1. Advertising and the Marketing Process

2. The systematic planning, The paid, public, non
implementation and personal announcement
control of a mix of of a persuasive message
by an identified sponsor;
business activities
the non-personal
intended to bring
presentation or
together buyers and promotion by a firm of
sellers for the mutually its products to its
advantageous exchange existing and potential
or transfer of products. customers.
Marketing Definition Advertising Definition

3.  Letting people know about your business,
product, or services offered
 process of developing strategies such as ad
placement, frequency, etc.
 Advertising includes the placement of an ad
in such mediums as newspapers, direct mail,
billboards, television, radio, and of course the
Internet.
 It is one of the largest expense in a marketing
plan along with public relations and market
research not falling far behind.

4. The Marketing Pie
advertising
PR
Market Research
product pricing
Distribution
Customer Support
Sales strategy
CSR

5. Company Marketing Customer

6. Marketing Management By Kotler
01 Defining marketing for the 21st century Understanding
02 Adapting marketing to the new economy marketing
03 Building customer satisfaction,Value and retention Management
04 Winning Markets through Mkt-oriented strategic planning Analysing
05 Gathering information and market demand
06 Scanning the marketing environment
07 Analysing consumer markets and buyer behaviour Marketing
08 Analysing business markets and business buying behaviour
09 Dealing with the competition
10 Identifying market segments and selecting target markets Opportunities
Positioning and differentiating the market offering through
11 the PLC Develop Market
12 Developing new market offerings Strategies
13 Designing global market offerings
14 Setting the product and Branding strategy
Shaping the
15 Designing and managing services
Market Offering
16 Developing Priice strategies and programs
Designing and Managing Value networks and Mktg
17 Channels
Managing and
18 Managing retailing, wholesaling and Market Logistics
Delivering
19 Managing Integrated Marketing Communications
Marketing
20 Managing Advertising, Sales Promotion, PR & Direct Mktg
Programs
21 Managing the Sales Force
22 Managing the Total Mktg Effort

8. Market
Analysis
Creating
Value
Advertising
Promotion
Capturing
Value
Sustaining
Value

9.  Company: name, product/service(s), value,
Reputation, years, etc.
 Context : the environment in which a business operates- a simple
concept – SWOT and SWOT Matrix, define the
market, Trend, Organization, Analysis,
 Customers: documented investigation of a
Customer, needs, wants, economics, changes, patterns of buying
etc.
 Competitors: Consumer needs, General competition, Brand
competition,, type of product demand
 Collaborators: Ventures, partners, distributers, complimentary
products, channels etc.
http://www.bharatbook.com/Market-Research-Reports/Mobile-Advertising-and-Marketing-
Market-Analysis-and-Forecasts-2006-2011.html

10. For the
Target Audience
Market Segment
Positioning

11. The offering are in the context of the 3 Ps
Product Price Place
Promotion

12. For success to occur, all of the elements must
work together
 the product and its packaging must be
positioned correctly, pricing must be done as
per the TA and product
 Distribution must be effective to ensure
availability in the right place
All this must be promoted and advertised with
the right message aimed at the right
prospects.

13. Getting the customer & managing their
Customer Acquisition prospects and inquiries which may
come after advertising
Promise Satisfaction, Talk about
Customer Retention continuous satisfaction . The product
and marketing mix must continue it
during and after advertising

14. Microsoft Search vs/- Google (they never
advertise and they do so everyday)