Advertising and marketing process

Submitted to : madam khizra

Submitted by : isma wajid

Advertising and marketing process Marketing A process of planning and executing pricing promotion and distribution of idea, goods and services to create exchange that satisfy needs want and the objectives of customer and organization.

Advertising role in market

Advertising is an integral but relatively small part of marketing. Advertising riddle part of marketing plan. Needs of customer are satisfied in this process.

Marketing mix

“A blend of activities such as designing the product and its packaging pricing the product, distributing the product and promoting or communicating about the product”.

Market: The place where buyers and sellers meet.

Types of market 1) Consumer market

Consumer market consists of people who buy goods and services for personal or household use.

2) Business to business (industrial)Business to business market Consist of the companies that buy products or services to use in their own business or in making of other products.

3) Reseller market The reseller market is made up of what we call intermediaries reseller are wholesaler and retailers.

4) Institutional market Institutional market include a wide verity of profit and nonprofit organizations like schools hospitals etc that provide goods and services for the profit of society

Four tools of marketing

1) Product: Product is the object of advertising and reason for marketing.

The product

Characteristics of product tangible and intangible

Tools of product

Design and development:Physical ingredientsIntangible Demonstrated

Branding Brand markTag lineCopy writing

Packaging Look of product Tips for packaging: colorful and distinctive Brand image Functional as possible

Maintenance

2) Channels of distribution

Tangible characteristics

Size

Features

Package

Taste

Colors

Intangible features

Style

Quality

Image

Prestige

Brand name Advertising message

Message strategy

Interpretation by customer

The entire mean which distribute product from the manufacturer to customer are called channels of distribution.

Direct channel of distribution Indirect channels of distribution

Three Strategies of marketing

Push:Manufactures efforts related to wholesalers, wholesaler efforts related to retailer and retailers to consumer.PullIt is time taking strategies it’s not good for long term marketing.Combination Most of the companies use combination strategy.It is the best strategies Flow of marketing between channels of distribution with the help of strategies

Push pull Combination

Manufacture ↓

Manufacture ↑

Manufacture ↑↓

Whole seller ↓

Whole seller ↑

Whole seller ↑↓

Market that directly hit the customer

It’s expensive Ex:

Online marketing

Market that indirectly hit the customer

Expectations with wholesaler and retailers

Its cost efficient

Retailer ↓

Retailer ↑

Retailer ↑↓

Consumer Consumer Consumer

3) Pricing A number of pricing strategies influence advertising strategy. Changes in price should be relayed through advertising. Psychological strategies try to manipulate customer’s judgments

4) Marketing communication ABCDE

A: advertising

B: personal selling

Door to door selling

Mobile selling’s

C: sales promotion

Special discount is its best example and it is extra instance to generate extra revenue

D: Public relation

Create good will among the people toward your product through communication

E: POS _ point of sale