Ad session 1

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.


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.


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.


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