the
marketing concept.
Product Concepts:

Marketers can answer questions about
firm’s internal operations. These questions
can be about what the company should
make or sell as their product, what price
will generate more profit, where and how
will they sell the product, advertising and
promotion. Product concepts basically
answers the four P’s of marketing
Marketing Concepts:

Market concepts are when the company
works with the external environment. They
work with the external environment by
looking into the competitive market and
the consumer market.
The Consumer Market:



Characteristics of people who buy the products
and or service of a company or business
establishment this is controlled by the
consumers demographic and life styles
Demographics of the consumer market are: Age,
Gender, Family life cycle, Income, Ethnicity and
culture.
Life Styles of the consumer market are
controlled by values belief and motivation
The Competitive Market:

Other business establishments or companies
that compete for consumer dollars this is divided
into two different markets there is Direct
Competition in which other sellers of a similar
product or service compete with the company or
establishment compete for consumer dollars,
and then there’s Indirect Competition where
other spending needs draw away customers’
dollars away from the company’s products
The Four P’s Of Marketing

Productive marketing campaigns consider
the four P’s product, price, place and
promotion.
Product:


Considers the quality of the product because
better quality makes better business how ever
those who can meet the consumers’ needs with
a lower quality and cheaper price will also stand
a chance for a successful business.
Design, shape and colour of the packaging will
attract attention of consumers if the details and
design are made attractive to the eye
Product:


Features, product developers consider the
features of the products, the materials used to
make the product, the sent, the size and the
taste
Benefits, people buy most products and services
for a particular purpose. Each product or service
has benefits that attract different consumers.
Consumers but perceive these benefits in order
to be interested enough in the product or service
to buy it.
Price

Pricing is what can decide wither the
product or service is a success or failure.
The product or service can be top quality
but if the price is to high it wont sell.
Consumers are very price aware in
modern days its also important to not drop
the price to low other wise you wont
generate a profit.
Place: (Channels of Distribution)

Channels of distribution are the path ways of the
ownership the products and services follow from the
producer to the consumer. There are three channels of
distribution.



Direct: The business that produces the product sells it directly to
the consumer which allows for direct communication between
the producers and the consumers.
Indirect: The business that produces the product sells to an
intermediary who then sells the product to the consumer this can
be a retailer, importer, or wholesaler intermediary’s ass to the
cost of the product
Specialty: The consumer buys from a place other then a retail
store like a website or catalogue
Promotion




Promotion is an attempt to sell a product by encouraging
consumers to buy a product by using things like
coupons, contests and premiums, samples and special
events
Coupons; Used to offer consumers money off of a
products price
Contests; An exciting way to increase business
recognition and sales. Businesses are by law required to
organize contests so that anyone can enter and they
cannot require consumers to buy a product in order to
enter.
Premiums; Are giveaways a consumer gets with the
purchase of a product, premiums can be un related to
the product.
Advertising

Rules to a good advertisement include:
Humour
 Creativity
 The brand name


Even if an advertisement is really funny or
interesting, it is ineffective if you can’t
remember the name of the product being
sold.
An Example

The Apple Computer advertisement called
“1984” that introduced the Macintosh onto
the market during the 1984 Super Bowl
had thousands of customers looking for
Macs the day after it aired.
How to Create a Successful
Advertisement
1.
Attract Attention
2. Gain Interest
3. Build Desire
4. Get Action
Attract Attention
You should have a headline that
introduces the brand
 Seven words or less, as that is easier to
remember
 Your headline should introduce the rest of
the ad


Sprite: Obey Your Thirst
Gain Interest
Should be simple and easy to read
 The message should be clear and direct
 Do not try to be funny right off the bat
 Have a good image/decriptive words

Build Desire

Set up a problem that your product solves

Sprite created an ad where someone was
very thirsty. A cold bottle of Sprite solved the
problem.
Add benefits with each line and describe
them thoroughly
 Repeat brand names often

Get Action
Summarize reasons to buy
 Have logo, brand name, slogan, and
contact information prominently placed in
your ad
 Print and broadcast messages should
repeat a phone number or simple web
address
 Limited time offers encourage buying now

Types of Advertising

Advertising
Always positive
 Company pays for this


Publicity
Can be positive or negative
 Free
 More believable
 Public Relations firms are hired to control this

Kinds of Advertising

Direct-to-Home
 Out-of-Home
 Radio
 Television
 Newspaper,
magazines
 Internet
Direct-to-home
Comes to your home
 Flyers, catalogues, ads on the internet
 Consumers do not ask for this
 Usually discard immediately

Out-of-Home
Supposed to be received while out of the
home
 Billboards, buses, subways, transit
shelters
 Billboards can reach 100% of traffic
 Attract commuters to work, school,
shopping, and entertainment

The Other Forms
Radio is a “go anywhere” medium
 Effective radio ads use words and sounds
to draw consumers in
 Television uses words, sounds, and
images
 TV ads are most expensive
 A large percentage of viewers will
remember the ad itself.

