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ADVERTISINGADVERTISINGYasser ElFarYasser ElFar

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Financial success Financial success often depends on marketing ability.

Finance, operations, accounting, and other business functions will not really matter if there is not sufficient sufficient demanddemand for products and services so the company can make a profit.

Many companies have now created a Chief Marketing Officer, or CMOCMO, position to put marketing on a more equal footing with other C-level executives.

Press releases Press releases from organizations of all kinds, release their latest marketing achievements latest marketing achievements and can be found on their Web sitesWeb sites.

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To prepare to be a marketer, you need to understand:

What marketing is?

How it works?

What is marketed?

Who does the marketing?

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Marketing deals with identifying and meeting human and social needs. “Meeting needs profitablyMeeting needs profitably”.

Marketing is an organizational function and a set of processes for creating, communicating, and delivering valuevalue to customers and for managing customer relationships in ways that benefit the organization and its stake holders.

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The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the

customer so well that the product or service fits him and sells itself.

Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.

When Sony designed its Play Station, when Gillette launched its Mach III razor, and when Toyota introduced its Lexus automobile, these manufacturers were swamped with orders because they had designed the "right" product based on careful marketing homework.

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Frequently asked questions:Frequently asked questions:1. How can we spot and choose the right market segment(s)? 2. How can we differentiate our offerings?3. How should we respond to customers who buy on price? 4. How can we compete against lower-cost, lower- competitors? 5. How far can we go in customizing our offering for each customer? 6. How can we grow our business? 7. How can we build stronger brands? 8. How can we reduce the cost of customer acquisition? 9. How can we keep our customers loyal for longer?10. How can we tell which customers are more Important?11. How can we measure the payback from advertising, sales pro motion, and

public relations?12. How can we improve sales force productivity13. How can we establish multiple channels and yet manage channel

conflict?14. How can we get the other company departments to be more customer-

oriented?

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1.1. GOODSGOODS Physical goods constitute the bulk of most countries' production and marketing effort. Goods also could be marketed effectively through the Internet, or individuals.

2.2. SERVICESSERVICES As economies advance, a growing proportion of activities is through production of services. The U. S. economy today consists of a 70-30 services-to-goods mix. At a fast-food restaurant, for example, the customer consumes both a product and a service.

3.3. EVENTSEVENTS Marketers promote time-based events, such as major trade shows, artistic performances, and company anniversaries. Global sporting events such as the Olympics or World Cup.

4.4. EXPERIENCESEXPERIENCES By orchestrating several services and goods, a firm can create, stage, and market experiences. Walt Disney World's Magic Kingdom, the Hard Rock Cafe, where customers can enjoy a meal or see a band in a live concert, climbing Mount Everest.

5. PERSONS Celebrity marketing is a major business. Today, every major film star has an agent, a personal manager, and ties to a public relations agency. It is to advised each person to become a "brand"

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6.6. PLACESPLACES Cities, states, regions, and whole nations compete actively to attract tourists, factories, company headquarter, and new residents. Place marketers include Economic development specialists, Real estate agents, commercial banks Local business associations Advertising and public relations.

7.7. PROPERTIESPROPERTIES are intangible rights of ownership of either real property or financial property (stocks and bonds). Properties are bought and sold, and this requires marketing.

8.8. ORGANIZATIONSORGANIZATIONS actively work hard to build a strong, favorable, and unique image. Marketing is used to boost this for audiences & funds.

9. Information can be produced and marketed as a product. This is what schools and universities produce and distribute at a price to parents, students, and communities. Encyclopedias and most nonfiction books market information.

10.10. IDEASIDEAS Every market offering includes a basic idea. “In the factory, we make cosmetics; in the store we sell hope." Products and services are platforms for delivering some idea or benefit.

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ARKETS ?? A Marketers is someone seeks a response (attention, purchase, vote, or

donation) from another party, called the prospect. They are skilled in stimulating demand for a company's products. Marketers are responsible for demand management. Possible Demand states are:

1. Negative demand -- Consumers dislikedislike the product and may even pay a price to avoid it.2. Nonexistent demand - Consumers may be unawareunaware or uninteresteduninterested in the product.3. Latent demand - Consumers may share a strong need that cannot be satisfied by an existing satisfied by an existing

productproduct.4. Declining demand - Consumers begin to buy the product less frequently or not at all.5. Irregular demand - Consumer purchases vary on a seasonal, monthly, weekly, daily, or even

hourly basis.6. Full demand - Consumers are adequately buying all products all products put into the marketplace.7. Overfull demand- More consumers would like to buy the product than can be satisfied.8. Unwholesome demand - Consumers may be attracted to products that have undesirableundesirable socialsocial

consequencesconsequences.

