Marketing fundamentals

Advertising & Integrated Marketing Communications

Advertising & Integrated Marketing Communications

Prof. Lucia RenwickMondays 4-7 p.m.

Prof. Lucia RenwickMondays 4-7 p.m.

Welcome & IntroductionsWelcome & Introductions

• Introductions (student & faculty bios)• Review:

• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing

• Introductions (student & faculty bios)• Review:

• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing

IntroductionsIntroductionsYour Professional Bios: Have a few versions of different lengths; a simple one

sentence bio, a 100 word bio and a 250 word bio. Essentially your bio should answer these 4 questions:

1) Who you are2) Your expertise3) How you can help them attain their goal4) How to contact you

Introduce yourself as if you’re meeting a stranger. Lead with your name. People need to know who you are before they hear what you’re about. Immediately state what you do. Your most important details should go in the first sentence because people rarely read more than the first and last sentence. (Source: http://themarketingguy.wordpress.com/2008/11/04/tips-for-writing-your-professional-bio/)

Your Professional Bios: Have a few versions of different lengths; a simple one

sentence bio, a 100 word bio and a 250 word bio. Essentially your bio should answer these 4 questions:

1) Who you are2) Your expertise3) How you can help them attain their goal4) How to contact you

Introduce yourself as if you’re meeting a stranger. Lead with your name. People need to know who you are before they hear what you’re about. Immediately state what you do. Your most important details should go in the first sentence because people rarely read more than the first and last sentence. (Source: http://themarketingguy.wordpress.com/2008/11/04/tips-for-writing-your-professional-bio/)

IntroductionsIntroductionsYour Professional Bios: Touch upon your most important

accomplishments, but don’t list them. A bio is not a resume. It is a quick summary of who you are. Talk in the third person as your bio is something other people use to describe you.

Add a little personal background and levity are important.

Include your contact information. You should have a line in your bio that makes it easy for people to contact you. Stick to the norm and put your contact info in the last sentence.

Your Professional Bios: Touch upon your most important

accomplishments, but don’t list them. A bio is not a resume. It is a quick summary of who you are. Talk in the third person as your bio is something other people use to describe you.

Add a little personal background and levity are important.

Include your contact information. You should have a line in your bio that makes it easy for people to contact you. Stick to the norm and put your contact info in the last sentence.

IntroductionsIntroductions

Your Professional Bios:Examples: One sentence

Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. Mike can be reached at 800-568-8338 or marketingguy@shaw.ca.

Your Professional Bios:Examples: One sentence

Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. Mike can be reached at 800-568-8338 or marketingguy@shaw.ca.

IntroductionsIntroductionsYour Professional Bios:

Examples: 100 Words

Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. His slogan “Good ideas are a dime a dozen, but implementation is priceless” encapsulates the transition from advising clients and sending them off to fend for themselves to actually implementing ideas with measurable results to ensure the success of the concept and marketing plan. Mike can be reached through his marketing blog, themarketingguy.wordpress.com, his website mikeblaney.com, by phone at 800-568-8338 or email at marketingguy@shaw.ca.

Your Professional Bios:Examples: 100 Words

Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. His slogan “Good ideas are a dime a dozen, but implementation is priceless” encapsulates the transition from advising clients and sending them off to fend for themselves to actually implementing ideas with measurable results to ensure the success of the concept and marketing plan. Mike can be reached through his marketing blog, themarketingguy.wordpress.com, his website mikeblaney.com, by phone at 800-568-8338 or email at marketingguy@shaw.ca.

IntroductionsIntroductions

My Bio:

Lucille Renwick is a strategic communications consultant, specializing in helping nonprofit organizations tell their best stories. She has spent two decades working in communications — as a newspaper reporter, an editor and a public relations executive. Lucille has three children and enjoys training for her first triathlon, running, dancing, and almost any outdoor activity. (65 words)

My Bio:

Lucille Renwick is a strategic communications consultant, specializing in helping nonprofit organizations tell their best stories. She has spent two decades working in communications — as a newspaper reporter, an editor and a public relations executive. Lucille has three children and enjoys training for her first triathlon, running, dancing, and almost any outdoor activity. (65 words)

And You Are????And You Are????

Course ReviewCourse Review

• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing

• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing

What is….? What is….?

