Advertising - презентация

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2 Presentation on the theme: Advertising Done by students of the group EKM-12: 1.________________________ 2.________________________ 3.________________________ 4.________________________ Tashkent State University of Economics Tashkent-2017

3 1.Advertising Description 2.Brand and Marketing mix 3.Role of Advertising 4.The Key Players Plan

4 Although advertising is an accepted part of every day life, there is still great debate as to how advertising works and the role it can and should perform within the marketing communication mix. This module enables the applicants to review this debate and apply the theories to the advertising in our media today. They will learn how to put together an advertising plan and will examine the ingredients of an effective advertisement and ways in which this effectiveness can be measured. Advertising Description

5 According to Philip Kotler & American Marketing Association. The advertising is any paid form of non personal presentation of Ideas Goods Services by an identified sponsor that is called Advertising. Definition of Advertising

6 Brand and Marketing mix What is a Brand? It is a product whose producer has made every effert to make it uniquely desirable to potential buyers, consistently using every element in its presentation to do so. Why do companies do this? If done well, it makes the brand difficult to compete against. It develops an aura making it appear better than its competition.

7 These tools include: -Product formulation and variation -Packaging -Sales literature -The sales force -Pricing -Sales promotion -Direct mail -Advertising -Market research -Branding Brand and Marketing mix

8 Components of the marketing mix 1)Net sales value 2)Costs and contribution 3)The marketing mix Brand and Marketing mix

9 Simply put: Advertising exists to help to sell things. It is mainly about brands It is mainly designed to create and strengthen consumer impressions of the brand Exception is public service advertising Role of Advertising

10 An Advertising Plan Matches the Right Audience to the Right Message and Presents It in the Right Medium to Reach That Audience & Has Three Elements. Targeting the Audience: Whom are you trying to reach? Message Strategy: What do you say to them? Media Strategy: When & where will you reach them? The Advertising Plan

11 The 6M approach Merchandise: important benefits to sell Markets: who to reach Motives: why people buy or fail to buy Media: how to reach Measurements: how to evaluate (time and change) Messages: key ideas to convey to move Defining Advertising Goals for Measured Advertising Results

12 Role of advertising Marketing Communication Economic Societal The process a business uses to satisfy consumer needs by providing goods and services Product category Target market Marketing mix Brand

13 Role of advertising Marketing Communication Economic Societal Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades

14 Role of advertising Marketing Communication Economic Societal Moves from being informational to creating demand Advertising is an objective means for providing price-value information, thereby creating a more rational economy

15 Role of advertising Marketing Communication Economic Societal Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image Perpetuates self- expression

16 Advertising is part of total continuum of communications about the brand. It may have a leading role and carry the greatest budget: but it can be merely cast in a supporting role for a campaign of activity centered around an event. Integrated Communications

17 Involves a huge amount of money Work is done by relatively few people Major expense is for media time/space Companies spend only a small percentage of sales on advertising The importance of advertising

18 Product advertising Tries to sell a specific product to final users or channel members Pioneering advertising builds primary demand Competitive advertising builds selective demand Corporate/institutional advertising Tries to promote an organisation's image, reputation or ideas rather than a specific product Types of advertising

19 Magazine Word of mouth Television Newspaper Yellow Pages Radio Outdoors Cinema Internet Major advertising media

20 Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences The Functions of Advertising

21 The Key Players Advertiser (client) Agency Media Supplier Audience Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency

22 The Key Players Advertiser (client) Agency Media Supplier Audience Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities Advertising department In-house agency

23 The Key Players Advertiser (client) Agency Media Supplier Audience The channels of communication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

24 The Key Players Advertiser (client) Agency Media Supplier Audience Assist advertisers, agencies, and the media in creating and placing the ads Vendor services are often cheaper than those in- house

25 The Key Players Advertiser (client) Agency Media Supplier Audience The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

26 Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising Types of Advertising

27 1.If it creates an impression for a product or brand 2.If it influences people to respond in some way 3.If it separates the product or brand from the competition in the mind of the consumer What Makes an Ad Effective?

28 THANK YOU