The Role of Advertising in Marketing and Integrated Brand Promotion-3rd class

Lecturer Madalina Moraru Ph.D.

The Role of Advertising in Marketing and Integrated Brand Promotion

This relates to 4 important aspects of marketing process: 1. the marketing mix; 2.brand development and management 3. achieving effective market segmentation 4.contributing to revenue and profit generation.

Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. (1995-American Marketing Association)

1.The marketing mix

Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers. The marketing mix consists of product, price, place (distribution), and promotion (the 4 Ps). Last theories added positioning to this mix. The basic task of marketing is combining the 4 Ps into a marketing program efficiently. Many companies recognize the need to integrate their various marketing communication efforts, such as media advertising, direct marketing, sales promotion, and PR, to achieve more effective marketing communications.

Integrate marketing communication (IMC)

During the 1980s, many companies need more strategic integration of their promotion tools. IMC = involves coordinating the various promotional elements and other marketing activities that communicate with a firms customers. Consumers perception of a company and its various brands area synthesis of messages clients receive such as: media advertisements, price, package design, point-of-purchase displays, direct marketing efforts, sales promotion, online advertising.

 IMC seeks to have all of a companys marketing and promotional activities. Many companies adopted this concept, taking advantage of this synergy of communication tools. The reasons for this decision are: 1. new ways for marketers to reach consumers; 2. the impact of new technologies; 3. development of various media channels. 4.consumers become more mature and have experience in buying best products. Replacement of traditional media advertising with the online one, because offline has become too expensive and not always efficient.

2. The role of advertising in brand development and management

A formal definition of a brand is a name, term, sign, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. For every organization, advertising effects brand development and management in five important ways: A. information and persuasion; B .introduction of new brand or brand extension A brand extension=is an adaptation of an existing brand to a new product area; C. building and maintaining brand loyalty among consumers; D creating an image and meaning for a brand; E building and maintaining brand loyalty within the trade

 3.Market segmentation-breaking down a homogeneous market into submarkets, or segments that are more similar (homogeneous); Differentiation is the process of creating a perceived difference, in the mind of consumer between an organizations brand and the competitions'. This definition is based on consumer perception. The perceived differences can be tangible differences, or they may be based on image or style factors. Positioning is the process of designing a brand so that it can occupy a distinct and valued place in the target consumers mind relative to other brands and then communicating this distinctiveness through advertising

4. The Role of Advertising in Revenue and Profit Generation

A few researchers believe that the fundamental purpose of marketing can be stated quite simple: to generate revenue. Advertising is not responsible for sales, but for benefits/revenues communication. Advertising contributes to demand stimulation by communicating to the market about the features and brand image. Advertising contributes directly to brand loyalty by persuading and reminding consumers of the satisfactions and values related to a brand.