Académique Documents
Professionnel Documents
Culture Documents
and Practices
Advertising’s Role
in Marketing
Questions We’ll Answer
• What is marketing and what are its key
concepts?
• What are the different types of markets, and
how do they relate to the marketing process?
• Who are the key players in marketing?
• How are agencies organized, and how do
they work with their clients?
What is marketing?
• Traditionally, marketing is the way a
product is designed, tested, produced,
branded, packaged, priced, distributed, and
promoted.
• “An organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.”—American Marketing
Association
Principle:
Effective branding transforms a product by creating a
special meaning based on an emotional connection.
Visit
the Site
Principle:
Marketing research is about more than just the
compilation of information; it also produces insights into
marketing situations and consumer behavior.
Prentice Hall, © 2009 2-13
The Marketing Plan
Key Strategic Decisions
• Objectives—increases sales, share of market, or
broader distribution
• Segmenting and targeting
– Potential customers constitute the target market.
– Identifying specific groups within the target market whose
needs intersect with the product and its features is segmenting.
– A target audience is the audience for a marketing
communication message.
• Differentiating and positioning
– The point of differentiation positions the product within the
competitive environment, relative to consumer needs.
– Positioning is how consumers view the brand relative to others
in the category.
Prentice Hall, © 2009 2-14
The Marketing Mix