sample marketing lecture

8/12/2019 Sample marketing lecture

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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.



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I. Marketing: Then and Now

Marketing is managing profitable

customer relationships.


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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Non-Traditional (New Media) Direct:

Internet Advertising (Banners & Pop-ups)


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Grocery Carts


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Grocery Carts

ATM Screens


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Grocery Carts

ATM Screens

Public Restrooms Ads


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Grocery Carts

ATM Screens


Transit Ads


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Grocery Carts

ATM Screens


Transit Ads

Digital (LED) Billboards And Many More


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Non-Traditional (New Media) Indirect:

Milk Cartons

Casual Clothing


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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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Example : Situ-mercial (Nescafe)


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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 :


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 :


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

sample marketing lecture

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