Advertising as a Component of

Marketing

Prof. Sita Ramakrishnan

Concept of Marketing

Marketing is the management process of identifying,

anticipating and satisfying customer requirements
profitably.

Marketing is a set of processes for creating,

communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society.

Nature of Marketing

Systematic process
Ideas, goods and services
Target markets
All pervasive
Customer satisfaction
Competitive advantage
Corporate Image
Facilitates expansion of business
Helps achieve organisational objectives
Influenced by marketing environment
Integrated approach

Advertising and other elements of marketing

Advertising and Product:

- A product is a set of elements such as shape, size,
colour and other features.
- Advertising helps in educating and informing
consumers about the product.

Advertising and Price:

- Price is the exchange value of a product.
- Advertising convinces consumers regarding the
superiority/price advantage of the brand and thus its
value for money.

Advertising and Place:

- Place refers to physical distribution of goods and
services.
- Advertising facilitates effective distribution and
expansion of market.

Advertising and Promotion:

- Promotion consists of advertising, publicity, personal
selling and sales promotion techniques.
- Advertising helps to face competition and develop
brand image and brand loyalty.

Advertising and Pace:

- Pace refers to speed in marketing decisions and
actions.
- When new marketing decisions are taken, advertising
helps in informing, educating and persuading consumers
to buy the product.

Advertising and Packaging:

- Packaging helps in protecting the product.
- Advertising carries an assurance of quality and creates
confidence in the minds of customers to buy the product.

Advertising and Positioning:

- Positioning aims at creating and maintaining a distinct
image of the brand in the minds of the customers.
- Advertising conveys the positioning of the brand and
influences the buyers decision.

Advertising and People:

- People play an imp role in service delivery.
- Advertising helps in highlighting the quality and
promptness of people delivering the service.

Advertising and Physical Evidence:

- Advertising can be used to describe the physical
evidence in services marketing.

IMC Integrated Marketing Communication

Also called Integrated Promotion Mix.

Multiple elements of the promotion mix are used
simultaneously to reach target audience effectively.
Used to inform, persuade and remind the consumers
about the firms products and services.

Features:
1.
Process
2.
Objective oriented
3.
Continuous in nature
4.
Various elements
5.
Target audience
6.
Influences diverse groups

IMC Objectives

Awareness
Attitudes
Brand loyalty
Brand Image
Reminder
Counter competitors claims
Corporate image
Expansion of markets
Persuasion
Educates the consumers

Elements of IMC
1.

Publicity
- Products are promoted through news and
articles carried by mass media.
- Can be favourable or unfavourable.
- Normally free of cost.
- More trusted than advertising as it is
objective.

2.

Advertising
- Builds brand image and brand loyalty.
- Paid for.

3.

Sales promotion
- Various techniques used to induce response
from consumers.
- Goal is to generate short term sales.
- eg: Combo products, exchange offers, free
samples, after-sales service, etc
- Facilitates quick response from consumers.

4.

Sponsorships
- Sponsoring sports, cultural and social events.
- Gives high visibility to brand.
- Also creates distinct image for the brand.

5.

Personal selling
- Oldest form of promotion.
- Face-to-face communication between sellers
representative and buyer.
- Personalised communication.
- Highly useful if product is complex or if
consumers are slow in accepting the product.

6.

Public Relations:
- Targets the stakeholders of the company.
- Main objective is to maintain relations with
the publics of the company.
- Systematic effort from company to
communicate a certain image to the public.

7.

Packaging
- Communicates type and quality of product.
- Role: Provide info, Protect, Preserve &
Promotion.

8.

Trade Fairs & Exhibitions

- Organised by trade associations & ITPO.
- Direct interaction between company and
prospects.
- Demonstrations are possible.

9.

Direct marketing
- Through brochures, catalogues, tele
marketing, etc
- Direct communication with prospect.
- Offers customer selectivity.

10.

Internet marketing
- Use of the web to market products.
- Reaches a very large audience.
- Fastest growing medium.
- Offers creativity and selectivity .
- Real-time response/Interactivity possible.
- Responses can be tracked.