In each case, marketers must identify the underlying cause(s) of the DEMAND state and then determine a plan for action to shift the demand to a more desired state.

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ARKETS ?? KEY CUSTOMER MARKETS Consider the following key customer markets:

1.1. Consumer Markets Consumer Markets Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image. Much of a brand's strength depends on developing a superior product and packaging, ensuring its availability, and backing it with engaging communications and reliable service.

2.2. Business Markets Business Markets Companies selling business goods and services often face well-trained and well-informed professional buyers who are skilled in evaluating competitive offerings. Business buyers buy goods in order to make or resell a product to others at a profit. Business marketers must demonstrate how their products will help these buyers achieve higher revenue or lower costs. Advertising can play a role, but a stronger role may be played by the sales force, price, and the company's reputation for reliability and quality.

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ARKETS ?? KEY CUSTOMER MARKETS Consider the following key customer markets:

3.3. Global Markets Global Markets Companies selling goods and services in the global marketplace face additional decisions and challenges. They must decide which countries to enter; how to enter each country; how to adapt their product and service features to each country; how to price their products in different countries; and how to adapt their communications to fit different cultures.

4.4. Nonprofit and Governmental Markets Nonprofit and Governmental Markets Companies selling their goods to nonprofit organizations such as churches, universities, charitable organizations, or government agencies need to price carefully because these organizations have limited purchasing power. Lower prices affect the features and quality that the seller can build into the offering. Much government purchasing calls for bids, with the lowest bid being favored, in the absence of extenuating (justifying)factors.

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ARKETS ?? MARKETPLACES, MARKETSPACES, AND METAMARKETS MARKETPLACES, MARKETSPACES, AND METAMARKETS

MarketplaceMarketplace is physical, as when you shop in a store. MarketspaceMarketspace is digital, as when you shop on the Internet.

MetamarketMetamarket is to describe a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

The automobile metamarket automobile metamarket consists of automobile manufacturers, new car and used car dealers, financing

companies, insurance companies, mechanics, spare parts dealers, service shops, auto magazines, classified auto ads in

news papers, and auto sites on the Internet.

MarketingMarketing BusinessPhilosophyBusinessPhilosophy

Marketing TacticsMarketing Tactics

MarketingStrategiesMarketingStrategies ＝＝＋＋＋＋

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STP Marketing•Segmentation•Targeting•Positioning

Marketing Concept•Customer needs•Target market •Integrated marketing•Profitability

Marketing Mix•Product•Pricing•Promotion•Place

VALUE &

SATISFACTION

VALUE &

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Value =Benefits

Costs

=Functional benefits + Emotional benefits

Monetary + Time + Energy + Psychic

Marketers can increase the value by:

•Raise benefits•Reduce costs•Raise benefits by more than the raise in costs•Lower benefits by less than the reduction in costs

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1. Analyzing Marketing OpportunitiesMarketing Opportunities.

2. Choosing Target MarketsTarget Markets.

3. Formulating Marketing StrategiesMarketing Strategies.

4. Planning the Marketing MixMarketing Mix.

5. Managing the Marketing EffortMarketing Effort.

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Four Cs Customer solution Customer cost Convince Communication Care (with which I am treated)

Consumption (of my time and energy required)

Confirmation (that your product really exists)

Clarity (with respect to what you are offering vs. the competition)

Seven Ps Product Place Price Promotion People Process Physical evidence Positioning

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The Role of Marketing CommunicationsMarketing communications are the means by which

firms attempt to informinform, persuadepersuade, and remindremind consumers—directly or indirectly—about the products and brands that they sell.

Marketing communications represent the "voice" "voice" of the brand and are a means by which it can establish a dialogue and build relationships with consumers.

Consumers can be told or shown how and why a product how and why a product is usedis used, by what kind of person, and where and whenwhere and when;

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The Role of Marketing CommunicationsConsumers can learn about who makes the product and

what the company and brand stand for; and consumers can be given an incentive or reward for trial or usage.

Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things.

Marketing communications can contribute to brand equity by establishing the brand in memory and crafting a brand image.