The Other Forms
Small businesses use classifieds
 Magazines reach target audiences well
 Magazines offer colour ads
 Spamming is unwelcome, but subscribers
welcome it
 There are three types of internet ads:


Banners, official websites, email
Types of Advertising

Reach: The number of people exposed to
a message


Billboards reach 100% of commuters
Frequency: The number of times an
audience will receive the messages

You must pay for each slot
Types of Advertising

Selectivity: The ability to focus on a target
audience


Magazines are very specific
Durability: How long the advertisement
stays around.

Commercials last about 30 seconds,
newspapers last a day
Types of Advertising

Lead-Time: How quickly the ad can be run


Mechanical Requirements: How complex
the creation of an ad is


Radio ads are almost instantaneous
Radio ads require very little mechanical work
Clutter: The competition for an audiences
attention

You wouldn’t want to stick a commercial in
between 6 other commercials
The Two C’s

Competitive:
The Competitive Market consists of all the
sellers of a specific product, and is expressed
most often in terms of the total dollars spent
annually on this product.
 Market Share is the percentage of the market
that a company or brand has.
 A Marker Segment is a part of the overall
market that has similar characteristics.

Competitive
Indirect Competition is competition that isn’t
directly related between two subjects.
 Discretionary Income is the money a receiver
gets after deductions.
 Disposable Income is used to pay for
necessities.
 Products that are very similar are in Direct
Competition.

The Two C’s

Consumer:
Consumer Market is all the potential users of
a product or Service
 Demographics are the studies of obvious
characteristics that categorize human beings.
 A Gatekeeper is a person who makes buying
decisions for others.
 Lifestyle is the way people live, which
includes their values, beliefs, and motivations.

Marketing Research
Marketing research is the collection and
analysis of information that is relevant to
the marketing strategy.
 There are many kinds of marketing
research consisting of; consumer, market,
motivation, pricing, competitive, product,
and advertising.

The Types of Marketing Research
Consumer research discovers what type of
product consumers want and predict the
overall sales potential for that product.
 Market research identifies specific groups
of consumers who would use a particular
product or service.
 Motivation research examines both the
emotional and the rational motives that
influence our buying decisions.

The Types of Marketing Research




Pricing research helps the marketer determine if
the company can sell product for a competitive
price and still make a profit.
Competitive research looks for opportunities in
areas where competition is weak or absent and
determines what competitors want.
Product research examines each detail of a
product or service and analyzes the impact
these details might have on the market.
Advertising research provides information on the
most effective way to get a message about a
product to potential consumers .
Collecting Data
Secondary data is information that had
been collected by other people. This can
be collected from websites, databases,
books, periodicals, indexes, and
professionally prepared marketing
research reports.
 Primary data is information that
researchers collect and analyze for a
specific purpose.

Surveying
Surveys are a good way for business to
collect data from potential consumers.
 Surveys usually consist of closed-ended
questions, (yes and no, agree and
disagree, or choose a, b, c, or d)
 Open ended questions require the
surveyor to develop their own answer.
(What is your favourite brand of clothing?)

Observing


Observations are when researchers watch the
behaviour of people without them knowing they
are being watched. The purpose of observation
is to see how people act in real life situation.
Focus groups are company arranged meetings
of potential consumers. Marketers observe the
group talking about the positives and negatives,
and offer suggestions and criticism to the
product. For payment the company may offer
samples of the product, or a nice dinner, or cash.
ACTIVITY



Each person in the class will team up (groups of
3) to create a marketing pitch to show how much
they have learned from this presentation.
They will be asked to provide a brand name logo
or trademark and a slogan for their product.
For example:




Brand name- McDonald’s
Logo or trademark- The Golden Arches
Slogan- I’m loving it.
Now create an advertisement using what you
have learned from this presentation. Good luck!