THE ROLE OF ADVERTISING IN MARKETING Topic 1 Introduction to Advertising

Marketing Definition “The management process responsible for identifying, anticipating and satisfying customer requirements profitability” ~ The Chartered Institute of Marketing ~ “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange and satisfy individual and organisational objectives” ~ The American Marketing Association ~

Marketing Involves Anticipating, understanding customers needs and wants Making product/ services to fulfill customers needs and wants Making it accessible to customers Making profit

"Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” ~ Bovee, 1992 ~ Advertising Definition

Marketing Mix (4Ps)

 Marketing is not about providing products or services, it is essentially about providing changing benefits to the changing needs and demands of the customer  The right PRODUCT means the right Product Design, Quality, Features, Branding The Right PRODUCT

 It costs to produce and design a product, it costs to distribute a product and costs to promote it.  Pricing is difficult and must reflect supply and demand relationship At The Right PRICE

 The organization must distribute the product to the user at the right place at the right time  The right place also has implication on the perceived position in the market-place and the image and reputation of the product and service  Right Place = Right Distribution In The Right PLACE

 Promotion, therefore, is the total way that a company presents its products to the market.  Promotion is the element in an organization’s marketing mix that serves to inform, persuade, and remind the market of a product and/or the organization selling it, in hopes of influencing the recipients‘ feelings, beliefs or behavior With The Right PROMOTION

Marketing  Promotional Mix

 While marketing will establish the goods and services that will sell, advertising will inform the market that they are available.  Advertising will promote the product and service in a such a way to appear attractive to consumers and customers as well as different from competitors. The Role of Advertising in Marketing

September 2015 Introduction to Advertising