Modern Advertising 101

Teaching Demo Lecture - DLSAU

By Nicanor B. Lazaro Jr. DLSU-MMC

Before everything, lets first reflect on this;

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 customer relationships.

profitable

- Professor Philip Kotler (2013)

I. Marketing: Then and Now

Marketing is managing customer relationships. profitable

- Professor Philip Kotler (2013)

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)

I. Marketing: Then and Now (Arvo Beer Australia)

II. Function of Marketing

Satisfying customers needs and wants, with profit.

III. What is a Market?

III. What is a Market?

Potential consumers that are: PEOPLE with the
CONSUMER

DESIRE and with the ability to

NEEDS & WANTS

AFFORD a specific product or service

PROFIT

IV. Most Basic Marketing Strategy

Marketing Mix: A combination of factors that can be controlled 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 might satisfy 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 service Promotions - Activities that communicate the merits of the product and persuade target customers to buy it.

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

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.

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups)

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups) Grocery Carts

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups) Grocery Carts ATM Screens

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups) Grocery Carts ATM Screens Public Restrooms Ads

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups) Grocery Carts ATM Screens Public Restrooms Ads Transit Ads

VI. Forms of Advertising Medium

Non-Traditional (New Media) Direct:
Internet Advertising (Banners & Pop-ups) Grocery Carts ATM Screens Public Restrooms Ads Transit Ads Digital (LED) Billboards And Many More

VI. Forms of Advertising Medium

Non-Traditional (New Media) Indirect:
Milk Cartons

VI. Forms of Advertising Medium

Non-Traditional (New Media) Indirect:
Milk Cartons Casual Clothing

VI. Forms of Advertising Medium

Non-Traditional (New Media) Indirect:
Milk Cartons Casual Clothing Bags and Accessories

VI. Forms of Advertising Medium

Non-Traditional (New Media) Indirect:
Milk Cartons Casual Clothing Bags and Accessories Car Stickers And many more

VII. Advertising Agency

Firm that creates new promotional ideas, designs print, radio, television, and internet advertisements, books advertisement space and time, plans and conducts advertising campaigns, commissions research and surveys, and provides other such services 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

VII. Advertising Agency

Departments:
Accounts Liaison of the agency and the client; responsible for agency briefs (creative requirements), client campaign pitches, account management and planning.
Heart and Soul of the agency; responsible for concept development behind the brief or creative requirements. Executioner of the agency; responsible for scheduling, monitoring and market response of released campaigns. (Optional with modern the agency); responsible follow through procedure and quality control between the agency and the supplier

Creative

Media

Production

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

VIII. Modern Threat to the Advertising Agency

Example : Situ-mercial (Nescafe)

VIII. Modern Threat to the Advertising Agency

Problems with Majority of SUPPLIER & IN-HOUSE Advertising Groups Lacks Creative Execution (Relies on Gut Feel) Lacks Research Lacks Preparation Lacks Strategy

IX. Advertising CORE

Market Segmentation Dividing a market into smaller 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.

IX. Advertising CORE

Determining and Identifying Market Segments using Demographics & Psychographics. Demographics - study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. Psychographics - measuring consumers lifestyle activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products).

Sample Exercises :
Determine the right campaign for the following Demographic Profile:
Gender: Age: Income Bracket: Employment Status: Location: Female 40 - 50 y. o. C to lower B Housewives Balut, Tondo

Sample Exercises :
Determine the right campaign for the following Demographic Profile:
Gender: Age: Income Bracket: Occupation: Location: Male 25 - 30 y. o. B to upper B BPO Employed Kapitolyo, Pasig City

Sample Exercises :
Determine the right campaign for the following Demographic Profile:
Gender: Age: Income Bracket: Occupation: Location: Male / Female 60 & up y. o. Upper C - B Retired w/ Pension Gueventville, Mandaluyong

Sample Exercises :
Determine the right campaign for the following Psychographics Profile:
Activities / Interest: Attitude: Values: Competes at Triathlons, gym enthusiast and Travels to explore Adventurous and Risk-taker Westernized (Independent)

Sample Exercises :
Determine the right campaign for the following Psychographics Profile:
Activities / Interest: Attitude: Values: Backyard Inventors, Weekend Warriors, Simple Innovators Very curious, experimental and DIY Cost / Expense sensitive

Thank You Very Much

Modern Advertising 101

Teaching Demo Lecture - DLSAU

By Nicanor B. Lazaro Jr. DLSU-MMC