What is Advertising?

• Advertising is a marketing tactic.

• Any medium that can take a

message from an organization to
a potential consumer.
Marketing
Advertising
 Cognitive Affective
• Presenting information to
• Consumers are already
pique the interest of the
associating with the brand.
target audience.
• Resonate with the
• Consumers process the
audience’s emotional
information provided to
aspect.
them through the
advertising communication.
 4CS OF MARKETING
Consumer

“Forget product. Study customer want & needs”

Your product will not create it’s own demand if it’s not
desired by the consumer.

Study CONSUMER WANTS & NEEDS first before creating

a product as it is the thing that triggers demand.
 Cost subset of marketing 4Cs

Cost a. Monetary cost

b. Non monetary cost
Price is only a subset

of total cost incurred to

satisfy 1. Price
the want or need. 2. Additional cost of acquiring
3. Cost of conscience
4. Opportunity cost
Convenience

Convenience is the key to more sales. Most of consumers

choose a product based on the convenience of purchase.

a. Find out all the channels of distribution your customer

considers while making a purchase.
b. Selling your product on the channels he is searching on.

Convenience result in more benefits to the brand in the long

run.
Communication

While promotion is manipulative and is forced to the

buyer, communication is cooperative and is approved by
both.

Costumer Seller
“What’s in it for me?” “This is the best in the market!”

Effective communication considers both side s and result in a

win-win situation.
What is Jargon?

Jargon is a type of language that is used in a particular

context and may not be well understood outside of that
context.
10 Marketing Jargons

A/B Testing
Ad Copy
Advertorial
Analytics
Brand
Brief
CTA (Call-To-Action)
Content
Context
Data Capture