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Marketing Communications MIXMIX in terms of building brand equity. The marketing communications mix

consists of six major modes of communication:1.1. AdvertisingAdvertising - Any paid form of non-personal presentation and

promotion of ideas, goods, or services by an identified sponsor.2.2. Sales promotion Sales promotion -A variety of short-term incentives to encourage

trial or purchase of a product or service.3.3. Events and experiences Events and experiences - Company-sponsored activities and

programs designed to create daily or special brand-related interactions.

4.4. Public relations and publicity Public relations and publicity - A variety of programs designed to promote or protect a company's image or its individual products.

5.5. Direct marketing Direct marketing - Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.

6.6. Personal selling Personal selling - Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.

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Building Brand Equity

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1. Macromodel Nine Elements

2 represent the major parties in a communication—sender and receiver

2 represent the major communication tools—message and media.

4 represent major communication functions—encoding, decoding, response, and feedback.

The last element in the system is noise

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2. Micromodel Concentrate on consumers' specific responses to

communications. All these models assume that the buyer passes through a

cognitive, affective, and behavioral stage, in that order. By choosing the right sequencechoosing the right sequence, the marketer can do a better

job of planning communications

Appropriate Example

learn-feel-do when the audience has high involvement with a product category perceived to have high differentiation,

as in purchasing an automobile or house

do-feel-learn is relevant when the audience has high involvement but perceives little or no differentiation within the product category

as in purchasing an airline ticket or personal computer

learn-do-feel when the audience has low involvement and perceives little differentiation within the product category,

as in purchasing salt or batteries

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Generally To show how fragile the whole communications process is, assume that the

probability of each of the six steps being successfully accomplished is 50 percent.

The probability would be .5 x .5 x .5 x .5 x .5 x .5, which equals 1.5625 percent. To increase the odds for a successful marketing communications campaign,

marketers must attempt to increase the likelihood that each step occurs. For example, from an advertising standpoint, the ideal ad campaign would

ensure that: The right consumer is exposed to the right message at the right place and

at the right time. The ad causes the consumer to pay attention to the ad but does not

distract from the intended message. The ad properly reflects the consumer's level of understanding about the

product and the brand. The ad correctly positions the brand in terms of desirable and deliverable

points- of difference. The ad motivates consumers to consider purchase of the brand. The ad creates strong brand associations with all of these stored

communications effects so that they can have an impact when consumers are considering making a purchase.

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CESSDevelop Effective Communication

1. Identify the Target Audience:The process must start with a clear target

audience in mind: potential buyers of the company's products,

current users, deciders, or influencers; individuals, groups, particular publics, or the general public.

The target audience is a critical influence on decisions on what to say, how to say it, when to say it, where to say it, and to whom to say it.

It is often useful to define target audience in terms of usage and loyalty.

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1. Identify the Target Audience:Communication strategy will differ depending on

the usageusage and loyaltyloyalty involved. Image analysisImage analysis can be conducted to profile the

target audience in terms of brand knowledgeknowledge familiarity scale:

favorability scale:

Process

Never Heard Of

Heard Of Only

Know A Little Bit

Know A Fair Amount

Know Very Well

Very Unfavorable

Somewhat Unfavorable

Indifferent Somewhat Favorable

Very Favorable

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1. Identify the Target Audience:

Process

less familiar to most people, but those who know it like it.

Most people know it and like it

Is viewed negatively by those who know it, but (fortunately) not too many people know it

Is seen as poor, and everyone knows it!

must find out why people dislike it and take steps to improve its quality while keeping a low profile

Must maintaining its good reputation and high awareness.

should lower its profile, improve its quality, and then seek public attention

Must gain the attention of more people.

LowFamiliarity

HighFamiliarity

Unfavorable

Favorable

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2. Determine The communication Objective:A.A. Category Need Category Need – Establishing a product or service

category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state. A new-to-the-world product such as electric cars would always begin with a communications objective of establishing category need.

B.B. Brand Awareness Brand Awareness - Ability to identify (recognize or recall) the brand within the category, in sufficient detail to make a purchase. Recognition is easier to achieve than recall—consumers are more likely to recognize Stouffer's distinctive orange packages than recall the brand if asked to think of a brand of frozen entrees. Brand recall is important outside the store; brand recognition is important inside the store. Brand awareness provides a foundation for brand

equity.