Relationship marketing About the individual not just the product Going for the long-haul rather than the

short, quick sale More of a narrow-deep approach than a

shallow-broad sell

Relationship marketing About the individual not just the product Going for the long-haul rather than the

short, quick sale More of a narrow-deep approach than a

shallow-broad sell

Marketing Fundamentals:Key Terms & Concepts

Marketing Fundamentals:Key Terms & Concepts

Marketing MixThe Four P’sValue PropositionProduct Dimensions PositioningTargetingBrand Value

Marketing MixThe Four P’sValue PropositionProduct Dimensions PositioningTargetingBrand Value

The Marketing MixThe Marketing Mix

The Four P’s of MarketingProductPlacePricePromotion

The Four P’s of MarketingProductPlacePricePromotion

Consumer-Side MarketingConsumer-Side Marketing

Four Cs of marketing Customer value

(Production) Cost to the customer

(Price) Convenience for the

buyer (Place) Communication

(Promotion)

Four Cs of marketing Customer value

(Production) Cost to the customer

(Price) Convenience for the

buyer (Place) Communication

(Promotion)

Positioning and TargetingPositioning and Targeting

POSITIONING:

Differentiation from Competitors

Value Proposition: What do you offer?

Product Dimensions: What do you do?

POSITIONING:

Differentiation from Competitors

Value Proposition: What do you offer?

Product Dimensions: What do you do?

Positioning and Targeting

Positioning and Targeting

TARGETING Who are you positioning your product

for? Your Demographic Segmentation

TARGETING Who are you positioning your product

for? Your Demographic Segmentation

Value PropositionValue Proposition

So, what’s so good about you? What are the various dimensions

of your product?

So, what’s so good about you? What are the various dimensions

of your product?

Value PropositionValue Proposition

Demographic SegmentsDemographic Segments

Gender Age Income Education Location Marital Status Culture

Gender Age Income Education Location Marital Status Culture

Demographic SegmentsDemographic Segments

Demographic SegmentsDemographic Segments

Coca Cola’s DimensionsCoca Cola’s Dimensions

Coke’s DimensionsCoke’s Dimensions

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Know Your PeopleKnow Your People

“If you nail positioning and marketing the rest falls into place.”

— Philip Kotler, Author “Kotler on Marketing”

“If you nail positioning and marketing the rest falls into place.”

— Philip Kotler, Author “Kotler on Marketing”

BrandsBrands

A brand is NOT …..a logo.

A brand is: “a name, term, sign,design, symbol, or any other feature that identifies the differences one seller's goods or services as distinct from those of other sellers.”

Top Global Brands: Coca-Cola, Sony, Mercedes Benz, Disney, Nestle, Microsoft, Toyota, McDonald’s, Apple, Pepsi-Cola

A brand is NOT …..a logo.

A brand is: “a name, term, sign,design, symbol, or any other feature that identifies the differences one seller's goods or services as distinct from those of other sellers.”

Top Global Brands: Coca-Cola, Sony, Mercedes Benz, Disney, Nestle, Microsoft, Toyota, McDonald’s, Apple, Pepsi-Cola

Why Brands? Why Brands?

“The whole reason for creating a brand is to get consumers to identify a number of desirable qualities and traits with your specific product.”

—Sergio Zyman, former Coca-Cola Chief Marketing Officer

“The whole reason for creating a brand is to get consumers to identify a number of desirable qualities and traits with your specific product.”

—Sergio Zyman, former Coca-Cola Chief Marketing Officer

Brand NamesBrand Names

“Harley [Davidson] is maybe the best brand name in the United States. Coca-Cola is a good brand name, but people don’t tattoo it on their bodies.”

— Ralph Wanger, Chicago mutual fund manager

“Harley [Davidson] is maybe the best brand name in the United States. Coca-Cola is a good brand name, but people don’t tattoo it on their bodies.”

— Ralph Wanger, Chicago mutual fund manager

Brand NamesBrand Names

—based on brandchannel.com - Impact Report 2004—based on brandchannel.com - Impact Report 2004

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Brand ValueBrand ValueAs measured by antenna balls…As measured by antenna balls…

$.99 $3.95

Market ShareMarket ShareHow big is your piece of the pie? How big is your piece of the pie?

Terminology RecapTerminology Recap Marketing Mix: (Price, Product, Place, Promotion) 4 Cs of Consumer-side Marketing: (Cost, Customer

Value, Convenience, Communication) Positioning & Targeting Value Proposition Product Dimensions Demographic Segments Brand Value Market Share

Marketing Mix: (Price, Product, Place, Promotion) 4 Cs of Consumer-side Marketing: (Cost, Customer

Value, Convenience, Communication) Positioning & Targeting Value Proposition Product Dimensions Demographic Segments Brand Value Market Share

Your First AssignmentYour First Assignment

Complete the Personal Profile Form & email to profluciatec@gmail.com by Friday, Aug. 10

Complete the Personal Profile Form & email to profluciatec@gmail.com by Friday, Aug. 10