Introduction to Advertising

Topic 1
THE ROLE OF ADVERTISING IN
MARKETING
 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 Definition

"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 ~
Marketing Mix (4Ps)
 The Right PRODUCT

 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
 At The Right PRICE

 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
 In The Right PLACE

 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
 With The Right PROMOTION

 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
Marketing  Promotional Mix
 The Role of Advertising in
Marketing

 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.
Introduction to Advertising September 2015