Advertising Management

The AMA Definition of Marketing

Marketing is the activity, set of institutions, and

processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

2
 Marketing

Everything everyone in the company does to exceed the best

customers expectations every time
then all other customers expectations are met or exceeded
whenever possible.
 Management
Management consists of the interlocking functions of creating
corporate policy and organizing, planning, controlling, and directing an
organization's resources in order to achieve the objectives of that
policy.

The organization and coordination of the activities of a business in

order to achieve defined objectives.
 Branding, Advertising, Marketing, Promotion

Everything that makes an emotional

connection to consumers and help them
become customers and remain loyal to your
product or company.
Everything that everyone does to satisfy
Branding the best prospects and customers all the
time.
Marketing Any paid communication by any medium
Any paid communication by any medium, (i.e., that aims to persuade potential or existing
direct mail, print ad, Web site, brochure) that Advertising consumers to respond immediacy to:
aims to persuade potential or existing (1) Buy a product or service by offering
consumers to
Promotion
(1) Buy a product or service immediacy
some incentive.
(2) Respond to a lead appeal by
(2) Respond to a lead appeal
offering some incentive.
(3) Respond to invitation to visit a retail
store to purchase a specific good
(4) Recall the brand in future surveys PR
A strategic communication process that builds mutually
beneficial relationships between organizations and their
stakeholders.
Totally Satisfied, Loyal,
Repeat Customers
Final Project Paper
Proposal 30 Week 1
First draft 70 Week 3
Second Draft 70 Week 5
Final 120 Week 8
TOTAL 290

Advertising Critique
100 Week 4
Treaded Discussion
280 Weeks 1-7

Quizzes & Exams

Quiz 1 40 Week 2
Quiz 2 40 Week 6
Final Exam 250 Week 8
TOTAL 330
 Term Course Project
Multi-Channel Media Advertising Plan (Full APA style)
Choose and develop a new and unique product.
Create an extension of a current offering.
Take a different approach to an existing service.
Target consumers or businesses.
Choose a product or service offered by your employer or your own business,
or one from another organization.

Follow guidelines in Syllabus under Advertising Plan

Three Issues to Help Understand Why Consumers act the way they do
and Advertisers act the way they do

1. How consumers make buying decisions.

2. Basic understanding of the fundamental economic social and
cultural trends that impact consumer buying.
3. Who are the consumers who will make up the market place that
advertisers will be trying to reach.
Five Stages of the Consumer Decision Making
Process
1. Need Recognition
Need is perceived
Need state arises when the desired state of affairs differs from ones actual
state of affairs. YOU WANT SOMETHING YOU DONT HAVE!
Functional, e.g., cheaper, more reliable, etc.
Emotional, e.g., relieves you of guilt or shame, etc.
Five Stages of the Consumer Decision Making
Process
2. Information Search and Alternative Evaluation

Evaluation Criteria

Emotion plays the biggest part

Five Stages of the Consumer Decision Making
Process
3. Evaluation of Alternatives

4. Purchase

5. Post purchase evaluation

Cogitative Dissonance
 Awareness- Evaluation Post Purchase
Need Search Of Purchase Behavior-
Recognition Alternatives Loyalty

Market
Communications

Search Engine Use Page views Acquisition;

Web Site Hits Stickiness Conversion
Ad impressions
Site design
Direct e-mail
marketing

100,000 1,000 50 purchases 12 Loyal

Impressions Clickthroughs (5% rate) customers
(Unique visitors (1%) (25% retention)
 Consumers do not always make
deliberate rational buying
decisions, in fact they seldom do.

They do not consciously contemplate individual

and relative value of the attributes of purchases
even though they appear to go through the steps.

They do always not assign values and then process

this information in some logical way to arrive at
judgment of whether or not to buy something.
Consumers dont think in linear
or hierarchical terms
Consumers dont think in words
Consumers think in images and metaphors

or
Consumers cant readily explain their thinking
and their behavior to you

95% of human thinking takes place in subconscious

Metaphors not language
Images not words
What we are aware of is creatively reconstructed and
reassembled by our perception
Consumers memories do not represent
their real experiences

Memories are creative, malleable and changeable

 Consumers cant be injected with advertising
messages and later interpret these messages
as marketers intend.

Old Dog
Beer is
the drink Old Dog
for the Beer is
modern the drink
man. for the
Modern
man.
 exerts a more powerful force and
therefore contributes more
influence on their decision making.
 Consumer Decision
Making Goes on Inside
The Human Mind

Something we still dont know a lot about

 The purpose of a
business is to get and
keep customers
- Druckers Law
IMPERATIVES for Successful Multi-Channel
Marketing:
Multi-Channel verses Multiple channel strategy
Unique unified multi-channel network
Manage multi-channel experience seamlessly
Market and measure results
 The purpose of a
business is to get and
keep customers
- Druckers Law
 The purpose of a
business is to get and keep
loyal, totally satisfied
members
- Faulkners Corollary to Druckers Law
 1 2 3 4 5

Totally Somewhat Satisfied Somewhat. Totally

Dissatisfied Dissatisfied Satisfied Satisfied
 Why Do Satisfied
Customers
Cancel/Leave/Never buy
again?
Except in a few rare instances, complete
customer satisfaction is the key to
securing customer loyalty and
generating superior long-term financial
performance and market leadership.

Duh!
The only kind of satisfaction
that really counts?
 Relationship Between
Quality
Value

Total Customer Satisfaction

Loyalty

Heskett, Sasser, Schlesinger, The Service Profit Chain