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CESSDevelop Effective Communication2. Determine The communication Objective:

C.C. Brand Attitude Brand Attitude - Evaluation of the brand with respect to its perceived ability to meet a currently relevant need. Relevant brand needs may be negatively oriented (problem removal, problem avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification, intellectual stimulation, or social approval). Household cleaning products often use problem-solution; food products, on the other hand, often use sensory-oriented ads emphasizing appetite appeal.

D.D. Brand Purchase Intention Brand Purchase Intention - Self-instructions to purchase the brand or to take purchase-related action. Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product. But many consumers do not have an expressed category need and may not be in the market when exposed to an ad, making intentions less likely to be formed. For example, in any given week, only about 20 percent of adults may be planning to buy detergent; only 2 percent may be planning to buy a carpet cleaner; and only 0.25 percent may be planning to buy a car

The most effective communications often can achieve multiple The most effective communications often can achieve multiple objectivesobjectives

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3. Design Communication:

Formulating the communication requires solving three problems: what to say (Message StrategyMessage Strategy), how to say it (Creative StrategyCreative Strategy),

– Informational Appeal– Transformational Appeal

and who should say it (Message SourceMessage Source)

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4. Select Channels: Personal (advocate, expert, and social channels,

testimonials, Word of Mouth, ) or Non-personal (media, atmospheres, and events)

5. Establish the Total Marketing Communications Budget: AFFORDABLE METHOD Many companies set the

promotion budget at what they think the company can afford.

PERCENTAGE-OF-SALES METHOD Many companies set promotion expenditures at a specified % of sales (either current or anticipated) or of the sales price.

COMPETITIVE-PARITY METHOD Some companies set their promotion budget to achieve share-of-voice parity with competitors.

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5. Establish the Total Marketing Communications Budget: OBJECTIVE-AND-TASK METHOD The objective-and-task

method calls upon marketers to develop promotion budgets by defining specific objectives, determining the tasks that must be performed to

achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion

budget.

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6. Deciding on the Marketing Communications Mix: Depend upon the following factors: TYPE OF PRODUCT MARKET Communications mix allocations

vary between consumer and business markets. Consumer marketers tend to spend comparatively more

on sales promotion and advertising; Business marketers tend to spend comparatively more on

personal selling. Although advertising is used less than sales calls in business

markets, it still plays a significant role: Advertising can provide an introduction to the company

and its products. If the product has new features, advertising can explain

them. Reminder advertising is more economical than sales calls. Advertisements offering brochures and carrying the

company's phone number are an effective way to generate leads for sales representatives.

Sales reps can use tear sheets of the company's ads to legitimize their company and products.

Advertising can remind customers of how to use the product and reassure them about their purchase

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6. Deciding on the Marketing Communications Mix: Depend upon the following factors: BUYER-READINESS STAGE Communication tools vary in

cost-effectiveness at different stages of buyer readiness. Advertising and publicity play the most important roles

in the awareness-building stage. Customer comprehension is primarily affected by

advertising and personal selling. Customer conviction is influenced mostly by personal

selling. Closing the sale is influenced mostly by personal selling

and sales promotion. Reordering is also affected mostly by personal selling

and sales promotion, and somewhat by reminder advertising

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6. Deciding on the Marketing Communications Mix: Depend upon the following factors: PRODUCT LIFE-CYCLE STAGE Communication tools also vary in

cost-effectiveness at different stages of the product life cycle. In the introduction stage,

– advertising, events and experiences, and publicity have the highest cost effectiveness,

– followed by personal selling to gain distribution coverage and sales promotion and direct marketing to induce trial.

In the growth stage, – demand has its own momentum through word of

mouth. In the maturity stage,

– advertising, events and experiences, and personal selling all grow more important.

In the decline stage, – sales promotion continues strong, other

communication tools are reduced, and salespeople give the product only minimal attention.

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7. Measure Results: involves

asking members of the target audience whether they recognize or recall the communication,

how many times they saw it, what points they recall, how they felt about the communication, and their previous and current attitudes toward

the product and the company.

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7. Manage Integrated Marketing Communications (IMC): IMC is: The marketing communications planning

that recognizes the added value of a comprehensive plan

that evaluates the strategic roles of a variety of communications disciplines and

combines these disciplines to provide clarity, consistency, and maximum impact

through integration of discrete (disconnected) messages

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Process1. Set Advertising Objectives; 2. Establish A Budget;3. Choose The Advertising Message And Creative Strategy;4. Decide On The Media;5. Evaluate Communication And Sales Effects.

