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Intro to Adv 2019 - Session 1

The Role of Advertising in Marketing

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Intro to Adv 2019 - Session 1

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  1. Introduction to Advertising Topic 1 The Role of advertising in marketing

  2. Scheme of Work (1/3) • Session 1: The Role of Advertising in Marketing • Session 2: Advertising and Promotional Mix • Session 3: Understanding the Customer and Consumer (part.1) • Session 4: Understanding the Customer and Consumer (part.2) • Session 5: Types of Advertisement

  3. Scheme of Work (2/3) • Session 6: The Creative Process • Session 7: Review of session 1-6 and preparation for Midtest – Online Session • MIDTERM TEST (topic 1-6) • Session 8: The Creative Brief • Session 9: Digital Promotions – Online Session • Session 10: Digital Advertising

  4. Scheme of Work (3/3) • Session 11: Advertising and Digital Media Industries – Guest Lecturer • Session 12: Class Presentation and Discussion • Session 13: Class Presentation and Discussion • Session 14: : Review of session 8-10 and preparation for Final Test – Online Session • FINAL TEST (topic 8-10)

  5. Marketing Definition “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 ~

  6. Marketing Mix (4Ps)

  7. The Right PRODUCT • The right PRODUCT means the right Product Design, Quality, Features, Branding • Every product should has point of differentiation from competitors

  8. 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

  9. In The Right PLACE • Right Place = Right Distribution • 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

  10. 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

  11. Marketing  Promotional Mix

  12. 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.

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