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Modern Advertising 101Teaching Demo Lecture - DLSAU
By
Nicanor B. Lazaro Jr.
DLSU-MMC
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Before everything, lets first reflect on this;
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I. Marketing: Then and Now
A social and managerial process by which
individuals and groups obtain what they need and
want through creating and exchanging products
and value with others.
- Professor Philip Kotler (1999)
Marketing is managing profitable
customer relationships.
- Professor Philip Kotler (2013)
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I. Marketing: Then and Now
Marketing is managing profitable
customer relationships.
- Professor Philip Kotler (2013)
Marketing Paradigm: Long-termed Committed Connected ITs PERSONAL
Modern marketing is always on,
multichannel, and content-driven, and its
fully optimized for the digital, mobile, and
social activities of todays customers
- FORBES Magazine (2013)
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I. Marketing: Then and Now (Arvo Beer Australia)
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II. Function of Marketing
Satisfying customers needs and wants, with profit.
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III. What is a Market?
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CONSUMER
NEEDS & WANTS
PROFIT
Potential consumers that are:
PEOPLEwith the
DESIREand with the ability to
AFFORD a specific product or
service
III. What is a Market?
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IV. Most Basic Marketing Strategy
Marketing Mix: A combination of factors that can becontrolled by a company to influence consumers to
patronize it products or services. (4Ps of Marketing)Product- Anything tangible or non-tangible that can be offered to a
market for attention, acquisition, use or consumption that mightsatisfy a want or need.
Place - Company activities that make the product available to
target consumers.
Price- Monetary premium consumers pay for that reflects the
value of a product or servicePromotions- Activities that communicate the merits of the product and
persuade target customers to buy it.
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V. Definition of Advertising:
Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
-Professor Philip Kotler
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VI. Forms of Advertising Medium
Traditional (Tri-media) Print: Newspaper and Periodical Ads, Flyers,
Brochures, Billboards, etc.
Video: Free or Cable TV Commercials, Movie
Advertising, Shop Displays, etc.
Audio: Radio Advertising, Mall / Community P.A.
Systems, Etc.
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
Grocery Carts
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
Grocery Carts
ATM Screens
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
Grocery Carts
ATM Screens
Public Restrooms Ads
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
Grocery Carts
ATM Screens
Public Restrooms Ads
Transit Ads
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)
Grocery Carts
ATM Screens
Public Restrooms Ads
Transit Ads
Digital (LED) Billboards And Many More
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Indirect:
Milk Cartons
Casual Clothing
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VI. Forms of Advertising Medium
Non-Traditional (New Media) Indirect:
Milk Cartons
Casual Clothing
Bags and Accessories
Car Stickers
And many more
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VII. Advertising Agency
Firm that creates new promotional ideas, designsprint, radio, television, and internet advertisements,
books advertisement space and time, plans and
conducts advertising campaigns, commissions
research and surveys, and provides other suchservices that help a client in entering and succeeding
in a chosen market.
Other Advertising Agency Functions
Events, Public Relations and Brand Activation
Packaging, Logo and Corporate Image Development
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VII. Advertising Agency
Departments:
Accounts Liaison of the agency and the client; responsiblefor agency briefs (creative requirements), clientcampaign pitches, account management andplanning.
Creative Heart and Soul of the agency; responsible for conceptdevelopment behind the brief or creativerequirements.
Media Executioner of the agency; responsible for scheduling,
monitoring and market response of releasedcampaigns.
Production (Optional with modern the agency); responsiblefollow through procedure and quality controlbetween the agency and the supplier
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VIII. Modern Threat to the Advertising Agency
From Allies to Competition: (Supplier) Production House
(Supplier) Media Stations
(Supplier) Printers (Client Side) In-house Creative People
(Client Side) Jabbers or Middle Persons
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VIII. Modern Threat to the Advertising Agency
Example : Situ-mercial (Nescafe)
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VIII. Modern Threat to the Advertising Agency
Problems with Majority of SUPPLIER & IN-HOUSEAdvertising Groups
Lacks Creative Execution (Relies on Gut Feel)
Lacks Research
Lacks Preparation
Lacks Strategy
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IX. Advertising CORE
Market Segmentation Dividing a market intosmaller groups of buyers with distinct needs,
characteristics or behavior.
Target Market -A Market Segment that the business
has decided to aim its marketing efforts.
* Note: The CORE of Advertising is its
ability to successfully communicate to
its target market the message the
client wants to convey.
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Sample Exercises :
Determine the right campaign for the followingDemographic Profile:
Gender: Female
Age: 40 - 50 y. o.
Income Bracket: C to lower B
Employment Status: Housewives
Location: Balut, Tondo
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Sample Exercises :
Determine the right campaign for the followingDemographic Profile:
Gender: Male
Age: 25 - 30 y. o.
Income Bracket: B to upper B
Occupation: BPO Employed
Location: Kapitolyo, Pasig City
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Sample Exercises :
Determine the right campaign for the followingDemographic Profile:
Gender: Male / Female
Age: 60 & up y. o.
Income Bracket: Upper C - B
Occupation: Retired w/ Pension
Location: Gueventville, Mandaluyong
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Sample Exercises :
Determine the right campaign for the followingPsychographics Profile:
Activities / Interest: Competes at Triathlons, gym enthusiast and
Travels to explore
Attitude: Adventurous and Risk-taker
Values: Westernized (Independent)
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Sample Exercises :
Determine the right campaign for the followingPsychographics Profile:
Activities / Interest: Backyard Inventors, Weekend Warriors,
Simple Innovators
Attitude: Very curious, experimental and DIY
Values: Cost / Expense sensitive
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Thank You Very Much
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Modern Advertising 101Teaching Demo Lecture - DLSAU
By
Nicanor B. Lazaro Jr.
DLSU-MMC