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Process1.1. Set Advertising Objectives:Set Advertising Objectives:

is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Informative advertising Informative advertising aims to create brand awareness and knowledge of new products or new features of existing products. Unfortunately, sometimes people remembered the name—but

hated the ad! Brand awareness cannot come at the expense of brand attitudes.

Persuasive advertising Persuasive advertising aims to create liking, preference, conviction, and purchase of a product or service. Some persuasive advertising uses comparative advertising, which

makes an explicit comparison of the attributes of two or more brands.

Reminder advertising Reminder advertising aims to stimulate repeat purchase of products and services.

Reinforcement advertising Reinforcement advertising aims to convince current purchasers that they made the right choice.

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Process2.2. Advertising Budget:Advertising Budget:

Factors to be considered Stage in the product life cycle Stage in the product life cycle - New products typically receive large

advertising budgets to build awareness and to gain consumer trial. Market share and consumer base Market share and consumer base - High-market-share brands

usually require less advertising expenditure as a percentage of sales to maintain share.

Competition and clutter Competition and clutter - In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard.

Advertising frequency Advertising frequency – The number of repetitions needed to put across the brand's message to consumers has an important impact on the advertising budget.

Product substitutability Product substitutability – Brands in less-well-differentiated or commodity-like product classes (beer, soft drinks, banks, and airlines) require heavy advertising to establish a differential image.

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3.3. Develop the Advertising Campaign:Develop the Advertising Campaign:

what to say (Message StrategyMessage Strategy),

how to say it (Creative StrategyCreative Strategy), – Informational Appeal– Transformational Appeal

and who should say it (Message SourceMessage Source)

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Process3.3. Develop the Advertising Campaign:Develop the Advertising Campaign:

TV AdsTV Ads: the most powerful advertising medium and reaches a broad spectrum of consumers. StrengthsStrengths:1. It can be an effective means of vividly demonstrating

product attributes and persuasively explaining their corresponding consumer benefits.

2. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery.

Drawbacks.Drawbacks. 1. Product-related messages and the brand itself can be

overlooked. 2. The large number of ads and non-programming material on

television creates clutter that makes it easy for consumers to ignore or forget ads.

3. The high cost of production and placement

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Process3.3. Develop the Advertising Campaign:Develop the Advertising Campaign:

Print AdsPrint Ads: StrengthsStrengths:1. They can provide much detailed product information 2. They can also effectively communicate user and usage imagery. Drawbacks.Drawbacks. 1. the static nature of the visual images in print media makes it

difficult to provide dynamic presentations or demonstrations. 2. Print media can be fairly passive picture, headline, and copy are important, in that order.

– The picture must be strong enough to draw attention. – Then the headline must reinforce the picture and lead the

person to read the copy. – The copy itself must be engaging and the advertised

brand's name must be sufficiently highlighted

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3.3. Develop the Advertising Campaign:Develop the Advertising Campaign: Radio AdsRadio Ads: Radio is a pervasive medium

StrengthsStrengths:1. flexibility—stations are very targeted, 2. Ads are relatively inexpensive to produce and

place, and 3. Short closings allow for quick response. Drawbacks.Drawbacks. 1. lack of visual images and the relatively passive

nature of the consumer processing that results. !!

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4.4. Decide on Media:Decide on Media: Reach (R)Reach (R). The number of different persons or

households exposed to a particular media schedule at least once during a specified time period.

Frequency (F).Frequency (F). The number of times within the specified time period that an average per¬son or household is exposed to the message.

Impact Impact (I).(I). The qualitative value of an exposure through a given medium (thus a food ad in Good Housekeeping would have a higher impact than in Fortune magazine).

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Process4.4. Decide on Media:Decide on Media:

Total number of exposures (E)Total number of exposures (E). E = R x F This measure is referred to as the Gross Rating Points (GRP)Gross Rating Points (GRP)

Weighted number of Exposures (WE)Weighted number of Exposures (WE). WE = R x F x I The media planner has to figure out the most cost-effective

combination of reach, frequency, and impact. Reach is most important when launching new products, flanker

brands, extensions of well-known brands, or infrequently purchased brands; or going after an undefined target market.

Frequency is most important where there are strong competitors, a complex story to tell, high consumer resistance, or a frequent-purchase

Many advertisers believe a target audience needs a large number of exposures for the advertising to work.

Others doubt the value of high frequency. They believe that after people see the same ad a few times, they either act on it, get irritated by it, or stop noticing it

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4.4. Decide on Media:Decide on Media:

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