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Transcript
The Marketing of Advertising Marketing and Advertising Marketing- the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods and services to create exchanges that satisfy the perceived needs, wants and objectives of individuals and organizations. Advertising’s role is to inform, persuade, and remind customers of the need-satisfying value of the goods. The 4 P’s of Marketing Product Price Place Promotion The fifth P is positioning- the way a product is marketed in a consumer’s mind Advertising deals with Promotion and Positioning. Marketing and Advertising Target market-a particular segment of the population at which marketing efforts are aimed. Target audience- particular group at which ads are aimed 2 types of audiences Consumers Businesses Consumer Market Most of what we see is directed toward this market Retail ads Public service announcements (PSA’s) Industrial (Business) Markets Businesses also consume goods and services Business to Business (B2B) Types of B2B Trade advertising Professional advertising Retailers, wholesalers, dealers Teachers, lawyers, doctors etc Agricultural advertising farmers Where does B2B advertising take place? Business publications Professional journals Direct mail Trade shows Integrated Marketing Communications (IMC) The process of using promotional tools in a unified way so that a synergistic communications effect is created. ( A unified campaign with a single message) http://www.entarga.com/mktgplan/imc.htm Advertising History Pre- Industrial Age (up to the 19th century) Signs outside of stores Developments Paper (Chinese 1200’s) Printing Press (Germany, 1440’s) Posters, handbills, signs, newspapers 1472-first ad in English (prayer book) 1600’s first newspaper ad (reward for stolen horses) Ben Franklin- the father of advertising art First American to use illustration in ads Advertising History Industrializing Age (19th century to end of World War I) Primarily done by wholesalers Price currents-let retailers know about supply sources and distributions schedule) Retailers advertised directly to consumers Ad Profession started in 1841 in Philadelphia (Volney B Palmer) Contracted with Newspapers for ad space and then resold it to advertisers for a profit. Advertising History US’s oldest ad agency- N.W. Ayers & Sons Planned, created and executed ad campaigns Developments Photography Telegraph, telephone, typewriter, phonograph, and motion picture Magazine advertising Advertising History Industrial age (post WWI through 1970’s) Product differentiation became the norm USP (unique selling position) focus ad on features that differentiate it from competitors’ Market segmentation-searching for unique groups of consumers Shift from product features to brand image Advertising History The positioning era-what is important is how the brand ranks in the consumer’s mind The UnCola (7up) Think Small (Volkswagen) We’re only #2 (Avis Rent a Car) Advertising History Post Industrial age (1980’s) De Marketing-using advertising to slow the demand for products Tobacco Energy consuming products Political candidates Opening up of markets Mega mergers-buying companies up to be able to compete globally Advertising History Downsizing Result of economy slowing down Advertising budgets were reduced Advertising went back to the basics Advertising History Global Interactive Age (last 15 years) More foreign advertising Eastern Europeans and China New Technologies Cable TV Satellite receivers Now advertisers can reach a very select audience (ex. Home and garden TV) Advertising History Much more interactivity among consumers Can research products A return to the thought that advertising should be less about entertainment and more about helping the advertiser SELL its product