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Marketing Management 105ADVERTISING
Roy Dominic Damasco
Main Text Book Sources:Second Edition
Contemporary Advertising COURTLAND BOVÉE / WILLIAM F. ARENS
Fourth EditionAdvertising and Promotion
An Integrated Marketing Communications PerspectiveGEORGE BELCH / MICHAEL BELCH
ADVERTISING
House Rules1. Respect one another.2. No Phones. Turn it off or put in silent mode.3. Anything you miss when late or absent, you cannot retake.4. Request for extra credits is welcome.5. 2 times late = 1 absent.6. 6 unjustified absences = Incomplete/Drop/Fail
HOUSE RULES
1. Listen to lectures2. Participate in discussions3. Read Lessons4. Be on time
EXPECTATIONS
• Definition, Classifications, and Functions of Advertising• Integrated Marketing Communication• Consumer Behavior• Advertising Media• Developing, Planning, Strategies• Monitoring, Evaluation, and Control of Programs• Advertising Regulations• Ethical, Social, and Economic Aspects of Advertising• International Advertising and other Special Types of
Advertising• Advertising Trends• Online Advertising
ADVERTISING
1. What are the 7P’s and 1 C of Marketing? P2. P3. P4. P5. P6. P7. P8. C
FIRST QUIZ!!!
9. And 1010. Give 2 examples of commonly used Marketing Programs/Tools11. and 1212. What do Marketing Satisfy to Customers 13. And 1414. Give 2 examples of market segments15. And 1616. Give 2 examples of Media platforms used in advertising
FIRST QUIZ!!!
1. Positioning2. Product3. Place4. Promotion5. Packaging6. People7. Price8. Customer
FIRST QUIZ!!!
9. Advertising, Market Research, Public Relations, Promotions, Sponsorships10. TV/Radio Commercials, Surveys, Posters, Banners, Flyers, Sale promo, Coupons, Discount schemes, Motorcades, Celebrity Sponsorships, Contest Sponsorships11. Needs, Wants12. Demands13. Behavioral, Demographic14. Geographical15. TV, Radio, Print16. Internet
FIRST QUIZ!!!
Definition:Advertising is the
communication of information, persuasive in nature, about products, service, or ideas by identified sponsors though various media.
ADVERTISING
Marketing Function
– Most prevalent function of Advertising
– Advertising serves as a tool to market products services for companies to generate sales and therefore gain profit.
FUNCTIONS OF ADVERTISING
Communication Function
– one of the main objectives of advertising, communicating an idea is the most basic form of advertising.
– advertisements serves as a platform where sponsors communicate their message to their target audience.
FUNCTIONS OF ADVERTISING
Education Function
– people learn about new products and services, their availability, location, and other various information in advertisements.
– It speeds the adoption of new, untried, technologies, in doing so, uplifts the quality of life itself.
FUNCTIONS OF ADVERTISING
Economic Function
– advertising makes people aware of products, services and ideas therefore promoting sales and commerce.
– it promotes competition among companies, as a result, it drives the economy.
FUNCTIONS OF ADVERTISING
Social Function
– it encourages competition among products, making companies continuously improve value for the population therefore improving the standard of living.
SOCIAL FUNCTION
Target Audience Consumer AdvertisingBusiness Advertising
Geographic Area InternationalNational Regional Local
Medium Print MediaRadioTelevisionOnline
CLASSIFICATIONS OF ADVERTISMENTS
Function or PurposeProduct – intended to sell products and services (product
ad)Non Product – intended to sell ideas. (also known as:
corporate or institutional)Commercial – promote products, services, ideas for a
business to make profit.Non-commercial – sponsored by charitable institutions,
civic groups, religious or political organizations;Direct action – intended to bring direct action.Indirect action – intended to build image of a product or
familiarity to a brand name seeking indirect action.
CLASSIFICATIONS OF ADVERTISMENTS
EVOLUTION OF ADVERTISING
EVOLUTION OF ADVERTISING
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