Foundations of go

8/3/2019 Foundations of go

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FOUNDATIONS OFADVERTISING

Prepared By:

Mudassir Karnolwal


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Advertising Defined:

Advertising is the paid, non personalcommunication of information aboutproducts or ideas by an identifiedsponsor through the mass media in aneffort to persuade or influencebehavior. Advertising isnt an end butthe mean to end. A tool that marketers

can use to reach their goals.


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Advertisers perennialchallenge How to present their products,

services, and ideas effectivelythrough the media to buyers

Must comprehend the importantrelationship between the product andthe marketplace

That RELATIONSHIP is MARKETING


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Marketers must know what productsor services to produce

Where to distribute them?


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Marketing

Business processthat managementuses to plan and

executeconception,pricing,

distribution, oreven ideas.


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Customer Needs

All purchases are driven by needs,which customer sense as gapsbetween their current condition and

their ideal conditions.

These needs create motives, theinternal factors that guide your

behavior towards satisfying thoseneeds.


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Product Utility

Utility is the products ability tosatisfy both functional needs andsymbolic (or psychological) wants.

Advertising communicates this utility.

How well a product works (function)

Shows glamour, sex appeal, status(symbolism)


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Exchanges: The Purpose ofMarketing and Advertising

A transaction between a person ororganization

Trade something of value withsomeone else

Usually for PROFIT


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How?

Developing goods and servicescustomers might want

Pricing them affordably Distributing them to convenient

locations

Informing customers about themthrough advertising and othercommunication tools


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5 + 1 types of functionalutility Form

Task

Possession Time

Place

Psychic


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Buyers Persona

A Buyer Persona is a detailed profile of your ideal customerregarding his or her all preferences towards the product.


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Creating a Buyer Persona

Demographic

Geographic

Cultural & Ethnic

Current Purchasing Situation /Economics

Purchase Ready

Local Environment

Benefits Sought etc.


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Importance of BuyerPersonaIt simply tells a marketer about 2things i.e.

1. What drives a buyer to purchasingmy product?

2. What prevents a buyer frompurchasing my product?


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Consumer Decision Process


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Customer Satisfaction

Customer satisfaction is ameasure of how products andservices supplied by a company

meet or surpass customerexpectation.

In a survey of nearly 200 senior

marketing managers, 71 percentresponded that they found acustomer satisfaction metric very

useful in managing and monitoring


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Perception

The only way an audience can getyour advertising message is throughperception, the process of being

exposed to a stimulus, payingattention to some degree, and theninterpreting the received message.

Success at each step is crucial toeffective advertising.


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Perceptional Difference


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Psychological Influences in

Advertising Needs and Motives

Attitude and Lifestyle Personality and Self-concept


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Social and Interpersonal

Influences in Advertising Culture

Reference Groups

Word-of-Mouth Communication

Household Buying Behavior


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Situational Influences in

Advertising Physical Surroundings

Social Surroundings

Time or Season

Task Definition

The Antecedent State


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Documents

Foundations of go