FOUNDATIONS OF ADVERTISING

Prepared By: Mudassir Raheela Danish

Advertising Defined:
Advertising is the paid, non personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to persuade or influence behavior. Advertising isnt an end but the mean to end. A tool that marketers can use to reach their goals.

Advertisers perennial challenge

How to present their products, services, and ideas effectively through the media to buyers
Must comprehend the important relationship between the product and the marketplace

That RELATIONSHIP is MARKETING

 Marketers must know what products or services to produce Where to distribute them?

Marketing
Business process that management uses to plan and execute conception, pricing, distribution, or even ideas.

Customer Needs
All purchases are driven by needs, which customer sense as gaps between their current condition and their ideal conditions. These needs create motives, the internal factors that guide your behavior towards satisfying those needs.

Product Utility
Utility is the products ability to satisfy both functional needs and symbolic (or psychological) wants. Advertising communicates this utility.
How well a product works (function) Shows glamour, sex appeal, status (symbolism)

Exchanges: The Purpose of Marketing and Advertising

A transaction between a person or organization Trade something of value with someone else Usually for PROFIT

How?
Developing goods and services customers might want Pricing them affordably Distributing them to convenient locations Informing customers about them through advertising and other communication tools

5 + 1 types of functional utility

Form Task Possession Time Place Psychic

Buyers Persona
A Buyer Persona is a detailed profile of your ideal customer regarding his or her all preferences towards the product.

Creating a Buyer Persona

Demographic Geographic Cultural & Ethnic Current Purchasing Situation / Economics Purchase Ready Local Environment Benefits Sought etc.

Importance of Buyer Persona

It simply tells a marketer about 2 things i.e. 1. What drives a buyer to purchasing my product? 2. What prevents a buyer from purchasing my product?

Consumer Decision Process

Customer Satisfaction
Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.

Perception
The only way an audience can get your advertising message is through perception, the process of being exposed to a stimulus, paying attention to some degree, and then interpreting the received message. Success at each step is crucial to effective advertising.

Perceptional Difference

Psychological Influences in Advertising

Needs and Motives Attitude and Lifestyle Personality and Self-concept

Social and Interpersonal Influences in Advertising

Culture Reference Groups Word-of-Mouth Communication Household Buying Behavior

Situational Influences in Advertising

Physical Surroundings Social Surroundings Time or Season Task Definition The Antecedent State